Getting your website to Page 1 in search engines is always the goal. Learn some of the foundational tips to Search Engine Optimization (SEO) and the WordPress platform.

1. Aaron Eaves
Marketing Refresh
+
SearchHOU
twitter:
@aaroneaves
email:
aaron@marketingrefresh.com

5. What is SEO
SEO = Search Engine Optimization
The process of affecting the visibility of a website or a web
page in a search engine’s unpaid results – often referred
to as “natural,” “organic,” or “earned” results.

6. Why focus on SEO
Search engines can be a major source of website traffic…
…when used correctly.

7. Search Engine Results Page (SERP)

8. Organic (non-paid) Results

9. Paid Results (PPC)

10. Organic vs. Paid

11. Search Engine Ranking Factors

12. The Platform

13. Your URLs Are Important

14. URL Structure
BAD URL Example:
http://www.example.com/product.aspx?ID=11526&IT=5f7d3d
GOOD URL Example:
http://www.example.com/dvd/anchorman-the-legend-of-ron-burgundy/

15. URL Structure
BAD URL Example: http://www.example.com/2016/11/16/search-
engine-optimization-tricks
GOOD URL Example:
http://www.example.com/blog/search-engine-optimization-tricks

16. The SEO Tool

17. Let’s Set It Up

18. Let’s Help Google A Bit

19. Google Search Console

20. Add Your Site

21. Verify Your Site

22. Enter HTML Tag

23. Generate an XML Sitemap

24. Copy the Sitemap URL

25. Add Your Sitemap

27. Authorize Search Console

28. Add Your Social Profiles

29. Don’t Make The Rookie Mistake

30. Let’s Talk About Well Optimized Search Result
Page Title
Page URL
Meta Description
Keyword: organic crib mattress

31. Yoast SEO Gives You A Lot Of Control

32. Headings and SEO
Headings help Google and the
User grasp the main topics of a
post.

33. H1
You should have one H1 tag per page.
Reserve these for top-level headings.
(page titles)

34. H2…H3…H4…ect
Everything after H1 should be a subheading of the
one before it.

35. Example
<h1>Earth</h1>
<h2>North America</h2>
<h3>United States</h3>
<h4>Texas</h4>
<h5>Houston</h5>

36. img: https://www.pinterest.com/pin/308918855661699782

37. How To Get On Page 1
It all begins with a keyword strategy…
…and then a lot more.

38. What Are Keywords
The key words or key phrases in your web content
that make it possible for people to find your
website via search engines.

39. Tying Keywords to Search Results
Page Title
Page URL
Meta Description
Keyword: organic crib mattress

40. The Keyword Tool

43. Expanded Results

45. Why Is This A Big Deal?
56% of consumer traffic in 2015
came from mobile devices, and
it will only continue to rise every
year.

46. img: https://sanctuarymg.com

47. Accelerated Mobile Pages (AMP)
Accelerated Mobile Pages (AMP)
Project, which is an an open source
initiative that aims to provide mobile
optimized content that can load
instantly everywhere.
***AMP is a must if you are a news
related site…a maybe for others.

48. The goal of a Google AMP page is to deliver the essence
of a webpage, while minimizing the bloat that often slows
down a page.
Normal Page
Speed: 62 / 100
AMP Page
Speed: 87 / 100

49. AMP Plugin

50. Yoast SEO Glue for AMP

51. img: http://www.momentology.com

52. Naming the Image
• It all starts with the file name.
• It’s the first location to use
your keyword.
• Use the keyword at the
beginning.

53. Why So Big???
Reduce the file size as much as
possible.
Try these sites:
• ImageOptim
• JPEGMini
• Kraken.io  My personal favorite

54. alt text
• Include the SEO keyword.
• Make sure it relates to what
the image is.

56. Page Speed
Analyze your site’s speed and make it faster
www.gtmetrix.com

58. Schema Structured Data
What is it?
A way for search engines to make sense of what’s on
your page.
Our friends at Raven Tools put out a great article:
https://raventools.com/site-auditor/seo-guide/schema-
structured-data/

59. Schema Example
<script type=’application/ld+json’>
{
“@context”: “http://www.schema.org”,
“@type”: “product”,
“brand”: “Raven Tools”,
“name”: “Site Auditor”,
“image”: “https://raventools.com/img/og-raven.png”,
“description”: “Site Auditor analyzes your site to find all of the SEO issues that
may be keeping your site from ranking on search engines.”
}
</script>

60. Hreflang Tags
Does your site target multiple languages?
If not, what are you waiting for?
Houston is 56% Hispanic.
That’s a largely untapped market.

61. Hreflang Example
<link rel="alternate" href="https://www.searchhou.com/"
hreflang="en-us" />
Hreflang Tag Generator Tool
http://www.aleydasolis.com/en/international-seo-
tools/hreflang-tags-generator/

62. Optimize Top Performing Pages
Use Google Search Console to uncover:
• High-traffic pages
• Queries

63. Optimize Top Performing Pages

64. Make Top Performers Better!

65. Local Citations
The Yellow Pages of the internet

66. NAP Consistency
N ame
A ddress
P hone Number
Aim for Quality, Quantity and Consistency

67. The Local Search Ecosystem

68. It’s All Connected…
…and all of the players in the game borrow or
share data from one another.
Clean up bad listings and watch your local SEO
authority rise.

69. Yext

70. Tools
SEMrush
Yoast SEO
Yext
AMP
Yoast SEO Glue for AMP
Gtmetrix
Schema Generator
Hreflang Tag Generator

71. SearchHOU
www.searchhou.com
The 3rd Wednesday or Thursday of the month

72. Aaron Eaves
Marketing Refresh
twitter:
@aaroneaves
email:
aaron@marketingrefresh.com