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Who am I?
- 10 years of experience in search engine optimization.
- Big fan of WordPress! New to the community. Feedback w...
Format
Two 45 minute segments with a 10 minute break.
Initial overview, then hands on workshop with 10 step process.
Oppor...
Anatomy of a Search Engine Results Page
Let’s explore the search engine results page for searches related to
travel to For...
SEO + Expectations
If it’s your own website or you are doing SEO for your customer,
start by setting expectations and goal...
How Do Search Engines Work?
1. Crawl and index web pages.
1. Provide ranked results.
Goal - Relevancy!
Pillars of SEO Success
1. Technical SEO - Search engines must be able to find and
index site.
2. On-Site Optimization - Pa...
When to think about SEO?
During design + development. If traffic from the search engines is
important, then think about it...
10 Step SEO Checklist
Step 1 - Keyword Research
What: Words and phrases entered into a search query box.
Why: Estimate volume to ensure we optim...
Step 2 - Install WordPress Plugin for SEO
What: We like Yoast SEO. All in One SEO plugin is also great.
Why: SEO functiona...
Step 3 - Sign Up for Google Analytics
What: Google Analytics is a free web analytics platform from Google.
Why: Track perf...
Step 4 - Search Engine Verification
What: Verify website with Google Search Console & Bing Webmaster Tools.
Why: Communica...
Step 5 - XML Sitemap
What: A list of all pages, post and content you would like the search
engines to index.
Why: To clear...
Step 6 - Robots.txt
What: A file the search engine robots check before crawling a website.
Why: To provide crawler instruc...
Step 7 - Page Titles & Meta Descriptions
What: HTML tags in the header of the page that provide the search
engines with in...
Step 8 - Content Review
What: Review website copy and create list of how it can be improved.
Why: Content was and still is...
Step 9 - 301 Redirects
What: Redirect users and search engines from one URL to another.
Why: To pass page value and provid...
Step 10 - Local Search
What: Listings in Google Maps, Bing Maps, and beyond.
Why: Customers are looking ― 1 in 3 searches ...
Now what?
SEO isn’t a set it and forget it marketing initiative.
- Off Site SEO: Reviews, links, social.
- Content Marketi...
SEO in an Hour for WordPress - WP SEO Hub
SEO in an Hour for WordPress - WP SEO Hub
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SEO in an Hour for WordPress - WP SEO Hub

An overview to SEO along with an actionable 10 step SEO checklist for WordPress websites.

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SEO in an Hour for WordPress - WP SEO Hub

  1. 1. Who am I? - 10 years of experience in search engine optimization. - Big fan of WordPress! New to the community. Feedback welcomed. - Partner of webShine, a search engine marketing agency. - Co-founder of WP SEO Hub, a platform for do-it-yourself SEO. - Mom, wife, skier, hiker, mountain biker.
  2. 2. Format Two 45 minute segments with a 10 minute break. Initial overview, then hands on workshop with 10 step process. Opportunity to ask questions with each step. Also, available at the WP SEO Hub booth this afternoon and tomorrow morning.
  3. 3. Anatomy of a Search Engine Results Page Let’s explore the search engine results page for searches related to travel to Fort Worth for WordCamp. - Fort Worth Lodging: Paid search ads via Google AdWords. Maps results. Then organic. - Tortaco Meson Mezcal: Two local listings. Then organic. - Fort Worth Weather: Instant answer.
  4. 4. SEO + Expectations If it’s your own website or you are doing SEO for your customer, start by setting expectations and goals. - Brand New Website: Indexed and ranking #1 for the brand. - Website Transition: Preserve rankings and maintain organic traffic. - Established Brand: Visibility and traffic increases. Are the keywords of interest reasonable? Desired timeline for results?
  5. 5. How Do Search Engines Work? 1. Crawl and index web pages. 1. Provide ranked results. Goal - Relevancy!
  6. 6. Pillars of SEO Success 1. Technical SEO - Search engines must be able to find and index site. 2. On-Site Optimization - Page titles, meta descriptions, H1, H2, alt tags. 3. Content - Great, unique, quality. 4. Off-Site SEO - Links, reviews, social.
  7. 7. When to think about SEO? During design + development. If traffic from the search engines is important, then think about it ahead of time. More often than not, it’s an afterthought. Similar to building a house. Easier to include plumbing while building it, but you can go back in sure things up. Primary elements to think about are content and structure. Web pages rank in the search results, not websites.
  8. 8. 10 Step SEO Checklist
  9. 9. Step 1 - Keyword Research What: Words and phrases entered into a search query box. Why: Estimate volume to ensure we optimize a website around the right keywords. How: First, brainstorm. Make a list. Use Google Search Suggest. Then, use keyword research tools: - Google AdWords Keyword Planner - Moz Keyword Explorer - WP SEO Hub Keyword Research
  10. 10. Step 2 - Install WordPress Plugin for SEO What: We like Yoast SEO. All in One SEO plugin is also great. Why: SEO functionality. How: Install and then the real work is in configuring the plugin.
  11. 11. Step 3 - Sign Up for Google Analytics What: Google Analytics is a free web analytics platform from Google. Why: Track performance. How: Sign up for a Google Analytics account. Install code on website.
  12. 12. Step 4 - Search Engine Verification What: Verify website with Google Search Console & Bing Webmaster Tools. Why: Communication channel with search engines. How: Prove relationship with website via meta tag or verification file.
  13. 13. Step 5 - XML Sitemap What: A list of all pages, post and content you would like the search engines to index. Why: To clearly communicate with the search engines. How: Configuration of SEO plugin. Then, submit sitemap to Google Search Console and Bing Webmaster Tools.
  14. 14. Step 6 - Robots.txt What: A file the search engine robots check before crawling a website. Why: To provide crawler instructions. How: Make sure Settings > Reading has the checkbox to prevent search engine crawlers from reaching the website set off. Then, add any custom directions via SEO plugin or FTP. Keep it simple and clean.
  15. 15. Step 7 - Page Titles & Meta Descriptions What: HTML tags in the header of the page that provide the search engines with information about the page. Why: Influences rankings + improves click through rates. How: Art and science to writing page titles and meta descriptions.
  16. 16. Step 8 - Content Review What: Review website copy and create list of how it can be improved. Why: Content was and still is king in SEO. How: Ask yourself questions. If you use Yoast, use the grader. - Is your content unique? - Is it easy to find your contact information? - Do you integrate keywords? - Do you use H1 and H2 tags?
  17. 17. Step 9 - 301 Redirects What: Redirect users and search engines from one URL to another. Why: To pass page value and provide a seamless transition from one website to another. To clean up broken links and improve crawler experience. How: Several ways in WordPress: - Htaccess file > Manual and risky. - PHP in header> Manual. - Plugin > Scalable and easy.
  18. 18. Step 10 - Local Search What: Listings in Google Maps, Bing Maps, and beyond. Why: Customers are looking ― 1 in 3 searches are about a place and 97% of consumers search for local businesses online. How: Start with Google Maps. Then distribute your listing information with a subscription based service: - Yext - Moz - WP SEO Hub
  19. 19. Now what? SEO isn’t a set it and forget it marketing initiative. - Off Site SEO: Reviews, links, social. - Content Marketing: Blog. Then blog some more. - Technical SEO: Add schema markup. Monitor Google Search Console and Bing Webmaster Tools. - Coaching: Opinions. Art + science. - Analyze: Rankings, visits, click through rates, engagement.

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