WordCamp 2012 WordPress SEO

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In these back-to-back sessions, you’ll learn the steps to take to help your site do better in search results. This presentation (2-in-1 at WordCamp Toronto) covers SEO tactics to optimize WordPress …

In these back-to-back sessions, you’ll learn the steps to take to help your site do better in search results. This presentation (2-in-1 at WordCamp Toronto) covers SEO tactics to optimize WordPress for search and optimizing your content, including keyword research, web copy and images.

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  • 1. How to do better in Part 1: Optimizing Your WordPress SitePart 2: Optimizing Your Web Content for Search
  • 2. The best platform for SEO
  • 3. Google’s Matt Cutts agrees
  • 4. The foundation of on-page SEO photo: Pond5  Poll your client base for terms  List multiple ways to say the same thing  Use the Google Adwords keyword tool  Check out Google Suggests & Google Insights more about this later …
  • 5. Use keywords in the naming structure of Web site Keyword-rich domain name People use your business name or your domain name as the anchor text of a link
  • 6. 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”
  • 7. Use keywords in the naming structure of web site Keyword-rich domain name  People use your business name or your domain name as the anchor text of a link Adjust Permalink settings to add keywords to site urls
  • 8. Permalink settings/%category% /%postname%/
  • 9. Customize the permalink for each individual page/post
  • 10. If its good for site visitors, Google likes it!B
  • 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. What is a meta title and meta description? HTML code that search engines read Shows in search engines results Accurately summarize page content Important elements in search engines’ algorithm and for searchers Should contain your keywords
  • 13. Titles and Meta Descriptions Title Meta Description
  • 14. Writing your titles and metas Enter a 70 character custom Title Enter a 155 character custom description
  • 15. 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
  • 16. 301 redirects with Yoast
  • 17. 301 redirects via .htaccess# BEGIN WordPress<IfModule mod_rewrite.c>RewriteEngine OnRewriteBase /RewriteRule ^index.php$ - [L]RewriteCond %{REQUEST_FILENAME} !-fRewriteCond %{REQUEST_FILENAME} !-dRewriteRule . /index.php [L]</IfModule># END WordPressredirect 301 /oldurl.htm http://newurl.com/newpage
  • 18. Changing the Permalink Structure on an Established Site for default post id ?p=123 WordPress will automatically forward to the new structure for date or numeric permalink structure you’ll need to redirect your old permalinks to your new ones at the top of the .htaccess file  yoast.com/wp-content/permalink-helper.php  learnwp.ca/wordpress-dashboard/changing-permalinks
  • 19. Dont block search engines!!!Settings -> Privacy ->Allow search engines to index this site .
  • 20. Q & Eh? image used by permission susybee.com
  • 21. How to do better in Part 1: Optimizing Your WordPress SitePart 2: Optimizing Your Web Content for Search
  • 22. The foundation of on-page SEO photo: Pond5  Poll your client base for terms  List multiple ways to say the same thing  Use the Google Adwords keyword tool  Check out Google Suggests & Google Insights
  • 23. Using Googles keyword tool
  • 24. Google Suggests; Google InsightsGoogle Suggests:Begin typing some of your keyword terms insearch - Google will suggest endings foryour termsGoogle Insights: For patternshttp://www.google.com/insights/search/
  • 25. Getting ready to write web copyYoure writing for two audiences  For the way people read on the web  For search engines Humans trump search engines! photo: Pond5
  • 26. 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
  • 27. How to write for search engines Use 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
  • 28. Using categories and tagsinterlinking:You’re probably already linking to other posts on your sitebut have you considered linking to a tag or category?titles & descriptions for tags & categories:Using the SEO by Yoast WordPress plugin you canoptimize your taxonomy and archive pages.Cleaning up Tags & Categories with Yoasts new toolhttp://yoast.com/optimizing-tags/ - Term Optimizer
  • 29. 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 Tag of each image. When appropriate, use captions to describe your image
  • 30. Optimizing images for search - page speed Keep image file size as small as possible Don’t scale images Use background images that repeat
  • 31. Going off page...Link Building Number of inbound back links How reputable is the link Relevance of link Anchor text
  • 32. Attract traffic Create great content Commenting Social media Guest blogging
  • 33. Google Tools Google Webmaster Tools Google Analytics Google+
  • 34. Q & Eh? image used by permission susybee.com
  • 35. Thank You WordCamp Toronto Dawn Comber, digitaldialogues.ca Ruth Maude, dandelionwebdesign.com WordPress Workshops: LearnWP.ca