Learn basic steps about how to incorporate SEO into your marketing plan and increase your company's visibility.

1. SEO Simplified
Implementing SEO with Confidence!
Presented by: Tim Niziak, Marketing Operations Specialist"

2. Intro"

3. SEO Overview"
§ Past: SEO copywriting used to be largely based
on keyword frequency and density."
"
§ Today: The search engines’ algorithms (i.e.
Google’s) have evolved. There are more than 80
attributes that are weighed when determining a
page’s relevancy and ranking."

4. SEO Keys"
• URL Naming Convention"
• Copywriting Tips"
• Keyword Density/Frequency"
• Metatags: title, description, keywords"
• Page Copy: header, keyword selection, links, alt
text"

5. URL Naming Convention"
• The name of your page/post should be keyword targeted, and as
close to the root as possible:"
– Example: For the phrase “marketing automation” we use the URL:
pardot.com/marketing-automation"
"
• This is much more effective, than, say:"
– Example: pardot.com/products/marketing-automation/features/lead-
scoring/custom-lead scoring"
"
*Search engines are lazy – they don’t want to crawl all the way to the
end of a long URL string looking for keywords.*"

6. Keyword Density"
• In the past, search engines weighed keyword density and
frequency much more heavily. That led to black-hat SEO
practices that included things like ‘keyword stuffing’."
• However, it is still an important piece of SEO. Suggested
practices say to not make your targeted keyword more than 7%
of your page’s content. "
"
• In short, balance is key – don’t over or underuse your targeted
keyword/phrase."

7. Content Writing Tips"
• Do your keyword research – think like your
audience and be specific."
• Review your site pages – what words do you think
are the most targeted for each page? Are you
actually using those words?"
• Choose one keyword that is targeted for each
page."

8. Metatags"
• Metatags’ importance has also been downgraded in the
past few years."
• However, it is still a key piece as it is what your visitors see
when they search for your phrase in the search engines."
– Example:"

9. Page Attributes"
There are several pieces of SEO opportunity on a page or post, besides
keyword density and URL:"
• Header Tag Copy: <h1> and <h2> tags are great ways of calling out specific keywords on
your page/post and tells the search engines that the copy in-between these tags is the most
valuable."
• Image Alt Text: Every image on a page is an opportunity to use more keywords for SEO. The
search engines have no way of telling what is on a jpg, png, gif, etc so an Alt tag gives them
that info. The Alt Text is displayed, if the image is not visible. "
"
– Example: <img src=“pardot_tm.jpg" alt=“Pardot Marketing Automation" width="42" height="42" />"

10. All About Links"
• Links, both internal and external, build trust. They tell the engines that your site is
relevant, and that your content is legit."
• Internal links are used to drive traffic to your other pages and posts through your own
content. These are important because they help search engines find other content on
your site and improve its overall relevancy score."
"
• Inbound links come from outside websites and are weighed more heavily by the search
engines. You can drive your inbound links by sharing your own content via forums, blogs,
emails, e-newsletters, etc."
• If you must link to an outside website, be sure to use a target=“blank” command so that
the content is opened in a brand new page so your visitor doesn’t leave your site.
"
Example: <a href="http://www.fastcompany.com/3004094/instagram-can-soon-sell-your-photos-without-permission-payment-or-even-
notification" target="_blank">with a change to their terms of service</a>"

11. SEO Optimized Page: “Marketing Automation”"
"
www.pardot.com/marketing-automation

12. SEO Checklist"
• Keyword Targeted"
• Page URL"
• Content"
• Page Title"
• Description Tag"
• H1 Headline"
• Images"
• Keyword density"
• Links"
• Example that outlines the ‘perfectly optimized page’:"
-> http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization"

13. More Info"
• Helpful sites:"
– www.seomoz.org"
– www.seobook.com"
– www.clickz.com
"
• Blog posts:"
– www.pardot.com/ideas/5-simple-tips-for-seo"
– www.pardot.com/search/5-free-seo-tools"
– www.pardot.com/search/pardot-kit-seo-3-steps"

14. Questions"

15. SEO Simplified
Implementing SEO with Confidence!
Tim Niziak"
Marketing Operations Specialist"
!m.niziak@pardot.com
@!mniz"
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Pardot™, An ExactTarget® Company
950 East Paces Ferry Road, Suite 300, Atlanta, Georgia 30326"
404.492.6845 | 877.3B2B.ROI | www.pardot.com"