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

1. 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.

2. 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

3. You Can Do This

4. 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?

5. What Does a Well-Optimized Site Look Like?

6. Many visits via many keywords

7. Visitors “convert”

9. keyword

10. landing page (top ranking page)

12. 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

13. How Do We Get There?

14. Who submits the form? Bounce rate less than 100% View more than one page Spend more time on site than average

15. What can we learn from Google Analytics?

16. 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

17. Some days there are no visits from organic keywords 18 out of top 25keywords branded

18. Visitors we love: Submit the form. Branded (name) searches. Search using “good fit” keywords.

19. 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.

20. 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.)

21. Google “Suggest”

23. Google Keyword Tool Login to your Google account and click here for a link to the tool

24. Google Keyword Tool

25. Use Google Analytics to identify “good fit” keywords that are not company-name or owner-name keywords

26. Look at competitors’ sites in top search results. What keywords appear in their search result listings? What keywords appear on their web pages?

27. Keyword Variety seo presentation seo seminar seo workshop seo class

28. 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

29. I use keywords like “search engine optimization seminar” on the mcbuzz.com home page.

30. 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.)

31. 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.

32. 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.)

33. Where to Put Keywords HTML Title

34. Where to Put Keywords HTML Title

35. Where to Put Keywords HTML Title

36. Where to Put Keywords Meta description

37. Where to Put Keywords HTML Title title and description on other pages & posts(Using the All in One SEO Pack plugin)

38. Where to Put Keywords URLs & permalinks These can be customized

39. http://mcbuzz.info/?page_id=32 http://mcbuzz.info/web-development/

40. Permalinks (under Settings)

41. Use: Custom Structure

42. Where to Put Keywords Visible Page Title (Heading)

43. Visible Page Title (Heading)

44. Use Keywords! Subheadings

45. Use keywords in subheadings Subheadings

46. 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

48. Add images. Put keywords in image descriptions.

49. Use captions (text)

50. Use bullet points

51. Use numbered lists

52. Italicize keywordsSome pages that rank well for a particular keyword use that keyword 10-15 times. They are not penalized for doing so.

53. Links, Links, Links Golden Rule Use a blog Use social media Use http://siteexplorer.search.yahoo.com Use keywords in link text

55. Webmaster Tools

56. Form Submits

58. Adding a Goal in Google Analytics

59. Adding a Goal in Google Analytics

60. Adding a Goal in Google Analytics

61. 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