2012 wordcamp atlanta - seo & wordpress presentation
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SEO & WordPress: Do this, not that
(for the small business owner or solopreneur)
By: Jenny Munn | www.JennyMunn.com | Jenny@JennyMunn.com | @JennyMunn
SEO & WordPress: Do this, not that for the small business owner or solopreneur
SEO: A Necessary Evil?
Source: SEOmoz
Canonical Tags… “rel=”nofollow”
Meta TagsGeo-Targeting
Robots.txtXML Sitemaps
<head> tagPanda Update
Why SEO Is So Darn Confusing
“Canonical tags (to distinguish a canonical url) can also be used on a page level in the meta tags of a website to create a preferred landing page.”
HUH?!?!
SEO & WordPress: Do this, not that for the small business owner or solopreneur
SEO & WordPress: Do this, not that for the small business owner or solopreneur
Who Am I?
SEO & WordPress: Do this, not that for the small business owner or solopreneur
SEO & WordPress: Do this, not that for the small business owner or solopreneur
DIY SEO + WordPress = LOVE• Levels the SEO playing field
• Empowers us as business owners
• Plugins, Plugins, Plugins
PHASE 1Don’t be
intimidated by SEO
Keyword Research
Competitive Research
Create Title Tags and Descriptions
Phase 2 On-page OptimizationUnderstand Anchor TextGet Google Analytics UpStrongly consider Blogging
Phase 3Create Content
PagesLinkbuildingAdvanced Social Media
Strategy & Execution
Community building
• SEO & WordPress: Do this, not that for the small business owner or solopreneur
Phases of SEO
SEO & WordPress: Do this, not that for the small business owner or solopreneur
Session BreakdownSession 1:
1.Keyword research
2.Competitive research
Session 2:
1. Titles tags and descriptions2. On-page optimization3. Google Analytics4. Blogging5. Off-page tactics/Linkbuilding
Understanding KeywordsEx. #1: Marketing Magician“I’ll make your profits appear out
of think air.”
Ex. #2: “I want to be known for
Blogification {or insert made up word here}. Can that be my keyword?”
When I say “keyword,” I REALLY mean “keyphrase.”
Understanding Keywords
Keywords have nothing to do with your brand, your creativity, or what YOU want to be known for. Period.
The End.
Step 1: Keyword BrainstormStep #1: Develop a List of Keyword Prospects• Yourself: 2-minute exercise• Brainstorm with others: ask others what they would
type into Google if they were looking for your services
• Think about your customers: what words do they use to describe you/your business?
• Competition Keywords:• Content maven?
• Freelance Copywriter?• E-marketing specialist?• Marketing consultant?• Business Writer?
Phase 1: Keywords
Step #2: Verify Keywords
(aka go to Free Google Keywords Tool)
Competitive Research
-Large companies have the benefit of an SEO
team
Why Competitive Research Matters
Is Location Important To Your Business?
• Example #1: Bankruptcy Lawyer– “I want to rank for ‘Help I’m
in Debt’
• Example #2: Copywriter vs. Atlanta Copywriter
Keyword Research Tips
• Put in lots of combinations of words into your research tool
• Look for the hidden gems(LOW Competition, HIGH Search Count)
• Transfer all the reasonable keyword choices to an excel spreadsheet
• Prioritize your list->assign keywords to specific website pages
Keyword Research Mistakes
• Trying to rank for 100 strategic keywords (pick between 5-15)
• Selecting 5 keywords per page (only 2-3 keywords)
• Not knowing your competition (keyword competition)
• Choosing a keyword that has no relevance to your site
Danger - Important Tip
The most important thing is to get started. A half decent keyword is better than NO
keyword
Next Steps: Easy as 1,2,3…#1: Write down all the
website pages you have (or the pages you are going to optimize for)
• #2: Pick 1-2 keywords for EACH page (depends on how much copy is on the page)
#3: Map out your pages/keyword strategy
You don’t optimize a WEBSITE. You optimize PAGES. Each page is its
own entity.
Phase 1: Title Tags & Description
Tags
Phase 1: Title Tags & Description Tags
Phase 1: Title Tags
Make Title Tags Your New BFF
SEO Tip #1: How to find the title tag of a website you’re on…
SEO Tip #2: Remember – SEO is NOT about you or
your brand. Put your company name lastYou only have 60-70 visible characters in
the Title Tag
Meta Description Tag
Track your titles and descriptions in a worksheet
Title Tags & Description Tags
Phase 2: Understand and Apply On-Page Optimization
SEO On Page Optimization Gone Wild
If you need career counseling, look for a professional counselor. Career counseling
can help you in many ways. The first benefit of career counseling is finding a job quickly. Career counseling can also help you avoid
making interviewing mistakes that cost you the job. When you need career counseling
services, don’t hesitate to call the best career counselor in Atlanta.
On-Page Optimization
Photo courtesy of SEOmoz
WordPress SEO Plugins
On-Page Optimization – Body Copy
On-Page Optimization: Anchor Text
On-Page Optimization: Anchor Text
On-Page Optimization: ALT-tags
On-Page Optimization Rule:
Always write for the reader!
NO exceptions
How Do I Know If My SEO Is Working? Enter Google Analytics
Google Analytics
I HEART Blogging on WordPress(and SEO hearts blogging too)
Phase 3: Off-page Tactics
(aka the dreaded Linkbuilding)
Have I lost you yet?
I’m Hungry…(Let’s Talk Linkbuilding)What’s more credible:• No reviews?• A review that’s been
paid for?• 2 restaurants who
agree to give each other good reviews?
• A fellow Atlanta foodie?
• A review from USA Today?
Linkbuilding 101
• Search engines WANT to return credible results that will be helpful
• Google takes into account reviews links to your website and web pages when determining rankings
• Just like reviews, not all links are created equal
• To get a link, you must do (or write) something link-worthy
Linkbuilding ExamplesExample #1: Practice SafeSite
Example #2: Yours Truly
Is SEO Right For You?
Are your customers the type that would turn to search engines to find you?– Fiction Writer?– Corporate Marketing Agency?– Massachusetts Bankruptcy Lawyer?– Atlanta Copywriter?
If there are no fish in the pond, no amount of bait in the world is going to catch
you a fish.
SEO Tools for the SMB
• Google Analytics• WordPress• Google Adwords
Keyword Tool (free)• Blogs
Next Steps
1. Get familiar with the keywords you want to compete for
2. Know what your competition (for those keywords) is doing
3. Get Google Analytics up on your site and regularly check it out
SEO (and getting on the first page of Google) is not about
bragging rights. It’s about driving leads and ultimately
increasing profits
Phases of SEO Phase 3Create Content
PagesLinkbuildingAdvanced Social Media
Strategy & Execution
Community building
Phase 2 On-page OptimizationUnderstand Anchor TextGet Google Analytics UpStrongly consider Blogging
PHASE 1Don’t be
intimidated by SEO
Keyword Research
Competitive Research
Create Title Tags and Descriptions
Questions?
Jenny Munn, Freelance SEO CopywriterWebsite: www.JennyMunn.com
Blog: www.JennyMunn.com/blog Email: Jenny@JennyMunn.com
Twitter: @jennymunnLinkedIn: http://www.linkedin.com/in/jennymunn
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