OINK-PUG presentation on wordpress and SEO


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Delivered this presentation on January 20th, 2010 at Ohio Indiana Northern Kentucky PHP User's Group Meeting (OINK-PUG)

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OINK-PUG presentation on wordpress and SEO

  1. 1. Configuring Wordpress for SEO<br />Alex Iastrebenetsky<br />OINK-PUG<br />January 2010<br />
  2. 2. SEO 101<br />Search engine optimization cannot be looked at as a separate activity. <br />Start with SEO in mind and make sure that your application developers work together with the marketing team to build a website fully aware that certain features or technologies may interfere with a search engine marketing campaign. <br />A sound search engine optimization SEO strategy takes planning and attention to detail.  <br />
  3. 3. 1.Use Ping Services<br />Inform tracking services that you have updated your content <br />Settings&gt;Writing<br />Settings&gt;Privacy<br />Settings&gt;Writing<br />
  4. 4. Use Ping Services<br />Copied from http://codex.wordpress.org/Update_Services<br />
  5. 5. Timestamping<br />When writing a post, click the plus sign next to “Post Timestamp.” Set a date and time, and the post will publish by itself whenever you specify.<br />NOTE: <br /> If you’ve timestamped a post, don’t click the Publish button, since that’ll publish your post immediately regardless of your timestamp. Instead, select “Published” under “Post Status” and click the Save button.<br />
  6. 6. 2.Links and Permalinks<br />Enable permalinks in Settings&gt;Permalinks<br />MUST include post title (%postname%) in the link <br />Include keywords in your URL <br />Dates in permalinks are useless for SEO<br />/%year%/%month%/%postname% - useless<br />Common structure is <br />%postname%.html or<br />/%category%/%postname%<br />
  7. 7. Post slugs<br /> Even if you are using %postname% permalink, you can still overwrite each post’s slug<br />Don’t let WP decide<br />Consider keywords<br />Anticipate Google searches<br />Shorten length<br />Don’t change them once published<br />
  8. 8. Image names and attributes<br />Images in your posts need to be embeded with keyword-rich “alt” and “title” attributes<br />Use meaningful filenames.<br />Properly described images will also give your blog visibility in image search engines.<br />Plugin: SEO Friendly Images (automatically updates images with proper Alt and Title)<br />
  9. 9. Image names and attributes<br />
  10. 10. Links<br />Use keyword rich anchor text<br />No ‘click to read’<br />
  11. 11. 3.Sitemap<br />Two types of sitemaps <br />traditional (created as any other HTML web page)<br />search engine sitemaps(formatted specifically according to a search engine’s specifications) <br />A number of plugins will auto-generate search engine sitemap. (Google (XML) Sitemaps Generator for WordPress)<br />Submit your sitemap using Google Webmaster Toolkit<br />
  12. 12. Sitemap<br />
  13. 13. Sitemap<br />This is more usability than SEO but…<br />Customize 404 (page not found) pages to display a combination of<br />Search results for the wrong URL<br />HTML sitemap<br />
  14. 14. 4.Duplicate Content<br />Two or more web pages that have the same, or almost the same content<br />Pages can be located on the same site via different URL<br />
  15. 15. Duplicate Content<br />Google penalizes duplicate content<br />Sources<br />category and calendar archives produce no unique content, just a collection of previous posts<br />Home page, if it prints the whole posts or large excerpt<br />Feeds<br />Trackback URLs<br />Non-canonical URLs(site.com vs. www.site.com)<br />
  16. 16. Duplicate Content<br />Check your categories and archive pages to see whether full posts are being displayed there or not<br />Your goal is to make sure that your posts or articles can be accessed in full from only one location inside your site<br />
  17. 17. Duplicate content - solutions<br />Tell robots which pages to index<br />&lt;meta name=&quot;robots&quot; content=&quot;index,follow“/&gt;<br />Index/noindex – robots should include this page<br />Follow – follow links from this page to other pages<br />
  18. 18. Duplicate content - solutions<br />Fix canonical URLs using .htaccess file<br />RewriteEngine OnRewriteCond %{HTTP_HOST} !^www.yoursite.com$ [NC]RewriteRule ^(.*)$ http://www.yoursite.com/$1 [R,L]RewriteBase /RewriteCond %{REQUEST_FILENAME} !-fRewriteCond %{REQUEST_FILENAME} !-dRewriteRule . /index.php [L]<br />
  19. 19. Duplicate content - solutions<br />Prevent spiders from crawling auxiliary pages (robots.txt)<br /> User-agent: *Disallow: /wp-Disallow: /searchDisallow: /feedDisallow: /comments/feedDisallow: /feed/$Disallow: /*/feed/$Disallow: /*/feed/rss/$Disallow: /*/trackback/$Disallow: /*/*/feed/$Disallow: /*/*/feed/rss/$Disallow: /*/*/trackback/$Disallow: /*/*/*/feed/$Disallow: /*/*/*/feed/rss/$Disallow: /*/*/*/trackback/$<br />
  20. 20. 5.Themes<br />Free/sponsored themes often include links (usually in the footer) than can suck PageRank and possibly result in a Google paid link penalty<br />Stick with WordPress themes that don’t include attribution links or build your own<br />
  21. 21. 6.Header Tags<br />H1 - The blog title, or your main keyword <br />H2 – subtitle or post titles.<br />H3 - Sidebar section titles<br />Note:<br />Many themes (including the WordPress Default Theme) put the sidebar section titles in &lt;h2&gt; tags. As a result you end up with irrelevant sidebar headers (”Categories,” “Archives,” “Meta,” etc.) that have equal weight with your SEO-important post titles.<br />
  22. 22. 7.Deep linking<br />Within your posts, link to other posts on your blog and use important keywords in the anchor text. <br />Install plugin like Similar Posts, which inserts a list of related posts to the bottom of each of your blog posts. <br />This process will create aged deep links and increase visitor retention. <br />Display your most popular posts in your sidebar (Popularity Contest plugin)<br />
  23. 23. Enhance pagination<br />Implement a plugin that fixes the default pagination links, that is, “&lt; prev” and “next &gt;” to link to the individual pages as well. <br />Wordpress SEO Pager plugin<br />
  24. 24. SEO Pager Plugin<br />
  25. 25. SEO Pager Plugin<br />
  26. 26. Categories<br />Ideally one category/multiple tags per post<br />Use keyword research tools<br />
  27. 27. 8.Install the All-in-One SEO Plugin<br />Like the name implies, this plugin covers a lot of the bases:<br />Puts the blog name after the post title, giving your keyword-rich titles more prominence.<br />Allows you to override title and meta tags on your homepage as well as your individual posts/pages.<br />Lets you add “noindex” to your category and/or tag pages to avoid duplicate content.<br />
  28. 28. All-in-One SEO Plugin<br />
  29. 29. 9.Valid xHTML<br />Most code errors are minor, but the more serious ones can cause content misinterpretation by search engines, lower rankings, and rendering errors. <br />Check your site for errors using free Markup Validation Service (http://validator.w3.org/)<br />
  30. 30. 10.Redirects<br />Use .htaccess for canonical URLs<br />Redirect when you change post URL. <br />Use HTTP 301 redirection<br />Redirection plugin (urbangiraffe.com/plugins/redirection)<br />
  31. 31. The obvious stuff<br />Create quality content<br />Build quality inbound links<br />Create link bait<br />Add social bookmarking functionality<br />
  32. 32. Put it in perspective<br />SEO is<br />25% on-site<br />75% off-site<br />Spend time accordingly<br />