Download - DIY SEO Using Word Press
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DIY SEO using WordPress
Presented by Melissa Cahill Panoptic Online Marketing, LLC
WordCamp NYC
Baruch College (CUNY) June 9-10, 2012
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This presentation aims to help the small business owner, non-profit webmaster, or personal blogger understand some basic principles and best practices around SEO.
DIY, or know the right questions to ask before paying a SEO specialist.
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• Basic SEO concepts
• Keyword research: How to select effective keywords
• Keyword implementation: Understand the purpose of each implementation location, and learn how to use the Yoast SEO plugin
• Things to consider when hiring an SEO company
• Learn More About SEO (Free Tools and Resources)
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• Basic SEO concepts
• Keyword research: How to select effective keywords
• Keyword implementation: Understand the purpose of each implementation location, and learn how to use the Yoast SEO plugin
• Things to consider when hiring an SEO company
• Learn More About SEO (Free Tools and Resources)
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Search Engines vs. Users
Search Engine Optimization
Search Experience Optimization
Search Engines Users
Love content. Love content.
Use keywords to generate listings. Use keywords to find information.
Can’t access a poorly designed site. Hate browsing a poorly designed site.
Everything you do on a website should have the dual purpose of satisfying USERS and search engines (yes, in that order!)
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Google says that the right kind of SEO is fine Many people confuse search engine optimization with spamming. Spamming and SEO are two totally different things. A recent announcement from Google contains a statement about “white hat” SEO:
Effective search engine optimization can make a site more crawlable and make
individual pages more accessible and easier to find…
“White hat” search engine optimizers often improve the usability of a site, help
create great content, or make sites faster, which is good for both users and
search engines.
Watch Google’s Matt Cutts talk about SEO on YouTube: http://www.youtube.com/watch?feature=player_embedded&v=BS75vhGO-kk
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How Do I Improve My Ranking?
On-Site Factors:
• What you say about yourself
– Keywords you use on your website
Off-Site Factors:
• What other websites say about you
– Inbound Links (and words they use in the link)
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SEO Basics
• Off-site SEO (link building):
– Legitimate
– Credible
– Relevant
Google’s recent “Penguin” update penalized websites undertaking black hat SEO tactics and those with otherwise low-quality content
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On-Site Factors for SEO
1. What keywords to use? – Targeted (to a specific product/service/audience)
– Traffic-bearing (Average Search Volume [ASV])
2. Where to put them on your site?
– Page Titles & Meta-Description Tags…
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Keyword Research
What keywords to use?
– Targeted (to a specific product/service/audience) – Traffic-bearing (Average Search Volume [ASV]) – Not ridiculously competitive
• Brainstorm, but keep it simple.
• Don’t spread yourself too thin.
• Be specific about what you’re selling.
TIPS!
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Implementation Locations
• Where should I use keywords?
1. Domain name (http://www.YourDomainName.com/)
2. Sub-page URLs (permalinks):
(http://www.YourDomainName.com/YourPageName)
3. Title
4. Meta-Description
5. Headers (h1, h2, h3; descending importance)
6. Internal links
7. Website copy (written content on the page)
8. Bold text
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Keyword Implementation Rules
• Don’t overdo it!
• Only target 2-3 phrases per page on site
• Don’t make text read like you are spamming!
We’re a coffee shop in New York City and our coffee shop in New
York City serves good coffee.
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Keyword Implementation Rules
• Don’t overdo it!
• Only target 2-3 phrases per page on site
• Don’t make text read like you are spamming!
We’re a coffee shop in New York City and our coffee shop in New
York City serves good coffee.
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Permalinks
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Title & Meta-Description
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Title & Meta-Description
• Title is essentially #1 for keywords
• Meta-Description relatively low on the list
Unless your business name is a widely
recognized brand, keep it out of the Title, but
include it first in the Meta-Description
TIP!
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Yoast SEO for WordPress
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Headers
h1, h2, h3, h4, h5
Descending weight on SEO
• h1 – One of the main keywords of page
• h2, h3 – secondary/topical keywords
• h4, h5 – not crucial to use/embed
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Website Copy
• At least one paragraph of copy should be
found on each page
• Keyword Density
– Not imminently important
• Learn how to write copy for the web
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Yoast SEO for WordPress
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Keywords for Images
• File name …“whitesalmon-rafting.jpg”
• Alt attribute • Shows when image cannot be
loaded
• Tooltip text
alt = “Rafters plunging down Husum Falls on the White Salmon River”
• Title attribute
title = “Husum Falls on the White Salmon River”
<img src=“/images/whitesalmon-rafting.jpg” width=“250” height=“150” alt=“Rafters plunging down Husum Falls on the White Salmon River” title=“Husum Falls on the White Salmon River”>
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Internal Links
• Can be helpful within the copy, especially at the end of articles
• Should not be overused
• Should have the same anchor text as your main navigation or inbound links
Consider a “related posts” plugin:
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Update Services Alert update services (“ping”) that you have new content. The WordPress Codex keeps a list of valid ping services that you can cut and paste into your blog’s settings: http://codex.wordpress.org/Update_Services
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XML Site Maps
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Yoast SEO for WordPress
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Yoast SEO for WordPress
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Yoast SEO for WordPress
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Advanced Features
1. Robots Meta configuration
2. Canonical
3. Breadcrumbs
4. Permalink clean up
5. XML Sitemaps
6. RSS enhancements
7. Edit your robots.txt and .htaccess
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What to ask SEO vendors?
Don’t trust anyone who makes guarantees
regarding rankings, especially if they promise
you one of the top spots in Google.
TIP!
• How do they conduct their keyword research?
• What’s included in their price?
• How do they monitor performance and how often will they make any necessary adjustments?
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SEOMoz’s Beginniners Guide to SEO - Chapter 5: Keyword Research Google’s Search Engine Optimization Starter Guide (PDF) Yoast’s SEO for WordPress Plugin - The Definitive Guide to Higher Rankings for WordPress Sites
Google & SEO-Friendly Page Titles (Video) CopyBlogger Copywriting 101 Matt Cutts: Gadgets, Google, and SEO
Learn More About SEO
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