Search Engine Optimization Success with WordPress
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Search Engine Optimization Success with WordPress

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The main presentation covers the following:...

The main presentation covers the following:

1. How to choose good keywords and improve the content you already have
2. Where to put keywords (and how to come up with great ideas for new content)
3. How to check Google Analytics, Webmaster Tools and Gravity Forms for feedback about keywords and traffic on your website
4. How to refine content on your website using the keywords that produce the best results

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  • How to optimize a WordPress site for search enginesHow to see if optimization is working (making you money)How to use that feedback to optimize further
  • People are looking for your products and services. People are at different stages in the buying cycle.Sometimes people are just looking for information.
  • Gravity Forms contact form submission with Yoast Gravity Forms referrer add-on information: source/medium, keyword, landing page (top ranking page), pages visited
  • Organic visits are “branded”: using the business name or owner’s name (for example plp: 18 out of top 25 keywords are branded)Keywords don’t show up in Google AnalyticsNo contact form submissionsFew leads coming inLow organic search trafficMost keywords are variations of the business name or owner’s nameFew keywords are about products/servicesVery few contact form submissions
  • Two days (red boxes) have no visits from organic search.Total organic visits for 1 month: 12718 out of top 25 organic keywords are “branded” – searches using the business name or owner’s name
  • Although 18 out of top 25 organic keywords are “branded”, of those that are not, we can see some that fit the profile of interested searchers and form submitters: visiting multiple pages, higher than average time on site, bounce rate less than 100%. We get clues as to what good organic keywords are for this site.
  • Link to the keyword tool is in the slidesGoogle SuggestThinkSunday Brunch, not À La Carte Menu – means give people lots of choices / many variations on top keywords.Suggest and the keyword tool give you ideas. You must go the extra step and write compelling copy that uses those variations. Ranking for just one or two keywords is not going to bring enough visitors to your site.
  • Although 18 out of top 25 organic keywords are “branded”, of those that are not, we can see some that fit the profile of interested searchers and form submitters: visiting multiple pages, higher than average time on site, bounce rate less than 100%. We get clues as to what good organic keywords are for this site.
  • seminar is searched more often
  • You may want to use “seminar” more often, but why not use “workshop”, “presentation” and “class” as well?

Search Engine Optimization Success with WordPress Search Engine Optimization Success with WordPress Presentation Transcript

  • Mark McLaren
    McBuzz Communications – a Seattle Search Engine Marketing Company
    SEO SUCCESS WITH WORDPRESS
    Links to resources covered in this presentation are included on the final slide. Contact me with questions.
  • My Goal: Show Three Things
    How to optimize a WordPress site for search
    How to see if optimization is working
    How to use feedback from Google Analytics and Webmaster Tools to optimize further
  • You Can Do This
  • Which keywords should I use?
    Common problem: You can use Google Analytics and Webmaster Tools to identify keywords that are bringing quality traffic to your website, but how do you identify good keywords if you don’t already have quality traffic coming to your site?
  • What Does a Well-Optimized Site Look Like?
  • Many visits via many keywords
  • Visitors “convert”
  • Sample email from Gravity Forms
    Click here to get the Yoast Gravity Forms Add-on Plugin
    • source/medium
    • keyword
    • landing page (top ranking page)
    • pages visited
  • Optimization Is Working
    700 + organic visits a month via a broad range of related keywords
    7% of these visitors submit the contact form
    Others contact the business by phone
    Site generates 50-100 new leads per month
    2-3 new customers per month
  • How Do We Get There?
  • Who submits the form?
    Bounce rate less than 100%
    View more than one page
    Spend more time on site than average
  • What can we learn from Google Analytics?
  • What Does a Not-So-Well-Optimized Site Look Like?
    Low organic search traffic
    Low number of organic keywords
    Most keywords are “branded”: variations of the business name or owner’s name
    Few keywords are about products/services
    Very few visitors convert
  • Some days there are no visits from organic keywords
    18 out of top 25keywords branded
  • Visitors we love:
    Submit the form.
    Branded (name) searches.
    Search using “good fit” keywords.
  • Top 1-6 keywords are all company-name or owner-name, but #7 is not. It’s a “good fit”: a keyword we should use to optimize the site.
  • Finding Good Keywords
    Choose words people actually use to search
    Google Suggest
    “Searches related to…”
    Keyword Tool
    Analytics to find “good fit” keywords
    Look at competitors in search results
    Think Sunday Brunch, not À La Carte Menu(Use a wide variety of related keywords – a “keyword theme” – rather than use one or two keywords repeatedly.)
  • Google “Suggest”
  • Google Keyword Tool
    Login to your Google account and click here for a link to the tool
  • Google Keyword Tool
  • Use Google Analytics to identify “good fit” keywords that are not company-name or owner-name keywords
  • Look at competitors’ sites in top search results. What keywords appear in their search result listings? What keywords appear on their web pages?
  • Keyword Variety
    seo presentation
    seo seminar
    seo workshop
    seo class
  • Keyword Search Volume (Google Keyword Tool)
    seo seminar 4400 searches/month
    seo seminars 3600 searches/month
    seo workshop 3600 searches/month
    seo workshops 2400 searches/month
  • I use keywords like “search engine optimization seminar” on the mcbuzz.com home page.
  • Oops! I forgot to optimize for “workshop” keywords. (In other words, I forgot to use the word “workshop” in my post and on the mcbuzz.com home page.)
  • I went back and added “workshop” to the HTML title of the post using All In One SEO plugin and to the visible title and body text using the WordPress editor.
  • Here’s the result.
    (I also added the words “SEO class” to the body of the post.)
    I used the Rank Checker add-on for Firefox to collect the ranking information. (Click here to get it.)
  • Where to Put Keywords
    HTML Title
  • Where to Put Keywords
    HTML Title
  • Where to Put Keywords
    HTML Title
  • Where to Put Keywords
    Meta description
  • Where to Put Keywords
    HTML Title
    title and description on other pages & posts(Using the All in One SEO Pack plugin)
  • Where to Put Keywords
    URLs & permalinks
    These can be customized
  • http://mcbuzz.info/?page_id=32
    http://mcbuzz.info/web-development/
  • Permalinks (under Settings)
  • Use: Custom Structure
  • Where to Put Keywords
    Visible Page Title (Heading)
  • Visible Page Title (Heading)
  • Use Keywords!
    Subheadings
  • Use keywords in subheadings
    Subheadings
  • Make content “sticky”, useful, a resource
    Hire (or partner with) a writer
    Add interviews, guest bloggers, Top 10 lists, summaries, reviews
    YouTube – add rich descriptions!
    SlideShare
    PDFs / White Papers
  • Put Keywords in Body Text
    • “keyword density”? Meh.
    • Add images. Put keywords in image descriptions.
    • Use captions (text)
    • Use bullet points
    • Use numbered lists
    • Italicize keywords
    Some pages that rank well for a particular keyword use that keyword 10-15 times. They are not penalized for doing so.
  • Links, Links, Links
    Golden Rule
    Use a blog
    Use social media
    Use http://siteexplorer.search.yahoo.com
    Use keywords in link text
  • Refine your content
    • Analytics
    • Webmaster Tools
    • Form Submits
    • Goals
  • Adding a Goal in Google Analytics
  • Adding a Goal in Google Analytics
  • Adding a Goal in Google Analytics
  • Adding a Goal in Google Analytics
  • Resources
    Google Keyword Tool (Login to your Google account when you use this.) All In One SEO Pack pluginGoogle Analytics plugin by YoastWebmaster ToolsGravity Forms for WordPressSEO Add-on for Gravity FormsRank Checker add-on for Firefox
    Mark McLaren & McBuzz Communications