2. Introduc@on
<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. What
is
SEO?
Search
Engine
Op@miza@on
(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.
4. PageRank
–
Respect
My
Authority!
Iden@fy
your
PageRank
(PR)
Site
Page
Rank
Google
10
Facebook
10
Wikipedia
9
MicrosoD
9
Apple
9
Your
Site
?
Use
Google
PageRank
Checker
or
SEOquake
7. 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-‐2me-‐alerts
Rates
Well
for
LeadDeck,
Real-‐Time
Alerts
www.pardot.com/pageid=10
??
8. Meaningful
Page
Titles
What’s
in
a
Page
Title?
• Most
important
words
first
• Include
criUcal
points
of
data
• No
more
than
63-‐69
characters
• Unique
for
Every
Page
“Resources
|Marke2ng
Automa2on
by
Pardot”
vs.
“Pardot
–
Marke2ng
Automa2on”
9. Quality
Control
• Misspelling
• Invalid
Code
(HTML
&
CSS)
• Validator.w3.org
&
Google
Webmaster
Tools
11. 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="marke@ng
automa@on,
lead
nurturing,
roi
repor@ng,
pardot"/>
12. Descrip@on
Tag
• Page
Summary
• “Elevator
Pitch”
• Reduces
Bounce
Rates
• Under
155
Characters
13. Indexable
Content
• Avoid
heavy
use
of
Flash®,
which
search
engines
can
skip
• Always
use
alt
text
for
images!
• DescripUon
becomes
valuable
15. Keyword
Density
• Percentage
of
keywords
v.
total
words
• Complements
the
Keywords
Tag
• 1-‐3%
is
OpUmum
16. Page
Quan@ty
• Use
More
Pages,
Less
Copy
• Keywords
and
Keyword
Density
• Site:yourdomain.com
for
a
rough
measure
17. Internal
Links
• Target
the
same
domain
• Categories
pardot.com
• Site
Structure
Company
Product
Resources
LeadDeck
18. Inbound
Links
Good
Inbound
Links:
• Off-‐site
blogs
• Industry
forums
• PR
posUng
services
• Social
media
(LinkedIn,
Facebook
and
Twi4er)
• Partner
Sites
Page
quality
can
hurt
19. Quick
Wins
• 301
Redirect
• Create
and
Submit
an
XML
Sitemap
• Google
Webmaster
Tools
• Ask
• Yahoo!
• DMOZ
and
Yahoo
Directories
• Cost
Associated
for
Yahoo
• Free
but
long
process
for
DMOZ
• Blogging
20. 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
DescripUon
21. 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
• PenalUes
far
outweigh
any
benefit