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What You Don’t Know About SEO CAN Hurt You
Important SEO Ranking Factors Today in B2B
Janet Driscoll MillerPresident and CEOMarketing Mojo@janetdmiller
@janetdmiller | #mpb2b
WHAT’S NEW WITH GOOGLE?
@janetdmiller | #mpb2b
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SEMANTIC SEARCH
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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”
@janetdmiller | #mpb2b
@janetdmiller | #mpb2b
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
@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
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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
@janetdmiller | #mpb2b
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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
@janetdmiller | #mpb2b
GOOGLE SEARCH CONSOLE• View links pointing to your site
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GOOGLE SEARCH CONSOLE• See manual actions and warnings.
@janetdmiller | #mpb2b
GOOGLE SEARCH CONSOLE• Disavow links
@janetdmiller | #mpb2b
TECHNICAL ISSUES
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IMAGE SIZE
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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
@janetdmiller | #mpb2b
<iframe src="http://info.marketing-mojo.com/ContentEngagementLP.html" width="288" height="436" frameborder="0" scrolling="no"></iframe>
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BUT SHOULD YOU TRUST IT?
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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>
@janetdmiller | #mpb2b
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
@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
@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”
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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
@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
@janetdmiller | #mpb2b
WHERE IS YOUR SITE LACKING?PERFORM AN SEO AUDIT.
@janetdmiller | #mpb2b
WHAT TO AUDIT?• Technical issues• Links• Content• Analytics
@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
@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
Janet Driscoll MillerPresident and CEOMarketing Mojo
jmiller@marketing-mojo.com
@janetdmiller
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