WordPress websites can be optimized for SEO with some adjustments to default settings and practices. On-site optimizations include using the Yoast SEO plugin to update .htaccess files and generate sitemaps while ensuring page titles, descriptions, H1 tags and URL slugs include the target keyword. Images should include clear ALT text descriptions. Off-site factors like internal linking, domain variant selection and using Google Search Console can also aid optimization. Black hat SEO tactics are discouraged as they risk penalties.

1. WordPress+SEO
Astoryofunrequited love&Murder!
TyronLove
July, 2016

2. SEO | 19th July 20162
Introduction:
Howzit?

3. SEO | 19th July 20163
AboutJellyfish
Jellyfish is a specialist digital agency that
has successfully implemented engaging
and performance focused marketing
campaigns online since 1999.
Wearealmost asold asGoogle!

4. SEO | 19th July 20164
JFUS
BALTIMORE/NEW YORK
JFUK
LONDON/REIGATE/BRIGHTON
JFAP
IREP/TOKYO
JFSA
DURBAN
Established 1999
With17years experience
indigital marketing
300+Staffbasedinsixoffices
Durban (SA), London(UK) Reigate (UK),
Brighton (UK), Baltimore (US) &Tokyo
Wehostindustryleadingevents
Digital Journeys:
Digitaljourneys.jellyfish.co.za
GoogleAnalytics Premium Authorised Reseller
Whoweare

5. SEO | 19th July 20165
Selectionofclients

6. SEO | 19th July 20166
WhatisSEO?
“SearchEngineOptimisation(SEO)istheprocessofimproving
thevisibilityofawebsiteoraweb-page inasearchengine's
organic,un-paidsearchresults.”
Thegreater thevisibilityofawebsite/web-page andthebetterit
ranksforrelevant keywords,themorelikelyitistoreceive hitsfrom
usersinterested initsparticular subjectmatter.

7. SEO | 19th July 20167
WhyisSEOimportant
• 80%ofallinternetsessions beginorinvolvetheusers visitingasearch engine.Soenablingyour
websitetobemoreeasilyfound throughthemhasmassive benefits
• InAfricaGooglereceives approximately 93%ofallsearch, withYahoo(2.35%)andBing(2.4%).
Globallythesepercentages change inAsiaandRussia duetothelargepopulationswhouseBaidu,
YahooorYandexprimarily
• Googlerecords 40,000 searches persecond, 2.4millionsearches perminuteandover3.5billion
searches perday
• 75%ofusers donotgopastthefirstpageofasearch result
• Approximately70%ofuserschoose nottoclickonpaidsearch results, optingfororganicresults
instead

8. SEO | 19th July 20168
CommonSEOgoals
• Increase traffic towebsite
• GrowvisibilityonSERPs
• Enhance rankingsforrelevantkeywords
• Increasethevolumeofreporting keywordsfor awebsite
• Improve click-through ratefrom SERPs
• Reducebounce rate
• Improve qualityoftraffic
• Expanduponbrandexposure
• Increase leadsandconversions viasearch
• Reachnewmarketsorgrowmarketshareofabusiness
• WhatareyourSEOgoals?

9. SEO | 19th July 20169
SEOrankingfactors
• Technical SEO
• Content
• Links
• Building ashrine toGoogle sometimes works too
We’ll be diving into a bit of this later.

10. SEO| 19th July 201610
Unrequited Love

11. SEO | 19th July 201611
GoogleLovesWordPress
For years Google has loved upWordPress websites.

12. SEO | 19th July 201612
But,WordPressisadrunk+doesn’tloveback!
• DefaultURLstructure ispoo
• Duplication, duplication, duplication, duplication, duplication,
duplication, duplication, duplication, duplication, duplication
• Alotofpremiumthemesusetoomanybells&whistles(codebloat)
• WordPress’ variouspluginsallowfor baddevelopmentpractices
(visualbuilders)
• Thevarious SEOplugins, ifnotsetupcorrectly canhaveanegative
impactonrankings
DevelopingaWordPress websitewithoutSEOinmindfromthe
beginningwillmakefutureSEOefforts feellike…

13. SEO | 19th July 201613

14. SEO | 19th July 201614
SEO Foundation

15. SEO | 19th July 201615
What’syourbusinessesprimarykeyword?
Whatsearch termdoyouwantyourwebsitetorankfor whensomeone typesitintoGoogle’s search field?
• Keyword:beardoil
• Getsonaverage1000 estimatedmonthlysearches

16. SEO | 19th July 201616
How’syourkeywordperforming?
UseGoogle Trendstogetsomeinsight into howyourtarget keywordisperforming.

17. SEO | 19th July 201617
Quickorganictrafficestimation
Position 1: 1000 x 21 / 100 = 210
Position 2: 1000 x 14 / 100 = 140
Position 3: 1000 x 10 / 100 = 100

18. SEO | 19th July 201618
On-Site Optimisation

19. SEO | 19th July 201619
UsingYoastSEOPlugin
• Updates the.htaccess file
• Generates sitemaps
• Easytolearn
Ifnotsetupcorrectly thedefaults:
• Causeduplication issues
• Canconflict withathemesSEOsettings (duplicatetitlesetc.)
• Canmessupyour.htaccess file
Weneedtounderstand on-siteSEOfundamentals touseYoastSEOpluginsuccessfully.

20. SEO | 19th July 201620
Title,Description,H1+URLslugs
Ensurethatyourchosen primarykeywordisincludedinyourpagetitle,description, H1tagandURL.
If you are writing titles and
descriptions for pages, then you
should add your page’s keyword
to the URL slug.
Example:
Page title: How to Grow a Beard
URL slug: /how-to-grow-a-beard/

21. SEO | 19th July 201621
BasicYoastSEOPluginfiddling
• Removemetakeywords(turned offbydefault)
• Noindex, follow-categorypagesifnecessary
• Noindex,follow -tag,archiveandsub-pages(thisisamustdo)

22. SEO | 19th July 201622
Screenshots,yeah!

23. SEO | 19th July 201623
ImageALTattributes
Anoftenoverlooked,butveryimportantaspectofSEOandusability:
• Ensure thatallimageshaveanALTattribute (bitoftext)thatclearly
explainswhattheimageis.
<imgurl=“images/beard-oil-bottle.jpg” alt=“Beard oil”/> Poo!
<imgurl=“images/beard-oil-bottle.jpg” alt=“Bottle ofbeardoil”/> Unicornpoo!
• Why?

24. SEO | 19th July 201624
Moreon-siteSEObits&pieces…
• Internal linking isfun+willmakepeoplehappy
• Carefully chooseyourpreferreddomainvariant
http://faceforestbeards.co.za
http://www.faceforestbeards.co.za
http://www.faceforestbeards.co.za/index.php
https://faceforestbeards.co.za
https://www.faceforestbeards.co.za
All of these domain
variants are seen by
Google as individual
websites, resulting in 5
duplications of the same
website… isn’t SEO fun?
Choose your preferred domain variant and 301 redirect
the others to it.

25. SEO | 19th July 201625
Yourbestbuddy,GoogleSearchConsole
SignupforGoogleSearchConsole(akawebmastertools)
Addyoursitestoitsothatitcanmonitorstuffforyou,like:
• Manualpenalties
• Sitemapwarnings
• Page insights
• Indexation insights
• Preferred country indexation
• Ranking pages
• Ranking queries
• Andlotsmore!

26. SEO | 19th July 201626
Murder in the SERPs!

27. SEO | 19th July 201627
BewareofBlack-HatSEO
A lot of the SEO I see beingdonein SA would be considered
black-hat on a global level, including:
• DoFollowsite-wide footerlinks
• Paying for a DoFollowlink
• Building PBNs or buying PBN links
• Parasite SEO (usually from Russia or China)
• Keywordstuffing
• Contentspinning
• Linking within yourown network
• Auto-submission software
In SA Googleseems to not be paying much attention to our
SERPs, so SEOs are getting away with manipulating Google…
butfor how longbeforetheslaughter?

28. Client name | Project name | 00 Month 201228
Begentle…
Questions?

29. Let’schat:tyron.love@jellyfish.co.za