Search Engine
 Optimization
    WordCamp RVA
     May 9, 2009
Hi.
Andrew Miller
SEO Consultant
Your Search Advisor.com
Housekeeping

#wcrva on Twitter
@AndrewCMiller
All slides, notes, and links available after the presentation at
YourSearch...
SEO
Search Engine
 Optimization
Define SEO
What SEO Is Not...


One-Time
Project
What SEO Is Not...


               Rocket
               Science
What SEO Is Not...



Voodoo
What SEO Is Not...


               Free
               Traffic
What is SEO?

               Subset of
 Marketing


               Internet
  Internet
 Marketing

   SEO
               M...
What is SEO?


Ongoing
Process
What is SEO?


               Capture
               Intent
What is SEO?
What is SEO?

   Accessibility
What is SEO?

   Accessibility
    Relevance
What is SEO?

   Accessibility
    Relevance
    Credibility
What About WordPress?
What About WordPress?

 Out of the Box
What About WordPress?

 Out of the Box
    Plugins
What About WordPress?

 Out of the Box
    Plugins
    Themes
WordPress SEO Bingo
            Accessibility Relevance Credibility

  Out of
 the Box

  Plugins

 Themes
Accessibility
Accessibility: Out of the Box

HTML + CSS implementation is
ideal
All content is search engine
friendly
Accessibility: Plugins

HTML Sitemap
XML Sitemap Generator
Sitemaps.org
Accessibility: Themes

Default navigation
elements are very search
friendly
Avoid AJAX, JavaScript, or
Flash primary navig...
Is Your Site Accessible?

site:wordcamprva.org/
cache:wordcamprva.org
Google Webmaster Tools
Yahoo! Site Explorer
Relevance
Keywords
Content
Page Titles, URLs, Meta
Data
Alt tags, Header tags:
<h1>, etc
Link Anchor Text
Keyword Research
Relevance: Out of the Box

Permalinks
   blog.com/?p=123

   /%postname%/

Page <title>
Custom Meta Data
Relevance: Plugins

Title Tags (SEO Title Tag)
Meta Data (Headspace2)
All in One SEO Plugin
Relevance: Themes


Some themes provide built-
in SEO features
   Thesis (DIYThemes.com)
Credibility
Credibility: Out of the Box

RSS Feeds for Syndication
Pinging services
Usability
Credibility: Plugins
Sharing & Voting Widgets
   AddThis.com
Social Media Plugins &
Integrations
   Tweet This
   Post to ...
Credibility: Themes

Design communicates
credibility, authority
Consider User Experience
(UX) and Usability
Off the shelf ...
Bonus: Analytics


Google Analytics
Feedburner
Thanks for coming.
Questions?
     Andrew Miller
 YourSearchAdvisor.com
    @AndrewCMiller
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SEO WordCamp Richmond

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SEO Presentation for WordCamp RVA. 5.9.09

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  • Happy place
    Zone out or bomb




  • buzzword
    Effective
    + ROI
  • IS
    IS NOT
  • Can&#x2019;t just set it and forget it
  • Not all technical
    Technical problems and solutions exist
    Most tactics are content related
  • No hidden secrets or black art
    Misinformation
    Knowing what/who to believe
    Experience, Trial and Error
  • Investment in Time, Resources, People.
    Build into processes and business roles.
  • Not stand-alone
    Combined with other marketing initiatives.
    Meant to influence SE&#x2019;s but don&#x2019;t lose focus on actual customers
    PPC, Traditional, PR, Online, etc.
  • Mindset / philosophy.
    Should be integrated into processes (copy, design, development, PR)
    Somebody needs to own it
  • Searchers accomplish something (goal)
    Keywords are &#x201C;stated intent&#x201D;
    SEO funnels that intent to your content

  • If you remember nothing else!
    Three main pillars of SEO
  • If you remember nothing else!
    Three main pillars of SEO
  • If you remember nothing else!
    Three main pillars of SEO
  • Address Accessibility, Relevance, Credibility
  • Address Accessibility, Relevance, Credibility
  • Address Accessibility, Relevance, Credibility

  • Can crawlers access, read, understand site content?
    If they can&#x2019;t see it, they can&#x2019;t read it.
  • Googlebot
    The first major obstacle to SEO

  • Table of contents for your site
    Enables crawler discovery
    Doesn&#x2019;t help with ranking directly
  • Most themes only change CSS, which doesn&#x2019;t affect accessibility
    Watch out for themes that are overly complex

  • related to the keywords being searched
  • Don&#x2019;t overdo it!
    Write for humans, not search engines.
    Keyword Research Tools: Google Adwords, Keyword Discovery
  • Permalinks not ideal, don&#x2019;t use keywords
    <title> puts blog name first, need to reverse order
    Doesn&#x2019;t allow for custom Descrip and Keywords tags on each page/post
  • Help focus your content on the targeted keywordsPlugins can help
    Watch for shady links

  • Trustworthy
    Authoritative
    Links are votes
  • WP usability is good, follows conventions.
    Poor UX hurts chances of repeat visits, links, interaction
  • Too many to mention
    Based on your audience & objectives
    FB, Twitter, Digg, Stumble, AddThis

  • Would you link to your own site?



  • SEO WordCamp Richmond

    1. 1. Search Engine Optimization WordCamp RVA May 9, 2009
    2. 2. Hi.
    3. 3. Andrew Miller
    4. 4. SEO Consultant
    5. 5. Your Search Advisor.com
    6. 6. Housekeeping #wcrva on Twitter @AndrewCMiller All slides, notes, and links available after the presentation at YourSearchAdvisor.com
    7. 7. SEO
    8. 8. Search Engine Optimization
    9. 9. Define SEO
    10. 10. What SEO Is Not... One-Time Project
    11. 11. What SEO Is Not... Rocket Science
    12. 12. What SEO Is Not... Voodoo
    13. 13. What SEO Is Not... Free Traffic
    14. 14. What is SEO? Subset of Marketing Internet Internet Marketing SEO Marketing
    15. 15. What is SEO? Ongoing Process
    16. 16. What is SEO? Capture Intent
    17. 17. What is SEO?
    18. 18. What is SEO? Accessibility
    19. 19. What is SEO? Accessibility Relevance
    20. 20. What is SEO? Accessibility Relevance Credibility
    21. 21. What About WordPress?
    22. 22. What About WordPress? Out of the Box
    23. 23. What About WordPress? Out of the Box Plugins
    24. 24. What About WordPress? Out of the Box Plugins Themes
    25. 25. WordPress SEO Bingo Accessibility Relevance Credibility Out of the Box Plugins Themes
    26. 26. Accessibility
    27. 27. Accessibility: Out of the Box HTML + CSS implementation is ideal All content is search engine friendly
    28. 28. Accessibility: Plugins HTML Sitemap XML Sitemap Generator Sitemaps.org
    29. 29. Accessibility: Themes Default navigation elements are very search friendly Avoid AJAX, JavaScript, or Flash primary navigation
    30. 30. Is Your Site Accessible? site:wordcamprva.org/ cache:wordcamprva.org Google Webmaster Tools Yahoo! Site Explorer
    31. 31. Relevance
    32. 32. Keywords Content Page Titles, URLs, Meta Data Alt tags, Header tags: <h1>, etc Link Anchor Text Keyword Research
    33. 33. Relevance: Out of the Box Permalinks blog.com/?p=123 /%postname%/ Page <title> Custom Meta Data
    34. 34. Relevance: Plugins Title Tags (SEO Title Tag) Meta Data (Headspace2) All in One SEO Plugin
    35. 35. Relevance: Themes Some themes provide built- in SEO features Thesis (DIYThemes.com)
    36. 36. Credibility
    37. 37. Credibility: Out of the Box RSS Feeds for Syndication Pinging services Usability
    38. 38. Credibility: Plugins Sharing & Voting Widgets AddThis.com Social Media Plugins & Integrations Tweet This Post to FB, Digg, etc.
    39. 39. Credibility: Themes Design communicates credibility, authority Consider User Experience (UX) and Usability Off the shelf vs. custom branding
    40. 40. Bonus: Analytics Google Analytics Feedburner
    41. 41. Thanks for coming.
    42. 42. Questions? Andrew Miller YourSearchAdvisor.com @AndrewCMiller
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