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  • 1. CONTROL WHAT YOU CAN CONTROL IN WORDPRESS. ON PAGE SEO FTW! (FOR THE WIN) A Talk By: Saravanan “Sud” Shanmugabaskaran of Tuna Traffic @saravanan_sud 1
  • 2. WHO AM I? Saravanan “Sud” Shanmugabaskaran Director of Client Solutions at Tuna Traffic @saravanan_sud 2
  • 3. WHAT WILL WE COVER? • Natural Keyword Rich Content • Open Graph Tags • Title Text • SEO Friendly URLs • Why the Meta Description still matters • Meta Keywords are useless but can be useful • Semantic Markup & Heading Tags • Microdata, Microformats, RDFa & Rich Snippets • Google+ Authorship • Canonical URL • Anchor text & Title Text for Links • Alt Text, Title Text & File Naming  • How to use Nofollow and Noindex • XML Sitemaps • Why comments are gold • Social Authority 3
  • 4. Content was the PAST. Context is the PRESENT. 4
  • 5. Context 5
  • 6. Context Context 6
  • 7. Enhanced Google Search VS Normal Google Search 7
  • 8. TAKING CONTROL Quality Content + Optimized On Page SEO + Social Authority = Controlling What You Can Control 8
  • 9. NATURAL KEYWORD RICH CONTENT • There is a point in Google’s Bell Curve where your SEO will be hurt by over optimization. • Follow the guideline of using a variant of your keyword 1-3 times a paragraph. • Fresh Tuna • Gourmet Fresh Tuna • Fresh Tuna for Sale 9
  • 10. SEO FRIENDLY URLS • Set your permalinks to: /%category%/%postname% • Other variants will work depending on how much content you have or will have. • Strip the category base from category URLS using WordPress SEO. 10
  • 11. How to set your Permalinks to be SEO Friendly. 11
  • 12. SEMANTIC MARKUP & HEADING TAGS • Use your target keyword phrase in your <title> and <h1> but use variations. • WordPress SEO makes it easy to customize both separately. • <H1> is your page title and <title> is set under SEO Title in the WordPress SEO settings. • Use <hgroup> tag to create Semantic Headings when using multiple heading tags. • Use your Heading Tags to make your content easy to read for Search Engines and visitors. 12
  • 13. WHY THE META DESCRIPTION STILL MATTERS • The Meta Description does NOT impact your SERP (Search Engine Ranking Position). • The Meta Description DOES impact a user’s decision on what link a user decides to click on and used for other items such as Open Graph Tags. • Use %%excerpt%% to auto generate a meta description in the Titles & Metas settings in WordPress SEO. • Use this as a safe guard for when you forget to write one. 13
  • 14. How to have WordPress SEO auto generated Meta Descriptions. 14
  • 15. OPEN GRAPH PROTOCOL • Customizes what platforms such as: Facebook, Google Plus, LinkedIn, etc use to determine what to share with users on their network. 15
  • 16. OPEN GRAPH 16
  • 17. OPEN GRAPH 17
  • 18. How To Enable Open Graph in WordPress SEO 18
  • 19. META KEYWORDS ARE USELESS BUT CAN BE USEFUL • Google & Bing do NOT use them so neither should you...BUT... • If you know your competitors are watching your every move, you can use Meta Keywords to throw them off... • OR BETTER YET...Look at what keywords your competitors “think” they are optimizing for. 19
  • 20. MICRODATA, MICROFORMATS, RDFA & RICH SNIPPETS • This topic goes very deep because of competing technologies. • Microdata - HTML5 http://schema.org & Preferred Method • Microformat - Old format http://microformats.org • RDFa - (Resource Description Framework – in – attributes) W3C Recommendation 20
  • 21. Examples of Rich Snippets on Google 21
  • 22. HOW TO ADD MICRODATA IN WORDPRESS • Use the Schema Creator by Raven Plugin. • Add detailed data about events, places, movies, music, & more. 22
  • 23. Add Custom Microdata to your content using the Schema Creator by Raven Plugin. 23
  • 24. Google+ Authorship 24
  • 25. THE GOOGLE+ AUTHORSHIP SETUP • On Google+ add your site as a site you contribute to. • In WP, go to your WordPress profile and paste in your Google+ url. • In WordPress SEO settings Under Titles & Metas set the Google+ Author highlighting for your home page. 25
  • 26. CANONICAL URL • Tells Search Engines which URL is the absolute correct URL to use. • Prevents you from having duplicate content. • example: www.google.com, google.com or, google.com/?foo...Canonical lets you define which one is Google should consider the absolute url. • Canonical URLs are set by WP core for post/pages and WordPress SEO handles tags, categories, etc. WordPress SEO allows you to set a different Canonical URL for a specific post/page 26
  • 27. ANCHOR TEXT & TITLE TEXT FOR LINKS • Title text tells the search engine what the linked url is about. • Anchor text tells the search engine what the link is about. • Link Example: • <a href=”http://google.com” title=”World’s Best Search Engine”>the world’s best search engine</a> 27
  • 28. ALT TEXT, TITLE TEXT & FILE NAMING • Name your files with spaces (or %20) or dashes. • Underscores appear as onelongword to Search Engines. (NOTGOODBRO!) • Alt text describes an image. • You can use title text on an image. • IMG Example • <img src=”http://google.com/logo.jpg” title=”Google Logo” alt=”Google’s Red, & White, Blue Logo”> 28
  • 29. HOW TO USE NOFOLLOW AND NOINDEX • Nofollow prevents links from passing “link juice” to the page they are linking to. • Noindex prevents the Search Engine from indexing content. • Tips • Nofollow & Noindex your goal tracking pages. • Seriously consider no indexing your tag and/or category pages to prevent duplicate content. 29
  • 30. XML SITEMAPS • Gives Search Engines a road map across your site. This includes your content, how frequently it changes, when it was last updated, and relative priority for your site. • You can create Sitemaps specifically for: video, images, mobile, & news. • Make sure you submit to Google via Google Webmaster Tools 30
  • 31. How to Create a Sitemap With WordPress SEO 31
  • 32. WHY COMMENTS ARE STILL GOLD • Commentators create content for you • Some Third Party Comment Systems like Facebook or Livefyre allow visitors to post their comments on their social network • Asking commentators to opt in to your email list still works well for building your email lists 32
  • 33. SOCIAL AUTHORITY • Search Engines use Social Indicators to influence users clicks and SERP • Bing: Facebook Integration • Google: G+ Integration • Social Share Counts add credibility to your content to Search Engines & visitors. 33
  • 34. HOW TO ADD SOCIAL SHARING • Use a Plugin that you can trust and loads your social sharing buttons FAST. My top 3 are: • Jetpack • Digg Digg 2.0 • Share This • Must Use Networks: Google Plus, FB, Twitter 34
  • 35. THE WORDPRESS PLUGIN SETUP • WordPress SEO by Yoast • Jetpack, Digg Digg 2.0, or Share This • Schema Creator by Raven • SEO Friendly Images • SEO Smart Links • Redirection • Google Analytics for WordPress 35
  • 36. PREMIUM WORDPRESS PLUGINS • SEO Smart Links – Premium Edition • Video SEO for WordPress • Local SEO for WordPress 36
  • 37. TOOLS • http://www.opensiteexplorer.org/ • https://adwords.google.com/o/KeywordTool • https://developers.facebook.com/tools/debug 37
  • 38. RESOURCES • http://yoast.com/articles/wordpress-seo/ • http://moz.com/beginners-guide-to-seo 38
  • 39. THANKS FOR COMING! Have questions? Tweet us: @tunatraffic tunatraffic.com (psssst.... we are hiring...) 39