Optimizing WordPress and Content for Higher Google Ranking


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Presentation from WordPress Seminars in Orange County, featuring Steve Wiideman.

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Optimizing WordPress and Content for Higher Google Ranking

  1. 1. WordPress SEO+Creating Content Google Loves Steve Wiideman www.ThatTrainingGuide.com
  2. 2. Three Principles of SEOWhat is SEO, in Plain English? 1. Having content to match search terms 2. Other websites referencing a target website 3. User behavior (“click and stay”)
  3. 3. WordPress ConfigurationsImmediately After Your WordPress Installation: Settings > General > add the www prefix ONLY IF not on a subdomain Settings > Permalinks > short and sweet /%postname%/  For news inclusion, add the date or a numeric value Settings > Writing > select other configurations + add Ping list Activate Akismet plugin, it comes with the default installation
  4. 4. WordPress SEO PluginsThese Can Make the Website “Search Engine Friendly”: CodeGuard WordPress SEO by Yoast KB RobotsTXT Dagon Sitemap Generator W3 Total Cache A social sharing feature of your choice [Optional] Disqus comment system Google Analytics for WordPress
  5. 5. What Makes a Page “Awesome”?
  6. 6. Video Intermission
  7. 7. Create Keyword-Themed ContentCompare a Thesis Paper to Your Awesome Web Content: Heading and Title = HTML Title & One H1 Heading Tables and Illustrations = Lower Bounce Rate & Content Uniqueness Thesis Statement = Meta Description Spelling, Grammar, Punctuation = See Page 15 of the GSG Bibliography > Evaluating Sources for Authorship & Authority = Links Plagiarism = Duplicate Content Language and Style = Geographic Targeting by Primary Language
  8. 8. Titles & DescriptionsYou Only Get One Chance to Make a First ImpressionGet All the SEO Secrets to Rank Well in Google HereDownload over 50 marketing tips and SEO secrets to help you get yourwebsite to the top of the search engines without spending money.www.SomeSEOSite.com/seo-secrets.html But J.C. Penny got away with it!SEO SecretsOur title sucks, please don’t click here ever. Yes, this is thesame description we used everywhere. Seo secrets, seosecrets, seo secrets, stuff, stuff, stuff, you ugly searcher.www.Spamalot.com/seo-secrets.html
  9. 9. Titles & DescriptionsYou Only Get One Chance to Make a First ImpressionGet All the SEO Secrets to Rank Well in Google HereDownload over 50 marketing tips and SEO secrets to help you get yourwebsite to the top of the search engines without spending money.www.SomeSEOSite.com/seo-secrets.htmlCall-to-Action + Keyword Theme + Value PropositionDifferent call-to-action + same keyword theme + re-written valueproposition or different value proposition.www.yoursite.com/your-keyword-theme.html
  10. 10. Headings & SubheadingsHow Many Main Topics Do You Have Anyway? Fact: Web Designers put heading tags around logos to drive SEO experts bonkers  Fact: You only need ONE h1 tag per page and it should definitely include your keyword theme  Myth: Dropping H1’s all over your page like Navy Seals in Abbottabad will help your ranking. NO, please don’t do this.
  11. 11. Headings & SubheadingsThink STRUCTURE<h1>Keyword Phrase Here</h1><p>Your attention grabbing thesis here, with tags around one instance of the <strong>keyword</strong>.Supportive topic 1, and supportive topic 2. Tell them what you’re going to tell them.</p><img src=”images/keyword-one.jpg” alt=”Image of Keyword One and Description” /><h2>Supportive Topic 1</h2><div id=”video”><object>Some awesome video tagged with descriptive keywords </object></div><h2>Supportive Topic 2</h2><p>A summary of how and why supportive topic 2 exists and possibly a keyword-rich link to a page dedicatedspecifically to the supportive topic.</p>
  12. 12. Answer “Yes” to 5 Important Questions1. Is there an easy way for people to share it?2. Is it more useful and relevant than alternatives?3. Is there enough awesome info to keep them here?4. Is it always easy to find “buy” or “contact” buttons?5. Will they want to link, share, Like, bookmark, Tweet?
  13. 13. Get a Second OpinionQuality Assurance is Everything1. Seek Moonlighting English Majors2. Use Mechanical Turk Workers3. Send Out a Survey4. Spell-Check in Word5. Use Elance, oDesk, Freelancer6. Hit up Your Facebook Friends7. Send a Few DM’s in Twitter
  14. 14. Advanced Link Baiting Strategies
  15. 15. Link What?Why is building links important to achieving higher ranking in the search results? Relevancy + Popularity + User Choice = Higher Ranking
  16. 16. Building vs. BaitingWhat is the difference between link building and link baiting, and which one is better?
  17. 17. 4 Powerful Link Baiting Strategies1. Offer Quiz and Certification Badges2. Widgets and Embeddable Objects3. Frequently Updated Survey Results4. Be a Source for Industry Data Off-Page Link Building
  18. 18. #1: Offer Quiz and Certification BadgesSample Use Cases (3/15/11): 1,205,644 links to the root domain, 44,270,380 links to subpages 48,392 links to the root domain, 86,655 links to subpages 869 links to the root domain, 5,495 links to subpages
  19. 19. #2: Widgets and EmbedsUse Cases for Widgets & Embeds Sentence Link Goes Here Sentence Link Goes Here
  20. 20. #3: Frequently Updated Survey ResultsUse Cases for Survey Results: – Census.gov (597,232 root, 2,407,657 total) – DavidMihm.com (4,410 links to ‘Ranking Factors’) – BeatTheAutocomplete.com (New Site)
  21. 21. #4: Be THE Source for Industry NewsAuthoritative Content• SearchEngineJournal.com (150,811 root, 326,108 total)• WSJ.com (1,231,513 root, 1,782,454 total)• PizzaMarketplace.com (76,405 root, 80,651 total)• ModernWoodworking.com (400 root, 573 total)Anyone can become an authority on what they specialize in or what people they know specialize in.
  22. 22. Questions?
  23. 23. Connect with Steve WiidemanWiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on That Training Guide, an Internet Marketing private membership site.Sign up free for 14 days at http://www.thattrainingguide.com/ Steve Wiideman www.SEOSteve.com Facebook.com/stevewiideman P. (562) 732-4417 @seosteve E. info@seosteve.com