Pardot enhances software for keyword monitoring

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B-to-B software provider Pardot introduced upgraded SEO and search tools, intended to help companies monitor their competition and optimize keyword searches, said Adam Blitzer, the company's COO.

In order to create the software upgrades, Pardot worked with several data sources, including SEMRush and SEOmoz, Blitzer said.

The new software upgrades are designed to help B2B companies figure out what keywords are most valuable to them Blizter said. “Search remains one of the most viable channels for lead generation,” he said, adding that search is very important because “when someone types something into Google, that's exactly what they're looking for.”

If a brand optimizes keywords on its website, they're more likely to be found by—and to sell to—the right clients, he said. Blitzer added that while most companies believe they need to be among the highest-ranking searches within their line of business, that's not always important as a long tail of searches can lead to the same site.

“For example, in the marketing world a lot of software companies would love to rank at the top of searches for ‘email marketing,'” Blitzer said. “But it's an ultra competitive keyword.” If companies seek to extend their keywords on their site, those can add up to lots of searches and then lots of leads, he concluded.

In addition, the upgrades allow companies to see how they rank against their competitors, which can give them an advantage. “You can measure how you're doing from a linking perspective,” he said.

The upgrades are free for current Pardot clients.

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