SEO 2013 - Avery Cohen, Joomla Chicago

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Search Engine Optimization tips for 2013, presented to Chicago Joomla Users Group in December, 2012

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SEO 2013 - Avery Cohen, Joomla Chicago

  1. 1. Search Engine Optimization 2013Avery Cohen Joomla Chicago@averycohen1 December 12, 2012©2012, Metrist Partners – may not be used without permission
  2. 2. Google’s brand promise Best Content Management System2 ©2012, Metrist Partners – may not be used without permission
  3. 3. What is Great Content? Solves Problems Answers QuestionsConnectsEngages Titillates invites Teases Stimulatesserves helps Inspires3 ©2012, Metrist Partners – may not be used without permission
  4. 4. Google’s Patented System4 ©2012, Metrist Partners – may not be used without permission
  5. 5. Google doesn’t Like SEO • Hides Keywords from Analytics (not provided) • Continues to eliminate spam links and networks • Focus on Google+5 ©2012, Metrist Partners – may not be used without permission
  6. 6. What You Need to Know • How people are finding your website • Your search position • Your brand • Your customers • Your keywords6 ©2012, Metrist Partners – may not be used without permission
  7. 7. How are People Finding You?7 ©2012, Metrist Partners – may not be used without permission
  8. 8. Goal flow report• See Sources of Converting Visits ©2012, Metrist Partners – may not be used without permission
  9. 9. Your Search Position Google Webmaster Tools9 ©2012, Metrist Partners – may not be used without permission
  10. 10. Keyword position10 ©2012, Metrist Partners – may not be used without permission
  11. 11. What is your brand promise? • What problems do you solve? • What experience(s) do you offer? • What is your unique value proposition?11 ©2012, Metrist Partners – may not be used without permission
  12. 12. Who are your customers? Persona Profiles • Person / Name / Demographics • Problem Statement(s) • What they think they need • How they will find it (behaviors) • Decision making process12 ©2012, Metrist Partners – may not be used without permission
  13. 13. Where are they? Your Website LinkedIn – Fresh content – Feeds email, social media stream – Professional Services Email Newsletters Other Websites – Remain top-of-mind with existing – Local news, guest blogger networking contacts and prospects – Headlines people have to open Facebook – Useful advice – Compelling stories – Use as an extension of your – Coupons community Google+ (Google Places) Twitter – Use as an extension of your community – Share your stories here with – Connect for SEO purposes links back to the website • Share your stories here with links – Share links to relevant articles back to the website – Reply and retweet other • Share links to relevant articles people’s content • +1 other people’s content – Connect for SEO purposes13 ©2012, Metrist Partners – may not be used without permission
  14. 14. What are they searching for? Google Trends Content Management14 ©2012, Metrist Partners – may not be used without permission
  15. 15. What are they searching for? Content Management15 ©2012, Metrist Partners – may not be used without permission
  16. 16. More relevant terms16 ©2012, Metrist Partners – may not be used without permission
  17. 17. Keyword selection • Be specific and user centric – “learn joomla” -- “learn joomla chicago” “joomla conference chicago” • Be consistent – Choose your jargon carefully • Add pages for – “Long Tail” searches – Specific Products17 ©2012, Metrist Partners – may not be used without permission
  18. 18. Create compelling content Establish an emotional connection • Images and Words people will click on to see more • Stories people will want to share with others18 ©2012, Metrist Partners – may not be used without permission
  19. 19. SEO vs. Advertising -- Build or Buy?19 ©2012, Metrist Partners – may not be used without permission
  20. 20. Test Google AdWords20 ©2012, Metrist Partners – may not be used without permission
  21. 21. Measure Your Results21 ©2012, Metrist Partners – may not be used without permission
  22. 22. AdWords: Continual testing • More specific keywords • Grouped for more specific ads • Landing Page Messaging Story Value Call to Proposition Action22 ©2012, Metrist Partners – may not be used without permission
  23. 23. Thank you. Avery J. Cohen Metrist Partners Chicago, Illinois 312-772-5945 averycohen@metrist.com @averycohen23

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