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1. WordPress SEO Success Digital Marketing for Business 2015 Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 2. Search Engine Optimization for Your WordPress Website or Blog Find the following presentation & others referenced here on www.slideshare.net/jakeaull Jake Aull has written WordPress SEO Success for Pearson Prentice-Hall their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSUs first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructors manual for, Pearson-Prentice Halls first social media marketing text book. 3. Contents I. What is SEO? II. Do I really need SEO? I. 15 WordPress SEO Success principles III. The Stages of SEO IV. WordPress, SEO tools & plugins I. Is WordPress better or worse for SEO? II. SEO plugins V. SEO & content I. Research & audits II. Keywords & strategy III. SEO strategy VI. SEO architecture I. Social media integration II. SEO checklist VII. Analytics I. JetPack & plugins II. Google Analytics VIII. Mobile & Local I. Mobile search engine submission II. Local channels III. Reviews ```````` 4. I. What is SEO SEO (search engine optimization) is making your business come up in Google (& other search engines organically) What does that mean? Consumers are looking for something - they need something - a solution to a problem. How do they attempt to solve it? With info - by going to Google - or Bing - or Yahoo. They enter their search terms - their question - their problem. 5. Sample SERP (search engine results page) 6. II. Do I Really Need SEO? Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 7. " Goals? " SEO " Marketing/digital " Content/social " Strategy " Tactical implementations " Content channels integrations " Analytics " Proving goals results II. Do I Really Need SEO? Driving Questions 8. " Nature of WordPress site " Brochureware " eCommerce " Blog/magazine " Forum/social site " Mobile " **(Note: Plenty more website types in the book WordPress SEO Success) Driving Questions 9. 1) Identify your objectives: Awareness? Sales leads? 2) Do more for SEO via your digital footprint architecture 3) SEO is complex enough keep it simple. 4) Search Engines like SMEs (the little guy). 5) There are no guarantees in SEO, & #1 takes time. 6) Social media & reputation management are critical. 7) Start deep & progress broad (from niche long-tail keywords to short-tail). 8) Content is king (but no duplication!). 9) Traditional meta-tags dont work. 10) Write for readers not search engines. 11) The search engines tell you everything you need to know (e.g., keyword research & support docs). 12) SEO is independent, but must work with other channels also. 13) Canonicalization is critical. 14) WordPress evolves. So should you update themes & plugins. 15) You have the ability to make the search engines your friends or enemies. This is within your control. II. Do I Really Need SEO? 15 Success Principles 10. III. The Stages of SEO Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 11. " Strategy & Discovery " Keyword Analysis & discovery " Marketing strategic alignment " SEO plan " Keyword/copywriting plan " Implementation & Programming " Coding keywords & tags " Robot.txt file " Search engine integrations " Analytics integrations & auto-reporting " Geo-local integrations " Google Images, video, etc. III. The Stages of SEO 12. " Off-site Activities " Local directories set-up " Submission to social sites & social search engines " Articles & PR publishing " Obtaining links " Ongoing Maintainance " SEO new content " Reviewing analytics The Stages of SEOIII. 13. Digital Marketing & SEO Objectives Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 14. - Page rank - Top/first page results goals - PPC and first-page real estate - Competitive - Suppress bad reviews - Local SEO - First-time search or new site - Social Media Optimization SEO (& PPC) Objectives 15. IV. WordPress SEO Plugins Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 16. - Plugins - Updates - SEO-friendly templates - SEO-friendly integrations Is WordPress Better or Worse for SEO? 17. 1. Objective? Are you experimenting or completing a site? 2. Know the specific functionality you seek. 3. Look at stars & reviews & quantity of those. 4. Is the plugin new or old? 5. How frequently has it been updated? 6. Dont add a plugin if you already can achieve that with an existing plugin. 7. Is a plugin really necessary? (Could you do it easily manually?) 8. Install plugins only one at a time, keep a log of what was installed when. 9. QA the site after plugin installs. IV. Choosing Plugins 18. - Yoast WordPress SEO - All-in-One SEO - SEO Ultimate - SEO Pressor IV. WordPress & SEO Plugins - Akismet - Pinterest - Simple 301 Redirects - JetPack 19. V. Keyword Research & SEO Strategy Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 20. " Technology: " Google AdWords Keyword Research Tool (best data) " Bing Webmaster Tools " Other keyword/SEO research tools such as SEMrush (good spy data) and KeywordSpy (easy, but less accurate data) " Competitive analysis/keywords " Competitors " Industry thought-leaders/bloggers " Comparable industry digital marketing leaders " Organic, PPC and social Keyword Research Inputs 21. " Your website historical analytics " Past organic keywords " Favorite pages of your site " Blog categories/tags " Your past PPC performance " (even if flawed) " Your social media top clicks/likes/shares Keyword Research Inputs 22. Google Keyword Research ____________________________________________________________________________________________________________________________________________ ___________________ 23. V. Content Strategy & SEO Process Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 24. The importance of good Keyword drivers Good copywriting is vital and can be used in conjunction with good keywords! Copywriting can be built on primary keywords for a page/post. Find the junction of readability, SEO, copy hooks and website usability Link bait: Good writing intrigues readers to read on and share your link CTAs: You need good calls-to-action ensure your reader takes the next step and links to where you drive them!* *(for more see the aforementioned webinar) 25. " Web page titles and relevant copy (semantic content) " You can search for your blog phrase in search engine " Web writing with keywords " Writing for audience or writing for search engines? " Tone and positiveness " No stealth blogging " Clickstream and customer journey " Why Blog? " Blogging for both search engines and purchase decisions " Social media content and relevance (for more on this, see my WordCamp Atlanta 2014 presentation on Social Media Uses for WordPress Sites) Writing & Keywords 26. SEO Web Page Plan 27. Strategic content managers The emphasis on content, and link, quality has helped drive the new generation of content managers. Whether using social media, copywriting, video or SEO technology, content to meet digital marketing goals is the strategy. And today, its a strategy more of quality than quantity for Google and for social media engagement. So today we want link engagement; backlinks from social engagement strategies, relevant content and referral sites everything weve discussed here. (for more on this, see my WordCamp Atlanta 2014 presentation on Social Media Uses for WordPress Sites) 28. VI. SEO & Site Architecture WordCamp Raleigh 2014 Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull 29. SEOSitemapguidefor20-25pgwebsite Home | | | | | | | | mainnaviga,on FloorServices SuccessStories WhoWeServe AboutAcmeFloor FloorworkPhotos Contact News&Blog | | | | | | | Hardwood FloorCaseStudies CommercialFloors Hardwood Experts Hardwood Photos Direc,ons Press | | | | | | HomeCarpet Tes,monials HomeFlooring Carpet Experts Carpet Images DecorBlog | | | | OceFloors DecorPartners Mission/vision Business Floors (footer menu): Home --------- --------- -- Legal? LEGEND: Boxitem =menu/submenuitem Do.edbox =possible,futuremenuitem? Green&/oritalictext=Descriptertextnotgoingonwebsite 30. Site architecture planning Plan your website upfront for keyword-driven pages The power of the Footer navigation Linking throughout the site: It sounds cumbersome, but plan links through every page and blog post of your site if possible. When you write up your sitemap, plan which pages you want to link to the next, and so on and so on. Link planning doesnt require a long list of links on your websites pages! Target a primary link (maybe 2 or 3) to show, and push web users continually through your site. 31. Site architecture planning Blog/news: This can especially work for the blog section of your site you can continually link to/from those posts to distribute link j