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SEO                                 Links to mentioned resources:                         http://localiswhereitsat.com/seo...
SEO                         Search Engine Optimization                          Search Engine MarketingThursday, March 21,...
SEO                          Consensus view                         Google, Bing, YahooThursday, March 21, 13
Title                  DescriptionThursday, March 21, 13
TITLE TAGS AND                              DESCRIPTION              • Use      keywords in title              • Title    ...
WHAT GOOGLE SEESThursday, March 21, 13
SEO IN WORDPRESSThursday, March 21, 13
SEO IN WORDPRESSThursday, March 21, 13
SEO IN WORDPRESSThursday, March 21, 13
SEO IN WORDPRESSThursday, March 21, 13
SEO IN WORDPRESSThursday, March 21, 13
SEO IN WORDPRESS                                    SEO plugins    • All        in One SEO pack    • WordPress           S...
SEO IN WORDPRESS                              SEO pluginsThursday, March 21, 13
SEO IN WORDPRESS                              SEO pluginsThursday, March 21, 13
SEO IN WORDPRESS                • Don’t   hide your siteThursday, March 21, 13
IMPLEMENTING SEO    • Some               SEO is very easy    • One            time setup    • Time               consuming...
THE WORDPRESS                               ADVANTAGE    • Content            is king    • Google             wants to see...
DIGGING INTO SEOThursday, March 21, 13
ORGANIC SEOThursday, March 21, 13
UNIVERSAL SEARCHThursday, March 21, 13
UNIVERSAL SEARCHThursday, March 21, 13
UNIVERSAL SEARCHThursday, March 21, 13
KEYWORDS                • The    word or phrase you are targeting                • Keyword    research tools              ...
Thursday, March 21, 13
KEYWORDS                • The    word or phrase you are targeting                • Keyword       research tools           ...
KEYWORDS                • The    word or phrase you are targeting                • Keyword       research tools           ...
KEYWORDS                                      Long-tail marketing                                                Search vo...
KEYWORDS                                   Long-tail marketing                         “The retailing strategy of selling ...
PAGE RANK    • An         algorithm designed to assign a value to links and pages    • Page               Rank as votes   ...
PAGE RANK                         Page A     Page B                         10 links   50 links                          1...
RANKING SIGNALS                • On-page     factors                • Trust    & authority                • Off-page    fa...
ON-SITE SEO   • Keywords            (text, title, URL & image alt tags)   • Use           H1 tag for headline/post titleTh...
ON-SITE SEO    • Keywords               (text, title & image alt tags)    • Use           H1 tag for headline/post title  ...
GETTING LINKS    • Link          out    • Look               at competitors (use link: operator)Thursday, March 21, 13
GETTING LINKS    • Link          out    • Look               at competitors (use link: operator)    • Make               i...
OF PANDAS AND PENGUINSThursday, March 21, 13
PANDA    • First          rolled out in February 2011    • Targets             low-quality sites    • Duplicate           ...
PENGUIN    • Announced             in April 2012    • Targets “webspam”    • Link  buying, link networks, links from low-q...
PANDA AND PENGUIN    • Ranking             filters    • Not           part of algorithm ran for each query    • Can        ...
PANDA AND PENGUIN                              PanguinTool.comThursday, March 21, 13
CHANGE HAPPENS    • Old           school SEO was all about getting links    • Google             has shifted focus to qual...
QUALITY CONTENT    • Write              for and do what’s best for your audience    • But         be aware of SEO    • Goo...
TAKING SEO TO                               THE NEXT LEVEL:                                  ANALYZE    • Don’t           ...
TAKING WORDPRESS SEO TO             THE NEXT LEVEL    • Don’t              use ugly permalinks on new sitesThursday, March...
TAKING WORDPRESS SEO TO             THE NEXT LEVEL    • Don’t              use ugly permalinks on new sites    • Create   ...
WORDPRESS SEO (YOAST)Thursday, March 21, 13
THE <NOINDEX> TAG    • Subpages            of archives (mysite.com/page/2)    • Post           types - MediaThursday, Marc...
THE <NOINDEX> TAG    • Subpages             of archives (mysite.com/page/2)    • Post           types - Media    • Taxonom...
THE <NOFOLLOW> TAG    • <a         href=”http://someothersite.com” rel=”nofollow”>    • Don’t              follow    • Don...
EXPECT CHANGE           Advertorials           Guest authors           Rich Snippets           AuthorshipThursday, March 2...
AUTHORSHIP & RICH                             SNIPPETSThursday, March 21, 13
AUTHORSHIP    • Still       in beta    • plus.google.com/authorship    • Link          your Google+ profile & your website ...
RICH SNIPPETS    • AKA                microformats    • Commonly                    seen in reviews, recipes and ratings  ...
SEO    • Basics    • Advanced    • WordPress    • How                to avoid trouble    • The           future of SEOThur...
Rich Owings                               http://localiswhereitsat.com                               rich@localiswhereitsa...
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  1. 1. SEO Links to mentioned resources: http://localiswhereitsat.com/seo-resources/ ‎Thursday, March 21, 13
  2. 2. SEO Search Engine Optimization Search Engine MarketingThursday, March 21, 13
  3. 3. SEO Consensus view Google, Bing, YahooThursday, March 21, 13
  4. 4. Title DescriptionThursday, March 21, 13
  5. 5. TITLE TAGS AND DESCRIPTION • Use keywords in title • Title is important in ranking • No more than 70 characters • Description is about getting clicks • 150-160 charactersThursday, March 21, 13
  6. 6. WHAT GOOGLE SEESThursday, March 21, 13
  7. 7. SEO IN WORDPRESSThursday, March 21, 13
  8. 8. SEO IN WORDPRESSThursday, March 21, 13
  9. 9. SEO IN WORDPRESSThursday, March 21, 13
  10. 10. SEO IN WORDPRESSThursday, March 21, 13
  11. 11. SEO IN WORDPRESSThursday, March 21, 13
  12. 12. SEO IN WORDPRESS SEO plugins • All in One SEO pack • WordPress SEO (Yoast) • Ultimate SEOThursday, March 21, 13
  13. 13. SEO IN WORDPRESS SEO pluginsThursday, March 21, 13
  14. 14. SEO IN WORDPRESS SEO pluginsThursday, March 21, 13
  15. 15. SEO IN WORDPRESS • Don’t hide your siteThursday, March 21, 13
  16. 16. IMPLEMENTING SEO • Some SEO is very easy • One time setup • Time consuming • Change is the only constantThursday, March 21, 13
  17. 17. THE WORDPRESS ADVANTAGE • Content is king • Google wants to see deep sites and fresh contentThursday, March 21, 13
  18. 18. DIGGING INTO SEOThursday, March 21, 13
  19. 19. ORGANIC SEOThursday, March 21, 13
  20. 20. UNIVERSAL SEARCHThursday, March 21, 13
  21. 21. UNIVERSAL SEARCHThursday, March 21, 13
  22. 22. UNIVERSAL SEARCHThursday, March 21, 13
  23. 23. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords (adwords.google.com)Thursday, March 21, 13
  24. 24. Thursday, March 21, 13
  25. 25. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords • Google autocompleteThursday, March 21, 13
  26. 26. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords • Google autocomplete • Many others • Use in title, URL, text and alt image tagsThursday, March 21, 13
  27. 27. KEYWORDS Long-tail marketing Search volume100,000 75,000 50,000 25,000 0 Samsung phones Samsung Galaxy phones Samsung Galaxy S3 Samsung Galaxy S3 reviewThursday, March 21, 13
  28. 28. KEYWORDS Long-tail marketing “The retailing strategy of selling a large number of unique items with relatively small quantities sold of each”Thursday, March 21, 13
  29. 29. PAGE RANK • An algorithm designed to assign a value to links and pages • Page Rank as votes • Some pages more important than others • Page rank (votes) is passed to internal and external links • Don’t diluteThursday, March 21, 13
  30. 30. PAGE RANK Page A Page B 10 links 50 links 1/10 1/50Thursday, March 21, 13
  31. 31. RANKING SIGNALS • On-page factors • Trust & authority • Off-page factors (backlink quality & quantity) • Backlink anchor text (Click here) • Social signals (on-site and off-site) • Traffic and CTR • Registration and hostingThursday, March 21, 13
  32. 32. ON-SITE SEO • Keywords (text, title, URL & image alt tags) • Use H1 tag for headline/post titleThursday, March 21, 13
  33. 33. ON-SITE SEO • Keywords (text, title & image alt tags) • Use H1 tag for headline/post title • Make internal linking a habitThursday, March 21, 13
  34. 34. GETTING LINKS • Link out • Look at competitors (use link: operator)Thursday, March 21, 13
  35. 35. GETTING LINKS • Link out • Look at competitors (use link: operator) • Make it easy to share (Jetpack, Share Buttons & Share This) • Make it easy to find your most important content • Evergreen content • Use images, break up contentThursday, March 21, 13
  36. 36. OF PANDAS AND PENGUINSThursday, March 21, 13
  37. 37. PANDA • First rolled out in February 2011 • Targets low-quality sites • Duplicate content, excessive ads, little content, content farms • Panda ranking factor updated frequentlyThursday, March 21, 13
  38. 38. PENGUIN • Announced in April 2012 • Targets “webspam” • Link buying, link networks, links from low-quality sites, over- optimization (use of same keyword phrase) • Updated less frequentlyThursday, March 21, 13
  39. 39. PANDA AND PENGUIN • Ranking filters • Not part of algorithm ran for each query • Can slow recovery • Verify which one affected youThursday, March 21, 13
  40. 40. PANDA AND PENGUIN PanguinTool.comThursday, March 21, 13
  41. 41. CHANGE HAPPENS • Old school SEO was all about getting links • Google has shifted focus to quality contentThursday, March 21, 13
  42. 42. QUALITY CONTENT • Write for and do what’s best for your audience • But be aware of SEO • Google guidelines • Provide unique valueThursday, March 21, 13
  43. 43. TAKING SEO TO THE NEXT LEVEL: ANALYZE • Don’t be logged in (Ctrl-Shift-N) • Google Analytics (traffic, sources, site speed, search terms, 404s, popular pages, etc.) • Google Webmaster Tools (verify sitemap, external links, search queries) • Paid tools - SEOMoz, Ahrefs, Majestic SEOThursday, March 21, 13
  44. 44. TAKING WORDPRESS SEO TO THE NEXT LEVEL • Don’t use ugly permalinks on new sitesThursday, March 21, 13
  45. 45. TAKING WORDPRESS SEO TO THE NEXT LEVEL • Don’t use ugly permalinks on new sites • Create an XML sitemap • Check for 404s • Use redirection plugin if needed • Use SEO plugins and set them up properlyThursday, March 21, 13
  46. 46. WORDPRESS SEO (YOAST)Thursday, March 21, 13
  47. 47. THE <NOINDEX> TAG • Subpages of archives (mysite.com/page/2) • Post types - MediaThursday, March 21, 13
  48. 48. THE <NOINDEX> TAG • Subpages of archives (mysite.com/page/2) • Post types - Media • Taxonomy - Tags • Other - Author and Date Archives • <a href=”http://mysite.com/page/2” rel=”noindex”>Thursday, March 21, 13
  49. 49. THE <NOFOLLOW> TAG • <a href=”http://someothersite.com” rel=”nofollow”> • Don’t follow • Don’t pass page rank • CommentsThursday, March 21, 13
  50. 50. EXPECT CHANGE Advertorials Guest authors Rich Snippets AuthorshipThursday, March 21, 13
  51. 51. AUTHORSHIP & RICH SNIPPETSThursday, March 21, 13
  52. 52. AUTHORSHIP • Still in beta • plus.google.com/authorship • Link your Google+ profile & your website • SEO plugins simplify it • Relatively easy to implement • No guaranteeThursday, March 21, 13
  53. 53. RICH SNIPPETS • AKA microformats • Commonly seen in reviews, recipes and ratings • Data driven • Can be harder to implementThursday, March 21, 13
  54. 54. SEO • Basics • Advanced • WordPress • How to avoid trouble • The future of SEOThursday, March 21, 13
  55. 55. Rich Owings http://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @localiswhere http://localiswhereitsat.com/seo-resources/Thursday, March 21, 13
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