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)
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SEO and What You Need to Know to Plan for 2017
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT’S NEW WITH GOOGLE?
- 3. @janetdmiller | @marketingmojo | marketing-mojo.com
- 4. @janetdmiller | @marketingmojo | marketing-mojo.com
- 5. @janetdmiller | @marketingmojo | marketing-mojo.com
- 6. @janetdmiller | @marketingmojo | marketing-mojo.com
- 7. @janetdmiller | @marketingmojo | marketing-mojo.com MOBILE
- 8. @janetdmiller | @marketingmojo | marketing-mojo.com
- 9. @janetdmiller | @marketingmojo | marketing-mojo.com
- 10. @janetdmiller | @marketingmojo | marketing-mojo.com
- 11. @janetdmiller | @marketingmojo | marketing-mojo.com
- 12. @janetdmiller | @marketingmojo | marketing-mojo.com TITLE LENGTH • Desktop = ~ 70 characters with spaces • Mobile = ~ 55 characters with spaces
- 13. @janetdmiller | @marketingmojo | marketing-mojo.com CONTENT
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com LINKS
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • View links pointing to your site
- 20. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • See manual actions and warnings.
- 21. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE SEARCH CONSOLE • Disavow links
- 22. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE POSSUM UPDATE? • Released in early September • Seems to focus on local results
- 23. @janetdmiller | @marketingmojo | marketing-mojo.com LOCAL BUT NOT IN CITY LIMITS
- 24. @janetdmiller | @marketingmojo | marketing-mojo.com
- 25. @janetdmiller | @marketingmojo | marketing-mojo.com ADDRESS AND AFFILIATION
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com
- 28. @janetdmiller | @marketingmojo | marketing-mojo.com TECHNICAL ISSUES
- 29. @janetdmiller | @marketingmojo | marketing-mojo.com
- 30. @janetdmiller | @marketingmojo | marketing-mojo.com
- 31. @janetdmiller | @marketingmojo | marketing-mojo.com
- 32. @janetdmiller | @marketingmojo | marketing-mojo.com
- 33. @janetdmiller | @marketingmojo | marketing-mojo.com
- 34. @janetdmiller | @marketingmojo | marketing-mojo.com IMAGE SIZE
- 35. @janetdmiller | @marketingmojo | marketing-mojo.com TLDS
- 36. @janetdmiller | @marketingmojo | marketing-mojo.com
- 37. @janetdmiller | @marketingmojo | marketing-mojo.com SOCIAL FACTORS
- 38. @janetdmiller | @marketingmojo | marketing-mojo.com
- 39. @janetdmiller | @marketingmojo | marketing-mojo.com SOCIAL IS NOT A RANKING FACTOR
- 40. @janetdmiller | @marketingmojo | marketing-mojo.com 1 2 3 4
- 41. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT ABOUT TWITTER?
- 42. @janetdmiller | @marketingmojo | marketing-mojo.com SEO MEASUREMENT
- 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. @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. @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. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT HAPPENS WHEN IT’S FIXED? • Self-referral traffic becomes correctly attributed to the original source/medium
- 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. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT’S LIKELY COMING
- 49. @janetdmiller | @marketingmojo | marketing-mojo.com MORE PAID RESULTS IN LOCAL SEARCH
- 50. @janetdmiller | @marketingmojo | marketing-mojo.com
- 51. @janetdmiller | @marketingmojo | marketing-mojo.com WHERE IS YOUR SITE LACKING? PERFORM AN SEO AUDIT.
- 52. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT TO AUDIT? • Technical issues • Links • Content • Analytics
- 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. @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. @janetdmiller | @marketingmojo | marketing-mojo.com CONTACT INFO JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller
Editor's Notes
- Before and after example of search results with ads above fold
- MOBILE
- Confirm Gary’s quote
- Headline about sitespeed as ranking factor
- Site speed – use graph from roland and sem rush graph for jda
- Show google page speed insights
- Insert recent quote from Gary or John Mueller here
- Google home pic here
- ADD TAD