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Web Trends for Marketing
      Professionals
     April 30, 2012, Jerusalem
        By: Miriam Schwab
Follow us: facebook.com/illuminea

                          Follow me! @miriamschwab
Who am I?

• Friendly CEO of illuminea, one of Israel’s
  leading WordPress development agencies.
• Providing SEO and social media marketing
  services
• Speaker at dozens of conferences, including
  Affilicon, Megaconn, Sphinncon, and SMX
• Serves on Steering Board of Digital Eve
  Israel, one of Israel’s largest communities of
  professional women.

                                     Follow me! @miriamschwab
Google removing features from
           GWT
• Due to low usage
• Site performance report - site performance
  report, the subscriber stats and the
  robots.txt creation tool. Can use Google’s
  Page Speed, YSlow, etc.
• the subscriber stats – can use Feedburner
• robots.txt creation tool – can use text
  editor


                                 Follow me! @miriamschwab
GWT now storing 90 days of
            data!
• Google Webmaster Tools will store
  historical search query data for 90 days
• Number of reported queries to
  increase from 1000 to 2000




                               Follow me! @miriamschwab
Google Account Activity Report
• Sign-in locations
• Browsers
• Platforms
• Changes to sign-in credentials
• Connected sites and apps
• Places one has been (for Google Latitude
  users)
• Number of emails sent and received
• Volume of searches.

                                Follow me! @miriamschwab
Google Penguin Update –
     fighting over-optimization
• Google says will affect 3% of search queries
• Penalizes websites based on their link strategy
• Targeting link networks – they are being
  deindexed + unnatural anchor text profiles
• Too many sidebar links; linking sites that
  became “toxic”
• Google asking site owners to clean up their
  bad links. Yikes.
• Don’t submit reconsideration request until
  you’ve cleaned up.

                                     Follow me! @miriamschwab
Unnatural Links Message




                  Follow me! @miriamschwab
Unnatural Links Message
• Rumor: the messages are manually
  generated
• Rumor: more than 1 million sites received
  the message
• Penalty usually comes within weeks
• Penalty is phrase based - sites lose rankings
  for all keywords related to the ones used in
  the anchor text of the links Google has
  identified as being “unnatural”
• Spam Reporting Form – for reporting spam
  you think Penguin should have caught

                                   Follow me! @miriamschwab
Was I hit by Penguin/Panda?
What happened              Date               Penguin/Panda
Traffic dropped            April 24           Penguin
Traffic increased          April 24           Penguin
Traffic dropped            April 19           Panda 3.5
Traffic dropped            April 17 and       Mistake by
and recovered              18                 Google -
                                              incorrectly
                                              classifying sites
                                              as parked
                                              domains.
Source: Google Penguin Update Recovery Tips & Advice
                                                  Follow me! @miriamschwab
Drive vs SkyDrive vs Dropbox
               Google Drive MS SkyDrive     Dropbox
Free storage   5 GB, 1 GB for 7 GB (25 GB   2 GB
space          Picasa         for existing
                              users)
Mobile apps    Android        iOS. OneNote Android/iOS
                              app not
                              supported
                              outside of US




                                          Follow me! @miriamschwab
Sort Gmail by size
• Running out of space in Gmail?
• Sort emails by attachment size using
  this Google Doc




                               Follow me! @miriamschwab
Google+
• New design:
  – You can drag apps up or down to create
    the order you want
  – You can hover over certain apps to
    reveal a set of quick actions
  – You can show or hide apps by moving
    them in and out of “More”
• Dedicated Hangouts page

                               Follow me! @miriamschwab
Google+ Profiles get Cover
            Photos
• Can choose thumbnails or wide photo
• Dimensions
  – Profile Picture – 250×250 pixels
  – Cover Photo – 940×180 pixels
  – Thumbnail Photos – 110×110 pixels




                                 Follow me! @miriamschwab
Monthly web trends - April 2012 - by Miriam Schwab
Hi-res photos on Facebook

                 Now the photo
                 viewer will
                 automatically
                 display photos
                 in the highest
                 resolution
                 possible.




                    Follow me! @miriamschwab
You can
expand the
photo viewer
to take up
your entire
computer
screen.




 Follow me! @miriamschwab
Uniform addresses on fb
• Email address will now match your
  username. For example:
     Facebook.com/miriamschwab
     miriamschwab@facebook.com




                             Follow me! @miriamschwab
FB allows downloading of IP
            addresses
• Users will now be able to download a
  copy of all IP address activity that
  is occurring on the ccount.
• Additional information that can now
  be downloaded are previous names
  and friend requests.
• Download data here:
  http://www.facebook.com/download

                             Follow me! @miriamschwab
FB Timeline Checklist




                  Follow me! @miriamschwab
FB’s Timeline Gives Brands 46%
  Higher Engagement Per Post
• Simply Measured: Timeline has
  increased fan engagement, content
  engagement & photo &
  video engagement for brands.




                           Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
STUDY: Facebook Timeline
   Doesn't Affect Engagement
• A new study by EdgeRank Checker has
  found that timeline does not affect fan
  engagement
• Haha




                              Follow me! @miriamschwab
Follow me! @miriamschwab
Linking To Facebook Pages
         Lowers Ad Costs
• Advertisements on Facebook yield
  more paying customers when the
  promotion links to a page on the social
  network instead of an external website.
Source: SocialCode




                              Follow me! @miriamschwab
Rick Santorum – Klout bomb
• Users made him influential in “Diaper,”
  “Homophobia,” “Homosexuality,” and
  “Racism.”
• Ron Paul: “Drag Queen” and “Cloth
  Diapers”
• Newt Gingrich: “cheating,” “divorce” and
  “lobbying”
• Mitt Romney: “homophobia”
• Barack Obama: “cheating” and “fascism.”
                               Follow me! @miriamschwab
Monthly web trends - April 2012 - by Miriam Schwab
Make Kyle the best Mom on
             Klout
• Right now Kyle is influential on the
  topics of Alcohol, Laptops, and Johnny
  Depp




                              Follow me! @miriamschwab
LinkedIn improves People You
          May Know (PYMK)
•   New UI
•   Filter by logo
•   Endless scroll
•   Improved accuracy and relevance




                             Follow me! @miriamschwab
Monthly web trends - April 2012 - by Miriam Schwab
LinkedIn adds Targeted Updates
       and Follower Stats
• Targeted Updates: Enables page admins
  to target company status updates to
  specific followers so they can deliver the
  most relevant content to the most
  appropriate audiences.
  – Company Size
  – Industry
  – Job Function
  – Seniority
  – Geography
  – Including/excluding company employees

                                  Follow me! @miriamschwab
LinkedIn adds Targeted Updates
       and Follower Stats
• 24 hours after you post an update, admins
  will be able to view post metrics such as
  number of followers
  targeted, impressions, clicks, shares, and
  engagement as well as be able to review
  that post's original targeting criteria
• Internal LinkedIn study: examples have
  shown a 66%+ increase in
  audience engagement as result of
  targeted updates.

                                 Follow me! @miriamschwab
Monthly web trends - April 2012 - by Miriam Schwab
New LinkedIn app for iPad




                   Follow me! @miriamschwab
New LinkedIn app for iPad
• Snapshot of recent activity and news
• Also rolling out a new tablet website:
  tablet.linkedin.com.
• Calendar feature syncs event
  attendee data with your device
  calendar (now on iOS and Android)



                               Follow me! @miriamschwab
Monthly web trends - April 2012 - by Miriam Schwab
YouTube ad options
• Homepage redzone - $300k per day
• TrueView In-Stream – pre-roll video, 30-
  60 sec, can be skipped after 5 sec. You
  are charged after user watched 30
  sec. Avg cost $0.04 per view/click
• TrueView In-Search – like
  AdWords, shows thumbnail of
  video, CTA
• Text Overlay – appears on top of
  videos
                               Follow me! @miriamschwab
YouTube opens Partner Program
           to all
• Make money off your videos with
  YouTube’s Partner Program
• Available in many countries, including
  Australia, Canada, US, UK and Israel.




                               Follow me! @miriamschwab
Pinterest
• Can now pin videos from Vimeo
• Can select specific pin as cover for a
  board
• Now 3rd most popular network – after
  fb and twitter




                               Follow me! @miriamschwab
WordPress stats
• March 2012 – WP powers 72.4m sites =
  most widely used and popular CMS
• 20-25% of all new sites use WP
• 14.74% of top 1m sites use WP,
  including: Honda, NFL, NYTimes, CNN,
  TechCrunch, etc.
• 48% of top 100 blogs use WP


                             Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
TOOLS


        Follow me! @miriamschwab
Follow me! @miriamschwab
Wajam
• Search in:
  Google, Bing, Yahoo, Facebook, Twitte
  r, Blekko, Amazon, Yelp, Trip
  Advisor, IMDB, Wikipedia, Ebay, Overst
  ock, Ask, Best
  Buy, Shopping.com, Mahalo, and
  Walmart.
• Friend sources:
  Facebook, twitter, Google+
                              Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
NEWS & TIPS


              Follow me! @miriamschwab
Facebook Decorates Roof
With 42-Foot Wide QR Code




                   Follow me! @miriamschwab
Interesting Reads
• Facebook Topples Google as Most
  Visited Site in Brazil




                           Follow me! @miriamschwab
illuminea
http://illuminea.com ▪ http://wpgarage.com
@miriamschwab ▪ http://facebook.com/miriamschwab
Slides available at http://illum.in/ourpresentations


THANKS!


                                            Follow me! @miriamschwab

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Monthly web trends - April 2012 - by Miriam Schwab

  • 1. Web Trends for Marketing Professionals April 30, 2012, Jerusalem By: Miriam Schwab Follow us: facebook.com/illuminea Follow me! @miriamschwab
  • 2. Who am I? • Friendly CEO of illuminea, one of Israel’s leading WordPress development agencies. • Providing SEO and social media marketing services • Speaker at dozens of conferences, including Affilicon, Megaconn, Sphinncon, and SMX • Serves on Steering Board of Digital Eve Israel, one of Israel’s largest communities of professional women. Follow me! @miriamschwab
  • 3. Google removing features from GWT • Due to low usage • Site performance report - site performance report, the subscriber stats and the robots.txt creation tool. Can use Google’s Page Speed, YSlow, etc. • the subscriber stats – can use Feedburner • robots.txt creation tool – can use text editor Follow me! @miriamschwab
  • 4. GWT now storing 90 days of data! • Google Webmaster Tools will store historical search query data for 90 days • Number of reported queries to increase from 1000 to 2000 Follow me! @miriamschwab
  • 5. Google Account Activity Report • Sign-in locations • Browsers • Platforms • Changes to sign-in credentials • Connected sites and apps • Places one has been (for Google Latitude users) • Number of emails sent and received • Volume of searches. Follow me! @miriamschwab
  • 6. Google Penguin Update – fighting over-optimization • Google says will affect 3% of search queries • Penalizes websites based on their link strategy • Targeting link networks – they are being deindexed + unnatural anchor text profiles • Too many sidebar links; linking sites that became “toxic” • Google asking site owners to clean up their bad links. Yikes. • Don’t submit reconsideration request until you’ve cleaned up. Follow me! @miriamschwab
  • 7. Unnatural Links Message Follow me! @miriamschwab
  • 8. Unnatural Links Message • Rumor: the messages are manually generated • Rumor: more than 1 million sites received the message • Penalty usually comes within weeks • Penalty is phrase based - sites lose rankings for all keywords related to the ones used in the anchor text of the links Google has identified as being “unnatural” • Spam Reporting Form – for reporting spam you think Penguin should have caught Follow me! @miriamschwab
  • 9. Was I hit by Penguin/Panda? What happened Date Penguin/Panda Traffic dropped April 24 Penguin Traffic increased April 24 Penguin Traffic dropped April 19 Panda 3.5 Traffic dropped April 17 and Mistake by and recovered 18 Google - incorrectly classifying sites as parked domains. Source: Google Penguin Update Recovery Tips & Advice Follow me! @miriamschwab
  • 10. Drive vs SkyDrive vs Dropbox Google Drive MS SkyDrive Dropbox Free storage 5 GB, 1 GB for 7 GB (25 GB 2 GB space Picasa for existing users) Mobile apps Android iOS. OneNote Android/iOS app not supported outside of US Follow me! @miriamschwab
  • 11. Sort Gmail by size • Running out of space in Gmail? • Sort emails by attachment size using this Google Doc Follow me! @miriamschwab
  • 12. Google+ • New design: – You can drag apps up or down to create the order you want – You can hover over certain apps to reveal a set of quick actions – You can show or hide apps by moving them in and out of “More” • Dedicated Hangouts page Follow me! @miriamschwab
  • 13. Google+ Profiles get Cover Photos • Can choose thumbnails or wide photo • Dimensions – Profile Picture – 250×250 pixels – Cover Photo – 940×180 pixels – Thumbnail Photos – 110×110 pixels Follow me! @miriamschwab
  • 15. Hi-res photos on Facebook Now the photo viewer will automatically display photos in the highest resolution possible. Follow me! @miriamschwab
  • 16. You can expand the photo viewer to take up your entire computer screen. Follow me! @miriamschwab
  • 17. Uniform addresses on fb • Email address will now match your username. For example: Facebook.com/miriamschwab miriamschwab@facebook.com Follow me! @miriamschwab
  • 18. FB allows downloading of IP addresses • Users will now be able to download a copy of all IP address activity that is occurring on the ccount. • Additional information that can now be downloaded are previous names and friend requests. • Download data here: http://www.facebook.com/download Follow me! @miriamschwab
  • 19. FB Timeline Checklist Follow me! @miriamschwab
  • 20. FB’s Timeline Gives Brands 46% Higher Engagement Per Post • Simply Measured: Timeline has increased fan engagement, content engagement & photo & video engagement for brands. Follow me! @miriamschwab
  • 23. STUDY: Facebook Timeline Doesn't Affect Engagement • A new study by EdgeRank Checker has found that timeline does not affect fan engagement • Haha Follow me! @miriamschwab
  • 25. Linking To Facebook Pages Lowers Ad Costs • Advertisements on Facebook yield more paying customers when the promotion links to a page on the social network instead of an external website. Source: SocialCode Follow me! @miriamschwab
  • 26. Rick Santorum – Klout bomb • Users made him influential in “Diaper,” “Homophobia,” “Homosexuality,” and “Racism.” • Ron Paul: “Drag Queen” and “Cloth Diapers” • Newt Gingrich: “cheating,” “divorce” and “lobbying” • Mitt Romney: “homophobia” • Barack Obama: “cheating” and “fascism.” Follow me! @miriamschwab
  • 28. Make Kyle the best Mom on Klout • Right now Kyle is influential on the topics of Alcohol, Laptops, and Johnny Depp Follow me! @miriamschwab
  • 29. LinkedIn improves People You May Know (PYMK) • New UI • Filter by logo • Endless scroll • Improved accuracy and relevance Follow me! @miriamschwab
  • 31. LinkedIn adds Targeted Updates and Follower Stats • Targeted Updates: Enables page admins to target company status updates to specific followers so they can deliver the most relevant content to the most appropriate audiences. – Company Size – Industry – Job Function – Seniority – Geography – Including/excluding company employees Follow me! @miriamschwab
  • 32. LinkedIn adds Targeted Updates and Follower Stats • 24 hours after you post an update, admins will be able to view post metrics such as number of followers targeted, impressions, clicks, shares, and engagement as well as be able to review that post's original targeting criteria • Internal LinkedIn study: examples have shown a 66%+ increase in audience engagement as result of targeted updates. Follow me! @miriamschwab
  • 34. New LinkedIn app for iPad Follow me! @miriamschwab
  • 35. New LinkedIn app for iPad • Snapshot of recent activity and news • Also rolling out a new tablet website: tablet.linkedin.com. • Calendar feature syncs event attendee data with your device calendar (now on iOS and Android) Follow me! @miriamschwab
  • 37. YouTube ad options • Homepage redzone - $300k per day • TrueView In-Stream – pre-roll video, 30- 60 sec, can be skipped after 5 sec. You are charged after user watched 30 sec. Avg cost $0.04 per view/click • TrueView In-Search – like AdWords, shows thumbnail of video, CTA • Text Overlay – appears on top of videos Follow me! @miriamschwab
  • 38. YouTube opens Partner Program to all • Make money off your videos with YouTube’s Partner Program • Available in many countries, including Australia, Canada, US, UK and Israel. Follow me! @miriamschwab
  • 39. Pinterest • Can now pin videos from Vimeo • Can select specific pin as cover for a board • Now 3rd most popular network – after fb and twitter Follow me! @miriamschwab
  • 40. WordPress stats • March 2012 – WP powers 72.4m sites = most widely used and popular CMS • 20-25% of all new sites use WP • 14.74% of top 1m sites use WP, including: Honda, NFL, NYTimes, CNN, TechCrunch, etc. • 48% of top 100 blogs use WP Follow me! @miriamschwab
  • 43. TOOLS Follow me! @miriamschwab
  • 45. Wajam • Search in: Google, Bing, Yahoo, Facebook, Twitte r, Blekko, Amazon, Yelp, Trip Advisor, IMDB, Wikipedia, Ebay, Overst ock, Ask, Best Buy, Shopping.com, Mahalo, and Walmart. • Friend sources: Facebook, twitter, Google+ Follow me! @miriamschwab
  • 49. NEWS & TIPS Follow me! @miriamschwab
  • 50. Facebook Decorates Roof With 42-Foot Wide QR Code Follow me! @miriamschwab
  • 51. Interesting Reads • Facebook Topples Google as Most Visited Site in Brazil Follow me! @miriamschwab
  • 52. illuminea http://illuminea.com ▪ http://wpgarage.com @miriamschwab ▪ http://facebook.com/miriamschwab Slides available at http://illum.in/ourpresentations THANKS! Follow me! @miriamschwab