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Introduc)on	
  to	
  SEO	
  and	
  	
  
SEO	
  for	
  WordPress	
  
Chris	
  Burgess,	
  Peter	
  Mead	
  and	
  Michael	
  Jones	
  
A	
  li7le	
  about	
  us…	
  
Chris	
  is	
  Chief	
  Informa9on	
  
Officer	
  for	
  a	
  non	
  profit	
  in	
  
Melbourne	
  and	
  is	
  ac9vely	
  
involved	
  in	
  tech	
  user	
  groups	
  
including	
  co-­‐managing	
  the	
  
Melbourne	
  SEO	
  Meetup	
  with	
  
Michael	
  Jones.	
  In	
  his	
  spare	
  
9me	
  he	
  also	
  enjoys	
  working	
  
on	
  a	
  variety	
  of	
  web	
  projects	
  
and	
  manages	
  a	
  few	
  of	
  his	
  own	
  
websites.	
  
Peter	
  Mead	
  is	
  a	
  WordPress	
  and	
  
SEO	
  consultant,	
  with	
  a	
  focus	
  on	
  
strategy.	
  Working	
  with	
  small	
  
business	
  clients	
  to	
  deliver	
  
personalized	
  WordPress	
  websites	
  
and	
  specialized	
  SEO	
  services,	
  he	
  
feels	
  quality	
  is	
  a	
  determining	
  
factor	
  for	
  las9ng	
  success	
  on	
  the	
  
web.	
  He	
  has	
  also	
  established	
  a	
  
regular	
  WordPress	
  meetup	
  in	
  
Bendigo.	
  
Michael	
  works	
  at	
  Razorfish	
  as	
  SEO	
  
Manager,	
  Suncorp	
  Insurance	
  Head	
  
of	
  Onsite	
  /	
  Technical	
  SEO.	
  Michael	
  
has	
  12	
  years	
  of	
  search	
  engine	
  
marke9ng	
  experience,	
  worked	
  
with	
  many	
  large	
  organisa9ons	
  in	
  
Australia	
  (both	
  in-­‐house	
  and	
  
agency	
  side),	
  in	
  a	
  broad	
  range	
  of	
  
industries	
  including:	
  shopping,	
  
classifieds	
  and	
  service	
  websites.	
  
Michael	
  specialises	
  in	
  SEO	
  but	
  also	
  
has	
  experience	
  in	
  SEM,	
  Analy9cs,	
  
Social,	
  Local,	
  Reputa9on	
  
management	
  and	
  Email	
  Marke9ng.	
  
Peter	
  Mead	
  
PeterMeadIT.com	
  
Chris	
  Burgess	
  
ChrisBurgess.com.au	
  
Michael	
  Jones	
  
HolidayPoint.com.au	
  
Agenda	
  
•  (Part	
  1)	
  Introduc)on	
  to	
  SEO	
  –	
  Chris	
  Burgess	
  
–  SEO	
  basics	
  and	
  why	
  SEO	
  is	
  important	
  
–  Areas	
  to	
  focus	
  on	
  to	
  help	
  you	
  get	
  found	
  in	
  the	
  major	
  search	
  engines	
  
–  Onsite	
  and	
  offsite	
  SEO	
  
–  The	
  importance	
  of	
  keyword	
  research	
  
	
  
•  (Part	
  2)	
  SEO	
  and	
  WordPress	
  –	
  Peter	
  Mead	
  
–  SEO	
  and	
  WordPress	
  
–  WordPress’	
  SEO	
  capabili9es	
  out	
  of	
  the	
  box	
  
–  Recommended	
  plugins	
  
–  Themes	
  and	
  frameworks	
  
•  (Part	
  3)	
  SEO	
  Tools	
  –	
  Michael	
  Jones	
  
–  Common	
  issues	
  and	
  fixes	
  
–  Tools	
  and	
  services	
  
–  Examples	
  of	
  some	
  do's	
  and	
  don'ts	
  
–  Where	
  to	
  from	
  here?	
  
	
  
•  (Part	
  4)	
  SEO	
  Q&A	
  Panel	
  and	
  Ques)ons	
  
Part	
  1	
  -­‐	
  Introduc)on	
  to	
  SEO	
  
Image	
  source:	
  h[p://www.yourthoughtpartner.com/blog	
  
Is	
  this	
  how	
  you	
  feel	
  about	
  SEO?	
  
SEO	
  basics	
  and	
  why	
  SEO	
  is	
  important	
  
Everybody	
  wants	
  to	
  get	
  found	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
…but	
  not	
  everyone	
  can	
  get	
  to	
  #1	
  spot	
  on	
  search	
  engines	
  
	
  
That’s	
  why	
  you	
  need	
  SEO.	
  
	
  
	
  
At	
  least	
  not	
  at	
  the	
  top!	
  J	
  
What	
  does	
  SEO	
  stand	
  for?	
  
Search	
  Engine	
  Op)miza)on	
  
Defini)on	
  of	
  SEO	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
“The	
  process	
  of	
  increasing	
  the	
  number	
  of	
  visitors	
  to	
  a	
  
website	
  by	
  achieving	
  high	
  rank	
  in	
  the	
  search	
  results	
  of	
  a	
  
search	
  engine.	
  The	
  higher	
  a	
  website	
  ranks	
  in	
  the	
  results	
  
of	
  a	
  search,	
  the	
  greater	
  the	
  chance	
  that	
  users	
  will	
  visit	
  
the	
  site.	
  It	
  is	
  common	
  prac9ce	
  for	
  Internet	
  users	
  to	
  not	
  
click	
  past	
  the	
  first	
  few	
  pages	
  of	
  search	
  results,	
  therefore	
  
high	
  rank	
  in	
  SERPs	
  is	
  essen)al	
  for	
  obtaining	
  traffic	
  for	
  a	
  
site.	
  SEO	
  helps	
  to	
  ensure	
  that	
  a	
  site	
  is	
  accessible	
  to	
  a	
  
search	
  engine	
  and	
  improves	
  the	
  chances	
  that	
  the	
  site	
  
will	
  be	
  indexed	
  and	
  favorably	
  ranked	
  by	
  the	
  search	
  
engine.”	
  -­‐	
  Moz	
  
Search	
  Engines	
  –	
  Librarians	
  of	
  the	
  Internet	
  
Think	
  of	
  search	
  engines	
  like	
  the	
  librarians	
  of	
  the	
  
Internet.	
  	
  
	
  
Their	
  systems	
  collect	
  informa)on	
  about	
  every	
  page	
  on	
  
the	
  web	
  so	
  they	
  can	
  help	
  users	
  find	
  exactly	
  what	
  they’re	
  
looking	
  for.	
  
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
Search	
  engines	
  use	
  a	
  program	
  called	
  an	
  algorithm	
  (think	
  
of	
  it	
  like	
  a	
  secret	
  recipe)	
  to	
  determine	
  what	
  pages	
  to	
  
suggest	
  for	
  a	
  search	
  query	
  by	
  a	
  user.	
  
	
  
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
Image	
  Source:	
  h[p://www.longtermfix.com/	
  
How	
  do	
  they	
  do	
  it?	
  
Algorithms	
  are	
  constantly	
  being	
  updated	
  which	
  means	
  that	
  
rankings	
  are	
  constantly	
  changing.	
  
	
  
These	
  algorithm	
  changes	
  have	
  code	
  names.	
  You	
  may	
  have	
  heard	
  
some	
  of	
  the	
  more	
  popular	
  ones	
  Penguin,	
  Panda	
  and	
  Hummingbird.	
  
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
Image	
  Source:	
  h[p://www.longtermfix.com/	
  and	
  h[p://www.markcijo.com/	
  
Upda)ng	
  the	
  algorithm	
  
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
Source:	
  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon	
  
Why	
  should	
  I	
  care?	
  
If	
  you	
  own	
  a	
  website,	
  understanding	
  the	
  key	
  ingredients	
  search	
  
engines	
  are	
  looking	
  for	
  in	
  their	
  secret	
  recipe	
  (ranking	
  factors)	
  and	
  
making	
  it	
  easy	
  for	
  search	
  engines	
  to	
  find	
  them	
  on	
  your	
  site	
  helps	
  
to	
  improve	
  your	
  chances	
  of	
  being	
  displayed	
  higher	
  up	
  in	
  the	
  
search	
  engine	
  results	
  page	
  (SERP).	
  	
  
	
  
This	
  process	
  is	
  known	
  as	
  search	
  engine	
  op9misa9on	
  (SEO).	
  
Why	
  SEO	
  is	
  important	
  
Higher	
  SERP	
  
More	
  visitors	
  +	
  customers	
  
to	
  your	
  site	
  
Greater	
  exposure	
  and	
  
opportunity	
  for	
  conversions	
  
(leads,	
  sales,	
  revenue	
  etc.)	
  
$$$	
  
Geeng	
  Found	
  
Ge]ng	
  Found	
  
•  Just	
  being	
  online	
  doesn’t	
  guarantee	
  being	
  found	
  
•  Lots	
  of	
  people	
  have	
  great	
  websites,	
  causes,	
  products	
  and	
  
services,	
  but	
  they	
  don’t	
  get	
  much	
  traffic	
  
•  You	
  might	
  be	
  in	
  a	
  compe99ve	
  industry	
  
Onsite	
  and	
  Offsite	
  	
  
Onsite	
  
•  Op9mise	
  your	
  pages	
  content	
  
•  Titles,	
  headings,	
  images,	
  text,	
  meta	
  descrip9ons	
  
•  Keywords	
  and	
  content	
  strategy	
  
•  XML	
  sitemaps	
  
•  Canonical	
  link	
  to	
  determine	
  the	
  “original”	
  page	
  (we’ll	
  cover	
  this	
  
bit	
  later)	
  
•  Robots.txt	
  (we’ll	
  cover	
  this	
  bit	
  later)	
  
•  Configura9on	
  
Offsite	
  
•  Should	
  be	
  done	
  aier	
  on	
  site	
  op9misa9on	
  
•  Links	
  (context,	
  anchor	
  text)	
  
–  Inbound	
  links	
  =	
  The	
  Holy	
  Grail	
  
•  Quality	
  of	
  links	
  
•  Bad	
  links	
  can	
  hurt	
  your	
  site	
  
•  Social	
  media,	
  web	
  2.0	
  proper9es	
  etc.	
  
•  Bookmarking,	
  StumbleUpon,	
  Digg,	
  Squidoo	
  etc.	
  
•  Examples	
  of	
  good	
  links:	
  mainstream	
  news	
  site	
  or	
  blog,	
  natural	
  
•  Example	
  of	
  bad	
  links:	
  spammy,	
  unnatural	
  
Example	
  of	
  bad	
  links	
  
How	
  can	
  you	
  get	
  links?	
  
•  Link	
  building/earning	
  –	
  create	
  high	
  quality	
  and	
  unique	
  content	
  
–  Blogs	
  
–  Social	
  media	
  
–  Podcasts	
  
–  Video	
  
–  eBooks	
  
–  eNewsle[ers	
  
–  Infographics	
  
–  Whitepapers	
  
•  The	
  buzzword	
  is	
  “inbound	
  marke9ng”	
  
Keyword	
  Research	
  
What	
  do	
  you	
  want	
  to	
  be	
  found	
  for?	
  
Keyword	
  Research	
  
•  Knowing	
  your	
  audience	
  
•  What	
  they	
  search	
  for	
  
•  What	
  keywords	
  to	
  focus	
  on	
  
•  Compe9tor	
  analysis	
  
•  Look	
  for	
  words	
  that	
  have	
  high	
  search	
  volume	
  and	
  low	
  
compe99on,	
  they	
  will	
  be	
  easier	
  to	
  rank	
  for	
  
Good	
  “Moving	
  house	
  on	
  a	
  budget”	
  
Bad	
  “Broke	
  and	
  need	
  to	
  get	
  out?”	
  
	
  
Good	
  “Bookkeeping	
  9ps	
  for	
  small	
  business”	
  
Bad	
  “Ge>ng	
  your	
  books	
  in	
  order”	
  
	
  
Keyword	
  Research	
  
•  Many	
  tools	
  and	
  methods	
  available	
  
•  Looking	
  for	
  keywords	
  with:	
  	
  
–  high	
  traffic	
  value	
  
–  low	
  compe99on	
  
–  make	
  great	
  9tles	
  
–  make	
  great	
  content	
  	
  
•  Check	
  out	
  h[p://tools.seobook.com/keyword-­‐tools/seobook/	
  
Google	
  Keyword	
  Planner	
  (formerly	
  AdWords	
  Keyword	
  Tool)	
  
h[p://adwords.google.com/keywordplanner	
  	
  
Recap	
  
•  SEO	
  basics	
  and	
  why	
  SEO	
  is	
  important	
  
•  Areas	
  to	
  focus	
  on	
  to	
  help	
  you	
  get	
  found	
  in	
  the	
  major	
  search	
  
engines	
  
•  Onsite	
  and	
  offsite	
  SEO	
  
•  The	
  importance	
  of	
  keyword	
  research	
  
Part	
  2	
  -­‐	
  SEO	
  and	
  WordPress	
  
SEO	
  and	
  WordPress	
  	
  
is	
  a	
  match	
  	
  
made	
  in	
  heaven	
  
What	
  works	
  for	
  me…	
  
•  Quality	
  -­‐	
  PLAF	
  
– People	
  
– Link	
  
– Ar9cles	
  
– Found	
  
•  Cri9cal	
  factors	
  -­‐	
  SAT	
  
– Site	
  speed	
  	
  
– Ar9cles	
  /	
  Content	
  
– Time	
  on	
  site	
  /	
  Bounce	
  rate	
  
•  WordPress	
  helps	
  make	
  these	
  processes	
  easy	
  for	
  users	
  
WordPress’	
  SEO	
  capabili)es	
  out	
  of	
  
the	
  box	
  
WordPress’	
  SEO	
  capabili)es	
  out	
  of	
  the	
  box	
  
•  Strong	
  community	
  
•  Well	
  supported	
  
•  It’s	
  a	
  clean,	
  easy	
  to	
  use	
  CMS	
  
•  Titles,	
  Headings	
  and	
  Content	
  
•  Professional	
  publishing	
  plarorm	
  (built	
  with	
  SEO	
  in	
  mind)	
  	
  
•  Search	
  friendly	
  URLs	
  (permalinks)	
  
•  Google	
  can	
  index	
  default	
  WordPress	
  quite	
  easily	
  
•  Ability	
  to	
  easily	
  extend	
  (via	
  Plugins)	
  
Recommended	
  Plugins	
  
Yoast	
  	
  
h[p://yoast.com/wordpress/seo/	
  
h[p://yoast.com/wordpress-­‐seo-­‐premium-­‐release/	
  
Yoast:	
  Overview	
  of	
  features	
  
•  Developed	
  by	
  pro’s	
  (Joost)	
  for	
  pro’s	
  and	
  beginners	
  alike	
  
•  Very	
  easy	
  to	
  use	
  
Features:	
  
•  Op)mize	
  your	
  WordPress	
  site	
  with	
  just	
  one	
  plugin	
  
•  The	
  most	
  complete	
  SEO	
  plugin	
  for	
  WordPress	
  available	
  
•  Content	
  analysis	
  func)onality	
  -­‐	
  write	
  be[er	
  content	
  with	
  the	
  
built-­‐in	
  content	
  analysis	
  and	
  easily	
  op9mize	
  your	
  sites	
  9tles	
  and	
  
descrip9ons	
  with	
  the	
  snippet	
  preview	
  
•  Automa)cally	
  generate	
  XML	
  Sitemaps	
  
•  And	
  many	
  more	
  technical	
  improvements	
  to	
  your	
  site	
  that	
  you	
  
don’t	
  even	
  have	
  to	
  look	
  at.	
  
Source:	
  h[p://yoast.com/wordpress/seo/	
  
Yoast:	
  Titles	
  and	
  meta	
  tags	
  
•  Set	
  templates	
  for	
  9tles	
  and	
  meta	
  descrip9ons	
  for	
  all	
  types	
  of	
  
pages	
  globally	
  
•  The	
  WordPress	
  SEO	
  meta	
  box	
  to	
  op9mize	
  your	
  post	
  9tle	
  and	
  
meta	
  descrip9on	
  
•  The	
  snippet	
  preview	
  shows	
  what	
  it	
  would	
  look	
  like	
  in	
  Google,	
  
this	
  helps	
  us	
  crai	
  for	
  higher	
  click-­‐through’s	
  
Source:	
  h[p://yoast.com/wordpress/seo/	
  
Yoast:	
  this	
  is	
  what	
  it	
  looks	
  like…	
  
Yoast:	
  Page	
  Analysis	
  
Yoast:	
  Advanced	
  
Aiming	
  for	
  green!	
  
Other	
  WordPress	
  Plugins	
  
All	
  In	
  One	
  SEO	
  Pack	
  
•  Free	
  version	
  and	
  also	
  pro	
  version	
  for	
  $39USD	
  +	
  $49	
  every	
  12	
  
months	
  
h[p://semperplugins.com	
  
Broken	
  Link	
  Checker	
  
•  Checks	
  your	
  blog	
  for	
  broken	
  links	
  and	
  missing	
  images	
  and	
  
no9fies	
  you	
  on	
  the	
  dashboard	
  if	
  any	
  are	
  found.	
  
•  Free	
  plugin	
  
h[p://w-­‐shadow.com/blog/2007/08/05/broken-­‐link-­‐checker-­‐for-­‐wordpress/	
  	
  
Google	
  XML	
  Sitemaps	
  
•  This	
  plugin	
  will	
  generate	
  a	
  special	
  XML	
  sitemap	
  which	
  will	
  help	
  
search	
  engines	
  like	
  Google,	
  Yahoo,	
  Bing	
  and	
  Ask.com	
  to	
  be[er	
  
index	
  your	
  blog.	
  
h[p://www.arnebrachhold.de/projects/wordpress-­‐plugins/google-­‐xml-­‐sitemaps-­‐generator/	
  	
  
Google	
  XML	
  Sitemap	
  for	
  Images	
  
•  This	
  plugin	
  will	
  generate	
  a	
  XML	
  Image	
  Sitemap	
  for	
  your	
  
WordPress	
  blog.	
  Open	
  the	
  seengs	
  page	
  to	
  create	
  your	
  image	
  
sitemap.	
  
•  Free	
  plugin	
  
h[p://wordpress.org/plugins/google-­‐image-­‐sitemap/	
  	
  
Head	
  Cleanup	
  
•  Remove	
  extraneous	
  head	
  tags	
  from	
  WordPress	
  
•  Free	
  plugin	
  
h[p://wordpress.org/plugins/header-­‐cleanup/	
  	
  
NGFB	
  Open	
  Graph+	
  Pro	
  
•  Adds	
  HTML	
  header	
  tags	
  for	
  be[er	
  Google	
  Search	
  results	
  and	
  
Social	
  Sharing	
  posts.	
  An	
  essen9al	
  plugin	
  for	
  every	
  WordPress	
  
website!	
  
•  Free	
  plugin	
  and	
  pro	
  version	
  for	
  $29USD	
  
h[p://surniaulula.com/extend/plugins/nextgen-­‐facebook/	
  	
  
WP	
  Minify	
  
•  This	
  plugin	
  uses	
  the	
  Minify	
  engine	
  to	
  combine	
  and	
  compress	
  JS	
  
and	
  CSS	
  files	
  to	
  improve	
  page	
  load	
  9me.	
  
•  Free	
  plugin	
  
h[p://wordpress.org/plugins/wp-­‐minify/	
  	
  
Themes	
  and	
  Frameworks	
  
Themes	
  and	
  Theme	
  Frameworks	
  
•  Pagelines	
  
h[p://www.pagelines.com/	
  
	
  
	
  
	
  
•  WooThemes	
  
h[p://www.woothemes.com/	
  
	
  
•  Genesis	
  
h[p://my.studiopress.com/themes/genesis/	
  	
  
•  Thesis	
  
h[p://diythemes.com/	
  
Recap	
  
•  SEO	
  and	
  WordPress	
  –	
  match	
  made	
  in	
  heaven	
  
•  WordPress’	
  SEO	
  capabili9es	
  out	
  of	
  the	
  box	
  
•  Recommended	
  plugins	
  
•  Themes	
  and	
  frameworks	
  
Part	
  3	
  –	
  SEO	
  Tools,	
  )ps	
  and	
  
recommenda)ons	
  	
  
Common	
  issues	
  and	
  fixes	
  
Headings	
  
<h1>’s	
  and	
  <h2>’s	
  not	
  used	
  as	
  well	
  as	
  they	
  could	
  
Robots.txt	
  
•  Robots.txt	
  is	
  used	
  by	
  Google	
  and	
  other	
  search	
  engines	
  to	
  know	
  
which	
  pages	
  the	
  spiders	
  should	
  index.	
  	
  
•  Can	
  edit	
  robots.txt	
  manually	
  or	
  with	
  a	
  plugin.	
  	
  
•  Can	
  control	
  each	
  page	
  or	
  post	
  if	
  desired.	
  
•  Indexing	
  your	
  search	
  pages	
  Disallow:	
  /*?s=	
  
Excluding	
  content	
  
•  Exclude	
  category,	
  tag,	
  archive,	
  author	
  tags	
  to	
  suit	
  
•  You	
  can	
  do	
  this	
  manually	
  or	
  through	
  an	
  SEO	
  plugin	
  
Canonicalisa)on	
  
•  Google	
  introduced	
  canonical	
  link	
  to	
  dis9nguish	
  the	
  “original”	
  
page	
  from	
  deriva9ve	
  pages	
  in	
  your	
  site,	
  to	
  avoid	
  "duplicate	
  
content!"	
  
•  Set	
  in	
  the	
  seengs	
  of	
  your	
  WordPress	
  site	
  
•  Set	
  it	
  on	
  a	
  page	
  level	
  for	
  each	
  page	
  if	
  needed	
  
XML	
  Sitemaps	
  
•  XML	
  sitemaps	
  are	
  used	
  by	
  GWT	
  (Google	
  Webmaster	
  tools)	
  
•  Plugins	
  (such	
  as	
  WordPress	
  SEO	
  etc.)	
  let	
  you	
  create	
  and	
  control	
  
details	
  of	
  said	
  XML	
  sitemaps.	
  	
  
•  Tells	
  Google	
  what	
  is	
  important.	
  
.htaccess	
  Configura)on	
  
1.  Set	
  character	
  formaeng	
  
2.  Enabling	
  compression	
  of	
  txt	
  based	
  
assets	
  using	
  DELFATE	
  
3.  Enable	
  caching	
  of	
  image	
  based	
  
assets	
  
4.  Enable	
  caching	
  of	
  txt	
  based	
  assets	
  
5.  Enabling	
  last	
  modified	
  headers	
  
6.  Fixing	
  Etag	
  issues	
  
	
  
Most	
  of	
  this	
  on	
  the	
  right	
  can	
  be	
  copied	
  
straight	
  into	
  the	
  htaccess	
  
	
  
===============================	
  
	
  
AddDefaultCharset	
  UTF-­‐8	
  
	
  
<ifModule	
  mod_deflate.c>	
  
<filesMatch	
  ".(css|js|txt|x?html?|php)$”>	
  
SetOutputFilter	
  DEFLATE	
  
</filesMatch>	
  
</ifModule>	
  
	
  
<FilesMatch	
  ".(gif|png|jpg|jpeg|js|swf|bmp|ico)$”>	
  
ExpiresAc9ve	
  On	
  
ExpiresDefault	
  "access	
  plus	
  2	
  years”	
  
Header	
  set	
  Cache-­‐Control	
  "public,	
  no-­‐transform”	
  
</FilesMatch>	
  
	
  
<FilesMatch	
  ".(js|css)$”>	
  
ExpiresAc9ve	
  On	
  
ExpiresDefault	
  "access	
  plus	
  2	
  months”	
  
Header	
  set	
  Cache-­‐Control	
  "public,	
  no-­‐transform”	
  
</FilesMatch>	
  
	
  
<IfModule	
  mod_headers.c>	
  
<FilesMatch	
  ".(js|css|xml|gz|gif|png|jpg|jpeg|swf|bmp|ico)$”>	
  
Header	
  append	
  Vary	
  Accept-­‐Encoding	
  
Header	
  set	
  Last-­‐Modified	
  "Thu,	
  27	
  Jun	
  2011	
  12:00:00	
  GMT”	
  
</FilesMatch>	
  
</IfModule>	
  
	
  
<ifModule	
  mod_headers.c>	
  
Header	
  unset	
  ETag	
  
</ifModule>	
  
FileETag	
  None	
  
	
  
===============================	
  
Tools	
  
Screaming	
  Frog	
  
h[p://www.screamingfrog.co.uk/seo-­‐spider/licence/	
  "
ScrapeBox	
  
h[p://www.scrapebox.com/	
  	
  "
Open	
  Site	
  Explorer	
  	
  
h[p://www.opensiteexplorer.org/	
  "
Majes)c	
  SEO	
  
h[p://www.majes9cseo.com/	
  "
Pagespeed	
  
h[ps://developers.google.com/speed/pagespeed/	
  	
  "
Yslow	
  
h[p://developer.yahoo.com/yslow/	
  	
  	
  
SEO	
  x-­‐ray	
  	
  
h[p://tools.seobook.com/firefox/seo-­‐for-­‐firefox.html	
  	
  
Rich	
  snippet	
  tes)ng	
  tool	
  	
  
h[p://www.google.com/webmasters/tools/richsnippets	
  	
  	
  
PageRank	
  Recovery	
  tool	
  	
  
h[p://www.virante.org/seo-­‐tools/pagerank-­‐recovery-­‐tool	
  	
  
Duplicate	
  Content	
  Tool	
  	
  
h[p://www.virante.org/seo-­‐tools/duplicate-­‐content	
  	
  	
  
Header	
  check	
  tool	
  
h[p://www.webconfs.com/h[p-­‐header-­‐check.php	
  	
  
Examples	
  of	
  some	
  Do’s	
  and	
  Don’ts	
  
Do’s	
  and	
  Dont’s	
  
ü Do	
  focus	
  on	
  quality	
  
ü Do	
  focus	
  on	
  building	
  your	
  
authority	
  
ü Provide	
  content	
  people	
  
actually	
  want	
  
ü Be	
  careful	
  of	
  bad	
  SEO	
  
(due	
  diligence)	
  
✕ Don’t	
  look	
  for	
  tricks	
  
✕ Don’t	
  look	
  for	
  shortcuts	
  
✕ Don’t	
  rely	
  on	
  old	
  informa9on	
  
(search	
  changes	
  fast)	
  
✕ If	
  something	
  feels	
  spammy,	
  it	
  
probably	
  is	
  –	
  don’t	
  use	
  it	
  
Checking	
  your	
  progress	
  
•  Google	
  Analy9cs	
  (key	
  metrics	
  Visits,	
  PageViews,	
  Return	
  vs	
  New,	
  Time	
  on	
  
site,	
  Bounce,	
  Entry	
  and	
  Exit	
  pages)	
  
•  Seeng	
  up	
  goals	
  in	
  Analy9cs	
  (opt-­‐in,	
  form,	
  purchase	
  etc.)	
  
h[p://www.google.com/analy9cs/	
  	
  
•  Google	
  Webmaster	
  Tools	
  
h[ps://www.google.com/webmasters/tools/home?hl=en	
  	
  
•  Advanced	
  Web	
  Ranking	
  
h[p://www.advancedwebranking.com/	
  	
  
•  Raven	
  Tools	
  	
  
h[p://raventools.com/	
  	
  
•  Moz	
  
h[p://moz.com/	
  	
  
Where	
  to	
  from	
  here?	
  
Where	
  to	
  from	
  here?	
  
•  Check	
  out	
  some	
  of	
  these	
  resources	
  for	
  more	
  informa9on	
  
•  Google’s	
  official	
  Webmaster	
  Guides	
  
•  h[p://moz.com/beginners-­‐guide-­‐to-­‐seo	
  
•  h[p://searchengineland.com/guide/what-­‐is-­‐seo	
  
•  Come	
  along	
  to	
  Melbourne	
  SEO	
  Meetups	
  
h[p://www.meetup.com/Melbourne-­‐SEO/	
  
•  Thanks	
  to	
  David	
  Iwanow	
  for	
  some	
  of	
  the	
  images	
  and	
  9ps	
  J	
  
Recap	
  
•  Common	
  issues	
  and	
  fixes	
  
•  Tools	
  
•  Examples	
  of	
  some	
  do’s	
  and	
  don’ts	
  
•  Where	
  to	
  go	
  for	
  more	
  info	
  
Part	
  4	
  -­‐	
  SEO	
  Q&A	
  Panel	
  and	
  
Ques)ons	
  
Peter	
  Mead	
  
PeterMeadIT.com	
  
Chris	
  Burgess	
  
ChrisBurgess.com.au	
  
Michael	
  Jones	
  
HolidayPoint.com.au	
  
Thanks	
  and	
  stay	
  in	
  touch!	
  

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Introduction to SEO and SEO for WordPress

  • 1. Introduc)on  to  SEO  and     SEO  for  WordPress   Chris  Burgess,  Peter  Mead  and  Michael  Jones  
  • 2. A  li7le  about  us…   Chris  is  Chief  Informa9on   Officer  for  a  non  profit  in   Melbourne  and  is  ac9vely   involved  in  tech  user  groups   including  co-­‐managing  the   Melbourne  SEO  Meetup  with   Michael  Jones.  In  his  spare   9me  he  also  enjoys  working   on  a  variety  of  web  projects   and  manages  a  few  of  his  own   websites.   Peter  Mead  is  a  WordPress  and   SEO  consultant,  with  a  focus  on   strategy.  Working  with  small   business  clients  to  deliver   personalized  WordPress  websites   and  specialized  SEO  services,  he   feels  quality  is  a  determining   factor  for  las9ng  success  on  the   web.  He  has  also  established  a   regular  WordPress  meetup  in   Bendigo.   Michael  works  at  Razorfish  as  SEO   Manager,  Suncorp  Insurance  Head   of  Onsite  /  Technical  SEO.  Michael   has  12  years  of  search  engine   marke9ng  experience,  worked   with  many  large  organisa9ons  in   Australia  (both  in-­‐house  and   agency  side),  in  a  broad  range  of   industries  including:  shopping,   classifieds  and  service  websites.   Michael  specialises  in  SEO  but  also   has  experience  in  SEM,  Analy9cs,   Social,  Local,  Reputa9on   management  and  Email  Marke9ng.   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au  
  • 3.
  • 4. Agenda   •  (Part  1)  Introduc)on  to  SEO  –  Chris  Burgess   –  SEO  basics  and  why  SEO  is  important   –  Areas  to  focus  on  to  help  you  get  found  in  the  major  search  engines   –  Onsite  and  offsite  SEO   –  The  importance  of  keyword  research     •  (Part  2)  SEO  and  WordPress  –  Peter  Mead   –  SEO  and  WordPress   –  WordPress’  SEO  capabili9es  out  of  the  box   –  Recommended  plugins   –  Themes  and  frameworks   •  (Part  3)  SEO  Tools  –  Michael  Jones   –  Common  issues  and  fixes   –  Tools  and  services   –  Examples  of  some  do's  and  don'ts   –  Where  to  from  here?     •  (Part  4)  SEO  Q&A  Panel  and  Ques)ons  
  • 5. Part  1  -­‐  Introduc)on  to  SEO  
  • 6. Image  source:  h[p://www.yourthoughtpartner.com/blog   Is  this  how  you  feel  about  SEO?  
  • 7. SEO  basics  and  why  SEO  is  important  
  • 8. Everybody  wants  to  get  found   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   …but  not  everyone  can  get  to  #1  spot  on  search  engines     That’s  why  you  need  SEO.       At  least  not  at  the  top!  J  
  • 9. What  does  SEO  stand  for?   Search  Engine  Op)miza)on  
  • 10. Defini)on  of  SEO   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   “The  process  of  increasing  the  number  of  visitors  to  a   website  by  achieving  high  rank  in  the  search  results  of  a   search  engine.  The  higher  a  website  ranks  in  the  results   of  a  search,  the  greater  the  chance  that  users  will  visit   the  site.  It  is  common  prac9ce  for  Internet  users  to  not   click  past  the  first  few  pages  of  search  results,  therefore   high  rank  in  SERPs  is  essen)al  for  obtaining  traffic  for  a   site.  SEO  helps  to  ensure  that  a  site  is  accessible  to  a   search  engine  and  improves  the  chances  that  the  site   will  be  indexed  and  favorably  ranked  by  the  search   engine.”  -­‐  Moz  
  • 11. Search  Engines  –  Librarians  of  the  Internet   Think  of  search  engines  like  the  librarians  of  the   Internet.       Their  systems  collect  informa)on  about  every  page  on   the  web  so  they  can  help  users  find  exactly  what  they’re   looking  for.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo  
  • 12. Search  engines  use  a  program  called  an  algorithm  (think   of  it  like  a  secret  recipe)  to  determine  what  pages  to   suggest  for  a  search  query  by  a  user.     Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/   How  do  they  do  it?  
  • 13. Algorithms  are  constantly  being  updated  which  means  that   rankings  are  constantly  changing.     These  algorithm  changes  have  code  names.  You  may  have  heard   some  of  the  more  popular  ones  Penguin,  Panda  and  Hummingbird.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/  and  h[p://www.markcijo.com/   Upda)ng  the  algorithm  
  • 14. Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Why  should  I  care?   If  you  own  a  website,  understanding  the  key  ingredients  search   engines  are  looking  for  in  their  secret  recipe  (ranking  factors)  and   making  it  easy  for  search  engines  to  find  them  on  your  site  helps   to  improve  your  chances  of  being  displayed  higher  up  in  the   search  engine  results  page  (SERP).       This  process  is  known  as  search  engine  op9misa9on  (SEO).  
  • 15. Why  SEO  is  important   Higher  SERP   More  visitors  +  customers   to  your  site   Greater  exposure  and   opportunity  for  conversions   (leads,  sales,  revenue  etc.)   $$$  
  • 17. Ge]ng  Found   •  Just  being  online  doesn’t  guarantee  being  found   •  Lots  of  people  have  great  websites,  causes,  products  and   services,  but  they  don’t  get  much  traffic   •  You  might  be  in  a  compe99ve  industry  
  • 19. Onsite   •  Op9mise  your  pages  content   •  Titles,  headings,  images,  text,  meta  descrip9ons   •  Keywords  and  content  strategy   •  XML  sitemaps   •  Canonical  link  to  determine  the  “original”  page  (we’ll  cover  this   bit  later)   •  Robots.txt  (we’ll  cover  this  bit  later)   •  Configura9on  
  • 20. Offsite   •  Should  be  done  aier  on  site  op9misa9on   •  Links  (context,  anchor  text)   –  Inbound  links  =  The  Holy  Grail   •  Quality  of  links   •  Bad  links  can  hurt  your  site   •  Social  media,  web  2.0  proper9es  etc.   •  Bookmarking,  StumbleUpon,  Digg,  Squidoo  etc.   •  Examples  of  good  links:  mainstream  news  site  or  blog,  natural   •  Example  of  bad  links:  spammy,  unnatural  
  • 21. Example  of  bad  links  
  • 22. How  can  you  get  links?   •  Link  building/earning  –  create  high  quality  and  unique  content   –  Blogs   –  Social  media   –  Podcasts   –  Video   –  eBooks   –  eNewsle[ers   –  Infographics   –  Whitepapers   •  The  buzzword  is  “inbound  marke9ng”  
  • 24. What  do  you  want  to  be  found  for?  
  • 25. Keyword  Research   •  Knowing  your  audience   •  What  they  search  for   •  What  keywords  to  focus  on   •  Compe9tor  analysis   •  Look  for  words  that  have  high  search  volume  and  low   compe99on,  they  will  be  easier  to  rank  for   Good  “Moving  house  on  a  budget”   Bad  “Broke  and  need  to  get  out?”     Good  “Bookkeeping  9ps  for  small  business”   Bad  “Ge>ng  your  books  in  order”    
  • 26. Keyword  Research   •  Many  tools  and  methods  available   •  Looking  for  keywords  with:     –  high  traffic  value   –  low  compe99on   –  make  great  9tles   –  make  great  content     •  Check  out  h[p://tools.seobook.com/keyword-­‐tools/seobook/  
  • 27. Google  Keyword  Planner  (formerly  AdWords  Keyword  Tool)   h[p://adwords.google.com/keywordplanner    
  • 28. Recap   •  SEO  basics  and  why  SEO  is  important   •  Areas  to  focus  on  to  help  you  get  found  in  the  major  search   engines   •  Onsite  and  offsite  SEO   •  The  importance  of  keyword  research  
  • 29.
  • 30. Part  2  -­‐  SEO  and  WordPress  
  • 31. SEO  and  WordPress     is  a  match     made  in  heaven  
  • 32. What  works  for  me…   •  Quality  -­‐  PLAF   – People   – Link   – Ar9cles   – Found   •  Cri9cal  factors  -­‐  SAT   – Site  speed     – Ar9cles  /  Content   – Time  on  site  /  Bounce  rate   •  WordPress  helps  make  these  processes  easy  for  users  
  • 33. WordPress’  SEO  capabili)es  out  of   the  box  
  • 34. WordPress’  SEO  capabili)es  out  of  the  box   •  Strong  community   •  Well  supported   •  It’s  a  clean,  easy  to  use  CMS   •  Titles,  Headings  and  Content   •  Professional  publishing  plarorm  (built  with  SEO  in  mind)     •  Search  friendly  URLs  (permalinks)   •  Google  can  index  default  WordPress  quite  easily   •  Ability  to  easily  extend  (via  Plugins)  
  • 36. Yoast     h[p://yoast.com/wordpress/seo/   h[p://yoast.com/wordpress-­‐seo-­‐premium-­‐release/  
  • 37. Yoast:  Overview  of  features   •  Developed  by  pro’s  (Joost)  for  pro’s  and  beginners  alike   •  Very  easy  to  use   Features:   •  Op)mize  your  WordPress  site  with  just  one  plugin   •  The  most  complete  SEO  plugin  for  WordPress  available   •  Content  analysis  func)onality  -­‐  write  be[er  content  with  the   built-­‐in  content  analysis  and  easily  op9mize  your  sites  9tles  and   descrip9ons  with  the  snippet  preview   •  Automa)cally  generate  XML  Sitemaps   •  And  many  more  technical  improvements  to  your  site  that  you   don’t  even  have  to  look  at.   Source:  h[p://yoast.com/wordpress/seo/  
  • 38. Yoast:  Titles  and  meta  tags   •  Set  templates  for  9tles  and  meta  descrip9ons  for  all  types  of   pages  globally   •  The  WordPress  SEO  meta  box  to  op9mize  your  post  9tle  and   meta  descrip9on   •  The  snippet  preview  shows  what  it  would  look  like  in  Google,   this  helps  us  crai  for  higher  click-­‐through’s   Source:  h[p://yoast.com/wordpress/seo/  
  • 39. Yoast:  this  is  what  it  looks  like…  
  • 44. All  In  One  SEO  Pack   •  Free  version  and  also  pro  version  for  $39USD  +  $49  every  12   months   h[p://semperplugins.com  
  • 45. Broken  Link  Checker   •  Checks  your  blog  for  broken  links  and  missing  images  and   no9fies  you  on  the  dashboard  if  any  are  found.   •  Free  plugin   h[p://w-­‐shadow.com/blog/2007/08/05/broken-­‐link-­‐checker-­‐for-­‐wordpress/    
  • 46. Google  XML  Sitemaps   •  This  plugin  will  generate  a  special  XML  sitemap  which  will  help   search  engines  like  Google,  Yahoo,  Bing  and  Ask.com  to  be[er   index  your  blog.   h[p://www.arnebrachhold.de/projects/wordpress-­‐plugins/google-­‐xml-­‐sitemaps-­‐generator/    
  • 47. Google  XML  Sitemap  for  Images   •  This  plugin  will  generate  a  XML  Image  Sitemap  for  your   WordPress  blog.  Open  the  seengs  page  to  create  your  image   sitemap.   •  Free  plugin   h[p://wordpress.org/plugins/google-­‐image-­‐sitemap/    
  • 48. Head  Cleanup   •  Remove  extraneous  head  tags  from  WordPress   •  Free  plugin   h[p://wordpress.org/plugins/header-­‐cleanup/    
  • 49. NGFB  Open  Graph+  Pro   •  Adds  HTML  header  tags  for  be[er  Google  Search  results  and   Social  Sharing  posts.  An  essen9al  plugin  for  every  WordPress   website!   •  Free  plugin  and  pro  version  for  $29USD   h[p://surniaulula.com/extend/plugins/nextgen-­‐facebook/    
  • 50. WP  Minify   •  This  plugin  uses  the  Minify  engine  to  combine  and  compress  JS   and  CSS  files  to  improve  page  load  9me.   •  Free  plugin   h[p://wordpress.org/plugins/wp-­‐minify/    
  • 52. Themes  and  Theme  Frameworks   •  Pagelines   h[p://www.pagelines.com/         •  WooThemes   h[p://www.woothemes.com/     •  Genesis   h[p://my.studiopress.com/themes/genesis/     •  Thesis   h[p://diythemes.com/  
  • 53. Recap   •  SEO  and  WordPress  –  match  made  in  heaven   •  WordPress’  SEO  capabili9es  out  of  the  box   •  Recommended  plugins   •  Themes  and  frameworks  
  • 54.
  • 55. Part  3  –  SEO  Tools,  )ps  and   recommenda)ons    
  • 56. Common  issues  and  fixes  
  • 57. Headings   <h1>’s  and  <h2>’s  not  used  as  well  as  they  could  
  • 58. Robots.txt   •  Robots.txt  is  used  by  Google  and  other  search  engines  to  know   which  pages  the  spiders  should  index.     •  Can  edit  robots.txt  manually  or  with  a  plugin.     •  Can  control  each  page  or  post  if  desired.   •  Indexing  your  search  pages  Disallow:  /*?s=  
  • 59. Excluding  content   •  Exclude  category,  tag,  archive,  author  tags  to  suit   •  You  can  do  this  manually  or  through  an  SEO  plugin  
  • 60. Canonicalisa)on   •  Google  introduced  canonical  link  to  dis9nguish  the  “original”   page  from  deriva9ve  pages  in  your  site,  to  avoid  "duplicate   content!"   •  Set  in  the  seengs  of  your  WordPress  site   •  Set  it  on  a  page  level  for  each  page  if  needed  
  • 61. XML  Sitemaps   •  XML  sitemaps  are  used  by  GWT  (Google  Webmaster  tools)   •  Plugins  (such  as  WordPress  SEO  etc.)  let  you  create  and  control   details  of  said  XML  sitemaps.     •  Tells  Google  what  is  important.  
  • 62. .htaccess  Configura)on   1.  Set  character  formaeng   2.  Enabling  compression  of  txt  based   assets  using  DELFATE   3.  Enable  caching  of  image  based   assets   4.  Enable  caching  of  txt  based  assets   5.  Enabling  last  modified  headers   6.  Fixing  Etag  issues     Most  of  this  on  the  right  can  be  copied   straight  into  the  htaccess     ===============================     AddDefaultCharset  UTF-­‐8     <ifModule  mod_deflate.c>   <filesMatch  ".(css|js|txt|x?html?|php)$”>   SetOutputFilter  DEFLATE   </filesMatch>   </ifModule>     <FilesMatch  ".(gif|png|jpg|jpeg|js|swf|bmp|ico)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  years”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <FilesMatch  ".(js|css)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  months”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <IfModule  mod_headers.c>   <FilesMatch  ".(js|css|xml|gz|gif|png|jpg|jpeg|swf|bmp|ico)$”>   Header  append  Vary  Accept-­‐Encoding   Header  set  Last-­‐Modified  "Thu,  27  Jun  2011  12:00:00  GMT”   </FilesMatch>   </IfModule>     <ifModule  mod_headers.c>   Header  unset  ETag   </ifModule>   FileETag  None     ===============================  
  • 66. Open  Site  Explorer     h[p://www.opensiteexplorer.org/  "
  • 70. SEO  x-­‐ray     h[p://tools.seobook.com/firefox/seo-­‐for-­‐firefox.html    
  • 71. Rich  snippet  tes)ng  tool     h[p://www.google.com/webmasters/tools/richsnippets      
  • 72. PageRank  Recovery  tool     h[p://www.virante.org/seo-­‐tools/pagerank-­‐recovery-­‐tool    
  • 73. Duplicate  Content  Tool     h[p://www.virante.org/seo-­‐tools/duplicate-­‐content      
  • 74. Header  check  tool   h[p://www.webconfs.com/h[p-­‐header-­‐check.php    
  • 75. Examples  of  some  Do’s  and  Don’ts  
  • 76. Do’s  and  Dont’s   ü Do  focus  on  quality   ü Do  focus  on  building  your   authority   ü Provide  content  people   actually  want   ü Be  careful  of  bad  SEO   (due  diligence)   ✕ Don’t  look  for  tricks   ✕ Don’t  look  for  shortcuts   ✕ Don’t  rely  on  old  informa9on   (search  changes  fast)   ✕ If  something  feels  spammy,  it   probably  is  –  don’t  use  it  
  • 77. Checking  your  progress   •  Google  Analy9cs  (key  metrics  Visits,  PageViews,  Return  vs  New,  Time  on   site,  Bounce,  Entry  and  Exit  pages)   •  Seeng  up  goals  in  Analy9cs  (opt-­‐in,  form,  purchase  etc.)   h[p://www.google.com/analy9cs/     •  Google  Webmaster  Tools   h[ps://www.google.com/webmasters/tools/home?hl=en     •  Advanced  Web  Ranking   h[p://www.advancedwebranking.com/     •  Raven  Tools     h[p://raventools.com/     •  Moz   h[p://moz.com/    
  • 78. Where  to  from  here?  
  • 79. Where  to  from  here?   •  Check  out  some  of  these  resources  for  more  informa9on   •  Google’s  official  Webmaster  Guides   •  h[p://moz.com/beginners-­‐guide-­‐to-­‐seo   •  h[p://searchengineland.com/guide/what-­‐is-­‐seo   •  Come  along  to  Melbourne  SEO  Meetups   h[p://www.meetup.com/Melbourne-­‐SEO/   •  Thanks  to  David  Iwanow  for  some  of  the  images  and  9ps  J  
  • 80. Recap   •  Common  issues  and  fixes   •  Tools   •  Examples  of  some  do’s  and  don’ts   •  Where  to  go  for  more  info  
  • 81. Part  4  -­‐  SEO  Q&A  Panel  and   Ques)ons   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au   Thanks  and  stay  in  touch!