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SEO para WordPress

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Apresentação de SEO para WordPress feita por mim e apresentada junto com o Guga Alves no BlogCamp do Rio de Janeiro em 05/09/2009.

Veröffentlicht in: Technologie, Design
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SEO para WordPress

  1. 1. SEO para WordPress Pablo Almeida @PabloAlmeida www.pabloalmeida.com.br Guga Alves @GugaAlves www.tudoparawordpress.com.br #blogcampRJ
  2. 2. Introdução SEM, SEO e Links Patrocinados
  3. 3. O que é SEM? <ul><li>“ É a área de marketing online responsável pelas estratégias e técnicas que envolvem a presença de um site em resultados orgânicos e pagos .” </li></ul>IAB Brasil GLOSSÁRIO SOBRE SEARCH ENGINE MARKETING (SEM)
  4. 4. O que é SEO? <ul><li>“ Um conjunto de estratégias com o objetivo de potencializar o posicionamento de um site nos resultados naturais (orgânicos) nos sites de busca.” </li></ul>IAB Brasil GLOSSÁRIO SOBRE SEARCH ENGINE MARKETING (SEM)
  5. 5. O que são Links Patrocinados? <ul><li>“ Posicionamento Pago . Sistema onde os anunciantes pagam para estar presente nas páginas de resultado dos sites de busca através de anúncios de texto, que são ativados a partir de uma palavra-chave selecionada.” </li></ul>IAB Brasil GLOSSÁRIO SOBRE SEARCH ENGINE MARKETING (SEM)
  6. 6. SERP, a página de resultados
  7. 7. O que é SEO? <ul><li>Não existe “SEM e SEO”... </li></ul><ul><li>SEM = SEO + Links Patrocinados </li></ul><ul><li>Combinado? </li></ul>
  8. 8. Como identificar um profissional de SEO?
  9. 9. Indexação <ul><li>Alguns pontos a serem tocados: </li></ul><ul><li>Geração de conteúdo; </li></ul><ul><li>Principais fatores; </li></ul><ul><li>Problemas; </li></ul><ul><li>Dicas; </li></ul><ul><li>Plugins; </li></ul><ul><li>Métricas para otimização. </li></ul><ul><li>Vamos lá? </li></ul>
  10. 10. O Google NÃO ama o WordPress! O Google NÃO ama o WordPress!
  11. 11. O que é mais importante: robôs ou seus visitantes? <ul><li>Antes de tudo, considerem a expressão </li></ul><ul><li>Search Experience Optimization </li></ul>Bryan Eisenberg Future Now – www.futurenowinc.com
  12. 12. Principais fatores
  13. 13. O que mais influencia? <ul><li>Palavras-chave contidas na tag title ; </li></ul><ul><li>Quantidade e, acima de tudo, qualidade de links externos apontando para seu site; </li></ul><ul><li>Palavras-chave contidas no texto âncora do link externo; </li></ul><ul><li>Diversidade de fontes apontando para seu site; </li></ul><ul><li>Palavras-chave usada no seu domínio. </li></ul><ul><li>E tem mais… MUITO MAIS! </li></ul>O Ministerio dos Sites de Busca adverte: VALIDAÇÃO NO W3C NÃO É SEO! SEMÂNTICA SIM!
  14. 14. O que mais influencia? E o PageRank? O PageRank é apenas mais um fator!
  15. 15. O que mais influencia? Cuidado com JavaScript e conteúdos em Flash! Use apenas quando necessário! O Ministerio dos Buscadores adverte... de novo...
  16. 16. <ul><li>Evite : </li></ul><ul><li>inserir palavras-chave de forma excessiva no seu conteúdo; </li></ul><ul><li>trocar links excessivamente entre os mesmos sites; </li></ul><ul><li>usar keywords não relacionadas ao seu nicho. </li></ul><ul><li>esconder links para outros sites; </li></ul><ul><li>texto da mesma cor de fundo do site. </li></ul>CUIDADO! Black Hat SEO Vai tentar a sorte?
  17. 17. Spam <ul><li>Todo mundo odeia spam… </li></ul><ul><li>Evite : </li></ul><ul><li>copiar e colar o conteúdo de outros sites; </li></ul><ul><li>linkar para páginas que não tratam do mesmo assunto que a sua; </li></ul><ul><li>trocar links com sites que não sejam do mesmo nicho que o seu. </li></ul><ul><li>postar seu link em fóruns e blogs com mensagens do tipo, “Gostei do post!”. </li></ul>e isso inclui os robôs de busca! O nofollow está aí!
  18. 18. Vamos começar a otimizar nosso querido WordPress?
  19. 19. Hora de resolver os “problemas”...
  20. 20. URL’s amigáveis...ou permalinks... ou links permanentes... <ul><li>Tags disponíveis em http://codex.wordpress.org/Using_Permalinks </li></ul>
  21. 21. Soluções MATANDO O CONTEÚDO DUPLICADO robots.txt
  22. 22. robots.txt User-agent: * Disallow: /cgi-bin/ Disallow: /wp-admin/ Disallow: /wp-content/ Disallow: /wp-includes/ Allow: /wp-content/uploads/ Disallow: /2009/ Disallow: /category/ Disallow: /tag/ Disallow: /page/* Disallow: /comments/ Disallow: /author/ Disallow: /*/feed* Disallow: /*/trackback* Sitemap: http://www.seusite.com.br/sitemap.xml
  23. 23. Soluções Canonical Element Quem é quem afinal de contas?
  24. 24. Qual é a URL do conteúdo original? <ul><li>Imagine que alguém aponte um link para seu site assim: </li></ul><ul><li>http://www.seusite.com.br/index.php </li></ul><ul><li>Se você não usar o redirect 301 , o robô entenderá que são 2 páginas diferentes e poderá classificá-las como conteúdo duplicado. </li></ul><ul><li>Isso também vale para endereços com www e sem www . Exemplo: </li></ul><ul><li>http://www.seusite.com.br </li></ul><ul><li>http://seusite.com.br </li></ul><ul><li>http://www.seusite.com.br/index.php </li></ul><ul><li>http://seusite.com.br/index.php </li></ul><ul><li>Dica: Use o <!-- more --> em seus posts, isso reduz as chances de os robôs encontrarem conteúdo duplicado no site. </li></ul>
  25. 25. Plugins fundamentais All in One Seo Pack X Platinum SEO Pack
  26. 26. All in One SEO Pack x Platinum SEO Pack <ul><li>Ambos permitem: </li></ul><ul><li>gerenciar facilmente as meta tags description e keywords ; </li></ul><ul><li>configurar títulos de posts, categorias, páginas; </li></ul><ul><li>inserir a meta tag noindex para páginas de categorias, arquivos e tags; </li></ul><ul><li>armazenar os logs de ações. </li></ul><ul><li>(registro de eventos importantes em sua pasta, que pode ajudar a resolver erros. ) </li></ul><ul><li>Extras do Platinum SEO Pack: </li></ul><ul><li>redirecionamento 301 feito automaticamente em posts com permalinks alterados; </li></ul><ul><li>utilização da metatag nofollow . </li></ul>
  27. 27. Platinum SEO Pack
  28. 28. Soluções sitemap.xml Você acharia a agulha em 10 segundos ? IDEAL PARA SITES MUITO GRANDES
  29. 29. sitemap.xml <ul><li><?xml version=&quot;1.0&quot; encoding=&quot;UTF-8&quot;?> </li></ul><ul><li><urlset xmlns:xsi=&quot;http://www.w3.org/2001/XMLSchema-instance&quot; xsi:schemaLocation=&quot;http://www.sitemaps.org/schemas/sitemap/0.9 http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd&quot; xmlns=http://www.sitemaps.org/schemas/sitemap/0.9> </li></ul><ul><li><url> </li></ul><ul><li><loc>http://www.seusite.com.br/</loc> </li></ul><ul><li><lastmod>2008-11-03T16:23:38+00:00</lastmod> </li></ul><ul><li><changefreq>daily</changefreq> </li></ul><ul><li><priority>1.0</priority> </li></ul><ul><li></url> </li></ul><ul><li><url> </li></ul><ul><li><loc>http://www.seusite.com.br/quem-somos</loc> </li></ul><ul><li><lastmod>2009-09-03T14:39:25+00:00</lastmod> </li></ul><ul><li><changefreq>weekly</changefreq> </li></ul><ul><li><priority>0.5</priority> </li></ul><ul><li></url> </li></ul><ul><li></urlset> </li></ul>
  30. 30. Plugin: Google XML Sitemaps 1. 3. 2. 4.
  31. 31. Dicas rápidas, diretas e efetivas Detone!
  32. 32. Serviços de Atualização <ul><li>Notificação automática das atualizações de seu site </li></ul><ul><li>http://feedburner.google.com/fb/a/ping </li></ul><ul><li>http://rpc.technorati.com/rpc/ping </li></ul><ul><li>http://blogsearch.google.com.br/ping/RPC2 </li></ul><ul><li>http://blogblogs.com.br/auto-ping </li></ul><ul><li>http://api.moreover.com/ping </li></ul><ul><li>http://api.feedster.com/ping </li></ul><ul><li>http://rpc.pingomatic.com </li></ul>
  33. 33. SEO Friendly Images <ul><li>Usuários buscam também imagens! </li></ul>Atributos ALT , TITLE e nome do arquivo são itens fundamentais ! TAG != ATRIBUTO O Ministerio dos Sites de Busca adverte
  34. 34. WP No Category Base http://www.seusite.com.br/category/blogcamp http://www.seusite.com.br/blogcamp <ul><li>Elimine o /category/ de sua página de categorias </li></ul>
  35. 35. Redirection Redirecionamentos 301 e páginas de erro 404! <ul><li>Redirecionamento automático de postagens com slugs alterados; </li></ul><ul><li>Log completo de todos os redirecionamentos feitos. </li></ul>
  36. 36. <ul><li>Exiba posts com temas semelhantes ao que você está lendo; </li></ul><ul><li>Algoritmo avançado para determinação de postagens exibidas; </li></ul><ul><li>Configure o peso de categorias, tags, títulos e texto. </li></ul>Yet Another Related Posts Plugin (YARRP) Evite que seu WordPress de dicas aos invasores
  37. 37. Yoast Breadcrumbs <ul><li>Use em sites com estruturas de navegação interna longas; </li></ul><ul><li>Testes comprovam que o uso de breadcrumbs agiliza a indexação dos posts; </li></ul><ul><li>Facilita a navegação do usuário; </li></ul><ul><li>O Google vem fazendo inúmeros testes para inserir breadcrumbs na SERP. </li></ul><ul><li>Fiquem atentos! </li></ul>
  38. 38. Mídias Sociais Sexy Bookmarks Potencialize a propagação do seu conteúdo! Sociable
  39. 39. Estudo de Social Bookmarking brasileiros Mais informações em: http ://migre.me/6g7U
  40. 40. <ul><li>Combata o spam </li></ul><ul><li>Akismet </li></ul><ul><li>Estimule discussões </li></ul><ul><li>Subscribe to Comments </li></ul><ul><li>Aumente o desempenho do servidor </li></ul><ul><li>WP Cache </li></ul><ul><li>WP Super Cache </li></ul><ul><li>WP Hyper Cache </li></ul><ul><li>Cuide do WordPress </li></ul><ul><li>WP-DBManager </li></ul><ul><li>WordPress System Health </li></ul>Outros plugins importantes
  41. 41. Web Analytics Separando profissionais de amadores!
  42. 42. Tire o máximo do seu site!
  43. 43. Tire o máximo do seu site! <ul><li>Explore sua ferramenta de Web Analytics para identificar: </li></ul><ul><li>quais os principais buscadores estão te trazendo visitantes. </li></ul><ul><li>suas principais palavras-chave; </li></ul><ul><li>a origem das suas visitas; </li></ul><ul><li>sazonalidades; </li></ul><ul><li>problemas no seu site; </li></ul><ul><ul><li>tendências. </li></ul></ul><ul><li>Não deixe de usar! Existem opções excelentes e gratuitas: </li></ul>
  44. 44. Uma coisa importante para o Marketing... <ul><li>As principais vantagens: </li></ul><ul><li>identificar seu público-alvo de forma cada mais precisa e segura; </li></ul><ul><li>segmentar seus conteúdos para os interesses do seu usuário; </li></ul><ul><li>gerar um relacionamento ainda mais inteligente; </li></ul>NÃO DELETE OS COOKIES DO SEU NAVEGADOR! ELES NÃO ENGORDAM!
  45. 45. Como reduzir a Taxa de Rejeição? <ul><li>Dicas para se reduzir a bounce rate , ou taxa de rejeição: </li></ul><ul><li>Use a tag <!-- more -->; </li></ul><ul><li>Utilize recursos, inclusive plugins e widgets, que estimulem os visitantes a navegarem no seu site. Por exemplo: </li></ul><ul><ul><li>faça posts que contenham um texto agradável de se ler; </li></ul></ul><ul><ul><ul><li>faça perguntas, pesquisas e enquetes. Instigue seu visitante! </li></ul></ul></ul><ul><ul><li>relacione seus posts por tags e categorias relevantes; </li></ul></ul><ul><ul><li>disponibilize informações relevantes; </li></ul></ul><ul><li>Seja original e criativo! </li></ul>
  46. 46. Plugins de Web Analytics para o WordPress <ul><li>Analytics 360° </li></ul>
  47. 47. Plugins de Web Analytics para o WordPress Google Analyticator
  48. 48. Plugins de Web Analytics para o WordPress Google Analytics for WordPress
  49. 49. Dicas, ferramentas e fontes de estudo Agora vai...
  50. 50. Ferramentas <ul><li>Google Insights for Search </li></ul><ul><li>www.google.com/insights/search/ </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Mestre SEO </li></ul><ul><li>www.mestreseo.com.br/ferramentas-de-seo </li></ul><ul><li>Web CEO </li></ul><ul><li>www.webceo.com </li></ul>
  51. 51. Fontes de estudo <ul><li>Central do Webmaster </li></ul><ul><li>http://www.google.com/webmasters </li></ul><ul><li>Diretrizes de qualidade </li></ul><ul><li>Ferramentas </li></ul><ul><li>Fórum </li></ul><ul><li>Brasil SEO </li></ul><ul><li>http://www.brasilseo.com.br </li></ul><ul><li>Tutoriais </li></ul><ul><li>Vídeos </li></ul><ul><li>Mestre SEO </li></ul><ul><li>http://www.mestreseo.com.br </li></ul><ul><li>Tutoriais </li></ul><ul><li>Vídeos </li></ul><ul><li>Ferramentas </li></ul>
  52. 52. Dicas estão sempre rolando no Twitter! <ul><li>@ArielL </li></ul><ul><li>@BrunoNassar </li></ul><ul><li>@Cassy82 </li></ul><ul><li>@DiogenesPassos </li></ul><ul><li>@DocLuz </li></ul><ul><li>@FabioRicotta </li></ul><ul><li>@Flavio_Raimundo </li></ul><ul><li>@GustavoBacchin </li></ul>@JuHorta @Kavinski @LeoNaressi @MarcosNobre @MiguelDorneles @PedroDias @RuyCarneiro @WebPaulo
  53. 53. Bem-vindos ao Vietnã! <ul><li>Pablo Almeida </li></ul><ul><li>@PabloAlmeida </li></ul><ul><li>www.pabloalmeida.com.br </li></ul>Boa sorte! É isso...ajudamos? Guga Alves @GugaAlves www.tudoparawordpress.com.br

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