word camp seattle seo panel 2014

Making Sense of Search Engine Optimization (SEO)

For WordPress!

Complete Slide Deck: http://bourn.co/2014-wcsea-seo

Meet Your Moderator!

!   Designer for 15 years, designing custom WordPress sites since 2008!

!   Co-Owner of Bourn Creative, Genesis recommended developers!

!   SEO Series: http://bourn.co/natural-seo!

!   @jenniferbourn!

Panel Overview!

!   Joyce Grace | @thoughtsofjoyce!

!   Content Strategy For SEO!

– Owner, Clicks Online Marketing!

–  Internet Marketer who makes WordPress web sites and blogs!

– Provides search engine optimization (SEO) services and consulting!

Panel Overview!

!   Heather Johnson!

!   On Page SEO!

– Owner, Johnsonium Web Solutions!

– Tech teacher and trainer, helping people get comfortable and confident online!

– Translating Geek to English!

Panel Overview!

!   Michelle Castillo | @michellecasti!

!   How Your Site Looks In The Search Results!

– Owner, Castillo Media Group!

– A true techie and mechanical engineer!

– Has lead software development teams in Tokyo, Paris, and Michigan!

Panel Overview!

!   Scott Eklund | @seklund!

!   Video SEO!

– Seasoned marketer with SEO and SEM experience!

– Works with authors, doctors, entrepreneurs, and small businesses!

– Focus on increasing traffic and conversions!

The 5 Ws and H of Content Strategy for SEO

www.joycegrace.ca @thoughtso<oyce

Instagram.com/joyceontheweb

•  You! You need to be a personality online. –  Put your photo online. Too shy? Deal with it. – Have personal social media accounts as well as business ones.

–  Publish arIcles on YOUR site under YOUR name. –  Part of a company? Put a face to it. I’ll prove it to you! –  hNp://blog.crazyegg.com/2014/03/08/personal-‐brand/

“tweets from Paige, Archana and Madeline”

•  Keyword-‐based topics: – No I don’t mean keyword stuffing. – Write for SEO but don’t sound like it. – Must read: hNps://managewp.com/wriIng-‐for-‐seo

•  SoluIons to problems your audience has:

– “Rework” idea: use the byproducts of your business. (Joyce’s strategy: it’s probably already in your e-‐mail).

“When you make something you make something else”

“…You can not not make something else. Everything has a by -‐product. Observant and creaIve entrepreneurs spot these by-‐products and see opportuniIes.” -‐Jason Fried, hNps://signalvnoise.com/posts/

1620-‐sell-‐your-‐by-‐products

WHAT Cont’d

Repeat ager me: “My industry is not boring.”

WHAT Cont’d •  What drives you crazy? (Those are awesome topics).

•  What are you passionate about? •  What do you think everyone is so wrong about? •  What hasn’t already been covered? •  Where are people presenIng a problem but without a soluIon?

•  What expert can you interview? •  What products can you test? •  What are you working on right now? What have you learned?

WHAT Cont’d

– FAQs: •  “We use this exact strategy with our Crazy Egg support secIon, and we were able to drive an extra 4,108 visitors a month to our site. Roughly 82 of those visitors tend to convert into paying customers.”

» Neil Patel, hNp://www.quicksprout.com/2014/01/20/7-‐smart-‐ways-‐to-‐combine-‐content-‐markeIng-‐with-‐seo-‐for-‐more-‐qualified-‐search-‐traffic/

WHAT Cont’d

– Case studies: • What can your audience LEARN about your past projects?

• How can you incorporate keywords into your case studies? (Hint: don’t Itle them by client name!)

Case study of a case study:

Joyce got a client from this. Seriously. NoIce the keyword usage?

Case study of a case study:

Joyce also got a client from this.

WHAT Cont’d

– As it pertains to blogging: • Do not promote. Do not promote. Do not promote. No one cares. Like really, I mean no one.

• No one cares you launched a new website. • No one cares you went to a tradeshow. • No one cares you hired someone. • No one cares about YOU. •  Start wriIng about YOUR CUSTOMERS’ NEEDS.

WHEN •  When somethin’s happenin’

– Check Google Trends: •  “I will only write on topics that are trending up and to the right. If you write on topics that are dying down, you will see that those pages will conInuously get less and less traffic.”

»  Neil Patel, hNp://www.quicksprout.com/2014/01/20/7-‐smart-‐ways-‐to-‐combine-‐content-‐markeIng-‐with-‐seo-‐for-‐more-‐qualified-‐search-‐traffic/

– Check your industry’s hot spots! •  E.g. Joyce pushed to get this published early: hNps://managewp.com/slider-‐alternaIves because this came out: hNps://yoast.com/opinion-‐on-‐sliders/

•  Regularly enough, whatever that means to you.

•  At least as much as your compeIIon, if not more.

•  hNp://www.seobook.com/learn-‐seo/infographics/great-‐seo.php

•  When social media is booming. •  (Buddy media does studies on the best days to post. It changes. Google it.)

•  hNp://mashable.com/2012/09/28/marketers-‐facebook-‐wrong/

WHERE •  On YOUR website, first and foremost. •  Rule of thumb: pages are for selling, blogs are for being helpful humans.

•  On other websites. Yes, you can sIll guest blog: –  hNp://www.quicksprout.com/2014/05/05/how-‐to-‐find-‐the-‐best-‐

places-‐to-‐guest-‐blog/

•  In your newsleNer, if you have permission. *Do not duplicate content on mulIple pages. Unless you know how to use canonicalizaIon: hNp://moz.com/blog/rel-‐confused-‐answers-‐to-‐your-‐rel-‐canonical-‐quesIons Or just don’t.

WHY •  To show how smart and awesome you are. •  It costs less than paying for traffic.

– hNp://www.joycegrace.ca/2013/02/the-‐roi-‐on-‐blogging-‐vs-‐adwords/

•  It builds index count. •  Content works. Search Engine Land says so: hNp://searchengineland.com/seotable

WHY Cont’d

•  You need SEO “authority”: People link to and share content, not sales pages. – “What I’ve found is that content markeIng is the soluIon to gaining DA.”

» Neil Patel, hNp://www.quicksprout.com/2014/05/19/5-‐pracIcal-‐steps-‐to-‐improving-‐your-‐websites-‐domain-‐authority

– DA = Domain Authority.

WHY Cont’d •  MUST WATCH video:

“Blogging for Startups” with Hiten Shah of KissMetrics and Andrew Warner of Mixergy.

hNp://www.appsumo.com/blogging-‐for-‐startups-‐video-‐promo-‐free/

-‐How KissMetrics got 1 million visitors in 10 months; You’ve GOT to watch this video.

•  Use WordPress. It’s the bee’s knees. •  WordPress has Post Formats to make content generaIon easier for you. Use them. – hNps://managewp.com/wordpress-‐post-‐formats-‐blogging

•  First, you just do it. – You will find that’s easier said than done.

•  So second, you hire someone to do it for you.

HOW Cont’d

•  Yes word count maNers. Write long, as long as you can. At least 500 words a post, or longer than your compeItors.

•  Yes, grammar and spelling maNers. •  Here’s a guide: hNp://www.quicksprout.com/2013/10/07/the-‐definiIve-‐guide-‐to-‐copywriIng/

HOW Cont’d

•  ParIcipate in comments on site and off site. •  Subscribe to menIon feeds, and ask for links! •  Don’t be afraid of controversial topics:

– hNp://weddingbusinesswebsites.com/6-‐reasons-‐wedding-‐professionals-‐shouldnt-‐use-‐godaddy/

•  It’s ok to be wrong!!! We’ve all been wrong at least once in our lives before. Your commenters will get over it.

There’s so much more to say!

And yet, so liNle Ime :)

www.joycegrace.ca @thoughtso<oyce

Instagram.com/joyceontheweb Linkedin.com/in/joyceontheweb

hNps://managewp.com/author/joyce-‐grace/ hNp://www.eleganNhemes.com/blog/author/

joyce-‐grace

Quick Recap:Content Strategy For

Smart SEO!

Panelist: Joyce Grace | @thoughtsofjoyce

Recap:!

!   Use your name, be you online! People want to do business and connect with people (you)!

!   Focus on keyword-based topics, but write naturally for your readers!

!   Write about solutions to your client’s and customer’s problems (FAQs & Case Studies)!

!   It’s not about you, it’s about THEM!

Recap:!

!   Google Trends and Industry hot spots are great for finding content ideas!

!   Write as often as your competitors (or more)!

!   Create awesome content for your site first!

!   People share content not sales pages!

!   Engage, comment, and converse!!

Content Driven SEO Using Page Content To Your Advantage

Define Yourself To Stand Out From The Crowd Make your list of search phrases first.

Meaningful Words and Phrases Include keywords and break information into chunks for headlines.

Default Twenty Fourteen Theme No extra SEO options in the default theme.

Tagging Your Content Use “alt” and “title” tags to let search engines see your content.

Media Edited For SEO Keyword rich phrases for title and alternative text.

Editing With “Add Media” On Page Another place to edit the Title and Alt Text.

Insert Link Title When Creating Links Use keywords and phrases to add a title.

Use The Text Editor To Add Alt Text A Title is better than nothing but Alt Text helps.

Evaluate Your Content Balance keywords, length and focus. Is it usable?

Quick Recap:Content Driven SEO

(On-Page SEO)!

Panelist: Heather Johnson

Recap:!

!   Define yourself/your site online, including the search phrases you’ll focus on!

!   Each page/post needs a unique HTML title!

!   Leverage headlines (H tags) for SEO and to make easier to scan!

!   Including Alt text (Alternate text) for images is a must for accessibility!

Recap:!

!   Images can also have titles added for further description (not same as alt text)!

!   Optimize links with anchor text and link title!

!   Evaluate your content. Look at length, keywords, focus, helpfulness!

This presentation can be found here: http://tinyurl.com/wordpress90

Connect With Me: Email: Michelle@CastilloMediaGroup.com LinkedIn Twitter Facebook ( Feel Free to Like us J ) Website: WpInsider.org

From search to purchase

1 •  Potential client looking for your services or products •  Your website shows on the search results

2 •  Potential client scans the search results •  Potential client decides to click and come visit

3 •  Website content does it’s magic and the visitor takes an action

Which one will you click on first?

Search results can take one of many formats

Rich Snippets driven by Micro data markup

How does your site look on the search results?

site:wpinsider.org

You can find out by typing site:<yourwebsite.com> into the Google search box

A not-‐that-‐great examples

site:romsesarchitects.com

Factors that impact the way the snippet looks like � Title tag & Meta description � Authorship markup � Publisher markup � Schema markup � Google mood of the day

Title Tags and meta descripIon Title Tag

Meta Description

WordPress SEO plugin – Post Level

Do not forget! -‐ Sevng Title and Meta DescripIon for your homepage

Claim your Authorship �  Set up your Google+ Account correctly and link it to your content. On the right-‐hand side of the Google+ profile page, you will see a place to add “Contributor To” links. Add a link to your website here.

� Connect the content of Your Website to Your Google+ Profile – Easy if you use WordPress SEO plugin

� Test: Google Rich Snippet Verification

Authorship -‐ Caveat � Google+ Authorship should only be used on blog posts and individually authored content on your website, and not on home pages

�  If you are using WordPress SEO plugin, you may have unintentionally broken this rule . The good news: he latest version of the plugin, removes the ability for website owners to setup authorship for their website’s homepage.

Publisher Markup Used to establish a link between a Google+ Page and a your website To add Publisher markup to your website, add the following to your home page: <link href="https://plus.google.com/{plusPageUrl}" rel="publisher" />

Publisher Markup for Local Business

Conclusion �  It is not enough the rank high on the search results. � You need to keep an eye on the way your site shows on search results.

If you want to learn more about the technical aspect you may download my eBook “8 Actions You Can Take RIGHT NOW to Optimize Your WordPress Website” here wpinsider.org/word-‐camp

( No opt-‐in required, will be available until July 31st )

Connect With Me: Email: Michelle@CastilloMediaGroup.com LinkedIn Twitter Facebook ( Feel Free to Like us J ) Website: : WpInsider.org

Quick Recap:How Your Site Looks

In The Search Results!

Panelist: Michelle Castillo | @MichelleCasti

Recap:!

!   Consumers search for solutions, review and compare results, then decide what to click!

!   Be the listing they want to click!

!   Leverage rich snippets through micro data markup to maximize search result page listing!

– HTML title & meta description, Google authorship, publisher, and schema markup!

Recap:!

!   Use WordPress SEO plugin by Yoast!

!   Don’t forget to set your home page HTML title and meta description!

!   High rankings no longer enough, listings must also look great and be helpful/compelling!

!   See how your site’s indexed pages look:!–  site:yourdomain.com!

PRESENTED BY Scott Eklund

Successful Video Marketing Strategies Using WordPress

Why Video?

High Return on Investment

Source: CopyPress - “2013 State of Content Marketing Study”

0 10 20 30 40 50 60 70

Motion Graphics

Illustrations

Buyers Guides

Infographics

Sales Copy

Interactive Media

Photos

White Papers

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