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Beginner's SEO for WordPress - WordCamp Raleigh 2018

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Slide deck for the 3-hour, Beginner's SEO for WordPress Workshop at WordCamp Raleigh 2018. Presentation by Tony Zeoli, founder of Digital Strategy Works.

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Beginner's SEO for WordPress - WordCamp Raleigh 2018

  1. 1. WordPress SEO Presented by: @tonyzeoli | Founder: @dswks https://tonyzeoli.com • https://digitalstrategyworks.com WordCamp Raleigh 2018 A Beginner’s Guide
  2. 2. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 @tonyzeoli • Founder Digital Strategy Works @dswks • WordPress Coach | Trainer TonyZeoli.com @tonyzeoli • Digital Strategy Coach Mountain BizWorks @mtnbizworks • Started with WordPress in 2005. • Focus is on WordPress, Social Media, SEO, Digital Strategy, Content Marketing, Email Newsletter Marketing, E-commerce, Analytics, and Content Management. • B.S. Digital Communications and Media from NYU
  3. 3. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Section 1
  4. 4. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 What is a search engine?
  5. 5. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 • With Google, Bing, etc., you are optimizing your own website or blog to be found in search. You publish content and Google crawls your site to index your site’s pages and posts, as well as media content to return in search results. • For “other” niche search engines, you input data into those search engines, so people using those tools can return, for example, all homes for sale in a specific locale (Trulia), all hotels in a 20 mile radius of Raleigh (hotels.com), all flights leaving from Raleigh at 2 pm today (Kayak), all restaurants in downtown Raleigh (Yelp), all lawyers in Raleigh (FindLaw), and all businesses in Raleigh (business.com) • While Google may return intended results, niche search portals provide extended information through UGC (user generated content). Process
  6. 6. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google
  7. 7. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Bing
  8. 8. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 DuckDuckGo
  9. 9. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Yahoo!
  10. 10. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 AOL
  11. 11. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 ASK
  12. 12. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 LYCOS
  13. 13. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 EXCITE
  14. 14. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 BAIDU
  15. 15. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 YANDEX
  16. 16. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Relevanssi
  17. 17. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Other Types • business.com • LinkedIn • FindLaw • LexisNexis • Trulia / Zillow (Real Estate) • Craigs List • Yelp / FourSquare • Apple / Google Maps • Kayak / Expedia • hotels.com • autos.com
  18. 18. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Objective • Search Engines goal is to return the most valuable information in the search query to the person performing the search with information that should be: • Timely • Relevant • Informative • Fast • Accessible • Secure
  19. 19. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Search Engine Usage
  20. 20. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Search Engine Optimization
  21. 21. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 7 Reason Why SEO 7 Reasons Why Your Business Should Invest in SEO, Olenski, Steve; Mar 26, 2014 forbes.com, https://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/ • It still works • It’s not going to stop working anytime soon • It’s cost effective against other forms of Internet marketing • Search engines are grabbing more market share • Mobile and Local Search Optimization • Not having a healthy content profile is damaging • Your competitors are doing it.
  22. 22. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Traditional Marketing • Passive • Subliminal • Expensive to Replicate • Highly Competitive
  23. 23. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Examples
  24. 24. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Online Advertising • Passive • Subliminal • Expensive per 1K Impressions or CTR (click-through rates) • Complex to create, build, and manage across multiple social networks • Control where appear • Track click through rates and conversions
  25. 25. Examples Ad Banners Social Media SEM
  26. 26. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Search Engine Results Page (SERP)
  27. 27. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Competitive Keyword Results!
  28. 28. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Benefits • Active - user is looking for an answer to a question • One cost of on site optimization vs. design, production, ad budgets, distribution, control, etc. • Text-based marketing makes it easier create and manage • Free tools help defray costs • Can do yourself with education and elbow grease!
  29. 29. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Organic Traffic …the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. http://searchengineland.com/guide/what-is-seo
  30. 30. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Why Google? http://www.smartinsights.com/search-engine-marketing/search-engine-statistics/ Who has the biggest search engine market share worldwide? According to Net Market Share the global marketing share percentage, in terms of the use of Search Engines heavily favored Google throughout 2017 - averaging a net share of 74.54%. This again reinforces the fact that Google is the market leader, however, it also highlights that the "Others" such as Yahoo, Bing and Baidu etc still hold a large audience and it would be silly to simply ignore them (averaging between 5- 10% market share).
  31. 31. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 % Paid vs Organic https://sparktoro.com/blog/seo-opportunity-growing-shrinking/ • Organic search volume had declined somewhat with Google’s new AdWords positioning and other changes to SERP pages • Still gets 20x clicks over PPC
  32. 32. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 How do search engines work? http://www.bitrebels.com/wp-content/uploads/2013/05/how-google-works-explanation-infographic.jpg
  33. 33. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 SERP
  34. 34. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Visual Guide to GSR Types https://www.link-assistant.com/news/serp-guide.html
  35. 35. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Page Rank
  36. 36. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 PageRank Checker
  37. 37. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 PageRank is dead! • Google removed PageRank from their toolbar feeds in April 2016. • PageRank spurned the link buying economy. • Introduced “nofollow” so SEOs could have a way to not pass link authority. • You can no longer check your PageRank, however you may see older page rank checkers render a score.
  38. 38. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Alternative Metrics Tools • MOZ - https://moz.com • SEM RUSH - https://semrush.com • SCREAMING FROG - https://www.screamingfrog.co.uk/seo-spider/ • MAJESTIC - https://majestic.com/ • SEO Power Suite from http://link-assistant.com
  39. 39. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 MOZ Page Authority (PA) https://moz.com/learn/seo/page-authority
  40. 40. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 MOZ Domain Authority (DA) https://moz.com/learn/seo/domain-authority
  41. 41. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018
  42. 42. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google Analytics Dashboard for WordPress
  43. 43. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google Search Console: Links To Your Site
  44. 44. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google Search Console: Search Analytics
  45. 45. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Section 2
  46. 46. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 WordPress SEO • Intention is to build page and domain authority resulting in page rank through the implementation, optimization, and management of: • keyword/phrase optimization • back links • robots.txt & nofollow • page speed optimization • mobile responsive design • SSL (secure socket layer encryption)
  47. 47. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Getting Started 1.Set up a Google Analytics account: https://google.com/analytics 2.Set up a Google Search Console account: https://www.google.com/webmasters/tools 3.Install All in One SEO Pack for WordPress SEO via Plugins admin or download from WordPress.org Plugin page: https://wordpress.org/plugins/all-in-one- seo-pack/
  48. 48. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Find UA tracking number
  49. 49. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Add UA tracking number https://semperplugins.com/documentation/setting-up-google-analytics/
  50. 50. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Verify • Register domain name with Google Search Console • Click “Verify” • Select “Google Analytics.” If you have GA set up already with your UA code in AIOSEO, then you should be able to verify instantly. • Alternatively, use Google Meta to verify.
  51. 51. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google Meta Copy value between “” marks
  52. 52. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Alternative Verification Paste value between “” marks in GWT field, then save. Same for Bing and Pinterest
  53. 53. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Remove Google js
  54. 54. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 XML Sitemap • AIOSEO has a built in XML sitemap generator • A sitemap is a list of all URLs you want Google and other search engines to crawl. It makes it more efficient for Google to find, crawl, and index your site. • Authenticates your site and let’s Google know you exist. • Generates sitemap with a click. Then, find your sitemap at http:// or https://mydomain.com/sitemap.xml • Set Sitemap Indexes to 1000. Google paginates sitemaps to help parse them into digestible chunks.
  55. 55. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Sitemap View
  56. 56. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Add Sitemap to Search Console
  57. 57. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Bing Webmaster Tools Note: To verify, Bing may require upload of html file to top level directory
  58. 58. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Other Webmaster Tools • WordPress.com Help: https://en.support.wordpress.com/webmaster-tools/ • Pinterest: https://semperplugins.com/documentation/pintere st-site-verification/ • Baidu: http://zhanzhang.baidu.com/?castk=LTE%3D (in Chinese) • Yandex: https://webmaster.yandex.com/
  59. 59. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 News Sitemap
  60. 60. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Video Sitemap Available in All in One SEO Pack Pro
  61. 61. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Image Sitemap Coming Soon in All in One SEO Pack
  62. 62. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Get free SSL Encryption
  63. 63. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Ways to get free SSL • Google views SSL encryption as a minor ranking signal. • Some hosts are now providing free SSL. WP Engine is one of them. • LetsEncrypt.org • Transfer DNS to cloudflare.com and site will be automatically SSL enabled. Need to install WordPress Cloudflare plugin. • Extended Validation (EV) SSL is not free. Visit VeriSign, Comodo, or other providers. Adds company name next to the green lock icon in the browser URL bar: • In Google Webmaster Tools you want to add both http and https URLs and Sitemaps, so if someone types in either, your site is tracked with both methods.
  64. 64. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Set WordPress Permalinks
  65. 65. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Edit Post Permalink
  66. 66. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Page Speed Optimization • Google Page Speed Insights • YSlow • GT Metrix
  67. 67. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 GPSI Report
  68. 68. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Page Speed Optimization• Optimize server response time by tuning Apache or leveraging NGINX on the server. • Cache your site pages and media either with Amazon Cloudfront and a caching plugin (Total Cache or Super Cache) or your hosts caching service. WP Engine comes with object caching and you can upgrade for media caching. • Compress all images using WP Smush, EWWW Image Optimizer • Minify HTML, CSS, and JavaScript (remove whitespace) • Above the Fold Optimization • Fix Render Blocking javascript issues • Leverage Browser cache expiry
  69. 69. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Above The Fold Optimization
  70. 70. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Autoptimize
  71. 71. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Warning • Don’t implement Autoptimize or Above The Fold Optimization on a LIVE site. • Work in staging, optimize, check in a browser testing tool, then launch when all is well.
  72. 72. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 On Page SEO • Deep, rich, relevant, contextual content (1,000 to 2,000 words) • Concise keyword optimization: • Title • Post Content • Media (Images, Video, PDF, MP3…) • Permalink • Category • Tags • Breadcrumbs
  73. 73. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 If you do nothing… • Google will pull your H1 Title as the primary title. • Google will pull the first few lines of your page content as the description • This is obviously not optimized for search, which is why you would use an SEO plugin like All in One SEO Pack or others to construct optimized titles and descriptions for post/page content.
  74. 74. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Robots.txt
  75. 75. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 http://searchengineland.com/infographic-nofollow-tag-172157 • The nofollow tag is a way publishers can tell search engines not to count some of their links to other pages as “votes” in favor of that content. Why would publishers need to block such votes? Doing so can help them avoid problems with search engines believing they are selling influence or are somehow involved in schemes deemed as unacceptable SEO practices. Nofollow
  76. 76. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Accelerated Mobile Pages (AMP)
  77. 77. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 WordPress AMP Plugin
  78. 78. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 schema.org • For Local SEO • Supported by All in One SEO Pack • Hours of Operation, Reviews, Show Times, Playlists, etc… • Google will not publish star reviews against your home page - will only publish them on an inside landing page.
  79. 79. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Backlinks • Publish “Skyscraper” Content (Lists, ex: 186 plugins that do this…) • Become a Source For Reporters and Bloggers (HARO) • Build Links From Outdated Resources • Stop Guessing. Use Content Formats PROVEN To Generate Links and Social Shares • Want High Quality Backlinks? Publish Ultimate Guides • Use Branded Strategies and Techniques • Authority Resource Pages • Bonus Strategy #1: Turn Brand Mentions Into Quality Backlinks • Bonus Strategy #2: Send “Feeler” Emails https://backlinko.com/high-quality-backlinks#skyscrapercontent
  80. 80. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Google Answer Box https://moz.com/blog/how-to-appear-in-googles-answer-boxes-whiteboard-friday
  81. 81. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Breadcrumbs • In 2015, Google replaced the URL in mobile search with breadcrumbs.
  82. 82. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Why Breadcrumbs?
  83. 83. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 How to Implement Breadcrumbs
  84. 84. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Breadcrumb Trail
  85. 85. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Add to Theme <?php if ( function_exists( 'breadcrumb_trail' ) ) breadcrumb_trail(); ?> • Add Breadcrumb code to theme template • Style w/ CSS
  86. 86. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Redirection https://wordpress.org/plugins/redirection/
  87. 87. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Image SEO • Resize and compress images before upload or plugin can resize and compress • WP Smush • EWWW Image Optimizer • Imagify
  88. 88. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Image SEO in WordPress
  89. 89. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Change your Filenames!• Always rename your image file: • From: 00001.jpg • ford-focus-4cyl- 2018.jpg • If you need to rename image files AFTER upload, then use Media File Renamer • Rename title can also rename file name. https://wordpress.org/plugins/media-file-renamer/
  90. 90. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 WP Review
  91. 91. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 All in One SEO Pack Demonstration
  92. 92. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Questions?
  93. 93. WordPress SEO: A Beginner’s GuideBy Tony Zeoli | WordCamp Raleigh 2018 Tony Zeoli az@digitalstrategyworks.com https://digitalstrategyworks.com Slides: https://slideshare.net/tonyzeoli

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