Introduc)on	
  to	
  SEO	
  and	
  	
  
SEO	
  for	
  WordPress	
  
Chris	
  Burgess,	
  Peter	
  Mead	
  and	
  Michael	
...
A	
  li7le	
  about	
  us…	
  
Chris	
  is	
  Chief	
  Informa9on	
  
Officer	
  for	
  a	
  non	
  profit	
  in	
  
Melbourn...
Agenda	
  
•  (Part	
  1)	
  Introduc)on	
  to	
  SEO	
  –	
  Chris	
  Burgess	
  
–  SEO	
  basics	
  and	
  why	
  SEO	
...
Part	
  1	
  -­‐	
  Introduc)on	
  to	
  SEO	
  
Image	
  source:	
  h[p://www.yourthoughtpartner.com/blog	
  
Is	
  this	
  how	
  you	
  feel	
  about	
  SEO?	
  
SEO	
  basics	
  and	
  why	
  SEO	
  is	
  important	
  
Everybody	
  wants	
  to	
  get	
  found	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
 ...
What	
  does	
  SEO	
  stand	
  for?	
  
Search	
  Engine	
  Op)miza)on	
  
Defini)on	
  of	
  SEO	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
“The	
  process	
...
Search	
  Engines	
  –	
  Librarians	
  of	
  the	
  Internet	
  
Think	
  of	
  search	
  engines	
  like	
  the	
  libra...
Search	
  engines	
  use	
  a	
  program	
  called	
  an	
  algorithm	
  (think	
  
of	
  it	
  like	
  a	
  secret	
  rec...
Algorithms	
  are	
  constantly	
  being	
  updated	
  which	
  means	
  that	
  
rankings	
  are	
  constantly	
  changin...
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐s...
Why	
  SEO	
  is	
  important	
  
Higher	
  SERP	
  
More	
  visitors	
  +	
  customers	
  
to	
  your	
  site	
  
Greater...
Geeng	
  Found	
  
Ge]ng	
  Found	
  
•  Just	
  being	
  online	
  doesn’t	
  guarantee	
  being	
  found	
  
•  Lots	
  of	
  people	
  hav...
Onsite	
  and	
  Offsite	
  	
  
Onsite	
  
•  Op9mise	
  your	
  pages	
  content	
  
•  Titles,	
  headings,	
  images,	
  text,	
  meta	
  descrip9ons	
...
Offsite	
  
•  Should	
  be	
  done	
  aier	
  on	
  site	
  op9misa9on	
  
•  Links	
  (context,	
  anchor	
  text)	
  
– ...
Example	
  of	
  bad	
  links	
  
How	
  can	
  you	
  get	
  links?	
  
•  Link	
  building/earning	
  –	
  create	
  high	
  quality	
  and	
  unique	
  c...
Keyword	
  Research	
  
What	
  do	
  you	
  want	
  to	
  be	
  found	
  for?	
  
Keyword	
  Research	
  
•  Knowing	
  your	
  audience	
  
•  What	
  they	
  search	
  for	
  
•  What	
  keywords	
  to	...
Keyword	
  Research	
  
•  Many	
  tools	
  and	
  methods	
  available	
  
•  Looking	
  for	
  keywords	
  with:	
  	
  ...
Google	
  Keyword	
  Planner	
  (formerly	
  AdWords	
  Keyword	
  Tool)	
  
h[p://adwords.google.com/keywordplanner	
  	
...
Recap	
  
•  SEO	
  basics	
  and	
  why	
  SEO	
  is	
  important	
  
•  Areas	
  to	
  focus	
  on	
  to	
  help	
  you	...
Part	
  2	
  -­‐	
  SEO	
  and	
  WordPress	
  
SEO	
  and	
  WordPress	
  	
  
is	
  a	
  match	
  	
  
made	
  in	
  heaven	
  
What	
  works	
  for	
  me…	
  
•  Quality	
  -­‐	
  PLAF	
  
– People	
  
– Link	
  
– Ar9cles	
  
– Found	
  
•  Cri9cal...
WordPress’	
  SEO	
  capabili)es	
  out	
  of	
  
the	
  box	
  
WordPress’	
  SEO	
  capabili)es	
  out	
  of	
  the	
  box	
  
•  Strong	
  community	
  
•  Well	
  supported	
  
•  It’...
Recommended	
  Plugins	
  
Yoast	
  	
  
h[p://yoast.com/wordpress/seo/	
  
h[p://yoast.com/wordpress-­‐seo-­‐premium-­‐release/	
  
Yoast:	
  Overview	
  of	
  features	
  
•  Developed	
  by	
  pro’s	
  (Joost)	
  for	
  pro’s	
  and	
  beginners	
  ali...
Yoast:	
  Titles	
  and	
  meta	
  tags	
  
•  Set	
  templates	
  for	
  9tles	
  and	
  meta	
  descrip9ons	
  for	
  al...
Yoast:	
  this	
  is	
  what	
  it	
  looks	
  like…	
  
Yoast:	
  Page	
  Analysis	
  
Yoast:	
  Advanced	
  
Aiming	
  for	
  green!	
  
Other	
  WordPress	
  Plugins	
  
All	
  In	
  One	
  SEO	
  Pack	
  
•  Free	
  version	
  and	
  also	
  pro	
  version	
  for	
  $39USD	
  +	
  $49	
  ev...
Broken	
  Link	
  Checker	
  
•  Checks	
  your	
  blog	
  for	
  broken	
  links	
  and	
  missing	
  images	
  and	
  
n...
Google	
  XML	
  Sitemaps	
  
•  This	
  plugin	
  will	
  generate	
  a	
  special	
  XML	
  sitemap	
  which	
  will	
  ...
Google	
  XML	
  Sitemap	
  for	
  Images	
  
•  This	
  plugin	
  will	
  generate	
  a	
  XML	
  Image	
  Sitemap	
  for...
Head	
  Cleanup	
  
•  Remove	
  extraneous	
  head	
  tags	
  from	
  WordPress	
  
•  Free	
  plugin	
  
h[p://wordpress...
NGFB	
  Open	
  Graph+	
  Pro	
  
•  Adds	
  HTML	
  header	
  tags	
  for	
  be[er	
  Google	
  Search	
  results	
  and	...
WP	
  Minify	
  
•  This	
  plugin	
  uses	
  the	
  Minify	
  engine	
  to	
  combine	
  and	
  compress	
  JS	
  
and	
 ...
Themes	
  and	
  Frameworks	
  
Themes	
  and	
  Theme	
  Frameworks	
  
•  Pagelines	
  
h[p://www.pagelines.com/	
  
	
  
	
  
	
  
•  WooThemes	
  
h[p...
Recap	
  
•  SEO	
  and	
  WordPress	
  –	
  match	
  made	
  in	
  heaven	
  
•  WordPress’	
  SEO	
  capabili9es	
  out	...
Part	
  3	
  –	
  SEO	
  Tools,	
  )ps	
  and	
  
recommenda)ons	
  	
  
Common	
  issues	
  and	
  fixes	
  
Headings	
  
<h1>’s	
  and	
  <h2>’s	
  not	
  used	
  as	
  well	
  as	
  they	
  could	
  
Robots.txt	
  
•  Robots.txt	
  is	
  used	
  by	
  Google	
  and	
  other	
  search	
  engines	
  to	
  know	
  
which	
 ...
Excluding	
  content	
  
•  Exclude	
  category,	
  tag,	
  archive,	
  author	
  tags	
  to	
  suit	
  
•  You	
  can	
  ...
Canonicalisa)on	
  
•  Google	
  introduced	
  canonical	
  link	
  to	
  dis9nguish	
  the	
  “original”	
  
page	
  from...
XML	
  Sitemaps	
  
•  XML	
  sitemaps	
  are	
  used	
  by	
  GWT	
  (Google	
  Webmaster	
  tools)	
  
•  Plugins	
  (su...
.htaccess	
  Configura)on	
  
1.  Set	
  character	
  formaeng	
  
2.  Enabling	
  compression	
  of	
  txt	
  based	
  
as...
Tools	
  
Screaming	
  Frog	
  
h[p://www.screamingfrog.co.uk/seo-­‐spider/licence/	
  "
ScrapeBox	
  
h[p://www.scrapebox.com/	
  	
  "
Open	
  Site	
  Explorer	
  	
  
h[p://www.opensiteexplorer.org/	
  "
Majes)c	
  SEO	
  
h[p://www.majes9cseo.com/	
  "
Pagespeed	
  
h[ps://developers.google.com/speed/pagespeed/	
  	
  "
Yslow	
  
h[p://developer.yahoo.com/yslow/	
  	
  	
  
SEO	
  x-­‐ray	
  	
  
h[p://tools.seobook.com/firefox/seo-­‐for-­‐firefox.html	
  	
  
Rich	
  snippet	
  tes)ng	
  tool	
  	
  
h[p://www.google.com/webmasters/tools/richsnippets	
  	
  	
  
PageRank	
  Recovery	
  tool	
  	
  
h[p://www.virante.org/seo-­‐tools/pagerank-­‐recovery-­‐tool	
  	
  
Duplicate	
  Content	
  Tool	
  	
  
h[p://www.virante.org/seo-­‐tools/duplicate-­‐content	
  	
  	
  
Header	
  check	
  tool	
  
h[p://www.webconfs.com/h[p-­‐header-­‐check.php	
  	
  
Examples	
  of	
  some	
  Do’s	
  and	
  Don’ts	
  
Do’s	
  and	
  Dont’s	
  
ü Do	
  focus	
  on	
  quality	
  
ü Do	
  focus	
  on	
  building	
  your	
  
authority	
  
ü...
Checking	
  your	
  progress	
  
•  Google	
  Analy9cs	
  (key	
  metrics	
  Visits,	
  PageViews,	
  Return	
  vs	
  New,...
Where	
  to	
  from	
  here?	
  
Where	
  to	
  from	
  here?	
  
•  Check	
  out	
  some	
  of	
  these	
  resources	
  for	
  more	
  informa9on	
  
•  G...
Recap	
  
•  Common	
  issues	
  and	
  fixes	
  
•  Tools	
  
•  Examples	
  of	
  some	
  do’s	
  and	
  don’ts	
  
•  Wh...
Part	
  4	
  -­‐	
  SEO	
  Q&A	
  Panel	
  and	
  
Ques)ons	
  
Peter	
  Mead	
  
PeterMeadIT.com	
  
Chris	
  Burgess	
  ...
Introduction to SEO and SEO for WordPress
Introduction to SEO and SEO for WordPress
Introduction to SEO and SEO for WordPress
Upcoming SlideShare
Loading in...5
×

Introduction to SEO and SEO for WordPress

200

Published on

Introducton to SEO and SEO for WordPress, By Chris Burgess, Peter Mead and Michael Jones.

Published in: Marketing, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
200
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Introduction to SEO and SEO for WordPress

  1. 1. Introduc)on  to  SEO  and     SEO  for  WordPress   Chris  Burgess,  Peter  Mead  and  Michael  Jones  
  2. 2. A  li7le  about  us…   Chris  is  Chief  Informa9on   Officer  for  a  non  profit  in   Melbourne  and  is  ac9vely   involved  in  tech  user  groups   including  co-­‐managing  the   Melbourne  SEO  Meetup  with   Michael  Jones.  In  his  spare   9me  he  also  enjoys  working   on  a  variety  of  web  projects   and  manages  a  few  of  his  own   websites.   Peter  Mead  is  a  WordPress  and   SEO  consultant,  with  a  focus  on   strategy.  Working  with  small   business  clients  to  deliver   personalized  WordPress  websites   and  specialized  SEO  services,  he   feels  quality  is  a  determining   factor  for  las9ng  success  on  the   web.  He  has  also  established  a   regular  WordPress  meetup  in   Bendigo.   Michael  works  at  Razorfish  as  SEO   Manager,  Suncorp  Insurance  Head   of  Onsite  /  Technical  SEO.  Michael   has  12  years  of  search  engine   marke9ng  experience,  worked   with  many  large  organisa9ons  in   Australia  (both  in-­‐house  and   agency  side),  in  a  broad  range  of   industries  including:  shopping,   classifieds  and  service  websites.   Michael  specialises  in  SEO  but  also   has  experience  in  SEM,  Analy9cs,   Social,  Local,  Reputa9on   management  and  Email  Marke9ng.   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au  
  3. 3. Agenda   •  (Part  1)  Introduc)on  to  SEO  –  Chris  Burgess   –  SEO  basics  and  why  SEO  is  important   –  Areas  to  focus  on  to  help  you  get  found  in  the  major  search  engines   –  Onsite  and  offsite  SEO   –  The  importance  of  keyword  research     •  (Part  2)  SEO  and  WordPress  –  Peter  Mead   –  SEO  and  WordPress   –  WordPress’  SEO  capabili9es  out  of  the  box   –  Recommended  plugins   –  Themes  and  frameworks   •  (Part  3)  SEO  Tools  –  Michael  Jones   –  Common  issues  and  fixes   –  Tools  and  services   –  Examples  of  some  do's  and  don'ts   –  Where  to  from  here?     •  (Part  4)  SEO  Q&A  Panel  and  Ques)ons  
  4. 4. Part  1  -­‐  Introduc)on  to  SEO  
  5. 5. Image  source:  h[p://www.yourthoughtpartner.com/blog   Is  this  how  you  feel  about  SEO?  
  6. 6. SEO  basics  and  why  SEO  is  important  
  7. 7. Everybody  wants  to  get  found   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   …but  not  everyone  can  get  to  #1  spot  on  search  engines     That’s  why  you  need  SEO.       At  least  not  at  the  top!  J  
  8. 8. What  does  SEO  stand  for?   Search  Engine  Op)miza)on  
  9. 9. Defini)on  of  SEO   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   “The  process  of  increasing  the  number  of  visitors  to  a   website  by  achieving  high  rank  in  the  search  results  of  a   search  engine.  The  higher  a  website  ranks  in  the  results   of  a  search,  the  greater  the  chance  that  users  will  visit   the  site.  It  is  common  prac9ce  for  Internet  users  to  not   click  past  the  first  few  pages  of  search  results,  therefore   high  rank  in  SERPs  is  essen)al  for  obtaining  traffic  for  a   site.  SEO  helps  to  ensure  that  a  site  is  accessible  to  a   search  engine  and  improves  the  chances  that  the  site   will  be  indexed  and  favorably  ranked  by  the  search   engine.”  -­‐  Moz  
  10. 10. Search  Engines  –  Librarians  of  the  Internet   Think  of  search  engines  like  the  librarians  of  the   Internet.       Their  systems  collect  informa)on  about  every  page  on   the  web  so  they  can  help  users  find  exactly  what  they’re   looking  for.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo  
  11. 11. Search  engines  use  a  program  called  an  algorithm  (think   of  it  like  a  secret  recipe)  to  determine  what  pages  to   suggest  for  a  search  query  by  a  user.     Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/   How  do  they  do  it?  
  12. 12. Algorithms  are  constantly  being  updated  which  means  that   rankings  are  constantly  changing.     These  algorithm  changes  have  code  names.  You  may  have  heard   some  of  the  more  popular  ones  Penguin,  Panda  and  Hummingbird.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/  and  h[p://www.markcijo.com/   Upda)ng  the  algorithm  
  13. 13. Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Why  should  I  care?   If  you  own  a  website,  understanding  the  key  ingredients  search   engines  are  looking  for  in  their  secret  recipe  (ranking  factors)  and   making  it  easy  for  search  engines  to  find  them  on  your  site  helps   to  improve  your  chances  of  being  displayed  higher  up  in  the   search  engine  results  page  (SERP).       This  process  is  known  as  search  engine  op9misa9on  (SEO).  
  14. 14. Why  SEO  is  important   Higher  SERP   More  visitors  +  customers   to  your  site   Greater  exposure  and   opportunity  for  conversions   (leads,  sales,  revenue  etc.)   $$$  
  15. 15. Geeng  Found  
  16. 16. Ge]ng  Found   •  Just  being  online  doesn’t  guarantee  being  found   •  Lots  of  people  have  great  websites,  causes,  products  and   services,  but  they  don’t  get  much  traffic   •  You  might  be  in  a  compe99ve  industry  
  17. 17. Onsite  and  Offsite    
  18. 18. Onsite   •  Op9mise  your  pages  content   •  Titles,  headings,  images,  text,  meta  descrip9ons   •  Keywords  and  content  strategy   •  XML  sitemaps   •  Canonical  link  to  determine  the  “original”  page  (we’ll  cover  this   bit  later)   •  Robots.txt  (we’ll  cover  this  bit  later)   •  Configura9on  
  19. 19. Offsite   •  Should  be  done  aier  on  site  op9misa9on   •  Links  (context,  anchor  text)   –  Inbound  links  =  The  Holy  Grail   •  Quality  of  links   •  Bad  links  can  hurt  your  site   •  Social  media,  web  2.0  proper9es  etc.   •  Bookmarking,  StumbleUpon,  Digg,  Squidoo  etc.   •  Examples  of  good  links:  mainstream  news  site  or  blog,  natural   •  Example  of  bad  links:  spammy,  unnatural  
  20. 20. Example  of  bad  links  
  21. 21. How  can  you  get  links?   •  Link  building/earning  –  create  high  quality  and  unique  content   –  Blogs   –  Social  media   –  Podcasts   –  Video   –  eBooks   –  eNewsle[ers   –  Infographics   –  Whitepapers   •  The  buzzword  is  “inbound  marke9ng”  
  22. 22. Keyword  Research  
  23. 23. What  do  you  want  to  be  found  for?  
  24. 24. Keyword  Research   •  Knowing  your  audience   •  What  they  search  for   •  What  keywords  to  focus  on   •  Compe9tor  analysis   •  Look  for  words  that  have  high  search  volume  and  low   compe99on,  they  will  be  easier  to  rank  for   Good  “Moving  house  on  a  budget”   Bad  “Broke  and  need  to  get  out?”     Good  “Bookkeeping  9ps  for  small  business”   Bad  “Ge>ng  your  books  in  order”    
  25. 25. Keyword  Research   •  Many  tools  and  methods  available   •  Looking  for  keywords  with:     –  high  traffic  value   –  low  compe99on   –  make  great  9tles   –  make  great  content     •  Check  out  h[p://tools.seobook.com/keyword-­‐tools/seobook/  
  26. 26. Google  Keyword  Planner  (formerly  AdWords  Keyword  Tool)   h[p://adwords.google.com/keywordplanner    
  27. 27. Recap   •  SEO  basics  and  why  SEO  is  important   •  Areas  to  focus  on  to  help  you  get  found  in  the  major  search   engines   •  Onsite  and  offsite  SEO   •  The  importance  of  keyword  research  
  28. 28. Part  2  -­‐  SEO  and  WordPress  
  29. 29. SEO  and  WordPress     is  a  match     made  in  heaven  
  30. 30. What  works  for  me…   •  Quality  -­‐  PLAF   – People   – Link   – Ar9cles   – Found   •  Cri9cal  factors  -­‐  SAT   – Site  speed     – Ar9cles  /  Content   – Time  on  site  /  Bounce  rate   •  WordPress  helps  make  these  processes  easy  for  users  
  31. 31. WordPress’  SEO  capabili)es  out  of   the  box  
  32. 32. WordPress’  SEO  capabili)es  out  of  the  box   •  Strong  community   •  Well  supported   •  It’s  a  clean,  easy  to  use  CMS   •  Titles,  Headings  and  Content   •  Professional  publishing  plarorm  (built  with  SEO  in  mind)     •  Search  friendly  URLs  (permalinks)   •  Google  can  index  default  WordPress  quite  easily   •  Ability  to  easily  extend  (via  Plugins)  
  33. 33. Recommended  Plugins  
  34. 34. Yoast     h[p://yoast.com/wordpress/seo/   h[p://yoast.com/wordpress-­‐seo-­‐premium-­‐release/  
  35. 35. Yoast:  Overview  of  features   •  Developed  by  pro’s  (Joost)  for  pro’s  and  beginners  alike   •  Very  easy  to  use   Features:   •  Op)mize  your  WordPress  site  with  just  one  plugin   •  The  most  complete  SEO  plugin  for  WordPress  available   •  Content  analysis  func)onality  -­‐  write  be[er  content  with  the   built-­‐in  content  analysis  and  easily  op9mize  your  sites  9tles  and   descrip9ons  with  the  snippet  preview   •  Automa)cally  generate  XML  Sitemaps   •  And  many  more  technical  improvements  to  your  site  that  you   don’t  even  have  to  look  at.   Source:  h[p://yoast.com/wordpress/seo/  
  36. 36. Yoast:  Titles  and  meta  tags   •  Set  templates  for  9tles  and  meta  descrip9ons  for  all  types  of   pages  globally   •  The  WordPress  SEO  meta  box  to  op9mize  your  post  9tle  and   meta  descrip9on   •  The  snippet  preview  shows  what  it  would  look  like  in  Google,   this  helps  us  crai  for  higher  click-­‐through’s   Source:  h[p://yoast.com/wordpress/seo/  
  37. 37. Yoast:  this  is  what  it  looks  like…  
  38. 38. Yoast:  Page  Analysis  
  39. 39. Yoast:  Advanced  
  40. 40. Aiming  for  green!  
  41. 41. Other  WordPress  Plugins  
  42. 42. All  In  One  SEO  Pack   •  Free  version  and  also  pro  version  for  $39USD  +  $49  every  12   months   h[p://semperplugins.com  
  43. 43. Broken  Link  Checker   •  Checks  your  blog  for  broken  links  and  missing  images  and   no9fies  you  on  the  dashboard  if  any  are  found.   •  Free  plugin   h[p://w-­‐shadow.com/blog/2007/08/05/broken-­‐link-­‐checker-­‐for-­‐wordpress/    
  44. 44. Google  XML  Sitemaps   •  This  plugin  will  generate  a  special  XML  sitemap  which  will  help   search  engines  like  Google,  Yahoo,  Bing  and  Ask.com  to  be[er   index  your  blog.   h[p://www.arnebrachhold.de/projects/wordpress-­‐plugins/google-­‐xml-­‐sitemaps-­‐generator/    
  45. 45. Google  XML  Sitemap  for  Images   •  This  plugin  will  generate  a  XML  Image  Sitemap  for  your   WordPress  blog.  Open  the  seengs  page  to  create  your  image   sitemap.   •  Free  plugin   h[p://wordpress.org/plugins/google-­‐image-­‐sitemap/    
  46. 46. Head  Cleanup   •  Remove  extraneous  head  tags  from  WordPress   •  Free  plugin   h[p://wordpress.org/plugins/header-­‐cleanup/    
  47. 47. NGFB  Open  Graph+  Pro   •  Adds  HTML  header  tags  for  be[er  Google  Search  results  and   Social  Sharing  posts.  An  essen9al  plugin  for  every  WordPress   website!   •  Free  plugin  and  pro  version  for  $29USD   h[p://surniaulula.com/extend/plugins/nextgen-­‐facebook/    
  48. 48. WP  Minify   •  This  plugin  uses  the  Minify  engine  to  combine  and  compress  JS   and  CSS  files  to  improve  page  load  9me.   •  Free  plugin   h[p://wordpress.org/plugins/wp-­‐minify/    
  49. 49. Themes  and  Frameworks  
  50. 50. Themes  and  Theme  Frameworks   •  Pagelines   h[p://www.pagelines.com/         •  WooThemes   h[p://www.woothemes.com/     •  Genesis   h[p://my.studiopress.com/themes/genesis/     •  Thesis   h[p://diythemes.com/  
  51. 51. Recap   •  SEO  and  WordPress  –  match  made  in  heaven   •  WordPress’  SEO  capabili9es  out  of  the  box   •  Recommended  plugins   •  Themes  and  frameworks  
  52. 52. Part  3  –  SEO  Tools,  )ps  and   recommenda)ons    
  53. 53. Common  issues  and  fixes  
  54. 54. Headings   <h1>’s  and  <h2>’s  not  used  as  well  as  they  could  
  55. 55. Robots.txt   •  Robots.txt  is  used  by  Google  and  other  search  engines  to  know   which  pages  the  spiders  should  index.     •  Can  edit  robots.txt  manually  or  with  a  plugin.     •  Can  control  each  page  or  post  if  desired.   •  Indexing  your  search  pages  Disallow:  /*?s=  
  56. 56. Excluding  content   •  Exclude  category,  tag,  archive,  author  tags  to  suit   •  You  can  do  this  manually  or  through  an  SEO  plugin  
  57. 57. Canonicalisa)on   •  Google  introduced  canonical  link  to  dis9nguish  the  “original”   page  from  deriva9ve  pages  in  your  site,  to  avoid  "duplicate   content!"   •  Set  in  the  seengs  of  your  WordPress  site   •  Set  it  on  a  page  level  for  each  page  if  needed  
  58. 58. XML  Sitemaps   •  XML  sitemaps  are  used  by  GWT  (Google  Webmaster  tools)   •  Plugins  (such  as  WordPress  SEO  etc.)  let  you  create  and  control   details  of  said  XML  sitemaps.     •  Tells  Google  what  is  important.  
  59. 59. .htaccess  Configura)on   1.  Set  character  formaeng   2.  Enabling  compression  of  txt  based   assets  using  DELFATE   3.  Enable  caching  of  image  based   assets   4.  Enable  caching  of  txt  based  assets   5.  Enabling  last  modified  headers   6.  Fixing  Etag  issues     Most  of  this  on  the  right  can  be  copied   straight  into  the  htaccess     ===============================     AddDefaultCharset  UTF-­‐8     <ifModule  mod_deflate.c>   <filesMatch  ".(css|js|txt|x?html?|php)$”>   SetOutputFilter  DEFLATE   </filesMatch>   </ifModule>     <FilesMatch  ".(gif|png|jpg|jpeg|js|swf|bmp|ico)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  years”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <FilesMatch  ".(js|css)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  months”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <IfModule  mod_headers.c>   <FilesMatch  ".(js|css|xml|gz|gif|png|jpg|jpeg|swf|bmp|ico)$”>   Header  append  Vary  Accept-­‐Encoding   Header  set  Last-­‐Modified  "Thu,  27  Jun  2011  12:00:00  GMT”   </FilesMatch>   </IfModule>     <ifModule  mod_headers.c>   Header  unset  ETag   </ifModule>   FileETag  None     ===============================  
  60. 60. Tools  
  61. 61. Screaming  Frog   h[p://www.screamingfrog.co.uk/seo-­‐spider/licence/  "
  62. 62. ScrapeBox   h[p://www.scrapebox.com/    "
  63. 63. Open  Site  Explorer     h[p://www.opensiteexplorer.org/  "
  64. 64. Majes)c  SEO   h[p://www.majes9cseo.com/  "
  65. 65. Pagespeed   h[ps://developers.google.com/speed/pagespeed/    "
  66. 66. Yslow   h[p://developer.yahoo.com/yslow/      
  67. 67. SEO  x-­‐ray     h[p://tools.seobook.com/firefox/seo-­‐for-­‐firefox.html    
  68. 68. Rich  snippet  tes)ng  tool     h[p://www.google.com/webmasters/tools/richsnippets      
  69. 69. PageRank  Recovery  tool     h[p://www.virante.org/seo-­‐tools/pagerank-­‐recovery-­‐tool    
  70. 70. Duplicate  Content  Tool     h[p://www.virante.org/seo-­‐tools/duplicate-­‐content      
  71. 71. Header  check  tool   h[p://www.webconfs.com/h[p-­‐header-­‐check.php    
  72. 72. Examples  of  some  Do’s  and  Don’ts  
  73. 73. Do’s  and  Dont’s   ü Do  focus  on  quality   ü Do  focus  on  building  your   authority   ü Provide  content  people   actually  want   ü Be  careful  of  bad  SEO   (due  diligence)   ✕ Don’t  look  for  tricks   ✕ Don’t  look  for  shortcuts   ✕ Don’t  rely  on  old  informa9on   (search  changes  fast)   ✕ If  something  feels  spammy,  it   probably  is  –  don’t  use  it  
  74. 74. Checking  your  progress   •  Google  Analy9cs  (key  metrics  Visits,  PageViews,  Return  vs  New,  Time  on   site,  Bounce,  Entry  and  Exit  pages)   •  Seeng  up  goals  in  Analy9cs  (opt-­‐in,  form,  purchase  etc.)   h[p://www.google.com/analy9cs/     •  Google  Webmaster  Tools   h[ps://www.google.com/webmasters/tools/home?hl=en     •  Advanced  Web  Ranking   h[p://www.advancedwebranking.com/     •  Raven  Tools     h[p://raventools.com/     •  Moz   h[p://moz.com/    
  75. 75. Where  to  from  here?  
  76. 76. Where  to  from  here?   •  Check  out  some  of  these  resources  for  more  informa9on   •  Google’s  official  Webmaster  Guides   •  h[p://moz.com/beginners-­‐guide-­‐to-­‐seo   •  h[p://searchengineland.com/guide/what-­‐is-­‐seo   •  Come  along  to  Melbourne  SEO  Meetups   h[p://www.meetup.com/Melbourne-­‐SEO/   •  Thanks  to  David  Iwanow  for  some  of  the  images  and  9ps  J  
  77. 77. Recap   •  Common  issues  and  fixes   •  Tools   •  Examples  of  some  do’s  and  don’ts   •  Where  to  go  for  more  info  
  78. 78. Part  4  -­‐  SEO  Q&A  Panel  and   Ques)ons   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au   Thanks  and  stay  in  touch!  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×