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Get Found: Raise Your Visibility
through Organic Search
The Ultimate Series on WordPress SEO - Part 1
September 23rd, 2015...
Make sure to stay engaged...
Use the “Questions” pane
throughout the webinar
Have questions about WP Engine?
Call 877-973-...
Two seasoned SEOs covering 6 great topics!
David Vogelpohl
VP Web Strategy, WP Engine
❖ Optimizing themes
❖ Mobile SEO
❖ P...
What you’ll learn from David V’s segment
How to audit themes, optimize for mobile,
and create search engine friendly URLs
...
Picking out a pre-made theme
Go premium, reputable, & active
@davidvmc
HTML Smoke Test
@davidvmc
validator.w3.org
H Tag Smoke Test
View Source
Control + F
One H1 per Page
H tags in order
wpeng.in/multih1
H1
H2
H3
H2
H3
H4
H1
H7
H5
H2
Why is mobile SEO important?
Overall Mobile Usage is 60%!
@davidvmc
Three governing rules for mobile SEO
@davidvmc
Responsive not
subdomains
Usability is key
Speed = rankings
Test mobile friendliness with Google
@davidvmc
What is an SEO friendly URL?
URL that expresses context using natural
language and hierarchical structure
@davidvmc
pets.c...
Why are friendly URLs important to SERPs?
Keywords in URL affect algo
Highlighted keywords affect CTR
Context usability
@d...
Setting up your permalink structure
Post name is safest
Optimize on per post level
Setting up your permalink structure
Category pros:
Hierarchical content
Easier page naming
Clear Analytics
301 redirects i...
What you’ll learn from MD’s segment
● Enlightened look at Meta Titles &
Descriptions
● Expert look at Categories & Tags &
...
Title Tags/Meta Tags
Goals:
● Yes, use keywords
● But also sell your product and brand, create
interest, and draw the clic...
Title Tags/Meta Tags
Only 50-54 characters
display, the rest get cut
off
When Everyone Else is
Writing Long TTs...Your
Com...
Title Tags/Meta Tags
Elegance Works
● You still want to
draw the click on
SERPS
● You can set a
"tone" for your
brand
Mich...
Title Tags/Meta Tags
Another lesson:
Avoid the pivot!
Michael David @tastyplacement
Title Tags/Meta Tags
Do more than
mindlessly repeat
your site name
Don't "write" titles &
metas, "craft" them
Michael Davi...
Title Tags/Meta Tags
Michael David @tastyplacement
"Crafting"
Example
Title Tags/Meta Tags
Use Snippet Optimizer to craft cool title tags
http://www.seomofo.com/snippet-optimizer.html
Michael ...
Expert Site Architecture
Matt Cutts, 2012: “We’ve done a good job of
ignoring boilerplate, site wide links.”
Michael David...
Expert Site Architecture: Categories/Tags/Archive/Links
“When a site doesn't link to itself in the
content, it's not natur...
Expert Site Architecture: Categories/Tags/Archive/Links
Your on-site goal for site architecture should
be to:
●leverage co...
Expert Site Architecture: Categories/Tags/Archive/Links
Your site architecture, your internal linking
patterns, are a sign...
Expert Site Architecture: Categories/Tags/Archive/Links
Date Archives
●Non-contextual
●99% of the time,
it's wrong
Michael...
Expert Site Architecture: Categories/Tags/Archive/Links
Blog Categories
●For users, won't
help with search
●Don't stuff wi...
Expert Site Architecture: Categories/Tags/Archive/Links
Definitions:
Indexing is getting a page in google's index
Noindex ...
Expert Site Architecture: Categories/Tags/Archive/Links
Do we want google to index category pages?
...tag pages?
...date-b...
Expert Site Architecture: Categories/Tags/Archive/Links
Do we want google to index category pages?
If you choose to index ...
Expert Site Architecture: Categories/Tags/Archive/Links
Custom category pages:
-Your premium template
-”WP Custom Category...
Expert Site Architecture: Categories/Tags/Archive/Links
Cat.
Descriptions
are built in.
Yoast adds
title & Meta
box...
Mic...
Expert Yoast Approaches & OG
“WordPress SEO by Yoast”
-Leading all-around plugin for WordPress
-Mature
-Stable
Michael Dav...
Expert Yoast Approaches & OG
“WordPress SEO by Yoast”
Does opengraph
Tethers Categories Tags Archives
Michael David @tasty...
Expert Yoast Approaches & OG
Open Graph (ogp.me) is a metadata
standard for social sharing
Open Graph "tags" elements on y...
Expert Yoast Approaches & OG
Open Graph (ogp.me) is a metadata
standard for social sharing
Image
Description
site_name
Mic...
Expert Yoast Approaches & OG
Yoast: “noindex” Categories & Tags
Michael David @tastyplacement
Expert Yoast Approaches & OG
Yoast: “noindex” Author & Date Archives
Michael David @tastyplacement
Post webinar questions in GTW
Have questions on WPE?
Call 877-973-6446 or chat with a rep at wpengine.com
Questions for sp...
Next
Get Found: Raise your Visibility through Organic Search
The Ultimate Series on WordPress SEO - Part 2
Wednesday, Sept...
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Get Found: Raise Your Visibility Through Organic Search (Part 1)

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SEO algorithms are ever-changing, yet getting on that seemingly elusive first page is so important to your business. Want to learn the latest and greatest tips, tricks and hacks for structuring your website and pages so you can get found online? WP Engine's VP of Web Strategy, David Vogelpohl and Author of "WordPress Search Engine Optimization", Michael David review advanced techniques for optimizing WordPress for search engines in this two-part series.

Published in: Marketing

Get Found: Raise Your Visibility Through Organic Search (Part 1)

  1. 1. Get Found: Raise Your Visibility through Organic Search The Ultimate Series on WordPress SEO - Part 1 September 23rd, 2015 #wpeseo
  2. 2. Make sure to stay engaged... Use the “Questions” pane throughout the webinar Have questions about WP Engine? Call 877-973-6446 or chat with a rep at wpengine.com
  3. 3. Two seasoned SEOs covering 6 great topics! David Vogelpohl VP Web Strategy, WP Engine ❖ Optimizing themes ❖ Mobile SEO ❖ Permalinks & URLs Michael David Author, “WordPress Search Engine Optimization” (Packt Publishing) ❖ Meta Titles & Descriptions ❖ Categories, Tags, Archive pages, site structure ❖ Yoast plugin tuneup & Open Graph
  4. 4. What you’ll learn from David V’s segment How to audit themes, optimize for mobile, and create search engine friendly URLs @davidvmc
  5. 5. Picking out a pre-made theme Go premium, reputable, & active @davidvmc
  6. 6. HTML Smoke Test @davidvmc validator.w3.org
  7. 7. H Tag Smoke Test View Source Control + F One H1 per Page H tags in order wpeng.in/multih1 H1 H2 H3 H2 H3 H4 H1 H7 H5 H2
  8. 8. Why is mobile SEO important? Overall Mobile Usage is 60%! @davidvmc
  9. 9. Three governing rules for mobile SEO @davidvmc Responsive not subdomains Usability is key Speed = rankings
  10. 10. Test mobile friendliness with Google @davidvmc
  11. 11. What is an SEO friendly URL? URL that expresses context using natural language and hierarchical structure @davidvmc pets.com/cats/heart-worms pets.com/?pid=3122
  12. 12. Why are friendly URLs important to SERPs? Keywords in URL affect algo Highlighted keywords affect CTR Context usability @davidvmc
  13. 13. Setting up your permalink structure Post name is safest Optimize on per post level
  14. 14. Setting up your permalink structure Category pros: Hierarchical content Easier page naming Clear Analytics 301 redirects if changing! Category cons: Category pages matter Longer URL path Alphabetically chosen wordpress.org/plugins/wp-category-permalink/
  15. 15. What you’ll learn from MD’s segment ● Enlightened look at Meta Titles & Descriptions ● Expert look at Categories & Tags & Archive pages & site architecture ● Yoast plugin tuneup & Open Graph Michael David @tastyplacement
  16. 16. Title Tags/Meta Tags Goals: ● Yes, use keywords ● But also sell your product and brand, create interest, and draw the click Michael David @tastyplacement
  17. 17. Title Tags/Meta Tags Only 50-54 characters display, the rest get cut off When Everyone Else is Writing Long TTs...Your Compact, Organized TT Stands Out! Michael David @tastyplacement
  18. 18. Title Tags/Meta Tags Elegance Works ● You still want to draw the click on SERPS ● You can set a "tone" for your brand Michael David @tastyplacement
  19. 19. Title Tags/Meta Tags Another lesson: Avoid the pivot! Michael David @tastyplacement
  20. 20. Title Tags/Meta Tags Do more than mindlessly repeat your site name Don't "write" titles & metas, "craft" them Michael David @tastyplacement
  21. 21. Title Tags/Meta Tags Michael David @tastyplacement "Crafting" Example
  22. 22. Title Tags/Meta Tags Use Snippet Optimizer to craft cool title tags http://www.seomofo.com/snippet-optimizer.html Michael David @tastyplacement
  23. 23. Expert Site Architecture Matt Cutts, 2012: “We’ve done a good job of ignoring boilerplate, site wide links.” Michael David @tastyplacement
  24. 24. Expert Site Architecture: Categories/Tags/Archive/Links “When a site doesn't link to itself in the content, it's not natural and that's a spam signal” -Mike King Michael David @tastyplacement
  25. 25. Expert Site Architecture: Categories/Tags/Archive/Links Your on-site goal for site architecture should be to: ●leverage contextual links--in content ●Minimize “link clutter” in footers & sidebars ●Better for search ●Better for users Michael David @tastyplacement
  26. 26. Expert Site Architecture: Categories/Tags/Archive/Links Your site architecture, your internal linking patterns, are a signal to Google what is important on your site. Michael David @tastyplacement
  27. 27. Expert Site Architecture: Categories/Tags/Archive/Links Date Archives ●Non-contextual ●99% of the time, it's wrong Michael David @tastyplacement
  28. 28. Expert Site Architecture: Categories/Tags/Archive/Links Blog Categories ●For users, won't help with search ●Don't stuff with keywords ●Keep it taut Michael David @tastyplacement
  29. 29. Expert Site Architecture: Categories/Tags/Archive/Links Definitions: Indexing is getting a page in google's index Noindex is a robots tag we can apply in head to keep page out of the index Follow is a robots tag we can apply in head to say "but follow links on this page" <META NAME="ROBOTS" CONTENT="NOINDEX, FOLLOW"> Michael David @tastyplacement
  30. 30. Expert Site Architecture: Categories/Tags/Archive/Links Do we want google to index category pages? ...tag pages? ...date-based archives? ● Are they really content? ● Wordpress is simply going to repeat your content here=Duplicate Michael David @tastyplacement
  31. 31. Expert Site Architecture: Categories/Tags/Archive/Links Do we want google to index category pages? If you choose to index Category Pages: ● No spam ● Display excerpts, not full posts ● Make custom Category Page text Michael David @tastyplacement
  32. 32. Expert Site Architecture: Categories/Tags/Archive/Links Custom category pages: -Your premium template -”WP Custom Category Pages Plugin” Michael David @tastyplacement
  33. 33. Expert Site Architecture: Categories/Tags/Archive/Links Cat. Descriptions are built in. Yoast adds title & Meta box... Michael David @tastyplacement
  34. 34. Expert Yoast Approaches & OG “WordPress SEO by Yoast” -Leading all-around plugin for WordPress -Mature -Stable Michael David @tastyplacement
  35. 35. Expert Yoast Approaches & OG “WordPress SEO by Yoast” Does opengraph Tethers Categories Tags Archives Michael David @tastyplacement
  36. 36. Expert Yoast Approaches & OG Open Graph (ogp.me) is a metadata standard for social sharing Open Graph "tags" elements on your website, like a meta description to feed those elements into social Michael David @tastyplacement
  37. 37. Expert Yoast Approaches & OG Open Graph (ogp.me) is a metadata standard for social sharing Image Description site_name Michael David @tastyplacement
  38. 38. Expert Yoast Approaches & OG Yoast: “noindex” Categories & Tags Michael David @tastyplacement
  39. 39. Expert Yoast Approaches & OG Yoast: “noindex” Author & Date Archives Michael David @tastyplacement
  40. 40. Post webinar questions in GTW Have questions on WPE? Call 877-973-6446 or chat with a rep at wpengine.com Questions for speakers: michael@tastyplacement.com @davidvmc Q&A
  41. 41. Next Get Found: Raise your Visibility through Organic Search The Ultimate Series on WordPress SEO - Part 2 Wednesday, September 30th, 12 pm EDT/ 11 am CDT/ 9 am EDT Tell friends and colleagues: http://wpeng.in/getfound/ Next Up... ❖ Speed ❖ HTACCESS Hacks ❖ Security ❖ Reducing your Google Index ❖ SSL ❖ Rank Checking Software

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