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SEO - Being Found Is Half The Battle

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Inbound Marketing is a "must" in the marketing world of today. Marketers put in plenty of time and hard work creating great websites, resources and prospect tools. The name of the game is to make your …

Inbound Marketing is a "must" in the marketing world of today. Marketers put in plenty of time and hard work creating great websites, resources and prospect tools. The name of the game is to make your website, resources and tools easy to find and as visible as possible. Search Engine Optimization can help you achieve this.

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  • 1. SEO – Being Found Is Half The Battle Derek Grant Director of Sales
  • 2. A Little About Me <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. Key Terms (I’ll be sprinkling these in throughout the presentation)
  • 4. 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. !
  • 5. Search Engine Results Page (SERP) ! ! The listing of results returned by a search engine in response to a keyword query. The results normally include a list of items with titles, a reference to the full version, and a short description What is SERP?
  • 6. What is Long Tail SEO? Courtesy: Elliance
  • 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 convertible” alt=“2012 Blue Audi R8 Spyder Convertible”
  • 12. Meta Tags Descriptive Data for Search Engines
  • 13. Meta Tags – Huge in the 90s 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, salesforce.com”/>”!
  • 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!
  • 18. Put Keywords Everywhere
  • 19. Put Keywords Everywhere
  • 20. Keyword Density
  • 21. Page Quantity More Pages, Less Copy! •  Highly Keyword Optimized! •  Great User Experience (Limited Scrolling)! •  More to be indexed! •  Google “Site:yourdomain.com”
  • 22. Consider Your Link Structure Pardot.com/blog (Internal Link)! ! ! ! Blog.pardot.com (Inbound Link)
  • 23. Internal Links pardot.com! Company! Product! Resources! Blog! •  Target the same domain! •  Single (powerful) site! •  1 SERP Result!
  • 24. Inbound Links pardot.com! •  Viewed as External Site! •  If Authoritative, then helpful! •  Smaller sites! •  Multiple SERP Results! blog.pardot.com!
  • 25. Grow Third-Party 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!
  • 26. Authoritative Sites Based on PageRank Who’s Linking To You? Site Page Rank Google 10 Facebook 10 Wikipedia 9 Microsoft 9 Apple 9 Your Site ?
  • 27. Putting It All Together Practical Next Steps to Improve SEO
  • 28. Quick Wins •  301 Redirect! •  Pardot.com = www.pardot.com! •  Create & Submit your Sitemap! •  Google Webmaster Tools! •  Ask! •  Yahoo!! •  Be Listed in Directories! •  DMOZ! •  Yahoo Directories! •  Blog!
  • 29. 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!
  • 30. Black Hat SEO 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!
  • 31. Questions
  • 32. Director of Sales Derek Grant @derekgrant derek.grant@pardot.com