SEO and What You Need to Know to Plan for 2017
-
Upload
marketing-mojo -
Category
Marketing
-
view
295 -
download
3
Transcript of SEO and What You Need to Know to Plan for 2017
![Page 1: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/1.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
SEO AND WHAT YOU NEED TO KNOW: PLANNING FOR 2017Janet Driscoll MillerMarketing Mojo
Central Virginia AMASeptember 27, 2016
![Page 2: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/2.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S NEW WITH GOOGLE?
![Page 3: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/3.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 4: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/4.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 5: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/5.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 6: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/6.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 7: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/7.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
MOBILE
![Page 8: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/8.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 9: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/9.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 10: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/10.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 11: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/11.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 12: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/12.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
TITLE LENGTH• Desktop = ~ 70 characters with
spaces• Mobile = ~ 55 characters with
spaces
![Page 13: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/13.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
CONTENT
![Page 14: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/14.jpg)
@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
![Page 15: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/15.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
LINKS
![Page 16: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/16.jpg)
@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
![Page 17: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/17.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 18: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/18.jpg)
@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
![Page 19: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/19.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE• View links pointing to your site
![Page 20: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/20.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE• See manual actions and warnings.
![Page 21: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/21.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE SEARCH CONSOLE• Disavow links
![Page 22: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/22.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
GOOGLE POSSUM UPDATE?• Released in early
September• Seems to focus on local
results
![Page 23: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/23.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
LOCAL BUT NOT IN CITY LIMITS
![Page 24: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/24.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 25: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/25.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
ADDRESS AND AFFILIATION
![Page 26: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/26.jpg)
@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
![Page 27: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/27.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 28: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/28.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
TECHNICAL ISSUES
![Page 29: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/29.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 30: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/30.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 31: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/31.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 32: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/32.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 33: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/33.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 34: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/34.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
IMAGE SIZE
![Page 35: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/35.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
TLDS
![Page 36: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/36.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 37: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/37.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
SOCIAL FACTORS
![Page 38: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/38.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 39: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/39.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
SOCIAL IS NOT A RANKING FACTOR
![Page 40: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/40.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
12
3
4
![Page 41: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/41.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT ABOUT TWITTER?
![Page 42: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/42.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
SEO MEASUREMENT
![Page 43: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/43.jpg)
@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
![Page 44: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/44.jpg)
@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”
![Page 45: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/45.jpg)
@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
![Page 46: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/46.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT HAPPENS WHEN IT’S FIXED?
• Self-referral traffic becomes correctly attributed to the original source/medium
![Page 47: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/47.jpg)
@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
![Page 48: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/48.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT’S LIKELY COMING
![Page 49: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/49.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
MORE PAID RESULTS IN LOCAL SEARCH
![Page 50: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/50.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
![Page 51: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/51.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHERE IS YOUR SITE LACKING?
PERFORM AN SEO AUDIT.
![Page 52: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/52.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
WHAT TO AUDIT?• Technical issues• Links• Content• Analytics
![Page 53: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/53.jpg)
@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
![Page 54: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/54.jpg)
@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
![Page 55: SEO and What You Need to Know to Plan for 2017](https://reader038.fdocuments.in/reader038/viewer/2022103010/5879e19a1a28ab15288b4b35/html5/thumbnails/55.jpg)
@janetdmiller | @marketingmojo | marketing-mojo.com
CONTACT INFO
JANET DRISCOLL MILLERPresident and CEOMarketing Mojo
434.975.6656 x101
@janetdmiller