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.
Exploring the Impact of Social Media Trends on Society.pdf
SEO and What You Need to Know: Planning for 2017
1. @janetdmiller | @marketingmojo | marketing-mojo.com
SEO AND WHAT
YOU NEED TO
KNOW: PLANNING
FOR 2017
Janet Driscoll Miller
Marketing Mojo
PRSA
September 27, 2016
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
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
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
27. @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
37. @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
38. @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”
39. @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
40. @janetdmiller | @marketingmojo | marketing-mojo.com
WHAT HAPPENS WHEN IT’S FIXED?
• Self-referral traffic
becomes correctly
attributed to the
original
source/medium
41. @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
47. @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
48. @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
49. @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