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@janetdmiller | @marketingmojo | marketing-mojo.com
SEO AND WHAT
YOU NEED TO
KNOW: PLANNING
FOR 2017
Janet Driscoll Miller
Marketing Mojo
PRSA
September 27, 2016

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S NEW WITH
GOOGLE?

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com
MOBILE

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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TITLE LENGTH
• Desktop = ~ 70 characters with spaces
• Mobile = ~ 55 characters with spaces

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@janetdmiller | @marketingmojo | marketing-mojo.com
CONTENT

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@janetdmiller | @marketingmojo | marketing-mojo.com
PANDA UPDATE
• Addresses duplicate content
and thin content
• Very important to remove
duplicate content from a site
• Now “regularly” runs
• According to Gary Illyes at
Google, every few weeks

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@janetdmiller | @marketingmojo | marketing-mojo.com
LINKS

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@janetdmiller | @marketingmojo | marketing-mojo.com
PENGUIN UPDATES
• Penguin focused on linkspam
• “Any links intended to
manipulate PageRank or a site's
ranking in Google search results may
be considered part of a link scheme
and a violation of
Google’s Webmaster Guidelines.
This includes any behavior that
manipulates links to your site.”
• LAST UPDATED 9/23/2016!
› Previous update was 10/17/14

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHY IS REAL-TIME PENGUIN
IMPORTANT?
• Last update before 9/23 had been nearly two
years before!
› In the meantime, sites had to wait for the update
to remove the penalty
• Now sites can recover almost immediately if
they take corrective action

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@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• View links pointing to your site

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@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• See manual actions and warnings.

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@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE
• Disavow links

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@janetdmiller | @marketingmojo | marketing-mojo.com
<a href=“www.mydomain.com/mypressrelease.html” rel=“nofollow”>Link to
my website.</a>

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@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE POSSUM UPDATE?
• Released in early September
• Seems to focus on local
results

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@janetdmiller | @marketingmojo | marketing-mojo.com
LOCAL BUT NOT IN CITY LIMITS

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@janetdmiller | @marketingmojo | marketing-mojo.com

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ADDRESS AND AFFILIATION

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT YOU NEED TO DO
• If you have multiple offices/locations, be sure
to enter each address for that location
› Don’t just default to using one main address or a
corporate address/phone

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com
TECHNICAL ISSUES

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com
IMAGE SIZE

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@janetdmiller | @marketingmojo | marketing-mojo.com
SEO MEASUREMENT

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@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE ANALYTICS TAGGING
• Passes information from your
destination URLs into
Google Analytics
• Tagging is automatic in Google
AdWords by default
• https://support.google.com/
analytics/answer/1033867?hl=
en

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@janetdmiller | @marketingmojo | marketing-mojo.com
FIX SELF-REFERRALS!
• Google Universal Analytics can create self-referral
issues
• Self-referral:
› Your site’s domain is listed as a referral site to itself
• When you switch from Classic to Universal, you
have to update the “referral exclusion list”

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@janetdmiller | @marketingmojo | marketing-mojo.com
HOW SELF-REFERRALS HAPPEN IN
UNIVERSAL
• Session length is 30 minutes by default
Referral
Source/Medium:
Google/organic
Referral
Source/Medium:
YourDomain.com/
referral

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT HAPPENS WHEN IT’S FIXED?
• Self-referral traffic
becomes correctly
attributed to the
original
source/medium

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@janetdmiller | @marketingmojo | marketing-mojo.com
HOW DO YOU FIX IT?
• Set referral exclusions under PROPERTY
setting in Google Analytics
• Select Tracking Info/Referral Exclusion List

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S LIKELY COMING

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@janetdmiller | @marketingmojo | marketing-mojo.com
MORE PAID RESULTS IN LOCAL SEARCH

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@janetdmiller | @marketingmojo | marketing-mojo.com

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHERE IS YOUR SITE
LACKING?
PERFORM AN SEO AUDIT.

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@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT TO AUDIT?
• Technical issues
• Links
• Content
• Analytics

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@janetdmiller | @marketingmojo | marketing-mojo.com
CAPITALIZE ON YOUR HARD WORK IN
SEO!
• Retargeting
› Put code on your site today!
› You can’t build these audiences retroactively
• Platforms
› Google AdWords
› Google Analytics
› Bing Ads
• Many cookies last at least 180 days
› Facebook
› Twitter
› Pinterest

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@janetdmiller | @marketingmojo | marketing-mojo.com
CAPITALIZE ON YOUR HARD WORK IN
SEO!
• Email marketing
› Try to capture emails at minimum
› Use for email campaigns
• Customer Match advertising
› Platforms
» Google AdWords
» Facebook

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@janetdmiller | @marketingmojo | marketing-mojo.com
CONTACT INFO
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller