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.
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
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.
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
- Established Brand: Visibility and traffic increases.
Are the keywords of interest reasonable? Desired timeline for
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
2. On-Site Optimization - Page titles, meta descriptions, H1, H2,
3. Content - Great, unique, quality.
4. Off-Site SEO - Links, reviews, social.
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
Primary elements to think about are content and structure. Web pages
rank in the search results, not websites.
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
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
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.
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.
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.
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.
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.
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.
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?
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
How: Several ways in WordPress:
- Htaccess file > Manual and risky.
- PHP in header> Manual.
- Plugin > Scalable and easy.
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:
- WP SEO Hub
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.