WordPress & Expired Domains: How To Do It Right!

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This session will feature the latest tips and tricks you should know when building (or running) a large-scale link-network based on WordPress and Expired Domains. Following topics will be …

This session will feature the latest tips and tricks you should know when building (or running) a large-scale link-network based on WordPress and Expired Domains. Following topics will be covered:

•WordPress Multisite setups and how to scale them
•Necessary tweaks and WordPress plug-ins
•Themes and theme frameworks
•Expired Domains: Where to get them and what to consider
•How to avoid patterns and footprints
•Multi-domain, multi-IP, multi-owner: What you need to know

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  • 1. WordPress SEO London Affiliate Conference January 2012Bastian Grimm, CEO & Founder, Grimm Digital
  • 2. http://www.seomoz.org/google-algorithm-change
  • 3. 516 Updates in 2010 In 2010 Google tested around 13.000 changes to their algo, 516 are still „live“. Main focus of those updates were technical, marketing and usability changes, including: – Caffeine: New infrastructure – Suggest: Usability (trying to simplify navigation) – Instant & Instant Previews In 2011 we mainly talked „Panda“ 3
  • 4. And why’s that?
  • 5. BECAUSE…Google sucks!
  • 6. And now: Let’s havesome fun, shall we?
  • 7. About me Background: PHP & Java – Dev. CMS, shops & forums – Wazap! Game Search Engine Online Marketing since 2004 – SEO strategy consulting, in-house trainings & workshops, WordPress SEO, etc. – Just an Affiliate Links, Links, Links…need some? Stuff to play with… 7
  • 8. #1: WordPress Setup 1/3 1. Setup WP w/ optimized settings – Permalinks, Plug-ins, Settings 2. Use Xcloner to multiply setup – Easier vs. re-doing 1/ over & over again 3. Use ManageWP for maintenance – Perfect mass management solution 4. Or: Update using browser favorites – Just replace hostnames in your list 8
  • 9. #1: WordPress Setup 2/3 1. Use default WordPress and install 2. Edit wp-config.php: – define(WP_ALLOW_MULTISITE, true); 3. Install WP “MU Domain Mapping” – Copy “sunrise.php” to “wp-content” 4. Edit wp-config.php, again: – define(SUNRISE, on); Bonus: “Clone Sites for WPMU“ More: http://codex.wordpress.org/Create_A_Network 9
  • 10. #1: WordPress Setup 3/3 1. Do a standard WP MU installation 2. Use a static export of a single blog using HTTrack – Search & replace tasks using “find” and “sed” at command line-level 3. FTP upload & distribution using LFTP – Unlimited hoster; no PHP/ MySQL req. Hint: Don’t do “wget”, not all path’s (like in CSS / JS) will be replaced 10
  • 11. http://yoast.com/wordpress/seo/
  • 12. #2: WordPress SEO by Yoast 1/7
  • 13. #2: WordPress SEO by Yoast 2/7
  • 14. #2: WordPress SEO by Yoast 3/7
  • 15. #2: WordPress SEO by Yoast 4/7
  • 16. #2: WordPress SEO by Yoast 5/7
  • 17. #2: WordPress SEO by Yoast 6/7
  • 18. #2: WordPress SEO by Yoast 7/7
  • 19. Some more plug-in awesomeness!
  • 20. #3: Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
  • 21. #4: Back WP up http://wordpress.org/extend/plugins/backwpup/
  • 22. #5: WP Permalauts http://wordpress.org/extend/plugins/wp-permalauts/
  • 23. #6: Redirection http://wordpress.org/extend/plugins/redirection/
  • 24. #7: Eclipse Link Cloaker http://eclipsecloaker.com/ (57$ one-time fee)
  • 25. #8: Custom Image SRC <link rel=”image_src” href=”preview-image-here.jpg” /> http://wordpress.org/extend/plugins/custom-image-src/
  • 26. WordPress Security
  • 27. #9: Do updates regularly! Keep your installation „clean“ – Remove all non-active Themes and Plug-ins Keep WordPress and Plug-ins updated – WP Updates Notifier to get emails on out-dated components (core, themes & plug-ins) for all blogs: • http://wordpress.org/extend/plugins/wp-updates-notifier/ – ManageWP can do one-click mass updates (core, themes, plug-ins again) for all your blogs: • http://managewp.com/features
  • 28. #10: WP AntiVirus http://wordpress.org/extend/plugins/antivirus/
  • 29. #11: Secure WordPress http://wordpress.org/extend/plugins/secure-wordpress/
  • 30. #12: WP Security Scan http://wordpress.org/extend/plugins/wp-security-scan/
  • 31. #12: WP Security Scan http://wordpress.org/extend/plugins/wp-security-scan/
  • 32. Themes & Theme Frameworks
  • 33. #13: Premium Themes 1/4 themeforest - http://themeforest.net/category/wordpress ~1.400 themes, starting at $ 30
  • 34. #13: Premium Themes 2/4 WOO Themes - http://www.woothemes.com/ ~120 themes, 3 starting at $ 70
  • 35. #13: Premium Themes 3/4 simple themes - http://www.simplethemes.com/ ~15 themes, starting at $ 49
  • 36. #13: Premium Themes 4/4 elegantthemes - http://www.elegantthemes.com/ ~70 themes, starting at $ 39 per year
  • 37. #14: Premium Theme Frameworks 1/2 Thesis Theme Framework - http://diythemes.com/ Unlimited developer license for $ 164
  • 38. #14: Premium Theme Frameworks 2/2 STUDIOPRESS Genesis Framework - http://www.studiopress.com/ Unlimited developer license for $ 300 (~44 Themes)
  • 39. Let’s talk content…
  • 40. #15: Scale Content Creation Textbroker WordPress Plugin - http://www.textbroker.com/wordpress/Order & check content from within WP; auto-publish new content as post or page.
  • 41. #16: Auto re-build content
  • 42. #16: Auto re-build content
  • 43. #16: Auto re-build content
  • 44. #16: Auto re-build content http://redir.ec/warrick
  • 45. Technical stuff to consider…
  • 46. #17: Avoid footprints & patterns 1. Google AdSense & Analytics 2. Affiliate Codes / IDs 3. Content (# words, # pages, etc.) 4. Always the same theme / mark-up
  • 47. #18: Don‘t over-do it! H1 vs. H2 „PageRank Sculpting“ “nofollow”-usage CSS positioning „Keyword density“ etc. 47
  • 48. #19: Fails aka what NOT to do! 1/4 DO NOT inter-link all domains with all other domains from your network… 48
  • 49. #19: Fails aka what NOT to do! 2/4 DO NOT put all your domains in one GWT account… 49
  • 50. #19: Fails aka what NOT to do! 3/4 DO NOT sell links too obviously (footer, sidebar, etc.)… 50
  • 51. #19: Fails aka what NOT to do! 4/4 DO NOT MAKE THEM LOOK (TOO) STUPID! 51
  • 52. Expired Domains and what to know…
  • 53. #20: Expired Domain Provider 1/4 www.expireds.net 53
  • 54. #20: Expired Domain Provider 2/4 www.snapnames.com 54
  • 55. #20: Expired Domain Provider 3/4 www.pool.com 55
  • 56. #20: Expired Domain Provider 4/4 www.namejet.com 56
  • 57. #21: Go „exotic“ PRO: Less competition PRO: Google without direct NIC- access; this results in slower (or) no actions because of owner changes PRO: Way easier to change theme or content of that domain CON: Registration harder & more expensive (trustee service, etc.) CON: Backlink profile probably with wrong geo-focus 57
  • 58. #22: Pre-Select carefully1. Create a huge domain list – Seed sources like DMOZ, Wikipedia, competitor BL‘s2. Rate and filter your results – Use SEO metrics like BL quality, age, PR / mR / ACrank, visibility, etc.3. Prefer domains most likely to be deleted – Already in transit, error & under construction sites4. Be creative – Yearly re-occurring events, insolvency , etc. 58
  • 59. #23: Consider long-time expireds Crawl the web w/ Xenu  Use publicly trusted sources to start: – Yahoo!, DMOZ – Wikipedia – Universities BUT…  “no such host” does not necessarily mean you can get that domain  You need to check DNS, Whois, link-profile, etc. THAT’s A LOT OF WORK! 59
  • 60. WAY too much stress…… this is how I do my work:
  • 61. #23: Consider long-time expireds http://80legs.com/ 61
  • 62. #24: Rebuild those domains1. Try to re-create content and URL-structures2. Have a look at old URLs with rankings3. Re-check old inbound anchor-texts and targets4. Use strong URLs for internal link-juice distribution (aka hubs)5. Redirect the ones (depending on theme and content) you don‘t need 62
  • 63. #25: Watch out for errors  Knowledge is power  Use a 404 logger – Analytics software – Redirection (built-in) – Webserver logs  Setup 301 redirects accordinglyImage stolen from: http://bit.ly/Fuw8 63
  • 64. OMCap 2011 - Online Marketing Konferenz Berlin And that’s it! …13.10.2011 Wait, still not enough? 64
  • 65. Thanks for your time! mail@grimm-digital.com twitter.com/basgr linkedin.com/in/bastiangrimm facebook.com/grimm.digital Bastian Grimm, CEO & Founder, Grimm Digital