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)

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

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