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.

1. Avery Cohen
@averycohen
Metrist Partners

2. Best Content Management System
Enhance
shareholder
wealth!
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3. Not
provided!
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4. 
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Keyword Stuffing
Hidden Text
Spider-Only Text
Spun Content
Link Farms
Link Exchanges and
Networks
Social Media Spam
Article Sites
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5. Photo: http://en.wikipedia.org/wiki/Rum-running_in_Windsor
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6. Authority &
Influence
Result:
more sequoias, fewer crocuses
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7. 
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Sites with more content, multimedia
Longer articles with authoritative citations
Authors who appear on multiple websites
Social media discussions / Sharing
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8. 
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How people are finding
your website
Your search position
Your brand
Your customers
Your keywords
Google
Google
Google
Google
Analytics
Webmaster Tools
Trends
AdWords
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9. Google Analytics
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11. Now an option in
Organic Search screen
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12. Google Webmaster Tools
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16. 
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What problems do
you solve?
What experience(s)
do you offer?
What is your unique
value proposition?
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17. Persona Profiles
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Person / Name /
Demographics
Problem Statement(s)
What they think they
need
How they will find it
(behaviors)
Decision making
process
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18. Google Trends
resume writing tips
resume writing help
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22. 
Be specific and user centric
◦

Be consistent
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
“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
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23. Establish an
emotional connection
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Images and Words people
will click on to see more
Stories people will want to
share with others
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24. 
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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
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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.
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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
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30. 
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More specific keywords
Grouped for more specific ads
Landing Page Messaging
Story
Value
Proposition
Call to
Action
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31. Avery J. Cohen
Metrist Partners
Chicago, Illinois
312-772-5945
averycohen@metrist.com
@averycohen
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