Pardot Webinar - Unlocking the Mysteries of SEO - A B2B Marketer's Guide

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Come join us as we unlock the mysteries of SEO – step-by-step.

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Pardot Webinar - Unlocking the Mysteries of SEO - A B2B Marketer's Guide

  1. 1. Unlocking  the  Mysteries  of  SEO  A  B2B  Marketer’s  Guide  
  2. 2. Introduc@on   <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. 3. What  is  SEO?   Search  Engine  Op@miza@on  (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. 4. PageRank  –  Respect  My  Authority!   Iden@fy  your  PageRank  (PR)   Site   Page  Rank   Google   10   Facebook   10   Wikipedia   9   MicrosoD   9   Apple   9   Your  Site   ?   Use  Google  PageRank  Checker  or  SEOquake  
  5. 5. Page  Structure  Architec@ng  SEO-­‐Friendly  Pages  
  6. 6. Long  Tail  Search  
  7. 7. Friendly  URLs  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-­‐2me-­‐alerts   Rates  Well  for  LeadDeck,  Real-­‐Time   Alerts  www.pardot.com/pageid=10   ??  
  8. 8. Meaningful  Page  Titles  What’s  in  a  Page  Title?  •  Most  important  words  first  •  Include  criUcal  points  of  data  •  No  more  than  63-­‐69  characters  •  Unique  for  Every  Page   “Resources  |Marke2ng  Automa2on  by  Pardot”   vs.   “Pardot  –  Marke2ng  Automa2on”  
  9. 9. Quality  Control  •  Misspelling  •  Invalid  Code  (HTML  &  CSS)  •  Validator.w3.org  &  Google   Webmaster  Tools    
  10. 10. META  Tags  Huge  in  the  90’s  
  11. 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="marke@ng   automa@on,  lead  nurturing,  roi  repor@ng,  pardot"/>  
  12. 12. Descrip@on  Tag  •  Page  Summary  •  “Elevator  Pitch”  •  Reduces  Bounce  Rates  •  Under  155  Characters    
  13. 13. Indexable  Content  •  Avoid  heavy  use  of   Flash®,  which  search   engines  can  skip  •  Always  use  alt  text  for   images!  •  DescripUon  becomes   valuable      
  14. 14. More  is  More  How  Quan@ty  Can  Drive  Visibility  
  15. 15. Keyword  Density  •  Percentage  of   keywords  v.  total   words  •  Complements  the   Keywords  Tag  •  1-­‐3%  is  OpUmum    
  16. 16. Page  Quan@ty  •  Use  More  Pages,  Less  Copy  •  Keywords  and  Keyword   Density  •  Site:yourdomain.com  for  a   rough  measure    
  17. 17. Internal  Links  •  Target  the  same  domain  •  Categories   pardot.com  •  Site  Structure       Company   Product   Resources   LeadDeck  
  18. 18. Inbound  Links  Good  Inbound  Links:  •  Off-­‐site  blogs  •  Industry  forums  •  PR  posUng  services  •  Social  media   (LinkedIn,  Facebook   and  Twi4er)    •  Partner  Sites    Page  quality  can  hurt  
  19. 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. 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  DescripUon  
  21. 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   •  PenalUes  far  outweigh  any  benefit  
  22. 22. Ques@ons  
  23. 23. Contact  Informa@on   Pardot  Derek  Grant   950  East  Paces  Ferry  Rd  SVP  of  Sales   Suite  3300  derek.grant@pardot.com   Atlanta,  Georgia  30326  @derekgrant       404.492.6848   877.3B2B.ROI   www.pardot.com  

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