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@metrist.com

@averycohen

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