week 12 - search engine optimization

CA274 - Web Content Management Systems and

Strategy*

henri.makembe@montgomerycollege.edu

1. Class website ca274.beekeeperdev.com

2. Google Group – Use to ask questions and share findings

3. Bring USB with your template to class

4. No Class next week (work on your final project)

Week 11 - Recap

Final Project

Final Project

Final Project Requirements

Create a theme

•Can be a from scratch or child theme (only TwentyEleven and Twentyten can be parent themes)

•Must work on your class website

•Must have the following• 1 sidebar (5 points)• At least 2 widgets (5 points)• One custom post type (5 points)• At least two templates, i.e. single.php, page.php,

category.php (10 points)• 5 content pages (5 points)• Content page with video ( 5 points)

Final Project Requirements

Create a theme (cont.)

•Must use the following• WP menu functionality (5 points)• At least 2 of plugins (5 points)• Featured Thumbnail functionality (5 points)

•Due on 12/14. No option to turn-in late.

•Must-turn in zip file and receive confirmation from me.

•Free designs available at http://www.freecsstemplates.org/css-templates/

Search Engine Optimization (SEO)

Week 12

What is SEO?

SEO is the process of improving the volume and quality of traffic to website from search engine via “organic” search results.

Week 12

SEO 101

SEO is D-E-A-D!

F A L S F A L S

EE

SEO Myths: True or False?

F A L S F A L S

EE

SEO Myths: True or False?

SEO is Magic!

Anyone Can Do it!

T R U T R U

EE

SEO Myths: True or False?

SEO 101: Let’s Start with the Basics• Site Architecture

• Keywords & Meta Tags

• Content

• Links & Link Building

• SEO & WordPress Plug-ins

• Resources

• URL Structure• Cross-Linking• Sitemaps• Other Best Practices

Site Architecture Make it easy for search engines to crawl your site!

Do’s• Use Keywords• Keep it Short• Use Hyphens

Site Architecture: URL Structure

Don'ts• Session IDs• Duplicate URLs• Case Sensitive

Site Architecture: URL Structure

• http://grasshopper.com/800-numbers/

• http://www.discoverohio.com/visitors/map.asp

• http://mashable.com/2009/12/12/the-google-phone-cometh/

• http://www.example.com/?p=202

•http://www.newyorkmetro.com/fashion/fashionshows/2007/spring/ main/newyork/womenrunway/marcjacobs/ • http://news.cnet.com/8301-1035_3-10269459-94.html

• http://www.amazon.com/gp/product/0312571356?ie=UTF8&tag=oth8hou-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0312571356

Good:

Ehh:

How

• Use Keywords

• Page Topic

• Tell the User

• Don’t Overdo It

Site Architecture: Cross-Linking

Where

• Existing Pages

• Sitemaps/FAQs

• Blog Posts

• Footer

Good

Site Architecture: Cross-Linking Not so Good

• Make it easy for EVERYONE

• Text Based

• Logical Order

• Keep it Simple

• Add to Footer

• http://www.apple.com/sitemap/

Site Architecture: Sitemaps

• Help Your Friendly Neighborhood Spider

• XML Sitemaps are designed for search engines.

• Easy to Create, Easy to Submit• http://www.xml-sitemaps.com/

• Webmaster Tools• http://www.google.com/webmasters/sitemaps/login• http://siteexplorer.search.yahoo.com/ • http://www.bing.com/webmaster

Site Architecture: XML Sitemaps

Site Architecture: Best Practices• Keep Navigation Simple

• No Flash

• Images vs. Text

• Limit Redirects

• Use a Robots

• 404

“First learn stand, then learn fly”

• Keyword Research • Tools• Choosing Keywords• Writing Meta Tags

Keywords: Research & Selection Choose keywords that are right for YOUR site!

• #1 - Start a List

• Describe

• Industry

• Competitors

• PPC

Keywords: Research

apple laptopapple laptop dealsapple laptopsapple mac bookapple mac book proapple mac booksapple macbookapple macbook proapple macbooksapple note bookapple note booksapple notebookapple notebooksmacbook dealsblack macbook

black macbookscheap apple laptopcheap apple laptopscheap macbookcheap macbooksmac bookmac book laptopsmac booksmacbookmacbook dealmacbook dealsmacbook laptopmacbook promacbooks

• #2 – Check The Search Volume

• Free Tools:

• Google Keyword Tool

• Wordtracker Free Keyword Tool

• Keyword Discovery Free Tool

• Google Trends

Keywords: Research

Keywords: Research

• #3 – Choose Your Keywords

• Search Volume

• Be Relevant

• CEO Right≠

Meta Tags: Titles & Descriptions

Things to Know

1. Title tags ARE important

2. Meta Descriptions ARE important

3. Meta Keywords are….NOT?

Keywords: Meta Tags

Meta Description

• <170 characters

• Call to Action

• Easy to Read

Meta Tags: Writing Tips

Title tags

• < 65 characters

• 1-3 Keywords

• Brand Name

• Utilizing Keywords

• Users vs. Search Engines

• Types of Content

Content: Writing for Search Engines Quality content attracts users and search engines!

Where

• H1 Tags

• Current Content

• New Content

• Internal Links

Content: Writing for Search Engines Quality content attracts users and search engines!

How

• Product/Service Features

• News Stories

• FAQ

• Articles

• Blog Posts

• Backlinks & Rankings

• Getting Links

Links & Link Building Get people to talk about you!

Links: Where To Get Them

• Directories• Partners• Paid• Forums

• Articles• Social Media• Blogs• News

WordPress is SEO Friendly

•Many of features come pre-built in WP

•Many plug-in to help you

SEO & WordPress: Best Friends Make WordPress work for you!

ALL in One SEO Pack•http://semperfiwebdesign.com/portfolio/wordpress/wordpress-plugins/all-in-one-seo-pack/•Titles• Meta Keywords and Descriptions• More Tags

SEO WordPress Plug-ins Make WordPress work for you!

Redirection•http://urbangiraffe.com/plugins/redirection/•404 errors•301 redirections•Use it for all your redirection needs.

SEO WordPress Plug-ins Make WordPress work for you!

YARPP•http://mitcho.com/code/yarpp/•Yet Another Related Posts Plugin•Related posts based on tags, categories,•post content, etc.

SEO WordPress Plug-ins Make WordPress work for you!

SEO Friendly Images•http://www.prelovac.com/vladimir/wordpress-plugins/seo-friendly-images•Auto-magically optimize alt and title tags.

SEO WordPress Plug-ins Make WordPress work for you!

Clean SEO Slugs•http://wordpress.org/extend/plugins/clean-seo-slugs/•Auto-magically optimize your post slugs.

SEO WordPress Plug-ins Make WordPress work for you!

Google (XML) Sitemaps Generator for WordPress•http://www.arnebrachhold.de/projects/wordpress-plugins/google-xml-sitemaps-generator/•Auto generate sitemap every time your site is updated

SEO WordPress Plug-ins Make WordPress work for you!

• Sites• http://mashable.com/2009/03/20/wordpress-

seo-plugins/• http://www.seomoz.com • http://searchengineland.com• http://www.searchengineguide.com

• Checklists• http://www.webconfs.com/15-minute-seo.php

• http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo

• http://articles.sitepoint.com/article/ultimate-seo-checklist

SEO Resources Get more info and start SEO-ing!

• Sources http://www.slideshare.net/SKSDesigns/seo-

for-wordpress-4428917

http://www.slideshare.net/jdevalk/wordpress-seo-optimisation-presentation

http://www.slideshare.net/HubSpot/seo-101-search-engine-optimization-basics-hubspot

http://www.slideshare.net/Prunderground/the-basics-5467956

http://www.slideshare.net/Casieg/wordcamp-boston-2010-seo-101

SEO Resources Get more info and start SEO-ing!

PRACTICE

Week 12

InstallWordPress(10 Minutes)

Week 11

HomeworkWork final project

Week 12 - Homework