SEARCH ENGINE OPTIMIZATION 2015

SEO Forecast for 2015

Using Google Webmaster Tools

Avery Cohen

Joomla Chicago – December 10, 2014

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Google’s brand promise

Best Content Management System

Enhance shareholder

wealth!

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• Keyword Stuffing

• Hidden Text

• Spider-Only Text

• Spun Content

• Link Farms

• Link Exchanges and Networks

• Social Media Spam

• Article Sites

SEO = Gaming the System?

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The new currency of search

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Authority & Influence

Result: more sequoias, fewer crocuses

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• Links from authoritative websites

• Sites with more content, multimedia

• Longer articles with authoritative citations

• Social media discussions / Sharing

• Authors who appear on multiple websites

• Verified local presence • Fast Performance • SSL Security

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What does Google Want?

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This one didn’t work out.

SSL Secure Websites

• Google wants to create the perception that they care about user privacy

• Google reports that secure (HTTPS) websites will have priority in search

• SSL Certificates will be free or very low cost starting spring of 2015

• Additional incentive: When a secure (HTTPS) website sends a visitor to an unsecure (HTTP) website, traffic comes with a blank referrer and appears as direct traffic in Google Analytics; if your site is secure, you will get more information

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Using Google Webmaster Tools for technical diagnostics and insight into marketing effectiveness

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Google Webmaster Tools Dashboard

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Your Search Position

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We generally filter for Web Search, U.S. Only as key performance indicator for search.

Manage for Search Position

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For most websites, a monthly download of this table is recommended.

Key Performance Indicator: Links

Additional Source: Majestic SEO

/popular article/

Home page

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It’s not my fault!

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Crawl Your Own Site

• Duplicate URLs – some may be hidden – Export your URL list from the CMS – Add 301 redirects and canonical links

• Check Response Codes – Fix 404 and 301 errors

• Update Page Titles and Descriptions – These will be used in your search listings, so make

them enticing • Tools for crawling your website:

– Screaming Frog SEO Spider – WonderWebWare Sitemap Generator

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Page Speed Insights

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If you must change your domain:

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Avery Cohen

avery.cohen@metristpartners.com

312-772-5945

@averycohen

Thank You

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