SEO For WordPress ~ WordCamp Milwaukee 2012: Scott Offord
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SEO For WordPress ~ WordCamp Milwaukee 2012: Scott Offord

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Scott Offord, Director of Internet Marketing at Orion Group, LLC – Scott is a managing partner of Orion Group. He creates and manages search engine optimization and pay per click campaigns for our ...

Scott Offord, Director of Internet Marketing at Orion Group, LLC – Scott is a managing partner of Orion Group. He creates and manages search engine optimization and pay per click campaigns for our clients. He is certified in Google Analytics and in Google Adwords.

Scott focuses on improving the visibility of websites in the search engines. Scott has a background in designing and developing websites using various content management systems.

When he’s not optimizing websites, Scott enjoys walking his Great Dane, Squiggles.

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SEO For WordPress ~ WordCamp Milwaukee 2012: Scott Offord Presentation Transcript

  • 1. SEO for WordPress By: Scott Offord Twitter: @offordscott
  • 2. Who Is This Guy?• Not a graphic designer• Not a web developer (any more) Scott Offord• Not a public speaker• Partner at Orion Group• Director of Internet Marketing• A Google Analytics and Adwords certified• A permanent US Resident (from Canada)• A twin to Russ Offord (an SEO analysts)• Husband to Stephanie (a short Asian)• Owner of a Great Dane, “Squiggles”
  • 3. We will discuss techniques and tools you can use on your WordPress website to help gain rankings in thesearch engines. Also, we will touch on how to recover from the “Google Penguin” update and how to stay far away from the evil side of SEO.
  • 4. First... A Little About SEO
  • 5. Most%People%Use%Google%
  • 6. Being found on the first page of Google is important... Some searchers might look at the 2nd or 3rd page of search results Most searchers stay on the first page of search results
  • 7. Top 5 Ranking Factors✓ Keyword Use Anywhere in Title Tag✓ Keyword-Focused Anchor Text from External Links✓ External Link Popularity (quantity and quality of external links)✓ Diversity of Link Sources (links from many unique root domains)✓ Trustworthiness of Domain (based on distance from trusted domains)
  • 8. Organic(Ranking(Factors( Keyword(Related( Non?Keyword(Related(• Keyword(in(the(root(domain(name( • Unique(content(on(the(page(• Keyword(in(the(2tle(tag( • Recency(of(page(crea2on(• Keyword(in(the(heading(tag( • Frequency(of(content(changes(• Keyword(in(internal(link( • Links(on(page(that(point(to(other( anchor(text( internal(pages(• Keyword(in(the(first(100( • External?poin2ng(links(on(the(page( words(of(the(page( • Quan2ty(&(quality(of(external(links(• Keyword(in(the(page(name( • Diversity(of(link(sources( and(folder(of(URL( • Google(PageRank(• Keyword?focused(anchor( text(from(external(links(
  • 9. Questions?
  • 10. SEO For WordPress
  • 11. Plugin: SEO For WordPress
  • 12. Sitemap.xml Generator
  • 13. NoIndex / Nofollow
  • 14. Keyword & Competitor Research ToolsGoogle Analytics Google Insights• Keyword Performance • Industry Trending• Bounce Rates & Pageviews • Top Related Searches• Visitor Segmentation • Geographic HotspotsSEOmoz.org OpenSiteExplorer.or• Link Analysis g• Ranking Reports • Anchor Text• Keyword Research • External Links
  • 15. Recovering from Penguin
  • 16. Who got hit by the Penguin Update? Websites with an unbalanced backlink profile They did not receive a ‘Google Penalty’ It was just an update to Google’s algorithm Backlinks from low-quality sites or sites that contain over-optimized, exact-match anchor text don’t pass as much value now.
  • 17. Recovering from PenguinIf you have the ability to edit the links that are pointingto your website, you should vary the anchor text fromsite to site.If you are a roofing company in Milwaukee, instead ofusing “Milwaukee roofing company” as your backlink’sanchor text, try using: “a roofing company in theMilwaukee area” or something like: “Apex, LLC ~Roofing Contractor in Milwaukee”
  • 18. Any final questions?
  • 19. offord.me/googleplus 19