This document summarizes Miriam Schwab's presentation on web trends for marketing professionals. Some of the key topics discussed include Google removing underused features from Google Webmaster Tools, storing Webmaster Tools data for 90 days, the Google Penguin update targeting over-optimized links, and new features for Google+, Facebook, LinkedIn, YouTube and Pinterest. Schwab also discusses tools for marketers and provides news items like Facebook decorating its roof with a large QR code.
Monthly web trends - April 2012 - by Miriam Schwab
1. Web Trends for Marketing
Professionals
April 30, 2012, Jerusalem
By: Miriam Schwab
Follow us: facebook.com/illuminea
Follow me! @miriamschwab
2. Who am I?
• Friendly CEO of illuminea, one of Israel’s
leading WordPress development agencies.
• Providing SEO and social media marketing
services
• Speaker at dozens of conferences, including
Affilicon, Megaconn, Sphinncon, and SMX
• Serves on Steering Board of Digital Eve
Israel, one of Israel’s largest communities of
professional women.
Follow me! @miriamschwab
3. Google removing features from
GWT
• Due to low usage
• Site performance report - site performance
report, the subscriber stats and the
robots.txt creation tool. Can use Google’s
Page Speed, YSlow, etc.
• the subscriber stats – can use Feedburner
• robots.txt creation tool – can use text
editor
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4. GWT now storing 90 days of
data!
• Google Webmaster Tools will store
historical search query data for 90 days
• Number of reported queries to
increase from 1000 to 2000
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5. Google Account Activity Report
• Sign-in locations
• Browsers
• Platforms
• Changes to sign-in credentials
• Connected sites and apps
• Places one has been (for Google Latitude
users)
• Number of emails sent and received
• Volume of searches.
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6. Google Penguin Update –
fighting over-optimization
• Google says will affect 3% of search queries
• Penalizes websites based on their link strategy
• Targeting link networks – they are being
deindexed + unnatural anchor text profiles
• Too many sidebar links; linking sites that
became “toxic”
• Google asking site owners to clean up their
bad links. Yikes.
• Don’t submit reconsideration request until
you’ve cleaned up.
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8. Unnatural Links Message
• Rumor: the messages are manually
generated
• Rumor: more than 1 million sites received
the message
• Penalty usually comes within weeks
• Penalty is phrase based - sites lose rankings
for all keywords related to the ones used in
the anchor text of the links Google has
identified as being “unnatural”
• Spam Reporting Form – for reporting spam
you think Penguin should have caught
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9. Was I hit by Penguin/Panda?
What happened Date Penguin/Panda
Traffic dropped April 24 Penguin
Traffic increased April 24 Penguin
Traffic dropped April 19 Panda 3.5
Traffic dropped April 17 and Mistake by
and recovered 18 Google -
incorrectly
classifying sites
as parked
domains.
Source: Google Penguin Update Recovery Tips & Advice
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10. Drive vs SkyDrive vs Dropbox
Google Drive MS SkyDrive Dropbox
Free storage 5 GB, 1 GB for 7 GB (25 GB 2 GB
space Picasa for existing
users)
Mobile apps Android iOS. OneNote Android/iOS
app not
supported
outside of US
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11. Sort Gmail by size
• Running out of space in Gmail?
• Sort emails by attachment size using
this Google Doc
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12. Google+
• New design:
– You can drag apps up or down to create
the order you want
– You can hover over certain apps to
reveal a set of quick actions
– You can show or hide apps by moving
them in and out of “More”
• Dedicated Hangouts page
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15. Hi-res photos on Facebook
Now the photo
viewer will
automatically
display photos
in the highest
resolution
possible.
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16. You can
expand the
photo viewer
to take up
your entire
computer
screen.
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17. Uniform addresses on fb
• Email address will now match your
username. For example:
Facebook.com/miriamschwab
miriamschwab@facebook.com
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18. FB allows downloading of IP
addresses
• Users will now be able to download a
copy of all IP address activity that
is occurring on the ccount.
• Additional information that can now
be downloaded are previous names
and friend requests.
• Download data here:
http://www.facebook.com/download
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20. FB’s Timeline Gives Brands 46%
Higher Engagement Per Post
• Simply Measured: Timeline has
increased fan engagement, content
engagement & photo &
video engagement for brands.
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23. STUDY: Facebook Timeline
Doesn't Affect Engagement
• A new study by EdgeRank Checker has
found that timeline does not affect fan
engagement
• Haha
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25. Linking To Facebook Pages
Lowers Ad Costs
• Advertisements on Facebook yield
more paying customers when the
promotion links to a page on the social
network instead of an external website.
Source: SocialCode
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26. Rick Santorum – Klout bomb
• Users made him influential in “Diaper,”
“Homophobia,” “Homosexuality,” and
“Racism.”
• Ron Paul: “Drag Queen” and “Cloth
Diapers”
• Newt Gingrich: “cheating,” “divorce” and
“lobbying”
• Mitt Romney: “homophobia”
• Barack Obama: “cheating” and “fascism.”
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27.
28. Make Kyle the best Mom on
Klout
• Right now Kyle is influential on the
topics of Alcohol, Laptops, and Johnny
Depp
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29. LinkedIn improves People You
May Know (PYMK)
• New UI
• Filter by logo
• Endless scroll
• Improved accuracy and relevance
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30.
31. LinkedIn adds Targeted Updates
and Follower Stats
• Targeted Updates: Enables page admins
to target company status updates to
specific followers so they can deliver the
most relevant content to the most
appropriate audiences.
– Company Size
– Industry
– Job Function
– Seniority
– Geography
– Including/excluding company employees
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32. LinkedIn adds Targeted Updates
and Follower Stats
• 24 hours after you post an update, admins
will be able to view post metrics such as
number of followers
targeted, impressions, clicks, shares, and
engagement as well as be able to review
that post's original targeting criteria
• Internal LinkedIn study: examples have
shown a 66%+ increase in
audience engagement as result of
targeted updates.
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35. New LinkedIn app for iPad
• Snapshot of recent activity and news
• Also rolling out a new tablet website:
tablet.linkedin.com.
• Calendar feature syncs event
attendee data with your device
calendar (now on iOS and Android)
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36.
37. YouTube ad options
• Homepage redzone - $300k per day
• TrueView In-Stream – pre-roll video, 30-
60 sec, can be skipped after 5 sec. You
are charged after user watched 30
sec. Avg cost $0.04 per view/click
• TrueView In-Search – like
AdWords, shows thumbnail of
video, CTA
• Text Overlay – appears on top of
videos
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38. YouTube opens Partner Program
to all
• Make money off your videos with
YouTube’s Partner Program
• Available in many countries, including
Australia, Canada, US, UK and Israel.
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39. Pinterest
• Can now pin videos from Vimeo
• Can select specific pin as cover for a
board
• Now 3rd most popular network – after
fb and twitter
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40. WordPress stats
• March 2012 – WP powers 72.4m sites =
most widely used and popular CMS
• 20-25% of all new sites use WP
• 14.74% of top 1m sites use WP,
including: Honda, NFL, NYTimes, CNN,
TechCrunch, etc.
• 48% of top 100 blogs use WP
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