SEO and What You Need to Know: Planning for 2017
•Descargar como PPTX, PDF•
2 recomendaciones•343 vistas
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.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (15)
Similar a SEO and What You Need to Know: Planning for 2017
Similar a SEO and What You Need to Know: Planning for 2017 (20)
Más de Marketing Mojo
Más de Marketing Mojo (13)
Último
Último (20)
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
- 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 <a href=“www.mydomain.com/mypressrelease.html” rel=“nofollow”>Link to my website.</a>
- 23. @janetdmiller | @marketingmojo | marketing-mojo.com GOOGLE POSSUM UPDATE? • Released in early September • Seems to focus on local results
- 24. @janetdmiller | @marketingmojo | marketing-mojo.com LOCAL BUT NOT IN CITY LIMITS
- 25. @janetdmiller | @marketingmojo | marketing-mojo.com
- 26. @janetdmiller | @marketingmojo | marketing-mojo.com ADDRESS AND AFFILIATION
- 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
- 28. @janetdmiller | @marketingmojo | marketing-mojo.com
- 29. @janetdmiller | @marketingmojo | marketing-mojo.com TECHNICAL ISSUES
- 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
- 35. @janetdmiller | @marketingmojo | marketing-mojo.com IMAGE SIZE
- 36. @janetdmiller | @marketingmojo | marketing-mojo.com SEO MEASUREMENT
- 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
- 42. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT’S LIKELY COMING
- 43. @janetdmiller | @marketingmojo | marketing-mojo.com MORE PAID RESULTS IN LOCAL SEARCH
- 44. @janetdmiller | @marketingmojo | marketing-mojo.com
- 45. @janetdmiller | @marketingmojo | marketing-mojo.com WHERE IS YOUR SITE LACKING? PERFORM AN SEO AUDIT.
- 46. @janetdmiller | @marketingmojo | marketing-mojo.com WHAT TO AUDIT? • Technical issues • Links • Content • Analytics
- 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
Notas del editor
- 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
- Google home pic here
- ADD TAD