If content is entered into a WordPress site
and no one finds it, does it make an
impact?
Optimizing content visibility

Te...
What’s Content Visibility?
1. Getting found
– relevance, search engine rank, social media,
blogosphere, word of mouth

2. ...
We’re #1!
• Good places to be first:
– On the Scene
– In Search Engine Rankings

– In the Hearts of Users

Image Credits: ...
Thinking First: Headlines
• EyeTrack III study showed
“big, bold” headlines are:
– viewed first
– most viewed, even above
...
Thinking First: Body Content
• Information at the top of the page gets the most
attention from users.

• Average user spen...
Visibility in Body Content
• Scannable
– Subheadings
– Short paragraphs:
3 sentences, 1 topic

• Give users next steps
– N...
Thinking First: Site Hierarchy
• Site hierarchy/structure often expressed
primarily through navigation
• Reflect idea orga...
Site Structure
Home

Internal Link

Main Categories (likely the top-level navigation)

Content can link throughout the str...
Site Structure: URLs
• Keyword-focused page names are friendly for
users and search engines
• Tailor your permalinks (chan...
Topic Structure
Home

Link = Topical Relationship

Categories: “Big,” Top-Level Topics, Likely General

Content on specifi...
Keywords
• What you want your site to be visible for
• Queries that users type into search engines
– Tap expressed interes...
Keyword Research Sources
•
•
•
•

http://www.google.com/insights/
http://www.google.com/trends/
http://www.semrush.com/
Go...
The Optimized Page
URL
Title Tag

http://www.middle.edu/prospective-students/midwest-college/

Meta Description
H1 Tag
Ima...
Author Authority
• Identify article or post’s author whenever
possible

– Link to author profile on your site

http://sear...
Author Authority
• Connect author identification with Google+
profile
• Optimize Google+ profile
(good headshot photo,
be ...
Duplicate Content
• Duplicate content can hinder findability, user
comprehension and trust
• Can make search engines unabl...
Sitemaps
HTML Sitemap
• Made for users to navigate
• No more than ~100 URLs
• Use global <a href> format

http://www.w3.or...
Other XML Sitemaps
• News http://support.google.com/news/publisher/bin/topic.py?hl=en&topic=2527688
• Video http://support...
More Than Words…
News

Video

Social Media

Information pulled
from the web

Images
Images
• Search engines can’t “see” images when
crawling a page.
– Use descriptive, keyword-focused alt text (alt=“”)
– De...
Video
•
•
•
•

Drives user engagement
Social/community
Visibility in SERP
Titles, descriptions,
transcripts
• Video page i...
Visibility across Devices
• Optimize for mobile
– Let your site be wherever your users are

• Responsive design goes with ...
Page Speed
• Quick-loading site = good user experience
• Lower bounce rates
• Ranking factor, helps spiders to index more
...
Leverage Monitoring
• Monitoring a site alerts you when something
is wrong.
• Monitor internal search queries and organic
...
Content must, ultimately, be great!

Teresa Lane
Image Credit: armedwithvisions.com

@teresaalane
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Optimizing Content Visibility (St. Louis WordCamp)

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If you enter content in a WordPress site and no one can find it, does it make an impact? Find out how to increase the visibility of the content in your WordPress site.

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Optimizing Content Visibility (St. Louis WordCamp)

  1. 1. If content is entered into a WordPress site and no one finds it, does it make an impact? Optimizing content visibility Teresa Lane Image Credit: armedwithvisions.com @teresaalane
  2. 2. What’s Content Visibility? 1. Getting found – relevance, search engine rank, social media, blogosphere, word of mouth 2. Getting clicked when you are found – relevance, search engine display (page title, meta description, structured data, Google+) 3. Getting conversions when you’re clicked – relevance, usability, navigability, valuable content
  3. 3. We’re #1! • Good places to be first: – On the Scene – In Search Engine Rankings – In the Hearts of Users Image Credits: birthdayexpress.com, the1709blog.blogspot.com
  4. 4. Thinking First: Headlines • EyeTrack III study showed “big, bold” headlines are: – viewed first – most viewed, even above images • Clear, concise, focused • Start with the punchline http://blog.crazyegg.com/2012/08/22/website-design-mistakes/ http://www.quicksprout.com/2013/08/01/7-conversion-optimization-lessons-learned-from-eye-tracking/ http://www.nngroup.com/articles/writing-style-for-print-vs-web/
  5. 5. Thinking First: Body Content • Information at the top of the page gets the most attention from users. • Average user spends 69% of time looking at page’s left side. • Important content: top of page, first in paragraph, first in sentence http://www.nngroup.com/articles/website-reading/ http://www.quicksprout.com/2013/08/01/7-conversion-optimization-lessons-learned-from-eye-tracking/ http://www.nngroup.com/articles/writing-style-for-print-vs-web/ http://www.nngroup.com/articles/how-little-do-users-read/
  6. 6. Visibility in Body Content • Scannable – Subheadings – Short paragraphs: 3 sentences, 1 topic • Give users next steps – No dead ends – Conversion or relevant content http://myblogguest.com/blog/the-art-the-necessity-of-using-subheadings-myblogguest/ http://rafaltomal.com/5-easy-tips-to-improve-every-blog-design/ http://www.copyblogger.com/formatting-wordpress-posts/
  7. 7. Thinking First: Site Hierarchy • Site hierarchy/structure often expressed primarily through navigation • Reflect idea organization in site hierarchy http://www.seomoz.org/blog/working-with-navigation-in-seo http://www.distilled.net/blog/seo/site-navigation-for-seo/ http://searchengineland.com/how-to-use-effective-navigation-labels-for-search-engine-optimization-76300 http://www.seomoz.org/blog/the-filing-cabinet-theory-of-site-architecture
  8. 8. Site Structure Home Internal Link Main Categories (likely the top-level navigation) Content can link throughout the structure but lives in only one place to avoid duplicate content http://www.seomoz.org/learn-seo/internal-link http://searchengineland.com/information-architecture-is-crucial-to-good-seo-14736
  9. 9. Site Structure: URLs • Keyword-focused page names are friendly for users and search engines • Tailor your permalinks (change the default) – Post Name (/%postname%/) usually best practice http://www.seomoz.org/blog/seo-cheat-sheet-anatomy-of-a-url http://searchenginewatch.com/article/2262638/5-Basic-Tips-to-Improve-WordPress-for-SEO-and-the-User-Experience
  10. 10. Topic Structure Home Link = Topical Relationship Categories: “Big,” Top-Level Topics, Likely General Content on specific subtopics that gets down into the nitty gritty, interlinks to promote next steps http://http://www.nngroup.com/articles/flat-vs-deep-hierarchy/
  11. 11. Keywords • What you want your site to be visible for • Queries that users type into search engines – Tap expressed interests – Deliver what users are looking for • For inspiration: – – – – Article topics Updating existing content Creating categories or sections of content Targeting social media • Remember: put keywords first! Image credit: bubblews.com
  12. 12. Keyword Research Sources • • • • http://www.google.com/insights/ http://www.google.com/trends/ http://www.semrush.com/ Google search with ~keyword to see terms Google considers synonyms (resulting SERP shows related words in bold) • http://www.youtube.com/keyword_tool • Analytics, Webmaster Tools, keyword lists
  13. 13. The Optimized Page URL Title Tag http://www.middle.edu/prospective-students/midwest-college/ Meta Description H1 Tag Image Alt Tag Body Content H2 Tag Midwest College| University of the Middle Discover the Midwest college you're looking for at University of the Middle, a Midwestern school offering students the right education for today's world. Midwest College _______ Midwest college _______. The university ____ ________________ ________ school in the Midwest. Photo with Alt Tag: Midwest college campus Choosing a Midwestern College __________________ ________________ St. Louis, Missouri colleges. __________ _______.
  14. 14. Author Authority • Identify article or post’s author whenever possible – Link to author profile on your site http://searchengineland.com/secret-staying-relevant-authorship-184815 https://plus.google.com/authorship
  15. 15. Author Authority • Connect author identification with Google+ profile • Optimize Google+ profile (good headshot photo, be in circles with influencers, be active, etc.) – (rel=“author”) tag <a href="https://plus.google.com/ Profile?rel=author">Google</a> – link from Google+ profile http://searchengineland.com/secret-staying-relevant-authorship-184815 https://plus.google.com/authorship https://support.google.com/webmasters/answer/2539557?hl=en
  16. 16. Duplicate Content • Duplicate content can hinder findability, user comprehension and trust • Can make search engines unable to distinguish the most relevant content, causing them not to display any of the site’s content in search results • The essential rule: every URL must contain unique, valuable content. http://www.seomoz.org/blog/duplicate-content-in-a-post-panda-world http://meetcontent.com/blog/duplicate-content-bad-web/
  17. 17. Sitemaps HTML Sitemap • Made for users to navigate • No more than ~100 URLs • Use global <a href> format http://www.w3.org/Consortium/siteindex XML Sitemap • Helps spiders find more pages • Uploaded to the root directory • Submitted to Webmaster Tools http://www.sitemaps.org/protocol.html http://www.sitemaps.org/ http://www.seomoz.org/q/big-site-seo-to-maintain-html-sitemaps-or-scrap-them-in-the-era-of-xml
  18. 18. Other XML Sitemaps • News http://support.google.com/news/publisher/bin/topic.py?hl=en&topic=2527688 • Video http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472 http://wordpress.org/plugins/xml-sitemaps-for-videos/ • Mobile http://support.google.com/webmasters/bin/topic.py?hl=en&topic=8493 http://wordpress.org/plugins/google-mobile-sitemap/ • Images http://support.google.com/webmasters/bin/answer.py?hl=en&answer=178636 http://wordpress.org/plugins/google-image-sitemap/ • Tools for Building Sitemaps – – – – – – Yoast SEO Plug-In http://www.bing.com/webmaster/help/bing-sitemap-plugin-beta-f50bebf5 http://code.google.com/p/googlesitemapgenerator/ http://www.xml-sitemaps.com/ http://gsitecrawler.com/ http://wordpress.org/extend/plugins/google-sitemap-generator/ http://searchengineland.com/a-primer-on-how-to-get-the-most-out-of-sitemaps-152092 http://www.seomoz.org/blog/do-sitemaps-effect-crawlers
  19. 19. More Than Words… News Video Social Media Information pulled from the web Images
  20. 20. Images • Search engines can’t “see” images when crawling a page. – Use descriptive, keyword-focused alt text (alt=“”) – Descriptive file names • Alt tags for usability and ADA compliance (e.g., screen readers) Fill it in!
  21. 21. Video • • • • Drives user engagement Social/community Visibility in SERP Titles, descriptions, transcripts • Video page is a “normal” page
  22. 22. Visibility across Devices • Optimize for mobile – Let your site be wherever your users are • Responsive design goes with the flow – Show essentially the same content to all users, no matter where they’re looking
  23. 23. Page Speed • Quick-loading site = good user experience • Lower bounce rates • Ranking factor, helps spiders to index more content • Just a couple of the many ways to prepare content for speed: – Optimize images – Enable compression http://www.seomoz.org/blog/optimizing-page-speed-actionable-tips-for-seos-and-web-developers http://www.mattcutts.com/blog/site-speed/
  24. 24. Leverage Monitoring • Monitoring a site alerts you when something is wrong. • Monitor internal search queries and organic search queries for new content ideas http://www.distilled.net/blog/seo/beating-the-panda-diagnosing-and-rescuing-a-clients-traffic/ http://searchengineland.com/the-seo-guide-to-getting-started-with-google-webmaster-tools-150345 http://www.seomoz.org/blog/an-updated-guide-to-google-webmaster-tools http://searchengineland.com/deep-dive-into-bing-webmaster-tools-part-1-137778
  25. 25. Content must, ultimately, be great! Teresa Lane Image Credit: armedwithvisions.com @teresaalane
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