seo 2013 - avery cohen, joomla chicago
DESCRIPTION
Search Engine Optimization tips for 2013, presented to Chicago Joomla Users Group in December, 2012TRANSCRIPT
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Search Engine Optimization 2013
Avery Cohen Joomla Chicago
@averycohen December 12, 2012
©2012, Metrist Partners – may not be used without permission
Google’s brand promise
Best Content Management System
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What is Great Content?
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Solves Problems
Answers Questions
Engages
Teases Titillates
Stimulates
Inspires
invites serves
helps
Connects
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Google’s Patented System
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Google doesn’t Like SEO
• Hides Keywords from
Analytics
(not provided)
• Continues to eliminate
spam links and
networks
• Focus on Google+
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What You Need to Know
• How people are
finding your
website
• Your search
position
• Your brand
• Your customers
• Your keywords
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How are People Finding You?
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Goal flow report
• See Sources of Converting Visits
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Your Search Position
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Google Webmaster Tools
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Keyword position
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What is your brand promise?
• What problems do
you solve?
• What experience(s)
do you offer?
• What is your unique
value proposition?
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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
process
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Where are they?
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Your Website – Fresh content
– Feeds email, social media stream
Email Newsletters – Remain top-of-mind with existing
networking contacts and prospects
– Headlines people have to open
– Useful advice
– Compelling stories
– Coupons
Google+ (Google Places) – Use as an extension of your
community
– Connect for SEO purposes
• Share your stories here with links back to the website
• Share links to relevant articles
• +1 other people’s content
LinkedIn – Professional Services
Other Websites – Local news, guest blogger
Facebook – Use as an extension of your
community
Twitter – Share your stories here with
links back to the website
– Share links to relevant articles
– Reply and retweet other people’s content
– Connect for SEO purposes
©2012, Metrist Partners – may not be used without permission
What are they searching for?
Google Trends
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Content
Management
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What are they searching for?
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Content
Management
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More relevant terms
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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 Products
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Create compelling content
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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SEO vs. Advertising -- Build or Buy?
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Test Google AdWords
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Measure Your Results
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Call to
Action
Value
Proposition
AdWords: Continual testing
• More specific keywords
• Grouped for more specific ads
• Landing Page Messaging
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Story
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Thank you.
Avery J. Cohen
Metrist Partners
Chicago, Illinois
312-772-5945
@averycohen