SEO and WordPress
truth
“SEO has evolved to become the 
result of an actual marketing 
strategy versus marketing tactics”
Rae Hoffman
Read t...
seo planning is step 1
• rank cannot be bought
• must be earned
• seo is not an item to be 
left to the end
• plan first
•...
seo components
• A strong SEO strategy has three core components: 
– links
– content
– social media

• What's become more ...
expectations are blown apart...
•
•
•
•
•

Photo credit: Morgali Photography-House Explosion 2009.12.22 Ohio Ave
Extension...
pandas, penguins, hummingbirds
panda rules
•
•
•
•
•
•
•
•
•

Summer 2011
High‐quality, original
Trust
Authentic, interesting
Not full of ads
Involved
Us...
penguin – this bird can’t fly
• Debuted April 24, 2012
• Updated May 25, 2012
•  rankings of websites 
that violate Googl...
hummingbird – nimble, fast
• September 27, 2013, 
Google’s self‐given 
birthday gift, core algo
• improved, more natural 
...
fundamentals
•
•
•
•
•
•
•

solid, strong brand
great copy
adds value
well‐designed site
useful information
fast
mobile re...
what are you working towards?

•
•
•

Know your goal
Research
Competitor analysis
content is king
•
•
•
•
•

Owned/Earned/Paid
Increase Owned/Earned
Create
Distribute
Share & Interact
Content Development
•
•
•
•
•
Photo credit: Yutaka Tsutano

Photos
Videos
Text / written articles
Curated content
WordPres...
taxonomy
•
•
•
•

Map it out
Identify primary
Supporting branches
Categories
–

•

One per post

Tags as modifiers
–

Not ...
Plan Blog Categories
Parent
Category

Chocolate

Cupcakes

Birthday

Child or
Secondary
Categories

Decorating
Plan ‘Tags’‐ Micro Categories
Tags

Milk
Chocolate

Child
Category
Chocolate
Dark
Chocolate

White
Chocolate
Why strategy?
If you put effort into planning your 
marketing and content strategy you 
you’ll have a higher success rate ...
schema.org
• html tags to markup 
pages 
• Search engines rely on 
this markup
• created by the four 
major search engines
Google’s markup helper

• Optimize Your WordPress Blog Content with 
Google’s Markup Helper
Read an article guiding you th...
wordpress SEO
•
•
•
•
•

Best in class
Light weight
Easy to configure
Updated regularly
Content analysis 
functionality
• ...
all ins
•

Title
–
–

•
•

Text
Tags
–
–
–

•
•
•

page
file media library

alt
post
H2, H3

Page
Subheads
Descriptions
other considerations
• Inbound links
• Bold
• Cross site links as on‐
page navigation
• No “click this link”
rather, “clic...
author, author
• Rich snippets
• Google Profile
– rel=”author” and 
rel=”me”

• Best writer about this is 
Joost de Valk a...
rich snippet example
share, friend, participate
lather, rinse, repeat
•
•
•
•

monitor
adjust
refresh
keep alert to Google’s 
changes
• competition

Photo credit: 1950sUn...
2014 SEO WordPress Fundamentals
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2014 SEO WordPress Fundamentals

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WordPress and SEO were made to go together just like chocolate and peanut butter. With strategic marketing and planning, you can achieve your SEO and business lead goals. This presentation is an overview of essential things you need to understand today to optimize your site in compliance with current accepted best practices. For a version of the presentation which includes links to references and supportive information, visit http://charlestonpr.com/posts/2014-wordpress-seo-fundamentals/.

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2014 SEO WordPress Fundamentals

  1. 1. SEO and WordPress
  2. 2. truth “SEO has evolved to become the  result of an actual marketing  strategy versus marketing tactics” Rae Hoffman Read the article: http://sugarrae.com/rants-in-bitchland/google-propaganda-marketers-wake-up/
  3. 3. seo planning is step 1 • rank cannot be bought • must be earned • seo is not an item to be  left to the end • plan first • w/o planning, you’ll  never get where you  want to be Photo credit: Oatsy40
  4. 4. seo components • A strong SEO strategy has three core components:  – links – content – social media • What's become more pronounced in the last year is  the relationship between these elements. • Best user experience, e.g. mobile compatibility is no  longer optional Read more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014
  5. 5. expectations are blown apart... • • • • • Photo credit: Morgali Photography-House Explosion 2009.12.22 Ohio Ave Extension Nothing is the same No tricks No games No kidding. Follow best practices
  6. 6. pandas, penguins, hummingbirds
  7. 7. panda rules • • • • • • • • • Summer 2011 High‐quality, original Trust Authentic, interesting Not full of ads Involved Useful/UX Not overly optimized Google notes Read Google’s post about quality: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-buildinghigh-quality.html
  8. 8. penguin – this bird can’t fly • Debuted April 24, 2012 • Updated May 25, 2012 •  rankings of websites  that violate Google’s  Webmaster Guidelines • demote black‐hat SEO  tactics, e.g. link  schemes Read Google’s Webmaster Guidelines: https://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
  9. 9. hummingbird – nimble, fast • September 27, 2013,  Google’s self‐given  birthday gift, core algo • improved, more natural  search • focused on natural  speech • finding you precisely  what you seek
  10. 10. fundamentals • • • • • • • solid, strong brand great copy adds value well‐designed site useful information fast mobile responsive
  11. 11. what are you working towards? • • • Know your goal Research Competitor analysis
  12. 12. content is king • • • • • Owned/Earned/Paid Increase Owned/Earned Create Distribute Share & Interact
  13. 13. Content Development • • • • • Photo credit: Yutaka Tsutano Photos Videos Text / written articles Curated content WordPress app makes it  easy on the go
  14. 14. taxonomy • • • • Map it out Identify primary Supporting branches Categories – • One per post Tags as modifiers – Not contained in post  titles
  15. 15. Plan Blog Categories Parent Category Chocolate Cupcakes Birthday Child or Secondary Categories Decorating
  16. 16. Plan ‘Tags’‐ Micro Categories Tags Milk Chocolate Child Category Chocolate Dark Chocolate White Chocolate
  17. 17. Why strategy? If you put effort into planning your  marketing and content strategy you  you’ll have a higher success rate and  also continue to execute based on a strategy,  versus reacting to what is wrong due to lack of  organization.
  18. 18. schema.org • html tags to markup  pages  • Search engines rely on  this markup • created by the four  major search engines
  19. 19. Google’s markup helper • Optimize Your WordPress Blog Content with  Google’s Markup Helper Read an article guiding you through how to optimize your WordPress blog content: http://contentmarketinginstitute.com/2014/01/optimize-wordpress-blog-content-googles-markup-helper/ • Google’s Markup Helper Use Google’s Markup Helper: https://www.google.com/webmasters/markup-helper/
  20. 20. wordpress SEO • • • • • Best in class Light weight Easy to configure Updated regularly Content analysis  functionality • Optimize your sites titles  and descriptions with the  snippet preview. • Automatically generate XML  Sitemaps
  21. 21. all ins • Title – – • • Text Tags – – – • • • page file media library alt post H2, H3 Page Subheads Descriptions
  22. 22. other considerations • Inbound links • Bold • Cross site links as on‐ page navigation • No “click this link” rather, “click for map to  our location”
  23. 23. author, author • Rich snippets • Google Profile – rel=”author” and  rel=”me” • Best writer about this is  Joost de Valk aka Yoast http://yoast.com/wordpress‐rel‐author‐ rel‐me/ Learn from Google: What are rich snippets? https://support.google.com/webmasters/answer/99170?hl=en
  24. 24. rich snippet example
  25. 25. share, friend, participate
  26. 26. lather, rinse, repeat • • • • monitor adjust refresh keep alert to Google’s  changes • competition Photo credit: 1950sUnlimited

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