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WordPress SEO
   John Shehata
   Sr. Manager SEO, Advance Internet
       john@john-shehata.com
       Twitter @john_shehata
       http://www.john-shehata.com

   Sri Nagubandi
   Director SEO, Rosetta
       sri@srinagubandi.com
       Twitter: @srinagubandi
       http://www.srinagubandi.com
Agenda


     SEO Introduction
       What is SEO / Why SEO
     SEO Ranking Factors
       Technical / On Page / Off Page / Other
     SEO for WordPress
       Page Layout / Source Code Optimization
     Final Thoughts (J&S)
       Things to Remember
     Q&A
SEO Intro
What is SEO and Why?
What is SEO?
 Search Engine Optimization (SEO) is the active
  practice of optimizing a web site by improving
  internal and external aspects in order to increase the
  traffic the site receives from search engines. –
  SEOMOZ.com

WHY SEO?
 The majority of clicks from search engines are from
  natural search!
The Keyword Competitive Landscape
   Search Engine Optimization is not linear
   Like Paid Search the Keyword/ Key Phrase that your
    competing for is an important factor.
   Each keyword will require its own strategy and level of
    effort.
            Sri Nagubandi has little competition
              and should be easy to rank for.




                                                              5
The Competitive Landscape

   WordPress is highly competitive and
   will require a longer consistent effort.
SEO Ranking Factors
SEO Ranking Factors
   Keywords
       Choose the right keywords that you can rank for
   Technology
       Code, etc.
   Content
       Optimize the most important elements, but write
        unique interesting content
   Off-Site Promotion
       Link Development, Get Links from Relevant
        Authoritative Site
Technical
    The goal of Technical SEO is to remove roadblocks for
    Search Engine Spiders and make crawling and
    indexing your site easier.


   Fast loading pages
   Code validation
   Broken links check
   Proper redirects 301/302
   404 pages checked
   Sitemaps/ Robots.txt file updated
On-Site/ On-Page
   Optimize all pages, META Tags, etc
    Review semantic structure on page
    templates
    Keyword rich URLs
    Update content and pages based on
    engine updates and changes
Off-Site/ Link Development
 Get links from relevant authorities sites!
 Make sure that links have the right anchor
  text!
 Ensure that internal links also spread
  value…
       External links get authority to your site,
        internal links spread them
   Don‟t use generic text like „click here‟,
    „view more‟, etc.. for either internal or
    external links
SEO for WordPress
Before you Start

      Use your own domain name & host, don‟t use the
       free wordpress.com free URLs/ hosting
      Enable friendly URLs
      Redirect domain.com to www.domain.com and use
       www.domain.com in settings
      Use robots.txt
      Use a personal favicon
      Create XML site maps (plugin), update it monthly
      Add site to Google Webmaster Tools
      Domain vs. sub-domain
          Sub-domain can be treated as a separate domain
      Update you tag line and include your most
       important keyword
Title Tags
 Place blog name at the end of the title, not
  at the beginning
 Customize with additional keywords for
  display only on your home page
 Override title tags w/ custom one (“SEO
  Title Tag” plugin)
 Place important keywords in the beginning
 Don‟t exceed 60 characters
URLs
 Rewrite to contain keywords, hyphens
  not underscores
 301 redirect from yourblog.com to
  www.yourblog.com
 Maintain legacy URLs even after
  switching blog platforms
Internal Linking Architecture

      Pages / Tags / Categories
      Tag clouds & tag pages (e.g.
       UltimateTagWarrior plugin)
      Related Posts (e.g. Contextual Related Posts
       plugin)
      Top 10 posts
      Next & Previous posts
      Add Technorati tags to your posts (must claim
       your blog first)
      Get onto bloggers‟ blogrolls
Internal Linking Architecture


   Tags:
    Consistent
    Lower case
    Plural
    Names, events, organizations, subjects and
     locations
    Don‟t use tags similar to your categories
Optimize your Blog
“Sticky” posts
 Always appear at the top of the page
 A way to add keyword-rich intro copy to a category page
  or tag page
 e.g. Adhesive plugin


Author profile pages & author links (for group blogs)

Pings
 Lets the feed search engines know you‟ve updated
 pingomatic.com, pingoat.com, pings.ws, feedshot.com
Internal Links
Anchor text
 Internally link back to old, relevant posts within the
  body of a blog post.
 Don‟t use “here” or “previously” etc. as the anchor
  text!
 Link Internally utilizing keywords you want the
  destination page to rank for
 Don‟t use „permlink‟ as a text link, use the actual title
Writing Your Blog Post

    Keyword research (Know the search terms your audience uses)
    Select 1 primary keyword and 2-4 secondary keywords
    Place your primary keyword early in your headline
    Use keywords early in your copy and throughout the post
    Use keyword alternatives and variant formats (change word order, use
     long/short forms, use plural/singular, use semantic relevant keywords
    Your posts should be 250 words at least
    Always include an image
        Image name should include a keyword
    Use bolded sub-headlines
    Use lists and indented quotes
    Use internal links
    Multi-Media Content: Images (Flickr), Videos (YouTube.com)
    Use MORE tag to avoid content duplication
Feeds



     Feedburner (monetize, social, different format, stats)
     Partial Text Feeds vs. Full Text Feeds
     Number of items in feed (10 or more)
     Propagate deep links that drive traffic and “search
      engine juice”
     Allow separate feeds for each category
Plugins

      Google Sitemap Generator
      Related posts
      Customize the feed
      handle 301s
      manage META data
      Social bookmarking & create tag clouds.
      ReTweet This
      Internal Links
      SEO Title Tag www.netconcepts.com/seo-
       title-tag-plugin/
Plugins
        All in One SEO Pack

        Paginated Comments

        WP-PageNavi 2.31

        WWW redirect

    Please understand or consule someone
     about plugins that may conflict with each
     other and what exactly these plugins will
     do and wont do!
Tools
   RSS feed footer http://yoast.com/wordpress/rss-
    footer/
   Pingomatic http://pingomatic.com
   55 RSS directories http://www.dotsauce.com
   Twitterfeed.com: post RSS to twitter automatically
Keep the MOJO Going

    Develop a mindset that the blog is not a project, it is part of
     the long-term marketing effort
    Plan for continuity –personnel move and responsibilities
     change
    Develop a long-term editorial battle plan to maintain quality
    Develop editorial calendar
    Join the conversation by writing posts that reference other
     blogs
    Become a link hub, an authority site, by making your blog
     a real resource
    Use your analytics to guide your editorial choices
    Revisit your keyword list regularly
    Quality is better than quantity (but quantity has a
     quality of its own)
Keep the MOJO Going

    Engage with your users
    Reply to comments
    Display most popular, most recent,
     most commented, etc
    Publish a regular schedule of
     unique content: industry insights,
     interviews, conference coverage,
     surveys, blog reviews and blog
     tools, photos & video.
Final Thoughts




      SEO is a Process not a One Time Event
Final Thoughts




      Practice and Patience are Key!
Final Thoughts




      Keep up with Engine Changes! What
       worked last week may not be Search
       Engine friendly today!
Final Thoughts

      Link Development is as Important as
       Technical SEO or On-Page Optimization


      Tell your friends
      Link out to relevant and authoratitive
       content/ sites only
      Get syndicated
      Network OFFLINE
Q&A
    John Shehata
        john@john-shehata.com
        Twitter @john_shehata
        http://www.john-shehata.com

    Sri Nagubandi
        sri@srinagubandi.com
        Twitter: @srinagubandi
        http://www.srinagubandi.com

        Link to us! Please;-)

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Wordpress Search Engine (SEO)

  • 1. WordPress SEO  John Shehata  Sr. Manager SEO, Advance Internet  john@john-shehata.com  Twitter @john_shehata  http://www.john-shehata.com  Sri Nagubandi  Director SEO, Rosetta  sri@srinagubandi.com  Twitter: @srinagubandi  http://www.srinagubandi.com
  • 2. Agenda  SEO Introduction  What is SEO / Why SEO  SEO Ranking Factors  Technical / On Page / Off Page / Other  SEO for WordPress  Page Layout / Source Code Optimization  Final Thoughts (J&S)  Things to Remember  Q&A
  • 4. What is SEO and Why? What is SEO?  Search Engine Optimization (SEO) is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. – SEOMOZ.com WHY SEO?  The majority of clicks from search engines are from natural search!
  • 5. The Keyword Competitive Landscape  Search Engine Optimization is not linear  Like Paid Search the Keyword/ Key Phrase that your competing for is an important factor.  Each keyword will require its own strategy and level of effort. Sri Nagubandi has little competition and should be easy to rank for. 5
  • 6. The Competitive Landscape WordPress is highly competitive and will require a longer consistent effort.
  • 8. SEO Ranking Factors  Keywords  Choose the right keywords that you can rank for  Technology  Code, etc.  Content  Optimize the most important elements, but write unique interesting content  Off-Site Promotion  Link Development, Get Links from Relevant Authoritative Site
  • 9. Technical The goal of Technical SEO is to remove roadblocks for Search Engine Spiders and make crawling and indexing your site easier.  Fast loading pages  Code validation  Broken links check  Proper redirects 301/302  404 pages checked  Sitemaps/ Robots.txt file updated
  • 10. On-Site/ On-Page  Optimize all pages, META Tags, etc  Review semantic structure on page templates  Keyword rich URLs  Update content and pages based on engine updates and changes
  • 11. Off-Site/ Link Development  Get links from relevant authorities sites!  Make sure that links have the right anchor text!  Ensure that internal links also spread value…  External links get authority to your site, internal links spread them  Don‟t use generic text like „click here‟, „view more‟, etc.. for either internal or external links
  • 13. Before you Start  Use your own domain name & host, don‟t use the free wordpress.com free URLs/ hosting  Enable friendly URLs  Redirect domain.com to www.domain.com and use www.domain.com in settings  Use robots.txt  Use a personal favicon  Create XML site maps (plugin), update it monthly  Add site to Google Webmaster Tools  Domain vs. sub-domain  Sub-domain can be treated as a separate domain  Update you tag line and include your most important keyword
  • 14. Title Tags  Place blog name at the end of the title, not at the beginning  Customize with additional keywords for display only on your home page  Override title tags w/ custom one (“SEO Title Tag” plugin)  Place important keywords in the beginning  Don‟t exceed 60 characters
  • 15. URLs  Rewrite to contain keywords, hyphens not underscores  301 redirect from yourblog.com to www.yourblog.com  Maintain legacy URLs even after switching blog platforms
  • 16. Internal Linking Architecture  Pages / Tags / Categories  Tag clouds & tag pages (e.g. UltimateTagWarrior plugin)  Related Posts (e.g. Contextual Related Posts plugin)  Top 10 posts  Next & Previous posts  Add Technorati tags to your posts (must claim your blog first)  Get onto bloggers‟ blogrolls
  • 17. Internal Linking Architecture Tags:  Consistent  Lower case  Plural  Names, events, organizations, subjects and locations  Don‟t use tags similar to your categories
  • 18. Optimize your Blog “Sticky” posts  Always appear at the top of the page  A way to add keyword-rich intro copy to a category page or tag page  e.g. Adhesive plugin Author profile pages & author links (for group blogs) Pings  Lets the feed search engines know you‟ve updated  pingomatic.com, pingoat.com, pings.ws, feedshot.com
  • 19. Internal Links Anchor text  Internally link back to old, relevant posts within the body of a blog post.  Don‟t use “here” or “previously” etc. as the anchor text!  Link Internally utilizing keywords you want the destination page to rank for  Don‟t use „permlink‟ as a text link, use the actual title
  • 20. Writing Your Blog Post  Keyword research (Know the search terms your audience uses)  Select 1 primary keyword and 2-4 secondary keywords  Place your primary keyword early in your headline  Use keywords early in your copy and throughout the post  Use keyword alternatives and variant formats (change word order, use long/short forms, use plural/singular, use semantic relevant keywords  Your posts should be 250 words at least  Always include an image  Image name should include a keyword  Use bolded sub-headlines  Use lists and indented quotes  Use internal links  Multi-Media Content: Images (Flickr), Videos (YouTube.com)  Use MORE tag to avoid content duplication
  • 21. Feeds  Feedburner (monetize, social, different format, stats)  Partial Text Feeds vs. Full Text Feeds  Number of items in feed (10 or more)  Propagate deep links that drive traffic and “search engine juice”  Allow separate feeds for each category
  • 22. Plugins  Google Sitemap Generator  Related posts  Customize the feed  handle 301s  manage META data  Social bookmarking & create tag clouds.  ReTweet This  Internal Links  SEO Title Tag www.netconcepts.com/seo- title-tag-plugin/
  • 23. Plugins  All in One SEO Pack  Paginated Comments  WP-PageNavi 2.31  WWW redirect  Please understand or consule someone about plugins that may conflict with each other and what exactly these plugins will do and wont do!
  • 24. Tools  RSS feed footer http://yoast.com/wordpress/rss- footer/  Pingomatic http://pingomatic.com  55 RSS directories http://www.dotsauce.com  Twitterfeed.com: post RSS to twitter automatically
  • 25. Keep the MOJO Going  Develop a mindset that the blog is not a project, it is part of the long-term marketing effort  Plan for continuity –personnel move and responsibilities change  Develop a long-term editorial battle plan to maintain quality  Develop editorial calendar  Join the conversation by writing posts that reference other blogs  Become a link hub, an authority site, by making your blog a real resource  Use your analytics to guide your editorial choices  Revisit your keyword list regularly  Quality is better than quantity (but quantity has a quality of its own)
  • 26. Keep the MOJO Going  Engage with your users  Reply to comments  Display most popular, most recent, most commented, etc  Publish a regular schedule of unique content: industry insights, interviews, conference coverage, surveys, blog reviews and blog tools, photos & video.
  • 27. Final Thoughts  SEO is a Process not a One Time Event
  • 28. Final Thoughts  Practice and Patience are Key!
  • 29. Final Thoughts  Keep up with Engine Changes! What worked last week may not be Search Engine friendly today!
  • 30. Final Thoughts  Link Development is as Important as Technical SEO or On-Page Optimization  Tell your friends  Link out to relevant and authoratitive content/ sites only  Get syndicated  Network OFFLINE
  • 31. Q&A  John Shehata  john@john-shehata.com  Twitter @john_shehata  http://www.john-shehata.com  Sri Nagubandi  sri@srinagubandi.com  Twitter: @srinagubandi  http://www.srinagubandi.com  Link to us! Please;-)