WordPress & Expired Domains: How To Do It Right!

WordPress SEO London Affiliate Conference January 2012Bastian Grimm, CEO & Founder, Grimm Digital

http://www.seomoz.org/google-algorithm-change

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

And why’s that?

BECAUSE…Google sucks!

And now: Let’s havesome fun, shall we?

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

#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

#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

#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

http://yoast.com/wordpress/seo/

#2: WordPress SEO by Yoast 1/7

Some more plug-in awesomeness!

#3: Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/

#4: Back WP up http://wordpress.org/extend/plugins/backwpup/

#5: WP Permalauts http://wordpress.org/extend/plugins/wp-permalauts/

#6: Redirection http://wordpress.org/extend/plugins/redirection/

#7: Eclipse Link Cloaker http://eclipsecloaker.com/ (57$ one-time fee)

#8: Custom Image SRC <link rel=”image_src” href=”preview-image-here.jpg” /> http://wordpress.org/extend/plugins/custom-image-src/

WordPress Security

#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

#10: WP AntiVirus http://wordpress.org/extend/plugins/antivirus/

#11: Secure WordPress http://wordpress.org/extend/plugins/secure-wordpress/

#12: WP Security Scan http://wordpress.org/extend/plugins/wp-security-scan/

Themes & Theme Frameworks

#13: Premium Themes 1/4 themeforest - http://themeforest.net/category/wordpress ~1.400 themes, starting at $ 30

#13: Premium Themes 2/4 WOO Themes - http://www.woothemes.com/ ~120 themes, 3 starting at $ 70

#13: Premium Themes 3/4 simple themes - http://www.simplethemes.com/ ~15 themes, starting at $ 49

#13: Premium Themes 4/4 elegantthemes - http://www.elegantthemes.com/ ~70 themes, starting at $ 39 per year

#14: Premium Theme Frameworks 1/2 Thesis Theme Framework - http://diythemes.com/ Unlimited developer license for $ 164

#14: Premium Theme Frameworks 2/2 STUDIOPRESS Genesis Framework - http://www.studiopress.com/ Unlimited developer license for $ 300 (~44 Themes)

Let’s talk content…

#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.

#16: Auto re-build content

#16: Auto re-build content http://redir.ec/warrick

Technical stuff to consider…

#17: Avoid footprints & patterns 1. Google AdSense & Analytics 2. Affiliate Codes / IDs 3. Content (# words, # pages, etc.) 4. Always the same theme / mark-up

#18: Don‘t over-do it! H1 vs. H2 „PageRank Sculpting“ “nofollow”-usage CSS positioning „Keyword density“ etc. 47

#19: Fails aka what NOT to do! 1/4 DO NOT inter-link all domains with all other domains from your network… 48

#19: Fails aka what NOT to do! 2/4 DO NOT put all your domains in one GWT account… 49

#19: Fails aka what NOT to do! 3/4 DO NOT sell links too obviously (footer, sidebar, etc.)… 50

#19: Fails aka what NOT to do! 4/4 DO NOT MAKE THEM LOOK (TOO) STUPID! 51

Expired Domains and what to know…

#20: Expired Domain Provider 1/4 www.expireds.net 53

#20: Expired Domain Provider 2/4 www.snapnames.com 54

#20: Expired Domain Provider 3/4 www.pool.com 55

#20: Expired Domain Provider 4/4 www.namejet.com 56

#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

#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

#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

WAY too much stress…… this is how I do my work:

#23: Consider long-time expireds http://80legs.com/ 61

#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

#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

OMCap 2011 - Online Marketing Konferenz Berlin And that’s it! …13.10.2011 Wait, still not enough? 64

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

WordPress & Expired Domains: How To Do It Right!

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