Search Engine Optimization tips for 2013, presented to Chicago Joomla Users Group in December, 2012

1. Search Engine Optimization 2013
Avery Cohen Joomla Chicago
@averycohen
1 December 12, 2012
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2. Google’s brand promise
Best Content Management System
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3. What is Great Content?
Solves Problems
Answers Questions
Connects
Engages Titillates invites
Teases Stimulates
serves
helps Inspires
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4. Google’s Patented System
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5. 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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6. What You Need to Know
• How people are
finding your
website
• Your search
position
• Your brand
• Your customers
• Your keywords
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7. How are People Finding You?
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8. Goal flow report
• See Sources of Converting Visits
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9. Your Search Position
Google Webmaster Tools
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10. Keyword position
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11. 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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12. 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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13. Where are they?
Your Website LinkedIn
– Fresh content
– Feeds email, social media stream – Professional Services
Email Newsletters Other Websites
– Remain top-of-mind with existing – Local news, guest blogger
networking contacts and prospects
– Headlines people have to open Facebook
– Useful advice
– Compelling stories – Use as an extension of your
– Coupons community
Google+ (Google Places) Twitter
– Use as an extension of your
community – Share your stories here with
– Connect for SEO purposes links back to the website
• Share your stories here with links – Share links to relevant articles
back to the website
– Reply and retweet other
• Share links to relevant articles
people’s content
• +1 other people’s content
– Connect for SEO purposes
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14. What are they searching for?
Google Trends
Content
Management
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15. What are they searching for?
Content
Management
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16. More relevant terms
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17. 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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18. 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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19. SEO vs. Advertising -- Build or Buy?
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20. Test Google AdWords
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21. Measure Your Results
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22. AdWords: Continual testing
• More specific keywords
• Grouped for more specific ads
• Landing Page Messaging
Story Value Call to
Proposition Action
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23. Thank you.
Avery J. Cohen
Metrist Partners
Chicago, Illinois
312-772-5945
averycohen@metrist.com
@averycohen
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