SEO WordCamp Richmond
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SEO Presentation for WordCamp RVA. 5.9.09
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SEO WordCamp Richmond
- 1. Search Engine Optimization WordCamp RVA May 9, 2009
- 2. Hi.
- 6. Housekeeping #wcrva on Twitter @AndrewCMiller All slides, notes, and links available after the presentation at YourSearchAdvisor.com
- 7. SEO
- 9. Define SEO
- 10. What SEO Is Not... One-Time Project
- 11. What SEO Is Not... Rocket Science
- 12. What SEO Is Not... Voodoo
- 13. What SEO Is Not... Free Traffic
- 14. What is SEO? Subset of Marketing Internet Internet Marketing SEO Marketing
- 16. What is SEO? Capture Intent
- 17. What is SEO?
- 18. What is SEO? Accessibility
- 19. What is SEO? Accessibility Relevance
- 20. What is SEO? Accessibility Relevance Credibility
- 22. What About WordPress? Out of the Box
- 23. What About WordPress? Out of the Box Plugins
- 24. What About WordPress? Out of the Box Plugins Themes
- 25. WordPress SEO Bingo Accessibility Relevance Credibility Out of the Box Plugins Themes
- 26. Accessibility
- 27. Accessibility: Out of the Box HTML + CSS implementation is ideal All content is search engine friendly
- 28. Accessibility: Plugins HTML Sitemap XML Sitemap Generator Sitemaps.org
- 29. Accessibility: Themes Default navigation elements are very search friendly Avoid AJAX, JavaScript, or Flash primary navigation
- 30. Is Your Site Accessible? site:wordcamprva.org/ cache:wordcamprva.org Google Webmaster Tools Yahoo! Site Explorer
- 31. Relevance
- 32. Keywords Content Page Titles, URLs, Meta Data Alt tags, Header tags: <h1>, etc Link Anchor Text Keyword Research
- 33. Relevance: Out of the Box Permalinks blog.com/?p=123 /%postname%/ Page <title> Custom Meta Data
- 34. Relevance: Plugins Title Tags (SEO Title Tag) Meta Data (Headspace2) All in One SEO Plugin
- 35. Relevance: Themes Some themes provide built- in SEO features Thesis (DIYThemes.com)
- 36. Credibility
- 37. Credibility: Out of the Box RSS Feeds for Syndication Pinging services Usability
- 38. Credibility: Plugins Sharing & Voting Widgets AddThis.com Social Media Plugins & Integrations Tweet This Post to FB, Digg, etc.
- 39. Credibility: Themes Design communicates credibility, authority Consider User Experience (UX) and Usability Off the shelf vs. custom branding
- 42. Questions? Andrew Miller YourSearchAdvisor.com @AndrewCMiller
Editor's Notes
- Happy place Zone out or bomb
- buzzword Effective + ROI
- IS IS NOT
- Can’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’s but don’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 “stated intent” 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’t see it, they can’t read it.
- Googlebot The first major obstacle to SEO
- Table of contents for your site Enables crawler discovery Doesn’t help with ranking directly
- Most themes only change CSS, which doesn’t affect accessibility Watch out for themes that are overly complex
- related to the keywords being searched
- Don’t overdo it! Write for humans, not search engines. Keyword Research Tools: Google Adwords, Keyword Discovery
- Permalinks not ideal, don’t use keywords <title> puts blog name first, need to reverse order Doesn’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?