SEO Forecast for 2015 -- my annual presentation to Joomla Chicago, discussing updates to managing Search Engine Optimization. This year we also discussed using Google Webmaster Tools.

1. SEARCH ENGINE OPTIMIZATION 2015
SEO Forecast for 2015
Using Google Webmaster Tools
Avery Cohen
Joomla Chicago – December 10, 2014

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Google’s brand promise
Best Content Management System
Enhance shareholder wealth!
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3. •Keyword Stuffing
•Hidden Text
•Spider-Only Text
•Spun Content
•Link Farms
•Link Exchanges and Networks
•Social Media Spam
•Article Sites
SEO = Gaming the System?
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4. The new currency of search
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Authority & Influence
Result: more sequoias, fewer crocuses
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5. •Links from authoritative websites
•Sites with more content, multimedia
•Longer articles with authoritative citations
•Social media discussions / Sharing
•Authors who appear on multiple websites
•Verified local presence
•Fast Performance
•SSL Security
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What does Google Want?
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This one didn’t work out.

6. SSL Secure Websites
•Google wants to create the perception that they care about user privacy
•Google reports that secure (HTTPS) websites will have priority in search
•SSL Certificates will be free or very low cost starting spring of 2015
•Additional incentive: When a secure (HTTPS) website sends a visitor to an unsecure (HTTP) website, traffic comes with a blank referrer and appears as direct traffic in Google Analytics; if your site is secure, you will get more information
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7. Using Google Webmaster Tools for technical diagnostics and insight into marketing effectiveness
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8. Google Webmaster Tools Dashboard
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9. Your Search Position
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We generally filter for Web Search, U.S. Only as key performance indicator for search.

10. Manage for Search Position
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For most websites, a monthly download of this table is recommended.

11. Key Performance Indicator: Links
Additional Source: Majestic SEO
/popular article/
Home page
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13. It’s not my fault!
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14. Crawl Your Own Site
•Duplicate URLs – some may be hidden
–Export your URL list from the CMS
–Add 301 redirects and canonical links
•Check Response Codes
–Fix 404 and 301 errors
•Update Page Titles and Descriptions
–These will be used in your search listings, so make them enticing
•Tools for crawling your website:
–Screaming Frog SEO Spider
–WonderWebWare Sitemap Generator
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15. Page Speed Insights
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16. If you must change your domain:
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17. Avery Cohen
avery.cohen@metristpartners.com
312-772-5945
@averycohen
Thank You
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©2014, Metrist Partners – may not be used without permission