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WordPress SEO Strategy WordCamp Raleigh

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SEO Strategy for WordPress Websites & Blogs WordCamp Raleigh 2014 Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | [email protected] | @jakeaull
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Page 1: WordPress SEO Strategy WordCamp Raleigh

SEO Strategy for WordPress Websites & Blogs

WordCamp Raleigh 2014

Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 2: WordPress SEO Strategy WordCamp Raleigh

SEO Strategy for WordPress Websites & Blogs

Find the following presentation & others referenced here on www.slideshare.net/jakeaull

Jake Aull has written WordPress SEO Success for Pearson Prentice-Hall – their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.

Page 3: WordPress SEO Strategy WordCamp Raleigh

!  T.O.C. !  Digital Marketing & SEO Objectives

!  SEO Strategy & Plan !  Architecture & Linking

!  Social Media !  SEO Stages of Execution !  SEO Details – Breakdown of Stages

!  Review

Intro…

Page 4: WordPress SEO Strategy WordCamp Raleigh

Questions & Planning

Jake Aull

Page 5: WordPress SEO Strategy WordCamp Raleigh

!  One big happy/dysfunctional family? !  Digital research

!  Technical/code integrations !  Content planning/writing

!  Off-site implementations (i.e., backlinks) !  Social media integrations !  Location directories and profiles

!  “Making Google Happy”

What’s SEO & How Does it Apply to You?

Page 6: WordPress SEO Strategy WordCamp Raleigh

!  Goals? !  SEO !  Marketing/digital !  Content/social

!  Strategy !  Tactical

implementations !  Content channels

integrations

!  Analytics !  Proving goals results

Driving Questions

Page 7: WordPress SEO Strategy WordCamp Raleigh

!  Nature of WordPress site !  Brochureware

!  eCommerce !  Blog/magazine

!  Forum/social site !  Mobile !  **(Note: Plenty more website types in the book WordPress SEO Success)

Driving Questions

Page 8: WordPress SEO Strategy WordCamp Raleigh

Digital Marketing & SEO Objectives

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 9: WordPress SEO Strategy WordCamp Raleigh

-  Page rank

-  Top/first page results goals

-  PPC and first-page real estate

-  Competitive

-  Suppress bad reviews

-  Local SEO

-  First-time search or new site

-  Social Media Optimization

SEO (& PPC) Objectives

Page 10: WordPress SEO Strategy WordCamp Raleigh
Page 11: WordPress SEO Strategy WordCamp Raleigh

SEO Stages of Execution

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 12: WordPress SEO Strategy WordCamp Raleigh

!  Strategy & Discovery !  Keyword Analysis & discovery !  Marketing strategic alignment !  SEO plan !  Keyword/copywriting plan

!  Implementation & Programming !  Coding keywords & tags !  Robot.txt file !  Search engine integrations !  Analytics integrations & auto-reporting !  Geo-local integrations !  Google Images, video, etc.

The Stages of SEO

Page 13: WordPress SEO Strategy WordCamp Raleigh

!  Off-site Activities !  Local directories set-up

!  Submission to social sites & social search engines !  Articles & PR publishing

!  Obtaining links

!  Ongoing Maintainance !  SEO new content !  Reviewing analytics

The Stages of SEO

Page 14: WordPress SEO Strategy WordCamp Raleigh

SEO Strategy & Plan

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 15: WordPress SEO Strategy WordCamp Raleigh
Page 16: WordPress SEO Strategy WordCamp Raleigh

!  PROBLEMS TO SOLVE:

!  BENEFITS:

!  Why should customers visit our site or buy our product?

!  WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? !  Tone of copy:

!  MARKETING/DIGITAL STRATEGY: !  Existing:

!  Proposed:

!  POSITIONING STATEMENT OR USP:

Keyword Discovery & Content Strategy

Page 17: WordPress SEO Strategy WordCamp Raleigh

!  TARGET AUDIENCE: !  CURRENT TARGET CUSTOMER BELIEF !  CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR !  DESIRED FUTURE CUSTOMER BELIEF !  DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR

!  WHY SHOULD CUSTOMER BEHAVE THIS WAY?

!  TARGET CUSTOMER INSIGHT:

!  KEYWORDS: !  Previous website & competitor keywords

!  Client list

!  Post-analysis recommendations

Customer Targeting & Journey

Page 18: WordPress SEO Strategy WordCamp Raleigh

SEO & Site Architecture

WordCamp Raleigh 2014

Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 19: WordPress SEO Strategy WordCamp Raleigh

SEO  Sitemap  guide  for  20-­‐25pg  website   Home  

        |                                  

|       |   |   |   |   |   |  

main  naviga,on   Floor  Services   Success  Stories   Who  We  Serve   About  Acme  Floor   Floorwork  Photos   Contact   News  &  Blog  

|   |   |   |   |   |   |  

Hardwood   Floor  Case  Studies   Commercial  Floors   Hardwood Experts Hardwood Photos Direc,ons   Press  

|   |   |   |   |   |  

Home  Carpet   Tes,monials   Home  Flooring   Carpet Experts Carpet Images Decor  Blog  

|   |   |   |  

Office  Floors   Decor  Partners   Mission/vision Business Floors

(footer  menu):   Home  

-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

-­‐-­‐   Legal?  

LEGEND:                                      

    Box  item    =  menu/sub  menu  item  

   

    Do.ed  box    =  possible,  future  menu  item?  

   

    Green  &/or  italic  text    =  Descripter  text  not  going  on  website  

   

   

Page 20: WordPress SEO Strategy WordCamp Raleigh

Site architecture planning

•  Plan your website upfront for keyword-driven pages

•  The power of the Footer navigation

•  Linking throughout the site: •  It sounds cumbersome, but plan links through

every page and blog post of your site if possible. When you write up your sitemap, plan which pages you want to link to the next, and so on and so on.

•  Link planning doesn’t require a long list of links on your website’s pages! •  Target a primary link (maybe 2 or 3)

to show, and push web users continually through your site.

Page 21: WordPress SEO Strategy WordCamp Raleigh

Site architecture planning

•  Blog/news: •  This can especially work for the

blog section of your site – you can continually link to/from those posts to distribute link juice.

•  Mobile sites •  Nav/architecture

•  Most important content (keyword-focused)

Page 22: WordPress SEO Strategy WordCamp Raleigh

!  Link Building: !  Quality and relevance over quantity !  Press release/white paper placement !  Local SEO !  (Never buy links!!!

And note that too much, or bad, link building will hurt you! Be careful)

!  Brand-side SEO simplified !  Copywriters who know your industry best !  Keyword evaluation !  Monitoring !  Sharing/link building

Off-Site Links & Brand-Owned

Page 23: WordPress SEO Strategy WordCamp Raleigh

!  Inbound web links (a.k.a. backlinks and referrals) are helpful. Here's why: !  They increase paths to the target – more ways and

places for visitors to find the site.

!  They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines).

!  Good ones do help search rankings.

Inbound & Social Links for SEO

Page 24: WordPress SEO Strategy WordCamp Raleigh

!  Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics).

!  They also can be alternate drivers to lead-gen pages.

!  They get shared among web users and multiplicity of network effects occurs.

Inbound & Social Links for SEO

Page 25: WordPress SEO Strategy WordCamp Raleigh

Relational Relevant Links

•  What Google looks for: •  Do the sites and links relate

to each other?

•  Are the directories relevant?

•  Vertical (industry nice) vs. locational relevance •  Local channels are very beneficial. •  Even if you are an eCommerce, if you have a location

I would still consider optimizing location-based profiles. Because Google loves Google+Local. And Bing loves Bing Local and Yahoo!Local.

•  And have you ever searched for any businesses or products, only to see Yelp and YP listings on first page of results? They’re there – use them if you can.

Page 26: WordPress SEO Strategy WordCamp Raleigh

*Link Addendum !  *Want to know more about Link Strategies? Did you

know what Anchor Text is? Did you know to no longer make anchor text keyword rich? If you want more, see my recent webinar hosted by SEMrush on SEO Link Strategies & Anchor Text, or see my sources: ow.ly/DK7oq

Page 27: WordPress SEO Strategy WordCamp Raleigh

SEO Plan Inputs

WordCamp Raleigh 2014

Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 28: WordPress SEO Strategy WordCamp Raleigh

!  Resources !  Personnel

!  Roles !  Content sources

!  Sites/Technology in-place

!  Keyword Research

Plan Inputs

Page 29: WordPress SEO Strategy WordCamp Raleigh

!  Depth for Execution !  Amount of pages/content

!  Non-Text Opportunities !  Image

!  Video

!  Audio

!  Social integrations

!  Plugins !  Mobile

Plan Inputs

Page 30: WordPress SEO Strategy WordCamp Raleigh

!  How much do you actually know?

!  How much time do you have?

!  How many people are helping?

!  Will you break the site &/or Google?

Know Your Limits

Page 31: WordPress SEO Strategy WordCamp Raleigh

!  Technology: !  Google AdWords Keyword Research Tool (best data) !  Bing Webmaster Tools !  Other keyword/SEO research tools such as SEMrush

(good spy data) and KeywordSpy (easy, but less accurate data)

!  Competitive analysis/keywords !  Competitors !  Industry thought-leaders/bloggers !  Comparable industry digital marketing leaders !  Organic, PPC and social

Keyword Research Inputs

Page 32: WordPress SEO Strategy WordCamp Raleigh

!  Your website historical analytics !  Past organic keywords

!  Favorite pages of your site !  Blog categories/tags

!  Your past PPC performance !  (even if flawed)

!  Your social media top clicks/likes/shares

Keyword Research Inputs

Page 33: WordPress SEO Strategy WordCamp Raleigh

Content Strategy & SEO Process

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 34: WordPress SEO Strategy WordCamp Raleigh

The importance of good Keyword drivers

•  Good copywriting is vital – and can be used in conjunction with good keywords! •  Copywriting can be built on primary keywords for a

page/post. •  Find the junction of readability, SEO, copy hooks and

website usability

•  Link bait: •  Good writing intrigues readers

to read on and share your link

•  CTAs: •  You need good calls-to-action –

ensure your reader takes the next step and links to where you drive them!* *(for more see the aforementioned webinar)

Page 35: WordPress SEO Strategy WordCamp Raleigh

!  Web page titles and relevant copy (semantic content) !  You can search for your blog phrase in search engine…

!  Web writing with keywords !  Writing for audience or writing for search engines? !  Tone and positiveness !  No stealth blogging

!  Clickstream and customer journey !  Why Blog?

!  “Blogging” for both search engines and purchase decisions !  Social media content and relevance†

†(for more on this, see my WordCamp Atlanta 2014 presentation on Social Media Uses for WordPress Sites)

Writing & Keywords

Page 36: WordPress SEO Strategy WordCamp Raleigh

SEO Web Page Plan

Page 37: WordPress SEO Strategy WordCamp Raleigh

Strategic content managers

•  The emphasis on content, and link, quality has helped drive the new generation of “content managers.”

•  Whether using social media, copywriting, video or SEO technology, content to meet digital marketing goals is the strategy.

•  And today, it’s a strategy more of quality than quantity – for Google and for social media engagement.

•  So today we want “link engagement;” backlinks from social engagement strategies, relevant content and referral sites – everything we’ve discussed here.† †(for more on this, see my WordCamp Atlanta 2014 presentation on Social Media Uses for WordPress Sites)

Page 38: WordPress SEO Strategy WordCamp Raleigh

SEO Details – Breakdown of Stages

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 39: WordPress SEO Strategy WordCamp Raleigh

!  Content/Inputs:

!  Client measurement assessment

!  SEO goals discovery

!  Client-provided keywords assessed

!  Content/keyword analysis of past client site

!  Keyword research, analysis and comparison

!  Tools:

!  Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage, Open Site Explorer

!  .xls report downloads, aggregated spreadsheets

!  Reports/Outputs:

!  Competitor ranking report

!  Backlinks

!  Keyword effectiveness index/ranking reports

!  Head and long-tail keyword weighting for optimal keywords/phrases

!  KPIs and measurement plan

!  SEO/keyword plans

Keyword Discovery & Optimization

Page 40: WordPress SEO Strategy WordCamp Raleigh

!  Site Integrations & Submissions: !  Search engine submissions and verifications (Google, Bing,

Yahoo!) !  Additional search engine tools implementations (e.g.,

Google Webmaster tools, Google Analytics)

!  Analytics: !  KPI plan integration !  Keyword monitoring

set-up (e.g., Google Alerts, SocialMention)

!  Google analytics set-up !  Website auto reports

set-up

Website Submissions & Analytics Implementations

Page 41: WordPress SEO Strategy WordCamp Raleigh

!  Robots.txt file creation/upload !  Sitemap.xml file created for search engines !  Maps/geo-local website tools integrations

!  Website SEO implementation: !  title

!  meta description

!  meta keywords

!  H1s/H2s (headlines)

!  text editing

!  Anchor links

!  Image alt tags

SEO Website Development/Programming Aspects

Page 42: WordPress SEO Strategy WordCamp Raleigh

Example: Does Meta Description matter?

Company 3 has a confusing meta description – your first intro to the website.

Zen Fires Digital Marketing | [email protected]

Page 43: WordPress SEO Strategy WordCamp Raleigh

SEO Lead-Gen Funnel Analytics

Page 44: WordPress SEO Strategy WordCamp Raleigh

Review & Questions?

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull

Page 45: WordPress SEO Strategy WordCamp Raleigh

!  Why is it important to identify and align marketing and SEO objectives?

!  Importance of Architecture & Linking

!  How to form SEO Strategy & Plan

!  What are the major stages of SEO execution?

!  Find this presentation & others referenced here on www.slideshare.net/jakeaull

Review of Topics

Page 46: WordPress SEO Strategy WordCamp Raleigh

Questions? Find this presentation & others referenced here on www.slideshare.net/jakeaull

Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 20 years marketing, branding and digital experience in Atlanta. He takes a strategic digital marketing and usability approach to web analysis and search marketing. He has a Masters of Science degree in Marketing from Georgia State University where he did a thesis research project on social media marketing.

Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.

Page 47: WordPress SEO Strategy WordCamp Raleigh

Thank You!

Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding

404.259.5550 | ZenFires.com | [email protected] | @jakeaull


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