WordCamp Milwaukee: Control What You Can Control in WordPress. On Page SEO FTW!


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"Control What You Can Control in WordPress. On Page SEO FTW!" is a WordPress SEO talk presented by Mike Zielonka at WordCamp Milwaukee.

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WordCamp Milwaukee: Control What You Can Control in WordPress. On Page SEO FTW!

  1. 1. CONTROL WHAT YOU CAN CONTROL IN WORDPRESS.ON PAGE SEO FTW!(FOR THE WIN)A Talk By:Mike Zielonka ofTuna Traffic@mikezielonkaSunday, June 9, 13
  2. 2. WHO AM I?Mike ZielonkaDirector of Web StrategyatTuna Traffic@mikezielonkalinkedin.com/in/mikezielonkaSunday, June 9, 13
  3. 3. WHAT WILL WE COVER?• Natural Keyword Rich Content• Open Graph Tags• Title Text• SEO Friendly URLs• Why the Meta Description stillmatters• Meta Keywords are useless butcan be useful• Semantic Markup & Heading Tags• Microdata, Microformats, RDFa &Rich Snippets• Google+ Authorship• Canonical URL• Anchor text & Title Text for Links• Alt Text, Title Text & File Naming • How to use Nofollow and Noindex• XML Sitemaps• Why comments are gold• Social AuthoritySunday, June 9, 13
  4. 4. Content was the PAST. Context is the PRESENT.Sunday, June 9, 13
  5. 5. ContextSunday, June 9, 13
  6. 6. ContextContextSunday, June 9, 13
  7. 7. Enhanced Google Search VS Normal Google SearchSunday, June 9, 13
  8. 8. TAKING CONTROLQuality Content+Optimized On Page SEO+Social Authority-Off Site SEO=Controlling What You Can ControlSunday, June 9, 13
  9. 9. NATURAL KEYWORD RICH CONTENT• There is no equation for how often your keywordand its variations should be used.• There is a point in Google’s Bell Curve where yourSEO will be hurt by over optimization.• Follow the guideline of using a variant of yourkeyword 1-3 times a paragraph.Sunday, June 9, 13
  10. 10. SEO FRIENDLY URLS• Set your permalinks to: /%category%/%postname%• Other variants will work depending on how muchcontent you have or will have.• Strip the category base from category URLS usingWordPress SEO.Sunday, June 9, 13
  11. 11. How to set your Premalinks to be SEO Friendly.Sunday, June 9, 13
  12. 12. SEMANTIC MARKUP & HEADING TAGS• Use your target keyword phrase in your <title> and <h1> butuse variations.• WordPress SEO makes it easy to customize both separately.• <H1> is your page title and <title> is set under SEO Title inthe WordPress SEO settings.• Use <hgroup> tag to create Semantic Headings when usingmultiple heading tags.• Use your Heading Tags to make your content easy to readfor Search Engines and visitors.Sunday, June 9, 13
  13. 13. WHY THE META DESCRIPTION STILLMATTERS• The Meta Description does NOT impact your SERP(Search Engine Ranking Position).• The Meta Description DOES impact a users decision onwhat link a user decides to click on and used for otherthings like Open Graph Tags.• Use %%excerpt%% to auto generate a meta descriptionin the Titles & Metas settings in WordPress SEO.• Use this as a safe guard for when you forget to writeone.Sunday, June 9, 13
  14. 14. How to have WordPress SEO auto generated Meta Descriptions.Sunday, June 9, 13
  15. 15. OPEN GRAPH PROTOCOL• Customizes what platforms such as: Facebook,Google Plus, LinkedIn, etc use to determinewhat to share with users on their network.<head><title>The Rock (1996)</title><meta property="og:title" content="The Rock" /><meta property="og:type" content="video.movie" /><meta property="og:url" content="http://www.imdb.com/title/tt0117500/" /><meta property="og:image" content="http://ia.media-imdb.com/images/rock.jpg" /></head>Sunday, June 9, 13
  16. 16. How To Enable Open Graph in WordPress SEOSunday, June 9, 13
  17. 17. META KEYWORDS ARE USELESS BUTCAN BE USEFUL• Google & Bing do NOT use them so neither shouldyou...BUT...• If you know your competitors are watching yourevery move, you can use Meta Keywords to throwthem off...• OR BETTER YET...Look at what keywords yourcompetitors “think” they are optimizing for.Sunday, June 9, 13
  18. 18. MICRODATA, MICROFORMATS, RDFA &RICH SNIPPETS• This topic goes very deep because of competingtechnologies.• Microdata - HTML5 http://schema.org &Preferred Method• Microformat - Old format http://microformats.org• RDFa - (Resource Description Framework – in –attributes) W3C RecommendationSunday, June 9, 13
  19. 19. Examples of Rich Snippets on GoogleSunday, June 9, 13
  20. 20. HOW TO ADD MICRODATA INWORDPRESS• Use the Schema Creator by Raven Plugin.• Add detailed data about events, places,movies, music, & more.Sunday, June 9, 13
  21. 21. Add Custom Microdata to your content using the Schema Creator byRaven Plugin.Sunday, June 9, 13
  22. 22. Google+ AuthorshipSunday, June 9, 13
  23. 23. THE GOOGLE+ AUTHORSHIP SETUP• On Google+ add your site as a site you contributetoo.• In WP, go to your WordPress profile and paste inyour Google+ url.• In WordPress SEO settings Under Titles & Metas setthe Google+ Author highlighting for your homepage.Sunday, June 9, 13
  24. 24. CANONICAL URL• Tells Search Engines which URL is the absolute correct URLto use.• Prevents you from having duplicate content.• example: www.google.com, google.com or,google.com/?foo...Canonical lets you define which oneis Google should consider the absolute url.• Canonical URLs are set by WP core for post/pages andWordPress SEO handles tags, categories, etc. WordPressSEO allows you to set a different Canonical URL for aspecific post/pageSunday, June 9, 13
  25. 25. ANCHOR TEXT & TITLE TEXT FOR LINKS• Title text tells the search engine what the linked urlis about.• Anchor text tells the search engine what the link isabout.• Link Example:• <a href=”http://google.com” title=”World’s BestSearch Engine”>the world’s best searchengine</a>Sunday, June 9, 13
  26. 26. ALT TEXT, TITLE TEXT & FILE NAMING• Name your files with spaces (or %20) or dashes.• Underscores appear as onelongword to SearchEngines.• Alt text describes an image.• You can use title text on an image.• IMG Example• <img src=”http://google.com/logo.jpg” title=”GoogleLogo” alt=”Google’s Red, & White, Blue Logo”>Sunday, June 9, 13
  27. 27. HOW TO USE NOFOLLOW AND NOINDEX• Nofollow prevents links from passing “link juice” tothe page they are linking to.• Noindex prevents the Search Engine from indexingcontent.• Tips• Nofollow & Noindex your goal tracking pages.• Seriously consider no indexing your tag and/orcategory pages to prevent duplicate content.Sunday, June 9, 13
  28. 28. XML SITEMAPS• Gives Search Engines a road map across your site.This includes your content, how frequently itchanges, when it was last updated, and relativepriority for your site.• You can create Sitemaps specifically for: video,images, mobile, & news.• Make sure you submit to Google via GoogleWebmaster ToolsSunday, June 9, 13
  29. 29. How to Create a Sitemap With WordPress SEOSunday, June 9, 13
  30. 30. WHY COMMENTS ARE STILL GOLD• Commentators create content for you• Some Third Party Comment Systems like Facebookor Livefyre allow visitors to post their comments ontheir social network• Asking commentators to opt in to your email list stillworks well for building your email listsSunday, June 9, 13
  31. 31. SOCIAL AUTHORITY• Search Engines use Social Indicators to influenceusers clicks and SERP• Bing: Facebook Integration• Google: G+ Integration• Social Share Counts add credibility to your contentto Search Engines & visitors.Sunday, June 9, 13
  32. 32. HOW TO ADD SOCIAL SHARING• Use a Plugin that you can trust and loads yoursocial sharing buttons FAST. My top 3 are:• Jetpack• Digg Digg 2.0• Share This• Must Use Networks: Google Plus, FB, TwitterSunday, June 9, 13
  33. 33. THE WORDPRESS PLUGIN SETUP• WordPress SEO by Yoast• Jetpack, Digg Digg 2.0, or Share This• Schema Creator by Raven• SEO Friendly Images• SEO Smart Links• Redirection• Google Analytics for WordPressSunday, June 9, 13
  34. 34. PREMIUM WORDPRESS PLUGINS• SEO Smart Links – Premium Edition• Video SEO for WordPress• Local SEO for WordPressSunday, June 9, 13
  35. 35. TOOLS• http://www.opensiteexplorer.org/• https://adwords.google.com/o/KeywordToolSunday, June 9, 13
  36. 36. RESOURCES• http://yoast.com/articles/wordpress-seo/• http://moz.com/beginners-guide-to-seoSunday, June 9, 13
  37. 37. THANKS FOR COMING!Have questions?Tweet Me: @mikezielonkahttp://tunatraffic.com/mike-zielonka/Sunday, June 9, 13