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Doing SEO Right
                       with WordPress
                       Jackson Lo
                       @jackson_lo, SEO Consultant




www.CardinalPath.com    ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   1
What is Search Engine
   Optimization (SEO)?

www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   3
SEO is the process of getting traffic from the
   “free,” “organic,” “editorial” or “natural” listings
   on search engines. All major search engines
   such as Google, Yahoo and Bing have such
   results, where web pages and other content
   such as videos or local listings are shown
   and ranked based on what the search engine
   considers most relevant to users. Payment
   isn’t involved, as it is with paid search ads.
                       http://searchengineland.com/guide/what-is-seo
www.CardinalPath.com              ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   4
Journey of discovery begins…




www.CardinalPath.com               ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   5
Anatomy of a SERP




                                                                                             Paid results




                       Organic results




www.CardinalPath.com    ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.       6
How Search Engines Work

   1. Web crawlers / bots discover sites / pages
   2. Index content
        – Content structure
        – Text, image, video, files
   3. Assign relevancy
        – Content quality / freshness
        – Inbound links
        – Social mentions
   4. Monitor changes
   5. Match queries with results

www.CardinalPath.com         ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   7
Understanding SEO

                   Your website                                            Other websites
                    (On Page)                                                (Off Page)




                       •URL
                       •<title>                                                               •Links from
                       •<meta description>                                                    external websites
                       •<h1>, <h2>, <h3>                                                      •Domain authority
                       •Breadcrumbs                                                           (aka PageRank)
                       •Keyword targeting                                                     •Social media
                       •File names
                       •Internal linking




www.CardinalPath.com              ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   8
What we’re trying to achieve




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   9
WordPress
                                                   Plugins for SEO

                       WordPress SEO Plugin by Yoast




www.CardinalPath.com    ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   10
#1 SEO WordPress Plugin




                   http://wordpress.org/extend/plugins/wordpress-seo/
www.CardinalPath.com             ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   11
Why WordPress SEO?

   •   Ease of use
   •   More features
   •   Continuous support
   •   Covers all on page optimization elements
   •   Includes XML sitemap generator
   •   Removes category/ in URL << yes!




          http://jacksonlo.com/all-in-one-seo-pack-wordpress-seo-plugin-review/
www.CardinalPath.com             ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   12
On Page Optimization

   WordPress SEO is as simple as filling in the blanks. The Snippet Preview is a very useful feature that
        shows you how your Title Tag and Meta Description may display in the search results.




www.CardinalPath.com                    ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   13
Advanced Features




                                                                                If a page ever moves


www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   14
XML Sitemaps Generator




                                                                                          Output of XML
                                                                                          sitemap files.
                   Fully configurable!




www.CardinalPath.com             ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   15
Strip category/ out

   • http://jacksonlo.com/category/search-engine-optimization/
   • http://jacksonlo.com/search-engine-optimization/




www.CardinalPath.com     ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   16
Redirects




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   17
Why Redirection Plugin?

   •   Ease of use
   •   No need to modify .htaccess file
   •   Automatically 301 redirect when post URL changes
   •   Manually add 301 and 302 redirection




                       http://wordpress.org/extend/plugins/redirection/
www.CardinalPath.com               ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   18
Redirection Plugin

   • http://jacksonlo.com/open-mic-night/
   • http://jacksonlo.com/open-mic-night-no-show/




   • Note: Change URLs only when absolutely necessary!
        – Longer to load the page.
        – All social signals will NOT carry over to new destination URL.
        – Too many redirects and result in Error 310.

www.CardinalPath.com        ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   19
Be Careful with Too Many Redirects




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   20
Relationship: Google+
 and Your Website
www.CardinalPath.com
              ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   21
Authorship, Basics




                       http://yoast.com/wordpress-rel-author-rel-me/
www.CardinalPath.com              ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   22
Tying it all together...




                                                                     Google is beginning to
                                                                     understand my authorship.




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   23
Testing Google Author Photo




                   http://www.seomoz.org/blog/google-author-photos
www.CardinalPath.com           ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   24
Related Posts Plugin




                                                                                  Links to other
                                                                                  articles!!




     http://alphasis.info/developments/wordpress-plugins/related-posts-via-categories/
www.CardinalPath.com              ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   25
WordPress
  Plugin to Avoid




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   28
SEO Smart Links
                               Not so smart after all…




                       http://seobraintrust.com/seo-smart-links-penalty/
www.CardinalPath.com                ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   29
BUT…
www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   30
Plugins aren’t the
   problem…
   Your Content is.

www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   31
www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   32
Quality Content
                                                      Gets Shared




www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   33
www.CardinalPath.com   ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   34
Connect with Us

                                     Jackson Lo
                                    SEO Consultant
                           twitter      @jackson_lo
                          google+       gplus.to/jacksonlo
                            email       jackson@jacksonlo.com
                             web        jacksonlo.com

                       Connect with Cardinal Path
                            web       CardinalPath.com
                          twitter     @CardinalPath
                       facebook       facebook.com/CardinalPath
                         google+      gplus.to/CardinalPath



www.CardinalPath.com            ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   35

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Doing SEO Right with WordPress

  • 1. Doing SEO Right with WordPress Jackson Lo @jackson_lo, SEO Consultant www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 1
  • 2. What is Search Engine Optimization (SEO)? www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 3
  • 3. SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. http://searchengineland.com/guide/what-is-seo www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 4
  • 4. Journey of discovery begins… www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 5
  • 5. Anatomy of a SERP Paid results Organic results www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 6
  • 6. How Search Engines Work 1. Web crawlers / bots discover sites / pages 2. Index content – Content structure – Text, image, video, files 3. Assign relevancy – Content quality / freshness – Inbound links – Social mentions 4. Monitor changes 5. Match queries with results www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 7
  • 7. Understanding SEO Your website Other websites (On Page) (Off Page) •URL •<title> •Links from •<meta description> external websites •<h1>, <h2>, <h3> •Domain authority •Breadcrumbs (aka PageRank) •Keyword targeting •Social media •File names •Internal linking www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 8
  • 8. What we’re trying to achieve www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 9
  • 9. WordPress Plugins for SEO WordPress SEO Plugin by Yoast www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 10
  • 10. #1 SEO WordPress Plugin http://wordpress.org/extend/plugins/wordpress-seo/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 11
  • 11. Why WordPress SEO? • Ease of use • More features • Continuous support • Covers all on page optimization elements • Includes XML sitemap generator • Removes category/ in URL << yes! http://jacksonlo.com/all-in-one-seo-pack-wordpress-seo-plugin-review/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 12
  • 12. On Page Optimization WordPress SEO is as simple as filling in the blanks. The Snippet Preview is a very useful feature that shows you how your Title Tag and Meta Description may display in the search results. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 13
  • 13. Advanced Features If a page ever moves www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 14
  • 14. XML Sitemaps Generator Output of XML sitemap files. Fully configurable! www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 15
  • 15. Strip category/ out • http://jacksonlo.com/category/search-engine-optimization/ • http://jacksonlo.com/search-engine-optimization/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 16
  • 16. Redirects www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 17
  • 17. Why Redirection Plugin? • Ease of use • No need to modify .htaccess file • Automatically 301 redirect when post URL changes • Manually add 301 and 302 redirection http://wordpress.org/extend/plugins/redirection/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 18
  • 18. Redirection Plugin • http://jacksonlo.com/open-mic-night/ • http://jacksonlo.com/open-mic-night-no-show/ • Note: Change URLs only when absolutely necessary! – Longer to load the page. – All social signals will NOT carry over to new destination URL. – Too many redirects and result in Error 310. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19
  • 19. Be Careful with Too Many Redirects www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 20
  • 20. Relationship: Google+ and Your Website www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 21
  • 21. Authorship, Basics http://yoast.com/wordpress-rel-author-rel-me/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 22
  • 22. Tying it all together... Google is beginning to understand my authorship. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 23
  • 23. Testing Google Author Photo http://www.seomoz.org/blog/google-author-photos www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 24
  • 24. Related Posts Plugin Links to other articles!! http://alphasis.info/developments/wordpress-plugins/related-posts-via-categories/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 25
  • 25. WordPress Plugin to Avoid www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 28
  • 26. SEO Smart Links Not so smart after all… http://seobraintrust.com/seo-smart-links-penalty/ www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 29
  • 27. BUT… www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 30
  • 28. Plugins aren’t the problem… Your Content is. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 31
  • 29. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 32
  • 30. Quality Content Gets Shared www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 33
  • 31. www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 34
  • 32. Connect with Us Jackson Lo SEO Consultant twitter @jackson_lo google+ gplus.to/jacksonlo email jackson@jacksonlo.com web jacksonlo.com Connect with Cardinal Path web CardinalPath.com twitter @CardinalPath facebook facebook.com/CardinalPath google+ gplus.to/CardinalPath www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 35