5 Ways to Effectively Leverage Your SEO Efforts
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Join Derek Grant, Sales Director at Pardot, An ExactTarget Company, to receive effective ways to optimize our SEO approach, valuable tips on how to drive targeted traffic to your website and positively impact conversion rates.
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5 Ways to Effectively Leverage Your SEO Efforts
- 1. 5 Ways to Effectively Leverage Your SEO Efforts" Derek Grant, Sales Director! Pardot, An ExactTarget® Company!
- 2. Introduction" <body> <b>I’m Derek Grant</b> <ul> <li>Pardot Sales</li> <li>Mo4o:</li> </ul> <h3>Be Brief, Be Brilliant and Be Gone</h3> </body> !
- 3. Key Terms" I’ll be sprinkling these in throughout the presentation!
- 4. What is SEO?" Search Engine Optimization ! ! The process of improving the visibility of a website or a web page in search engines, via the "natural” or un-paid ("organic" or "algorithmic”) search results. ! Courtesy: Wikipedia
- 5. What are SERPs?" Search Engine Results Page " " The lis=ng of results returned by a search engine in response to a keyword query. The results normally include a list of items with =tles, a reference to the full version, and a short descrip=on Courtesy: Wikipedia
- 6. Courtesy: Elliance What is Long Tail SEO?"
- 7. Page Structure" Authoring SEO-Friendly Pages!
- 8. Make Your URLs “Friendly”" Help your brand stand out!" • Use keyword-rich URLs! • Limit folders/directories! • Use hyphen “-” or underscore “_”! www.pardot.com/leaddeck " Rates Well for LeadDeck" www.pardot.com/leaddeck-real-time-alerts! Rates Well for LeadDeck, Real-Time Alerts" www.pardot.com/pageid=10! ??"
- 9. Specify Meaningful Page Titles" What’s in a Page Title?" • Use most important words first! • Include critical keywords! • Limit to under 69 characters! • Make them unique! “Resources | Marketing Automation by Pardot”! vs.! “Pardot – Marketing Automation”!
- 10. Do a Quality Job" Google Favors Good HTML" • Spel Check! • Complete HTML! • <strong>Close Tags! • Quality Assurance ! • </form! • Tools! • Validator.w3.org or Google Webmaster Tools! >" </strong>"
- 11. Make Rich Media Index-able" Flat Files Can’t Be Indexed" • Avoid heavy use of Flash®! • Alt text on images & Video! • Description is valuable! alt=“car” alt=“blue conver6ble” alt=“2012 Blue Audi R8 Spyder Conver6ble”
- 12. Meta Tags" Descriptive Data for Search Engines!
- 13. META Tags – Huge in the 90’s" Still used, but lightly" • Victims of abuse in mid-90’s! • Less heavily weighted today! • Part of a complete HTML document!
- 14. Keyword Tag" • Most important concepts! • 10-15 keywords! • Limited impact on SEO! • Include in document body! <meta name="keywords" content="marketing automation, lead nurturing, lead qualification, roi reporting, pardot”/>”!
- 15. Description Tag" • Page summary! • “Elevator Pitch”! • Under 155 characters! !
- 16. More is More" How Quantity Can Drive Visibility!
- 17. Keyword Density" • Percentage of keywords v. total words! • Complements the keywords tag! • 1-3% is optimum! Courtesy: SEOQuake
- 18. Keyword Density"
- 19. Page Quantity" More Pages, Less Copy" • Highly Keyword Optimized! • Great User Experience (Limited Scrolling)! • More to be indexed! • Google “Site:yourdomain.com”
- 20. Consider Your Link Structure" Pardot.com/blog (Internal Link)" " " " Blog.pardot.com (Inbound Link)
- 21. pardot.com" Company" Product" Resources" Blog" Internal Links" • Target the same domain! • Single (powerful) site! • 1 SERP Result!
- 22. pardot.com" Inbound Links" • Viewed as External Site! • If Authoritative, then helpful! • Smaller sites! • Multiple SERP Results! blog.pardot.com"
- 23. Grow Inbound Links" Good Inbound Links:" • Off-site blogs! • Industry forums! • PR posting services! • Social media (LinkedIn, Facebook and Twitter) ! • Partner Sites! " Page quality can hurt"
- 24. Authoritative Sites Based On PageRank" Who’s Linking To You?! Site Page Rank Google 10 Facebook 10 Wikipedia 9 MicrosoP 9 Apple 9 Your Site ?
- 25. Putting It All Together" Practical Next Steps to Improve SEO!
- 26. So Where Do I Start?" • 301 Redirect" • Pardot.com = www.pardot.com! • Create & Submit your Sitemap" • Google Webmaster Tools! • Ask! • Yahoo!! • Be Listed in Directories" • DMOZ! • Yahoo Directories! • Blog"
- 27. More Sources of Good Content" • Expose your KB" • Naturally keyword rich! • Long tail search terms! • More contributors (support/ services) help SEO! • Clients contribute! • Webinar Videos" • Abstract in description!
- 28. There are no Shortcuts" If you’re not cheating, you’re not trying" • Does not apply to SEO! Black Hat SEO Utilizes" • Hidden links on your site! • Paid links (even big companies do this!)! • “Keyword stuffing” your meta tags or content! Penalties far outweigh short term benefits"