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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