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Introduction to SEO and SEO for WordPress

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A presentation on SEO, WordPress and SEO Tools from the Melbourne WordPress Meetup, October 2013. Presented by Chris Burgess, Peter Mead and Michael Jones.

Veröffentlicht in: Technologie, Design

Introduction to SEO and SEO for WordPress

  1. 1. Introduc)on  to  SEO  and     SEO  for  WordPress   Chris  Burgess,  Peter  Mead  and  Michael  Jones  
  2. 2. A  li7le  about  us…   Chris  is  Chief  Informa9on   Officer  for  a  non  profit  in   Melbourne  and  is  ac9vely   involved  in  tech  user  groups   including  co-­‐managing  the   Melbourne  SEO  Meetup  with   Michael  Jones.  In  his  spare   9me  he  also  enjoys  working   on  a  variety  of  web  projects   and  manages  a  few  of  his  own   websites.   Peter  Mead  is  a  WordPress  and   SEO  consultant,  with  a  focus  on   strategy.  Working  with  small   business  clients  to  deliver   personalized  WordPress  websites   and  specialized  SEO  services,  he   feels  quality  is  a  determining   factor  for  las9ng  success  on  the   web.  He  has  also  established  a   regular  WordPress  meetup  in   Bendigo.   Michael  works  at  Razorfish  as  SEO   Manager,  Suncorp  Insurance  Head   of  Onsite  /  Technical  SEO.  Michael   has  12  years  of  search  engine   marke9ng  experience,  worked   with  many  large  organisa9ons  in   Australia  (both  in-­‐house  and   agency  side),  in  a  broad  range  of   industries  including:  shopping,   classifieds  and  service  websites.   Michael  specialises  in  SEO  but  also   has  experience  in  SEM,  Analy9cs,   Social,  Local,  Reputa9on   management  and  Email  Marke9ng.   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au  
  3. 3. Agenda   •  (Part  1)  Introduc)on  to  SEO  –  Chris  Burgess   –  SEO  basics  and  why  SEO  is  important   –  Areas  to  focus  on  to  help  you  get  found  in  the  major  search  engines   –  Onsite  and  offsite  SEO   –  The  importance  of  keyword  research     •  (Part  2)  SEO  and  WordPress  –  Peter  Mead   –  SEO  and  WordPress   –  WordPress’  SEO  capabili9es  out  of  the  box   –  Recommended  plugins   –  Themes  and  frameworks   •  (Part  3)  SEO  Tools  –  Michael  Jones   –  Common  issues  and  fixes   –  Tools  and  services   –  Examples  of  some  do's  and  don'ts   –  Where  to  from  here?     •  (Part  4)  SEO  Q&A  Panel  and  Ques)ons  
  4. 4. Part  1  -­‐  Introduc)on  to  SEO  
  5. 5. Image  source:  h[p://www.yourthoughtpartner.com/blog   Is  this  how  you  feel  about  SEO?  
  6. 6. SEO  basics  and  why  SEO  is  important  
  7. 7. Everybody  wants  to  get  found   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   …but  not  everyone  can  get  to  #1  spot  on  search  engines     That’s  why  you  need  SEO.       At  least  not  at  the  top!  J  
  8. 8. What  does  SEO  stand  for?   Search  Engine  Op)miza)on  
  9. 9. Defini)on  of  SEO   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   “The  process  of  increasing  the  number  of  visitors  to  a   website  by  achieving  high  rank  in  the  search  results  of  a   search  engine.  The  higher  a  website  ranks  in  the  results   of  a  search,  the  greater  the  chance  that  users  will  visit   the  site.  It  is  common  prac9ce  for  Internet  users  to  not   click  past  the  first  few  pages  of  search  results,  therefore   high  rank  in  SERPs  is  essen)al  for  obtaining  traffic  for  a   site.  SEO  helps  to  ensure  that  a  site  is  accessible  to  a   search  engine  and  improves  the  chances  that  the  site   will  be  indexed  and  favorably  ranked  by  the  search   engine.”  -­‐  Moz  
  10. 10. Search  Engines  –  Librarians  of  the  Internet   Think  of  search  engines  like  the  librarians  of  the   Internet.       Their  systems  collect  informa)on  about  every  page  on   the  web  so  they  can  help  users  find  exactly  what  they’re   looking  for.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo  
  11. 11. Search  engines  use  a  program  called  an  algorithm  (think   of  it  like  a  secret  recipe)  to  determine  what  pages  to   suggest  for  a  search  query  by  a  user.     Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/   How  do  they  do  it?  
  12. 12. Algorithms  are  constantly  being  updated  which  means  that   rankings  are  constantly  changing.     These  algorithm  changes  have  code  names.  You  may  have  heard   some  of  the  more  popular  ones  Penguin,  Panda  and  Hummingbird.   Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Image  Source:  h[p://www.longtermfix.com/  and  h[p://www.markcijo.com/   Upda)ng  the  algorithm  
  13. 13. Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo   Source:  h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon   Why  should  I  care?   If  you  own  a  website,  understanding  the  key  ingredients  search   engines  are  looking  for  in  their  secret  recipe  (ranking  factors)  and   making  it  easy  for  search  engines  to  find  them  on  your  site  helps   to  improve  your  chances  of  being  displayed  higher  up  in  the   search  engine  results  page  (SERP).       This  process  is  known  as  search  engine  op9misa9on  (SEO).  
  14. 14. Why  SEO  is  important   Higher  SERP   More  visitors  +  customers   to  your  site   Greater  exposure  and   opportunity  for  conversions   (leads,  sales,  revenue  etc.)   $$$  
  15. 15. Geeng  Found  
  16. 16. Ge]ng  Found   •  Just  being  online  doesn’t  guarantee  being  found   •  Lots  of  people  have  great  websites,  causes,  products  and   services,  but  they  don’t  get  much  traffic   •  You  might  be  in  a  compe99ve  industry  
  17. 17. Onsite  and  Offsite    
  18. 18. Onsite   •  Op9mise  your  pages  content   •  Titles,  headings,  images,  text,  meta  descrip9ons   •  Keywords  and  content  strategy   •  XML  sitemaps   •  Canonical  link  to  determine  the  “original”  page  (we’ll  cover  this   bit  later)   •  Robots.txt  (we’ll  cover  this  bit  later)   •  Configura9on  
  19. 19. Offsite   •  Should  be  done  aier  on  site  op9misa9on   •  Links  (context,  anchor  text)   –  Inbound  links  =  The  Holy  Grail   •  Quality  of  links   •  Bad  links  can  hurt  your  site   •  Social  media,  web  2.0  proper9es  etc.   •  Bookmarking,  StumbleUpon,  Digg,  Squidoo  etc.   •  Examples  of  good  links:  mainstream  news  site  or  blog,  natural   •  Example  of  bad  links:  spammy,  unnatural  
  20. 20. Example  of  bad  links  
  21. 21. How  can  you  get  links?   •  Link  building/earning  –  create  high  quality  and  unique  content   –  Blogs   –  Social  media   –  Podcasts   –  Video   –  eBooks   –  eNewsle[ers   –  Infographics   –  Whitepapers   •  The  buzzword  is  “inbound  marke9ng”  
  22. 22. Keyword  Research  
  23. 23. What  do  you  want  to  be  found  for?  
  24. 24. Keyword  Research   •  Knowing  your  audience   •  What  they  search  for   •  What  keywords  to  focus  on   •  Compe9tor  analysis   •  Look  for  words  that  have  high  search  volume  and  low   compe99on,  they  will  be  easier  to  rank  for   Good  “Moving  house  on  a  budget”   Bad  “Broke  and  need  to  get  out?”     Good  “Bookkeeping  9ps  for  small  business”   Bad  “Ge>ng  your  books  in  order”    
  25. 25. Keyword  Research   •  Many  tools  and  methods  available   •  Looking  for  keywords  with:     –  high  traffic  value   –  low  compe99on   –  make  great  9tles   –  make  great  content     •  Check  out  h[p://tools.seobook.com/keyword-­‐tools/seobook/  
  26. 26. Google  Keyword  Planner  (formerly  AdWords  Keyword  Tool)   h[p://adwords.google.com/keywordplanner    
  27. 27. Recap   •  SEO  basics  and  why  SEO  is  important   •  Areas  to  focus  on  to  help  you  get  found  in  the  major  search   engines   •  Onsite  and  offsite  SEO   •  The  importance  of  keyword  research  
  28. 28. Part  2  -­‐  SEO  and  WordPress  
  29. 29. SEO  and  WordPress     is  a  match     made  in  heaven  
  30. 30. What  works  for  me…   •  Quality  -­‐  PLAF   – People   – Link   – Ar9cles   – Found   •  Cri9cal  factors  -­‐  SAT   – Site  speed     – Ar9cles  /  Content   – Time  on  site  /  Bounce  rate   •  WordPress  helps  make  these  processes  easy  for  users  
  31. 31. WordPress’  SEO  capabili)es  out  of   the  box  
  32. 32. WordPress’  SEO  capabili)es  out  of  the  box   •  Strong  community   •  Well  supported   •  It’s  a  clean,  easy  to  use  CMS   •  Titles,  Headings  and  Content   •  Professional  publishing  plarorm  (built  with  SEO  in  mind)     •  Search  friendly  URLs  (permalinks)   •  Google  can  index  default  WordPress  quite  easily   •  Ability  to  easily  extend  (via  Plugins)  
  33. 33. Recommended  Plugins  
  34. 34. Yoast     h[p://yoast.com/wordpress/seo/   h[p://yoast.com/wordpress-­‐seo-­‐premium-­‐release/  
  35. 35. Yoast:  Overview  of  features   •  Developed  by  pro’s  (Joost)  for  pro’s  and  beginners  alike   •  Very  easy  to  use   Features:   •  Op)mize  your  WordPress  site  with  just  one  plugin   •  The  most  complete  SEO  plugin  for  WordPress  available   •  Content  analysis  func)onality  -­‐  write  be[er  content  with  the   built-­‐in  content  analysis  and  easily  op9mize  your  sites  9tles  and   descrip9ons  with  the  snippet  preview   •  Automa)cally  generate  XML  Sitemaps   •  And  many  more  technical  improvements  to  your  site  that  you   don’t  even  have  to  look  at.   Source:  h[p://yoast.com/wordpress/seo/  
  36. 36. Yoast:  Titles  and  meta  tags   •  Set  templates  for  9tles  and  meta  descrip9ons  for  all  types  of   pages  globally   •  The  WordPress  SEO  meta  box  to  op9mize  your  post  9tle  and   meta  descrip9on   •  The  snippet  preview  shows  what  it  would  look  like  in  Google,   this  helps  us  crai  for  higher  click-­‐through’s   Source:  h[p://yoast.com/wordpress/seo/  
  37. 37. Yoast:  this  is  what  it  looks  like…  
  38. 38. Yoast:  Page  Analysis  
  39. 39. Yoast:  Advanced  
  40. 40. Aiming  for  green!  
  41. 41. Other  WordPress  Plugins  
  42. 42. All  In  One  SEO  Pack   •  Free  version  and  also  pro  version  for  $39USD  +  $49  every  12   months   h[p://semperplugins.com  
  43. 43. Broken  Link  Checker   •  Checks  your  blog  for  broken  links  and  missing  images  and   no9fies  you  on  the  dashboard  if  any  are  found.   •  Free  plugin   h[p://w-­‐shadow.com/blog/2007/08/05/broken-­‐link-­‐checker-­‐for-­‐wordpress/    
  44. 44. Google  XML  Sitemaps   •  This  plugin  will  generate  a  special  XML  sitemap  which  will  help   search  engines  like  Google,  Yahoo,  Bing  and  Ask.com  to  be[er   index  your  blog.   h[p://www.arnebrachhold.de/projects/wordpress-­‐plugins/google-­‐xml-­‐sitemaps-­‐generator/    
  45. 45. Google  XML  Sitemap  for  Images   •  This  plugin  will  generate  a  XML  Image  Sitemap  for  your   WordPress  blog.  Open  the  seengs  page  to  create  your  image   sitemap.   •  Free  plugin   h[p://wordpress.org/plugins/google-­‐image-­‐sitemap/    
  46. 46. Head  Cleanup   •  Remove  extraneous  head  tags  from  WordPress   •  Free  plugin   h[p://wordpress.org/plugins/header-­‐cleanup/    
  47. 47. NGFB  Open  Graph+  Pro   •  Adds  HTML  header  tags  for  be[er  Google  Search  results  and   Social  Sharing  posts.  An  essen9al  plugin  for  every  WordPress   website!   •  Free  plugin  and  pro  version  for  $29USD   h[p://surniaulula.com/extend/plugins/nextgen-­‐facebook/    
  48. 48. WP  Minify   •  This  plugin  uses  the  Minify  engine  to  combine  and  compress  JS   and  CSS  files  to  improve  page  load  9me.   •  Free  plugin   h[p://wordpress.org/plugins/wp-­‐minify/    
  49. 49. Themes  and  Frameworks  
  50. 50. Themes  and  Theme  Frameworks   •  Pagelines   h[p://www.pagelines.com/         •  WooThemes   h[p://www.woothemes.com/     •  Genesis   h[p://my.studiopress.com/themes/genesis/     •  Thesis   h[p://diythemes.com/  
  51. 51. Recap   •  SEO  and  WordPress  –  match  made  in  heaven   •  WordPress’  SEO  capabili9es  out  of  the  box   •  Recommended  plugins   •  Themes  and  frameworks  
  52. 52. Part  3  –  SEO  Tools,  )ps  and   recommenda)ons    
  53. 53. Common  issues  and  fixes  
  54. 54. Headings   <h1>’s  and  <h2>’s  not  used  as  well  as  they  could  
  55. 55. Robots.txt   •  Robots.txt  is  used  by  Google  and  other  search  engines  to  know   which  pages  the  spiders  should  index.     •  Can  edit  robots.txt  manually  or  with  a  plugin.     •  Can  control  each  page  or  post  if  desired.   •  Indexing  your  search  pages  Disallow:  /*?s=  
  56. 56. Excluding  content   •  Exclude  category,  tag,  archive,  author  tags  to  suit   •  You  can  do  this  manually  or  through  an  SEO  plugin  
  57. 57. Canonicalisa)on   •  Google  introduced  canonical  link  to  dis9nguish  the  “original”   page  from  deriva9ve  pages  in  your  site,  to  avoid  "duplicate   content!"   •  Set  in  the  seengs  of  your  WordPress  site   •  Set  it  on  a  page  level  for  each  page  if  needed  
  58. 58. XML  Sitemaps   •  XML  sitemaps  are  used  by  GWT  (Google  Webmaster  tools)   •  Plugins  (such  as  WordPress  SEO  etc.)  let  you  create  and  control   details  of  said  XML  sitemaps.     •  Tells  Google  what  is  important.  
  59. 59. .htaccess  Configura)on   1.  Set  character  formaeng   2.  Enabling  compression  of  txt  based   assets  using  DELFATE   3.  Enable  caching  of  image  based   assets   4.  Enable  caching  of  txt  based  assets   5.  Enabling  last  modified  headers   6.  Fixing  Etag  issues     Most  of  this  on  the  right  can  be  copied   straight  into  the  htaccess     ===============================     AddDefaultCharset  UTF-­‐8     <ifModule  mod_deflate.c>   <filesMatch  ".(css|js|txt|x?html?|php)$”>   SetOutputFilter  DEFLATE   </filesMatch>   </ifModule>     <FilesMatch  ".(gif|png|jpg|jpeg|js|swf|bmp|ico)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  years”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <FilesMatch  ".(js|css)$”>   ExpiresAc9ve  On   ExpiresDefault  "access  plus  2  months”   Header  set  Cache-­‐Control  "public,  no-­‐transform”   </FilesMatch>     <IfModule  mod_headers.c>   <FilesMatch  ".(js|css|xml|gz|gif|png|jpg|jpeg|swf|bmp|ico)$”>   Header  append  Vary  Accept-­‐Encoding   Header  set  Last-­‐Modified  "Thu,  27  Jun  2011  12:00:00  GMT”   </FilesMatch>   </IfModule>     <ifModule  mod_headers.c>   Header  unset  ETag   </ifModule>   FileETag  None     ===============================  
  60. 60. Tools  
  61. 61. Screaming  Frog   h[p://www.screamingfrog.co.uk/seo-­‐spider/licence/  "
  62. 62. ScrapeBox   h[p://www.scrapebox.com/    "
  63. 63. Open  Site  Explorer     h[p://www.opensiteexplorer.org/  "
  64. 64. Majes)c  SEO   h[p://www.majes9cseo.com/  "
  65. 65. Pagespeed   h[ps://developers.google.com/speed/pagespeed/    "
  66. 66. Yslow   h[p://developer.yahoo.com/yslow/      
  67. 67. SEO  x-­‐ray     h[p://tools.seobook.com/firefox/seo-­‐for-­‐firefox.html    
  68. 68. Rich  snippet  tes)ng  tool     h[p://www.google.com/webmasters/tools/richsnippets      
  69. 69. PageRank  Recovery  tool     h[p://www.virante.org/seo-­‐tools/pagerank-­‐recovery-­‐tool    
  70. 70. Duplicate  Content  Tool     h[p://www.virante.org/seo-­‐tools/duplicate-­‐content      
  71. 71. Header  check  tool   h[p://www.webconfs.com/h[p-­‐header-­‐check.php    
  72. 72. Examples  of  some  Do’s  and  Don’ts  
  73. 73. Do’s  and  Dont’s   ü Do  focus  on  quality   ü Do  focus  on  building  your   authority   ü Provide  content  people   actually  want   ü Be  careful  of  bad  SEO   (due  diligence)   ✕ Don’t  look  for  tricks   ✕ Don’t  look  for  shortcuts   ✕ Don’t  rely  on  old  informa9on   (search  changes  fast)   ✕ If  something  feels  spammy,  it   probably  is  –  don’t  use  it  
  74. 74. Checking  your  progress   •  Google  Analy9cs  (key  metrics  Visits,  PageViews,  Return  vs  New,  Time  on   site,  Bounce,  Entry  and  Exit  pages)   •  Seeng  up  goals  in  Analy9cs  (opt-­‐in,  form,  purchase  etc.)   h[p://www.google.com/analy9cs/     •  Google  Webmaster  Tools   h[ps://www.google.com/webmasters/tools/home?hl=en     •  Advanced  Web  Ranking   h[p://www.advancedwebranking.com/     •  Raven  Tools     h[p://raventools.com/     •  Moz   h[p://moz.com/    
  75. 75. Where  to  from  here?  
  76. 76. Where  to  from  here?   •  Check  out  some  of  these  resources  for  more  informa9on   •  Google’s  official  Webmaster  Guides   •  h[p://moz.com/beginners-­‐guide-­‐to-­‐seo   •  h[p://searchengineland.com/guide/what-­‐is-­‐seo   •  Come  along  to  Melbourne  SEO  Meetups   h[p://www.meetup.com/Melbourne-­‐SEO/   •  Thanks  to  David  Iwanow  for  some  of  the  images  and  9ps  J  
  77. 77. Recap   •  Common  issues  and  fixes   •  Tools   •  Examples  of  some  do’s  and  don’ts   •  Where  to  go  for  more  info  
  78. 78. Part  4  -­‐  SEO  Q&A  Panel  and   Ques)ons   Peter  Mead   PeterMeadIT.com   Chris  Burgess   ChrisBurgess.com.au   Michael  Jones   HolidayPoint.com.au   Thanks  and  stay  in  touch!