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Technical SEO for WordPress - 2019 edition

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Slides from presentation given at WordCamp Stuttgart 2019
https://2019.stuttgart.wordcamp.org/

See blog at seravo.com for more tips!

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Technical SEO for WordPress - 2019 edition

  1. 1. Technical SEO for WordPress There is more than just installing Yoast Otto Kekäläinen @ottokekalainen WordCamp Stuttgart November 9, 2019
  2. 2. ● A CEO who codes at Seravo.com ● Written WP themes and plugins, contributed to WordPress Core, MySQL, MariaDB, Debian, Ubuntu, Linux kernel, AppArmor… ● Linux and open source advocate Otto Kekäläinen
  3. 3. ● Google’s robots and others crawl our sites ~7,7M times a day ● Google.fi&com alone sends visitors to our customers sites ~600k times a day ● I am senior enough to remember Altavista… Why do I talk about SEO? statistics from 2018 Dec 11th 00:00–23:59
  4. 4. DO YOU WANT TO BE NUMBER ONE IMMEDIATELY? Then buy ads. SEO is all about improving organic ranking over time. Nobody outside Google knows how their ranking works in detail. Google penalizes spammers.
  5. 5. GROUND RULE: MAKE THE SITE GOOD FOR HUMANS, AND GOOGLE WILL LIKE IT TOO
  6. 6. Choosing WordPress is a great strategy for good SEO, as your quality content from blogs, WooCommerce etc boosts your domain’s reputation.
  7. 7. “Google loves WordPress” – Matt Cutts, Google WordPress is also a good technology
  8. 8. LEVELS OF SEO MATURITY 1. Acknowledged Easy! 2. Fully crawled robots.txt sitemap.xml No errors No link rot 3. Given relevance Relevant contents Semantic structure Microformats Pretty URLs 4. Given value and high ranking Links to site Social media Popularity Responsive Fast HTTPS HTTP2 IPv6?
  9. 9. TECHNICAL SEO 1. Acknowledged Easy! 2. Fully crawled robots.txt sitemap.xml No errors No link rot 3. Given relevance Relevant contents Semantic structure Microformats Pretty URLs 4. Given value and high ranking Links to site Social media Popularity Responsive Fast HTTPS HTTP2 IPv6?
  10. 10. WORDPRESS AND BUILT-IN SEO
  11. 11. WordPress built-in: robots.txt
  12. 12. WordPress built-in: language markup
  13. 13. WordPress built-in: pretty urls Never use example.com/?p=12 3 anymore, ok? In posts, the title becomes the url by default
  14. 14. WordPress built-in: image settings url Think about these next time you upload an image. alt attribute
  15. 15. WHAT ABOUT WORDPRESS THEMES?
  16. 16. TYPICAL IN WORDPRESS All modern themes are responsive by design, and most follow good semantic practices: - unique <title> for each page - one <h1> per page - <article>, <section> etc..
  17. 17. IF YOU ROLL YOUR OWN THEME Strive for (standards) valid and clean code! Google’s robots value what G’s engineers value.. Read up on the standard semantic tags in HTML5, explore microformats and adhere to schema.org vocabulary.
  18. 18. MAKING YOUR OWN CUSTOM POST TYPES In most cases you don’t want to have custom post types visible as individual pages or listed in sitemap.xml.
  19. 19. SEMANTIC MARKUP EXAMPLE Feed search engines with semantic data and they will use it.
  20. 20. SEO PLUGINS
  21. 21. USE SEO FRAMEWORK! ★ Smaller, leaner, faster ★ Creates nice clean /sitemap.xml ★ Canonical URL wordpress.org/plugins/autodescription/ ★ No bloat, no annoying ads ★ And it even looks better!
  22. 22. YOAST ⇢ SEO FRAMEWORK MIGRATION = Yoast ≅ SEO Framework
  23. 23. OPENGRAPH (FB) AND TWITTER CARDS Don’t worry – SEO Framework generates these for you
  24. 24. SITEMAP.XML SEO Framework added sitemap.xml automatically
  25. 25. AVOID DUPLICATE CONTENT Spamming does not help SEO! (Unless you are really good)
  26. 26. ACCELERATED MOBILE PAGES We’ve been building websites mobile first for years already, but now Google et al wants us to go back to the m.example.com paradigm, this time the url can be example.com/amp/ though..
  27. 27. / /amp/
  28. 28. REDIRECTION – AVOID LINK ROT wordpress.org/plugins/redirection/
  29. 29. MULTILINGUAL PLUGINS? Polylang! Keep away from WPML. Polylang does automatically hreflang attributes too.
  30. 30. GOOD HOSTING AND ACTIVE UPKEEP ● low response times ● https ● http/2 Make sure your site and server are being looked after by progressive Linux admins.
  31. 31. WITH GOOD TECH IN PLACE, IT’S SAFE TO START INVESTING IN CONTENTS AND SOCIAL 1. Acknowledged Easy! 2. Fully crawled robots.txt sitemap.xml No errors No link rot 3. Given relevance Relevant contents Semantic structure Microformats Pretty URLs 4. Given value and high ranking Links to site Social media Popularity Responsive Fast HTTPS HTTP2 IPv6?
  32. 32. Bonus tips These related plugins are now trending. I don’t have much experience of them so I can’t recommend them yet, but you might want to do it yourself: ● wordpress.org/plugins/seo-by-rank-math/ ● wordpress.org/plugins/google-site-kit/
  33. 33. Thank you! @ottokekalainen seravo.de

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