google+ local pages€¦ · • started in 2004 to provide clients advanced seo, ppc, and smm •...

DotNetNuke Corp. Confidential © 2012 All rights reserved.

OUT WITH THE OLD AND IN WITH THE NEW – SEO AND SOCIAL Mike Tretinjak and Danny Sheperd Titan SEO Chris Hammond DotNetNuke Corporation

2 DotNetNuke Corp. Confidential © 2012 All rights reserved. 2

CAN YOU HEAR ME?


CAN YOU SEE ME?


QUESTIONS


THE PROBLEM WE SOLVE: BUSINESS AGILITY

2000

One-to-Many

Time

Growth

• Static • Brochure-centric

2010

Many-to-Many

• eCommerce • Mobile/Tablet • Social

2020

• ?????

The Active Web

1 million community members

COMPANY HIGHLIGHTS

World’s #1 WCMS for Microsoft

~2000 commercial customers

Largest, most successful open

source project for Microsoft ecosystem

DOTNETNUKE EDITIONS

Google Confidential and Proprietary

Intro to Titan SEO

A leading digital marketing agency with offices in San Diego, California…

DotNetNuke’s SEO Agency Partner

Provides SEO, PPC and SMM

Advanced Technology Including TitanBOT

Provides FREE Analysis to DNN Users


• Started in 2004 to provide clients Advanced SEO, PPC, and SMM • Has Patented Technology including “Titan BOT” Search Engine

Spider • Featured in Inc 500/5000 two years in a row and the San Diego

Fast 100 • Chosen as Dot Net Nuke’s Official SEO Agency Partner in 2011


Out With the Old and in With the New – SEO and Social

SEO and Social Media year in review Tips to keep in mind during a new site transition Owning your brand online Search, Conversions and the overall user experience


SEO and Social Media year in review

• Google’s Penguin Update

• Google+ Local

• Google Shopping

• Social Updates 2012

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What Happened?

Google’s Algorithm change dubbed “Penguin” went live on April 24th and has continued to update frequently. Sites Penalized for Spam: If you were spamming the search engines, you most likely got affected by this update. Links removed, causing ranking loss: If you or someone else purchased links, or participated in a link building technique that is against TOS you most likely lost that link credit. TOS violators penalized: If you violated any of Google’s Terms of Service you most likely got hit. Some sites that should NOT have been penalized, were: With all updates there are a few that fall through the cracks that should not have been penalized. Talk to your SEO team to see how you can fix it.


What to do if you were affected? & How to avoid getting hit again… Clean up any TOS violations: Avoid hidden text or hidden links

Don't use cloaking or sneaky redirects

Don't send automated queries to Google

Don't load pages with irrelevant keywords

Don't create multiple pages, subdomains, or domains with substantially duplicate content

Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other

badware

Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content

Good SEO Always Wins!!


• Content Creation • Internal and External Anchor Text Links • Link Building • Video • Images • Site Size • Link Architecture • Keyword Research • Tracking Cached/Indexed Pages

Additional Important Strategies


• Duplicate content • Link buying or link spam • Hidden text • Keyword stuffing (Alt Tag, Meta Keyword, Image title, and

content) • Copied content • High keyword density • Deleting pages or sections without 301 redirecting • Changing domains without 301 redirecting • Black hat techniques (sneaking scripts, auto blog

commenting, mass article distribution, etc…)

Strategies to Avoid


Google+ Local Pages

•What changed?

•Simpler, more streamlined experience

•Discovery powered by Google+ connections

•Seamless integration across Google

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What changed? With the release of Google+ Local, Google is connecting the millions of people on Google+ with local business around the world. These updates focus on four main improvements:

Creating a simpler, more streamlined layout and design for your business listing that better organizes the information on the page and puts more focus on reviews and photos.

Improving the way people share and discover businesses by highlighting reviews and photos written by friends and experts they trust.

Enhancing the local search and discovery experience across Google by creating a seamless integration across Google.com, Google Maps, Google+ and mobile.

Google is now Integrating Google+ into search results

So whenever you search for something on Google, it uses information from Google+ accounts in your results, including photos and updates that you or others in your network have shared.


New, streamlined experience for your customers

The first thing you’ll notice is the new layout and design of your business listing. All your basic business information is still available but by streamlining the layout and putting more focus on photos and reviews, Google created a simpler, more engaging experience for your customers that helps your business stand out.

Basic information and reviews placed

front and center

More focus on photos to help make your listing come to life


More impactful reviews from friends and people you know

Your customers can now see local reviews written by people they know and trust. Activity from people in their circles, including reviews and check ins, will appear in a dedicated section above other activity making it easy for them to see the information most relevant to them. If you don’t have a Google+ page now, there has never been a better time to get one!


Recommendations from top reviewers and local experts

When people first arrive on the Google+ Local tab, they’ll get personalized recommendations from top reviewers making it easier for them to discover great new places in their neighborhoods. At a glance, they’ll be able to see what’s hot in their area and learn more with scores and reviews.

See and scroll through recommended places

See reviews from ‘top reviewers’ who

are local experts


Seamlessly integrated across Google Your customers can find your business in the products they already use every day. Customers can search on Google.com and Google Maps, explore neighborhoods and categories on Google+ Local, and take it all on the go in Google Maps on Android.

Make sure you have someone managing both Google+ and Google+ Local.


Google Shopping, what’s changed? With the release of Google Shopping Google said goodbye to the free listings that were currently available through Google Product Search comparison shopping service. Here is what has changed with Google Shopping:

Bid for clicks and sales: You will have the ability to bid based on CPC models or CPA models.

Control where and how your ads are shown: You now can control which ads and products show up, and can also highlight special offers or incentives.

Merger of Google Product Listing Ads and Google Product Search: Google now has a single Shopping box in the new [format].

Enhanced Large Ads along the upper right corner of the search page: Consumers may also see larger images and additional information such as customer ratings, price and links to retailers.


How to Take advantage of this change Sign up as soon as possible and you may benefit from reduced competition

New users of Google Shopping may get 10% off of their spend

If you don’t already have one, setup a FREE Google Merchant account to get free clicks now and benefit from faster entry into the new Google Shopping


Product Listing Ads Product listing ads have the following advantages

• Richer product information

• Relevant products + associated image, price and product name

• Charged on a cost-per-action (CPA) basis, which means that you only pay when a user clicks on your ad and completes a purchase on your site


Social Updates 2012 and Tracking your Brand

•Facebook Changes

•Twitter Updates

•Linkedin and Pinterest

•Owning your Brand Online

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Facebook Changes

• Global Brand Pages-Allows marketers to maintain just one FB page URL, but route fans to alternate versions of the page based on their location

• Mobile-Only Facebook Ads-Now marketers can target only mobile

devices

• 9 More Facebook Targeting Options- Now advertisers can target their audience with more criteria, including age, gender, gender the user’s interested in, relationship status, education, college grad, in college, in high school and workplace… all in addition to options already available.


Twitter Changes

• Tailored Trends- This update allows Twitter to notify users about important topics that matter to each person, instead of the broad topics that only resonate with some. It can also help you decide what kind of content your followers might be interested in hearing from you.

• Twitter Cover Photos- Similar to Facebook, Twitter now has cover

photos on a user or company's profile page. Marketers now have more real estate to promote their company and brand.

• Targeting by Interest or Username- Twitter expanded paid advertising to have the ability to target by interest and username. Before, you could target with a search term, but now Twitter allows marketers to get more specific.


Linkedin and Pinterest Changes

• New Linkedin Company Pages - new pages display Company Updates and Products & Services more prominently, provide space for a cover photo, a different layout for Jobs, and the option to better target your company updates to certain segments of your audience.

• Pinterest Business Accounts for Brands- now brands can have a presence on Pinterest and it’s quite easy to setup


Owning your Brand

• Have a good SEO and Paid search plan in effect

• Be active on Social Networks and spread your brand around multiple networks, not just Facebook!

• The more networks you are on, the more real estate you will

occupy online • Track your brand online as well with a listening campaign – Google

Alerts, Blogpulse, WhosTalkin, Backtype and Social Mention are nice tools to utilize

• These tools can help you figure out what influences others so it can later be repeated – sending you more traffic, subscribers and spreading your influence online.


Web Transition Tips

• 301 Redirects

• Title Tags

• Meta Description

• Site Architecture

• Content, Conversions and the User Experience

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301 Redirects

• The 301 status code means that a page has permanently moved to a new location.

• For SEO purposes, avoid 302, 404 or any meta redirects. This can confuse search engines and have a negative impact on overall rankings

• Try to point all redirects to similar pages on the new site and don’t point all old pages to the home page


Title Tags and Meta Descriptions

• When creating new pages on a new site, try to match up all title tags as close as possible from the old pages to the new pages.

• This will avoid any confusion from search engine bots and they will continue to understand what your site is relevant too.

• With Meta Descriptions, try to emulate the same behavior as the

title tag transition. • If you have unique meta descriptions in place, try to match those to

the newly created pages


Site Architecture and Content

• Try to keep a similar category mapping system in place on the new design to avoid confusion when search engine bots crawl the new pages.

• This will avoid any confusion from search engine bots and they will

continue to understand what your site is relevant too. • With Meta Descriptions, try to emulate the same behavior as the

title tag transition. • If you have unique meta descriptions in place, try to match those to

the newly created pages


• Utilize Analytics for the transition. Understanding what is working from a conversion perspective can help improve visitor flow on the new site.

• Making educated decisions on site flow can dramatically have an impact on overall conversions and the overall user experience.

• Having clear copy will make a huge difference to a visitor’s experience

• Increasing the ease of use of any website will increase sales and conversion rates

Conversions and the User Experience


Summary

•Stay on Top of Search Engine Updates

•Continual Education with Social Networks

•Track and Build your Brand Online

•Test and Double Check New Site Prior to Launch

•Continue with Good SEO…

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Like us on Facebook facebook.com/TitanSEO Follow us on Twitter @TitanSEO For a free website evaluation email: [email protected]

google+ local pages€¦ · • started in 2004 to provide clients advanced seo, ppc, and smm •...

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