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Beginner SEO for WordPress | Wordcamp Raleigh 2017

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Presentation slide deck by Digital Strategy Works President, Tony Zeoli, on beginner SEO strategies with WordPress. Presented at WordCamp Raleigh on Sunday, April 23, 2017.

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Beginner SEO for WordPress | Wordcamp Raleigh 2017

  1. 1. WordPress SEO Presented by @tonyzeoli Founder,@dswks https://tonyzeoli.com https://digitalstrategyworks.com A Beginner’s Guide WordCamp Raleigh 2017
  2. 2. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 @tonyzeoli • Founder Digital Strategy Works @dswks • Digital Strategy Coach Mountain BizWorks @mtnbizworks • Co-organizer WordPress Chapel Hill Meetup @wordpresschill • Focused on WordPress, Social Media, SEO, Digital Strategy, Content Marketing, Email Newsletter Marketing, E-commerce, Analytics, Content Management • B.S. Digital Communications and Media from NYU
  3. 3. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Search Engine Optimization
  4. 4. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Organic Traffic SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. http://searchengineland.com/guide/what-is-seo
  5. 5. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 What is a search engine?
  6. 6. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 1
  7. 7. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 2
  8. 8. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 3
  9. 9. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 4
  10. 10. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 5
  11. 11. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 6
  12. 12. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 7
  13. 13. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 8
  14. 14. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 9
  15. 15. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 example 10
  16. 16. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Other Types • business.com • LinkedIn • FindLaw • LexisNexis • Trulia / Zillow (Real Estate) • Craigs List • Yelp / FourSquare • Apple / Google Maps • Kayak / Expedia • hotels.com • autos.com
  17. 17. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 • With Google, Bing, etc., you are optimizing your own website or blog to be found in search. You publish content and Google crawls your site to index your site’s pages and posts, as well as media content to return in search results. • For “other” niche search engines, you input data into those search engines, so people using those tools can return, for example, all homes for sale in a specific locale (Trulia), all hotels in a 20 mile radius of Raleigh (hotels.com), all flights leaving from Raleigh at 2 pm today (Kayak), all restaurants in downtown Raleigh (Yelp), all lawyers in Raleigh (FindLaw), and all businesses in Raleigh (business.com) • While Google may return intended results, niche search portals provide extended information through UGC (user generated content).
  18. 18. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Search Engine Usage • Overall, 6,586,013,574 search performed everyday • In words, that’s six billion, five hundred and eighty six million, thirteen thousand, five hundred and seventy four!
  19. 19. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Smart Insights http://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
  20. 20. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 % Paid vs Organic https://www.similarweb.com/corp/solution/ecommerce-industry/seo-ppc-marketing-report-2016/
  21. 21. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Why Google? • 77.43% desktop market share2 • 96.01% mobile market share2 *March 2017 1. https://www.weforum.org/agenda/2017/04/most-popular-websites-google-youtube-baidu/ 2. https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0 • The world’s most visited website1
  22. 22. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 How do search engines work? http://www.bitrebels.com/wp-content/uploads/2013/05/how-google-works-explanation-infographic.jpg
  23. 23. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 SERP
  24. 24. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Search Result Types https://www.link-assistant.com/news/serp-guide.html
  25. 25. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Page Rank
  26. 26. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 PageRank Checker
  27. 27. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 PageRank is dead! • Google removed PageRank from their toolbar feeds in April 2016. • PageRank spurned the link buying economy. • Introduced “nofollow” so SEOs could have a way to not pass link authority. • You can no longer check your PageRank, however you may see older page rank checkers render a score.
  28. 28. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Alternative Metrics Tools • MOZ - https://moz.com • SEM RUSH - https://semrush.com • SCREAMING FROG - https://www.screamingfrog.co.uk/seo-spider/ • MAJESTIC - https://majestic.com/ • SEO Power Suite from http://link-assistant.com
  29. 29. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 MOZ Page Authority (PA) https://moz.com/learn/seo/page-authority
  30. 30. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 MOZ Domain Authority (DA) https://moz.com/learn/seo/domain-authority
  31. 31. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017
  32. 32. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Google Analytics Dashboard for WordPress
  33. 33. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Google Search Console: Links To Your Site
  34. 34. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Google Search Console: Search Analytics
  35. 35. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 WordPress SEO • Intention is to build page and domain authority resulting in page rank through the implementation, optimization, and management of: • keyword/phrase optimization • back links • robots.txt & nofollow • page speed optimization • mobile responsive design • SSL (secure socket layer encryption)
  36. 36. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Getting Started 1.Set up a Google Analytics account: https://google.com/analytics 2.Set up a Google Search Console account: https://www.google.com/webmasters/tools 3.Install All in One SEO Pack for WordPress SEO via Plugins admin or download from WordPress.org Plugin page: https://wordpress.org/plugins/all-in-one- seo-pack/
  37. 37. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Find UA tracking number
  38. 38. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Add UA tracking number https://semperplugins.com/documentation/setting-up-google-analytics/
  39. 39. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Verify • Register domain name with Google Search Console • Click “Verify” • Select “Google Analytics.” If you have GA set up already with your UA code in AIOSEO, then you should be able to verify instantly. • Alternatively, use Google Meta to verify.
  40. 40. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Google Meta Copy value between “” marks
  41. 41. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Alternative Verification Paste value between “” marks in GWT field, then save. Same for Bing and Pinterest
  42. 42. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 XML Sitemap • AIOSEO has a built in XML sitemap generator • A sitemap is a list of all URLs you want Google and other search engines to crawl. It makes it more efficient for Google to find, crawl, and index your site. • Authenticates your site and let’s Google know you exist. • Generates sitemap with a click. Then, find your sitemap at http:// or https://mydomain.com/sitemap.xml
  43. 43. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Sitemap View
  44. 44. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Add Sitemap to Search Console
  45. 45. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Bing Webmaster Tools Note: To verify, Bing may require upload of html file to top level directory
  46. 46. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Other Webmaster Tools • WordPress.com Help: https://en.support.wordpress.com/webmaster-tools/ • Pinterest: https://semperplugins.com/documentation/pintere st-site-verification/ • Baidu: http://zhanzhang.baidu.com/?castk=LTE%3D (in Chinese) • Yandex: https://webmaster.yandex.com/
  47. 47. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 News Sitemap
  48. 48. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Video Sitemap Available in All in One SEO Pack Pro
  49. 49. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Image Sitemap Coming Soon in All in One SEO Pack
  50. 50. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Get free SSL Encryption
  51. 51. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Ways to get free SSL • Google views SSL encryption as a minor ranking signal. • Some hosts are now providing free SSL. WP Engine is one of them. • LetsEncrypt.org • Transfer DNS to cloudflare.com and site will be automatically SSL enabled. Need to install WordPress Cloudflare plugin. • Extended Validation (EV) SSL is not free. Visit VeriSign, Comodo, or other providers. Adds company name next to the green lock icon in the browser URL bar: • In Google Webmaster Tools you want to add both http and https URLs and Sitemaps, so if someone types in either, your site is tracked with both methods.
  52. 52. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Set WordPress Permalinks
  53. 53. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Edit Post Permalink
  54. 54. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Page Speed Optimization • Google Page Speed Insights • YSlow • GT Metrix
  55. 55. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 GPSI Report
  56. 56. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Page Speed Optimization• Optimize server response time by tuning Apache or leveraging NGINX on the server. • Cache your site pages and media either with Amazon Cloudfront and a caching plugin (Total Cache or Super Cache) or your hosts caching service. WP Engine comes with object caching and you can upgrade for media caching. • Compress all images using WP Smush, EWWW Image Optimizer • Minify HTML, CSS, and JavaScript (remove whitespace) • Above the Fold Optimization • Fix Render Blocking javascript issues • Leverage Browser cache expiry
  57. 57. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Above The Fold Optimization
  58. 58. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Autoptimize
  59. 59. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Warning • Don’t implement Autoptimize or Above The Fold Optimization on a LIVE site. • Work in staging, optimize, check in a browser testing tool, then launch when all is well.
  60. 60. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 On Page SEO • Deep, rich, relevant, contextual content (1,000 to 2,000 words) • Concise keyword optimization: • Title • Post Content • Media (Images, Video, PDF, MP3…) • Permalink • Category • Tags
  61. 61. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 If you do nothing… • Google will pull your H1 Title as the primary title. • Google will pull the first few lines of your page content as the description • This is obviously not optimized for search, which is why you would use an SEO plugin like All in One SEO Pack or others to construct optimized titles and descriptions for post/page content.
  62. 62. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Robots.txt
  63. 63. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 http://searchengineland.com/infographic-nofollow-tag-172157 • The nofollow tag is a way publishers can tell search engines not to count some of their links to other pages as “votes” in favor of that content. Why would publishers need to block such votes? Doing so can help them avoid problems with search engines believing they are selling influence or are somehow involved in schemes deemed as unacceptable SEO practices. Nofollow
  64. 64. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Accelerated Mobile Pages (AMP)
  65. 65. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 WordPress AMP Plugin
  66. 66. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 AMP for WP
  67. 67. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 schema.org • For Local SEO • Supported by All in One SEO Pack • Hours of Operation, Reviews, Show Times, Playlists, etc… • Google will not publish star reviews against your home page - will only publish them on an inside landing page.
  68. 68. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 WP Review
  69. 69. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 All in One SEO Pack Demonstration
  70. 70. WordPress SEO: A Beginner’s Guide By Tony Zeoli | WordCamp Raleigh 2017 Questions?

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