3 ½ simple ways to improve seo - practical ways to rank higher
TRANSCRIPT
I’m Derek Grant FSU Fun Facts: • #8 Party School • #101 Best Colleges • 40% 4 Year Grad Rate
University MoGo: • “C Pares Gradu”
Introduc7on
C Equals Degree
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.
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
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
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 ??
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”
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"
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
301 Redirect
www.pardot.com • Company
• Careers • Management
hgp://pardot.com • Resources • Whitepapers • Webinars
Search Engines See This as Two Sites: • Lower Page QuanHty • Diffused SEO impact • 301 Consolidates Into a Single Site
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"/>
Descrip7on Tag • Page Summary • “Elevator Pitch” • Reduces Bounce Rates • Under 155 Characters
Descrip7on
Indexable Content
• Avoid heavy use of Flash®, which search engines can skip
• Always use alt text for images!
• DescripHon adds value
Keyword Density
Cri7cal Words • Percentage of keywords v. total words
• Complements the Keywords Tag
• 1-‐3% is OpHmum
Page Quan7ty • Use More Pages, Less Copy • Keywords and Keyword Density
• Site:yourdomain.com for a rough measure
Internal Links • Target the same domain • Categories • Site Structure
pardot.com
Company Product Resources
LeadDeck iPhone Webinars
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
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
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
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
Derek Grant SVP of Sales
@derekgrant
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact Informa7on