3 ½ Simple Ways to Improve SEO - Practical Ways to Rank Higher

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Join us in this one-hour webinar as Derek Grant, SVP of Sales at Pardot, tackles the mysteries of SEO and gives us practical, yet effective ways that will help yield SEO success.

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3 ½ Simple Ways to Improve SEO - Practical Ways to Rank Higher

  1. 1. 3  ½  Simple  Ways  to  Improve  SEO  Prac7cal  Ideas  to  Rank  Higher  
  2. 2. Introduc7on   I’m  Derek  Grant     FSU  Fun  Facts:   •  #8  Party  School   •  #101  Best  Colleges   •  40%  4  Year  Grad   Rate     University  MoGo:   •  “C  Pares  Gradu”     C  Equals  Degree  
  3. 3. A  Primer  to  SEO  GeIng  Started  
  4. 4. What  is  SEO?   Search  Engine  Op7miza7on  (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. 5. Some  Points  About  SEO   It’s  a  Labo(u)r  of  Love   •  You  can’t  go  from  0-­‐60   •  Changes  today  help  in   the  future   •  It  trends  over  Hme   •  Today’s  ranking  can  be   improved  /  reduced   •  It’s  an  investment  of   Hme   •  Content  creaHon   •  Site  opHmizaHon  
  6. 6. PageRank  –  Respect  My  Authority!   Iden7fy  your  PageRank  (PR)   Site   Page  Rank   Google   10   Facebook   10   Wikipedia   9   MicrosoR   9   Apple   9   Your  Site   ?   Use  Google  PageRank  Checker  or  SEOquake  
  7. 7. Idea  1  –  Be  Search  Engine-­‐Friendly  Quick  Wins  Using  Page  Architecture  
  8. 8. Long  Tail  Search  
  9. 9. 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-­‐1me-­‐alerts   Rates  Well  for  LeadDeck,  Real-­‐Time   Alerts  www.pardot.com/pageid=10   ??  
  10. 10. Meaningful  Page  Titles  What’s  in  a  Page  Title?  •  Most  important  words  first  •  Include  criHcal  points  of  data  •  No  more  than  63-­‐69  characters  •  Unique  for  Every  Page   “Resources  |Marke1ng  Automa1on  |  Pardot”   vs.   “Pardot  –  Marke1ng  Automa1on  Resources”  
  11. 11. Meaningful  Page  Titles   Page  Titles  
  12. 12. ALT  Tags  Use:  •  Flat  Files  Cannot  Be  Indexed  •  Screen  Readers  (Visually  Impaired)  •  Describe  a  Page  Element   •  Does  not  have  to  be  literal     alt="What  is  Marke7ng   Automa7on?  Video"  
  13. 13. Quality  Control  •  Google  likes  good  Code   •  HTML  &  CSS   •  Close  Tags   •  Use  Standard  Elements  •  Misspelling   •  Rate  well  for  “kat”?  •  Check  Using:   •  Validator.w3.org   •  Google  Webmaster  Tools    
  14. 14. 301  Redirect  www.pardot.com       hgp://pardot.com      •  Company   •  Resources   •  Careers   •  Whitepapers   •  Management       •  Webinars                Search  Engines  See  This  as  Two  Sites:  •  Lower  Page  QuanHty  •  Diffused  SEO  impact  •  301  Consolidates  Into  a  Single  Site    
  15. 15. Idea  2  –  Be  Descrip7ve  Meta  Tags  -­‐  Huge  in  the  90’s  
  16. 16. 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="marke7ng   automa7on,  lead  nurturing,  roi  repor7ng,  pardot"/>  
  17. 17. Descrip7on  Tag  •  Page  Summary  •  “Elevator  Pitch”  •  Reduces  Bounce  Rates  •  Under  155  Characters     Descrip7on  
  18. 18. Indexable  Content  •  Avoid  heavy  use  of   Flash®,  which  search   engines  can  skip  •  Always  use  alt  text  for   images!  •  DescripHon  adds  value      
  19. 19. Idea  3  -­‐  More  is  More  How  Quan7ty  Can  Drive  Visibility  
  20. 20. Keyword  Density  Cri7cal  Words  •  Percentage  of   keywords  v.  total   words  •  Complements   the  Keywords   Tag  •  1-­‐3%  is  OpHmum    
  21. 21. Page  Quan7ty  •  Use  More  Pages,  Less  Copy  •  Keywords  and  Keyword   Density  •  Site:yourdomain.com  for  a   rough  measure    
  22. 22. Internal  Links  •  Target  the  same  domain  •  Categories   pardot.com  •  Site  Structure       Company   Product   Resources   iPhone   LeadDeck   Webinars  
  23. 23. Inbound  Links  Good  Inbound  Links:  •  Off-­‐site  blogs  •  Industry  forums  •  PR  posHng  services  •  Social  media   (LinkedIn,  Facebook   and  Twiger)    •  Partner  Sites    Low  PR  can  hurt  
  24. 24. Idea  3.5  –  Quick  Wins  &  A  Loss  Things  to  Consider  Immediately  
  25. 25. Quick  Wins  •  301  Redirect    •  Create  and  Submit  an  XML  Sitemap   •  Google  Webmaster  Tools   •  Ask   •  Bing   •  Yahoo!  •  DMOZ  and  Yahoo  Directories   •  Cost  Associated  for  Yahoo   •  Free  but  long  process  for  DMOZ    •  Blogging   •  Use  YourDomain.com/Blog  not  Blog.YourDomain.com  
  26. 26. 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  DescripHon  
  27. 27. 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  •  PenalHes  far  outweigh  any  benefit  
  28. 28. Ques7ons  
  29. 29. Contact  Informa7on   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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