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SEO with WordPress






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SEO with WordPress SEO with WordPress Presentation Transcript

  • SEO with WordPress
    Lachlan MacPherson
    sennza | http://www.sennza.com.au/ | Twitter: @sennza
  • Why use SEO?
    Your chance to put your best foot forward
    rethink | redesign | results
  • We need to understand the purpose of a search engine
    Google wants to provide you with the best results possible for any given term or phrase
    rethink | redesign | results
    View slide
  • Evolution:
    Key Advances in Google Search
    Backrub[September 1997]This search engine, which had run on Stanford’s servers for almost two years, is renamed Google. Its breakthrough innovation: ranking searches based on the number and quality of incoming links.
    New Algorithm[August 2001]The search algorithm is completely revamped to incorporate additional ranking criteria more easily.
    Local Connectivity Analysis[February 2003]Google’s first patent is granted for this feature, which gives more weight to links from authoritative sites.
    Fritz[Summer 2003]This initiative allows Google to update its index constantly, instead of in big batches.
    Personalized Results[June 2005]Users can choose to let Google mine their own search behaviour to provide individualized results.
    Bigdaddy[December 2005]Engine update allows for more-comprehensive Web crawling.
    Universal Search[May 2007]Building on Image Search, Google News, and Book Search, the new Universal Search allows users to get links to any medium on the same results page.
    Real-Time Search[December 2009]Displays results from Twitter and blogs as they are published.
    rethink | redesign | results
    View slide
  • Google is constantly changing
    • Google updates it’s algorithm on average once every day.
    • Some changes are big, some are small.
    “Skate where the puck is going, not where it's been”
    - Wayne Gretzky
    rethink | redesign | results
  • Case in Point
    A Bully Finds a Pulpit on the Web
    • New York Times
    Published 26/11/10
    Being bad to your customers is bad for business
    • Official Google Blog
    Published 1/12/10
    rethink | redesign | results
  • Why WordPress?
    rethink | redesign | results
  • Web Design vs SEO
    Google Instant Preview
    rethink | redesign | results
  • SEO with WordPress
    “If you do everything on WordPress you’re pretty much automatically covered as far as SEO”
    • Matt Cutts, Head of the Webspam Team at Google.
    (PubCon 2007)
    rethink | redesign | results
  • Advantages of a WordPress Website:
    Search-friendly URLs -- that are spider-friendly and tend to be indexed and ranked better in search engines than the complex, dynamic-looking URLs that are typical of content management systems
    Tag Clouds -- which provide keyword-rich text link navigation, which link to...
    Tag Pages -- which contain excerpts of posts/pages that are related (by the fact they have the same tag in common)
    RSS feeds -- which help with link building and garner you visibility in the feed/blog search engines like Feedster and Google Blog Search
    Content-rich, search-friendly HTML -- thanks in part to the presentation layer (usually) being cleanly separated from the content layer, along with semantic mark-up, which gives the search engines good clues as to what copy is important and what is not
    Visitor participation -- through comments, trackbacks, and pingbacks.
    Post-dating of content -- to automatically "go live" on a scheduled date
    Ease of maintenance -- with no, or minimal, HTML skills required
    Extensibility -- through plugins (it's pretty easy to write your own) and direct hacks to the open source PHP codebase.
    rethink | redesign | results
  • URL Structure
    rethink | redesign | results
  • Ranking in under 5 mins?
    rethink | redesign | results
  • Take Aways?
    Useful Pluginsto extend your SEO with WordPress:
    Sitemap XML Generator http://wordpress.org/extend/plugins/google-sitemap-generator/
    Redirection http://wordpress.org/extend/plugins/redirection/
    Twitter Tools http://wordpress.org/extend/plugins/twitter-tools/
    All in One SEO http://wordpress.org/extend/plugins/all-in-one-seo-pack/
    Slide 11 of 13
    rethink | redesign | results
  • http://www.sennza.com.au/
    Twitter: @sennza
    rethink | redesign | results