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2012 WordCamp Atlanta - SEO & WordPress Presentation

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SEO & WordPress: Do this, not that for the small business owner or solopreneur (do-it-yourself techniques that work). For more visit http://www.JennyMunn.com

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2012 WordCamp Atlanta - SEO & WordPress Presentation

  1. 1. SEO & WordPress: Do this, not that(for the small business owner or solopreneur) By: Jenny Munn | www.JennyMunn.com | Jenny@JennyMunn.com | @JennyMunn
  2. 2. SEO & WordPress: Do this, not that for the small business owner or solopreneur SEO: A Necessary Evil? Source: SEOmoz
  3. 3. Why SEO Is So Darn Confusing Canonical Tags… HUH?!?! “rel=”nofollow”“Canonical tags (todistinguish a canonical url) Meta Tagscan also be used on a pagelevel in the meta tags of a Geo-Targetingwebsite to create a preferredlanding page.” Robots.txt XML Sitemaps <head> tag Panda Update
  4. 4. SEO & WordPress: Do this, not that for the small business owner or solopreneur
  5. 5. SEO & WordPress: Do this, not that for the small business owner or solopreneurWho Am I?
  6. 6. SEO & WordPress: Do this, not that for the small business owner or solopreneur
  7. 7. SEO & WordPress: Do this, not that for the small business owner or solopreneur DIY SEO + WordPress = LOVE• Levels the SEO playingfield• Empowers us as businessowners• Plugins, Plugins, Plugins
  8. 8. • SEO & WordPress: Do this, not that for the small business owner or solopreneurPhases of SEO Phase 3 Phase 2 Create PHASE 1 On-page Content  Don’t be Optimization intimidated Pages by SEO Understand Linkbuilding  Keyword Anchor Text Advanced Research Get Google Social Media  Competitive Analytics Up Strategy & Research Strongly Execution  Create Title consider Community Tags and Blogging Descriptions building
  9. 9. SEO & WordPress: Do this, not that for the small business owner or solopreneur Session BreakdownSession 1: Session 2:1.Keyword 1. Titles tags and descriptions research 2. On-page optimization 3. Google Analytics2.Competitive 4. Blogging research 5. Off-page tactics/Linkbuilding
  10. 10. Understanding Keywords Ex. #1: Marketing Magician When I say “I’ll make your profits appear out “keyword,” I of think air.” REALLY mean “keyphrase.” Ex. #2: “I want to be known for Blogification {or insert made up word here}. Can that be my keyword?”
  11. 11. Understanding KeywordsKeywords have nothing to do withyour brand, your creativity, or what YOU want to be known for. Period. The End.
  12. 12. Step 1: Keyword BrainstormStep #1: Develop a List of Keyword Prospects• Yourself: 2-minute exercise• Brainstorm with others: ask others what they would type into Google if they were looking for your services• Think about your customers: what words do they use to describe you/your business?• Competition Keywords: •Content maven? •Freelance Copywriter? •E-marketing specialist? •Marketing consultant? •Business Writer?
  13. 13. Phase 1: Keywords Step #2: Verify Keywords(aka go to Free Google Keywords Tool)
  14. 14. Competitive Research
  15. 15. Why CompetitiveResearch Matters -Large companies have the benefit of an SEO team
  16. 16. Is Location Important To Your Business?• Example #1: Bankruptcy • Example #2: Copywriter vs. Lawyer Atlanta Copywriter – “I want to rank for ‘Help I’m in Debt’
  17. 17. Keyword Research Tips • Put in lots of combinations of words into your research tool • Look for the hidden gems (LOW Competition, HIGH Search Count)• Transfer all the reasonable keyword choices to an excel spreadsheet • Prioritize your list->assign keywords to specific website pages
  18. 18. Keyword Research Mistakes• Trying to rank for 100 strategic keywords (pick between 5-15)• Selecting 5 keywords per page (only 2-3 keywords)• Not knowing your competition (keyword competition)• Choosing a keyword that has no relevance to your site
  19. 19. Danger - Important Tip The most important thing is to get started. A half decent keyword is better than NO keyword
  20. 20. Next Steps: Easy as 1,2,3…#1: Write down all • #2: Pick 1-2 keywords for the website pages EACH page (depends on you have (or the how much copy is on the pages you are page) going to optimize for) #3: Map out your pages/keyword strategy You don’t optimize a WEBSITE. You optimize PAGES. Each page is its own entity.
  21. 21. Phase 1:Title Tags &Description Tags
  22. 22. Phase 1:Title Tags & Description Tags
  23. 23. Phase 1: Title TagsMake TitleTags Your New BFF
  24. 24. SEO Tip #1:How to find the title tagof a website you’re on… SEO Tip #2: Remember – SEO is NOT about you or your brand. Put your company name last You only have 60-70 visible characters in the Title Tag
  25. 25. Meta Description Tag
  26. 26. Title Tags & Description Tags Track your titles and descriptions in a worksheet
  27. 27. Phase 2:Understand andApply On-Page Optimization
  28. 28. SEO On Page Optimization Gone Wild If you need career counseling, look for a professional counselor. Career counselingcan help you in many ways. The first benefitof career counseling is finding a job quickly. Career counseling can also help you avoidmaking interviewing mistakes that cost you the job. When you need career counseling services, don’t hesitate to call the best career counselor in Atlanta.
  29. 29. On-PageOptimization Photo courtesy of SEOmoz
  30. 30. WordPress SEO Plugins
  31. 31. On-Page Optimization – Body Copy
  32. 32. On-Page Optimization: Anchor Text
  33. 33. On-Page Optimization: Anchor Text
  34. 34. On-Page Optimization: ALT-tags
  35. 35. On-Page Optimization Rule: Always write for the reader! NO exceptions
  36. 36. How Do I Know If My SEO Is Working? Enter Google Analytics
  37. 37. Google Analytics
  38. 38. I HEART Blogging on WordPress (and SEO hearts blogging too)
  39. 39. Phase 3:Off-page Tactics(aka the dreaded Linkbuilding) Have I lost you yet?
  40. 40. I’m Hungry…(Let’s Talk Linkbuilding) What’s more credible: • No reviews? • A review that’s been paid for? • 2 restaurants who agree to give each other good reviews? • A fellow Atlanta foodie? • A review from USA Today?
  41. 41. Linkbuilding 101• Search engines WANT to return credible results that will be helpful• Google takes into account reviews links to your website and web pages when determining rankings• Just like reviews, not all links are created equal• To get a link, you must do (or write) something link-worthy
  42. 42. Linkbuilding Examples Example #1: Practice SafeSite Example #2: Yours Truly
  43. 43. Is SEO Right For You?Are your customers the type that would turn to search engines to find you? – Fiction Writer? – Corporate Marketing Agency? – Massachusetts Bankruptcy Lawyer? – Atlanta Copywriter? If there are no fish in the pond, no amount of bait in the world is going to catch you a fish.
  44. 44. SEO Tools for the SMB• Google Analytics• WordPress• Google Adwords Keyword Tool (free)• Blogs
  45. 45. SEO (and getting on the firstNext Steps page of Google) is not about bragging rights. It’s about driving leads and ultimately increasing profits 1. Get familiar with the keywords you want to compete for 2. Know what your competition (for those keywords) is doing 3. Get Google Analytics up on your site and regularly check it out
  46. 46. Phases of SEO Phase 3 Phase 2 Create PHASE 1 On-page Content  Don’t be Optimization intimidated Pages by SEO Understand Linkbuilding  Keyword Anchor Text Advanced Research Get Google Social Media  Competitive Analytics Up Strategy & Research Strongly Execution  Create Title consider Community Tags and Blogging Descriptions building
  47. 47. Questions?Jenny Munn, Freelance SEO Copywriter Website: www.JennyMunn.com Blog: www.JennyMunn.com/blog Email: Jenny@JennyMunn.com Twitter: @jennymunn LinkedIn:http://www.linkedin.com/in/jennymunn

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