Presentation from 2016 Sacramento Wordcamp where I shared ways Blast Analytics & Marketing takes the Yoast SEO plugin and uses it to enable a content strategy instead of just as tactical SEO tool.
Here's the Wordcamp "Taking the Yoast SEO Plugin to the Next Level" session description:
The Yoast SEO for WordPress plugin is the best SEO (Search Engine Optimization) solution available on WordPress and has over 32 million downloads to date. For the novice, using it out-of-the-box is a great step forward in their SEO efforts. For more experienced users, it’s time to move beyond the built-in recommendations and to optimize their site like an expert.
In this talk, I’ll briefly explain that effective SEO is based in data and is deliberate and measurable, and define the often misunderstood “keyword” and how they as relevant today as ever. I’ll then give specific ways web managers/masters can apply keyword and content strategy to the Yoast plugin.
We’ll cover the most common and important elements: page titles, meta descriptions, robots meta, Open Graph, page copy (briefly — it’s a big topic), headings, and multiple focus keywords (for Yoast Premium users). For each of these elements you’ll get a definition and specific recommendations for length, structure, keyword usage, and why it’s important, and the expected result.
21. Page Title: Yoast SEO
• MUST use focus keyword!
• Put Keyword towards front
• Do not keyword stuff
22. Page Title: Next Level
The single most important on-page SEO element
• Goal: to get the click. (just like PPC ad)
• Include benefits to the customer
• Communicate your brand
• Be specific, descriptive, and relevant
Write like an ad
24. Meta Desc.: What is it?
Affect click through rates (CTR) from the SERPs
CTR directly affects rankings in the long-term
Meta descriptions ARE important to rankings
25. Meta Desc.: Yoast SEO
• 135 - 150 characters
• Write like a miniature ad
• Avoid “we”. Use
“you!” (Write for the
user)
• Use keywords. Put
primary keyword toward
the front.
• Goal is not perfect
grammar
32. Open Graph: Yoast SEO
• Keyword-rich content
• Title:
• 55-60 characters (at the
moment)
• Best when specific
33. Open Graph: Next Level
• Longer descriptions = more
opportunity
• Keep to 250 to be safe
• Minimum image size: 200 x
200 pixels
• Best size is 1200 x 630
pixels
• Use all possible tags
34. Open Graph: Results
• Increase social shares
• Increase traffic to site
• Increase brand affinity
36. Page Copy: Next Level
Each page should:
• Have unique messaging
• Focus on one keyword theme.
(exception is home page)
• Stand by itself without relying on
other pages.
Every page is a possible landing page
37. Page Copy: Next Level
• Get to the point quickly
• Grab user’s attention early
• Make scannable
• Deliver primary message in
the first paragraph
• Keep paragraphs short
Write for humans, not search engines.
39. <h1>Chocolate Donuts from Mary’s Bakery</h1>
<p>text</p>
<h2>Types of Chocolate Donuts</h2>
<p>text</p>
<h3>Chocolaty Frosted Donuts</h3>
<p>text</p>
<h3>Chocolate Donuts with Sprinkles</h3>
<p>text</p>
Headings: What is it?
40. Headings: Yoast SEO
• One H1 tag per page
• H1 headline is first thing
people see
• Include primary keyword
• Do NOT make page titles and
H1s the same
41. Headings: Next Level
• Use meaningful headings (not clever ones)
• One clear idea per paragraph
• 7 words or less
• Stay true to page structure hierarchy
• Make it scannable
50. Include:
• Internal search results
• Paginated pages
• Blog archives
• Query parameter-based URLs
• Paid search landing pages
• “Thanks you” pages
Meta Robots: Next Level
51. • Don’t include files needed for
render
• Use “noindex,nofollow” on page
before adding to robots.txt file
Meta Robots: Next Level
Robots.txt File
52. • Clean implementation
• Easier site maintenance
• Faster crawls of new content
Meta Robots: Results
53. Page Titles - Write like an ad
Meta Descriptions - First sentence under heading
Open Graph - Don’t forget audience
Page Copy - Start with takeaway
Headings - Meaningful, not clever
Multi Kywrd Focus - Need hierarchy
Meta Robots - Use a robots.txt file
Take the Yoast SEO Plugin to the Next Level
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