Search Engine Optimize for WordPress in 3 Easy Steps
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Search Engine Optimize for WordPress in 3 Easy Steps Search Engine Optimize for WordPress in 3 Easy Steps Presentation Transcript

  • Search Engine Optimize: 3 Easy Steps Anna Belle Leiserson
  • Overview
  • Overview• SEO, my current WP project, me
  • Overview• SEO, my current WP project, me• Step 1: Understand Search Engines
  • Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots
  • Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your WP SEO Toolbox
  • Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your WP SEO Toolbox• Wrap up
  • • More and more now
  • • More and more now• I recommend WordPress
  • • More and more now• I recommend WordPress• Non-profits, small business, friends
  • • More and more now• I recommend WordPress• Non-profits, small business, friends• Which brings me to....
  • “How do I search engine optimize it?”
  • Translates to...
  • Translates to... • How do I empower a motivated WP user to do SEO by himself?
  • Translates to... • How do I empower a motivated WP user to do SEO by himself? • And his site will be our case study
  • What is SEO?
  • What is SEO?• “Organic” or "natural" search results
  • What is SEO?• “Organic” or "natural" search results• In other words ...
  • It’s not...
  • Pay Per Click
  • http://searchengineland.com/seo-beats-ppc-social-media-for-generating-leads-99064
  • And it’s not
  • And it’s notEnterprise Search
  • Does this mean it’s....
  • Does this mean it’s.... GSEO?
  • comScore April 11
  • Ergo...SEO = Google + Bing
  • If you’re going to live up to that verb “optimize”
  • You have to understand
  • You have to understand
  • Empower yourself!
  • Not to mention if you don’t...
  • Not to mention if you don’t... You’re susceptible to....
  • Dear google.com,
  • Dear google.com,I visited your website andnoticed that
  • Dear google.com,I visited your website andnoticed thatyou are not listed in most ofthe major search engines anddirectories...
  • Which brings us to...
  • 1. Understand Your Search Engines
  • 4 Big Pieces
  • The web is like...
  • A search engine is like...
  • What do libraries do?
  • Your Site
  • Your Site
  • Your Audience Your Site
  • Your Audience Your Site
  • Your Audience Index Your Site
  • Your Audience Index • Giant database Your Site
  • Your Audience Index Your Site
  • Your Audience Index User Interface Your Site
  • Your Audience Index User Interface • Search form Your Site
  • Your Audience Index User Interface • Search form • Search engine results (SERPs) Your Site
  • Your AudienceUser Interface Index Your Site
  • Your AudienceUser Interface Index Bot Your Site
  • Your AudienceUser Interface Index Bot Your Site
  • Your AudienceUser Interface Index"User-agent" e.g. Googlebot Bot Your Site
  • Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically Bot Your Site
  • Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot Your Site
  • Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot2. Copies every page it visits Your Site
  • Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot2. Copies every page it visits3. Sends the copy to the indexer Your Site
  • Your AudienceUser Interface Index Bot Your Site
  • Your AudienceUser Interface Index Algorithm Bot Your Site
  • Your AudienceUser Interface Index Bot Algorithm Your Site
  • Algorithm
  • Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“
  • Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“• In other words
  • Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“• In other words• Google’s algorithm is its software.
  • Algorithm Knowns
  • Algorithm Knowns • Changes constantly
  • Algorithm Knowns • Changes constantly • Over 200 SEO factors
  • Algorithm Knowns • Changes constantly • Over 200 SEO factors • Much that we can’t know
  • A few algorithms
  • A few algorithms • PageRank
  • A few algorithms • PageRank • Panda
  • A few algorithms • PageRank • Panda • Crawling algorithm
  • A few algorithms • PageRank • Panda • Crawling algorithm • Google Places
  • So that’s it for searchengine basics. Now...
  • 2. Friend Your Bots
  • 2. Friend Your Bots• How does your site look to the bot?
  • View source: aguru4u.com
  • Close, but not quite
  • Close, but not quite• Sees HTTP header
  • Close, but not quite• Sees HTTP header• Ignores chunks of code ...
  • Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning
  • Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO
  • Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not bad either
  • Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not bad either• So....
  • What do bots ignore?
  • What do bots ignore?• JavaScript (including content in it)
  • What do bots ignore?• JavaScript (including content in it)• Flash
  • What do bots ignore?• JavaScript (including content in it)• Flash• Actual images
  • What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies
  • What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs
  • What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs• So what they see is....
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • To human eye...
  • To human eye...• Like that text-based browser
  • To human eye...• Like that text-based browser• Lynx
  • What bots do bots like? Yum...
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • So Bots like...
  • So Bots like... 1. Links
  • 2. XML Sitemap
  • 2. XML Sitemap• Specialized file designed just for bots
  • 2. XML Sitemap• Specialized file designed just for bots• Set of links that point to
  • 2. XML Sitemap• Specialized file designed just for bots• Set of links that point to• Important parts of your site
  • <?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset>
  • What else do Bots like?
  • What else do Bots like? 3. Well-structured markup
  • and....
  • 4. Rich keywords Mmm... Good
  • Where do bots find keywords?
  • HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  • • domain-name.com
  • • domain-name.com• aguru4u.com/web-address/
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>• high quality info
  • • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>• high quality info• <footer>good contact info</footer>
  • in more detail...
  • *** Title Tag
  • *** Title Tag• <title>title tag</title>
  • *** Title Tag• <title>title tag</title>• 60-70 characters
  • *** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)
  • *** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)• <title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title>
  • Where do you see the title tag?
  • Browser top
  • SERP “snippet”
  • Why is it so important?
  • Why is it so important?• First thing people see in SERP
  • Why is it so important?• First thing people see in SERP• Strong factor for ranking
  • Why is it so important?• First thing people see in SERP• Strong factor for ranking• Great title/headline catches more attention and links
  • Title tag Donts
  • Title tag Donts• Waste characters...
  • Title tag Donts• Waste characters...• particularly "Welcome"...
  • Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space
  • Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space• Duplicate titles across site
  • Title tag Dos
  • Title tag Dos• Write the title for people, not Google
  • Title tag Dos• Write the title for people, not Google• Include most important keywords...
  • Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible
  • Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible• Branding at end (or start)
  • Another particularlygood keyword source...
  • Img tag <img src="aguru4u-logo.png" alt="AGuru4U"title="Logo for AGuru4U Computer Repair" />
  • Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*
  • Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute
  • Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute3. title attribute
  • Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute3. title attribute• * in file names, bots read dashes (not underscores) as word separators, e.g. roe-jeff.jpg
  • What Stops Bots
  • What Stops Bots• As in, you want to stop them, ergo...
  • What Stops Bots• As in, you want to stop them, ergo...• also good SEO
  • What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">
  • What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name="robots" content="noindex,nofollow"/>
  • What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name="robots" content="noindex,nofollow"/>• Per site: robots.txt
  • Robots.txt exampleUser-agent: *Disallow: /*?q=textonlyDisallow: /*?q=printonlyDisallow: /dd/clinicians.php?*Disallow: /radonc/team/display.php?*Disallow: /research/display.php?*Disallow: /research/investigators.php?*Disallow: /research/vicc_members.php?*
  • Notes about robots.txt
  • Notes about robots.txt• User-agents decide whether to adhere to them
  • Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.
  • Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.• Spam harvesters
  • Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.• Spam harvesters• And do be careful
  • What do bots dislike?
  • Lower your rankings
  • Lower your rankings• Slow site
  • Lower your rankings• Slow site• Icky URLs
  • Lower your rankings• Slow site• Icky URLs• Spelling errors
  • Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors
  • Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors• Excessive number of ads
  • Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  • Lower your rankings• Slow site • Frames• Icky URLs• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  • Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  • Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  • Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors • Too many links on a page• Excessive number of ads• Links to “bad neighborhoods”
  • Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors • Too many links on a page• Excessive number of ads • Lots of redundant• Links to “bad information neighborhoods”
  • What stops bots cold? Blacklists a site?
  • Black Hat SEO
  • Black Hat SEO• Cloaking....
  • Black Hat SEO• Cloaking....• Coding so search engines see something other than what humans see
  • Black Hat SEO• Cloaking....• Coding so search engines see something other than what humans see• Buying or selling links....
  • In addition
  • In addition• Pages that install viruses, so...
  • In addition• Pages that install viruses, so...• Update your site!
  • If you really want to shine at SEO...
  • If you really want to shine at SEO...• Three (of many) possibilities
  • 1.Build High Quality
  • 1.Build High Quality• Is author an expert or knowledgeable enthusiast?
  • 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?
  • 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?• Is it a comprehensive description of its topic?
  • 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?• Is it a comprehensive description of its topic?• Is the site reliable?
  • 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original?• Is it a comprehensive description of its topic?• Is the site reliable?
  • 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original? • Was the article well- edited?• Is it a comprehensive description of its topic?• Is the site reliable?
  • 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original? • Was the article well- edited?• Is it a comprehensive description of its topic? • Is language used audience-appropriate?• Is the site reliable?
  • 2. Social
  • 2. SocialClaim accounts for:
  • 2. Social Claim accounts for:1. Facebook
  • 2. Social Claim accounts for:1. Facebook2. Twitter
  • 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube
  • 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn
  • 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn5. Google+
  • 3. Accessible sites
  • 3. Accessible sites• Fascinating that Google defines accessibility as ...
  • 3. Accessible sites• Fascinating that Google defines accessibility as ...• “The ability for users and search engines to access and comprehend content.”
  • And then there are....
  • SERPs
  • SERPs• It doesn’t matter if you are number one on Google ...
  • SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.
  • SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.• So one last easy way to humor your search engines....
  • SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.• So one last easy way to humor your search engines....• Take charge of your snippets....
  • Snippet comes from...
  • We’ve mastered Bots• So on to....
  • Step 3:Build Your SEO Toolbox
  • 1 & 2: Webmaster Tools
  • 1 & 2: Webmaster Tools• Google Webmaster Tools
  • 1 & 2: Webmaster Tools• Google Webmaster Tools• Bing Webmaster Tools
  • Why use webmaster tools?
  • Why use webmaster tools?• Relatively easy to set up in WordPress
  • Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)
  • Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!
  • Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site
  • Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  • Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  • Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  • Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts) • HTML suggestions, e.g. shorter title tag or• Search queries! longer description meta tag• Who is linking to your site• Spot content that is accidentally blocked
  • Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts) • HTML suggestions, e.g. shorter title tag or• Search queries! longer description meta tag• Who is linking to your site • Fetch as Googlebot• Spot content that is accidentally blocked
  • 3. Analytics
  • 3. Analytics• Probably Google Analytics or WordPress.com Site Stats
  • 3. Analytics• Probably Google Analytics or WordPress.com Site Stats• Incredibly rich source of data
  • 3. Analytics• Probably Google Analytics or WordPress.com Site Stats• Incredibly rich source of data• Easy to set up in WordPress
  • 4. Google Insights for Search google.com/insights/search/
  • Two Approaches to Keywords
  • Two Approaches to Keywords1. Pushing in what you think are the best keywords
  • Two Approaches to Keywords1. Pushing in what you think are the best keywords2. Getting inside your users’ heads
  • Two Approaches to Keywords1. Pushing in what you think are the best keywords2. Getting inside your users’ heads• Hence Insights for Search
  • 5 and 6. G & B
  • 5 and 6. G & B• When was site last indexed
  • 5 and 6. G & B• When was site last indexed• Click on "cached" link
  • 5 and 6. G & B• When was site last indexed• Click on "cached" link• Look at top of page
  • 7. WordPress!
  • 7. WordPress!• Out of the box, the best SEO CMS?
  • Your average CMSs: SEO disaster
  • Your average CMSs: SEO disaster• Gibberish URLs
  • Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags
  • Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile code
  • Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile code• Stakeholder unfriendly UI
  • Why is WP so good?
  • Why is WP so good?• Permalinks
  • Why is WP so good?• Permalinks• Great at title tag & other metadata
  • Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code
  • Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface
  • Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface• It’s the Apple of my UIs
  • Seriously...
  • Seriously...• Combine that with WP’s popularity
  • Seriously...• Combine that with WP’s popularity• Less training for non-techie authors
  • Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...
  • Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search engines!
  • Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search engines!• WordPress is familiar ground for bots
  • WordPress.com
  • Leveraging WP.com
  • Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)
  • Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $99
  • Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)
  • Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)4. Link to webmaster tools. (Tools > Available tools)
  • Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)4. Link to webmaster tools. (Tools > Available tools)5. Set up a test site. Hover over your name in upper right > Manage my blogs > Register another blog.
  • Leveraging WP.com
  • Leveraging WP.com6. Choose an SEO friendly theme.
  • Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".
  • Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).
  • Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).9. Create a great tag line and use it. (Settings > General)
  • Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).9. Create a great tag line and use it. (Settings > General)10.And of course, use great content and headers and all the normal SEO stuff
  • Hostd WP sites
  • Hostd WP sites• Same as WP.COM, except
  • Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box
  • Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently
  • Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently• Can’t do Social Sharing out of box
  • Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently• Can’t do Social Sharing out of box• Turn on WordPress permalinks (Settings -> Permalinks)
  • A few caveats
  • A few caveats• Watch for redundant information
  • A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...
  • A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right away
  • A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right away• Watch out for themes & plugins....
  • 8 & 9. Themes & Plugins
  • 3 Rules of Themes & Plugins
  • 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum.
  • 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP...
  • 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even inactive themes and plugins.
  • 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even inactive themes and plugins. Rule 3 - Be very, very choosy.
  • How to choose a theme?
  • How to choose a theme?• From SEO perspective...
  • How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil
  • How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine
  • How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do you pick other themes?
  • How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do you pick other themes?• Set up a testbed. And then do a ....
  • Theme SEO Stress Test
  • Theme SEO Stress Test1. How does it render title tag? On secondary pages?
  • Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?
  • Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?3. Does it work well with your plugins?
  • Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?3. Does it work well with your plugins?4. Does it have a way for you to add your address and phone in the footer?
  • Theme SEO Stress Testview source
  • Theme SEO Stress Testview source5. Does it have a canned description tag for every page?
  • Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?
  • Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?7. Does it show your post titles as headers?
  • Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?7. Does it show your post titles as headers?8. Does sidebar content come before real content?
  • SEO Theme Stress Test
  • SEO Theme Stress Test9. How does it display categories?
  • SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?
  • SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?11. Is the code well-formed?
  • SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?11. Is the code well-formed?12. Extra credit: do WP "Theme Unit Test"
  • Become a Plugin Connoisseur
  • Become a Plugin Connoisseur• Do not get any old plugins!
  • Become a Plugin Connoisseur• Do not get any old plugins!• They also run the gamut
  • Become a Plugin Connoisseur• Do not get any old plugins!• They also run the gamut• Remember... very, very picky.
  • How to Judge a Fine Plugin
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?• Will it play well with other plugins you use?
  • How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?• Will it play well with other plugins you use?• Does it play well with your theme?
  • The Best SEO Plugins?
  • All in One SEO Pack
  • All in One SEO Pack• Over 10M downloads
  • All in One SEO Pack• Over 10M downloads• Covers all the basics and then some
  • All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version
  • All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version• But .. not as comprehensive
  • All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version• But .. not as comprehensive• Harder to understand
  • Yoasts WordPress SEO
  • Yoasts WordPress SEO• Great reputation; industry leader
  • Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads
  • Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"
  • Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"• Easy to learn
  • Yoast’s WP SEO: What’s good
  • Yoast’s WP SEO: What’s good• Focus on keywords
  • Yoast’s WP SEO: What’s good• Focus on keywords• Can add webmaster tools
  • Yoast’s WP SEO: What’s good• Focus on keywords• Can add webmaster tools• Easy access to robots.txt
  • Yoast’s WP SEO: What’s great
  • Yoast’s WP SEO: What’s great• Meta description!
  • Yoast’s WP SEO: What’s great• Meta description!• XML site maps
  • Yoast’s WP SEO: What’s great• Meta description!• XML site maps• Preview snippets
  • Any other SEO plugins?
  • Any other SEO plugins?• Not really
  • Any other SEO plugins?• Not really• Except possibly Google Analytics
  • Any other SEO plugins?• Not really• Except possibly Google Analytics• Which brings us to....
  • Final thoughts
  • Top 10 Tips for WP SEO
  • Top 10 Tips for WP SEO 10. Do security patches right away.
  • Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently.
  • Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools.
  • Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools. 7. Set up schedules and stick with them.
  • Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools. 7. Set up schedules and stick with them. 6. Prioritize.
  • Top 10 Tips for WP SEO
  • Top 10 Tips for WP SEO 5. Use images wisely.
  • Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks.
  • Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills.
  • Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient.
  • Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient. 1. Customers first.
  • If you build a great site for your users, good links and search engines will follow along.
  • Resources
  • Resources• Hire someone. Nashville has oodles of talent.
  • Resources• Hire someone. Nashville has oodles of talent.• Go to www.happywebdiva.com