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Optimizing Wordpress for Search & Social

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After this session, audience members should (1) have a firm grasp on the fundamentals of onsite SEO, (2) understand the advantages of Facebook Connect, and (3) know what themes and plugins can help them implement these SEO and social features. Below is the slideshow, as well as all the link to the various Wordpress themes and plugins that I will discuss.

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Optimizing Wordpress for Search & Social

  1. 1. Optimizing Wordpress for Search & Social
  2. 2. Who the F*ck Am I? <ul><ul><li>Not a Developer </li></ul></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>Cheap Skate </li></ul></ul><ul><ul><li>Agency Hack </li></ul></ul>
  3. 3. Search & Social <ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><ul><li>Acquisition </li></ul></ul></ul><ul><ul><ul><li>Conversion </li></ul></ul></ul><ul><ul><ul><li>Retention </li></ul></ul></ul>
  4. 4. SEO for Wordpress <ul><ul><li>WP Basics </li></ul></ul><ul><ul><li>Page Structure </li></ul></ul><ul><ul><li>Duplicate Content </li></ul></ul><ul><ul><li>Restricted Content </li></ul></ul>
  5. 5. WP Basics <ul><ul><li>Blog Title </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>Permalinks </li></ul></ul>
  6. 6. Page Structure <ul><ul><li>Page Titles </li></ul></ul><ul><ul><ul><li><title>Insert 65 Characters</title> </li></ul></ul></ul><ul><ul><li>Meta Descriptions </li></ul></ul><ul><ul><ul><li><meta name=&quot;description&quot; content=“Insert 150 characters.&quot; /> </li></ul></ul></ul><ul><ul><li>Meta Keywords ( don’t bother ) </li></ul></ul>
  7. 7. Page Titles
  8. 8. Meta Descriptions
  9. 9. Title / Descriptions <ul><ul><li>Index </li></ul></ul><ul><ul><li>Posts </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Categories </li></ul></ul>
  10. 10. Index
  11. 11. Posts / Pages
  12. 12. Categories
  13. 13. Duplicate Content <ul><ul><li>Index </li></ul></ul><ul><ul><li>Posts </li></ul></ul><ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul>
  14. 14. Duplicate Content <ul><ul><li>Titles & Meta Descriptions </li></ul></ul><ul><ul><li>Excerpts / Line Breaks </li></ul></ul><ul><ul><li>NoIndex / NoFollow </li></ul></ul>
  15. 15. Categories
  16. 16. Excerpts
  17. 17. Excerpts
  18. 18. NoIndex / NoFollow <ul><ul><li>NoIndex </li></ul></ul><ul><ul><li><title>Blog Name</title> </li></ul></ul><ul><ul><li><meta name=&quot;robots&quot; content=&quot;noindex, nofollow,&quot; /> </li></ul></ul><ul><ul><li>NoFollow </li></ul></ul><ul><ul><li><a rel=&quot;nofollow&quot; href=&quot;http://www.cnn.com&quot; />CNN</a> </li></ul></ul>
  19. 19. NoIndex / NoFollow <ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Day </li></ul></ul><ul><ul><li>Month </li></ul></ul><ul><ul><li>Year </li></ul></ul><ul><ul><li>Sub Pages </li></ul></ul>
  20. 20. NoIndex / NoFollow <ul><ul><li>Categories </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Day </li></ul></ul><ul><ul><li>Month </li></ul></ul><ul><ul><li>Year </li></ul></ul><ul><ul><li>Sub Pages </li></ul></ul>
  21. 21. Robots.txt <ul><li>User-agent: * </li></ul><ul><li>Disallow: /tags/ </li></ul><ul><li>Disallow: /archives/ </li></ul><ul><li>Disallow: /author/ </li></ul><ul><li>Disallow: /etc…/ </li></ul>
  22. 22. Restricted Content <ul><li>First Click Free </li></ul><ul><li>k </li></ul><ul><li>To include highly relevant content in Google's search index. </li></ul><ul><li>To provide promotion and discovery for pulishers with restricted content. </li></ul>
  23. 23. The Walled Garden
  24. 24. The Public Park
  25. 25. Case Study: TheHeart.org <ul><ul><li>WebMD Property </li></ul></ul><ul><ul><li>Registration Wall Model </li></ul></ul><ul><ul><li>Implemented FCF in July 2009 </li></ul></ul><ul><ul><li>Registrations > Doubled in 1 Week </li></ul></ul><ul><ul><li>Registrations Remained Constant </li></ul></ul>
  26. 26. SEO Plugins & Themes <ul><ul><li>All in One SEO Pack (free) </li></ul></ul><ul><ul><li>Thesis Theme </li></ul></ul><ul><ul><li>Genesis Theme </li></ul></ul><ul><ul><li>MemberWing (FCF) </li></ul></ul>
  27. 27. Social Media Optimization
  28. 28. SMO - Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul><ul><ul><li>Choice of FB Features </li></ul></ul><ul><ul><ul><li>Like Button, Share This, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Social Graph </li></ul></ul>
  29. 29. SMO - Facebook Connect <ul><ul><li>Lollapalooza: 99% morePage Views </li></ul></ul><ul><ul><li>Gawker: 45% increase in registrations week over week </li></ul></ul><ul><ul><li>Joost: 30% more videos,15% more comments, and 38% more friend invites. </li></ul></ul><ul><ul><li>-- Source: Facebook 2010 </li></ul></ul>
  30. 30. SMO - Facebook Connect
  31. 31. SMO - Facebook Connect
  32. 32. FB Connect Plugins <ul><ul><li>Simple Facebook Connect (3.0.1) </li></ul></ul><ul><ul><li>Faux Facebook Connect (2.9.2) </li></ul></ul><ul><ul><li>Gigya Socialize (2.9.2) </li></ul></ul><ul><ul><li>Status Updater (2.9.2) </li></ul></ul>
  33. 33. Plugins & Themes <ul><li>SocialEd.org/ wcmtl </li></ul>
  34. 34. Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>SocialEd.org/wcmtl </li></ul>

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