5 Ways to Effectively Leverage Your SEO Efforts


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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.

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5 Ways to Effectively Leverage Your SEO Efforts

  1. 1. 
5 Ways to Effectively LeverageYour SEO Efforts"Derek Grant, Sales Director!Pardot, An ExactTarget® Company!
  2. 2. Introduction"<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. Key Terms"I’ll be sprinkling these in throughout the presentation!
  4. 4. What is SEO?"Search Engine Optimization !!The process of improving thevisibility of a website or a webpage in search engines, via the"natural” or un-paid ("organic"or "algorithmic”) search results. !Courtesy:  Wikipedia  
  5. 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  
  6. 6. Courtesy:  Elliance  What is Long Tail SEO?"
  7. 7. Page Structure"Authoring SEO-Friendly Pages!
  8. 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. 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. 10. Do a Quality Job"Google Favors Good HTML"•  Spel Check!•  Complete HTML!•  <strong>Close Tags!•  Quality Assurance !•  </form!•  Tools!•  Validator.w3.org or GoogleWebmaster Tools!>"</strong>"
  11. 11. Make Rich Media Index-able"Flat Files Can’t Be Indexed"•  Avoid heavy use ofFlash®!•  Alt text on images & Video!•  Description is valuable!  alt=“car”  alt=“blue  conver6ble”  alt=“2012  Blue  Audi  R8  Spyder  Conver6ble”  
  12. 12. Meta Tags"Descriptive Data for Search Engines!
  13. 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 HTMLdocument!
  14. 14. Keyword Tag"•  Most important concepts!•  10-15 keywords!•  Limited impact on SEO!•  Include in document body!<meta name="keywords"content="marketing automation, leadnurturing, lead qualification, roireporting, pardot”/>”!
  15. 15. Description Tag"•  Page summary!•  “Elevator Pitch”!•  Under 155 characters!!
  16. 16. More is More"How Quantity Can Drive Visibility!
  17. 17. Keyword Density"•  Percentage of keywordsv. total words!•  Complements thekeywords tag!•  1-3% is optimum!Courtesy:  SEOQuake  
  18. 18. Keyword Density"
  19. 19. Page Quantity"More Pages, Less Copy"•  Highly Keyword Optimized!•  Great User Experience (Limited Scrolling)!•  More to be indexed!•  Google “Site:yourdomain.com”  
  20. 20. Consider Your Link Structure"Pardot.com/blog (Internal Link)""""Blog.pardot.com (Inbound Link)  
  21. 21. pardot.com"Company" Product" Resources"Blog"Internal Links"•  Target the same domain!•  Single (powerful) site!•  1 SERP Result!
  22. 22. pardot.com"Inbound Links"•  Viewed as External Site!•  If Authoritative, then helpful!•  Smaller sites!•  Multiple SERP Results!blog.pardot.com"
  23. 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. 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. 25. Putting It All Together"Practical Next Steps to Improve SEO!
  26. 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. 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. 28. There are no Shortcuts"If you’re not cheating, you’re nottrying"•  Does not apply to SEO!Black Hat SEO Utilizes"•  Hidden links on your site!•  Paid links (even big companies dothis!)!•  “Keyword stuffing” your meta tagsor content!Penalties far outweigh short termbenefits"
  29. 29. Questions?"Derek Grantderek.grant@pardot.com@derekgrant