The main presentation covers the following:
1. How to choose good keywords and improve the content you already have
2. Where to put keywords (and how to come up with great ideas for new content)
3. How to check Google Analytics, Webmaster Tools and Gravity Forms for feedback about keywords and traffic on your website
4. How to refine content on your website using the keywords that produce the best results
1. Mark McLaren McBuzz Communications – a Seattle Search Engine Marketing Company SEO SUCCESS WITH WORDPRESS Links to resources covered in this presentation are included on the final slide. Contact me with questions.
2. My Goal: Show Three Things How to optimize a WordPress site for search How to see if optimization is working How to use feedback from Google Analytics and Webmaster Tools to optimize further
4. Which keywords should I use? Common problem: You can use Google Analytics and Webmaster Tools to identify keywords that are bringing quality traffic to your website, but how do you identify good keywords if you don’t already have quality traffic coming to your site?
12. Optimization Is Working 700 + organic visits a month via a broad range of related keywords 7% of these visitors submit the contact form Others contact the business by phone Site generates 50-100 new leads per month 2-3 new customers per month
16. What Does a Not-So-Well-Optimized Site Look Like? Low organic search traffic Low number of organic keywords Most keywords are “branded”: variations of the business name or owner’s name Few keywords are about products/services Very few visitors convert
17. Some days there are no visits from organic keywords 18 out of top 25keywords branded
18. Visitors we love: Submit the form. Branded (name) searches. Search using “good fit” keywords.
19. Top 1-6 keywords are all company-name or owner-name, but #7 is not. It’s a “good fit”: a keyword we should use to optimize the site.
20. Finding Good Keywords Choose words people actually use to search Google Suggest “Searches related to…” Keyword Tool Analytics to find “good fit” keywords Look at competitors in search results Think Sunday Brunch, not À La Carte Menu(Use a wide variety of related keywords – a “keyword theme” – rather than use one or two keywords repeatedly.)
28. Keyword Search Volume (Google Keyword Tool) seo seminar 4400 searches/month seo seminars 3600 searches/month seo workshop 3600 searches/month seo workshops 2400 searches/month
29. I use keywords like “search engine optimization seminar” on the mcbuzz.com home page.
30. Oops! I forgot to optimize for “workshop” keywords. (In other words, I forgot to use the word “workshop” in my post and on the mcbuzz.com home page.)
31. I went back and added “workshop” to the HTML title of the post using All In One SEO plugin and to the visible title and body text using the WordPress editor.
32. Here’s the result. (I also added the words “SEO class” to the body of the post.) I used the Rank Checker add-on for Firefox to collect the ranking information. (Click here to get it.)
61. Resources Google Keyword Tool (Login to your Google account when you use this.) All In One SEO Pack pluginGoogle Analytics plugin by YoastWebmaster ToolsGravity Forms for WordPressSEO Add-on for Gravity FormsRank Checker add-on for Firefox Mark McLaren & McBuzz Communications
Notas del editor
How to optimize a WordPress site for search enginesHow to see if optimization is working (making you money)How to use that feedback to optimize further
People are looking for your products and services. People are at different stages in the buying cycle.Sometimes people are just looking for information.
Gravity Forms contact form submission with Yoast Gravity Forms referrer add-on information: source/medium, keyword, landing page (top ranking page), pages visited
Organic visits are “branded”: using the business name or owner’s name (for example plp: 18 out of top 25 keywords are branded)Keywords don’t show up in Google AnalyticsNo contact form submissionsFew leads coming inLow organic search trafficMost keywords are variations of the business name or owner’s nameFew keywords are about products/servicesVery few contact form submissions
Two days (red boxes) have no visits from organic search.Total organic visits for 1 month: 12718 out of top 25 organic keywords are “branded” – searches using the business name or owner’s name
Although 18 out of top 25 organic keywords are “branded”, of those that are not, we can see some that fit the profile of interested searchers and form submitters: visiting multiple pages, higher than average time on site, bounce rate less than 100%. We get clues as to what good organic keywords are for this site.
Link to the keyword tool is in the slidesGoogle SuggestThinkSunday Brunch, not À La Carte Menu – means give people lots of choices / many variations on top keywords.Suggest and the keyword tool give you ideas. You must go the extra step and write compelling copy that uses those variations. Ranking for just one or two keywords is not going to bring enough visitors to your site.
Although 18 out of top 25 organic keywords are “branded”, of those that are not, we can see some that fit the profile of interested searchers and form submitters: visiting multiple pages, higher than average time on site, bounce rate less than 100%. We get clues as to what good organic keywords are for this site.
seminar is searched more often
You may want to use “seminar” more often, but why not use “workshop”, “presentation” and “class” as well?