5. TITLE TAGS AND
DESCRIPTION
• Use keywords in title
• Title is important in ranking
• No more than 70 characters
• Description is about getting clicks
• 150-160 characters
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25. KEYWORDS
• The word or phrase you are targeting
• Keyword research tools
• Google AdWords
• Google autocomplete
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26. KEYWORDS
• The word or phrase you are targeting
• Keyword research tools
• Google AdWords
• Google autocomplete
• Many others
• Use in title, URL, text and alt image tags
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28. KEYWORDS
Long-tail marketing
“The retailing strategy of selling a large
number of unique items with relatively
small quantities sold of each”
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29. PAGE RANK
• An algorithm designed to assign a value to links and pages
• Page Rank as votes
• Some pages more important than others
• Page rank (votes) is passed to internal and external links
• Don’t dilute
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30. PAGE RANK
Page A Page B
10 links 50 links
1/10 1/50
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31. RANKING SIGNALS
• On-page factors
• Trust & authority
• Off-page factors (backlink quality & quantity)
• Backlink anchor text (Click here)
• Social signals (on-site and off-site)
• Traffic and CTR
• Registration and hosting
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32. ON-SITE SEO
• Keywords (text, title, URL & image alt tags)
• Use H1 tag for headline/post title
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33. ON-SITE SEO
• Keywords (text, title & image alt tags)
• Use H1 tag for headline/post title
• Make internal linking a habit
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34. GETTING LINKS
• Link out
• Look at competitors (use link: operator)
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35. GETTING LINKS
• Link out
• Look at competitors (use link: operator)
• Make it easy to share (Jetpack, Share Buttons & Share This)
• Make it easy to find your most important content
• Evergreen content
• Use images, break up content
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37. PANDA
• First rolled out in February 2011
• Targets low-quality sites
• Duplicate content, excessive ads, little content, content farms
• Panda ranking factor updated frequently
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38. PENGUIN
• Announced in April 2012
• Targets “webspam”
• Link buying, link networks, links from low-quality sites, over-
optimization (use of same keyword phrase)
• Updated less frequently
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39. PANDA AND PENGUIN
• Ranking filters
• Not part of algorithm ran for each query
• Can slow recovery
• Verify which one affected you
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41. CHANGE HAPPENS
• Old school SEO was all about getting links
• Google has shifted focus to quality content
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42. QUALITY CONTENT
• Write for and do what’s best for your audience
• But be aware of SEO
• Google guidelines
• Provide unique value
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43. TAKING SEO TO
THE NEXT LEVEL:
ANALYZE
• Don’t be logged in (Ctrl-Shift-N)
• Google Analytics (traffic, sources, site speed, search terms,
404s, popular pages, etc.)
• Google Webmaster Tools (verify sitemap, external links, search
queries)
• Paid tools - SEOMoz, Ahrefs, Majestic SEO
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44. TAKING WORDPRESS SEO TO
THE NEXT LEVEL
• Don’t use ugly permalinks on new sites
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45. TAKING WORDPRESS SEO TO
THE NEXT LEVEL
• Don’t use ugly permalinks on new sites
• Create an XML sitemap
• Check for 404s
• Use redirection plugin if needed
• Use SEO plugins and set them up properly
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47. THE <NOINDEX> TAG
• Subpages of archives (mysite.com/page/2)
• Post types - Media
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48. THE <NOINDEX> TAG
• Subpages of archives (mysite.com/page/2)
• Post types - Media
• Taxonomy - Tags
• Other - Author and Date Archives
• <a href=”http://mysite.com/page/2” rel=”noindex”>
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49. THE <NOFOLLOW> TAG
• <a href=”http://someothersite.com” rel=”nofollow”>
• Don’t follow
• Don’t pass page rank
• Comments
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52. AUTHORSHIP
• Still in beta
• plus.google.com/authorship
• Link your Google+ profile & your website
• SEO plugins simplify it
• Relatively easy to implement
• No guarantee
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53. RICH SNIPPETS
• AKA microformats
• Commonly seen in reviews, recipes and ratings
• Data driven
• Can be harder to implement
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54. SEO
• Basics
• Advanced
• WordPress
• How to avoid trouble
• The future of SEO
Thursday, March 21, 13
