@roadwarriorwp
IMPROVE YOUR SEO
FORT COLLINS WORDPRESS MEETUP
JULY 26, 2016 | AMBER HINDS
@roadwarriorwp
Today it's not about “get the traffic” --
it's about
“get the targeted and relevant traffic.”
Adam Audette,...
@roadwarriorwp
What We’ll Talk About
How People Find You
What Search Engine Optimization Is
Keywords & Writing Great Conte...
@roadwarriorwp
How do people find you?
1. Direct
2. Referral
3. Social Media
4. Search Engine
@roadwarriorwp
Search Engine Optimization:
The art of creating quality content with
key words and phrases that are easily
...
@roadwarriorwp
Search Engine Optimization:
Small modifications made incrementally
over time.
Ongoing activity for the life...
@roadwarriorwp
Content is king.
Bill Gates, 1996
@roadwarriorwp
Keywords Come First
Before you can start writing content, you
need to know what you’re targeting.
@roadwarriorwp
Keywords Come First
Before you can start writing content, you
need to know what you’re targeting.
Brainstor...
@roadwarriorwp
Keyword Brainstorming
Each piece of content should have one focus. Think about:
Product or services that yo...
@roadwarriorwp@roadwarriorwp
Divorce
Attorney
Legal
Separation
Divorce
Post Decree
Modification
Alternative
Family Law
@roadwarriorwp@roadwarriorwp
Divorce
Attorney
Legal
Separation
Divorce
Post Decree
Modification
Alternative
Family Law
Spo...
@roadwarriorwp@roadwarriorwp
Divorce
Attorney
Legal
Separation
Divorce
Post Decree
Modification
Alternative
Family Law
Spo...
@roadwarriorwp@roadwarriorwp
Divorce
Attorney
Legal
Separation
Divorce
Post Decree
Modification
Alternative
Family Law
Spo...
@roadwarriorwp
Keyword Research Tools
Google Adwords Keyword Planner
https://adwords.google.com/KeywordPlanner
Google Sear...
@roadwarriorwp
70% of Global Searches
@roadwarriorwp
Choose Your Focus
Start with more obtainable terms (lower search
volume)
Target “long-tail keywords” - 5-7 ...
@roadwarriorwp
Don’t go too broad!
Keyword Monthly Searches Google Results Use it?
vegetables 135,000 235,000,000 No
froze...
@roadwarriorwp
Get Wordy
Length matters! Longer content gets more social
shares and more links from other websites.
Moz: 1...
@roadwarriorwp
Make It Readable
Use headers to breakup text
Paragraphs not more than 55 characters
wide or 4-5 lines long
...
@roadwarriorwp
Content that is truly exceptional, unique,
and useful can earn tremendous
awareness through social media, a...
@roadwarriorwp
On-Page SEO
Optimization you do on your website on a
page-by-page basis.
@roadwarriorwp
On-Page SEO
Optimization you do on your website on a
page-by-page basis.
Page Title - URL - Meta tags
Heade...
@roadwarriorwp
Before You Start Writing
Mobile-optimized website
Quality web design & no security issues
SSL Certificate
W...
@roadwarriorwp
Page Title
Typically this becomes the H1 header on your page
Include keyword/phrase, at beginning if possib...
@roadwarriorwp
URL
Include keyword/phrase
Dashes separate words
Keep it short
Don’t be afraid to edit WordPress’ suggested...
@roadwarriorwp
Meta Tags
Meta Title
Include keyword/phrase at beginning
55 character (2014) // 60 character (2016, Moz)
Re...
@roadwarriorwp
Headers
H1
Typically set by theme using the post/page title
Limit to 1 per page
H2
Use to break up content ...
@roadwarriorwp
Keyword Inclusion
Just write good content.
Create unique content - Copyscape Premium
Create relevant & inte...
@roadwarriorwp
Links
Use descriptive keywords in anchor text (I.e. “click here” = bad)
Internal links: help establish site...
@roadwarriorwp
Images
Change the image file name before you upload
Use Alt tags that include keyword, but describe the ima...
@roadwarriorwp
Negative Ranking Factors
Total number of unnatural links to
page/subdomain
Duplicate content
Content is thi...
@roadwarriorwp
Off-Page SEO
Off-page SEO simply tells Google what
others think about your site.
@roadwarriorwp
Off-Page SEO
Off-page SEO simply tells Google what
others think about your site.
Do you write
good, high qu...
@roadwarriorwp
People only cite, reference and share content they like.
Even in a brick-and-mortar business, if your
produ...
@roadwarriorwp
Off-Page Ranking Factors
Number of linking domains
Number of linking pages
PageRank of linking pages
Link r...
@roadwarriorwp
Before You Start Link Building
1. Adjust site structure as necessary
2. Optimize all pages
3. Create an off...
@roadwarriorwp
Ideas for Getting Off-Site Links
Social media profiles & sharing
Commenting on blogs/in forums
Local & rele...
@roadwarriorwp
Play It Safe
Don’t participate in link exchanges
Web Devs - don’t use footer links!
Focus on links to your ...
@roadwarriorwp
Play It Safe
Don’t participate in link exchanges
Web Devs - don’t use footer links!
Focus on links to your ...
@roadwarriorwp
Create Shareable Content
Think outside the paragraph box:
Infographics
Videos
Slides
Downloadable/editable ...
@roadwarriorwp
WordPress SEO Plugins
WP Beginner Comparison
@roadwarriorwp
WordPress SEO Plugins
All In 1 SEO Pack
● Single settings page (long)
● Free/pro versions
● Enable/disable ...
@roadwarriorwp
WordPress SEO Plugins
WordPress SEO - Yoast
● Multiple tabbed settings pages
● Free with add-ons
● Site ver...
@roadwarriorwp
Questions?
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Improve your SEO

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July Fort Collins WordPress Meetup talk on on- and off-site search engine optimization strategies. Learn more at http://roadwarriorcreative.com

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Improve your SEO

  1. 1. @roadwarriorwp IMPROVE YOUR SEO FORT COLLINS WORDPRESS MEETUP JULY 26, 2016 | AMBER HINDS
  2. 2. @roadwarriorwp Today it's not about “get the traffic” -- it's about “get the targeted and relevant traffic.” Adam Audette, Chief Knowledge Officer, RKG
  3. 3. @roadwarriorwp What We’ll Talk About How People Find You What Search Engine Optimization Is Keywords & Writing Great Content On-Page SEO Off-Site SEO
  4. 4. @roadwarriorwp How do people find you? 1. Direct 2. Referral 3. Social Media 4. Search Engine
  5. 5. @roadwarriorwp Search Engine Optimization: The art of creating quality content with key words and phrases that are easily recognized by search engines so that your website will rank high in organic search results.
  6. 6. @roadwarriorwp Search Engine Optimization: Small modifications made incrementally over time. Ongoing activity for the life of your website.
  7. 7. @roadwarriorwp Content is king. Bill Gates, 1996
  8. 8. @roadwarriorwp Keywords Come First Before you can start writing content, you need to know what you’re targeting.
  9. 9. @roadwarriorwp Keywords Come First Before you can start writing content, you need to know what you’re targeting. Brainstorm - Research - Plan - Evaluate
  10. 10. @roadwarriorwp Keyword Brainstorming Each piece of content should have one focus. Think about: Product or services that you offer Business values Related topics for your target customers Location Singular & plural Synonyms
  11. 11. @roadwarriorwp@roadwarriorwp Divorce Attorney Legal Separation Divorce Post Decree Modification Alternative Family Law
  12. 12. @roadwarriorwp@roadwarriorwp Divorce Attorney Legal Separation Divorce Post Decree Modification Alternative Family Law Spousal Support Child Support Custody Relocation Changes for cause Mediation Collaborative Law Unbundled Legal Services Why Types
  13. 13. @roadwarriorwp@roadwarriorwp Divorce Attorney Legal Separation Divorce Post Decree Modification Alternative Family Law Spousal Support Child Support Custody Relocation Changes for cause Mediation Collaborative Law Unbundled Legal Services Why Types •Why •State law •How calculated •How long have to pay •Who pays whom •What can it be spent on •Why •State law •How determined •Distance •Age of children •Impact on child support •Impact on visitation •What to think about first •State law •Law in other states
  14. 14. @roadwarriorwp@roadwarriorwp Divorce Attorney Legal Separation Divorce Post Decree Modification Alternative Family Law Spousal Support Child Support Custody Relocation Changes for cause Mediation Collaborative Law Unbundled Legal Services Why Types •Why •State law •How calculated •How long have to pay •Who pays whom •What can it be spent on •Why •State law •How determined •Distance •Age of children •Impact on child support •Impact on visitation •What to think about first •State law •Law in other statesCases: Traditional Marriage Common Law Marriage Civil Unions Same-Sex Marriage
  15. 15. @roadwarriorwp Keyword Research Tools Google Adwords Keyword Planner https://adwords.google.com/KeywordPlanner Google Search Suggest https://www.google.com/ Google Trends https://www.google.com/trends/ Moz Keyword Explorer https://moz.com/products/pro/keyword-explorer SpyFu http://www.spyfu.com/
  16. 16. @roadwarriorwp 70% of Global Searches
  17. 17. @roadwarriorwp Choose Your Focus Start with more obtainable terms (lower search volume) Target “long-tail keywords” - 5-7 word phrases How easy is it to craft a title & first sentence with exact phrase? Have you targeted it already?
  18. 18. @roadwarriorwp Don’t go too broad! Keyword Monthly Searches Google Results Use it? vegetables 135,000 235,000,000 No frozen vegetables 3600 7,310,000 No frozen kale 720 638,000 maybe healthiest frozen vegetables 90 215,000 yes are frozen vegetables better than canned 70 829,000 maybe
  19. 19. @roadwarriorwp Get Wordy Length matters! Longer content gets more social shares and more links from other websites. Moz: 1800-3000 words get the most links Buffer: 2500 words or longer get most social shares SerpIQ: 2000-2450 words on first page on Google; less content=lower ranking QuickSprout: > 1,500 words = 68.1% more tweets & 22.6% more Facebook likes UpWorthy: No correlation between length & traffic - the visual difference?
  20. 20. @roadwarriorwp Make It Readable Use headers to breakup text Paragraphs not more than 55 characters wide or 4-5 lines long Add images or graphics
  21. 21. @roadwarriorwp Content that is truly exceptional, unique, and useful can earn tremendous awareness through social media, and that social amplification often leads to great links, which leads to great rankings. Rand Fishkin, Moz CEO
  22. 22. @roadwarriorwp On-Page SEO Optimization you do on your website on a page-by-page basis.
  23. 23. @roadwarriorwp On-Page SEO Optimization you do on your website on a page-by-page basis. Page Title - URL - Meta tags Headers (H1, H2) - Keyword Inclusion - Links - Images
  24. 24. @roadwarriorwp Before You Start Writing Mobile-optimized website Quality web design & no security issues SSL Certificate Website load time Setup Google Analytics & Google Search Console (Webmaster Tools)
  25. 25. @roadwarriorwp Page Title Typically this becomes the H1 header on your page Include keyword/phrase, at beginning if possible Kissmetrics: Ideal headline = 6 words Don’t force it! Go for interesting and relevant, not keyword-stuffed
  26. 26. @roadwarriorwp URL Include keyword/phrase Dashes separate words Keep it short Don’t be afraid to edit WordPress’ suggested permalink
  27. 27. @roadwarriorwp Meta Tags Meta Title Include keyword/phrase at beginning 55 character (2014) // 60 character (2016, Moz) Readable & compelling Search engines may rewrite this Meta Description Use keyword/phrase intelligently 150-160 characters Avoid duplication Not used by Google for ranking
  28. 28. @roadwarriorwp Headers H1 Typically set by theme using the post/page title Limit to 1 per page H2 Use to break up content & increase readability Can help SEO, but not a major factor Include keyword/phrase & variations H3, H4, H5, etc. can improve readability, but use them in order!
  29. 29. @roadwarriorwp Keyword Inclusion Just write good content. Create unique content - Copyscape Premium Create relevant & interesting content Don’t “keyword stuff” Keyword Density - becoming a thing of the past Placement of keywords more important than frequency Include variations of keyword/phrase
  30. 30. @roadwarriorwp Links Use descriptive keywords in anchor text (I.e. “click here” = bad) Internal links: help establish site structure and spread ranking awesomeness External links: make your content more relevant Search engines have a crawl limit of ~150 links per page Don’t overuse links Search engines won’t see: Links in submission required forms Links in un-parsable JavaScript
  31. 31. @roadwarriorwp Images Change the image file name before you upload Use Alt tags that include keyword, but describe the image Use properly sized-images
  32. 32. @roadwarriorwp Negative Ranking Factors Total number of unnatural links to page/subdomain Duplicate content Content is thin/low quality Amount of over-optimized anchor text to page Poor searcher satisfaction (high bounce rate)
  33. 33. @roadwarriorwp Off-Page SEO Off-page SEO simply tells Google what others think about your site.
  34. 34. @roadwarriorwp Off-Page SEO Off-page SEO simply tells Google what others think about your site. Do you write good, high quality content that people want to read?
  35. 35. @roadwarriorwp People only cite, reference and share content they like. Even in a brick-and-mortar business, if your product is helpful and affordable, you’ll get a lot of word of mouth referrals from your current customers. Neil Patel
  36. 36. @roadwarriorwp Off-Page Ranking Factors Number of linking domains Number of linking pages PageRank of linking pages Link relevancy Authority of linking domains Links from homepage Diversity of link types Contextual links
  37. 37. @roadwarriorwp Before You Start Link Building 1. Adjust site structure as necessary 2. Optimize all pages 3. Create an off-site marketing strategy
  38. 38. @roadwarriorwp Ideas for Getting Off-Site Links Social media profiles & sharing Commenting on blogs/in forums Local & relevant directory listings Professional associations Guest blogging/article submission Press releases/news articles Review websites Sponsorships
  39. 39. @roadwarriorwp Play It Safe Don’t participate in link exchanges Web Devs - don’t use footer links! Focus on links to your website that are associated with quality content Don’t republish the same content on multiple sites Anything automated or “too good to be true” probably is
  40. 40. @roadwarriorwp Play It Safe Don’t participate in link exchanges Web Devs - don’t use footer links! Focus on links to your website that are associated with quality content Don’t republish the same content on multiple sites Anything automated or “too good to be true” probably is Just write good content.
  41. 41. @roadwarriorwp Create Shareable Content Think outside the paragraph box: Infographics Videos Slides Downloadable/editable templates Licence free photos or graphics
  42. 42. @roadwarriorwp WordPress SEO Plugins WP Beginner Comparison
  43. 43. @roadwarriorwp WordPress SEO Plugins All In 1 SEO Pack ● Single settings page (long) ● Free/pro versions ● Enable/disable on custom post types ● Site verification boxes ● Box for meta tag entry & preview
  44. 44. @roadwarriorwp WordPress SEO Plugins WordPress SEO - Yoast ● Multiple tabbed settings pages ● Free with add-ons ● Site verification boxes ● Social media defaults ● Sitemap creation ● Box for meta tag entry & preview ● Scoring
  45. 45. @roadwarriorwp Questions?

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