Making Sense of Search
Engine Optimization (SEO)
For WordPress!
Complete Slide Deck: http://bourn.co/2014-wcsea-seo
Copyri...
Meet Your Moderator!
!   Designer for 15 years, designing custom
WordPress sites since 2008!
!   Co-Owner of Bourn Creativ...
Panel Overview!
!   Joyce Grace | @thoughtsofjoyce!
!   Content Strategy For SEO!
–  Owner, Clicks Online Marketing!
–  In...
Panel Overview!
!   Heather Johnson!
!   On Page SEO!
–  Owner, Johnsonium Web Solutions!
–  Tech teacher and trainer, hel...
Panel Overview!
!   Michelle Castillo | @michellecasti!
!   How Your Site Looks In The Search Results!
–  Owner, Castillo ...
Panel Overview!
!   Scott Eklund | @seklund!
!   Video SEO!
–  Seasoned marketer with SEO and SEM
experience!
–  Works wit...
The	
  5	
  Ws	
  and	
  H	
  of	
  Content	
  
Strategy	
  for	
  SEO	
  
www.joycegrace.ca	
  
@thoughtso<oyce	
  
Insta...
WHO	
  
•  You!	
  You	
  need	
  to	
  be	
  a	
  personality	
  online.	
  
–  Put	
  your	
  photo	
  online.	
  Too	
 ...
“tweets	
  from	
  Paige,	
  Archana	
  and	
  Madeline”	
  
WHAT	
  
•  Keyword-­‐based	
  topics:	
  	
  
– No	
  I	
  don’t	
  mean	
  keyword	
  stuffing.	
  
– Write	
  for	
  SEO	...
“When	
  you	
  make	
  something	
  you	
  make	
  
something	
  else”	
  
“…You	
  can	
  not	
  not	
  make	
  somethin...
WHAT	
  Cont’d	
  
	
  
Repeat	
  ager	
  me:	
  	
  
	
  
“My	
  industry	
  is	
  not	
  boring.”	
  
WHAT	
  Cont’d	
  
•  What	
  drives	
  you	
  crazy?	
  (Those	
  are	
  awesome	
  
topics).	
  
•  What	
  are	
  you	
...
WHAT	
  Cont’d	
  
– FAQs:	
  
•  “We	
  use	
  this	
  exact	
  strategy	
  with	
  our	
  Crazy	
  Egg	
  
support	
  se...
WHAT	
  Cont’d	
  	
  
– Case	
  studies:	
  
•  What	
  can	
  your	
  audience	
  LEARN	
  about	
  your	
  
past	
  pro...
Case	
  study	
  of	
  a	
  case	
  study:	
  	
  
Joyce	
  got	
  a	
  client	
  from	
  this.	
  Seriously.	
  NoIce	
  ...
Case	
  study	
  of	
  a	
  case	
  study:	
  	
  
Joyce	
  also	
  got	
  a	
  client	
  from	
  this.	
  	
  
WHAT	
  Cont’d	
  	
  
– As	
  it	
  pertains	
  to	
  blogging:	
  	
  
•  Do	
  not	
  promote.	
  Do	
  not	
  promote....
WHEN	
  
•  When	
  somethin’s	
  happenin’	
  	
  
– Check	
  Google	
  Trends:	
  
•  “I	
  will	
  only	
  write	
  on	...
WHEN	
  
•  Regularly	
  enough,	
  whatever	
  that	
  means	
  to	
  
you.	
  
•  At	
  least	
  as	
  much	
  as	
  you...
WHERE	
  
•  On	
  YOUR	
  website,	
  first	
  and	
  foremost.	
  	
  
•  Rule	
  of	
  thumb:	
  pages	
  are	
  for	
  ...
WHY	
  
•  To	
  show	
  how	
  smart	
  and	
  awesome	
  you	
  are.	
  
•  It	
  costs	
  less	
  than	
  paying	
  for...
WHY	
  Cont’d	
  
•  You	
  need	
  SEO	
  “authority”:	
  People	
  link	
  to	
  
and	
  share	
  content,	
  not	
  sal...
WHY	
  Cont’d	
  
•  MUST	
  WATCH	
  video:	
  
“Blogging	
  for	
  Startups”	
  with	
  Hiten	
  Shah	
  of	
  
KissMetr...
HOW	
  
•  Use	
  WordPress.	
  It’s	
  the	
  bee’s	
  knees.	
  
•  WordPress	
  has	
  Post	
  Formats	
  to	
  make	
 ...
HOW	
  Cont’d 	
  	
  
•  Yes	
  word	
  count	
  maNers.	
  Write	
  long,	
  as	
  long	
  as	
  
you	
  can.	
  At	
  l...
HOW	
  Cont’d	
  
•  ParIcipate	
  in	
  comments	
  on	
  site	
  and	
  off	
  site.	
  
•  Subscribe	
  to	
  menIon	
  ...
There’s	
  so	
  much	
  more	
  to	
  say!	
  
And	
  yet,	
  so	
  liNle	
  Ime	
  	
  
:)	
  
 	
  
www.joycegrace.ca	
  
@thoughtso<oyce	
  
Instagram.com/joyceontheweb	
  
Linkedin.com/in/joyceontheweb	
  
	
  
hNp...
Quick Recap:

Content Strategy For

Smart SEO!
Panelist: Joyce Grace | @thoughtsofjoyce
Copyright © 2014 Bourn Creative. A...
Recap:!
!   Use your name, be you online! People want to
do business and connect with people (you)!
!   Focus on keyword-b...
Recap:!
!   Google Trends and Industry hot spots are
great for finding content ideas!
!   Write as often as your competitor...
Content Driven
SEO
Using Page Content To Your Advantage
Define Yourself To Stand Out From The
Crowd
Make your list of search phrases first.
Meaningful Words and Phrases
Include keywords and break information into chunks for headlines.
Default Twenty Fourteen Theme
No extra SEO options in the default theme.
Tagging Your Content
Use “alt” and “title” tags to let search engines see your content.
Media Edited For SEO
Keyword rich phrases for title and alternative text.
Editing With “Add Media” On Page
Another place to edit the Title and Alt Text.
Insert Link Title When Creating Links
Use keywords and phrases to add a title.
Copyright© 2014BournCreative.AllRights
Rese...
Use The Text Editor To Add Alt Text
A Title is better than nothing but Alt Text helps.
Evaluate Your Content
Balance keywords, length and focus. Is it usable?
Quick Recap:

Content Driven SEO

(On-Page SEO)!
Panelist: Heather Johnson
Copyright © 2014 Bourn Creative. All Rights Res...
Recap:!
!   Define yourself/your site online, including the
search phrases you’ll focus on!
!   Each page/post needs a uniq...
Recap:!
!   Images can also have titles added for further
description (not same as alt text)!
!   Optimize links with anch...
This	
  presentation	
  can	
  be	
  found	
  here:	
  	
  http://tinyurl.com/wordpress90	
  
Connect	
  With	
  Me:	
  
E...
From	
  search	
  to	
  purchase	
  
1	
  
•  Potential	
  client	
  looking	
  for	
  your	
  services	
  or	
  products	...
Which	
  one	
  will	
  you	
  click	
  on	
  first?	
  
Search	
  results	
  can	
  take	
  one	
  of	
  
many	
  formats	
  
Rich	
  Snippets	
  driven	
  by	
  Micro	
  data	
  
markup	
  
How	
  does	
  your	
  site	
  look	
  on	
  the	
  search	
  
results?	
   site:wpinsider.org	
  
You	
  can	
  find	
  ou...
A	
  not-­‐that-­‐great	
  examples	
  
site:romsesarchitects.com	
  
Factors	
  that	
  impact	
  the	
  way	
  the	
  
snippet	
  looks	
  like	
  
— Title	
  tag	
  &	
  Meta	
  descriptio...
Title	
  Tags	
  and	
  meta	
  descripIon	
  
Title	
  Tag	
  
Meta	
  Description	
  
WordPress	
  SEO	
  plugin	
  –	
  Post	
  Level	
  
Do	
  not	
  forget!	
  -­‐	
  Sevng	
  Title	
  and	
  Meta	
  
DescripIon	
  for	
  your	
  homepage	
  
Claim	
  your	
  Authorship	
  
—  Set	
  up	
  your	
  Google+	
  Account	
  correctly	
  and	
  link	
  it	
  to	
  
yo...
Authorship	
  -­‐	
  Caveat	
  
—  Google+	
  Authorship	
  should	
  only	
  be	
  used	
  on	
  blog	
  
posts	
  and	
...
Publisher	
  Markup	
  
Used	
  to	
  establish	
  a	
  link	
  between	
  a	
  Google+	
  Page	
  and	
  a	
  your	
  web...
Publisher	
  Markup	
  for	
  Local	
  
Business	
  
Conclusion	
  
—  It	
  is	
  not	
  enough	
  the	
  rank	
  high	
  on	
  the	
  search	
  results.	
  	
  
—  You	
  ...
Connect	
  With	
  Me:	
  
Email:	
  Michelle@CastilloMediaGroup.com	
  
LinkedIn	
  
Twitter	
  
Facebook	
  (	
  Feel	
 ...
Quick Recap:

How Your Site Looks

In The Search Results!
Panelist: Michelle Castillo | @MichelleCasti
Copyright © 2014 Bo...
Recap:!
!   Consumers search for solutions, review and
compare results, then decide what to click!
!   Be the listing they...
Recap:!
!   Use WordPress SEO plugin by Yoast!
!   Don’t forget to set your home page HTML

title and meta description!
! ...
PRESENTED BY Scott Eklund
Successful Video Marketing
Strategies Using WordPress
Why Video?
High Return on Investment
Source: CopyPress - “2013 State of Content Marketing Study”
11.3
17
21.6
27.9
29.7
36
37.8
45.6
...
Consumers Connect With Video
•  90% of online shoppers find video useful
•  80% recall video on a website
•  Video blog po...
Show Your
Personality!
Three Goals of Online Marketing
•  Conversions
•  Traffic
•  Brand equity
Resources and Slides available at fliptopmedia.c...
Increase Brand Equity
Resources and Slides available at fliptopmedia.com/wordcamp
Increase Traffic
Resources and Slides available at fliptopmedia.com/wordcamp
Increase Conversions
Resources and Slides available at fliptopmedia.com/wordcamp
The Whole Enchilada
Resources and Slides available at fliptopmedia.com/wordcamp
Types of Video
•  Explainer
•  How-to
•  Interview
•  Testimonial
•  Promotion
Resources and Slides available at fliptopme...
Your Goal
•  Show what makes you different
•  Show what makes you better
•  Show what your product or service does
Resourc...
Common Complaints
•  Not enough money
•  Not enough time
•  Not enough knowledge
Resources and Slides available at fliptop...
Not Enough Money
•  Video can be created from free to $2000
•  54% have monthly budgets over $500
•  24% have monthly budg...
Not Enough Time
•  Veed
•  Wooshi
•  User Farm
Resources and Slides available at fliptopmedia.com/wordcamp
Not Enough Knowledge
•  Lynda
•  Final Cut King
•  Izzy Video
Resources and Slides available at fliptopmedia.com/wordcamp
DIY Solution
•  DSLR
•  Tripod
•  Lapel Mic
•  Lighting Setup
•  Camtasia Studio
•  Under $1000
Resources and Slides avail...
What You Need
•  Yoast SEO (Free)
•  Yoast Video SEO ($69)
•  Wistia Video Hosting (Free)
Resources and Slides available a...
Wistia Search Result
Resources and Slides available at fliptopmedia.com/wordcamp
Your Website
Resources and Slides available at fliptopmedia.com/wordcamp
YouTube Search Result
Resources and Slides available at fliptopmedia.com/wordcamp
YouTube Website
Resources and Slides available at fliptopmedia.com/wordcamp
How To Embed Wistia Videos Step 1
Resources and Slides available at fliptopmedia.com/wordcamp
How To Embed Wistia Videos Step 2
Resources and Slides available at fliptopmedia.com/wordcamp
How To Embed Wistia Videos Step 3
Resources and Slides available at fliptopmedia.com/wordcamp
How To Embed Wistia Videos Step 4
Resources and Slides available at fliptopmedia.com/wordcamp
THANK YouResources: fliptopmedia.com/wordcamp
Twitter: @seklund
LinkedIn: linkedin.com/in/seklund
Quick Recap:

Video Marketing And

SEO With WordPress!
Panelist: Scott Eklund | @seklund
Copyright © 2014 Bourn Creative. ...
Recap:!
!   Video provides a high return on investment!
–  Allows you to better connect with consumers!
–  Showcases perso...
Recap:!
!   Types of video include:!
–  Explainer!
–  How to!
–  Interview!
!   From free to high end, everyone can do vid...
Have Questions?

Need Help?

Ask The Panel!!
Complete Slide Deck: http://bourn.co/2014-wcsea-seo
Copyright © 2014 Bourn Cr...
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Word Camp Seattle SEO Panel 2014

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2014 Word Camp Seattle panel on WordPress SEO, and natural, organic search engine optimization strategies. Moderated by Jennifer Bourn, panelists Joyce Grace, Heather Johnson, Michelle Castillo, and Scott Eklund each deliver 7 minute mini talks on content strategy for SEO, on page optimization techniques, sculpting your search engine results page listings, and video SEO. This deck includes slides from all panelists' mini talks and recaps of key points.

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Word Camp Seattle SEO Panel 2014

  1. 1. Making Sense of Search Engine Optimization (SEO) For WordPress! Complete Slide Deck: http://bourn.co/2014-wcsea-seo Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  2. 2. Meet Your Moderator! !   Designer for 15 years, designing custom WordPress sites since 2008! !   Co-Owner of Bourn Creative, Genesis recommended developers! !   SEO Series: http://bourn.co/natural-seo! !   @jenniferbourn! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  3. 3. Panel Overview! !   Joyce Grace | @thoughtsofjoyce! !   Content Strategy For SEO! –  Owner, Clicks Online Marketing! –  Internet Marketer who makes WordPress web sites and blogs! –  Provides search engine optimization (SEO) services and consulting! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  4. 4. Panel Overview! !   Heather Johnson! !   On Page SEO! –  Owner, Johnsonium Web Solutions! –  Tech teacher and trainer, helping people get comfortable and confident online! –  Translating Geek to English! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  5. 5. Panel Overview! !   Michelle Castillo | @michellecasti! !   How Your Site Looks In The Search Results! –  Owner, Castillo Media Group! –  A true techie and mechanical engineer! –  Has lead software development teams in Tokyo, Paris, and Michigan! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  6. 6. Panel Overview! !   Scott Eklund | @seklund! !   Video SEO! –  Seasoned marketer with SEO and SEM experience! –  Works with authors, doctors, entrepreneurs, and small businesses! –  Focus on increasing traffic and conversions! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  7. 7. The  5  Ws  and  H  of  Content   Strategy  for  SEO   www.joycegrace.ca   @thoughtso<oyce   Instagram.com/joyceontheweb  
  8. 8. WHO   •  You!  You  need  to  be  a  personality  online.   –  Put  your  photo  online.  Too  shy?  Deal  with  it.   –  Have  personal  social  media  accounts  as  well  as   business  ones.   –  Publish  arIcles  on  YOUR  site  under  YOUR  name.   –  Part  of  a  company?  Put  a  face  to  it.     I’ll  prove  it  to  you!   –  hNp://blog.crazyegg.com/2014/03/08/personal-­‐ brand/    
  9. 9. “tweets  from  Paige,  Archana  and  Madeline”  
  10. 10. WHAT   •  Keyword-­‐based  topics:     – No  I  don’t  mean  keyword  stuffing.   – Write  for  SEO  but  don’t  sound  like  it.   – Must  read:   hNps://managewp.com/wriIng-­‐for-­‐seo     •  SoluIons  to  problems  your  audience  has:   – “Rework”  idea:  use  the  byproducts  of  your   business.  (Joyce’s  strategy:  it’s  probably  already  in   your  e-­‐mail).    
  11. 11. “When  you  make  something  you  make   something  else”   “…You  can  not  not  make  something  else.   Everything  has  a  by  -­‐product.  Observant  and   creaIve  entrepreneurs  spot  these  by-­‐products   and  see  opportuniIes.”        -­‐Jason  Fried,  hNps://signalvnoise.com/posts/ 1620-­‐sell-­‐your-­‐by-­‐products  
  12. 12. WHAT  Cont’d     Repeat  ager  me:       “My  industry  is  not  boring.”  
  13. 13. WHAT  Cont’d   •  What  drives  you  crazy?  (Those  are  awesome   topics).   •  What  are  you  passionate  about?   •  What  do  you  think  everyone  is  so  wrong  about?   •  What  hasn’t  already  been  covered?   •  Where  are  people  presenIng  a  problem  but   without  a  soluIon?   •  What  expert  can  you  interview?   •  What  products  can  you  test?   •  What  are  you  working  on  right  now?  What  have   you  learned?  
  14. 14. WHAT  Cont’d   – FAQs:   •  “We  use  this  exact  strategy  with  our  Crazy  Egg   support  secIon,  and  we  were  able  to  drive  an   extra  4,108  visitors  a  month  to  our  site.   Roughly  82  of  those  visitors  tend  to  convert   into  paying  customers.”   » Neil  Patel,   hNp://www.quicksprout.com/2014/01/20/7-­‐ smart-­‐ways-­‐to-­‐combine-­‐content-­‐markeIng-­‐ with-­‐seo-­‐for-­‐more-­‐qualified-­‐search-­‐traffic/  
  15. 15. WHAT  Cont’d     – Case  studies:   •  What  can  your  audience  LEARN  about  your   past  projects?   •  How  can  you  incorporate  keywords  into  your   case  studies?  (Hint:  don’t  Itle  them  by  client   name!)  
  16. 16. Case  study  of  a  case  study:     Joyce  got  a  client  from  this.  Seriously.  NoIce  the  keyword  usage?  
  17. 17. Case  study  of  a  case  study:     Joyce  also  got  a  client  from  this.    
  18. 18. WHAT  Cont’d     – As  it  pertains  to  blogging:     •  Do  not  promote.  Do  not  promote.  Do  not   promote.  No  one  cares.  Like  really,  I  mean  no   one.   •  No  one  cares  you  launched  a  new  website.     •  No  one  cares  you  went  to  a  tradeshow.     •  No  one  cares  you  hired  someone.     •  No  one  cares  about  YOU.     •  Start  wriIng  about  YOUR  CUSTOMERS’  NEEDS.  
  19. 19. WHEN   •  When  somethin’s  happenin’     – Check  Google  Trends:   •  “I  will  only  write  on  topics  that  are  trending  up  and  to   the  right.  If  you  write  on  topics  that  are  dying  down,   you  will  see  that  those  pages  will  conInuously  get  less   and  less  traffic.”   »  Neil  Patel,   hNp://www.quicksprout.com/2014/01/20/7-­‐smart-­‐ways-­‐ to-­‐combine-­‐content-­‐markeIng-­‐with-­‐seo-­‐for-­‐more-­‐ qualified-­‐search-­‐traffic/   – Check  your  industry’s  hot  spots!     •  E.g.  Joyce  pushed  to  get  this  published  early:   hNps://managewp.com/slider-­‐alternaIves  because  this   came  out:  hNps://yoast.com/opinion-­‐on-­‐sliders/  
  20. 20. WHEN   •  Regularly  enough,  whatever  that  means  to   you.   •  At  least  as  much  as  your  compeIIon,  if  not   more.   •  hNp://www.seobook.com/learn-­‐seo/infographics/ great-­‐seo.php   •  When  social  media  is  booming.     •  (Buddy  media  does  studies  on  the  best  days  to   post.  It  changes.  Google  it.)   •  hNp://mashable.com/2012/09/28/marketers-­‐ facebook-­‐wrong/    
  21. 21. WHERE   •  On  YOUR  website,  first  and  foremost.     •  Rule  of  thumb:  pages  are  for  selling,  blogs  are  for   being  helpful  humans.   •  On  other  websites.  Yes,  you  can  sIll  guest  blog:     –  hNp://www.quicksprout.com/2014/05/05/how-­‐to-­‐find-­‐the-­‐best-­‐ places-­‐to-­‐guest-­‐blog/   •  In  your  newsleNer,  if  you  have  permission.     *Do  not  duplicate  content  on  mulIple  pages.  Unless  you  know  how  to  use   canonicalizaIon:   hNp://moz.com/blog/rel-­‐confused-­‐answers-­‐to-­‐your-­‐rel-­‐canonical-­‐quesIons     Or  just  don’t.    
  22. 22. WHY   •  To  show  how  smart  and  awesome  you  are.   •  It  costs  less  than  paying  for  traffic.   – hNp://www.joycegrace.ca/2013/02/the-­‐roi-­‐ on-­‐blogging-­‐vs-­‐adwords/   •  It  builds  index  count.   •  Content  works.  Search  Engine  Land  says  so:   hNp://searchengineland.com/seotable  
  23. 23. WHY  Cont’d   •  You  need  SEO  “authority”:  People  link  to   and  share  content,  not  sales  pages.   – “What  I’ve  found  is  that  content  markeIng   is  the  soluIon  to  gaining  DA.”   » Neil  Patel,   hNp://www.quicksprout.com/2014/05/19/5-­‐ pracIcal-­‐steps-­‐to-­‐improving-­‐your-­‐websites-­‐ domain-­‐authority     – DA  =  Domain  Authority.  
  24. 24. WHY  Cont’d   •  MUST  WATCH  video:   “Blogging  for  Startups”  with  Hiten  Shah  of   KissMetrics  and  Andrew  Warner  of  Mixergy.     hNp://www.appsumo.com/blogging-­‐for-­‐ startups-­‐video-­‐promo-­‐free/     -­‐How  KissMetrics  got  1  million  visitors  in  10   months;  You’ve  GOT  to  watch  this  video.  
  25. 25. HOW   •  Use  WordPress.  It’s  the  bee’s  knees.   •  WordPress  has  Post  Formats  to  make  content   generaIon  easier  for  you.  Use  them.     – hNps://managewp.com/wordpress-­‐post-­‐formats-­‐ blogging   •  First,  you  just  do  it.     – You  will  find  that’s  easier  said  than  done.   •  So  second,  you  hire  someone  to  do  it  for  you.  
  26. 26. HOW  Cont’d     •  Yes  word  count  maNers.  Write  long,  as  long  as   you  can.  At  least  500  words  a  post,  or  longer   than  your  compeItors.     •  Yes,  grammar  and  spelling  maNers.   •  Here’s  a  guide:   hNp://www.quicksprout.com/2013/10/07/ the-­‐definiIve-­‐guide-­‐to-­‐copywriIng/  
  27. 27. HOW  Cont’d   •  ParIcipate  in  comments  on  site  and  off  site.   •  Subscribe  to  menIon  feeds,  and  ask  for  links!   •  Don’t  be  afraid  of  controversial  topics:   – hNp://weddingbusinesswebsites.com/6-­‐reasons-­‐ wedding-­‐professionals-­‐shouldnt-­‐use-­‐godaddy/   •  It’s  ok  to  be  wrong!!!  We’ve  all  been  wrong  at   least  once  in  our  lives  before.  Your   commenters  will  get  over  it.  
  28. 28. There’s  so  much  more  to  say!   And  yet,  so  liNle  Ime     :)  
  29. 29.     www.joycegrace.ca   @thoughtso<oyce   Instagram.com/joyceontheweb   Linkedin.com/in/joyceontheweb     hNps://managewp.com/author/joyce-­‐grace/   hNp://www.eleganNhemes.com/blog/author/ joyce-­‐grace    
  30. 30. Quick Recap:
 Content Strategy For
 Smart SEO! Panelist: Joyce Grace | @thoughtsofjoyce Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  31. 31. Recap:! !   Use your name, be you online! People want to do business and connect with people (you)! !   Focus on keyword-based topics, but write naturally for your readers! !   Write about solutions to your client’s and customer’s problems (FAQs & Case Studies)! !   It’s not about you, it’s about THEM! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  32. 32. Recap:! !   Google Trends and Industry hot spots are great for finding content ideas! !   Write as often as your competitors (or more)! !   Create awesome content for your site first! !   People share content not sales pages! !   Engage, comment, and converse!! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  33. 33. Content Driven SEO Using Page Content To Your Advantage
  34. 34. Define Yourself To Stand Out From The Crowd Make your list of search phrases first.
  35. 35. Meaningful Words and Phrases Include keywords and break information into chunks for headlines.
  36. 36. Default Twenty Fourteen Theme No extra SEO options in the default theme.
  37. 37. Tagging Your Content Use “alt” and “title” tags to let search engines see your content.
  38. 38. Media Edited For SEO Keyword rich phrases for title and alternative text.
  39. 39. Editing With “Add Media” On Page Another place to edit the Title and Alt Text.
  40. 40. Insert Link Title When Creating Links Use keywords and phrases to add a title. Copyright© 2014BournCreative.AllRights Reserved.|www.bourncreative.com| @jenniferbourn|+JenniferBournBC
  41. 41. Use The Text Editor To Add Alt Text A Title is better than nothing but Alt Text helps.
  42. 42. Evaluate Your Content Balance keywords, length and focus. Is it usable?
  43. 43. Quick Recap:
 Content Driven SEO
 (On-Page SEO)! Panelist: Heather Johnson Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  44. 44. Recap:! !   Define yourself/your site online, including the search phrases you’ll focus on! !   Each page/post needs a unique HTML title! !   Leverage headlines (H tags) for SEO and to make easier to scan! !   Including Alt text (Alternate text) for images is a must for accessibility! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  45. 45. Recap:! !   Images can also have titles added for further description (not same as alt text)! !   Optimize links with anchor text and link title! !   Evaluate your content. Look at length, keywords, focus, helpfulness! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  46. 46. This  presentation  can  be  found  here:    http://tinyurl.com/wordpress90   Connect  With  Me:   Email:  Michelle@CastilloMediaGroup.com   LinkedIn   Twitter   Facebook  (  Feel  Free  to  Like  us  J  )     Website:  WpInsider.org    
  47. 47. From  search  to  purchase   1   •  Potential  client  looking  for  your  services  or  products   •  Your  website  shows  on  the  search  results   2   •  Potential  client  scans  the  search  results   •  Potential  client  decides  to  click  and  come  visit   3   •  Website  content  does  it’s  magic  and  the  visitor  takes   an  action  
  48. 48. Which  one  will  you  click  on  first?  
  49. 49. Search  results  can  take  one  of   many  formats  
  50. 50. Rich  Snippets  driven  by  Micro  data   markup  
  51. 51. How  does  your  site  look  on  the  search   results?   site:wpinsider.org   You  can  find  out  by  typing     site:<yourwebsite.com>     into  the  Google  search  box  
  52. 52. A  not-­‐that-­‐great  examples   site:romsesarchitects.com  
  53. 53. Factors  that  impact  the  way  the   snippet  looks  like   — Title  tag  &  Meta  description   — Authorship  markup   — Publisher  markup   — Schema  markup   — Google  mood  of  the  day  
  54. 54. Title  Tags  and  meta  descripIon   Title  Tag   Meta  Description  
  55. 55. WordPress  SEO  plugin  –  Post  Level  
  56. 56. Do  not  forget!  -­‐  Sevng  Title  and  Meta   DescripIon  for  your  homepage  
  57. 57. Claim  your  Authorship   —  Set  up  your  Google+  Account  correctly  and  link  it  to   your  content.  On  the  right-­‐hand  side  of  the  Google+   profile  page,  you  will  see  a  place  to  add  “Contributor   To”  links.  Add  a  link  to  your  website  here.     —  Connect  the  content  of  Your  Website  to  Your  Google+   Profile  –  Easy  if  you  use  WordPress  SEO  plugin     —  Test:  Google  Rich  Snippet  Verification  
  58. 58. Authorship  -­‐  Caveat   —  Google+  Authorship  should  only  be  used  on  blog   posts  and  individually  authored  content  on  your   website,  and  not  on  home  pages   —  If  you  are  using  WordPress  SEO  plugin,  you  may  have   unintentionally  broken  this  rule  .  The  good  news:  he   latest  version  of  the  plugin,  removes  the  ability  for   website  owners  to  setup  authorship  for  their  website’s   homepage.    
  59. 59. Publisher  Markup   Used  to  establish  a  link  between  a  Google+  Page  and  a  your  website     To  add  Publisher  markup  to  your  website,  add  the  following  to  your  home   page:  <link  href="https://plus.google.com/{plusPageUrl}"  rel="publisher"  />      
  60. 60. Publisher  Markup  for  Local   Business  
  61. 61. Conclusion   —  It  is  not  enough  the  rank  high  on  the  search  results.     —  You  need  to  keep  an  eye  on  the  way  your  site  shows   on  search  results.   If  you  want  to  learn  more  about  the  technical  aspect   you  may  download  my  eBook  “8  Actions  You  Can   Take  RIGHT  NOW  to  Optimize  Your  WordPress   Website”  here  wpinsider.org/word-­‐camp   (  No  opt-­‐in  required,  will  be  available  until  July  31st  )  
  62. 62. Connect  With  Me:   Email:  Michelle@CastilloMediaGroup.com   LinkedIn   Twitter   Facebook  (  Feel  Free  to  Like  us  J  )     Website:  :  WpInsider.org      
  63. 63. Quick Recap:
 How Your Site Looks
 In The Search Results! Panelist: Michelle Castillo | @MichelleCasti Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  64. 64. Recap:! !   Consumers search for solutions, review and compare results, then decide what to click! !   Be the listing they want to click! !   Leverage rich snippets through micro data markup to maximize search result page listing! –  HTML title & meta description, Google authorship, publisher, and schema markup! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  65. 65. Recap:! !   Use WordPress SEO plugin by Yoast! !   Don’t forget to set your home page HTML
 title and meta description! !   High rankings no longer enough, listings must also look great and be helpful/compelling! !   See how your site’s indexed pages look:! –  site:yourdomain.com! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  66. 66. PRESENTED BY Scott Eklund Successful Video Marketing Strategies Using WordPress
  67. 67. Why Video?
  68. 68. High Return on Investment Source: CopyPress - “2013 State of Content Marketing Study” 11.3 17 21.6 27.9 29.7 36 37.8 45.6 51.9 62.2 0 10 20 30 40 50 60 70 Motion Graphics Illustrations Buyers Guides Infographics Sales Copy Interactive Media Photos White Papers Video Featured Articles
  69. 69. Consumers Connect With Video •  90% of online shoppers find video useful •  80% recall video on a website •  Video blog posts get 3 times as many links Sources available at fliptopmedia.com/wordcamp
  70. 70. Show Your Personality!
  71. 71. Three Goals of Online Marketing •  Conversions •  Traffic •  Brand equity Resources and Slides available at fliptopmedia.com/wordcamp
  72. 72. Increase Brand Equity Resources and Slides available at fliptopmedia.com/wordcamp
  73. 73. Increase Traffic Resources and Slides available at fliptopmedia.com/wordcamp
  74. 74. Increase Conversions Resources and Slides available at fliptopmedia.com/wordcamp
  75. 75. The Whole Enchilada Resources and Slides available at fliptopmedia.com/wordcamp
  76. 76. Types of Video •  Explainer •  How-to •  Interview •  Testimonial •  Promotion Resources and Slides available at fliptopmedia.com/wordcamp
  77. 77. Your Goal •  Show what makes you different •  Show what makes you better •  Show what your product or service does Resources and Slides available at fliptopmedia.com/wordcamp
  78. 78. Common Complaints •  Not enough money •  Not enough time •  Not enough knowledge Resources and Slides available at fliptopmedia.com/wordcamp
  79. 79. Not Enough Money •  Video can be created from free to $2000 •  54% have monthly budgets over $500 •  24% have monthly budgets over $3,000 Source: Moz 2014 Marketers Survey
  80. 80. Not Enough Time •  Veed •  Wooshi •  User Farm Resources and Slides available at fliptopmedia.com/wordcamp
  81. 81. Not Enough Knowledge •  Lynda •  Final Cut King •  Izzy Video Resources and Slides available at fliptopmedia.com/wordcamp
  82. 82. DIY Solution •  DSLR •  Tripod •  Lapel Mic •  Lighting Setup •  Camtasia Studio •  Under $1000 Resources and Slides available at fliptopmedia.com/wordcamp
  83. 83. What You Need •  Yoast SEO (Free) •  Yoast Video SEO ($69) •  Wistia Video Hosting (Free) Resources and Slides available at fliptopmedia.com/wordcamp
  84. 84. Wistia Search Result Resources and Slides available at fliptopmedia.com/wordcamp
  85. 85. Your Website Resources and Slides available at fliptopmedia.com/wordcamp
  86. 86. YouTube Search Result Resources and Slides available at fliptopmedia.com/wordcamp
  87. 87. YouTube Website Resources and Slides available at fliptopmedia.com/wordcamp
  88. 88. How To Embed Wistia Videos Step 1 Resources and Slides available at fliptopmedia.com/wordcamp
  89. 89. How To Embed Wistia Videos Step 2 Resources and Slides available at fliptopmedia.com/wordcamp
  90. 90. How To Embed Wistia Videos Step 3 Resources and Slides available at fliptopmedia.com/wordcamp
  91. 91. How To Embed Wistia Videos Step 4 Resources and Slides available at fliptopmedia.com/wordcamp
  92. 92. THANK YouResources: fliptopmedia.com/wordcamp Twitter: @seklund LinkedIn: linkedin.com/in/seklund
  93. 93. Quick Recap:
 Video Marketing And
 SEO With WordPress! Panelist: Scott Eklund | @seklund Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  94. 94. Recap:! !   Video provides a high return on investment! –  Allows you to better connect with consumers! –  Showcases personality! !   Video can grow brand equity and increase traffic and conversions! !   Use video to show how you’re different, better, and what your product does! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!
  95. 95. Recap:! !   Types of video include:! –  Explainer! –  How to! –  Interview! !   From free to high end, everyone can do video! !   Use Yoast WordPress SEO and Video SEO plugins, as well as Wistia video hosting! Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC! –  Testimonial! –  Promotional!
  96. 96. Have Questions?
 Need Help?
 Ask The Panel!! Complete Slide Deck: http://bourn.co/2014-wcsea-seo Copyright © 2014 Bourn Creative. All Rights Reserved. | www.bourncreative.com | @jenniferbourn | +JenniferBournBC!

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