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

CONTROL WHAT YOU CAN CONTROL IN WORDPRESS.

ON PAGE SEO FTW!
(FOR THE WIN)

A Talk By:
Mike Zielonka of
Tuna Traffic
@mikezielonka

WHO AM I?
Mike Zielonka
Director of Web Strategy
at

Tuna Traffic

@mikezielonka
linkedin.com/in/mikezielonka

WHAT WILL WE COVER?
• Natural Keyword Rich Content • Google+ Authorship

• Open Graph Tags • Canonical URL

• Title Text • Anchor text & Title Text for Links

• SEO Friendly URLs • Alt Text, Title Text & File Naming

• Why the Meta Description still • How to use Nofollow and Noindex
matters
• XML Sitemaps
• Meta Keywords are useless but
can be useful • Why comments are gold

• Semantic Markup & Heading Tags • Social Authority

• Microdata, Microformats, RDFa &
Rich Snippets

Content was the PAST. Context is the PRESENT.

Enhanced Google Search VS Normal Google Search

TAKING CONTROL

Quality Content
+
Optimized On Page SEO
+
Social Authority
=
Controlling What You Can Control

NATURAL KEYWORD RICH CONTENT
• Thereis no equation for how often your keyword
and its variations should be used.

• There
is a point in Google’s Bell Curve where your
SEO will be hurt by over optimization.

• Follow
the guideline of using a variant of your
keyword 1-3 times a paragraph.

SEO FRIENDLY URLS
• Set your permalinks to: /%category%/%postname%

• Other
variants will work depending on how much
content you have or will have.

• Strip
the category base from category URLS using
WordPress SEO.

How to set your Premalinks to be SEO Friendly.

SEMANTIC MARKUP & HEADING TAGS
• Use your target keyword phrase in your <title> and <h1> but
use variations.

• WordPress SEO makes it easy to customize both separately.

• <H1> is your page title and <title> is set under SEO Title in
the WordPress SEO settings.

• Use <hgroup> tag to create Semantic Headings when using
multiple heading tags.

• Use your Heading Tags to make your content easy to read
for Search Engines and visitors.

WHY THE META DESCRIPTION STILL
MATTERS
• TheMeta Description does NOT impact your SERP
(Search Engine Ranking Position).

• TheMeta Description DOES impact a users decision on
what link a user decides to click on and used for other
things like Open Graph Tags.

• Use %%excerpt%% to auto generate a meta description
in the Titles & Metas settings in WordPress SEO.

• Usethis as a safe guard for when you forget to write
one.

How to have WordPress SEO auto generated Meta Descriptions.

OPEN GRAPH PROTOCOL
• Customizes what platforms such as: Facebook,
Google Plus, LinkedIn, etc use to determine
what 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>

How To Enable Open Graph in WordPress SEO

META KEYWORDS ARE USELESS BUT
CAN BE USEFUL
• Google & Bing do NOT use them so neither should
you...BUT...

• Ifyou know your competitors are watching your
every move, you can use Meta Keywords to throw
them off...

• ORBETTER YET...Look at what keywords your
competitors “think” they are optimizing for.

MICRODATA, MICROFORMATS, RDFA &
RICH SNIPPETS
• This
topic goes very deep because of competing
technologies.

• Microdata - HTML5 http://schema.org &
Preferred Method

• Microformat - Old format http://microformats.org

• RDFa - (Resource Description Framework – in –
attributes) W3C Recommendation

Examples of Rich Snippets on Google

HOW TO ADD MICRODATA IN
WORDPRESS
• Use the Schema Creator by Raven Plugin.

• Add detailed data about events, places,
movies, music, & more.

Add Custom Microdata to your content using the Schema Creator by
Raven Plugin.

THE GOOGLE+ AUTHORSHIP SETUP
• OnGoogle+ add your site as a site you contribute
too.

• In
WP, go to your WordPress profile and paste in
your Google+ url.

• In
WordPress SEO settings Under Titles & Metas set
the Google+ Author highlighting for your home
page.

CANONICAL URL
• Tells
Search Engines which URL is the absolute correct URL
to use.

• Prevents you from having duplicate content.

• example: www.google.com, google.com or,
google.com/?foo...Canonical lets you define which one
is Google should consider the absolute url.

• Canonical URLs are set by WP core for post/pages and
WordPress SEO handles tags, categories, etc. WordPress
SEO allows you to set a different Canonical URL for a
specific post/page

ANCHOR TEXT & TITLE TEXT FOR LINKS
• Title
text tells the search engine what the linked url
is about.

• Anchor text tells the search engine what the link is
about.

• Link Example:

• <a href=”http://google.com” title=”World’s Best
Search Engine”>the world’s best search
engine</a>

ALT TEXT, TITLE TEXT & FILE NAMING
• Name your files with spaces (or %20) or dashes.

• Underscores appear as onelongword to Search
Engines.

• Alt text describes an image.

• You can use title text on an image.

• IMG Example

• <imgsrc=”http://google.com/logo.jpg” title=”Google
Logo” alt=”Google’s Red, & White, Blue Logo”>

HOW TO USE NOFOLLOW AND NOINDEX
• Nofollow
prevents links from passing “link juice” to
the page they are linking to.

• Noindex prevents the Search Engine from indexing
content.

• Tips

• Nofollow & Noindex your goal tracking pages.

• Seriously
consider no indexing your tag and/or
category pages to prevent duplicate content.

XML SITEMAPS
• Gives Search Engines a road map across your site.
This includes your content, how frequently it
changes, when it was last updated, and relative
priority for your site.

• You
can create Sitemaps specifically for: video,
images, mobile, & news.

• Make
sure you submit to Google via Google
Webmaster Tools

How to Create a Sitemap With WordPress SEO

WHY COMMENTS ARE STILL GOLD
• Commentators create content for you

• Some Third Party Comment Systems like Facebook
or Livefyre allow visitors to post their comments on
their social network

• Askingcommentators to opt in to your email list still
works well for building your email lists

SOCIAL AUTHORITY
• Search Engines use Social Indicators to influence
users clicks and SERP

• Bing: Facebook Integration

• Google: G+ Integration

• Social
Share Counts add credibility to your content
to Search Engines & visitors.

HOW TO ADD SOCIAL SHARING
• Usea Plugin that you can trust and loads your
social sharing buttons FAST. My top 3 are:

• Jetpack

• Digg Digg 2.0

• Share This

• Must Use Networks: Google Plus, FB, Twitter

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 WordPress

PREMIUM WORDPRESS PLUGINS
• SEO Smart Links – Premium Edition

• Video SEO for WordPress

• Local SEO for WordPress

TOOLS
• http://www.opensiteexplorer.org/

• https://adwords.google.com/o/KeywordTool

RESOURCES
• http://yoast.com/articles/wordpress-seo/

• http://www.seomoz.org/beginners-guide-to-seo

THANKS FOR COMING!
Have questions?

Tweet Me: @mikezielonka

http://tunatraffic.com/mike-zielonka/

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

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