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.

1. 3
½
Simple
Ways
to
Improve
SEO
Prac7cal
Ideas
to
Rank
Higher

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. A
Primer
to
SEO
GeIng
Started

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. 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. 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. Idea
1
–
Be
Search
Engine-­‐Friendly
Quick
Wins
Using
Page
Architecture

8. Long
Tail
Search

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. 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. Meaningful
Page
Titles
Page
Titles

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. 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. 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. Idea
2
–
Be
Descrip7ve
Meta
Tags
-­‐
Huge
in
the
90’s

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. Descrip7on
Tag
• Page
Summary
• “Elevator
Pitch”
• Reduces
Bounce
Rates
• Under
155
Characters
Descrip7on

18. Indexable
Content
• Avoid
heavy
use
of
Flash®,
which
search
engines
can
skip
• Always
use
alt
text
for
images!
• DescripHon
adds
value

19. Idea
3
-­‐
More
is
More
How
Quan7ty
Can
Drive
Visibility

20. Keyword
Density
Cri7cal
Words
• Percentage
of
keywords
v.
total
words
• Complements
the
Keywords
Tag
• 1-­‐3%
is
OpHmum

21. Page
Quan7ty
• Use
More
Pages,
Less
Copy
• Keywords
and
Keyword
Density
• Site:yourdomain.com
for
a
rough
measure

22. Internal
Links
• Target
the
same
domain
• Categories
pardot.com
• Site
Structure
Company
Product
Resources
iPhone
LeadDeck
Webinars

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. Idea
3.5
–
Quick
Wins
&
A
Loss
Things
to
Consider
Immediately

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. 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. 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. Ques7ons

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