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WordCamp Finland WordPress SEO workshop

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  • WordPress SEO

  • Jonathan BjrkskogCo-founder, Head of SEO & web tactics at Genero

    WordPress since 2010

    SEO since 2009

    Had 147 WordPress sites in my worst domain-addiction period

  • Founded 2009

    Strategy, Design, Development, Internet Marketing

    ~25 employees, 1,3 m turnover, owned by employees.

  • This Workshop

    The Setup

    1. Good Guy Google2. SEO what?3. The 4 elements of SEO4. Site structure for SEO5. SEO plugins6. Questions & practical work

  • What do you want to do?

  • What do you think of when you hear SEO

  • Good Guy Google

    Never let you buy first positions

  • Google actually worksPre Google (1990s)

    SE looked at how many times a keyword were used.

    You could buy first positions You could spam keywords to get

    first positions

    Search results totally sucked

    With Google

    Google looked at relevance and links (Page Rank Algorithm)

    Googles search results did not suck as much

  • Google ranking factors today1. Relevance (Content, links)2. Trust / Power (links)3. Brand (Brand signals, links)4. Personal (User behaviour, history)5. Other factors might or might not be: CTR, time on site,

    bounce rate, conversion rate, interaction, user-relations, social, etc

  • Search something in GoogleWith Google you do not actually search through internet.

    You search through their index.

    As well as 53 233 other people this second.

    The order of the search result is based on relevance and trust (gained through links)

  • 7 domain links, 0 url links

    320 domain links, 0 url links

    7 domain links,0 url links

    5350 domain links,4683 url links

    3 domain links,3 url links

  • The 4 elements of SEO

    Keyword research & mapping


    Available resources


    Do not make it hard for Google

    Make proper site structure

    Make everything possible



    What do Google see?

    Content structure



    Power & Trust

    Get as much benefits as possible


  • Opportunities

    Find topics for your site: Google Keyword Planner, Keywordtool.io, bersuggest.

    Choose keywords that you think will convert visitors into business.

    Start tracking positions:SEMRush, wincher.com, rankly.io, etc

    Choose keywords that you have a realistic possibility to rank on.

    Look up competition in Majestic SEO or Ahrefs

    1. 2. 3.

  • CompetitionDo a Google search for the keywords.

    Are there only big players? Are there bad sites?

    Check competitors sites strength in Majestic or Ahrefs (or Moz).

    What are your available resources? (Budget or manpower)

  • Keyword choosing strategyA. Broad, competitive, high

    volume keywordsB. Long tail keywords with less

    searches and less competition

    A: Running shoes or B: Yellow Adidas barefoot running shoes

  • Make a url mapping documentThis means that you list all keywords. Then you list all page types and pages, in levels.

    This may also be referred to as site structure or sitemap

    Example doc:https://docs.google.com/spreadsheets/d/1MRVlEx_QJF4RaYmMj6R9LHpMq7NFuLov8C6b7eevaQA/edit#gid=544333043


  • Trust / Power -flow through siteReferred to as internal links. In 90 % of cases your front page will be the strongest page.

    1. We assume that front page have 100 power.2. We have 25 internal links on front page.3. Pages linked from the front page will then get 4 in power (100/25).

    (Link placement on page affects the flow, but we ignore that here) 4. Same principle goes for all other pages on your site.

    Best linked to pages becomes strongest and have the best chance to rank. Pages in navigation will get strong. Links from pages with same topic are more valuable. Anchor text pass topic to receiving page.

  • Plan structure for topic hubs

    For more competitive keywords you will need a lot of related content.

    Group similar content together with a clear hierarchy.

    All subcontent should automatically link back to main content.

    Pages/subpages or category/post

    App developmentiOS app development

    ios app development for dummiesios app development toolsios app development trainingios app development language

    Android app developmentAndroid app development toolsAndroid app development training



  • Technical WordPress SEO

  • General settings Right country-domain or generic domain/language.

    Permalink structure setting using %postname%

    Allow Google-indexing. Show excerpt instead of full content on

    categories & blog. Do not noindex taxonomies, instead make

    them unique. Get fast hosting. Noindex filter-parameter-urls or use # Think about Canonical if you need the

    same content published on several places.

  • Basics for a well-optimized theme1. Allows content on categories. H1 and text (and picture).2. No one-page bs.

    If you are into that, make it the right way with real urls and content in source.3. All important content visible in source (Keep the angular and ajax fancy things on

    top of the content, not instead of it)4. Use proper markup (only one H1, with post/page title in it, alt-tags are printed for

    pictures, widget-titles not as h2 or h3, etc)5. Use real urls for content (not popover, not #-urls)6. Use breadcrumbs (For example Yoast)

  • Unique content on taxonomiesA lot of themes does not let you add any content or pictures to taxonomy-pages.

    It is easy to fix though:

  • Make taxonomies even more richExamples:

    Enable category-pictures Print extra fields with extra info Edit post summaries manually

  • Domain structure and languagesFor finnish content: site.fi = Greatsite.com/fi/ = Greatfi.site.com = OKsite.fi/sv/ = Not so good (Finnish content will rank well in Google.fi, but swedish content will have a hard time ranking in Google.se with this setup)

    For languages in subfolder: WPML or Polylang.For languages on multiple domains: WPML, Polylang or multisite

  • Linking languages together Link languages together page to page if possible. Use hreflang meta to tell Google that this post is available on another language


    Use hreflang meta to tell Google the language of this post At least WPML and Polylang takes care of this.

  • Plugins1. SEO-plugin for the essentials, meta & sitemaps (Yoast, all-in-one, etc)2. Redirection plugin (We want to get rid of duplicate content)3. Related content-plugin (internal linking)4. Images for categories (taxonomy-images)5. Cache plugin for a fast site.6. Plugin for custom post types & custom fields.7. Yoast analytics (for easy ecommerce tracking)8. WPML / Polylang / Woocommerce when needed

  • Set up Yoast SEO1. Set content you cannot make unique as noindex, follow. (author archives, media

    attachment pages, format archives, date-based archives, tags). 2. Make default titles for everything you want to index:

    Buy %%term_title%% running shoes online %%sep%% %%page%% %%sep%% %%sitename%%3. Enable the sitemaps for the content that is unique. Disable the rest.

  • Example setup

  • Yoast SEO box

  • Use Yoast SEO box1. The keyword does not affect anything, it is just a base for all checkup (and can be

    changed to test the content against several keywords)2. Keyword MUST be in title

    (main heading is generating title if you do not fill it in = OK). Make the title click-friendly. You have about 54 characters to use.

    3. Make a description in proper length including the keyword. (Not important for SEO, but for CTR)

    4. Save draft for box to be updated.5. The box is actually most a tool for teaching yourself.

  • Yoast page analysis

  • Single content structure1. Main keyword in title and heading2. Picture on site, main keyword in alt-tag3. Main keyword in url4. Main keyword somewhere in content & sub-heading.5. Make the content rich. Is this the best content online for this keyword?6. Text-content long enough

    This goes for all types of content on your site

  • Get rid of 404Redirection plugin

  • Anyone can do all of this

  • If 50 sites are perfect, which will rank?

  • The one that is most trusted

  • Lets go off page

  • Getting external links First have the best possible page & site for a keyword. Then, get strong, branded links to your sites all important pages.

  • Link Acquisition Techniques Being a brand PR Being a resource in your niche Link baits (create stuff that go viral) Asking for links (from company partners,

    relatives, subcontractors, etc) Blog cooperation Exchanging links Guest blogging Advertorials Buying old domains Buying links Link networks

    Good praxis if you ask Google

    Still quite okay if you ask Google

    Things that work, but are against Google guidelines

    Things that sometimes work, but are against Google guidelines

  • Tools that we looked atGoogle keyword planner (Googles own tool for finding keywords)

    Keywordtool.io (Gives you a list of all Google suggested keyphrases for a keyword)

    Ubersuggest.org (Gives you a list of all Google suggested keyphrases for a keyword)

    SEMRush (Tracking positions in Google from a neutral location/profile)

    Majestic SEO (Check link data for websites)

    Ahrefs (Check link data for websites)

  • Thank you!Follow: https://twitter.com/JonathanBJ

    Get help with marketing: http://genero.fi/ http://generodigital.se/


    Jonathan BjrkskogFounding partner

    Head of SEO & Web tactics+358 (0)50 539 [email protected]

    https://twitter.com/JonathanBJhttp://genero.fi/http://genero.fi/http://genero.fi/http://generodigital.se/http://generodigital.se/mailto:[email protected]:[email protected]