Bill Hartzer explores optimizing your WordPress website using search engine optimization best practices. He also discusses performing an SEO audit of your website, including on-page and off-page strategies. Originally presented at the DFW WordPress Meetup on January 27, 2017.
2. Optimizing Your WordPress Site: SEO Audit
About Me
⢠Senior SEO Consultant, BillHartzer.com
⢠Founder, DFWSEM Association (2004)
⢠US Brand Ambassador, Majestic.com
⢠Practicing Organic/Natural SEO since 1996
⢠Formerly Senior VP, Advice Interactive (Advice Local)
⢠Senior SEO Strategist, Globe Runner
⢠Director of SEO, Standing Dog
3. Optimizing Your WordPress Site: SEO Audit
Overview
⢠Get Access
⢠Optimize WordPress Settings
⢠Gather Data
⢠Analyze
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4. Optimizing Your WordPress Site: SEO Audit
Before You Begin â Info to Gather
⢠Access to WordPress admin section of site
⢠Google Analytics, Search Console access
⢠Bing Webmaster Tools access
⢠Prior history: What SEO was done in past?
⢠Prior history: Domain Names used
⢠List of Domain Names owned, redirected
⢠List of Competitors
⢠Ask: anything else we need to know?
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5. Optimizing Your WordPress Site: SEO Audit
Optimizing WordPress Phase
⢠Access /wp-admin/ on the site
⢠Letâs review settings first
⢠Letâs make some tweaks, look at plugins
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6. Optimizing Your WordPress Site: SEO Audit
Optimizing WordPress Settings
⢠Permalinks end in / , news sites need no. in url
⢠Use Categories or Tags
⢠Move Site to HTTPs
⢠No calendar, archives, or links to posts by date
⢠WordPress notorious for duplicate content
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7. Optimizing Your WordPress Site: SEO Audit
Recommended Plugins
⢠Akismet
⢠AMP
⢠Cloudflare (if used) or WP Rocket
⢠Imagify
⢠Related Posts
⢠Simple 301 Redirects
⢠Wordfence Security
⢠Yoast SEO Premium or All in One SEO Pack
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8. Optimizing Your WordPress Site: SEO Audit
Move Site to HTTPs ASAP
⢠Change address in settings
⢠Search and replace plugin â http to https
⢠Edit .htaccess for 301 redirect http to https
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9. Optimizing Your WordPress Site: SEO Audit
Content â Optimize Content on Site
⢠Google Search Analytics
⢠SEMrush.com Keyword Research
⢠Current Rankings
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11. Optimizing Your WordPress Site: SEO Audit
Featured Snippets Keyword Research
⢠http://seorave.com/find-featured-snippet-opportunities/
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12. Optimizing Your WordPress Site: SEO Audit
Current rankings, Focus on Pages
Ranking 5th to 20th
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13. Optimizing Your WordPress Site: SEO Audit
Gathering Phase
⢠Gather the Data
⢠Save the Data (MS Excel, MS Word)
⢠Start making notes (Notepad)
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14. Optimizing Your WordPress Site: SEO Audit
Google Searches
⢠site:domain.com
⢠site:domain.com âsite:www.domain.com
⢠Click last page of SERPs to get page count
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15. Optimizing Your WordPress Site: SEO Audit
Screaming Frog
Adjust memory to crawl large site over 100k pages
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16. Optimizing Your WordPress Site: SEO Audit
Integrity (aka Scrutiny)
What it does:
⢠Crawls site, reports redirects, 404 errors
⢠Mac only, finds more errors
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24. Optimizing Your WordPress Site: SEO Audit
Audit Site Structure
⢠Internal Link Structure
⢠Manual Review of Site
⢠URL Hierarchy
⢠Grouping of Topics
⢠GA: In-Page Analytics
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25. Optimizing Your WordPress Site: SEO Audit
Gather Off-Site Data
⢠Itâs not all about on-site and on-page.
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30. Optimizing Your WordPress Site: SEO Audit
Majestic Trust Flow, Citation Flow
⢠Trust Flow = Number of clicks from a seed set of
trusted sites to a given URL, or Domain
⢠Citation Flow = Number of citations to a given URL, or
Domain
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36. Site Speed Review â Google Analytics
Optimizing Your WordPress Site: SEO Audit
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37. Optimizing Your WordPress Site: SEO Audit
Robots.txt Issues
⢠Default CMS file?
⢠Disallowing wrong?
⢠Using âallowâ?
⢠Not specifying sitemap.xml URL
⢠Directives conflict with other signals
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38. Optimizing Your WordPress Site: SEO Audit
Sitemap Issues
⢠Google Search Console sitemaps
⢠New pages not updated on sitemap
⢠Issues with multiple sitemaps
⢠No sitemap file?
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39. Optimizing Your WordPress Site: SEO Audit
Subdomain Issues
⢠Duplicate content?
⢠Using subdomain rather than directory
⢠Wildcard subdomains turned on?
⢠www versus non-www issues
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40. Optimizing Your WordPress Site: SEO Audit
Canonical Issues
⢠Review canonical tags
⢠Not using canonical correctly
⢠Conflicting signals with canonical, others
⢠Canonical tags to help with dupe content
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41. Optimizing Your WordPress Site: SEO Audit
Use of Structured Data
⢠Taking advantage of Schema.org
⢠Not just for local addresses
⢠Reviews and Events
⢠Person, Place, Organization
⢠Products and Offers
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42. Optimizing Your WordPress Site: SEO Audit
Local Listings â Audit the listings
⢠Google My Business
⢠Bing Places for Business
⢠Yahoo! Local
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43. Optimizing Your WordPress Site: SEO Audit
Local Citations â Separate Audit
⢠Are citations correct?
⢠Same address, suite #, phone number?
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44. Optimizing Your WordPress Site: SEO Audit
Analysis Phase
⢠Analyze the Data
⢠Make Assumptions
& Recommendations
⢠Youâre Fat!
⢠You need to exercise!
⢠OK, well maybe not like thatâŚ
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45. Optimizing Your WordPress Site: SEO Audit
Analysis Phase
⢠Analyze gathered data
⢠Look for Obvious Issues
⢠Look for Odd Data Points
⢠More notes!
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46. Optimizing Your WordPress Site: SEO Audit
Analyze Google Analytics
⢠Changes over time, year over year data
⢠Conversion Data
⢠Bounce Rates
⢠Pages Per Session
⢠Drops in Traffic:
Panda or Penguin
in past few years?
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47. Optimizing Your WordPress Site: SEO Audit
Panda or Penguin Issues From Past?
⢠Verify with SEMRush, Google Analytics
⢠Moz Google Algorithm Change History
moz.com/google-algorithm-change
⢠Panguin Tool
barracuda-digital.co.uk/panguin-tool/
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48. Optimizing Your WordPress Site: SEO Audit
Analyze Keyword Data, Rankings
⢠Look for keyword opportunities
Anything ranking on 2nd page?
⢠Review SEMRush Keyword Data
⢠Review GSC Search Analytics
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49. Optimizing Your WordPress Site: SEO Audit
Analyze On-Site Data
⢠Title Tags
⢠Meta Descriptions
⢠Headings H1, H2, etc.
⢠Internal Anchor Text
⢠External Links (outgoing links)
⢠Google Pages Indexed vs. Crawled
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50. Performing Technical Enterprise SEO Audit
Analyze On-Site Data
⢠Conflicting signals? Overall Topic focus
⢠Conflicting signals?
Robots.txt vs. Canonical vs. Meta Robots vs. Nofollow
⢠Internal Duplicate Content
⢠Not Enough Unique Content
⢠Internal links within content present?
⢠Review Navigation
⢠Review Footer, footer links, copyright
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51. Optimizing Your WordPress Site: SEO Audit
Analyze Off-Site Data
⢠Link Velocity Matters (getting new links)
⢠Review anchor text (over optimized?)
⢠Diversity of anchor text
⢠Look for Toxic, Low Quality Links
⢠Run Link Risk, Link Detox report
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52. Optimizing Your WordPress Site: SEO Audit
Presentation Phase
⢠Present the Data
⢠Show the Results
⢠Make it look great!
⢠Action Plan
⢠Implementation Plan
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53. Optimizing Your WordPress Site: SEO Audit
Present The Results
⢠Use internal or formal doc needed?
⢠Who will implement?
⢠Implement changes in-house?
Outsource?
⢠MS Word doc, spreadsheets with data
⢠PowerPoint needed for presentation?
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54. Optimizing Your WordPress Site: SEO Audit
Present The Results - Document
⢠Cover Page
⢠Table of Contents
⢠Overview (summary, positives, negatives)
⢠Website Crawlability (404s, 301s, One-Page issues)
⢠Content Optimization (site arch., keyword issues)
⢠Linking (Internal links, externals links, link profile)
⢠Overall Recommendations
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55. Optimizing Your WordPress Site: SEO Audit
Finally â Additional Lists
⢠List of Priority Issues
⢠Present Action Plan for Implementing
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56. Optimizing Your WordPress Site: SEO Audit
SEO Audit Toolset
⢠Google Page Speed Test
⢠Mobile Friendly Test
⢠Google Search Console - time downloading a page (if
slower than 2 seconds to get the code, they'll
abandon the crawl)
⢠Webpagetest.org (diversity of testing environments is
helpful... browser types, locations, connection
speeds)
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57. Optimizing Your WordPress Site: SEO Audit
SEO Audit Toolset
⢠WebPageTest
⢠Google Search Console
⢠Google Analytics
⢠GPSi page speed insights
⢠G Structured Data Test
⢠GSC Disavow
⢠GSC Fetch & Render
⢠Marie Haynes' Disavow Blacklist
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58. Optimizing Your WordPress Site: SEO Audit
SEO Audit Toolset
⢠Google Mobile Test
⢠Google AMP Test
⢠Bing Mobile Test
⢠W3c mobileOK Checker
⢠Deep Crawl
⢠Google AW Keyword Planner
⢠Moz Keyword Explorer
⢠What is my IP
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59. Optimizing Your WordPress Site: SEO Audit
SEO Audit Toolset
⢠Builtwith
⢠Server Software Detection
⢠SEO Server Header Checker Tool
⢠SSL Server Test powered by Qualsys SSL Labs
⢠Redirect Checker
⢠Serpstat
⢠semrush
⢠GA Code Checker
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60. Optimizing Your WordPress Site: SEO Audit
SEO Audit Toolset
⢠W3c CSS Validator
⢠W3c Markup Validator
⢠hreflang testing tool
⢠tracker map
⢠OSE, Majestic, A hrefs, Link Research Tools
⢠Bing Webmaster Tools
⢠Kerboo
⢠Panguin tool
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61. Optimizing Your WordPress Site: SEO Audit
Contact
Bill Hartzer
Senior SEO Consultant
Email: Bill@BillHartzer.com
Phone: (214) 236-4378
Web: https://www.billhartzer.com
Twitter: @bhartzer
Facebook: http://www.facebook.com/bhartzer
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