0
Avery Cohen
@averycohen
Metrist Partners
Best Content Management System
Enhance
shareholder
wealth!

©2013, Metrist Partners – may not be used without permission

...
Not
provided!
©2013, Metrist Partners – may not be used without permission

3












Keyword Stuffing
Hidden Text
Spider-Only Text
Spun Content
Link Farms
Link Exchanges and
Networks
Soci...
Photo: http://en.wikipedia.org/wiki/Rum-running_in_Windsor

©2013, Metrist Partners – may not be used without permission

...
Authority &
Influence
Result:
more sequoias, fewer crocuses

©2013, Metrist Partners – may not be used without permission
...






Sites with more content, multimedia
Longer articles with authoritative citations
Authors who appear on multiple ...














How people are finding
your website
Your search position
Your brand
Your customers
Your keywords
Go...
Google Analytics

©2013, Metrist Partners – may not be used without permission

1
0
©2013, Metrist Partners – may not be used without permission

11
Now an option in
Organic Search screen

©2013, Metrist Partners – may not be used without permission

12
Google Webmaster Tools

©2013, Metrist Partners – may not be used without permission

13
©2013, Metrist Partners – may not be used without permission

14
15
©2013, Metrist Partners – may not be used without permission

1
6






What problems do
you solve?
What experience(s)
do you offer?
What is your unique
value proposition?

©2013, Metri...
Persona Profiles









Person / Name /
Demographics
Problem Statement(s)
What they think they
need
How they will f...
Google Trends

resume writing tips
resume writing help

©2013, Metrist Partners – may not be used without permission

19
©2013, Metrist Partners – may not be used without permission

20
©2013, Metrist Partners – may not be used without permission

21
©2013, Metrist Partners – may not be used without permission

22


Be specific and user centric
◦



Be consistent
◦



“help writing a resume” -“resume writing in Chicago”
“resume wri...
Establish an
emotional connection




Images and Words people
will click on to see more
Stories people will want to
shar...





Links to pages on your site
Links to pages on other authoritative
websites
Links inside text
◦ Improve SEO – makes...


Byline text links to “author” page using
rel=“author” in the anchor tag

By <a href=/members/john-smith rel=“author”>Jo...
©2013, Metrist Partners – may not be used without permission

27


Page Title <title>
◦ Used as listing title
◦ 70 characters, keywords first



Page Description
<meta name="description...
©2013, Metrist Partners – may not be used without permission

29
©2013, Metrist Partners – may not be used without permission

30





More specific keywords
Grouped for more specific ads
Landing Page Messaging

Story

Value
Proposition

Call to
Act...
Avery J. Cohen
Metrist Partners
Chicago, Illinois
312-772-5945
averycohen@metrist.com
@averycohen

©2013, Metrist Partners...
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SEO Survival Skills for 2014 - Joomla Chicago - December 11, 2013

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People say SEO is dead. Avery Cohen's discussion about SEO strategies and tactics web developers and content marketers need to succeed with search engines in 2014, after Google's Penguin, Panda and Hummingbird updates and secure search's Keyword Not Provided.

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Transcript of "SEO Survival Skills for 2014 - Joomla Chicago - December 11, 2013"

  1. 1. Avery Cohen @averycohen Metrist Partners
  2. 2. Best Content Management System Enhance shareholder wealth! ©2013, Metrist Partners – may not be used without permission 2
  3. 3. Not provided! ©2013, Metrist Partners – may not be used without permission 3
  4. 4.         Keyword Stuffing Hidden Text Spider-Only Text Spun Content Link Farms Link Exchanges and Networks Social Media Spam Article Sites ©2013, Metrist Partners – may not be used without permission 5
  5. 5. Photo: http://en.wikipedia.org/wiki/Rum-running_in_Windsor ©2013, Metrist Partners – may not be used without permission 6
  6. 6. Authority & Influence Result: more sequoias, fewer crocuses ©2013, Metrist Partners – may not be used without permission 7
  7. 7.     Sites with more content, multimedia Longer articles with authoritative citations Authors who appear on multiple websites Social media discussions / Sharing 8
  8. 8.          How people are finding your website Your search position Your brand Your customers Your keywords Google Google Google Google Analytics Webmaster Tools Trends AdWords ©2013, Metrist Partners – may not be used without permission 9
  9. 9. Google Analytics ©2013, Metrist Partners – may not be used without permission 1 0
  10. 10. ©2013, Metrist Partners – may not be used without permission 11
  11. 11. Now an option in Organic Search screen ©2013, Metrist Partners – may not be used without permission 12
  12. 12. Google Webmaster Tools ©2013, Metrist Partners – may not be used without permission 13
  13. 13. ©2013, Metrist Partners – may not be used without permission 14
  14. 14. 15
  15. 15. ©2013, Metrist Partners – may not be used without permission 1 6
  16. 16.    What problems do you solve? What experience(s) do you offer? What is your unique value proposition? ©2013, Metrist Partners – may not be used without permission 17
  17. 17. Persona Profiles      Person / Name / Demographics Problem Statement(s) What they think they need How they will find it (behaviors) Decision making process ©2013, Metrist Partners – may not be used without permission 18
  18. 18. Google Trends resume writing tips resume writing help ©2013, Metrist Partners – may not be used without permission 19
  19. 19. ©2013, Metrist Partners – may not be used without permission 20
  20. 20. ©2013, Metrist Partners – may not be used without permission 21
  21. 21. ©2013, Metrist Partners – may not be used without permission 22
  22. 22.  Be specific and user centric ◦  Be consistent ◦  “help writing a resume” -“resume writing in Chicago” “resume writing workshop in Chicago” Choose your jargon carefully Add pages (articles) for ◦ ◦ “Long Tail” searches Specific Offerings, specific types of resumes ©2013, Metrist Partners – may not be used without permission 23
  23. 23. Establish an emotional connection   Images and Words people will click on to see more Stories people will want to share with others ©2013, Metrist Partners – may not be used without permission 24
  24. 24.    Links to pages on your site Links to pages on other authoritative websites Links inside text ◦ Improve SEO – makes your site look important for those keywords ◦ Improve User Experience – people can find what they are looking for ©2013, Metrist Partners – may not be used without permission 25
  25. 25.  Byline text links to “author” page using rel=“author” in the anchor tag By <a href=/members/john-smith rel=“author”>John Smith</a>  Links on the author page to social media pages for the author. <a href=http://linkedin.com/public/john-smith rel=“me”>John’s LinkedIn Page</a>  Author-tagged links in article pages on other (authoritative) websites to that author’s page show influence. 26
  26. 26. ©2013, Metrist Partners – may not be used without permission 27
  27. 27.  Page Title <title> ◦ Used as listing title ◦ 70 characters, keywords first  Page Description <meta name="description" content=“…”> ◦ Used as listing text ◦ 155 characters  Headline <h1> ◦ One per page, does not appear on SERP ©2013, Metrist Partners – may not be used without permission 28
  28. 28. ©2013, Metrist Partners – may not be used without permission 29
  29. 29. ©2013, Metrist Partners – may not be used without permission 30
  30. 30.    More specific keywords Grouped for more specific ads Landing Page Messaging Story Value Proposition Call to Action ©2013, Metrist Partners – may not be used without permission 31
  31. 31. Avery J. Cohen Metrist Partners Chicago, Illinois 312-772-5945 averycohen@metrist.com @averycohen ©2013, Metrist Partners – may not be used without permission 32
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