introduction to seo and seo for wordpress

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Introducton to SEO and SEO for WordPress, By Chris Burgess, Peter Mead and Michael Jones.

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  • 1. Introduc)ontoSEOand SEOforWordPress ChrisBurgess,PeterMeadandMichaelJones

2. Ali7leaboutus ChrisisChiefInforma9on Ocerforanonprotin Melbourneandisac9vely involvedintechusergroups includingco-managingthe MelbourneSEOMeetupwith MichaelJones.Inhisspare 9mehealsoenjoysworking onavarietyofwebprojects andmanagesafewofhisown websites. PeterMeadisaWordPressand SEOconsultant,withafocuson strategy.Workingwithsmall businessclientstodeliver personalizedWordPresswebsites andspecializedSEOservices,he feelsqualityisadetermining factorforlas9ngsuccessonthe web.Hehasalsoestablisheda regularWordPressmeetupin Bendigo. MichaelworksatRazorshasSEO Manager,SuncorpInsuranceHead ofOnsite/TechnicalSEO.Michael has12yearsofsearchengine marke9ngexperience,worked withmanylargeorganisa9onsin Australia(bothin-houseand agencyside),inabroadrangeof industriesincluding:shopping, classiedsandservicewebsites. MichaelspecialisesinSEObutalso hasexperienceinSEM,Analy9cs, Social,Local,Reputa9on managementandEmailMarke9ng. PeterMead PeterMeadIT.com ChrisBurgess ChrisBurgess.com.au MichaelJones HolidayPoint.com.au 3. Agenda (Part1)Introduc)ontoSEOChrisBurgess SEObasicsandwhySEOisimportant Areastofocusontohelpyougetfoundinthemajorsearchengines OnsiteandositeSEO Theimportanceofkeywordresearch (Part2)SEOandWordPressPeterMead SEOandWordPress WordPressSEOcapabili9esoutofthebox Recommendedplugins Themesandframeworks (Part3)SEOToolsMichaelJones Commonissuesandxes Toolsandservices Examplesofsomedo'sanddon'ts Wheretofromhere? (Part4)SEOQ&APanelandQues)ons 4. Part1-Introduc)ontoSEO 5. Imagesource:h[p://www.yourthoughtpartner.com/blog IsthishowyoufeelaboutSEO? 6. SEObasicsandwhySEOisimportant 7. Everybodywantstogetfound Source:h[p://moz.com/blog/smwc-and-other-essen9al-seo-jargon butnoteveryonecangetto#1spotonsearchengines ThatswhyyouneedSEO. Atleastnotatthetop!J 8. WhatdoesSEOstandfor? SearchEngineOp)miza)on 9. Deni)onofSEO Source:h[p://moz.com/blog/smwc-and-other-essen9al-seo-jargon Theprocessofincreasingthenumberofvisitorstoa websitebyachievinghighrankinthesearchresultsofa searchengine.Thehigherawebsiteranksintheresults ofasearch,thegreaterthechancethatuserswillvisit thesite.Itiscommonprac9ceforInternetuserstonot clickpasttherstfewpagesofsearchresults,therefore highrankinSERPsisessen)alforobtainingtracfora site.SEOhelpstoensurethatasiteisaccessibletoa searchengineandimprovesthechancesthatthesite willbeindexedandfavorablyrankedbythesearch engine.-Moz 10. SearchEnginesLibrariansoftheInternet Thinkofsearchengineslikethelibrariansofthe Internet. Theirsystemscollectinforma)onabouteverypageon thewebsotheycanhelpusersndexactlywhattheyre lookingfor. Surce:h[p://searchengineland.com/guide/what-is-seo 11. Searchenginesuseaprogramcalledanalgorithm(think ofitlikeasecretrecipe)todeterminewhatpagesto suggestforasearchquerybyauser. Surce:h[p://searchengineland.com/guide/what-is-seo Source:h[p://moz.com/blog/smwc-and-other-essen9al-seo-jargon ImageSource:h[p://www.longtermx.com/ Howdotheydoit? 12. Algorithmsareconstantlybeingupdatedwhichmeansthat rankingsareconstantlychanging. Thesealgorithmchangeshavecodenames.Youmayhaveheard someofthemorepopularonesPenguin,PandaandHummingbird. Surce:h[p://searchengineland.com/guide/what-is-seo Source:h[p://moz.com/blog/smwc-and-other-essen9al-seo-jargon ImageSource:h[p://www.longtermx.com/andh[p://www.markcijo.com/ Upda)ngthealgorithm 13. Surce:h[p://searchengineland.com/guide/what-is-seo Source:h[p://moz.com/blog/smwc-and-other-essen9al-seo-jargon WhyshouldIcare? Ifyouownawebsite,understandingthekeyingredientssearch enginesarelookingforintheirsecretrecipe(rankingfactors)and makingiteasyforsearchenginestondthemonyoursitehelps toimproveyourchancesofbeingdisplayedhigherupinthe searchengineresultspage(SERP). Thisprocessisknownassearchengineop9misa9on(SEO). 14. WhySEOisimportant HigherSERP Morevisitors+customers toyoursite Greaterexposureand opportunityforconversions (leads,sales,revenueetc.) $$$ 15. GeengFound 16. Ge]ngFound Justbeingonlinedoesntguaranteebeingfound Lotsofpeoplehavegreatwebsites,causes,productsand services,buttheydontgetmuchtrac Youmightbeinacompe99veindustry 17. OnsiteandOsite 18. Onsite Op9miseyourpagescontent Titles,headings,images,text,metadescrip9ons Keywordsandcontentstrategy XMLsitemaps Canonicallinktodeterminetheoriginalpage(wellcoverthis bitlater) Robots.txt(wellcoverthisbitlater) Congura9on 19. Osite Shouldbedoneaieronsiteop9misa9on Links(context,anchortext) Inboundlinks=TheHolyGrail Qualityoflinks Badlinkscanhurtyoursite Socialmedia,web2.0proper9esetc. Bookmarking,StumbleUpon,Digg,Squidooetc. Examplesofgoodlinks:mainstreamnewssiteorblog,natural Exampleofbadlinks:spammy,unnatural 20. Exampleofbadlinks 21. Howcanyougetlinks? Linkbuilding/earningcreatehighqualityanduniquecontent Blogs Socialmedia Podcasts Video eBooks eNewsle[ers Infographics Whitepapers Thebuzzwordisinboundmarke9ng 22. KeywordResearch 23. Whatdoyouwanttobefoundfor? 24. KeywordResearch Knowingyouraudience Whattheysearchfor Whatkeywordstofocuson Compe9toranalysis Lookforwordsthathavehighsearchvolumeandlow compe99on,theywillbeeasiertorankfor GoodMovinghouseonabudget BadBrokeandneedtogetout? GoodBookkeeping9psforsmallbusiness BadGe>ngyourbooksinorder 25. KeywordResearch Manytoolsandmethodsavailable Lookingforkeywordswith: hightracvalue lowcompe99on makegreat9tles makegreatcontent Checkouth[p://tools.seobook.com/keyword-tools/seobook/ 26. GoogleKeywordPlanner(formerlyAdWordsKeywordTool) h[p://adwords.google.com/keywordplanner 27. Recap SEObasicsandwhySEOisimportant Areastofocusontohelpyougetfoundinthemajorsearch engines OnsiteandositeSEO Theimportanceofkeywordresearch 28. Part2-SEOandWordPress 29. SEOandWordPress isamatch madeinheaven 30. Whatworksforme Quality-PLAF People Link Ar9cles Found Cri9calfactors-SAT Sitespeed Ar9cles/Content Timeonsite/Bouncerate WordPresshelpsmaketheseprocesseseasyforusers 31. WordPressSEOcapabili)esoutof thebox 32. WordPressSEOcapabili)esoutofthebox Strongcommunity Wellsupported Itsaclean,easytouseCMS Titles,HeadingsandContent Professionalpublishingplarorm(builtwithSEOinmind) SearchfriendlyURLs(permalinks) GooglecanindexdefaultWordPressquiteeasily Abilitytoeasilyextend(viaPlugins) 33. RecommendedPlugins 34. Yoast h[p://yoast.com/wordpress/seo/ h[p://yoast.com/wordpress-seo-premium-release/ 35. Yoast:Overviewoffeatures Developedbypros(Joost)forprosandbeginnersalike Veryeasytouse Features: Op)mizeyourWordPresssitewithjustoneplugin ThemostcompleteSEOpluginforWordPressavailable Contentanalysisfunc)onality-writebe[ercontentwiththe built-incontentanalysisandeasilyop9mizeyoursites9tlesand descrip9onswiththesnippetpreview Automa)callygenerateXMLSitemaps Andmanymoretechnicalimprovementstoyoursitethatyou dontevenhavetolookat. Source:h[p://yoast.com/wordpress/seo/ 36. Yoast:Titlesandmetatags Settemplatesfor9tlesandmetadescrip9onsforalltypesof pagesglobally TheWordPressSEOmetaboxtoop9mizeyourpost9tleand metadescrip9on ThesnippetpreviewshowswhatitwouldlooklikeinGoogle, thishelpsuscraiforhigherclick-throughs Source:h[p://yoast.com/wordpress/seo/ 37. Yoast:thisiswhatitlookslike 38. Yoast:PageAnalysis 39. Yoast:Advanced 40. Aimingforgreen! 41. OtherWordPressPlugins 42. AllInOneSEOPack Freeversionandalsoproversionfor$39USD+$49every12 months h[p://semperplugins.com 43. BrokenLinkChecker Checksyourblogforbrokenlinksandmissingimagesand no9esyouonthedashboardifanyarefound. Freeplugin h[p://w-shadow.com/blog/2007/08/05/broken-link-checker-for-wordpress/ 44. GoogleXMLSitemaps ThispluginwillgenerateaspecialXMLsitemapwhichwillhelp searchengineslikeGoogle,Yahoo,BingandAsk.comtobe[er indexyourblog. h[p://www.arnebrachhold.de/projects/wordpress-plugins/google-xml-sitemaps-generator/ 45. GoogleXMLSitemapforImages ThispluginwillgenerateaXMLImageSitemapforyour WordPressblog.Opentheseengspagetocreateyourimage sitemap. Freeplugin h[p://wordpress.org/plugins/google-image-sitemap/ 46. HeadCleanup RemoveextraneousheadtagsfromWordPress Freeplugin h[p://wordpress.org/plugins/header-cleanup/ 47. NGFBOpenGraph+Pro AddsHTMLheadertagsforbe[erGoogleSearchresultsand SocialSharingposts.Anessen9alpluginforeveryWordPress website! Freepluginandproversionfor$29USD h[p://surniaulula.com/extend/plugins/nextgen-facebook/ 48. WPMinify ThispluginusestheMinifyenginetocombineandcompressJS andCSSlestoimprovepageload9me. Freeplugin h[p://wordpress.org/plugins/wp-minify/ 49. ThemesandFrameworks 50. ThemesandThemeFrameworks Pagelines h[p://www.pagelines.com/ WooThemes h[p://www.woothemes.com/ Genesis h[p://my.studiopress.com/themes/genesis/ Thesis h[p://diythemes.com/ 51. Recap SEOandWordPressmatchmadeinheaven WordPressSEOcapabili9esoutofthebox Recommendedplugins Themesandframeworks 52. Part3SEOTools,)psand recommenda)ons 53. Commonissuesandxes 54. Headings sandsnotusedaswellastheycould 55. Robots.txt Robots.txtisusedbyGoogleandothersearchenginestoknow whichpagesthespidersshouldindex. Caneditrobots.txtmanuallyorwithaplugin. Cancontroleachpageorpostifdesired. IndexingyoursearchpagesDisallow:/*?s= 56. Excludingcontent Excludecategory,tag,archive,authortagstosuit YoucandothismanuallyorthroughanSEOplugin 57. Canonicalisa)on Googleintroducedcanonicallinktodis9nguishtheoriginal pagefromderiva9vepagesinyoursite,toavoid"duplicate content!" SetintheseengsofyourWordPresssite Setitonapagelevelforeachpageifneeded 58. XMLSitemaps XMLsitemapsareusedbyGWT(GoogleWebmastertools) Plugins(suchasWordPressSEOetc.)letyoucreateandcontrol detailsofsaidXMLsitemaps. TellsGooglewhatisimportant. 59. .htaccessCongura)on 1. Setcharacterformaeng 2. Enablingcompressionoftxtbased assetsusingDELFATE 3. Enablecachingofimagebased assets 4. Enablecachingoftxtbasedassets 5. Enablinglastmodiedhe