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Search Engine Optimization Success with WordPress


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The main presentation covers the following:

1. How to choose good keywords and improve the content you already have
2. Where to put keywords (and how to come up with great ideas for new content)
3. How to check Google Analytics, Webmaster Tools and Gravity Forms for feedback about keywords and traffic on your website
4. How to refine content on your website using the keywords that produce the best results

Published in: Technology, Design
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Search Engine Optimization Success with WordPress

  1. 1. Mark McLaren<br />McBuzz Communications – a Seattle Search Engine Marketing Company<br />SEO SUCCESS WITH WORDPRESS<br />Links to resources covered in this presentation are included on the final slide. Contact me with questions.<br />
  2. 2. My Goal: Show Three Things<br />How to optimize a WordPress site for search<br />How to see if optimization is working<br />How to use feedback from Google Analytics and Webmaster Tools to optimize further<br />
  3. 3. You Can Do This<br />
  4. 4. Which keywords should I use?<br /> Common problem: You can use Google Analytics and Webmaster Tools to identify keywords that are bringing quality traffic to your website, but how do you identify good keywords if you don’t already have quality traffic coming to your site? <br />
  5. 5. What Does a Well-Optimized Site Look Like?<br />
  6. 6. Many visits via many keywords<br />
  7. 7. Visitors “convert”<br />
  8. 8. Sample email from Gravity Forms<br />Click here to get the Yoast Gravity Forms Add-on Plugin<br /><ul><li>source/medium
  9. 9. keyword
  10. 10. landing page (top ranking page)
  11. 11. pages visited</li></li></ul><li>
  12. 12. Optimization Is Working<br />700 + organic visits a month via a broad range of related keywords<br />7% of these visitors submit the contact form<br />Others contact the business by phone<br />Site generates 50-100 new leads per month<br />2-3 new customers per month <br />
  13. 13. How Do We Get There?<br />
  14. 14. Who submits the form?<br />Bounce rate less than 100%<br />View more than one page<br />Spend more time on site than average<br />
  15. 15. What can we learn from Google Analytics?<br />
  16. 16. What Does a Not-So-Well-Optimized Site Look Like?<br />Low organic search traffic<br />Low number of organic keywords<br />Most keywords are “branded”: variations of the business name or owner’s name<br />Few keywords are about products/services<br />Very few visitors convert<br />
  17. 17. Some days there are no visits from organic keywords<br />18 out of top 25keywords branded<br />
  18. 18. Visitors we love:<br />Submit the form. <br />Branded (name) searches.<br />Search using “good fit” keywords.<br />
  19. 19. Top 1-6 keywords are all company-name or owner-name, but #7 is not. It’s a “good fit”: a keyword we should use to optimize the site.<br />
  20. 20. Finding Good Keywords<br />Choose words people actually use to search<br />Google Suggest<br />“Searches related to…”<br />Keyword Tool<br />Analytics to find “good fit” keywords<br />Look at competitors in search results<br />Think Sunday Brunch, not À La Carte Menu(Use a wide variety of related keywords – a “keyword theme” – rather than use one or two keywords repeatedly.)<br />
  21. 21. Google “Suggest”<br />
  22. 22.
  23. 23. Google Keyword Tool<br />Login to your Google account and click here for a link to the tool<br />
  24. 24. Google Keyword Tool<br />
  25. 25. Use Google Analytics to identify “good fit” keywords that are not company-name or owner-name keywords<br />
  26. 26. Look at competitors’ sites in top search results. What keywords appear in their search result listings? What keywords appear on their web pages?<br />
  27. 27. Keyword Variety<br />seo presentation<br />seo seminar<br />seo workshop<br />seo class<br />
  28. 28. Keyword Search Volume (Google Keyword Tool)<br />seo seminar 4400 searches/month<br />seo seminars 3600 searches/month<br />seo workshop 3600 searches/month<br />seo workshops 2400 searches/month<br />
  29. 29. I use keywords like “search engine optimization seminar” on the home page.<br />
  30. 30. Oops! I forgot to optimize for “workshop” keywords. (In other words, I forgot to use the word “workshop” in my post and on the home page.)<br />
  31. 31. I went back and added “workshop” to the HTML title of the post using All In One SEO plugin and to the visible title and body text using the WordPress editor.<br />
  32. 32. Here’s the result.<br />(I also added the words “SEO class” to the body of the post.)<br />I used the Rank Checker add-on for Firefox to collect the ranking information. (Click here to get it.)<br />
  33. 33. Where to Put Keywords<br />HTML Title <br />
  34. 34. Where to Put Keywords<br />HTML Title <br />
  35. 35. Where to Put Keywords<br />HTML Title <br />
  36. 36. Where to Put Keywords<br />Meta description<br />
  37. 37. Where to Put Keywords<br />HTML Title <br />title and description on other pages & posts(Using the All in One SEO Pack plugin)<br />
  38. 38. Where to Put Keywords<br />URLs & permalinks<br />These can be customized<br />
  39. 39.<br /><br />
  40. 40. Permalinks (under Settings)<br />
  41. 41. Use: Custom Structure<br />
  42. 42. Where to Put Keywords<br />Visible Page Title (Heading)<br />
  43. 43. Visible Page Title (Heading)<br />
  44. 44. Use Keywords!<br />Subheadings<br />
  45. 45. Use keywords in subheadings<br />Subheadings<br />
  46. 46. Make content “sticky”, useful, a resource<br />Hire (or partner with) a writer<br />Add interviews, guest bloggers, Top 10 lists, summaries, reviews<br />YouTube – add rich descriptions!<br />SlideShare <br />PDFs / White Papers <br />
  47. 47. Put Keywords in Body Text<br /><ul><li> “keyword density”? Meh.
  48. 48. Add images. Put keywords in image descriptions.
  49. 49. Use captions (text)
  50. 50. Use bullet points
  51. 51. Use numbered lists
  52. 52. Italicize keywords</li></ul>Some pages that rank well for a particular keyword use that keyword 10-15 times. They are not penalized for doing so.<br />
  53. 53. Links, Links, Links<br />Golden Rule<br />Use a blog<br />Use social media<br />Use<br />Use keywords in link text<br />
  54. 54. Refine your content<br /><ul><li>Analytics
  55. 55. Webmaster Tools
  56. 56. Form Submits
  57. 57. Goals</li></li></ul><li>Adding a Goal in Google Analytics <br />
  58. 58. Adding a Goal in Google Analytics <br />
  59. 59. Adding a Goal in Google Analytics <br />
  60. 60. Adding a Goal in Google Analytics <br />
  61. 61. Resources<br />Google Keyword Tool (Login to your Google account when you use this.) All In One SEO Pack pluginGoogle Analytics plugin by YoastWebmaster ToolsGravity Forms for WordPressSEO Add-on for Gravity FormsRank Checker add-on for Firefox<br />Mark McLaren & McBuzz Communications<br />