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40 WordPress Tips
- Security, Engagement, SEO & Performance -


    http://gdig.de/sydney1
                                              Sydney, April 2013



        Bastian Grimm, Managing Partner - Grimm Digital
About me


SEO Trainings, Seminars & Strategy Consulting




WordPress Security, Consulting & Development



                                                         @basgr
Berlin-based Full-Service Performance Marketing Agency



                                                                  2
http://gdig.de/sydney1
Who is running WordPress?!
See… that‘s the issue!
You’re the “hackers” most-loved target!
Section #1: Security
#1 Setup WordPress properly

                    Use unique keys and salts to add
                    random elements for encryption!




                    Use a cryptic prefix to prevent
                 automated scripts and SQL injections.
                 $table_prefix = ‘wp_VzQCxSJv7uL_ ‘;



                    https://api.wordpress.org/secret-key/1.1/salt/
#2 Protect your wp-config.php

 <files wp-config.php>
 order deny,allow
 deny from all             This needs to go into your WP roots’
 </files>                .htaccess file to prevent external access

                         Did you know this? Event better… move
                            wp-config.php outside of „www“.
#3 Remove the default „admin“
                Setup new user as admin; logout.
               Login w/ new admin; delete old one.




                      Make sure to use a STRONG
                      password, pleeaaasssseeee!




                           http://www.random.org/passwords/
#4 Lock-out multiple failed logins

                              Limit Login Attempts




               http://wordpress.org/extend/plugins/limit-login-attempts/
#5 Never EVER do this!




                          These sites are
                         more than worse…
A quick peak into some theme files…

                     LOL! „family friendly“
                       links – my a*s…




                                              12
A quick peak into some theme files…

                 functions.php: This theme
                 won‘t be working without
                        those links…




                                             13
#6 Always use TAC to do a pre-check!

                      Theme Authenticity
                        Checker (TAC)




                      http://builtbackwards.com/projects/tac/
It gets worse: base64 encoded footer

                 Are you really sure you want
                  to see that footer.php file?




                                                 15
Right… NICE FOOTER!




                      16
If you are REALLY curious…
   http://ottodestruct.com/decoder.php
   http://www.tareeinternet.com/scripts/byterun.php
   http://www.tareeinternet.com/scripts/decrypt.php
   http://rot13-encoder-decoder.waraxe.us/


                               The PHP code isn’t “really”
                          encrypted, rather kind of obfuscated.
                                 Reversing is possible!
PLEASE… stay away
from “free” WordPress
 themes – they’re not
     free, really!
#7 Update your blogs regularly!
 WP Updates Notifier to get emails
  on out-dated components
  (core, themes & plug-ins) for all
  blogs:
   – http://wordpress.org/extend/plugins
     /wp-updates-notifier/
 ManageWP can do one-click mass
  updates (core, themes, plug-ins
  again) for all your blogs:
   – http://managewp.com/features
#8 Keep your installation clean



     Remove all inactive
 plug-ins as well as themes!




                                  20
#9 Scan your Theme daily

                                   WP AntiVirus




                  http://wordpress.org/extend/plugins/antivirus/
#10 Harden your Security Settings

                              Secure WordPress




                  Most important: Remove version
                  number from ALL components &
                   block malicious URL requests.


               http://wordpress.org/extend/plugins/secure-wordpress/
#11 Protect wp-admin

         Recommended: Try the “Lockdown
       WP Admin” plug-in to protect PHP files
       in wp-admin as well as the login itself.


                              Put an .htaccess to your
                               /wp-admin/ for basic
                                passwd. protection.




               http://wordpress.org/extend/plugins/lockdown-wp-admin/
#12 Fix File & Folder Permissions

                                 WP-Security Scan




    Very important: chmod your
   wp-config.php to be read-only!
                  http://wordpress.org/extend/plugins/wp-security-scan/
#13 Move the “wp-content” folder

define('WP_CONTENT_DIR', $_SERVER['DOCUMENT_ROOT'].'/blog/my-wp-content');



                             WP_CONTENT_DIR points to “new”
                             the full local path (no trailing slash)


define('WP_CONTENT_URL', 'http://domain.com/blog/my-wp-content');



                             WP_CONTENT_URL points to “new”
                              full URI (no trailing slash either)
#14 SSL Logins & Administration

define('FORCE_SSL_LOGIN', true);



                                Set FORCE_SSL_LOGIN to “true” to
                                force all logins to happen over SSL.
                               (still allows non-SSL admin sessions)

define('FORCE_SSL_ADMIN', true);

                                   Use FORCE_SSL_ADMIN to force all
                                    logins and all admin sessions to
                                    happen over SSL (can be slow…)
Section #2: WordPress SEO
#15 WordPress SEO by Yoast


                      Make sure to uncheck this!
                            Enables setting
                      noindex, canonical & 301
                       (for users) on a per-post
                                 basis
#15 WordPress SEO by Yoast


                            You surely don‘t need paged
                             archives, categories, etc. –
                             they‘re targeting the same
                                   keys anyways.




                   Affiliate sites mainly have
                    pages, no need for RSS.
                       Check all of them!
#15 WordPress SEO by Yoast

                    Set proper a page title &
                    description, also choose
                     author for SERP listing
#15 WordPress SEO by Yoast




                                   Use help section to get
                                 details for all 30+ variables!

       Keep unchecked unless
       you’re publishing news.
        Default value has been
       changed w/ last update.
In addition: Post-level settings



                       You can overwrite defaults
                        on a per-post level using
                        the “Advanced” settings.




                                                    32
#15 WordPress SEO by Yoast




                  Usually you just need one
                   (unless having a HUGE
                    amount of content) –
                  “noindex” the other one!
#15 WordPress SEO by Yoast




                 Especially w/ single-authored
                 blogs, those are a 1:1 copy of
                        your homepage.
                  301 is the better solution!
#15 WordPress SEO by Yoast


                      For larger sites, check to auto-
                         generate XML sitemaps.
                      Remember to check excludes!
#15 WordPress SEO by Yoast
                     Make absolutely sure
                      you‘re using these!
BTW: Clean those URL-Slugs

                                    WP Permalauts




            Especially important for
             Germany, France, etc.


                 http://wordpress.org/extend/plugins/wp-permalauts/
#15 WordPress SEO by Yoast
Trust me… things change!




Check out SEO data transporter
    to switch SEO plug-ins!
Migration made easy: Painless switching!

                              SEO Data Transporter




              http://wordpress.org/extend/plugins/seo-data-transporter/
Section #3: More SEO…
Credits: http://bit.ly/T8wMwO




  Make absolutely sure you only
use plug-ins from trusted authors!
#16 Fix your Pagination

   Better crawl-ability, better                  WP-PageNavi
 indexation – what else u want?




 WordPress pagination
  s*cks, replace it!




                            http://wordpress.org/extend/plugins/wp-pagenavi/
#17 Improve internal Cross-Linking

                                     Yet Another Related
                                         Posts Plugin




        http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
#18 Auto-optimize Image Attributes

                          SEO Friendly Images



                           Forces post title &
                         image name to be used
                           as img alt-attribute




                  http://wordpress.org/extend/plugins/seo-image/
#19 Redirect old Contents

                                       Redirection




                  http://wordpress.org/extend/plugins/redirection/
#20 Have Rich-Snippets if possible

                                 Schema Creator




                http://wordpress.org/extend/plugins/schema-creator/
#21 Mask your Affiliate Links

                      Eclipse Link Cloaker




                                http://eclipsecloaker.com/
Don’t forget to tweak your robots.txt

                            We don‘t want some WP
User-Agent: *                specific files & folders
Disallow: /wp-admin/
Disallow: /feed/
Disallow: /comments/feed/
Disallow: /*/trackback/$
Disallow: /*/feed/$
Disallow: /*.css$           Adjust according to your
Disallow: /*.js$
Disallow: /r/
                             Link Cloaker settings.




                                                        49
Section #4: Engagement
#22 Responsive WP-Slider in Seconds

                      Soliloquy Slider




                             http://soliloquywp.com/
#23 Create an „UberMenu“

                           UberMenu




                           http://gdig.de/ubermenu
#24 Create beautiful Popups

                              Ninja Popups




                                 http://gdig.de/npopup
#25 Fix your Internal Search

                              Relevanssi Search




                   http://wordpress.org/extend/plugins/relevanssi/
#26 Selling goods within WordPress?

                   Easy Digital Downloads




                         https://easydigitaldownloads.com/
#27 Make it multi-lingual

                            WPML




                               http://wpml.org/
#28 Make it work on Mobile Devices

                                      WPtouch




                  http://wordpress.org/extend/plugins/wptouch/
Section #5: Maintenance
                          58
#29 Do a Theme Test Drive

                        Live-Testing a new theme
                           without anyone else
                             noticing… nice!




               http://wordpress.org/extend/plugins/theme-test-drive/
#30 Debug your WordPress

                  P3 (Plugin Perf. Profiler)




                http://wordpress.org/extend/plugins/p3-profiler/
#30 Debug your WordPress

                  P3 (Plugin Perf. Profiler)




                http://wordpress.org/extend/plugins/p3-profiler/
#30 Debug your WordPress

                  P3 (Plugin Perf. Profiler)




                http://wordpress.org/extend/plugins/p3-profiler/
#31 Debug your WordPress

                                    Debug Objects




               http://wordpress.org/extend/plugins/debug-objects/
#32 Enable Akismet




                Just enable, get an API key
                and turn „auto-delete“ on!
#33 Backup Database & Files

                                       BackWPup




                  http://wordpress.org/extend/plugins/backwpup/
#34 Watch out for Errors
                            Knowledge is power
                            Use a 404 logger
                              – Analytics software
                              – Redirection (built-in)
                              – Webserver logs
                            Setup 301 redirects
                             accordingly using
                             “Redirection”, again.




                              Image-Credits: http://gdig.de/i
#35 Maintain Categories & Tags

                                    Term Mgmt. Tools




 Mass merge &
 change parents


             http://wordpress.org/extend/plugins/term-management-tools/
Section #6: Performance
Scoring domains by
performance; give it a try!




        https://developers.google.com/pagespeed/
#36 Compress those Images

       13.2% savings                   WP Smush.it
      for one image!




                   http://wordpress.org/extend/plugins/wp-smushit/
Tip: Make images even smaller!



                                                     Use tinyPNG to optimize
                                                    PNG files without loosing in
                                                    quality (up to 70% savings)
JPEGmini does the same for JPEG
files and will reduce your images
  massively (up to 80% smaller)!




                                    http://tinypng.org/ & http://www.jpegmini.com/
#37 Setup a Caching Plug-in

                                     W3 Total Cache




                http://wordpress.org/extend/plugins/w3-total-cache/
#38 Combine multiple CSS files
 Combine CSS files into one to
  reduce the number of HTTP requests
 Minify the big file by removing white-
  spaces, etc. to reduce file size per request
  – Check: W3Total > Performance > Minify!
 Same goes for JavaScript as well… and put those
  JS files into the footer, if possible!



                                                    73
#39 Do CSS-Sprites




                     http://spriteme.org/
Tip: Move static contents to a CDN




     Latency is crucial – especially if you’re serving a global
    audience, offloading statics to a CDN will give additional
                           performance.
                                         CDN Overview: http://gdig.de/cdns
#40 Off-load JS-Libs

                            WP Use Google Libraries




          Simply enable the plug-in &
        serve JS libs from Google‘s CDN!




                 http://wordpress.org/extend/plugins/use-google-libraries/
How to make your site lightning-fast…




                      http://www.slideshare.net/bastiangrimm
OMCap 2011 - Online Marketing Konferenz Berlin




                      And that’s it! …
13.10.2011                                                    78
Thanks! Questions?
  mail@grimm-digital.com
  twitter.com/basgr
  linkedin.com/in/bastiangrimm
  facebook.com/grimm.digital

  http://gdig.de/sydney1

 Bastian Grimm, Managing Partner - Grimm Digital

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40 WordPress Tips: Security, Engagement, SEO & Performance - SMX Sydney 2013

  • 1. 40 WordPress Tips - Security, Engagement, SEO & Performance - http://gdig.de/sydney1 Sydney, April 2013 Bastian Grimm, Managing Partner - Grimm Digital
  • 2. About me SEO Trainings, Seminars & Strategy Consulting WordPress Security, Consulting & Development @basgr Berlin-based Full-Service Performance Marketing Agency 2
  • 4. Who is running WordPress?!
  • 5. See… that‘s the issue! You’re the “hackers” most-loved target!
  • 7. #1 Setup WordPress properly Use unique keys and salts to add random elements for encryption! Use a cryptic prefix to prevent automated scripts and SQL injections. $table_prefix = ‘wp_VzQCxSJv7uL_ ‘; https://api.wordpress.org/secret-key/1.1/salt/
  • 8. #2 Protect your wp-config.php <files wp-config.php> order deny,allow deny from all This needs to go into your WP roots’ </files> .htaccess file to prevent external access Did you know this? Event better… move wp-config.php outside of „www“.
  • 9. #3 Remove the default „admin“ Setup new user as admin; logout. Login w/ new admin; delete old one. Make sure to use a STRONG password, pleeaaasssseeee! http://www.random.org/passwords/
  • 10. #4 Lock-out multiple failed logins Limit Login Attempts http://wordpress.org/extend/plugins/limit-login-attempts/
  • 11. #5 Never EVER do this! These sites are more than worse…
  • 12. A quick peak into some theme files… LOL! „family friendly“ links – my a*s… 12
  • 13. A quick peak into some theme files… functions.php: This theme won‘t be working without those links… 13
  • 14. #6 Always use TAC to do a pre-check! Theme Authenticity Checker (TAC) http://builtbackwards.com/projects/tac/
  • 15. It gets worse: base64 encoded footer Are you really sure you want to see that footer.php file? 15
  • 17. If you are REALLY curious…  http://ottodestruct.com/decoder.php  http://www.tareeinternet.com/scripts/byterun.php  http://www.tareeinternet.com/scripts/decrypt.php  http://rot13-encoder-decoder.waraxe.us/ The PHP code isn’t “really” encrypted, rather kind of obfuscated. Reversing is possible!
  • 18. PLEASE… stay away from “free” WordPress themes – they’re not free, really!
  • 19. #7 Update your blogs regularly!  WP Updates Notifier to get emails on out-dated components (core, themes & plug-ins) for all blogs: – http://wordpress.org/extend/plugins /wp-updates-notifier/  ManageWP can do one-click mass updates (core, themes, plug-ins again) for all your blogs: – http://managewp.com/features
  • 20. #8 Keep your installation clean Remove all inactive plug-ins as well as themes! 20
  • 21. #9 Scan your Theme daily WP AntiVirus http://wordpress.org/extend/plugins/antivirus/
  • 22. #10 Harden your Security Settings Secure WordPress Most important: Remove version number from ALL components & block malicious URL requests. http://wordpress.org/extend/plugins/secure-wordpress/
  • 23. #11 Protect wp-admin Recommended: Try the “Lockdown WP Admin” plug-in to protect PHP files in wp-admin as well as the login itself. Put an .htaccess to your /wp-admin/ for basic passwd. protection. http://wordpress.org/extend/plugins/lockdown-wp-admin/
  • 24. #12 Fix File & Folder Permissions WP-Security Scan Very important: chmod your wp-config.php to be read-only! http://wordpress.org/extend/plugins/wp-security-scan/
  • 25. #13 Move the “wp-content” folder define('WP_CONTENT_DIR', $_SERVER['DOCUMENT_ROOT'].'/blog/my-wp-content'); WP_CONTENT_DIR points to “new” the full local path (no trailing slash) define('WP_CONTENT_URL', 'http://domain.com/blog/my-wp-content'); WP_CONTENT_URL points to “new” full URI (no trailing slash either)
  • 26. #14 SSL Logins & Administration define('FORCE_SSL_LOGIN', true); Set FORCE_SSL_LOGIN to “true” to force all logins to happen over SSL. (still allows non-SSL admin sessions) define('FORCE_SSL_ADMIN', true); Use FORCE_SSL_ADMIN to force all logins and all admin sessions to happen over SSL (can be slow…)
  • 28. #15 WordPress SEO by Yoast Make sure to uncheck this! Enables setting noindex, canonical & 301 (for users) on a per-post basis
  • 29. #15 WordPress SEO by Yoast You surely don‘t need paged archives, categories, etc. – they‘re targeting the same keys anyways. Affiliate sites mainly have pages, no need for RSS. Check all of them!
  • 30. #15 WordPress SEO by Yoast Set proper a page title & description, also choose author for SERP listing
  • 31. #15 WordPress SEO by Yoast Use help section to get details for all 30+ variables! Keep unchecked unless you’re publishing news. Default value has been changed w/ last update.
  • 32. In addition: Post-level settings You can overwrite defaults on a per-post level using the “Advanced” settings. 32
  • 33. #15 WordPress SEO by Yoast Usually you just need one (unless having a HUGE amount of content) – “noindex” the other one!
  • 34. #15 WordPress SEO by Yoast Especially w/ single-authored blogs, those are a 1:1 copy of your homepage. 301 is the better solution!
  • 35. #15 WordPress SEO by Yoast For larger sites, check to auto- generate XML sitemaps. Remember to check excludes!
  • 36. #15 WordPress SEO by Yoast Make absolutely sure you‘re using these!
  • 37. BTW: Clean those URL-Slugs WP Permalauts Especially important for Germany, France, etc. http://wordpress.org/extend/plugins/wp-permalauts/
  • 38. #15 WordPress SEO by Yoast
  • 39. Trust me… things change! Check out SEO data transporter to switch SEO plug-ins!
  • 40. Migration made easy: Painless switching! SEO Data Transporter http://wordpress.org/extend/plugins/seo-data-transporter/
  • 42. Credits: http://bit.ly/T8wMwO Make absolutely sure you only use plug-ins from trusted authors!
  • 43. #16 Fix your Pagination Better crawl-ability, better WP-PageNavi indexation – what else u want? WordPress pagination s*cks, replace it! http://wordpress.org/extend/plugins/wp-pagenavi/
  • 44. #17 Improve internal Cross-Linking Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
  • 45. #18 Auto-optimize Image Attributes SEO Friendly Images Forces post title & image name to be used as img alt-attribute http://wordpress.org/extend/plugins/seo-image/
  • 46. #19 Redirect old Contents Redirection http://wordpress.org/extend/plugins/redirection/
  • 47. #20 Have Rich-Snippets if possible Schema Creator http://wordpress.org/extend/plugins/schema-creator/
  • 48. #21 Mask your Affiliate Links Eclipse Link Cloaker http://eclipsecloaker.com/
  • 49. Don’t forget to tweak your robots.txt We don‘t want some WP User-Agent: * specific files & folders Disallow: /wp-admin/ Disallow: /feed/ Disallow: /comments/feed/ Disallow: /*/trackback/$ Disallow: /*/feed/$ Disallow: /*.css$ Adjust according to your Disallow: /*.js$ Disallow: /r/ Link Cloaker settings. 49
  • 51. #22 Responsive WP-Slider in Seconds Soliloquy Slider http://soliloquywp.com/
  • 52. #23 Create an „UberMenu“ UberMenu http://gdig.de/ubermenu
  • 53. #24 Create beautiful Popups Ninja Popups http://gdig.de/npopup
  • 54. #25 Fix your Internal Search Relevanssi Search http://wordpress.org/extend/plugins/relevanssi/
  • 55. #26 Selling goods within WordPress? Easy Digital Downloads https://easydigitaldownloads.com/
  • 56. #27 Make it multi-lingual WPML http://wpml.org/
  • 57. #28 Make it work on Mobile Devices WPtouch http://wordpress.org/extend/plugins/wptouch/
  • 59. #29 Do a Theme Test Drive Live-Testing a new theme without anyone else noticing… nice! http://wordpress.org/extend/plugins/theme-test-drive/
  • 60. #30 Debug your WordPress P3 (Plugin Perf. Profiler) http://wordpress.org/extend/plugins/p3-profiler/
  • 61. #30 Debug your WordPress P3 (Plugin Perf. Profiler) http://wordpress.org/extend/plugins/p3-profiler/
  • 62. #30 Debug your WordPress P3 (Plugin Perf. Profiler) http://wordpress.org/extend/plugins/p3-profiler/
  • 63. #31 Debug your WordPress Debug Objects http://wordpress.org/extend/plugins/debug-objects/
  • 64. #32 Enable Akismet Just enable, get an API key and turn „auto-delete“ on!
  • 65. #33 Backup Database & Files BackWPup http://wordpress.org/extend/plugins/backwpup/
  • 66. #34 Watch out for Errors  Knowledge is power  Use a 404 logger – Analytics software – Redirection (built-in) – Webserver logs  Setup 301 redirects accordingly using “Redirection”, again. Image-Credits: http://gdig.de/i
  • 67. #35 Maintain Categories & Tags Term Mgmt. Tools Mass merge & change parents http://wordpress.org/extend/plugins/term-management-tools/
  • 69. Scoring domains by performance; give it a try! https://developers.google.com/pagespeed/
  • 70. #36 Compress those Images 13.2% savings WP Smush.it for one image! http://wordpress.org/extend/plugins/wp-smushit/
  • 71. Tip: Make images even smaller! Use tinyPNG to optimize PNG files without loosing in quality (up to 70% savings) JPEGmini does the same for JPEG files and will reduce your images massively (up to 80% smaller)! http://tinypng.org/ & http://www.jpegmini.com/
  • 72. #37 Setup a Caching Plug-in W3 Total Cache http://wordpress.org/extend/plugins/w3-total-cache/
  • 73. #38 Combine multiple CSS files  Combine CSS files into one to reduce the number of HTTP requests  Minify the big file by removing white- spaces, etc. to reduce file size per request – Check: W3Total > Performance > Minify!  Same goes for JavaScript as well… and put those JS files into the footer, if possible! 73
  • 74. #39 Do CSS-Sprites http://spriteme.org/
  • 75. Tip: Move static contents to a CDN Latency is crucial – especially if you’re serving a global audience, offloading statics to a CDN will give additional performance. CDN Overview: http://gdig.de/cdns
  • 76. #40 Off-load JS-Libs WP Use Google Libraries Simply enable the plug-in & serve JS libs from Google‘s CDN! http://wordpress.org/extend/plugins/use-google-libraries/
  • 77. How to make your site lightning-fast… http://www.slideshare.net/bastiangrimm
  • 78. OMCap 2011 - Online Marketing Konferenz Berlin And that’s it! … 13.10.2011 78
  • 79. Thanks! Questions? mail@grimm-digital.com twitter.com/basgr linkedin.com/in/bastiangrimm facebook.com/grimm.digital http://gdig.de/sydney1 Bastian Grimm, Managing Partner - Grimm Digital