1. CONTROL WHAT YOU CAN CONTROL IN WORDPRESS.
ON PAGE SEO FTW!
(FOR THE WIN)
A Talk By:
Saravanan “Sud” Shanmugabaskaran of
Tuna Traffic
@saravanan_sud
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2. WHO AM I?
Saravanan “Sud”
Shanmugabaskaran
Director of Client Solutions
at
Tuna Traffic
@saravanan_sud
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3. WHAT WILL WE COVER?
• Natural Keyword Rich Content
• Open Graph Tags
• Title Text
• SEO Friendly URLs
• Why the Meta Description still
matters
• Meta Keywords are useless but
can be useful
• Semantic Markup & Heading Tags
• Microdata, Microformats, RDFa &
Rich Snippets
• Google+ Authorship
• Canonical URL
• Anchor text & Title Text for Links
• Alt Text, Title Text & File Naming
• How to use Nofollow and Noindex
• XML Sitemaps
• Why comments are gold
• Social Authority
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4. Content was the PAST. Context is the PRESENT.
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5. Context
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6. Context
Context
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7. Enhanced Google Search VS Normal Google Search
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8. TAKING CONTROL
Quality Content
+
Optimized On Page SEO
+
Social Authority
=
Controlling What You Can Control
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9. NATURAL KEYWORD RICH CONTENT
• There is a point in Google’s Bell Curve where your SEO
will be hurt by over optimization.
• Follow the guideline of using a variant of your keyword
1-3 times a paragraph.
• Fresh Tuna
• Gourmet Fresh Tuna
• Fresh Tuna for Sale
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10. SEO FRIENDLY URLS
• Set your permalinks to: /%category%/%postname%
• Other variants will work depending on how much
content you have or will have.
• Strip the category base from category URLS using
WordPress SEO.
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11. How to set your Permalinks to be SEO Friendly.
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12. SEMANTIC MARKUP & HEADING TAGS
• Use your target keyword phrase in your <title> and <h1> but
use variations.
• WordPress SEO makes it easy to customize both separately.
• <H1> is your page title and <title> is set under SEO Title in
the WordPress SEO settings.
• Use <hgroup> tag to create Semantic Headings when using
multiple heading tags.
• Use your Heading Tags to make your content easy to read
for Search Engines and visitors.
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13. WHY THE META DESCRIPTION STILL
MATTERS
• The Meta Description does NOT impact your SERP
(Search Engine Ranking Position).
• The Meta Description DOES impact a user’s decision on
what link a user decides to click on and used for other
items such as Open Graph Tags.
• Use %%excerpt%% to auto generate a meta description
in the Titles & Metas settings in WordPress SEO.
• Use this as a safe guard for when you forget to write
one.
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14. How to have WordPress SEO auto generated Meta
Descriptions.
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15. OPEN GRAPH PROTOCOL
• Customizes what platforms such as: Facebook,
Google Plus, LinkedIn, etc use to determine
what to share with users on their network.
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16. OPEN GRAPH
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17. OPEN GRAPH
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18. How To Enable Open Graph in WordPress SEO
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19. META KEYWORDS ARE USELESS BUT
CAN BE USEFUL
• Google & Bing do NOT use them so neither should
you...BUT...
• If you know your competitors are watching your
every move, you can use Meta Keywords to throw
them off...
• OR BETTER YET...Look at what keywords your
competitors “think” they are optimizing for.
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20. MICRODATA, MICROFORMATS, RDFA &
RICH SNIPPETS
• This topic goes very deep because of competing
technologies.
• Microdata - HTML5 http://schema.org &
Preferred Method
• Microformat - Old format http://microformats.org
• RDFa - (Resource Description Framework – in –
attributes) W3C Recommendation
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21. Examples of Rich Snippets on Google
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22. HOW TO ADD MICRODATA IN
WORDPRESS
• Use the Schema Creator by Raven Plugin.
• Add detailed data about events, places,
movies, music, & more.
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23. Add Custom Microdata to your content using the Schema
Creator by Raven Plugin.
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24. Google+ Authorship
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25. THE GOOGLE+ AUTHORSHIP SETUP
• On Google+ add your site as a site you contribute
to.
• In WP, go to your WordPress profile and paste in
your Google+ url.
• In WordPress SEO settings Under Titles & Metas set
the Google+ Author highlighting for your home
page.
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26. CANONICAL URL
• Tells Search Engines which URL is the absolute correct URL
to use.
• Prevents you from having duplicate content.
• example: www.google.com, google.com or,
google.com/?foo...Canonical lets you define which one
is Google should consider the absolute url.
• Canonical URLs are set by WP core for post/pages and
WordPress SEO handles tags, categories, etc. WordPress
SEO allows you to set a different Canonical URL for a
specific post/page
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27. ANCHOR TEXT & TITLE TEXT FOR LINKS
• Title text tells the search engine what the linked url
is about.
• Anchor text tells the search engine what the link is
about.
• Link Example:
• <a href=”http://google.com” title=”World’s Best
Search Engine”>the world’s best search
engine</a>
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28. ALT TEXT, TITLE TEXT & FILE NAMING
• Name your files with spaces (or %20) or dashes.
• Underscores appear as onelongword to Search
Engines. (NOTGOODBRO!)
• Alt text describes an image.
• You can use title text on an image.
• IMG Example
• <img src=”http://google.com/logo.jpg” title=”Google
Logo” alt=”Google’s Red, & White, Blue Logo”>
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29. HOW TO USE NOFOLLOW AND NOINDEX
• Nofollow prevents links from passing “link juice” to
the page they are linking to.
• Noindex prevents the Search Engine from indexing
content.
• Tips
• Nofollow & Noindex your goal tracking pages.
• Seriously consider no indexing your tag and/or
category pages to prevent duplicate content.
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30. XML SITEMAPS
• Gives Search Engines a road map across your site.
This includes your content, how frequently it
changes, when it was last updated, and relative
priority for your site.
• You can create Sitemaps specifically for: video,
images, mobile, & news.
• Make sure you submit to Google via Google
Webmaster Tools
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31. How to Create a Sitemap With WordPress SEO
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32. WHY COMMENTS ARE STILL GOLD
• Commentators create content for you
• Some Third Party Comment Systems like Facebook
or Livefyre allow visitors to post their comments on
their social network
• Asking commentators to opt in to your email list still
works well for building your email lists
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33. SOCIAL AUTHORITY
• Search Engines use Social Indicators to influence
users clicks and SERP
• Bing: Facebook Integration
• Google: G+ Integration
• Social Share Counts add credibility to your content
to Search Engines & visitors.
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34. HOW TO ADD SOCIAL SHARING
• Use a Plugin that you can trust and loads your
social sharing buttons FAST. My top 3 are:
• Jetpack
• Digg Digg 2.0
• Share This
• Must Use Networks: Google Plus, FB, Twitter
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35. THE WORDPRESS PLUGIN SETUP
• WordPress SEO by Yoast
• Jetpack, Digg Digg 2.0, or Share This
• Schema Creator by Raven
• SEO Friendly Images
• SEO Smart Links
• Redirection
• Google Analytics for WordPress
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36. PREMIUM WORDPRESS PLUGINS
• SEO Smart Links – Premium Edition
• Video SEO for WordPress
• Local SEO for WordPress
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37. TOOLS
• http://www.opensiteexplorer.org/
• https://adwords.google.com/o/KeywordTool
• https://developers.facebook.com/tools/debug
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38. RESOURCES
• http://yoast.com/articles/wordpress-seo/
• http://moz.com/beginners-guide-to-seo
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39. THANKS FOR COMING!
Have questions?
Tweet us: @tunatraffic
tunatraffic.com
(psssst.... we are hiring...)
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