1. DIY SEO using WordPress Presented by Melissa Cahill Panoptic Online Marketing, LLC WordCamp NYC Baruch College (CUNY) June 9-10, 2012
2. This presentation aims to help the small businessowner, non-profit webmaster, or personal bloggerunderstand some basic principles and best practicesaround SEO.DIY, or know the right questions to ask before paying aSEO specialist.
3. • Basic SEO concepts• Keyword research: How to select effective keywords• Keyword implementation: Understand the purpose of each implementation location, and learn how to use the Yoast SEO plugin• Things to consider when hiring an SEO company• Learn More About SEO (Free Tools and Resources)
4. • Basic SEO concepts• Keyword research: How to select effective keywords• Keyword implementation: Understand the purpose of each implementation location, and learn how to use the Yoast SEO plugin• Things to consider when hiring an SEO company• Learn More About SEO (Free Tools and Resources)
5. Search Engines vs. Users Search Engine Optimization Search Experience Optimization Search Engines UsersLove content. Love content.Use keywords to generate listings. Use keywords to find information.Can’t access a poorly designed site. Hate browsing a poorly designed site. Everything you do on a website should have the dual purpose of satisfying USERS and search engines (yes, in that order!)
6. Google says that the right kind of SEO is fineMany people confuse search engine optimization with spamming. Spamming and SEOare two totally different things. A recent announcement from Google contains astatement about “white hat” SEO: Effective search engine optimization can make a site more crawlable and make individual pages more accessible and easier to find… “White hat” search engine optimizers often improve the usability of a site, help create great content, or make sites faster, which is good for both users and search engines. Watch Google’s Matt Cutts talk about SEO on YouTube: http://www.youtube.com/watch?feature=player_embedded& v=BS75vhGO-kk
7. How Do I Improve My Ranking?On-Site Factors:• What you say about yourself – Keywords you use on your websiteOff-Site Factors:• What other websites say about you – Inbound Links (and words they use in the link)
8. SEO Basics• Off-site SEO (link building): – Legitimate – Credible – RelevantGoogle’s recent “Penguin” update penalizedwebsites undertaking black hat SEO tacticsand those with otherwise low-quality content
9. On-Site Factors for SEO1. What keywords to use? – Targeted (to a specific product/service/audience) – Traffic-bearing (Average Search Volume [ASV])2. Where to put them on your site? – Page Titles & Meta-Description Tags…
10. Keyword ResearchWhat keywords to use? – Targeted (to a specific product/service/audience) – Traffic-bearing (Average Search Volume [ASV]) – Not ridiculously competitive TIPS! • Brainstorm, but keep it simple. • Don’t spread yourself too thin. • Be specific about what you’re selling.
11. Implementation Locations• Where should I use keywords? 1. Domain name (http://www.YourDomainName.com/) 2. Sub-page URLs (permalinks): (http://www.YourDomainName.com/YourPageName) 3. Title 4. Meta-Description 5. Headers (h1, h2, h3; descending importance) 6. Internal links 7. Website copy (written content on the page) 8. Bold text
12. Keyword Implementation Rules• Don’t overdo it!• Only target 2-3 phrases per page on site• Don’t make text read like you are spamming!We’re a coffee shop in New York City and our coffee shop in NewYork City serves good coffee.
13. Keyword Implementation Rules• Don’t overdo it!• Only target 2-3 phrases per page on site• Don’t make text read like you are spamming!We’re a coffee shop in New York City and our coffee shop in NewYork City serves good coffee.
15. Title & Meta-Description
16. Title & Meta-Description• Title is essentially #1 for keywords• Meta-Description relatively low on the list TIP! Unless your business name is a widely recognized brand, keep it out of the Title, but include it first in the Meta-Description
17. Yoast SEO for WordPress
18. Headers h1, h2, h3, h4, h5 Descending weight on SEO• h1 – One of the main keywords of page• h2, h3 – secondary/topical keywords• h4, h5 – not crucial to use/embed
19. Website Copy• At least one paragraph of copy should be found on each page• Keyword Density – Not imminently important• Learn how to write copy for the web
20. Yoast SEO for WordPress
21. Keywords for Images• File name …“whitesalmon-rafting.jpg”• Alt attribute • Shows when image cannot be loaded • Tooltip text alt = “Rafters plunging down Husum Falls on the White Salmon River”• Title attribute <img src=“/images/whitesalmon- title = “Husum Falls on the rafting.jpg” width=“250” height=“150” alt=“Rafters plunging down Husum Falls White Salmon River” on the White Salmon River” title=“Husum Falls on the White Salmon River”>
22. Internal Links• Can be helpful within the copy, especially at the end of articles• Should not be overused• Should have the same anchor text as your main navigation or inbound links Consider a “related posts” plugin:
23. Update ServicesAlert update services (“ping”) that you have new content.The WordPress Codex keeps a list of valid ping services thatyou can cut and paste into your blog’s settings:http://codex.wordpress.org/Update_Services
24. XML Site Maps
25. Yoast SEO for WordPress
26. Yoast SEO for WordPress
27. Yoast SEO for WordPress
28. Advanced Features1. Robots Meta configuration2. Canonical3. Breadcrumbs4. Permalink clean up5. XML Sitemaps6. RSS enhancements7. Edit your robots.txt and .htaccess
29. What to ask SEO vendors? TIP! Don’t trust anyone who makes guarantees regarding rankings, especially if they promise you one of the top spots in Google.• How do they conduct their keyword research?• What’s included in their price?• How do they monitor performance and how often will they make any necessary adjustments?
30. Learn More About SEOSEOMoz’s Beginniners Guide to SEO- Chapter 5: Keyword ResearchGoogle’s Search Engine Optimization Starter Guide (PDF)Yoast’s SEO for WordPress Plugin- The Definitive Guide to Higher Rankings for WordPress SitesGoogle & SEO-Friendly Page Titles (Video)CopyBlogger Copywriting 101Matt Cutts: Gadgets, Google, and SEO
31. About TadpoleWe are a Worker Cooperative, a partnership of fiveprofessionals who pool our talents and tools to make thingsbetter for our clients (and easier for ourselves).We share a strong belief in open-source software, collaborativeeffort and empowering the individual WordPress user. Weoffer WordPress Design/Development, Hosting, Training andSupport for individuals, small business and non-profitorganizations. Visit us at http://tadpole.cc