Make sure your site is hooked up with Google Search Console and .... social ranking, commenting on bookmarks, news, imag
WordCamp Orlando SEO Workshop
Presented by Nile Flores and Chris Edwards
Objective ❏ ❏ ❏ ❏ ❏
Cover SEO Basics Cover SEO Best Practice tips Cover basics of SEO and Social Search Explain Yoast SEO Make sure your site is hooked up with social integration feature of Yoast SEO ❏ Make sure your site is hooked up with Google Analytics ❏ Make sure your site is hooked up with Google Search Console and Bing Webmaster Tools
SEO Basics (Segment 1)
Objective of Segment 1 ❏ ❏ ❏ ❏
Explain basics of SEO Share strategies to optimize your site’s design Share strategies to optimize your content Share resources to help you with SEO
What is SEO? SEO is an acronym for Search Engine Optimization. What is on your website from content, code, and design are basic factors in telling the search engines the organization of your site. Wikipedia- http://en.wikipedia. org/wiki/Search_engine_optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Google’s Mission Google’s mission is to build the perfect search engine that helps people find what they are looking for. Making your website and your marketing strategy fit this goal is always the way to go. - from “Content SEO” by Marieke van de Rakt and Joost de Valk
How does Google find you? Answer: By following links from one web page to another one.
How does Google crawl your website? Answer: By following the links on your website. Your navigation, breadcrumbs, internal links from one page or post to another help Google crawl your website.
How does Google determine what to list, and where? Search results are determined by what fits your search terms best. Listings to well written content, links from other websites (also knowns as off-page factors), and content that is shared well, may rank better than other websites.
The Major Players in SEO on Your Site ❏ ❏ ❏ ❏
Content Social search (in Segment 2) Design - Graphics Design Coding
Content
Types of Content ❏ ❏ ❏ ❏
Text Images Audio Video
Content Tips ❏ Your site should contain an About page and a Contact page ❏ Video, audio/ podcast, image/ infographics should be accompanied by some text ❏ Blogging is not required, but it certainly is recommended in order to build authority ❏ Referring to other resources to enhance your own content also builds authority
Content Tips ❏ ❏
❏ ❏ ❏
Write natural, and let your blog voice shine through Use keyword research to cover topics that your niche needs in order to target and bring in readers/ subscribers/ buyers Title is 50-60 characters Put your keywords toward beginning of post Write an engaging title
Social Search
What is Social Search? Social search or a social search engine is a type of web search that takes into account the Social Graph of the person initiating the search query. - Wikipedia https://en.wikipedia.org/wiki/Social_search
Design - Code & Graphics
Design Tips ❏ While HTML5 throws valid coding for a loop, it is important to try to keep to coding your site with clean and well organized markup. ❏ If you are not sure about how to code a site, most new themes in the WordPress Theme Repository have gone through extreme review before being approved. ( http: //wordpress.org/themes/) ❏ Keep your navigation clean and to the point.
More Design Tips ❏ If you want social network interaction, you might want to try installing a social share type plugin or adding the social buttons manually to your theme’s templates. ❏ Your front page does not always have to look like the traditional blog page. For some site’s this does not work. ❏ Got a business? Your whole site can be on WordPress! Let WordPress do the work and all you have to do is add your content.
Tips ❏ Keep the design clean and easy on the eyes for your readers. ❏ Watch load time ❏ If your theme has Schema markup, or requires specific plugins to integrate rich snippets, make sure it doesn’t conflict with Yoast SEO or any other SEO Plugin
Resources ❏
WordPress SEO Tutorial - https://yoast.com/wordpress-seo/
❏
Introduction to Optimizing WordPress for Website Speed - http://bit.ly/1MGaIVz
❏
Blogging and Content Creation for WordPress - http://bit.ly/1EkxCd5
❏
Podcasting for WordPress - http://bit.ly/1wEHa4P
❏
Beautiful or Usable: What’s important while designing your website? - http://bit.ly/1lBHifC
❏
Optimizing Your Website and Identifying Quality Content for SEO - https://chrisedwards.me/wpcontent/uploads/2015/02/ChrisEdwards-SEO-Slides.pdf
SEO, Site Structure, and Social Search (Segment 2)
Objective of Segment 2 ❏ Cover the Importance of a solid site structure ❏ Explain Social Search and what it means for your site ❏ Make sure your site is set up with Yoast SEO’s Social integration
Site Structure
Site Structure The way you organize your web site is called site structure. It’s important as it allows your visitors, and Google to easily understand your website.
On-page factors This is where you’ve linked content from one page of your website, to another page on your website. Most obvious: Site menu, Category menu, breadcrumbs, landing pages
Focus Keyword and Site Structure Your content should be designed around your core content and keywords. According to Yoast, your site should resemble a pyramid.
Site Structure Example
Site Structure tips ❏ Make URLs easy to guess ❏ Make Use of your taxonomies (Categories and tags) ❏ If you remove content, 301 redirect it to content that is equivalent. Don’t just redirect it all the time to the home page.
Keyword Research Tips ❏ Make a list of keywords for your website ❏ Use both general and very specific keywords
Keyword Research Tools ❏ ❏ ❏
https://adwords.google.com/KeywordPlanner https://yoast.com/suggest/ https://www.google.com/trends/
Social Search
Social Search: Wait… what? Google has been active about making their search engines more human-like and have recognized that...
Content Is King, Visitors are Queen! You MUST engage your readers in conversation and to social share your articles in order to build authority and rank.
What is Social Search? Social search or a social search engine is a type of web search that takes into account the Social Graph of the person initiating the search query. - Wikipedia https://en.wikipedia.org/wiki/Social_search
Social Search (more technical explanation) The search experience takes into account varying sources of metadata, such as collaborative discovery of web pages, tags, social ranking, commenting on bookmarks, news, images, videos, knowledge sharing, podcasts and other web pages. Example forms of user input include social bookmarking or direct interaction with the search results such as promoting or demoting results the user feels are more or less relevant to their query.
Simply... Every picture, every link, every video, and “status” you share on a Social network are searchable. They also shape your timelines, and can influence the timelines of friends and family.
Prepping Your Website for Social Search ❏ Social share buttons ❏ Open Graph metadata
Social Share Buttons are a MUST! Make it easy to share your content to social networks. Lots of plugins out there to choose from.
What is Open Graph? In layman’s terms, this add rich snippets or special code to your web pages on you website so various sites can pull in information and display it on a search engine, or social search engine. The information pulled in could be the link, title, meta description, or more.
Examples of Open Graph information
Yoast SEO and Social Search The Yoast SEO plugin allows you to integrate social profiles for the Google Knowledge Card as well as integrates Open Graph metadata to your website.
Resources ❏ ❏ ❏ ❏ ❏
Intelligent Site Structure for Better SEO - http://bit.ly/1NPCyje Keyword Research Tools: Which ones to use? - http://bit.ly/1sT3Ith Why focus on Long Tail keywords? - http://bit.ly/1yQ7wkV Resources to connecting Facebook Insights, Twitter, and Pinterest - http://kb. yoast.com
Yoast SEO, and Google Analytics (Segment 3)
Objective of Segment 3 ❏ ❏ ❏ ❏
Explain Yoast SEO Hooking up Google Analytics for WordPress Hooking up Google Search Console Hooking up Bing Webmaster Tools
Yoast SEO Yoast SEO is a plugin that is a guide to allow your content to be seen more favorably by search engines and even integrates social metadata.
Page Analysis Tool This is tool that analyzes your content and guides you to create content that is optimized. It is not the solve all tool. Having all green lights is not necessary.
Yoast SEO Metabox
Google Analytics Free and trusted method of tracking your website’s traffic. http://www.google.com/analytics/
Google Analytics for WordPress plugin Adds the Google Analytics tracking code to your website. http://bit.ly/1lFpBax
What information does Google Analytics track? ❏ ❏ ❏ ❏ ❏ ❏ ❏
Pageviews Bounce rate Time on website Live traffic Demographics Goals Sales
Google Search Console Free method of seeing how Google “sees” your website. http://bit.ly/1jz7QwH
Features of Google Search Console ❏ Lists links to your site ❏ Lists internal links ❏ Shows if your site is being indexed ❏ Shows crawl errors ❏ Content keywords ❏ Page Speed Insights
❏ ❏ ❏ ❏
Ability to remove URLs View crawl stats Refetch site as Google Find out if your site has any security issues ❏ Author stats ❏ Structures data testing tool
Other Resources ❏ ❏
The temptation of the green bullet in Yoast SEO - https://yoast.com/wantgreen-bullet-wp-seo/ Configuration Guides of Google Analytics for WordPress, and Google Search Console and Bing in Yoast SEO are located at http://kb.yoast.com
Bing Webmaster Tools Free method of seeing how Bing “sees” your website. http://www.bing.com/toolbox/webmaster Note: Features aren’t too different from Google.
To get resources and these slides, go to:
http://bit.ly/1MNoKjO
