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WordPress SEO John Shehata Sr. Manager SEO, Advance Internet
[email protected] Twitter @john_shehata http://www.john-shehata.com
Sri Nagubandi Director SEO, Rosetta
[email protected] 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
5
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.
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
URLsRewrite 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 LinksAnchor 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
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
[email protected] Twitter @john_shehata http://www.john-shehata.com
Sri Nagubandi [email protected] Twitter: @srinagubandi http://www.srinagubandi.com
Link to us! Please;-)
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