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WordPress SEO Basics - Melbourne WordPress Meetup

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The slide deck from an introduction to WordPress SEO, covering basic search engine optimization, onsite and offsite factors, keyword/topic and content strategy, WordPress SEO by Yoast and a few recommendations to help people learn more about SEO in general.

Published in: Marketing

WordPress SEO Basics - Melbourne WordPress Meetup

  1. 1. SEO BASICS Chris Burgess @chrisburgess chrisburgess.com.au
  2. 2. What I’ll Cover… • What Is SEO? • What Are SERPs? • Why Should I Care? • Getting Found • Onsite and Offsite • Keyword Research • Content • Page Anatomy • Essential Tools • WordPress SEO by Yoast • SERPs of Tomorrow • Resources
  3. 3. What is SEO?
  4. 4. Can Anyone Do SEO?
  5. 5. What Is SEO? Search Engine Optimization
  6. 6. Search is Everywhere
  7. 7. What Are Algorithms • Search engines use a program called an algorithm (think of it like a secret recipe) to determine what pages to suggest for a search query by a user. • Algorithms are constantly being updated which means that rankings are constantly changing.
  8. 8. What Is SEO?
  9. 9. What are SERPs
  10. 10. Search Queries vs Keywords WordPress plugins WordPress SEO plugins Yoast plugin best plugins how do I install a plugin plugin SEARCH QUERIES KEYWORD
  11. 11. Why Should I Care?
  12. 12. Because you get more visitors, leads, clients, customers to your website…
  13. 13. Getting Found
  14. 14. Getting It Right
  15. 15. Getting It Wrong
  16. 16. Put Your Visitors First
  17. 17. Write for Your Followers
  18. 18. Profile Your Visitors • What gender? • What age? • What interests? • What do they need? • What is the purchase cycle like for them? • What pain points can I alleviate? • What competitor sites do they also visit? • What can I provide that no other site does?
  19. 19. What do you want to be found for?
  20. 20. What are you main goals? • More visitors? • More leads? • More customers? • More online sales? • To provide a superior onsite experience?
  21. 21. Onsite and Offsite
  22. 22. The Evolution of SEO http://www.slideshare.net/randfish
  23. 23. Onsite SEO • Optimise your pages content • Titles, headings, images, text, meta descriptions • Keywords and content strategy • Site speed • Site security • XML sitemaps and Robots.txt • Schema markup • Overall site configuration
  24. 24. Aim for… • Fast site speed (good theme, good hosting, site configuration - aim for load time 3-4 seconds) • Focus on keeping visitors on your site and viewing multiple pages (use internal linking) • Keep your bounce rate down if more than Image: http://www.internetmarketingninjas.com/blog/search-engine-optimization/normal-bounce-rate/
  25. 25. Offsite SEO • Links (context, anchor text), citations, mentions • You want links from high authority sites • Links from low authority or low trust sites can be harmful • Social media • Blogs, forums, etc. • Examples of good links: mainstream news site or blog, natural • Example of bad links: spammy, unnatural Your best strategy should be to encourage natural linking. Create stuff people like, people share stuff they like 
  26. 26. How do I get links? • Inbound Marketing – create high quality and unique content and lots of it! – Blog, news, articles, surveys, interviews – Social media – Podcasts – Video – eBooks – Newsletters – Infographics – Whitepapers – Apps
  27. 27. Keyword Research
  28. 28. Topic/Keyword Research • Knowing your audience • What they search for • What keywords to focus on • Competitor analysis • Look for words that have high search volume and low competition, they will be easier to rank for • Many tools and methods available • Looking for keywords with: – high traffic value – low competition – make great titles – make great content
  29. 29. Google Keyword Planner http://adwords.google.com/keywordplanner
  30. 30. Google Trends – Keyword research https://www.google.com.au/trends/
  31. 31. Content
  32. 32. Content Structure • Heading Tags (e.g <h1> </h1>) in hierarchal order <h1>Only 1 Heading 1(with target topic/keyword)<h1> <h2>Sub Heading 2</h2> <h3>Heading 3</h3> <h2>Sub Heading 2</h2> <h3>Heading 3</h3> <h4>Heading 4</h4> <h4>Heading 4</h4> <h5>Heading 5</h5> <h6>Heading 6</h6> <h6>Heading 6</h6> <h3>Heading 3</h3>
  33. 33. Content Structure • Descriptive Filenames • Image ALT Tags
  34. 34. Content Structure • Page Titles – Unique Title Tag for each page combination of target keywords • Page URLs – Try to use keyword with hyphens as separators • Meta Description – Used in SERPs, try to include chosen keyword Page URL Meta Description Page Title
  35. 35. Content Structure
  36. 36. Page Anatomy
  37. 37. H2 H2 H3
  38. 38. External Links Internal Links
  39. 39. Images
  40. 40. Essential Tools
  41. 41. Essential Tools • Google Analytics • Google Search Console (Webmaster Tools) • Google Keyword Planner • Excel/Google Docs • WordPress ;) I’d highly recommend starting off using these free tools. Specialists will use a variety of tools, however the above are more than enough to get started.
  42. 42. Google Tools Google Analytics Google Search Console (formerly Webmaster Tools) Google Keyword Planner
  43. 43. WordPress SEO By Yoast
  44. 44. https://wordpress.org/plugins/wordpress-seo/
  45. 45. The SERPs of Tomorrow
  46. 46. The Internet of Things (IoT)
  47. 47. Recommended Resources • WordPress Native Help • Beginners Guide to SEO - https://moz.com/beginners-guide-to-seo • SEO Meetup - https://www.meetup.com/Melbourne-SEO/ • Search Engine Ranking Factors - http://moz.com/search-ranking-factors • Google Webmaster Resources - http://www.google.com/webmasters/
  48. 48. Thanks! Chris Burgess @chrisburgess chrisburgess.com.au

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