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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SEO Survival Skills for 2014 - Joomla Chicago - December 11, 2013
- 2. Best Content Management System Enhance shareholder wealth! ©2013, Metrist Partners – may not be used without permission 2
- 3. Not provided! ©2013, Metrist Partners – may not be used without permission 3
- 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. Photo: http://en.wikipedia.org/wiki/Rum-running_in_Windsor ©2013, Metrist Partners – may not be used without permission 6
- 6. Authority & Influence Result: more sequoias, fewer crocuses ©2013, Metrist Partners – may not be used without permission 7
- 7. Sites with more content, multimedia Longer articles with authoritative citations Authors who appear on multiple websites Social media discussions / Sharing 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. Google Analytics ©2013, Metrist Partners – may not be used without permission 1 0
- 10. ©2013, Metrist Partners – may not be used without permission 11
- 11. Now an option in Organic Search screen ©2013, Metrist Partners – may not be used without permission 12
- 12. Google Webmaster Tools ©2013, Metrist Partners – may not be used without permission 13
- 13. ©2013, Metrist Partners – may not be used without permission 14
- 14. 15
- 15. ©2013, Metrist Partners – may not be used without permission 1 6
- 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. 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. Google Trends resume writing tips resume writing help ©2013, Metrist Partners – may not be used without permission 19
- 19. ©2013, Metrist Partners – may not be used without permission 20
- 20. ©2013, Metrist Partners – may not be used without permission 21
- 21. ©2013, Metrist Partners – may not be used without permission 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. 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. 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. 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. ©2013, Metrist Partners – may not be used without permission 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. ©2013, Metrist Partners – may not be used without permission 29
- 29. ©2013, Metrist Partners – may not be used without permission 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. Avery J. Cohen Metrist Partners Chicago, Illinois 312-772-5945 averycohen@metrist.com @averycohen ©2013, Metrist Partners – may not be used without permission 32