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SEO for WordPress

          March 18, 2013
Where to Find Me

Email: tommy@returnonnow.com

Website: http://ReturnOnNow.com

Twitter (Me): @tommy_landry

Twitter (Business): @ReturnOnNow

LinkedIn: www.linkedin.com/in/tommylandry/

3/18/2013   ©2009-2013, Return On Now. All Rights Reserved.   2
Agenda

            Overview

            Wordpress Defaults

            Themes and Plugins

            WordPress SEO by Yoast

            SEO Ultimate

3/18/2013          ©2012, Return On Now. All Rights Reserved.   3
Overview

  Skill Level
        Intermediate-to-advanced SEO understanding
        Comfortable with WordPress


  Objective:
        Learn what SEO tactics you can manage in
        WordPress without modifying the code


3/18/2013        ©2012, Return On Now. All Rights Reserved.   4
WORDPRESS DEFAULTS FOR
   SEO

3/18/2013   ©2012, Return On Now. All Rights Reserved.   5
Wordpress Defaults for SEO:
SEV

  Search Engine Visibility
        Location: Settings / Reading
        Use for Staging




3/18/2013         ©2012, Return On Now. All Rights Reserved.   6
Wordpress Defaults for SEO:
Categories
   Category Names
            Location: Post / Categories
            “Uncategorized”: Change to Key Topic
            Add Categories: Top 5-10 Topics




3/18/2013            ©2012, Return On Now. All Rights Reserved.   7
Wordpress Defaults for SEO:
Permalinks
    Permalinks
            Location: Settings / Permalinks
            Default: Dynamic Parameters (Bad)




3/18/2013           ©2012, Return On Now. All Rights Reserved.   8
Wordpress Defaults for SEO:
Menus

      Menus and Architecture
            Location: Appearance / Menus
            Sensible Hierarchy, 2-3 Levels




3/18/2013           ©2012, Return On Now. All Rights Reserved.   9
Wordpress Defaults for SEO:
Images

Image Optimization
      Location: Media
      Optimize:
            Filename
            Title
            Caption
            Alt-Text




3/18/2013              ©2012, Return On Now. All Rights Reserved.   10
Wordpress Defaults for SEO:
Pings
   Notify Ping Services: New Content
            Location: Settings / Writing
            Comes with Pingomatic – Add more




3/18/2013           ©2012, Return On Now. All Rights Reserved.   11
SEO VIA THEMES AND
   PLUGINS

3/18/2013   ©2012, Return On Now. All Rights Reserved.   12
Themes with SEO Features

Many Claim “SEO Friendly”

Very Basic
      H1 / H2 / H3 / Etc. Hierarchy

      Simple On-Page Optimization

Plugins Are Better


3/18/2013        ©2012, Return On Now. All Rights Reserved.   13
Themes with SEO Features

 Key Feature: Responsive
       User Experience - Any Form Factor

       Single Code Base!




                                              DATA SOURCE: MarketingCharts.com


3/18/2013        ©2012, Return On Now. All Rights Reserved.                      14
Top 3 SEO Plugins

                                   WordPress SEO by
                                        Yoast

                                          SEO Ultimate

                                        All-In-One SEO
                                              Pack

3/18/2013   ©2012, Return On Now. All Rights Reserved.   15
SEO Plugin Types – Specific
Features

  Included in Top SEO Plugins
        XML Sitemap Generator
        Google Analytics Integration
        Google Webmaster Tools Integration
  Standalone SEO Features
        Site / Page Caching
        Internal Linking / Smart Links
        SEO Friendly Images (Auto Population)

3/18/2013           ©2012, Return On Now. All Rights Reserved.   16
SETTING UP WORDPRESS
   SEO BY YOAST

3/18/2013   ©2012, Return On Now. All Rights Reserved.   17
Optimizing Yoast: General
Settings




3/18/2013   ©2012, Return On Now. All Rights Reserved.   18
Optimizing Yoast: Titles & Meta /
General




  Check
These Too If
You Are On
DMOZ and /
 or Yahoo
 Directory




3/18/2013      ©2012, Return On Now. All Rights Reserved.   19
Optimizing Yoast: Titles & Meta /
Home




3/18/2013   ©2012, Return On Now. All Rights Reserved.   20
Optimizing Yoast: Titles & Meta /
Post Types




     NoIndex &
     Hide Media




3/18/2013         ©2012, Return On Now. All Rights Reserved.   21
Optimizing Yoast: Titles & Meta /
Taxonomies




Remove “Archives”
  from the Title
    Templates

NoIndex and Hide
Tags and Format




3/18/2013           ©2012, Return On Now. All Rights Reserved.   22
Optimizing Yoast: Titles & Meta /
Other



NoIndex and Hide
 Author Page (if
One-Author Site) &
  Date Archives

  404 & SERPs
Already NoIndex’d




3/18/2013            ©2012, Return On Now. All Rights Reserved.   23
Optimizing Yoast: Social




    Connect FB
 OpenGraph & Twitter
    w/Meta Card

 Verifies you on social
   media other than
        Google+




3/18/2013           ©2012, Return On Now. All Rights Reserved.   24
Optimizing Yoast: XML Sitemaps




 Optional:
 Exclude
 Tags and
 Formats




3/18/2013    ©2012, Return On Now. All Rights Reserved.   25
Optimizing Yoast: Permalinks


 Check All
  These




3/18/2013    ©2012, Return On Now. All Rights Reserved.   26
Optimizing Yoast: Internal Links




 Ideally: Find a Theme
   with Breadcrumbs

      If Not, Use This




3/18/2013                ©2012, Return On Now. All Rights Reserved.   27
Optimizing Yoast: RSS




  Hey Scrapers…
 Stealing Content?

Forced Attribution!




3/18/2013             ©2012, Return On Now. All Rights Reserved.   28
Optimizing Yoast: Import / Export




Easy Import From
All-In-One & Other
    SEO Plugins

 SEO Ultimate Not
    Included




3/18/2013            ©2012, Return On Now. All Rights Reserved.   29
Optimizing Yoast: Edit Files

            Robots.txt

            .htaccess



            Only if you know what you are doing!



3/18/2013           ©2012, Return On Now. All Rights Reserved.   30
Abridged Version

   SETTING UP SEO ULTIMATE


3/18/2013             ©2012, Return On Now. All Rights Reserved.   31
Optimizing SEO Ultimate: Module
Manager




3/18/2013   ©2012, Return On Now. All Rights Reserved.   32
Optimizing SEO Ultimate: Code
Inserter




                                             Add Code Snippets
                                             (e.g. Analytics) here
                                                  rather than
                                                modifying code




3/18/2013   ©2012, Return On Now. All Rights Reserved.               33
Optimizing SEO Ultimate:
Title Tag Rewriter




3/18/2013   ©2012, Return On Now. All Rights Reserved.   34
Optimizing SEO Ultimate:
Meta Description Editor




3/18/2013   ©2012, Return On Now. All Rights Reserved.   35
Optimizing SEO Ultimate: 404
Monitor




  404 Monitor
   or Google
  Webmaster
     Tools?




3/18/2013       ©2012, Return On Now. All Rights Reserved.   36
Optimizing SEO Ultimate:
Canonicalizer




      Canonical Tags:
       2 Clicks Away




3/18/2013           ©2012, Return On Now. All Rights Reserved.   37
Optimizing SEO Ultimate: File
Editor




3/18/2013   ©2012, Return On Now. All Rights Reserved.   38
Optimizing SEO Ultimate:
Slug Optimizer




      Full Control Over “Slugs”
              in URLs




3/18/2013            ©2012, Return On Now. All Rights Reserved.   39
Optimizing SEO Ultimate:
Meta Robots Tags Editor




3/18/2013   ©2012, Return On Now. All Rights Reserved.   40
Migrate SEO Ultimate to Yoast

  Install & Activate:
            Yoast Plugin
            SEO Data Transporter
  Import SEO Ultimate Settings
            Tools / SEO Data Transport
            From: “SEO Ultimate” To: “WordPress SEO”
            Click “Convert”
  Disable SEO Ultimate & SEO Data Transporter
  Configure Yoast
3/18/2013          ©2012, Return On Now. All Rights Reserved.   41
Thank You! Stay in touch…


  Email: tommy@returnonnow.com

  Website: http://ReturnOnNow.com

  Twitter (Me): @tommy_landry

  Twitter (Business): @ReturnOnNow

  LinkedIn: www.linkedin.com/in/tommylandry/

3/18/2013   ©2009-2013, Return On Now. All Rights Reserved.   42
Resources / Links

•   http://build.codepoet.com/2012/11/13/wordpress-seo-checklist/
•   http://www.searchenginejournal.com/guide-to-bringing-your-wordpress-blog-up-to-
    todays-google-algorithm-standards/57219/
•   http://www.kernmedia.com/guide-to-wordpress-seo-plugin-yoast/
•   http://www.viperchill.com/wordpress-seo/
•   http://dukeo.com/wordpress-seo/
•   http://searchenginewatch.com/article/2251513/SEO-Friendly-WordPress-in-12-Steps




3/18/2013              ©2012, Return On Now. All Rights Reserved.                 43

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SEO for WordPress

  • 1. SEO for WordPress March 18, 2013
  • 2. Where to Find Me Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Twitter (Me): @tommy_landry Twitter (Business): @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ 3/18/2013 ©2009-2013, Return On Now. All Rights Reserved. 2
  • 3. Agenda Overview Wordpress Defaults Themes and Plugins WordPress SEO by Yoast SEO Ultimate 3/18/2013 ©2012, Return On Now. All Rights Reserved. 3
  • 4. Overview Skill Level Intermediate-to-advanced SEO understanding Comfortable with WordPress Objective: Learn what SEO tactics you can manage in WordPress without modifying the code 3/18/2013 ©2012, Return On Now. All Rights Reserved. 4
  • 5. WORDPRESS DEFAULTS FOR SEO 3/18/2013 ©2012, Return On Now. All Rights Reserved. 5
  • 6. Wordpress Defaults for SEO: SEV Search Engine Visibility Location: Settings / Reading Use for Staging 3/18/2013 ©2012, Return On Now. All Rights Reserved. 6
  • 7. Wordpress Defaults for SEO: Categories Category Names Location: Post / Categories “Uncategorized”: Change to Key Topic Add Categories: Top 5-10 Topics 3/18/2013 ©2012, Return On Now. All Rights Reserved. 7
  • 8. Wordpress Defaults for SEO: Permalinks Permalinks Location: Settings / Permalinks Default: Dynamic Parameters (Bad) 3/18/2013 ©2012, Return On Now. All Rights Reserved. 8
  • 9. Wordpress Defaults for SEO: Menus Menus and Architecture Location: Appearance / Menus Sensible Hierarchy, 2-3 Levels 3/18/2013 ©2012, Return On Now. All Rights Reserved. 9
  • 10. Wordpress Defaults for SEO: Images Image Optimization Location: Media Optimize: Filename Title Caption Alt-Text 3/18/2013 ©2012, Return On Now. All Rights Reserved. 10
  • 11. Wordpress Defaults for SEO: Pings Notify Ping Services: New Content Location: Settings / Writing Comes with Pingomatic – Add more 3/18/2013 ©2012, Return On Now. All Rights Reserved. 11
  • 12. SEO VIA THEMES AND PLUGINS 3/18/2013 ©2012, Return On Now. All Rights Reserved. 12
  • 13. Themes with SEO Features Many Claim “SEO Friendly” Very Basic H1 / H2 / H3 / Etc. Hierarchy Simple On-Page Optimization Plugins Are Better 3/18/2013 ©2012, Return On Now. All Rights Reserved. 13
  • 14. Themes with SEO Features Key Feature: Responsive User Experience - Any Form Factor Single Code Base! DATA SOURCE: MarketingCharts.com 3/18/2013 ©2012, Return On Now. All Rights Reserved. 14
  • 15. Top 3 SEO Plugins WordPress SEO by Yoast SEO Ultimate All-In-One SEO Pack 3/18/2013 ©2012, Return On Now. All Rights Reserved. 15
  • 16. SEO Plugin Types – Specific Features Included in Top SEO Plugins XML Sitemap Generator Google Analytics Integration Google Webmaster Tools Integration Standalone SEO Features Site / Page Caching Internal Linking / Smart Links SEO Friendly Images (Auto Population) 3/18/2013 ©2012, Return On Now. All Rights Reserved. 16
  • 17. SETTING UP WORDPRESS SEO BY YOAST 3/18/2013 ©2012, Return On Now. All Rights Reserved. 17
  • 18. Optimizing Yoast: General Settings 3/18/2013 ©2012, Return On Now. All Rights Reserved. 18
  • 19. Optimizing Yoast: Titles & Meta / General Check These Too If You Are On DMOZ and / or Yahoo Directory 3/18/2013 ©2012, Return On Now. All Rights Reserved. 19
  • 20. Optimizing Yoast: Titles & Meta / Home 3/18/2013 ©2012, Return On Now. All Rights Reserved. 20
  • 21. Optimizing Yoast: Titles & Meta / Post Types NoIndex & Hide Media 3/18/2013 ©2012, Return On Now. All Rights Reserved. 21
  • 22. Optimizing Yoast: Titles & Meta / Taxonomies Remove “Archives” from the Title Templates NoIndex and Hide Tags and Format 3/18/2013 ©2012, Return On Now. All Rights Reserved. 22
  • 23. Optimizing Yoast: Titles & Meta / Other NoIndex and Hide Author Page (if One-Author Site) & Date Archives 404 & SERPs Already NoIndex’d 3/18/2013 ©2012, Return On Now. All Rights Reserved. 23
  • 24. Optimizing Yoast: Social Connect FB OpenGraph & Twitter w/Meta Card Verifies you on social media other than Google+ 3/18/2013 ©2012, Return On Now. All Rights Reserved. 24
  • 25. Optimizing Yoast: XML Sitemaps Optional: Exclude Tags and Formats 3/18/2013 ©2012, Return On Now. All Rights Reserved. 25
  • 26. Optimizing Yoast: Permalinks Check All These 3/18/2013 ©2012, Return On Now. All Rights Reserved. 26
  • 27. Optimizing Yoast: Internal Links Ideally: Find a Theme with Breadcrumbs If Not, Use This 3/18/2013 ©2012, Return On Now. All Rights Reserved. 27
  • 28. Optimizing Yoast: RSS Hey Scrapers… Stealing Content? Forced Attribution! 3/18/2013 ©2012, Return On Now. All Rights Reserved. 28
  • 29. Optimizing Yoast: Import / Export Easy Import From All-In-One & Other SEO Plugins SEO Ultimate Not Included 3/18/2013 ©2012, Return On Now. All Rights Reserved. 29
  • 30. Optimizing Yoast: Edit Files Robots.txt .htaccess Only if you know what you are doing! 3/18/2013 ©2012, Return On Now. All Rights Reserved. 30
  • 31. Abridged Version SETTING UP SEO ULTIMATE 3/18/2013 ©2012, Return On Now. All Rights Reserved. 31
  • 32. Optimizing SEO Ultimate: Module Manager 3/18/2013 ©2012, Return On Now. All Rights Reserved. 32
  • 33. Optimizing SEO Ultimate: Code Inserter Add Code Snippets (e.g. Analytics) here rather than modifying code 3/18/2013 ©2012, Return On Now. All Rights Reserved. 33
  • 34. Optimizing SEO Ultimate: Title Tag Rewriter 3/18/2013 ©2012, Return On Now. All Rights Reserved. 34
  • 35. Optimizing SEO Ultimate: Meta Description Editor 3/18/2013 ©2012, Return On Now. All Rights Reserved. 35
  • 36. Optimizing SEO Ultimate: 404 Monitor 404 Monitor or Google Webmaster Tools? 3/18/2013 ©2012, Return On Now. All Rights Reserved. 36
  • 37. Optimizing SEO Ultimate: Canonicalizer Canonical Tags: 2 Clicks Away 3/18/2013 ©2012, Return On Now. All Rights Reserved. 37
  • 38. Optimizing SEO Ultimate: File Editor 3/18/2013 ©2012, Return On Now. All Rights Reserved. 38
  • 39. Optimizing SEO Ultimate: Slug Optimizer Full Control Over “Slugs” in URLs 3/18/2013 ©2012, Return On Now. All Rights Reserved. 39
  • 40. Optimizing SEO Ultimate: Meta Robots Tags Editor 3/18/2013 ©2012, Return On Now. All Rights Reserved. 40
  • 41. Migrate SEO Ultimate to Yoast Install & Activate: Yoast Plugin SEO Data Transporter Import SEO Ultimate Settings Tools / SEO Data Transport From: “SEO Ultimate” To: “WordPress SEO” Click “Convert” Disable SEO Ultimate & SEO Data Transporter Configure Yoast 3/18/2013 ©2012, Return On Now. All Rights Reserved. 41
  • 42. Thank You! Stay in touch… Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Twitter (Me): @tommy_landry Twitter (Business): @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ 3/18/2013 ©2009-2013, Return On Now. All Rights Reserved. 42
  • 43. Resources / Links • http://build.codepoet.com/2012/11/13/wordpress-seo-checklist/ • http://www.searchenginejournal.com/guide-to-bringing-your-wordpress-blog-up-to- todays-google-algorithm-standards/57219/ • http://www.kernmedia.com/guide-to-wordpress-seo-plugin-yoast/ • http://www.viperchill.com/wordpress-seo/ • http://dukeo.com/wordpress-seo/ • http://searchenginewatch.com/article/2251513/SEO-Friendly-WordPress-in-12-Steps 3/18/2013 ©2012, Return On Now. All Rights Reserved. 43