Wordpress SEO - Presented at SMX Sydney 2011


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Wordpress SEO - Presented at SMX Sydney 2011

  1. 1. WordPress SEO<br />by<br />Rob Kerry (@robkerry)<br />Head of Search / Co-founder<br />Ayima<br />
  2. 2. WordPress– Background<br />Two forms of WordPressblog<br />WordPress.org– Download the PHP source code and self-host<br />WordPress.com– Let Automattic(WordPress) host it for you<br />WordPress.comhosts over 18 million blogs<br />395 new posts are published every minute<br />Over 300 comments are posted every minute<br />Better than the rest?<br />Blogger.com is the biggest competitor, but very restrictive<br />Movable Type is one of the oldest blog platforms, but very clunky<br />
  3. 3. WordPress– Not just a boring blog<br />
  4. 4. Potential Uses – An easy to use CMS<br />
  5. 5. Potential Uses – An e-commerce platform<br />Icon Dock uses WP e-Commerce to add a shop to their WordPresssite.Plug-in: http://www.instinct.co.nz/e-commerce/<br />
  6. 6. Potential Uses – A Q&Asupport platform<br />I created a Q&A platform at SearchMarketingTalk.com using Gravity Forms and WordPress! AnswersPlug-ins: http://gravityforms.com/ and http://www.anieto2k.com/<br />
  7. 7. WordPress– It won’t get jealous<br />WordPressdoes not have to run your entire site<br />Can sit happily in a subfolder or on a subdomaini.e. http://www.example.com/blog/ or http://blog.example.com/<br />Works on both Windows and Linux platformsDon’t believe your IT Department if they say it won’t work ;o)<br />Ayima recommends choosing a subfolder set-up<br />Subfolders inherit the authority and trust of the root domain<br />Google often treats subdomains as new and untrusted websites<br />
  8. 8. WordPress– It’s good news for Google News<br />An easy platform to roll-out for Google News inclusion<br />Change all references/links/URLs of “blog” to “news”<br />Rotate news articles under 3+ WordPressusernames<br />Many WP themes have an “Authors Page” which can be handy for proving that you have multiple authors<br />Use Google News friendly Permalinks in WordPress:<br />
  9. 9. WordPress SEO Plugin by Yoast<br />“Wordpress SEO” by Yoast is currently the best plugin for optimising WordPress<br />Live-edit your Page Title and Meta Description for each post<br />Implement the Canonical Link Tag properly across your site<br />Manage your robots.txt file<br />Clean up your <head> tag<br />Generate XML Sitemaps<br />Download from: http://yoast.com/wordpress/seo/<br />
  10. 10. WP Minify Plugin<br />“WP Minify” is a fantastic plugin for SEO<br />Strips out all whitespace, comments and unnecessary code<br />Compresses HTML on-the-fly, speeding up your page loading times<br />Merges local JavaScript and CSS files, reducing number of file requests<br />Cleans out self-promotional plugin author comments from your code<br />Download from: http://wordpress.org/extend/plugins/wp-minify/<br />
  11. 11. WordPress– Designers aren’t SEOs<br />Designers are not SEOs, even if they claim to make “SEO friendly” WordPressthemes<br />Make sure that the <h1> tag is used on the homepage for a descriptive title and not for the logo<br />Remove multiple instances of <h1> tags and the unnecessary usage of <h2> tags in the theme<br />
  12. 12. WordPress– Canonical fun times<br />A common SEO mistake with WordPressinvolves the Canonical <link> tag…e.g. <link rel=“canonical” href=“http://www.ayima.com/” /><br />Some SEO plugins leave off the trailing slash in URLs, which many web servers then 301 redirect to the “/” URLe.g. <link rel=“canonical” href=“http://www.ayima.com” /><br />Others just respond with whatever URL is in the browser<br />Test yours by adding /?test=123 to the end of your homepage URLe.g. http://www.ayima.com/?test=123<br />
  13. 13. WordPress– Let me count the ways…<br />Category Hell and the spawn of Satan's Archives<br />Do you need an Archive for every month of the year?<br />Do individual Authors need a 5 page index of their previous posts?<br />I know that it came with the theme, but who actually needs a Print Version of your “Florida Plastic Mouldings Guild” blog?<br />Most blogs/sites only need one set of Categories, so remove the useless extra filters and boost the authority of important pages on your site<br />
  14. 14. WordPress– I didn’t say that… did I?<br />Have you been drunk-blogging again?<br />Deleted posts can stick around for a while, even after using the Google Webmaster Tools removal tool<br />Do yourself a favour (and help other search engines) by serving a 410 HTTP Status code on the deleted post’s URL via your htaccess file<br />Open up your .htaccess file and add:Redirect 410 /news/your-momma-is-so-fat.html(or whatever the deleted post’s URL was)<br />
  15. 15. WordPress– The infinite website<br />By default, the internal search result pages on WordPressare indexable<br />Competitors can negatively harm your site by posting links to these search pages using comment spame.g. http://searchengineland.com/?s=<keyword><br />Adding hundreds of thousands of new pages to your site makes it hard for Google to index properly<br />Protect yourself by adding Disallow: /*?s= into your robots.txt file<br />
  16. 16. WordPress– Naughty SEOs create bad plugins<br />WordPressisn’t Nirvana – Don’t trust everyone<br />SEOs build themes and plugins that secretly inject links into your site, risking penalties<br />Wannabe SEOs create crappy “SEO Plugins”<br />Can actually end up breaking your site<br />Unintentionally harm your site’s SEO<br />You’re usually safe with the masses – check reviews<br />
  17. 17. WordPress– Security<br />Stop search engines from indexing sensitive files<br />Add an extra password challenge to your admin folder:http://smt.im/wp-password<br />Remove WordPress references from your HTML:http://smt.im/wp-adminsecure<br />Remove the “admin” user and don’t use “wp_” as your MySQL table prefix<br />
  18. 18. WordPress– Hosting<br />Don’t use cheap hosting if you value your website/blog<br />Some shared hosting accounts can be compromised<br />Blackhat SEOs can embed links into your old blog posts<br />Make sure that your web host’s server is completely locked down<br />I recommend:<br />http://page.ly/ - A US based specialist secure Wordpress host<br />http://www.tsohost.co.uk/ - A UK based clustered hosting platform<br />
  19. 19. Thanks for listening!<br />Rob Kerry<br />rob@ayima.com<br />http://www.ayima.com/<br />Twitter: @robkerry<br />