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Pardot SEO Webinar - "Unlocking the Mysteries of SEO"

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Search engine optimization (SEO) has held the mystique of being complex and even confusing for some marketers. In truth, it is one of the most useful approaches to increasing and improving visibility …

Search engine optimization (SEO) has held the mystique of being complex and even confusing for some marketers. In truth, it is one of the most useful approaches to increasing and improving visibility of your website or web pages in search engines. Come join us as we unlock the mysteries of SEO – step-by-step.

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  • In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users
  • PageRank is a link analysis algorithm, named after Larry Pageand used by the Google Internet search engine, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set.
  • Displayed in SERPs
  • Use Google Webmaster tools to check for issues with indexing, duplicate titles, etc.
  • Much Like DavidHasselhoff, Meta Tags were much bigger in the 90’s
  • Historically MisusedAbout a decade ago, search engines judged pages only on the content of web page. In those days, keyword meta tags quickly became an area where someone could stuff often-irrelevant keywords without typical visitors ever seeing those keywords. Limited Evidence of EffectivenessSeptember 2009 – (Google) - Because the keywords meta tag was so often abused, many years ago Google began disregarding the keywords meta tag.http://googlewebmastercentral.blogspot.com/2009/09/google-does-not-use-keywords-meta-tag.htmlOctober 2009 – (Yahoo) - Words that appear in any other part of documents, including the body, title, description, anchor text etc., will take priority in ranking the document – the re-occurrence of these words in the meta keyword tag will not help in boosting the signal for these words. Therefore, keyword stuffing in the keyword tag will not help a page’s recall or ranking, it will actually have less effect than introducing those same words in the body of the document, or any other section http://www.seroundtable.com/archives/020964.html
  • Displayed in SERPs
  • Flash sites are sexy, but generally not SEO friendlyFlat files cannot be indexed (Flash, PDFs, Images)Images – Use Alt TextFlash & PDFs – Hidden Navigation, Descriptions in body, etc…
  • This page rates high for “Pardot Setup” and “Pardot Integration”
  • Completed using SEO Quake / Google Webmaster ToolsGoogle considers subdomains to be completely different domainse.g., blog.pardot.com is Inbounde.g., pardot.com/blog is internalSubdomains – More real estate (e.g., 4 sites in SERP) – micrositeSingle Domain entries are limited to 2 result spaces in Google’s SERP
  • Blogging – Hubspot notes - “Companies that blog have 97% more inbound links than those that don't.”PR Posting Sites / Authoritative Sites (with higher page ranks)Social – Facebook & LinkedIn are great, Twitter to a lesser degree because of shortened links (bit.ly)
  • 301 – makes www.pardot.com and pardot.com be the same (e.g., www no longer exists)Also 301 New link structure
  • Make content fresh (blogging, KB)RelevantReadableVideo – Post to siteAlt TagsThis video will still be on the 10,000th page for SEO because it is such a competitive term
  • Black Hat:“I can make you rank #1 for Google”. Treat this like the Nigerian prince who wants to give you a million dollars.Link Buying – JC Penny through SearchDex (JCP was penalized, although many think not as harshly as required due to their Paid Search Spendinghttp://tech.fortune.cnn.com/2011/02/14/j-c-penny-gets-busted-juicing-its-google-results/Keyword Stuffing – 1%-3% is optimalCloaking – Detecting bots and displaying keyword rich data that would not be relevant to the human eyePenalties:If you’re not cheating, you’re not trying does not apply to SEO. Penalties – They take you out of the rankings or push your site dramatically down. In jan 2012 (1 week ago) –Google Purchased “organic” inbound links for Chrome.In response, the webspam team has taken manual action to demote www.google.com/chrome for at least 60 days. After that, someone on the Chrome side can submit a reconsideration request documenting their clean-up just like any other company would. During the 60 days, the PageRank of www.google.com/chrome will also be lowered to reflect the fact that we also won’t trust outgoing links from that page.http://explicitly.me/learning-from-the-chrome-penalty
  • Transcript

    • 1. Unlocking the Mysteries of SEOA B2B Marketer’s Guide
    • 2. Introduction <body> <b>I’m Derek Grant</b> <ul> <li>Pardot Sales</li> <li>Motto:</li> </ul> <h3>Be Brief, Be Brilliant and Be Gone</h3> </body>
    • 3. What is SEO? Search Engine Optimization (SEO) 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.
    • 4. PageRank – Respect My Authority! Identify your PageRank (PR) Site Page Rank Google 10 Facebook 10 Wikipedia 9 Microsoft 9 Apple 9 Your Site ? Use Google PageRank Checker or SEOquake
    • 5. Page StructureArchitecting SEO-Friendly Pages
    • 6. Long Tail Search
    • 7. Friendly URLsHelp your brand stand out!• Use keyword-rich URLs• Limit folders/directories• Use hyphen “-” or underscore “_”www.pardot.com/leaddeck Rates Well for LeadDeckwww.pardot.com/leaddeck-real-time-alerts Rates Well for LeadDeck, Real-Time Alertswww.pardot.com/pageid=10 ??
    • 8. Meaningful Page TitlesWhat’s in a Page Title?• Most important words first• Include critical points of data• No more than 63-69 characters• Unique for Every Page “Resources |Marketing Automation by Pardot” vs. “Pardot – Marketing Automation”
    • 9. Quality Control• Misspelling• Invalid Code (HTML & CSS)• Validator.w3.org & Google Webmaster Tools
    • 10. META TagsHuge in the 90’s
    • 11. Keyword Tag• Most Important Concepts on the Page• Recommend 10-15 keywords• Limited Impact on SEO• Put keywords in the document body <meta name="keywords" content="marketing automation, lead nurturing, roi reporting, pardot"/>
    • 12. Description Tag• Page Summary• “Elevator Pitch”• Reduces Bounce Rates• Under 155 Characters
    • 13. Indexable Content• Avoid heavy use of Flash®, which search engines can skip• Always use alt text for images!• Description becomes valuable
    • 14. More is MoreHow Quantity Can Drive Visibility
    • 15. Keyword Density• Percentage of keywords v. total words• Complements the Keywords Tag• 1-3% is Optimum
    • 16. Page Quantity• Use More Pages, Less Copy• Keywords and Keyword Density• Site:yourdomain.com for a rough measure
    • 17. Internal Links• Target the same domain• Categories pardot.com• Site Structure Company Product Resources LeadDeck
    • 18. Inbound LinksGood Inbound Links:• Off-site blogs• Industry forums• PR posting services• Social media (LinkedIn, Facebook and Twitter)• Partner SitesPage quality can hurt
    • 19. Quick Wins• 301 Redirect• Create and Submit an XML Sitemap • Google Webmaster Tools • Ask • Yahoo!• DMOZ and Yahoo Directories • Cost Associated for Yahoo • Free but long process for DMOZ• Blogging
    • 20. More Sources of Good Content • Expose your knowledge base or user community • Naturally keyword rich • Long tail search terms • More contributors (support/services) help SEO • Clients contribute • Webinar Videos • Abstract in Description
    • 21. Avoid the “Black Hat”• If it seems too easy, it’s probably a bad idea • Hidden links on your site • Paid links (even big companies do this!) • “Keyword stuffing” your meta tags or content • “Cloaking” – showing very different content to search engines than you do to humans• Penalties far outweigh any benefit
    • 22. Questions
    • 23. Contact Information PardotDerek Grant 950 East Paces Ferry RdSVP of Sales Suite 3300derek.grant@pardot.com Atlanta, Georgia 30326@derekgrant 404.492.6848 877.3B2B.ROI www.pardot.com