CA274 -  Web Content Management Systems and Strategy* [email_address]
<ul><li>Class website ca274.beekeeperdev.com </li></ul><ul><li>Google Group – Use to ask questions and share findings </li...
Final Project Final Project
Final Project Requirements <ul><li>Create a theme </li></ul><ul><li>Can be a from scratch or child theme (only TwentyEleve...
Final Project Requirements <ul><li>Create a theme (cont.) </li></ul><ul><li>Must use the following </li></ul><ul><ul><li>W...
Search  Engine Optimization (SEO) Week 12
What is SEO? SEO is the process of improving the volume and quality of traffic to website from search engine via “organic”...
SEO 101
SEO is D-E-A-D! F A L S E SEO Myths: True or False?
F A L S E SEO Myths: True or False? SEO is Magic!
Anyone Can Do it! T R U E SEO Myths: True or False?
S EO 101: Let’s Start with the Basics <ul><li>Site   Architecture </li></ul><ul><li>Keywords & Meta Tags </li></ul><ul><li...
<ul><li>URL Structure </li></ul><ul><li>Cross-Linking </li></ul><ul><li>Sitemaps </li></ul><ul><li>Other Best Practices </...
<ul><li>Do’s </li></ul><ul><ul><li>Use Keywords </li></ul></ul><ul><ul><li>Keep it Short </li></ul></ul><ul><ul><li>Use Hy...
Site Architecture: URL Structure <ul><li>http://grasshopper.com/800-numbers/  </li></ul><ul><li>http://www.discoverohio.co...
<ul><li>How </li></ul><ul><ul><li>Use Keywords </li></ul></ul><ul><ul><li>Page Topic </li></ul></ul><ul><ul><li>Tell the U...
<ul><li>Good </li></ul>Site Architecture: Cross-Linking Not so Good
<ul><li>Make it easy for  EVERYONE   </li></ul><ul><ul><li>Text Based </li></ul></ul><ul><ul><li>Logical Order </li></ul><...
<ul><li>Help Your Friendly Neighborhood Spider </li></ul><ul><ul><li>XML Sitemaps are designed for search engines. </li></...
Site Architecture: Best Practices <ul><li>Keep Navigation Simple </li></ul><ul><li>No Flash </li></ul><ul><li>Images vs. T...
<ul><li>Keyword Research  </li></ul><ul><li>Tools </li></ul><ul><li>Choosing Keywords </li></ul><ul><li>Writing Meta Tags ...
<ul><li>#1 - Start a List </li></ul><ul><ul><li>Describe </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Co...
<ul><li>#2 – Check The Search Volume </li></ul><ul><ul><li>Free Tools: </li></ul></ul><ul><ul><ul><li>Google Keyword Tool ...
<ul><li>#3 – Choose Your Keywords </li></ul><ul><ul><li>Search Volume </li></ul></ul><ul><ul><li>Be Relevant </li></ul></u...
Meta Tags: Titles & Descriptions <ul><li>Things to Know </li></ul><ul><ul><li>Title tags ARE important </li></ul></ul><ul>...
Keywords: Meta Tags
<ul><li>Title tags  </li></ul><ul><ul><li>< 65 characters </li></ul></ul><ul><ul><li>1-3 Keywords </li></ul></ul><ul><ul><...
<ul><li>Utilizing Keywords  </li></ul><ul><li>Users vs. Search Engines </li></ul><ul><li>Types of Content </li></ul>Conten...
<ul><li>Where </li></ul><ul><ul><li>H1 Tags </li></ul></ul><ul><ul><li>Current Content </li></ul></ul><ul><ul><li>New Cont...
<ul><li>Backlinks & Rankings </li></ul><ul><li>Getting Links </li></ul>Links & Link Building Get people to talk about you!
<ul><li>Directories </li></ul><ul><li>Partners </li></ul><ul><li>Paid </li></ul><ul><li>Forums </li></ul>Links: Where To G...
<ul><li>WordPress is SEO Friendly </li></ul><ul><li>Many of features come  pre-built in WP  </li></ul><ul><li>Many plug-in...
<ul><li>ALL in One SEO Pack </li></ul><ul><li>http://semperfiwebdesign.com/portfolio/wordpress/wordpress-plugins/all-in-on...
<ul><li>Redirection </li></ul><ul><li>http://urbangiraffe.com/plugins/redirection/ </li></ul><ul><li>404 errors </li></ul>...
<ul><li>YARPP </li></ul><ul><li>http://mitcho.com/code/yarpp/ </li></ul><ul><li>Yet Another Related Posts Plugin </li></ul...
<ul><li>SEO Friendly Images </li></ul><ul><li>http://www.prelovac.com/vladimir/wordpress-plugins/seo-friendly-images </li>...
<ul><li>Clean SEO Slugs </li></ul><ul><li>http://wordpress.org/extend/plugins/clean-seo-slugs/ </li></ul><ul><li>Auto-magi...
<ul><li>Google (XML) Sitemaps Generator for WordPress </li></ul><ul><li>http://www.arnebrachhold.de/projects/wordpress-plu...
<ul><li>Sites </li></ul><ul><ul><li>http://mashable.com/2009/03/20/wordpress-seo-plugins/ </li></ul></ul><ul><ul><li>http:...
<ul><li>Sources </li></ul><ul><ul><li>http://www.slideshare.net/SKSDesigns/seo-for-wordpress-4428917 </li></ul></ul><ul><u...
<ul><li>PRACTICE </li></ul>Week 12
Install WordPress (10 Minutes) Week 11
<ul><li>Homework </li></ul><ul><ul><li>Work  final project </li></ul></ul>Week 12 - Homework
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Week 12 - Search Engine Optimization

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  • Snake Oil Salesman Quick &amp; Easy Practice Trial &amp; Error
  • 5 Key Factors to SEO Site Architecture next
  • Easy to remember Bookmarking Sharing/Emailing Wordpress makes this easy CMS today
  • Cross-Links Next
  • What is Cross-Linking? Benefits – users, keywords, spiders
  • Sitemaps next
  • Root folder
  • Root folder Why? -&gt; indexing Webmaster tools next
  • Keyword Research
  • Title Tags Next
  • Why are these important? Search results next
  • Writing Tags next
  • Title Tag Write description for the user Keywords 3-5 Content next
  • Write for the people! Links next
  • Backlinks mean more people talking about you Types of links
  • Wordpress next
  • Resources next
  • Resources next
  • Resources next
  • Resources next
  • Resources next
  • Resources next
  • Resources next
  • Week 12 - Search Engine Optimization

    1. 1. CA274 - Web Content Management Systems and Strategy* [email_address]
    2. 2. <ul><li>Class website ca274.beekeeperdev.com </li></ul><ul><li>Google Group – Use to ask questions and share findings </li></ul><ul><li>Bring USB with your template to class </li></ul><ul><li>No Class next week (work on your final project) </li></ul>Week 11 - Recap
    3. 3. Final Project Final Project
    4. 4. Final Project Requirements <ul><li>Create a theme </li></ul><ul><li>Can be a from scratch or child theme (only TwentyEleven and Twentyten can be parent themes) </li></ul><ul><li>Must work on your class website </li></ul><ul><li>Must have the following </li></ul><ul><ul><li>1 sidebar (5 points) </li></ul></ul><ul><ul><li>At least 2 widgets (5 points) </li></ul></ul><ul><ul><li>One custom post type (5 points) </li></ul></ul><ul><ul><li>At least two templates, i.e. single.php, page.php, category.php (10 points) </li></ul></ul><ul><ul><li>5 content pages (5 points) </li></ul></ul><ul><ul><li>Content page with video ( 5 points) </li></ul></ul>
    5. 5. Final Project Requirements <ul><li>Create a theme (cont.) </li></ul><ul><li>Must use the following </li></ul><ul><ul><li>WP menu functionality (5 points) </li></ul></ul><ul><ul><li>At least 2 of plugins (5 points) </li></ul></ul><ul><ul><li>Featured Thumbnail functionality (5 points) </li></ul></ul><ul><li>Due on 12/14. No option to turn-in late. </li></ul><ul><li>Must-turn in zip file and receive confirmation from me. </li></ul><ul><li>Free designs available at http://www.freecsstemplates.org/css-templates/ </li></ul>
    6. 6. Search Engine Optimization (SEO) Week 12
    7. 7. What is SEO? SEO is the process of improving the volume and quality of traffic to website from search engine via “organic” search results. Week 12
    8. 8. SEO 101
    9. 9. SEO is D-E-A-D! F A L S E SEO Myths: True or False?
    10. 10. F A L S E SEO Myths: True or False? SEO is Magic!
    11. 11. Anyone Can Do it! T R U E SEO Myths: True or False?
    12. 12. S EO 101: Let’s Start with the Basics <ul><li>Site Architecture </li></ul><ul><li>Keywords & Meta Tags </li></ul><ul><li>Content </li></ul><ul><li>Links & Link Building </li></ul><ul><li>SEO & WordPress Plug-ins </li></ul><ul><li>Resources </li></ul>
    13. 13. <ul><li>URL Structure </li></ul><ul><li>Cross-Linking </li></ul><ul><li>Sitemaps </li></ul><ul><li>Other Best Practices </li></ul>Site Architecture Make it easy for search engines to crawl your site!
    14. 14. <ul><li>Do’s </li></ul><ul><ul><li>Use Keywords </li></ul></ul><ul><ul><li>Keep it Short </li></ul></ul><ul><ul><li>Use Hyphens </li></ul></ul>Site Architecture: URL Structure <ul><li>Don'ts </li></ul><ul><ul><li>Session IDs </li></ul></ul><ul><ul><li>Duplicate URLs </li></ul></ul><ul><ul><li>Case Sensitive </li></ul></ul>
    15. 15. Site Architecture: URL Structure <ul><li>http://grasshopper.com/800-numbers/ </li></ul><ul><li>http://www.discoverohio.com/visitors/map.asp </li></ul><ul><li>http://mashable.com/2009/12/12/the-google-phone-cometh/ </li></ul><ul><li>http://www.example.com/?p=202 </li></ul><ul><li>http://www.newyorkmetro.com/fashion/fashionshows/2007/spring/ main/newyork/womenrunway/marcjacobs/ </li></ul><ul><li>http://news.cnet.com/8301-1035_3-10269459-94.html </li></ul><ul><li>http://www.amazon.com/gp/product/0312571356?ie=UTF8&tag=oth8hou-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0312571356 </li></ul>Good : Ehh :
    16. 16. <ul><li>How </li></ul><ul><ul><li>Use Keywords </li></ul></ul><ul><ul><li>Page Topic </li></ul></ul><ul><ul><li>Tell the User </li></ul></ul><ul><ul><li>Don’t Overdo It </li></ul></ul>Site Architecture: Cross-Linking <ul><li>Where </li></ul><ul><ul><li>Existing Pages </li></ul></ul><ul><ul><li>Sitemaps/FAQs </li></ul></ul><ul><ul><li>Blog Posts </li></ul></ul><ul><ul><li>Footer </li></ul></ul>
    17. 17. <ul><li>Good </li></ul>Site Architecture: Cross-Linking Not so Good
    18. 18. <ul><li>Make it easy for EVERYONE </li></ul><ul><ul><li>Text Based </li></ul></ul><ul><ul><li>Logical Order </li></ul></ul><ul><ul><li>Keep it Simple </li></ul></ul><ul><ul><li>Add to Footer </li></ul></ul><ul><ul><li>http://www.apple.com/sitemap/ </li></ul></ul>Site Architecture: Sitemaps
    19. 19. <ul><li>Help Your Friendly Neighborhood Spider </li></ul><ul><ul><li>XML Sitemaps are designed for search engines. </li></ul></ul><ul><ul><li>Easy to Create, Easy to Submit </li></ul></ul><ul><ul><ul><li>http://www.xml-sitemaps.com/ </li></ul></ul></ul><ul><ul><li>Webmaster Tools </li></ul></ul><ul><ul><ul><li>http://www.google.com/webmasters/sitemaps/login </li></ul></ul></ul><ul><ul><ul><li>http://siteexplorer.search.yahoo.com/ </li></ul></ul></ul><ul><ul><ul><li>http://www.bing.com/webmaster </li></ul></ul></ul>Site Architecture: XML Sitemaps
    20. 20. Site Architecture: Best Practices <ul><li>Keep Navigation Simple </li></ul><ul><li>No Flash </li></ul><ul><li>Images vs. Text </li></ul><ul><li>Limit Redirects </li></ul><ul><li>Use a Robots </li></ul><ul><li>404 </li></ul>“ First learn stand, then learn fly”
    21. 21. <ul><li>Keyword Research </li></ul><ul><li>Tools </li></ul><ul><li>Choosing Keywords </li></ul><ul><li>Writing Meta Tags </li></ul>Keywords: Research & Selection Choose keywords that are right for YOUR site!
    22. 22. <ul><li>#1 - Start a List </li></ul><ul><ul><li>Describe </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>PPC </li></ul></ul>Keywords: Research apple laptop apple laptop deals apple laptops apple mac book apple mac book pro apple mac books apple macbook apple macbook pro apple macbooks apple note book apple note books apple notebook apple notebooks macbook deals black macbook black macbooks cheap apple laptop cheap apple laptops cheap macbook cheap macbooks mac book mac book laptops mac books macbook macbook deal macbook deals macbook laptop macbook pro macbooks
    23. 23. <ul><li>#2 – Check The Search Volume </li></ul><ul><ul><li>Free Tools: </li></ul></ul><ul><ul><ul><li>Google Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Wordtracker Free Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Keyword Discovery Free Tool </li></ul></ul></ul><ul><ul><ul><li>Google Trends </li></ul></ul></ul>Keywords: Research
    24. 24. <ul><li>#3 – Choose Your Keywords </li></ul><ul><ul><li>Search Volume </li></ul></ul><ul><ul><li>Be Relevant </li></ul></ul><ul><ul><li>CEO Right </li></ul></ul>Keywords: Research
    25. 25. Meta Tags: Titles & Descriptions <ul><li>Things to Know </li></ul><ul><ul><li>Title tags ARE important </li></ul></ul><ul><ul><li>Meta Descriptions ARE important </li></ul></ul><ul><ul><li>Meta Keywords are….NOT? </li></ul></ul>
    26. 26. Keywords: Meta Tags
    27. 27. <ul><li>Title tags </li></ul><ul><ul><li>< 65 characters </li></ul></ul><ul><ul><li>1-3 Keywords </li></ul></ul><ul><ul><li>Brand Name </li></ul></ul><ul><li>Meta Description </li></ul><ul><ul><li><170 characters </li></ul></ul><ul><ul><li>Call to Action </li></ul></ul><ul><ul><li>Easy to Read </li></ul></ul>Meta Tags: Writing Tips
    28. 28. <ul><li>Utilizing Keywords </li></ul><ul><li>Users vs. Search Engines </li></ul><ul><li>Types of Content </li></ul>Content: Writing for Search Engines Quality content attracts users and search engines!
    29. 29. <ul><li>Where </li></ul><ul><ul><li>H1 Tags </li></ul></ul><ul><ul><li>Current Content </li></ul></ul><ul><ul><li>New Content </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul>Content: Writing for Search Engines Quality content attracts users and search engines! <ul><li>How </li></ul><ul><ul><li>Product/Service Features </li></ul></ul><ul><ul><li>News Stories </li></ul></ul><ul><ul><li>FAQ </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Blog Posts </li></ul></ul>
    30. 30. <ul><li>Backlinks & Rankings </li></ul><ul><li>Getting Links </li></ul>Links & Link Building Get people to talk about you!
    31. 31. <ul><li>Directories </li></ul><ul><li>Partners </li></ul><ul><li>Paid </li></ul><ul><li>Forums </li></ul>Links: Where To Get Them <ul><li>Articles </li></ul><ul><li>Social Media </li></ul><ul><li>Blogs </li></ul><ul><li>News </li></ul>
    32. 32. <ul><li>WordPress is SEO Friendly </li></ul><ul><li>Many of features come pre-built in WP </li></ul><ul><li>Many plug-in to help you </li></ul>SEO & WordPress: Best Friends Make WordPress work for you!
    33. 33. <ul><li>ALL in One SEO Pack </li></ul><ul><li>http://semperfiwebdesign.com/portfolio/wordpress/wordpress-plugins/all-in-one-seo-pack/ </li></ul><ul><li>Titles </li></ul><ul><li>Meta Keywords and Descriptions </li></ul><ul><li>More Tags </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    34. 34. <ul><li>Redirection </li></ul><ul><li>http://urbangiraffe.com/plugins/redirection/ </li></ul><ul><li>404 errors </li></ul><ul><li>301 redirections </li></ul><ul><li>Use it for all your redirection needs. </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    35. 35. <ul><li>YARPP </li></ul><ul><li>http://mitcho.com/code/yarpp/ </li></ul><ul><li>Yet Another Related Posts Plugin </li></ul><ul><li>Related posts based on tags, categories, </li></ul><ul><li>post content, etc. </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    36. 36. <ul><li>SEO Friendly Images </li></ul><ul><li>http://www.prelovac.com/vladimir/wordpress-plugins/seo-friendly-images </li></ul><ul><li>Auto-magically optimize alt and title tags. </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    37. 37. <ul><li>Clean SEO Slugs </li></ul><ul><li>http://wordpress.org/extend/plugins/clean-seo-slugs/ </li></ul><ul><li>Auto-magically optimize your post slugs. </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    38. 38. <ul><li>Google (XML) Sitemaps Generator for WordPress </li></ul><ul><li>http://www.arnebrachhold.de/projects/wordpress-plugins/google-xml-sitemaps-generator/ </li></ul><ul><li>Auto generate sitemap every time your site is updated </li></ul>SEO WordPress Plug-ins Make WordPress work for you!
    39. 39. <ul><li>Sites </li></ul><ul><ul><li>http://mashable.com/2009/03/20/wordpress-seo-plugins/ </li></ul></ul><ul><ul><li>http://www.seomoz.com </li></ul></ul><ul><ul><li>http://searchengineland.com </li></ul></ul><ul><ul><li>http://www.searchengineguide.com </li></ul></ul><ul><li>Checklists </li></ul><ul><ul><li>http://www.webconfs.com/15-minute-seo.php </li></ul></ul><ul><ul><li>http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo </li></ul></ul><ul><ul><li>http://articles.sitepoint.com/article/ultimate-seo-checklist </li></ul></ul>SEO Resources Get more info and start SEO-ing!
    40. 40. <ul><li>Sources </li></ul><ul><ul><li>http://www.slideshare.net/SKSDesigns/seo-for-wordpress-4428917 </li></ul></ul><ul><ul><li>http://www.slideshare.net/jdevalk/wordpress-seo-optimisation-presentation </li></ul></ul><ul><ul><li>http://www.slideshare.net/HubSpot/seo-101-search-engine-optimization-basics-hubspot </li></ul></ul><ul><ul><li>http://www.slideshare.net/Prunderground/the-basics-5467956 </li></ul></ul><ul><ul><li>http://www.slideshare.net/Casieg/wordcamp-boston-2010-seo-101 </li></ul></ul>SEO Resources Get more info and start SEO-ing!
    41. 41. <ul><li>PRACTICE </li></ul>Week 12
    42. 42. Install WordPress (10 Minutes) Week 11
    43. 43. <ul><li>Homework </li></ul><ul><ul><li>Work final project </li></ul></ul>Week 12 - Homework

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