SEO 2013 - Avery Cohen, Joomla Chicago

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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


Google’s Patented System

4 ©2012, Metrist Partners – may not be used without permission

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


How are People Finding You?


Goal flow report

• See Sources of Converting Visits


Your Search Position

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Google Webmaster Tools


Keyword position


What is your brand promise?

• What problems do

you solve?

• What experience(s)

do you offer?

• What is your unique

value proposition?


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


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


What are they searching for?

Google Trends

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Content

Management


What are they searching for?

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Content

Management


More relevant terms


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?


Test Google AdWords


Measure Your Results


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

[email protected]

@averycohen

Business

SEO 2013 - Avery Cohen, Joomla Chicago