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.
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
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”
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”/>”!
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)
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"