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SEO and What You Need to Know to Plan for 2017

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What do you need to do to plan for 2017? Janet Driscoll Miller, Marketing Mojo president & CEO, covers the things you need to know about SEO before you create your marketing plan.

Presentation for Central Virginia American Marketing Association (CVAMA)

Published in: Marketing
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SEO and What You Need to Know to Plan for 2017

  1. 1. @janetdmiller | @marketingmojo | marketing-mojo.com SEO AND WHAT YOU NEED TO KNOW: PLANNING FOR 2017 Janet Driscoll Miller Marketing Mojo Central Virginia AMA September 27, 2016
  2. 2. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT’S NEW WITH GOOGLE?
  3. 3. @janetdmiller | @marketingmojo | marketing-mojo.com
  4. 4. @janetdmiller | @marketingmojo | marketing-mojo.com
  5. 5. @janetdmiller | @marketingmojo | marketing-mojo.com
  6. 6. @janetdmiller | @marketingmojo | marketing-mojo.com
  7. 7. @janetdmiller | @marketingmojo | marketing-mojo.com MOBILE
  8. 8. @janetdmiller | @marketingmojo | marketing-mojo.com
  9. 9. @janetdmiller | @marketingmojo | marketing-mojo.com
  10. 10. @janetdmiller | @marketingmojo | marketing-mojo.com
  11. 11. @janetdmiller | @marketingmojo | marketing-mojo.com
  12. 12. @janetdmiller | @marketingmojo | marketing-mojo.com TITLE LENGTH • Desktop = ~ 70 characters with spaces • Mobile = ~ 55 characters with spaces
  13. 13. @janetdmiller | @marketingmojo | marketing-mojo.com CONTENT
  14. 14. @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
  15. 15. @janetdmiller | @marketingmojo | marketing-mojo.com LINKS
  16. 16. @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
  17. 17. @janetdmiller | @marketingmojo | marketing-mojo.com
  18. 18. @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
  19. 19. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • View links pointing to your site
  20. 20. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • See manual actions and warnings.
  21. 21. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • Disavow links
  22. 22. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE POSSUM UPDATE? • Released in early September • Seems to focus on local results
  23. 23. @janetdmiller | @marketingmojo | marketing-mojo.com LOCAL BUT NOT IN CITY LIMITS
  24. 24. @janetdmiller | @marketingmojo | marketing-mojo.com
  25. 25. @janetdmiller | @marketingmojo | marketing-mojo.com ADDRESS AND AFFILIATION
  26. 26. @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
  27. 27. @janetdmiller | @marketingmojo | marketing-mojo.com
  28. 28. @janetdmiller | @marketingmojo | marketing-mojo.com TECHNICAL ISSUES
  29. 29. @janetdmiller | @marketingmojo | marketing-mojo.com
  30. 30. @janetdmiller | @marketingmojo | marketing-mojo.com
  31. 31. @janetdmiller | @marketingmojo | marketing-mojo.com
  32. 32. @janetdmiller | @marketingmojo | marketing-mojo.com
  33. 33. @janetdmiller | @marketingmojo | marketing-mojo.com
  34. 34. @janetdmiller | @marketingmojo | marketing-mojo.com IMAGE SIZE
  35. 35. @janetdmiller | @marketingmojo | marketing-mojo.com TLDS
  36. 36. @janetdmiller | @marketingmojo | marketing-mojo.com
  37. 37. @janetdmiller | @marketingmojo | marketing-mojo.com SOCIAL FACTORS
  38. 38. @janetdmiller | @marketingmojo | marketing-mojo.com
  39. 39. @janetdmiller | @marketingmojo | marketing-mojo.com SOCIAL IS NOT A RANKING FACTOR
  40. 40. @janetdmiller | @marketingmojo | marketing-mojo.com 1 2 3 4
  41. 41. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT ABOUT TWITTER?
  42. 42. @janetdmiller | @marketingmojo | marketing-mojo.com SEO MEASUREMENT
  43. 43. @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
  44. 44. @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”
  45. 45. @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
  46. 46. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT HAPPENS WHEN IT’S FIXED? • Self-referral traffic becomes correctly attributed to the original source/medium
  47. 47. @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
  48. 48. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT’S LIKELY COMING
  49. 49. @janetdmiller | @marketingmojo | marketing-mojo.com MORE PAID RESULTS IN LOCAL SEARCH
  50. 50. @janetdmiller | @marketingmojo | marketing-mojo.com
  51. 51. @janetdmiller | @marketingmojo | marketing-mojo.com WHERE IS YOUR SITE LACKING? PERFORM AN SEO AUDIT.
  52. 52. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT TO AUDIT? • Technical issues • Links • Content • Analytics
  53. 53. @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
  54. 54. @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
  55. 55. @janetdmiller | @marketingmojo | marketing-mojo.com CONTACT INFO JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller

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