SlideShare a Scribd company logo
WINNING SEO STRATEGIES
WITH WORDPRESS
BY TONY ZEOLI
FOUNDER
/ vg
Launched first startup in 1995
20-years of Digital Media
Management experience
Startups, Corporations, Small
Business, Non Profits
Founded Digital Strategy Works in
2009
Community Manager
House Music DJ @avlhms, @djtonyz
Father @ 49 = my next startup
What is SEO?
What is Page Rank?
Matt Cutts: “The number of people (sites) that link to you and
how important they are.”
Chelsea Adams: “…a link analysis algorithm used by
Google…determine the relative importance of a website.
“Every website is given a Google PageRank score between 0
and 10 on an exponential scale.
PageRank 10 domains:
USA.gov, Twitter.com and Adobe Reader Download, have
the highest volume of inbound links of any sites on the web.”
Source: https://www.youtube.com/watch?v=55LffWzGtvw
Source: http://www.bruceclay.com/blog/what-is-pagerank/

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What is Link Juice?
When a website links to your site, or when you link
internally from one of your pages to another, the link
passes PageRank points. This passing of
PageRank points is also commonly called “link
juice” transfer.
The amount of link juice passed depends on two
things: the number of PageRank points of the web
page housing the link, and the total number of links
on the web page that are passing PageRank.
Source: http://www.bruceclay.com/blog/what-is-pagerank/
Who sets SEO standards?
Google
Google Webmaster Central Blog
bit.ly/gwcblog
Google Webmaster Help Forum Office Hours
http://bit.ly/wcofficehrs
Then everyone else…
Bing/Yaho, Duck Duck Go, Baidu (China)
Is WordPress Optimized
Yes, by default in free theme frameworks (i.e. Twenty-Twelve, Twenty-Thirteen, Twenty-
Fourteen, etc.)
Page(s)/Post(s) Titles
Excerpts
Post Categories
Post Tags
Headings (H1 to H6)
Paragraphs
Bullets and Numbering
Post Date/Time
Post Author
Reading Setting
Search Engine Visibility
If checked, updates
.htaccess file to hide site
from search bots. Should
work with all search engines
and prevent bot crawlers.
If try to limit bot crawlers
using Robots.txt, bots can
ignore those rules.

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Bernard San Juan's presentation on the SEO Summit 2016 touching base on pointers of how to best optimize your site technically.

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Permalinks
All posts numeric by default
http://netmix.co/?p=123
Number is ID number of post in MySQL
relational database
Change to alpha characters for crawlers to
read
Variations, but since posts can have dates
assigned, use plain Post Name
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/%category%/%postname%/
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Google now has over 200* ranking signals
It’s not just about “keywords” anymore
meta keyword out many years ago
SEO has gotten far more complex
Start with “technical optimization”
*Source: http://backlinko.com/google-ranking-factors
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SSL Encryption
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Page Speed Optimization
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CDN
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1. The document provides an overview of how Google Search works and guidelines for site owners to ensure their content is discoverable, indexable, and ranks well. It discusses Google's crawling, indexing, and ranking processes. 2. The document then outlines Google's Webmaster Guidelines covering site structure, titles, snippets, text, and use of technologies like Flash. It recommends testing sites using analytics and submitting sitemaps to help Google find all pages. 3. The document concludes by summarizing the discussion and providing resources for webmasters to engage with Google through its Webmaster Tools and get support on search visibility.

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SSL Encryption
HTTPS as a ranking signal
August 2014
http://googlewebmastercentral.blogspot.com/2014/
08/https-as-ranking-signal.html
WP Engine, GoDaddy, etc. all offer SSL certs and
will install them for you
SSL Encryption
Decide the kind of certificate you need: single, multi-domain, or wildcard
certificate
Use 2048-bit key certificates
Use relative URLs for resources that reside on the same secure domain
Use protocol relative URLs for all other domains
Check out our Site move article for more guidelines on how to change
your website’s address
Don’t block your HTTPS site from crawling using robots.txt
Allow indexing of your pages by search engines where possible. Avoid
the noindex robots meta tag.
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Report
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al.blogspot.com/2015/04/rolli
ng-out-mobile-friendly-
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http://googlewebmastercentral.blogspot.com/2010/
04/using-site-speed-in-web-search-ranking.html
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All caching and CDN super cede
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services except DNS.
Caching and CDN
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WordCamp Hampton Roads: Winning SEO Strategies with WordPress

  • 1. WINNING SEO STRATEGIES WITH WORDPRESS BY TONY ZEOLI FOUNDER
  • 2. / vg Launched first startup in 1995 20-years of Digital Media Management experience Startups, Corporations, Small Business, Non Profits Founded Digital Strategy Works in 2009 Community Manager House Music DJ @avlhms, @djtonyz Father @ 49 = my next startup
  • 4. What is Page Rank? Matt Cutts: “The number of people (sites) that link to you and how important they are.” Chelsea Adams: “…a link analysis algorithm used by Google…determine the relative importance of a website. “Every website is given a Google PageRank score between 0 and 10 on an exponential scale. PageRank 10 domains: USA.gov, Twitter.com and Adobe Reader Download, have the highest volume of inbound links of any sites on the web.” Source: https://www.youtube.com/watch?v=55LffWzGtvw Source: http://www.bruceclay.com/blog/what-is-pagerank/
  • 5. What is Link Juice? When a website links to your site, or when you link internally from one of your pages to another, the link passes PageRank points. This passing of PageRank points is also commonly called “link juice” transfer. The amount of link juice passed depends on two things: the number of PageRank points of the web page housing the link, and the total number of links on the web page that are passing PageRank. Source: http://www.bruceclay.com/blog/what-is-pagerank/
  • 6. Who sets SEO standards? Google Google Webmaster Central Blog bit.ly/gwcblog Google Webmaster Help Forum Office Hours http://bit.ly/wcofficehrs Then everyone else… Bing/Yaho, Duck Duck Go, Baidu (China)
  • 7. Is WordPress Optimized Yes, by default in free theme frameworks (i.e. Twenty-Twelve, Twenty-Thirteen, Twenty- Fourteen, etc.) Page(s)/Post(s) Titles Excerpts Post Categories Post Tags Headings (H1 to H6) Paragraphs Bullets and Numbering Post Date/Time Post Author
  • 8. Reading Setting Search Engine Visibility If checked, updates .htaccess file to hide site from search bots. Should work with all search engines and prevent bot crawlers. If try to limit bot crawlers using Robots.txt, bots can ignore those rules.
  • 9. Permalinks All posts numeric by default http://netmix.co/?p=123 Number is ID number of post in MySQL relational database Change to alpha characters for crawlers to read Variations, but since posts can have dates assigned, use plain Post Name Use Custom Structure to add Category /%category%/%postname%/ https://codex.wordpress.org/Using_Per malinks
  • 11. What do I do next? Google now has over 200* ranking signals It’s not just about “keywords” anymore meta keyword out many years ago SEO has gotten far more complex Start with “technical optimization” *Source: http://backlinko.com/google-ranking-factors
  • 12. Technical Optimization SSL Encryption DNS with CloudFlare Mobile Responsive Theme Page Speed Optimization Hosting Object Caching CDN Image Optimization Redirection
  • 13. SSL Encryption HTTPS as a ranking signal August 2014 http://googlewebmastercentral.blogspot.com/2014/ 08/https-as-ranking-signal.html WP Engine, GoDaddy, etc. all offer SSL certs and will install them for you
  • 14. SSL Encryption Decide the kind of certificate you need: single, multi-domain, or wildcard certificate Use 2048-bit key certificates Use relative URLs for resources that reside on the same secure domain Use protocol relative URLs for all other domains Check out our Site move article for more guidelines on how to change your website’s address Don’t block your HTTPS site from crawling using robots.txt Allow indexing of your pages by search engines where possible. Avoid the noindex robots meta tag. Source: http://googlewebmastercentral.blogspot.com/2014/08/https-as-ranking-signal.html
  • 16. DNS with CloudFlare A Record C Name TXT for Google Webmaster Verification
  • 17. Mobile Responsive Pages April 2015 http://googlewebmastercentr al.blogspot.com/2015/04/rolli ng-out-mobile-friendly- update.html “boosting the ranking of mobile-friendly pages on mobile search results”
  • 18. Mobile Search Results Displays “mobile friendly” in organic search results
  • 19. Page Speed Optimization 2010 http://googlewebmastercentral.blogspot.com/2010/ 04/using-site-speed-in-web-search-ranking.html “While site speed is a new signal, it doesn't carry as much weight as the relevance of a page.”
  • 20. Page Speed Tools Google Page Speed Insights https://developers.google.c om/speed/pagespeed/insig hts/ GTMetrix tools.Pingdom.com
  • 21. Page Speed Optimization Minification of HTML, CSS, JavaScript BWP Minify Autoptimize Enqueuing of scripts in functions.php to remove from loading in head Included in Total Cache and other caching plugins Enabled using CloudFlare Leverage Browser Caching / Expire headers Leverage Browser Caching Ninjas
  • 22. Hosting Managed Hosting WP Engine, Flywheel, MediaTemple, page.ly & other http://wpdevshed.com/managed- wordpress-hosting/ Includes: Caching, CDN, SSL, Site Backups w/ one click restore, Git connectivity, Technical Support, Site migrations All caching and CDN super cede CloudFlare, so pause CloudFlare services except DNS.
  • 23. Caching and CDN Caching if not using Managed Hosting W3 Total Cache WP Super Cache WP Rocket Reviews: https://premium.wpmudev.org/blog/top-wordpress-caching-plugins/ Content Delivery Network (CDN) distributes your site globally and then serve cached pages/posts/images from the nearest location to the requestor. Amazon AWS Max CDN CloudFlare has a CDN by design Photon by JetPack for Images, but has some downsides. You can’t dump the cache. Must rename images. Reviews: https://premium.wpmudev.org/blog/top-cdn-services-to-make-your-wordpress-site-blazingly-fast/
  • 24. Image Optimization Always name your images for search Good: my-image-name.jpg Bad: IMG 003.jpg Compress Images to manageable size Bad: 3MB images Good 300KB images Bad: 3000+ pixels wide Good 1600 or less pixels wide Can resize in WordPress Media Library editor Plugins WP Smush (WPMU Dev) EWW Image Optimizer
  • 25. Google Data Highlighter https://developers.google.com/st ructured-data/ Helpful for Local Search Deals with open/closing times, addresses, phone numbers, events, and other data intensive information that appear in local results Plugins are responsible for content type: events, recipes, menus, etc…
  • 26. Semantic Search Keywords density is the past Semantic Search is the future Phrases over keywords People type or speak to text a phrase over a keyword
  • 27. On-Site SEO If you want to rank, produce/write long-form, authoritative, relevant, detailed posts. Example: https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization MOZ and other SEO experts are seeing 1,000 word posts rank better than short form posts that are “fluff” Don’t duplicate content across min-sites. First, it’s too difficult to maintain. Second, you should always be updating your posts. Third, duplicate content on the same IP address is easy for Google to uncover and penalize. High Quality Backlinks - not from link farms, but from the blogger that reviewed your content or a company that is a partners and mentions you on their site or blog. Links between pages on your site - write a blog post and then link to a landing page that gives more details about that subject Use longtail search terms in your post content - semantic search
  • 28. Optimize Site/Pages/Posts All in One SEO Creates a sitemap.xml file to register with Google & Bing Connects to Google Analytics Robots.txt editor Site default, Page or Post level editor Social Meta for Open Graph Support for schema.org Pro level customer support with Video XML sitemap and support for custom taxonomies.
  • 29. Redirection When removing URLs, removing old content, broken pages, or performing site migrations. 301 permanent or temporary depending on requirements Redirection plugin
  • 30. Changing Domain Address Google Change of Address Tool https://support.google.com/w ebmasters/answer/83106?hl =en Let’s Google know you’re changing domains