seo and what you need to know to plan for 2017
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@janetdmiller | @marketingmojo | marketing-mojo.com
SEO AND WHAT YOU NEED TO KNOW: PLANNING FOR 2017Janet Driscoll MillerMarketing Mojo
Central Virginia AMASeptember 27, 2016
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WHAT’S NEW WITH GOOGLE?
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MOBILE
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TITLE LENGTH• Desktop = ~ 70 characters with
spaces• Mobile = ~ 55 characters with
spaces
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CONTENT
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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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LINKS
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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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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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GOOGLE SEARCH CONSOLE• View links pointing to your site
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GOOGLE SEARCH CONSOLE• See manual actions and warnings.
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GOOGLE SEARCH CONSOLE• Disavow links
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GOOGLE POSSUM UPDATE?• Released in early
September• Seems to focus on local
results
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LOCAL BUT NOT IN CITY LIMITS
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ADDRESS AND AFFILIATION
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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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TECHNICAL ISSUES
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IMAGE SIZE
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TLDS
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SOCIAL FACTORS
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SOCIAL IS NOT A RANKING FACTOR
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12
3
4
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WHAT ABOUT TWITTER?
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SEO MEASUREMENT
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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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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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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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WHAT HAPPENS WHEN IT’S FIXED?
• Self-referral traffic becomes correctly attributed to the original source/medium
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HOW DO YOU FIX IT?• Set referral exclusions under
PROPERTY setting in Google Analytics• Select Tracking Info/Referral
Exclusion List
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WHAT’S LIKELY COMING
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MORE PAID RESULTS IN LOCAL SEARCH
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WHERE IS YOUR SITE LACKING?
PERFORM AN SEO AUDIT.
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WHAT TO AUDIT?• Technical issues• Links• Content• Analytics
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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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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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CONTACT INFO
JANET DRISCOLL MILLERPresident and CEOMarketing Mojo
434.975.6656 x101
jmiller@marketing-mojo.com
@janetdmiller
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