seo survival skills for 2014 - joomla chicago - december 11, 2013
DESCRIPTION
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.TRANSCRIPT
Avery Cohen @averycohen
Metrist Partners
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Best Content Management System
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Enhance shareholder
wealth!
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Not provided!
Keyword Stuffing
Hidden Text
Spider-Only Text
Spun Content
Link Farms
Link Exchanges and Networks
Social Media Spam
Article Sites
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Photo: http://en.wikipedia.org/wiki/Rum-running_in_Windsor
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Authority & Influence
Result: more sequoias, fewer crocuses
Sites with more content, multimedia
Longer articles with authoritative citations
Authors who appear on multiple websites
Social media discussions / Sharing
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How people are finding your website
Your search position
Your brand
Your customers
Your keywords
Google Analytics
Google Webmaster Tools
Google Trends
Google AdWords
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Google Analytics
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Now an option in Organic Search screen
Google Webmaster Tools
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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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Persona Profiles
Person / Name / Demographics
Problem Statement(s)
What they think they need
How they will find it (behaviors)
Decision making process
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Google Trends
resume writing tips
resume writing help
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Be specific and user centric
◦ “help writing a resume” -- “resume writing in Chicago” “resume writing workshop in Chicago”
Be consistent
◦ Choose your jargon carefully
Add pages (articles) for
◦ “Long Tail” searches
◦ Specific Offerings, specific types of resumes
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Establish an emotional connection
Images and Words people will click on to see more
Stories people will want to share with others
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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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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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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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Call to Action
Value Proposition
More specific keywords
Grouped for more specific ads
Landing Page Messaging
Story
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Avery J. Cohen Metrist Partners
Chicago, Illinois
312-772-5945
@averycohen
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