week 12 - search engine optimization
DESCRIPTION
TRANSCRIPT
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