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What You Don't Know About SEO Ranking Factors Can Hurt You

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What You Don't Know About SEO Ranking Factors Can Hurt You

  1. 1. What You Don’t Know About SEO CAN Hurt You Important SEO Ranking Factors Today in B2B Janet Driscoll Miller President and CEO Marketing Mojo @janetdmiller
  2. 2. @janetdmiller | #mpb2b WHAT’S NEW WITH GOOGLE?
  3. 3. @janetdmiller | #mpb2b
  4. 4. @janetdmiller | #mpb2b
  5. 5. @janetdmiller | #mpb2b
  6. 6. @janetdmiller | #mpb2b
  7. 7. @janetdmiller | #mpb2b SEMANTIC SEARCH
  8. 8. @janetdmiller | #mpb2b THE HUMMINGBIRD UPDATE • Google now understands much more about semantics • In the past, keywords had to be exact or nearly exact in copy › Example: » “used vehicles” was not the same as “used cars”
  9. 9. @janetdmiller | #mpb2b
  10. 10. @janetdmiller | #mpb2b MOBILE
  11. 11. @janetdmiller | #mpb2b
  12. 12. @janetdmiller | #mpb2b
  13. 13. @janetdmiller | #mpb2b
  14. 14. @janetdmiller | #mpb2b
  15. 15. @janetdmiller | #mpb2b TITLE LENGTH • Desktop = ~ 70 characters with spaces • Mobile = ~ 55 characters with spaces
  16. 16. @janetdmiller | #mpb2b CONTENT
  17. 17. @janetdmiller | #mpb2b 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
  18. 18. @janetdmiller | #mpb2b GATED CONTENT • “Gates” are often used for lead generation • Puts a form in front of content • Sometimes content is still searchable in engines
  19. 19. @janetdmiller | #mpb2b
  20. 20. @janetdmiller | #mpb2b
  21. 21. @janetdmiller | #mpb2b LINKS
  22. 22. @janetdmiller | #mpb2b 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
  23. 23. @janetdmiller | #mpb2b
  24. 24. @janetdmiller | #mpb2b 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
  25. 25. @janetdmiller | #mpb2b GOOGLE SEARCH CONSOLE • View links pointing to your site
  26. 26. @janetdmiller | #mpb2b GOOGLE SEARCH CONSOLE • See manual actions and warnings.
  27. 27. @janetdmiller | #mpb2b GOOGLE SEARCH CONSOLE • Disavow links
  28. 28. @janetdmiller | #mpb2b TECHNICAL ISSUES
  29. 29. @janetdmiller | #mpb2b
  30. 30. @janetdmiller | #mpb2b
  31. 31. @janetdmiller | #mpb2b
  32. 32. @janetdmiller | #mpb2b
  33. 33. @janetdmiller | #mpb2b
  34. 34. @janetdmiller | #mpb2b IMAGE SIZE
  35. 35. @janetdmiller | #mpb2b
  36. 36. @janetdmiller | #mpb2b
  37. 37. @janetdmiller | #mpb2b THE MARKETING AUTOMATION CHALLENGE • Many marketing automation tools use iframes to include forms onto website pages • These iframes and forms may or may not pass through your https • Check with your provider! › If they don’t pass the https automatically, they may charge extra for it › Otherwise, use the API to program around it
  38. 38. @janetdmiller | #mpb2b <iframe src="http://info.marketing-mojo.com/ContentEngagementLP.html" width="288" height="436" frameborder="0" scrolling="no"></iframe>
  39. 39. @janetdmiller | #mpb2b
  40. 40. @janetdmiller | #mpb2b BUT SHOULD YOU TRUST IT?
  41. 41. @janetdmiller | #mpb2b HOW TO FIX A JAVASCRIPT PROBLEM • Use the <noscript> tag › Render the same information in the <noscript> tag › Can be basic – for example, the links but perhaps not the formatting <script> document.write("Hello World!") </script> <noscript> Hello World! <noscript>
  42. 42. @janetdmiller | #mpb2b TLDS
  43. 43. @janetdmiller | #mpb2b
  44. 44. @janetdmiller | #mpb2b SOCIAL FACTORS
  45. 45. @janetdmiller | #mpb2b
  46. 46. @janetdmiller | #mpb2b SOCIAL IS NOT A RANKING FACTOR
  47. 47. @janetdmiller | #mpb2b 1 2 3 4
  48. 48. @janetdmiller | #mpb2b WHAT ABOUT TWITTER?
  49. 49. @janetdmiller | #mpb2b SEO MEASUREMENT
  50. 50. @janetdmiller | #mpb2b 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
  51. 51. @janetdmiller | #mpb2b 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”
  52. 52. @janetdmiller | #mpb2b HOW SELF-REFERRALS HAPPEN IN UNIVERSAL • Session length is 30 minutes by default Referral Source/Medium: Google/organic Referral Source/Medium: YourDomain.com/ referral
  53. 53. @janetdmiller | #mpb2b WHAT HAPPENS WHEN IT’S FIXED? • Self-referral traffic becomes correctly attributed to the original source/medium
  54. 54. @janetdmiller | #mpb2b HOW DO YOU FIX IT? • Set referral exclusions under PROPERTY setting in Google Analytics • Select Tracking Info/Referral Exclusion List
  55. 55. @janetdmiller | #mpb2b 2017: IT’S ALL ABOUT THE ROI • “The business world today places intense demand for a quantifiable ROI on every dollar of marketing expenditure -- and an overly optimistic expectation that digital will be able to deliver it.” • http://bit.ly/ROI2017
  56. 56. @janetdmiller | #mpb2b WHERE IS YOUR SITE LACKING? PERFORM AN SEO AUDIT.
  57. 57. @janetdmiller | #mpb2b WHAT TO AUDIT? • Technical issues • Links • Content • Analytics
  58. 58. @janetdmiller | #mpb2b 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
  59. 59. @janetdmiller | #mpb2b 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
  60. 60. Janet Driscoll Miller President and CEO Marketing Mojo jmiller@marketing-mojo.com @janetdmiller

Notas

  • Before and after example of search results with ads above fold
  • Example of used car vs. preowned cars search
  • 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
  • Insert recent quote from Gary or John Mueller here
  • ×