Successfully reported this slideshow.
Search Engine Optimize:      3 Easy Steps       Anna Belle Leiserson
Overview
Overview• SEO, my current WP project, me
Overview• SEO, my current WP project, me• Step 1: Understand Search Engines
Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots
Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your ...
Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your ...
• More and more now
• More and more now• I recommend WordPress
• More and more now• I recommend WordPress• Non-profits, small business, friends
• More and more now• I recommend WordPress• Non-profits, small business, friends• Which brings me to....
“How do I search engine optimize it?”
Translates to...
Translates to... • How do I empower a motivated WP user   to do SEO by himself?
Translates to... • How do I empower a motivated WP user   to do SEO by himself? • And his site will be our case study
What is SEO?
What is SEO?• “Organic” or "natural" search results
What is SEO?• “Organic” or "natural" search results• In other words ...
It’s not...
Pay Per Click
http://searchengineland.com/seo-beats-ppc-social-media-for-generating-leads-99064
And it’s not
And it’s notEnterprise Search
Does this mean it’s....
Does this mean it’s....       GSEO?
comScore  April 11
Ergo...SEO = Google + Bing
If you’re going to live up to that verb “optimize”
You have to understand
You have to understand
Empower yourself!
Not to mention if you don’t...
Not to mention if you don’t...  You’re susceptible to....
Dear google.com,
Dear google.com,I visited your website andnoticed that
Dear google.com,I visited your website andnoticed thatyou are not listed in most ofthe major search engines anddirectories...
Which brings us to...
1. Understand Your   Search Engines
4 Big Pieces
The web is like...
A search engine is like...
What do libraries do?
Your Site
Your Site
Your Audience                Your Site
Your Audience                Your Site
Your Audience                Index                        Your Site
Your Audience                      Index   • Giant database                              Your Site
Your Audience                Index                Your Site
Your Audience                                 Index                User Interface                                 Your Site
Your Audience                                   Index                  User Interface  • Search form                      ...
Your Audience                                  Index                 User Interface  • Search form  • Search engine    res...
Your AudienceUser Interface   Index                 Your Site
Your AudienceUser Interface         Index                 Bot                       Your Site
Your AudienceUser Interface   Index                    Bot                 Your Site
Your AudienceUser Interface                Index"User-agent" e.g. Googlebot                                 Bot           ...
Your AudienceUser Interface                  Index"User-agent" e.g. Googlebot"Crawls" the web methodically                ...
Your AudienceUser Interface                      Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a l...
Your AudienceUser Interface                      Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a l...
Your AudienceUser Interface                      Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a l...
Your AudienceUser Interface   Index                    Bot                 Your Site
Your AudienceUser Interface               Index                 Algorithm                                Bot              ...
Your AudienceUser Interface      Index                       Bot        Algorithm   Your Site
Algorithm
Algorithm• “A finite set of unambiguous  instructions performed in a  prescribed sequence to  achieve a goal.... Algorithms...
Algorithm• “A finite set of unambiguous  instructions performed in a  prescribed sequence to  achieve a goal.... Algorithms...
Algorithm• “A finite set of unambiguous  instructions performed in a  prescribed sequence to  achieve a goal.... Algorithms...
Algorithm Knowns
Algorithm Knowns       • Changes constantly
Algorithm Knowns       • Changes constantly       • Over 200 SEO factors
Algorithm Knowns       • Changes constantly       • Over 200 SEO factors       • Much that we can’t         know
A few algorithms
A few algorithms       • PageRank
A few algorithms       • PageRank       • Panda
A few algorithms       • PageRank       • Panda       • Crawling algorithm
A few algorithms       • PageRank       • Panda       • Crawling algorithm       • Google Places
So that’s it for searchengine basics. Now...
2. Friend Your Bots
2. Friend Your Bots• How does your site  look to the bot?
View source: aguru4u.com
Close, but not quite
Close, but not quite• Sees HTTP header
Close, but not quite• Sees HTTP header• Ignores chunks of code ...
Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning
Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO
Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not...
Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not...
What do bots ignore?
What do bots ignore?• JavaScript (including content in it)
What do bots ignore?• JavaScript (including content in it)• Flash
What do bots ignore?• JavaScript (including content in it)• Flash• Actual images
What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies
What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs
What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs• So what they see i...
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
To human eye...
To human eye...• Like that text-based browser
To human eye...• Like that text-based browser• Lynx
What bots do bots like?    Yum...
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
So Bots like...
So Bots like...   1. Links
2. XML Sitemap
2. XML Sitemap• Specialized file designed just for bots
2. XML Sitemap• Specialized file designed just for bots• Set of links that point to
2. XML Sitemap• Specialized file designed just for bots• Set of links that point to• Important parts of your site
<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">   <url>      <loc>http:...
What else do Bots like?
What else do Bots like?  3. Well-structured       markup
and....
4. Rich keywords         Mmm... Good
Where do bots find   keywords?
HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-...
• domain-name.com
• domain-name.com• aguru4u.com/web-address/
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good ric...
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good ric...
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good ric...
• domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good ric...
in more detail...
*** Title Tag
*** Title Tag• <title>title tag</title>
*** Title Tag• <title>title tag</title>• 60-70 characters
*** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)
*** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)• <title>AGuru4U - Computer repair in  H...
Where do you see the     title tag?
Browser top
SERP “snippet”
Why is it so important?
Why is it so important?• First thing people see in SERP
Why is it so important?• First thing people see in SERP• Strong factor for ranking
Why is it so important?• First thing people see in SERP• Strong factor for ranking• Great title/headline catches more atte...
Title tag Donts
Title tag Donts• Waste characters...
Title tag Donts• Waste characters...• particularly "Welcome"...
Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space
Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space• Duplicate titles acros...
Title tag Dos
Title tag Dos• Write the title for people, not Google
Title tag Dos• Write the title for people, not Google• Include most important keywords...
Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible
Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible•...
Another particularlygood keyword source...
Img tag <img src="aguru4u-logo.png" alt="AGuru4U"title="Logo for AGuru4U Computer Repair" />
Img tag        <img src="aguru4u-logo.png" alt="AGuru4U"       title="Logo for AGuru4U Computer Repair" />1. file-name*
Img tag          <img src="aguru4u-logo.png" alt="AGuru4U"         title="Logo for AGuru4U Computer Repair" />1. file-name*...
Img tag          <img src="aguru4u-logo.png" alt="AGuru4U"         title="Logo for AGuru4U Computer Repair" />1. file-name*...
Img tag          <img src="aguru4u-logo.png" alt="AGuru4U"         title="Logo for AGuru4U Computer Repair" />1. file-name*...
What Stops Bots
What Stops Bots• As in, you want to stop them, ergo...
What Stops Bots• As in, you want to stop them, ergo...• also good SEO
What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">
What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name=...
What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name=...
Robots.txt exampleUser-agent: *Disallow: /*?q=textonlyDisallow: /*?q=printonlyDisallow: /dd/clinicians.php?*Disallow: /rad...
Notes about robots.txt
Notes about robots.txt• User-agents decide whether to adhere to  them
Notes about robots.txt• User-agents decide whether to adhere to  them• Evil bots don’t, e.g.
Notes about robots.txt• User-agents decide whether to adhere to  them• Evil bots don’t, e.g.• Spam harvesters
Notes about robots.txt• User-agents decide whether to adhere to  them• Evil bots don’t, e.g.• Spam harvesters• And do be c...
What do bots dislike?
Lower your rankings
Lower your rankings•   Slow site
Lower your rankings•   Slow site•   Icky URLs
Lower your rankings•   Slow site•   Icky URLs•   Spelling errors
Lower your rankings•   Slow site•   Icky URLs•   Spelling errors•   Factual errors
Lower your rankings•   Slow site•   Icky URLs•   Spelling errors•   Factual errors•   Excessive number of ads
Lower your rankings•   Slow site•   Icky URLs•   Spelling errors•   Factual errors•   Excessive number of ads•   Links to ...
Lower your rankings•   Slow site                 •   Frames•   Icky URLs•   Spelling errors•   Factual errors•   Excessive...
Lower your rankings•   Slow site                 •   Frames•   Icky URLs                 •   Hidden links•   Spelling erro...
Lower your rankings•   Slow site                 •   Frames•   Icky URLs                 •   Hidden links•   Spelling erro...
Lower your rankings•   Slow site                 •   Frames•   Icky URLs                 •   Hidden links•   Spelling erro...
Lower your rankings•   Slow site                 •   Frames•   Icky URLs                 •   Hidden links•   Spelling erro...
What stops bots cold?  Blacklists a site?
Black Hat SEO
Black Hat SEO• Cloaking....
Black Hat SEO• Cloaking....• Coding so search engines see something  other than what humans see
Black Hat SEO• Cloaking....• Coding so search engines see something  other than what humans see• Buying or selling links....
In addition
In addition• Pages that install viruses, so...
In addition• Pages that install viruses, so...• Update your site!
If you really want to shine at SEO...
If you really want to shine at SEO...• Three (of many) possibilities
1.Build High Quality
1.Build High Quality•   Is author an expert or    knowledgeable    enthusiast?
1.Build High Quality•   Is author an expert or    knowledgeable    enthusiast?•   Is the content original?
1.Build High Quality•   Is author an expert or    knowledgeable    enthusiast?•   Is the content original?•   Is it a comp...
1.Build High Quality•   Is author an expert or    knowledgeable    enthusiast?•   Is the content original?•   Is it a comp...
1.Build High Quality•   Is author an expert or      •   Does the article    knowledgeable                   describe both ...
1.Build High Quality•   Is author an expert or      •   Does the article    knowledgeable                   describe both ...
1.Build High Quality•   Is author an expert or      •   Does the article    knowledgeable                   describe both ...
2. Social
2. SocialClaim accounts for:
2. Social  Claim accounts for:1. Facebook
2. Social  Claim accounts for:1. Facebook2. Twitter
2. Social  Claim accounts for:1. Facebook2. Twitter3. YouTube
2. Social  Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn
2. Social  Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn5. Google+
3. Accessible sites
3. Accessible sites• Fascinating that Google defines accessibility  as ...
3. Accessible sites• Fascinating that Google defines accessibility  as ...• “The ability for users and search engines to  a...
And then there are....
SERPs
SERPs• It doesn’t matter if you are number one on  Google ...
SERPs• It doesn’t matter if you are number one on  Google ...• if people don’t click through.
SERPs• It doesn’t matter if you are number one on  Google ...• if people don’t click through.• So one last easy way to hum...
SERPs• It doesn’t matter if you are number one on  Google ...• if people don’t click through.• So one last easy way to hum...
Snippet comes from...
We’ve mastered           Bots• So on to....
Step 3:Build Your SEO Toolbox
1 & 2: Webmaster Tools
1 & 2: Webmaster Tools• Google Webmaster Tools
1 & 2: Webmaster Tools• Google Webmaster Tools• Bing Webmaster Tools
Why use webmaster tools?
Why use webmaster tools?•   Relatively easy to set up    in WordPress
Why use webmaster tools?•   Relatively easy to set up    in WordPress•   Sign up for email    forwarding (alerts)
Why use webmaster tools?•   Relatively easy to set up    in WordPress•   Sign up for email    forwarding (alerts)•   Searc...
Why use webmaster tools?•   Relatively easy to set up    in WordPress•   Sign up for email    forwarding (alerts)•   Searc...
Why use webmaster tools?•   Relatively easy to set up    in WordPress•   Sign up for email    forwarding (alerts)•   Searc...
Why use webmaster tools?•   Relatively easy to set up   •   Spot crawl errors    in WordPress•   Sign up for email    forw...
Why use webmaster tools?•   Relatively easy to set up   •   Spot crawl errors    in WordPress                             ...
Why use webmaster tools?•   Relatively easy to set up   •   Spot crawl errors    in WordPress                             ...
Why use webmaster tools?•   Relatively easy to set up   •   Spot crawl errors    in WordPress                             ...
3. Analytics
3. Analytics• Probably Google Analytics or  WordPress.com Site Stats
3. Analytics• Probably Google Analytics or  WordPress.com Site Stats• Incredibly rich source of data
3. Analytics• Probably Google Analytics or  WordPress.com Site Stats• Incredibly rich source of data• Easy to set up in Wo...
4. Google Insights for       Search   google.com/insights/search/
Two Approaches to    Keywords
Two Approaches to       Keywords1. Pushing in what you think are the best   keywords
Two Approaches to       Keywords1. Pushing in what you think are the best   keywords2. Getting inside your users’ heads
Two Approaches to       Keywords1. Pushing in what you think are the best   keywords2. Getting inside your users’ heads• H...
5 and 6. G & B
5 and 6. G & B• When was site last indexed
5 and 6. G & B• When was site last indexed• Click on "cached" link
5 and 6. G & B• When was site last indexed• Click on "cached" link• Look at top of page
7. WordPress!
7. WordPress!• Out of the box, the best SEO CMS?
Your average CMSs:   SEO disaster
Your average CMSs:     SEO disaster• Gibberish URLs
Your average CMSs:      SEO disaster• Gibberish URLs• Bad meta data, especially title tags
Your average CMSs:     SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile ...
Your average CMSs:     SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile ...
Why is WP so good?
Why is WP so good?• Permalinks
Why is WP so good?• Permalinks• Great at title tag & other metadata
Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code
Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface
Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface• It’s the A...
Seriously...
Seriously...• Combine that with WP’s popularity
Seriously...• Combine that with WP’s popularity• Less training for non-techie authors
Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...
Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search e...
Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search e...
WordPress.com
Leveraging WP.com
Leveraging WP.com1. Allow robots to crawl your site. (Settings >   Privacy)
Leveraging WP.com1. Allow robots to crawl your site. (Settings >   Privacy)2. Pick a keyword-rich domain name. Best to reg...
Leveraging WP.com1. Allow robots to crawl your site. (Settings >   Privacy)2. Pick a keyword-rich domain name. Best to reg...
Leveraging WP.com1. Allow robots to crawl your site. (Settings >   Privacy)2. Pick a keyword-rich domain name. Best to reg...
Leveraging WP.com1. Allow robots to crawl your site. (Settings >   Privacy)2. Pick a keyword-rich domain name. Best to reg...
Leveraging WP.com
Leveraging WP.com6. Choose an SEO friendly theme.
Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings >   Reading) They feed right...
Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings >   Reading) They feed right...
Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings >   Reading) They feed right...
Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings >   Reading) They feed right...
Hostd WP sites
Hostd WP sites•   Same as WP.COM, except
Hostd WP sites•   Same as WP.COM, except•   Can’t add Webmaster Tools out-of-the-box
Hostd WP sites•   Same as WP.COM, except•   Can’t add Webmaster Tools out-of-the-box•   Categories and tags work somewhat ...
Hostd WP sites•   Same as WP.COM, except•   Can’t add Webmaster Tools out-of-the-box•   Categories and tags work somewhat ...
Hostd WP sites•   Same as WP.COM, except•   Can’t add Webmaster Tools out-of-the-box•   Categories and tags work somewhat ...
A few caveats
A few caveats• Watch for redundant information
A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...
A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right away
A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right awa...
8 & 9. Themes & Plugins
3 Rules of Themes & Plugins
3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum.
3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP...
3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even ...
3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even ...
How to choose a   theme?
How to choose a       theme?• From SEO perspective...
How to choose a        theme?• From SEO perspective...• Majority are bad; a few are evil
How to choose a        theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine
How to choose a       theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do...
How to choose a       theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do...
Theme SEO Stress Test
Theme SEO Stress Test1. How does it render title tag? On secondary   pages?
Theme SEO Stress Test1. How does it render title tag? On secondary   pages?2. Are there links baked in?
Theme SEO Stress Test1. How does it render title tag? On secondary   pages?2. Are there links baked in?3. Does it work wel...
Theme SEO Stress Test1. How does it render title tag? On secondary   pages?2. Are there links baked in?3. Does it work wel...
Theme SEO Stress Testview source
Theme SEO Stress Testview source5. Does it have a canned description tag for   every page?
Theme SEO Stress Testview source5. Does it have a canned description tag for   every page?6. Does it have baked in robot m...
Theme SEO Stress Testview source5. Does it have a canned description tag for   every page?6. Does it have baked in robot m...
Theme SEO Stress Testview source5. Does it have a canned description tag for   every page?6. Does it have baked in robot m...
SEO Theme Stress Test
SEO Theme Stress Test9. How does it display categories?
SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts  on archive pages?
SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts  on archive pages?1...
SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts  on archive pages?1...
Become a Plugin Connoisseur
Become a Plugin      Connoisseur• Do not get any old plugins!
Become a Plugin      Connoisseur• Do not get any old plugins!• They also run the gamut
Become a Plugin       Connoisseur• Do not get any old plugins!• They also run the gamut• Remember... very, very picky.
How to Judge a Fine Plugin
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
How to Judge a Fine Plugin•   Ask yourself.... do I really need it?•   Is it offered thru http://wordpress.org/extend/plug...
The Best SEO Plugins?
All in One SEO Pack
All in One SEO Pack• Over 10M downloads
All in One SEO Pack• Over 10M downloads• Covers all the basics and then some
All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with  cur...
All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with  cur...
All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with  cur...
Yoasts WordPress SEO
Yoasts WordPress SEO• Great reputation; industry leader
Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads
Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"
Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"• Easy to learn
Yoast’s WP SEO:  What’s good
Yoast’s WP SEO:       What’s good• Focus on keywords
Yoast’s WP SEO:       What’s good• Focus on keywords• Can add webmaster tools
Yoast’s WP SEO:       What’s good• Focus on keywords• Can add webmaster tools• Easy access to robots.txt
Yoast’s WP SEO:  What’s great
Yoast’s WP SEO:       What’s great• Meta description!
Yoast’s WP SEO:       What’s great• Meta description!• XML site maps
Yoast’s WP SEO:       What’s great• Meta description!• XML site maps• Preview snippets
Any other SEO plugins?
Any other SEO plugins?• Not really
Any other SEO plugins?• Not really• Except possibly Google Analytics
Any other SEO plugins?• Not really• Except possibly Google Analytics• Which brings us to....
Final thoughts
Top 10 Tips for WP SEO
Top 10 Tips for WP SEO 10. Do security patches right away.
Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently.
Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools.
Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tool...
Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tool...
Top 10 Tips for WP SEO
Top 10 Tips for WP SEO 5. Use images wisely.
Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks.
Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills.
Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient.
Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient. 1...
If you build a great site     for your users,     good links and     search engines    will follow along.
Resources
Resources• Hire someone. Nashville has oodles of  talent.
Resources• Hire someone. Nashville has oodles of  talent.• Go to www.happywebdiva.com
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Search Engine Optimize for WordPress in 3 Easy Steps
Upcoming SlideShare
Loading in …5
×

Search Engine Optimize for WordPress in 3 Easy Steps

1,968 views

Published on

A presentation for Wor

Published in: Technology, Design
  • Be the first to comment

Search Engine Optimize for WordPress in 3 Easy Steps

  1. 1. Search Engine Optimize: 3 Easy Steps Anna Belle Leiserson
  2. 2. Overview
  3. 3. Overview• SEO, my current WP project, me
  4. 4. Overview• SEO, my current WP project, me• Step 1: Understand Search Engines
  5. 5. Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots
  6. 6. Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your WP SEO Toolbox
  7. 7. Overview• SEO, my current WP project, me• Step 1: Understand Search Engines• Step 2: Friend Your Bots• Step 3: Build Your WP SEO Toolbox• Wrap up
  8. 8. • More and more now
  9. 9. • More and more now• I recommend WordPress
  10. 10. • More and more now• I recommend WordPress• Non-profits, small business, friends
  11. 11. • More and more now• I recommend WordPress• Non-profits, small business, friends• Which brings me to....
  12. 12. “How do I search engine optimize it?”
  13. 13. Translates to...
  14. 14. Translates to... • How do I empower a motivated WP user to do SEO by himself?
  15. 15. Translates to... • How do I empower a motivated WP user to do SEO by himself? • And his site will be our case study
  16. 16. What is SEO?
  17. 17. What is SEO?• “Organic” or "natural" search results
  18. 18. What is SEO?• “Organic” or "natural" search results• In other words ...
  19. 19. It’s not...
  20. 20. Pay Per Click
  21. 21. http://searchengineland.com/seo-beats-ppc-social-media-for-generating-leads-99064
  22. 22. And it’s not
  23. 23. And it’s notEnterprise Search
  24. 24. Does this mean it’s....
  25. 25. Does this mean it’s.... GSEO?
  26. 26. comScore April 11
  27. 27. Ergo...SEO = Google + Bing
  28. 28. If you’re going to live up to that verb “optimize”
  29. 29. You have to understand
  30. 30. You have to understand
  31. 31. Empower yourself!
  32. 32. Not to mention if you don’t...
  33. 33. Not to mention if you don’t... You’re susceptible to....
  34. 34. Dear google.com,
  35. 35. Dear google.com,I visited your website andnoticed that
  36. 36. Dear google.com,I visited your website andnoticed thatyou are not listed in most ofthe major search engines anddirectories...
  37. 37. Which brings us to...
  38. 38. 1. Understand Your Search Engines
  39. 39. 4 Big Pieces
  40. 40. The web is like...
  41. 41. A search engine is like...
  42. 42. What do libraries do?
  43. 43. Your Site
  44. 44. Your Site
  45. 45. Your Audience Your Site
  46. 46. Your Audience Your Site
  47. 47. Your Audience Index Your Site
  48. 48. Your Audience Index • Giant database Your Site
  49. 49. Your Audience Index Your Site
  50. 50. Your Audience Index User Interface Your Site
  51. 51. Your Audience Index User Interface • Search form Your Site
  52. 52. Your Audience Index User Interface • Search form • Search engine results (SERPs) Your Site
  53. 53. Your AudienceUser Interface Index Your Site
  54. 54. Your AudienceUser Interface Index Bot Your Site
  55. 55. Your AudienceUser Interface Index Bot Your Site
  56. 56. Your AudienceUser Interface Index"User-agent" e.g. Googlebot Bot Your Site
  57. 57. Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically Bot Your Site
  58. 58. Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot Your Site
  59. 59. Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot2. Copies every page it visits Your Site
  60. 60. Your AudienceUser Interface Index"User-agent" e.g. Googlebot"Crawls" the web methodically1. Makes a list of pages to crawl Bot2. Copies every page it visits3. Sends the copy to the indexer Your Site
  61. 61. Your AudienceUser Interface Index Bot Your Site
  62. 62. Your AudienceUser Interface Index Algorithm Bot Your Site
  63. 63. Your AudienceUser Interface Index Bot Algorithm Your Site
  64. 64. Algorithm
  65. 65. Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“
  66. 66. Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“• In other words
  67. 67. Algorithm• “A finite set of unambiguous instructions performed in a prescribed sequence to achieve a goal.... Algorithms are the basis for most computer programming.“• In other words• Google’s algorithm is its software.
  68. 68. Algorithm Knowns
  69. 69. Algorithm Knowns • Changes constantly
  70. 70. Algorithm Knowns • Changes constantly • Over 200 SEO factors
  71. 71. Algorithm Knowns • Changes constantly • Over 200 SEO factors • Much that we can’t know
  72. 72. A few algorithms
  73. 73. A few algorithms • PageRank
  74. 74. A few algorithms • PageRank • Panda
  75. 75. A few algorithms • PageRank • Panda • Crawling algorithm
  76. 76. A few algorithms • PageRank • Panda • Crawling algorithm • Google Places
  77. 77. So that’s it for searchengine basics. Now...
  78. 78. 2. Friend Your Bots
  79. 79. 2. Friend Your Bots• How does your site look to the bot?
  80. 80. View source: aguru4u.com
  81. 81. Close, but not quite
  82. 82. Close, but not quite• Sees HTTP header
  83. 83. Close, but not quite• Sees HTTP header• Ignores chunks of code ...
  84. 84. Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning
  85. 85. Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO
  86. 86. Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not bad either
  87. 87. Close, but not quite• Sees HTTP header• Ignores chunks of code ...• Things that have no meaning• Not good for SEO• But not bad either• So....
  88. 88. What do bots ignore?
  89. 89. What do bots ignore?• JavaScript (including content in it)
  90. 90. What do bots ignore?• JavaScript (including content in it)• Flash
  91. 91. What do bots ignore?• JavaScript (including content in it)• Flash• Actual images
  92. 92. What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies
  93. 93. What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs
  94. 94. What do bots ignore?• JavaScript (including content in it)• Flash• Actual images• Cookies• Session IDs• So what they see is....
  95. 95. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  96. 96. To human eye...
  97. 97. To human eye...• Like that text-based browser
  98. 98. To human eye...• Like that text-based browser• Lynx
  99. 99. What bots do bots like? Yum...
  100. 100. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  101. 101. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  102. 102. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  103. 103. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  104. 104. So Bots like...
  105. 105. So Bots like... 1. Links
  106. 106. 2. XML Sitemap
  107. 107. 2. XML Sitemap• Specialized file designed just for bots
  108. 108. 2. XML Sitemap• Specialized file designed just for bots• Set of links that point to
  109. 109. 2. XML Sitemap• Specialized file designed just for bots• Set of links that point to• Important parts of your site
  110. 110. <?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset>
  111. 111. What else do Bots like?
  112. 112. What else do Bots like? 3. Well-structured markup
  113. 113. and....
  114. 114. 4. Rich keywords Mmm... Good
  115. 115. Where do bots find keywords?
  116. 116. HTTP/1.1 200 OKDate: Tue, 17 Apr 2012 15:21:18 GMTServer: ApacheX-Pingback: http://www.aguru4u.com/xmlrpc.phpVary: Accept-EncodingContent-Encoding: gzipContent-Length: 3393Keep-Alive: timeout=10, max=30Connection: Keep-AliveContent-Type: text/html; charset=UTF-8<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"><head><title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /><link rel="stylesheet" type="text/css" media="all" href="http://www.aguru4u.com/wp-content/themes/aguru4u/style.css" /><link rel="alternate" type="application/rss+xml" title="RSS Feed" href="http://www.aguru4u.com/feed/" /><meta name="generator" content="WordPress 3.3.1" /></head><body class="home page page-id-9 page-template page-template-homepage-php"><div class="container"><div id="header"><h1><a href="http://www.aguru4u.com/" title="AGuru4U" rel="home"><img src="http://www.aguru4u.com/wp-content/themes/aguru4u/images/aguru4u-logo.png"height="172" width="940" alt="AGuru4U" /></a></h1></div><!--#header--><div id="nav"><div class="mainmenu-container">
  117. 117. • domain-name.com
  118. 118. • domain-name.com• aguru4u.com/web-address/
  119. 119. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>
  120. 120. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>
  121. 121. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>
  122. 122. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content
  123. 123. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>
  124. 124. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>• high quality info
  125. 125. • domain-name.com• aguru4u.com/web-address/• <title>title tag</title>• <a>good anchor text</a>• <h1>headers</h1>• good rich content• <img alt=”well tagged images”>• high quality info• <footer>good contact info</footer>
  126. 126. in more detail...
  127. 127. *** Title Tag
  128. 128. *** Title Tag• <title>title tag</title>
  129. 129. *** Title Tag• <title>title tag</title>• 60-70 characters
  130. 130. *** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)
  131. 131. *** Title Tag• <title>title tag</title>• 60-70 characters• E.g. (at 69 characters)• <title>AGuru4U - Computer repair in Holland, Zeeland, Saugatuck, Grand Haven</title>
  132. 132. Where do you see the title tag?
  133. 133. Browser top
  134. 134. SERP “snippet”
  135. 135. Why is it so important?
  136. 136. Why is it so important?• First thing people see in SERP
  137. 137. Why is it so important?• First thing people see in SERP• Strong factor for ranking
  138. 138. Why is it so important?• First thing people see in SERP• Strong factor for ranking• Great title/headline catches more attention and links
  139. 139. Title tag Donts
  140. 140. Title tag Donts• Waste characters...
  141. 141. Title tag Donts• Waste characters...• particularly "Welcome"...
  142. 142. Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space
  143. 143. Title tag Donts• Waste characters...• particularly "Welcome"...• over 10% - 8 chars counting space• Duplicate titles across site
  144. 144. Title tag Dos
  145. 145. Title tag Dos• Write the title for people, not Google
  146. 146. Title tag Dos• Write the title for people, not Google• Include most important keywords...
  147. 147. Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible
  148. 148. Title tag Dos• Write the title for people, not Google• Include most important keywords...• near the beginning if possible• Branding at end (or start)
  149. 149. Another particularlygood keyword source...
  150. 150. Img tag <img src="aguru4u-logo.png" alt="AGuru4U"title="Logo for AGuru4U Computer Repair" />
  151. 151. Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*
  152. 152. Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute
  153. 153. Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute3. title attribute
  154. 154. Img tag <img src="aguru4u-logo.png" alt="AGuru4U" title="Logo for AGuru4U Computer Repair" />1. file-name*2. alt attribute3. title attribute• * in file names, bots read dashes (not underscores) as word separators, e.g. roe-jeff.jpg
  155. 155. What Stops Bots
  156. 156. What Stops Bots• As in, you want to stop them, ergo...
  157. 157. What Stops Bots• As in, you want to stop them, ergo...• also good SEO
  158. 158. What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">
  159. 159. What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name="robots" content="noindex,nofollow"/>
  160. 160. What Stops Bots• As in, you want to stop them, ergo...• also good SEO• Per link: <a rel="nofollow">• Per page: <meta name="robots" content="noindex,nofollow"/>• Per site: robots.txt
  161. 161. Robots.txt exampleUser-agent: *Disallow: /*?q=textonlyDisallow: /*?q=printonlyDisallow: /dd/clinicians.php?*Disallow: /radonc/team/display.php?*Disallow: /research/display.php?*Disallow: /research/investigators.php?*Disallow: /research/vicc_members.php?*
  162. 162. Notes about robots.txt
  163. 163. Notes about robots.txt• User-agents decide whether to adhere to them
  164. 164. Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.
  165. 165. Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.• Spam harvesters
  166. 166. Notes about robots.txt• User-agents decide whether to adhere to them• Evil bots don’t, e.g.• Spam harvesters• And do be careful
  167. 167. What do bots dislike?
  168. 168. Lower your rankings
  169. 169. Lower your rankings• Slow site
  170. 170. Lower your rankings• Slow site• Icky URLs
  171. 171. Lower your rankings• Slow site• Icky URLs• Spelling errors
  172. 172. Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors
  173. 173. Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors• Excessive number of ads
  174. 174. Lower your rankings• Slow site• Icky URLs• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  175. 175. Lower your rankings• Slow site • Frames• Icky URLs• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  176. 176. Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  177. 177. Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors• Excessive number of ads• Links to “bad neighborhoods”
  178. 178. Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors • Too many links on a page• Excessive number of ads• Links to “bad neighborhoods”
  179. 179. Lower your rankings• Slow site • Frames• Icky URLs • Hidden links• Spelling errors • Deep nesting• Factual errors • Too many links on a page• Excessive number of ads • Lots of redundant• Links to “bad information neighborhoods”
  180. 180. What stops bots cold? Blacklists a site?
  181. 181. Black Hat SEO
  182. 182. Black Hat SEO• Cloaking....
  183. 183. Black Hat SEO• Cloaking....• Coding so search engines see something other than what humans see
  184. 184. Black Hat SEO• Cloaking....• Coding so search engines see something other than what humans see• Buying or selling links....
  185. 185. In addition
  186. 186. In addition• Pages that install viruses, so...
  187. 187. In addition• Pages that install viruses, so...• Update your site!
  188. 188. If you really want to shine at SEO...
  189. 189. If you really want to shine at SEO...• Three (of many) possibilities
  190. 190. 1.Build High Quality
  191. 191. 1.Build High Quality• Is author an expert or knowledgeable enthusiast?
  192. 192. 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?
  193. 193. 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?• Is it a comprehensive description of its topic?
  194. 194. 1.Build High Quality• Is author an expert or knowledgeable enthusiast?• Is the content original?• Is it a comprehensive description of its topic?• Is the site reliable?
  195. 195. 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original?• Is it a comprehensive description of its topic?• Is the site reliable?
  196. 196. 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original? • Was the article well- edited?• Is it a comprehensive description of its topic?• Is the site reliable?
  197. 197. 1.Build High Quality• Is author an expert or • Does the article knowledgeable describe both sides of a enthusiast? story?• Is the content original? • Was the article well- edited?• Is it a comprehensive description of its topic? • Is language used audience-appropriate?• Is the site reliable?
  198. 198. 2. Social
  199. 199. 2. SocialClaim accounts for:
  200. 200. 2. Social Claim accounts for:1. Facebook
  201. 201. 2. Social Claim accounts for:1. Facebook2. Twitter
  202. 202. 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube
  203. 203. 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn
  204. 204. 2. Social Claim accounts for:1. Facebook2. Twitter3. YouTube4. LinkedIn5. Google+
  205. 205. 3. Accessible sites
  206. 206. 3. Accessible sites• Fascinating that Google defines accessibility as ...
  207. 207. 3. Accessible sites• Fascinating that Google defines accessibility as ...• “The ability for users and search engines to access and comprehend content.”
  208. 208. And then there are....
  209. 209. SERPs
  210. 210. SERPs• It doesn’t matter if you are number one on Google ...
  211. 211. SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.
  212. 212. SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.• So one last easy way to humor your search engines....
  213. 213. SERPs• It doesn’t matter if you are number one on Google ...• if people don’t click through.• So one last easy way to humor your search engines....• Take charge of your snippets....
  214. 214. Snippet comes from...
  215. 215. We’ve mastered Bots• So on to....
  216. 216. Step 3:Build Your SEO Toolbox
  217. 217. 1 & 2: Webmaster Tools
  218. 218. 1 & 2: Webmaster Tools• Google Webmaster Tools
  219. 219. 1 & 2: Webmaster Tools• Google Webmaster Tools• Bing Webmaster Tools
  220. 220. Why use webmaster tools?
  221. 221. Why use webmaster tools?• Relatively easy to set up in WordPress
  222. 222. Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)
  223. 223. Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!
  224. 224. Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site
  225. 225. Why use webmaster tools?• Relatively easy to set up in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  226. 226. Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  227. 227. Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts)• Search queries!• Who is linking to your site• Spot content that is accidentally blocked
  228. 228. Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts) • HTML suggestions, e.g. shorter title tag or• Search queries! longer description meta tag• Who is linking to your site• Spot content that is accidentally blocked
  229. 229. Why use webmaster tools?• Relatively easy to set up • Spot crawl errors in WordPress • Detects malware• Sign up for email forwarding (alerts) • HTML suggestions, e.g. shorter title tag or• Search queries! longer description meta tag• Who is linking to your site • Fetch as Googlebot• Spot content that is accidentally blocked
  230. 230. 3. Analytics
  231. 231. 3. Analytics• Probably Google Analytics or WordPress.com Site Stats
  232. 232. 3. Analytics• Probably Google Analytics or WordPress.com Site Stats• Incredibly rich source of data
  233. 233. 3. Analytics• Probably Google Analytics or WordPress.com Site Stats• Incredibly rich source of data• Easy to set up in WordPress
  234. 234. 4. Google Insights for Search google.com/insights/search/
  235. 235. Two Approaches to Keywords
  236. 236. Two Approaches to Keywords1. Pushing in what you think are the best keywords
  237. 237. Two Approaches to Keywords1. Pushing in what you think are the best keywords2. Getting inside your users’ heads
  238. 238. Two Approaches to Keywords1. Pushing in what you think are the best keywords2. Getting inside your users’ heads• Hence Insights for Search
  239. 239. 5 and 6. G & B
  240. 240. 5 and 6. G & B• When was site last indexed
  241. 241. 5 and 6. G & B• When was site last indexed• Click on "cached" link
  242. 242. 5 and 6. G & B• When was site last indexed• Click on "cached" link• Look at top of page
  243. 243. 7. WordPress!
  244. 244. 7. WordPress!• Out of the box, the best SEO CMS?
  245. 245. Your average CMSs: SEO disaster
  246. 246. Your average CMSs: SEO disaster• Gibberish URLs
  247. 247. Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags
  248. 248. Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile code
  249. 249. Your average CMSs: SEO disaster• Gibberish URLs• Bad meta data, especially title tags• Poorly structured, bot-hostile code• Stakeholder unfriendly UI
  250. 250. Why is WP so good?
  251. 251. Why is WP so good?• Permalinks
  252. 252. Why is WP so good?• Permalinks• Great at title tag & other metadata
  253. 253. Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code
  254. 254. Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface
  255. 255. Why is WP so good?• Permalinks• Great at title tag & other metadata• Well structured code• The admin interface• It’s the Apple of my UIs
  256. 256. Seriously...
  257. 257. Seriously...• Combine that with WP’s popularity
  258. 258. Seriously...• Combine that with WP’s popularity• Less training for non-techie authors
  259. 259. Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...
  260. 260. Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search engines!
  261. 261. Seriously...• Combine that with WP’s popularity• Less training for non-techie authors• And ...• Less training for search engines!• WordPress is familiar ground for bots
  262. 262. WordPress.com
  263. 263. Leveraging WP.com
  264. 264. Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)
  265. 265. Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $99
  266. 266. Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)
  267. 267. Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)4. Link to webmaster tools. (Tools > Available tools)
  268. 268. Leveraging WP.com1. Allow robots to crawl your site. (Settings > Privacy)2. Pick a keyword-rich domain name. Best to register at $17/yr or Pro at $993. Set up your Public Profile. (Users > My Profile)4. Link to webmaster tools. (Tools > Available tools)5. Set up a test site. Hover over your name in upper right > Manage my blogs > Register another blog.
  269. 269. Leveraging WP.com
  270. 270. Leveraging WP.com6. Choose an SEO friendly theme.
  271. 271. Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".
  272. 272. Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).
  273. 273. Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).9. Create a great tag line and use it. (Settings > General)
  274. 274. Leveraging WP.com6. Choose an SEO friendly theme.7. Show & use Categories and Tags. (Settings > Reading) They feed right into WP.com "Global Tags".8. Get Social (Settings > Sharing).9. Create a great tag line and use it. (Settings > General)10.And of course, use great content and headers and all the normal SEO stuff
  275. 275. Hostd WP sites
  276. 276. Hostd WP sites• Same as WP.COM, except
  277. 277. Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box
  278. 278. Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently
  279. 279. Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently• Can’t do Social Sharing out of box
  280. 280. Hostd WP sites• Same as WP.COM, except• Can’t add Webmaster Tools out-of-the-box• Categories and tags work somewhat differently• Can’t do Social Sharing out of box• Turn on WordPress permalinks (Settings -> Permalinks)
  281. 281. A few caveats
  282. 282. A few caveats• Watch for redundant information
  283. 283. A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...
  284. 284. A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right away
  285. 285. A few caveats• Watch for redundant information• Popularity makes it a mark for hacker, so...• Be sure to upgrade right away• Watch out for themes & plugins....
  286. 286. 8 & 9. Themes & Plugins
  287. 287. 3 Rules of Themes & Plugins
  288. 288. 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum.
  289. 289. 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP...
  290. 290. 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even inactive themes and plugins.
  291. 291. 3 Rules of Themes & Plugins Rule 1- Keep themes and plugins to a minimum. Rule 2 - Always upgrade everything ASAP... Even inactive themes and plugins. Rule 3 - Be very, very choosy.
  292. 292. How to choose a theme?
  293. 293. How to choose a theme?• From SEO perspective...
  294. 294. How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil
  295. 295. How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine
  296. 296. How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do you pick other themes?
  297. 297. How to choose a theme?• From SEO perspective...• Majority are bad; a few are evil• Out of the box -- fine• But how do you pick other themes?• Set up a testbed. And then do a ....
  298. 298. Theme SEO Stress Test
  299. 299. Theme SEO Stress Test1. How does it render title tag? On secondary pages?
  300. 300. Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?
  301. 301. Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?3. Does it work well with your plugins?
  302. 302. Theme SEO Stress Test1. How does it render title tag? On secondary pages?2. Are there links baked in?3. Does it work well with your plugins?4. Does it have a way for you to add your address and phone in the footer?
  303. 303. Theme SEO Stress Testview source
  304. 304. Theme SEO Stress Testview source5. Does it have a canned description tag for every page?
  305. 305. Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?
  306. 306. Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?7. Does it show your post titles as headers?
  307. 307. Theme SEO Stress Testview source5. Does it have a canned description tag for every page?6. Does it have baked in robot meta tags?7. Does it show your post titles as headers?8. Does sidebar content come before real content?
  308. 308. SEO Theme Stress Test
  309. 309. SEO Theme Stress Test9. How does it display categories?
  310. 310. SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?
  311. 311. SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?11. Is the code well-formed?
  312. 312. SEO Theme Stress Test9. How does it display categories?10. Does it use excerpts rather than full posts on archive pages?11. Is the code well-formed?12. Extra credit: do WP "Theme Unit Test"
  313. 313. Become a Plugin Connoisseur
  314. 314. Become a Plugin Connoisseur• Do not get any old plugins!
  315. 315. Become a Plugin Connoisseur• Do not get any old plugins!• They also run the gamut
  316. 316. Become a Plugin Connoisseur• Do not get any old plugins!• They also run the gamut• Remember... very, very picky.
  317. 317. How to Judge a Fine Plugin
  318. 318. How to Judge a Fine Plugin• Ask yourself.... do I really need it?
  319. 319. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?
  320. 320. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?
  321. 321. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?
  322. 322. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?
  323. 323. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?• Will it play well with other plugins you use?
  324. 324. How to Judge a Fine Plugin• Ask yourself.... do I really need it?• Is it offered thru http://wordpress.org/extend/plugins/?• Whats the authors background & reputation?• Will the author keep upgrading?• How good is the documentation?• Will it play well with other plugins you use?• Does it play well with your theme?
  325. 325. The Best SEO Plugins?
  326. 326. All in One SEO Pack
  327. 327. All in One SEO Pack• Over 10M downloads
  328. 328. All in One SEO Pack• Over 10M downloads• Covers all the basics and then some
  329. 329. All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version
  330. 330. All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version• But .. not as comprehensive
  331. 331. All in One SEO Pack• Over 10M downloads• Covers all the basics and then some• Reputable; recently updated; works with current version• But .. not as comprehensive• Harder to understand
  332. 332. Yoasts WordPress SEO
  333. 333. Yoasts WordPress SEO• Great reputation; industry leader
  334. 334. Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads
  335. 335. Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"
  336. 336. Yoasts WordPress SEO• Great reputation; industry leader• Over 1M downloads• "Polished"• Easy to learn
  337. 337. Yoast’s WP SEO: What’s good
  338. 338. Yoast’s WP SEO: What’s good• Focus on keywords
  339. 339. Yoast’s WP SEO: What’s good• Focus on keywords• Can add webmaster tools
  340. 340. Yoast’s WP SEO: What’s good• Focus on keywords• Can add webmaster tools• Easy access to robots.txt
  341. 341. Yoast’s WP SEO: What’s great
  342. 342. Yoast’s WP SEO: What’s great• Meta description!
  343. 343. Yoast’s WP SEO: What’s great• Meta description!• XML site maps
  344. 344. Yoast’s WP SEO: What’s great• Meta description!• XML site maps• Preview snippets
  345. 345. Any other SEO plugins?
  346. 346. Any other SEO plugins?• Not really
  347. 347. Any other SEO plugins?• Not really• Except possibly Google Analytics
  348. 348. Any other SEO plugins?• Not really• Except possibly Google Analytics• Which brings us to....
  349. 349. Final thoughts
  350. 350. Top 10 Tips for WP SEO
  351. 351. Top 10 Tips for WP SEO 10. Do security patches right away.
  352. 352. Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently.
  353. 353. Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools.
  354. 354. Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools. 7. Set up schedules and stick with them.
  355. 355. Top 10 Tips for WP SEO 10. Do security patches right away. 9. Update content frequently. 8. Sign up and use Webmaster Tools. 7. Set up schedules and stick with them. 6. Prioritize.
  356. 356. Top 10 Tips for WP SEO
  357. 357. Top 10 Tips for WP SEO 5. Use images wisely.
  358. 358. Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks.
  359. 359. Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills.
  360. 360. Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient.
  361. 361. Top 10 Tips for WP SEO 5. Use images wisely. 4. Turn on permalinks. 3. Hone your headline writing skills. 2. Be patient. 1. Customers first.
  362. 362. If you build a great site for your users, good links and search engines will follow along.
  363. 363. Resources
  364. 364. Resources• Hire someone. Nashville has oodles of talent.
  365. 365. Resources• Hire someone. Nashville has oodles of talent.• Go to www.happywebdiva.com

×