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WordPress and SEO were made to go together just like chocolate and peanut butter. With strategic marketing and planning, you can achieve your SEO and business lead goals. This presentation is an overview of essential things you need to understand today to optimize your site in compliance with current accepted best practices. For a version of the presentation which includes links to references and supportive information, visit http://charlestonpr.com/posts/2014-wordpress-seo-fundamentals/.
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SEO and WordPress
truth
“SEO has evolved to become the result of an actual marketing
strategy versus marketing tactics” Rae Hoffman
Read the article: http://sugarrae.com/rants-in-bitchland/google-propaganda-marketers-wake-up/
seo planning is step 1
•
rank cannot be bought•
must be earned
•
seo
is not an item to be left to the end
•
plan first•
w/o planning, you’ll
never get where you want to be
Photo credit: Oatsy40
seo components
•
A strong SEO strategy has three core components: –
links
–
content–
social media
•
What's become more pronounced in the last year is the relationship between these elements.
•
Best user experience, e.g. mobile compatibility is no longer optional
Read more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014
expectations are blown apart...
•
Nothing is the same•
No tricks
•
No games•
No kidding.
•
Follow best practices
Photo credit: Morgali Photography-House Explosion 2009.12.22 Ohio Ave Extension
pandas, penguins, hummingbirds
panda rules•
Summer 2011
•
High‐quality, original•
Trust
•
Authentic, interesting•
Not full of ads
•
Involved•
Useful/UX
•
Not overly optimized•
Google notes
Read Google’s post about quality: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building- high-quality.html
penguin – this bird can’t fly
•
Debuted April 24, 2012•
Updated May 25, 2012
• rankings of websites
that violate Google’s Webmaster Guidelines
•
demote black‐hat SEO tactics, e.g. link
schemes
Read Google’s Webmaster Guidelines: https://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
hummingbird – nimble, fast
•
September 27, 2013, Google’s self‐given
birthday gift, core algo•
improved, more natural
search•
focused on natural
speech•
finding you precisely
what you seek
fundamentals•
solid, strong brand
•
great copy•
adds value
•
well‐designed site•
useful information
•
fast•
mobile responsive
what are you working towards?
• Know your goal
• Research
• Competitor analysis
content is king
•
Owned/Earned/Paid•
Increase Owned/Earned
•
Create•
Distribute
•
Share & Interact
Content Development
•
Photos•
Videos
•
Text / written articles•
Curated content
•
WordPress app makes it easy on the go
Photo credit: Yutaka Tsutano
taxonomy
• Map it out
• Identify primary
• Supporting branches
• Categories–
One per post
• Tags as modifiers–
Not contained in post
titles
Plan Blog Categories
Cupcakes
Chocolate Birthday Decorating
Parent Category Child or
Secondary Categories
Plan ‘Tags’‐
Micro Categories
DarkChocolate
WhiteChocolate
MilkChocolate
ChildCategoryChocolate
Tags
Why strategy?
If you put effort into planning
your
marketing and content strategy
you
you’ll have a higher success
rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organization.
schema.org
•
html tags to markup pages
•
Search engines rely on this markup
•
created by the four major search engines
Google’s markup helper
•
Optimize Your WordPress Blog Content with Google’s Markup Helper
•
Google’s Markup Helper
Read an article guiding you through how to optimize your WordPress blog content: http://contentmarketinginstitute.com/2014/01/optimize-wordpress-blog-content-googles-markup-helper/
Use Google’s Markup Helper: https://www.google.com/webmasters/markup-helper/
wordpress
SEO•
Best in class
•
Light weight•
Easy to configure
•
Updated regularly•
Content analysis
functionality•
Optimize your sites titles
and descriptions with the snippet preview.
•
Automatically generate XML Sitemaps
all ins•
Title–
page–
file media library
• Text
• Tags–
alt–
post–
H2, H3
• Page
• Subheads
• Descriptions
other considerations
•
Inbound links•
Bold
•
Cross site links as on‐ page navigation
•
No “click this link” rather, “click for map to
our location”
author, author
•
Rich snippets•
Google Profile–
rel=”author”
and
rel=”me”
•
Best writer about this is Joost
de Valk
aka Yoast
http://yoast.com/wordpress‐rel‐author‐
rel‐me/
Learn from Google: What are rich snippets? https://support.google.com/webmasters/answer/99170?hl=en
rich snippet example
share, friend, participate
lather, rinse, repeat
•
monitor•
adjust
•
refresh•
keep alert to Google’s
changes•
competition
Photo credit: 1950sUnlimited
