Optimizing your WordPress Site & Web Content for Search - WordCamp 2012 Buffalo


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In this session you’ll learn the steps to take to help your site do better in search results. We'll give you an overview of the WordPress SEO Yoast Plugin as we discuss SEO tactics to optimize your web content for search.

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Optimizing your WordPress Site & Web Content for Search - WordCamp 2012 Buffalo

  1. 1. How to do better inSearch Engine OptimizationFor your WordPress website
  2. 2. The best platform for SEO
  3. 3. Google’s Matt Cutts agrees
  4. 4. If its good for site visitors, Google likes it!
  5. 5. The foundation of on-page SEO photo: Pond5  List multiple ways to say the same thing  Poll your client base for keyword terms  Ask friends & family  Use the Google Adwords keyword tool  Check out Google Suggests & Google Trends
  6. 6. Use keywords in the naming structure of web site Adjust Permalink settings to add keywords to the urls of your site http://yourdomain.com/keyword-keyword -> Settings -> Permalinks and choose Post name or Custom Structure
  7. 7. Permalink settings/%category% /%postname%/
  8. 8. Customize the permalink for each individual page/post
  9. 9. Meta title & descriptions in SEOWhat are they?  HTML code that search engines read  Clickable link in search engines results  Accurately summarize page content  Important elements in search engines’ algorithm and for searchers  Should contain your keywords
  10. 10. Titles and Meta Descriptions Title Meta Description
  11. 11. WordPress SEO by Yoast A powerful WordPress plugin Plugin incorporates best practices Wide variety of functions in one plugin  Titles and meta descriptions  Breadcrumb Trail  Permalink clean up  xml sitemaps  Edit your robots.txt and .htaccess  Clean up head section  Author rel Easy to migrate from All In One SEO
  12. 12. Writing your titles and metas Enter a 70 character custom Title Enter a 155 character custom description
  13. 13. Getting ready to write web copyYoure writing for two audiences  For the way people read on the web  For search enginesHumans trumpsearch engines! photo: Pond5
  14. 14. How to write for site visitorsPeople read differently on the web SO ... Call-to-action button Main message above the fold Use H2 & H3 Short sentences & paragraphs Bulleted lists Anchor text Inform and entertain
  15. 15. Reserve H1 for Page & Post titles Use H2, H3, H4 in Content
  16. 16. How to write for search engines Write to your readers using your keywords - naturally: No keyword stuffing o meta tags o H2 & H3 o page titles (H1) o images o body text o anchor text Check your Themes headings Check with Yoasts Page Analysis feature
  17. 17. Anchor text Anchor text is the visible, clickable text in a hyperlink Search engines give weight to the keywords used in link so don’t use “click here”
  18. 18. Optimizing images for search These textural clues tell Search Engines what images are about Use descriptive keyword rich image file names (i.e. “my-keyword.jpg”) Optimize the Title and Alt Attributes of each image [SEO Friendly Images plugin] When appropriate, use captions to describe your image
  19. 19. Optimizing images for search - page speed Keep image file size as small as possible Don’t scale images Use background images that repeat
  20. 20. Rel=Author links an articles byline to an authors website profile page displays author photos in search results links the search result byline to the authors Google Plus profile displays the number of circles the author is in on Google Plus adds a more by this author link to the search result tells Google that this is a reputable link
  21. 21. xml sitemap tells search engines which pages to crawl links to all urls for a site metadata about each url – when it was last updated, how often it usually changes, & how important it is relative to other URLs Yoast plugin will automatically update the xml sitemap when you publish a new post submit to Google through webmaster tools
  22. 22. Changing the Permalinks on Established Site Read our blog post! Default post id ?p=123 no redirect needed Day and Name your redirect should be RedirectMatch 301 ^/([0-9]{4})/([0-9]{2})/([0-9]{2})/(.*)$ http://yourdomain.com/ $4 Month and Name your redirect should be RedirectMatch 301 ^/([0-9]{4})/([0-9]{2})/(.*)$ http://yourdomain.com/$3 Numeric your redirect should be RedirectMatch 301 ^/archives/(d+)$ http://yourdomain.com/?p=$1 Postname and you want to switch to /%category%/%postname %/ use the Permalinks to Category/Permalinks plugin
  23. 23. 301 redirects via .htaccess Paste permalink change code at top above WordPress code redirect 301 /oldurl.htm http://newurl.com/newpage
  24. 24. Dont block search engines!!!Settings -> Privacy ->Allow search engines to index this site .
  25. 25. Going off page...Link Building It’s not just about the numbers  How reputable is the link?  How relevant? Anchor text
  26. 26. Attract traffic instead Create great content Guest blog Comment Engage in social media
  27. 27. Q & Eh? image used by permission susybee.com
  28. 28. Thank You WordCamp Buffalo Ruth Maude & Dawn Comber LearnWP.ca Follow us on Twitter: @2LearnWP