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WordPress Search Engine Optimization Second Edition
Table of Contents
WordPress Search Engine Optimization Second Edition
Credits
About the Author
About the Reviewers
www.PacktPub.com
Support files, eBooks, discount offers, and more
Why subscribe?
Free access for Packt account holders
Preface
What this book covers
What you need for this book
Who this book is for
Conventions
Reader feedback
Customer support
Downloading the color images of this book
Errata
Piracy
1. Getting Started – SEO Basics
Introducing SEO
Improving your rank on all search engines
Exploring the changing nature of search engines
Understanding a search engine's inner workings
Preparing the index
Querying the index
Exploring on-page search ranking factors
Weighing search factors
Understanding the search algorithm
Ranking factor – body content
Serious ranking power – title tags and meta tags
Making perfect title tags
Using heading tags (h1, h2, h3)
Optimizing code quality and load speed
Menus, internal navigation, and link structure
Image filenames and alt tags
Text attributes – bold, italics, and underline
Ranking factor – high page count
Fodder for search engines – fresh content
Using the subtle power of outbound links
Understanding off-page ranking factors
Links are the power
Creating natural links
Avoiding over-optimization
Converting visitors to customers – the third spoke of SEO
Creating conversion-based websites
Summary
2. Optimizing WordPress for SEO
Setting goals for your business and website and getting inspiration
Analyzing your audience
Determining the goal of your website
Following the leaders
Gauging competition in the search market
Knowing what WordPress already does for your SEO
Understanding WordPress' economical architecture
Building large sites quickly with WordPress
Earning respect with search engines
Leveraging WordPress' blogging capabilities
Displaying RSS feeds
Finding your RSS feed
Promoting your RSS feed
Automatically creating descriptive URLs with WordPress permalinks
Creating reliable and text-based navigation
Engaging visitors with built-in collaboration, contribution, and community building
Employing user roles to get your team involved
Improving ranking with user comments
Using update services
Understanding what WordPress doesn't do for your SEO
Tackling duplicate content within WordPress
Overcoming landing page customization limitations
Understanding the limitations of page-by-page navigation
Summary
3. Researching and Working with Keywords
Building your site's foundation with keyword research
Understanding relevance and the effect of short tail and long tail keywords
Examining user intent through keywords
Developing a powerful long tail search strategy
Researching keyword search volume with online keyword tools
Google's Adwords Keyword Planner
Spotting keyword popularity patterns with Google Trends
Keyword discovery with Google Suggest and Ubersuggest
Identifying and developing your initial keyword profile
Creating your keyword matrix
Calculating relevance scores for keywords
Gathering keywords – thinking about your customer's (imperfect) intent
Building keyword lists with common qualifiers
Employing the human touch in keyword research
Analyzing customer's search behavior
Building keyword lists with location names
Learning how customers engage in local search
Applying long tail theory to local search
Building local pages the right way
Following the people, following the money
Tuning and honing your keyword list
Prioritizing keywords
Building first, second, and third tier keywords
Accounting for seasonal trends
Tuning your list – negative keywords
Grouping keywords into families
Finding new keywords
Eyeing the competition
Finding new keywords with Google AdWords
Summary
4. Understanding Technical Optimization
Choosing a keyword-rich domain name
Buying/acquiring domain names
Hyphens and extra characters in domain names
Creating an effective WordPress permalink structure
Highly customized permalinks
Optimizing your Page/Post titles and title tags
Page/Post title processing in WordPress
Crafting title tags
Creating perfectly-sized title tags
Crafting Page/Post titles
Optimizing meta tags
Configuring WordPress to generate meta descriptions
Best practices for meta descriptions
Leveraging your meta descriptions to draw clicks
Crafting meta descriptions
A dead HTML element – meta keyword tags
Optimizing your body content
Best practices for optimizing body content
Keyword density in body content
Optimizing heading tags
Optimizing WordPress templates
Generating page headlines manually
Improving rankings with optimized images
Inserting images and optimizing image properties in WordPress
Setting image alignment and link settings
Making speedy edits to image properties
Manipulating image sizes to speed up website load times
The ultimate WordPress robots.txt file
Fighting bad bots with help from Wikipedia
Optimizing with the XML Sitemaps plugin for WordPress
SEO power tool – Google Webmasters
Optimizing your site with Google Webmasters
Summary
5. Creating Optimized and Engaging Content
Engaging visitors with your content
Thinking like a television chef
Writing effective titles and headlines
Transcending bland, keyword-rich titles
Organizing your content with WordPress tags
Creating keyword-aware content
Keeping it natural
Avoiding automated content plugins
Writing for your audience
Thinking about a searcher's intent
Providing quality information
Writing to get results
Developing your writing style
Narrative styles
Structuring your content using taxonomy and hierarchy
Using WordPress categories
Managing your categories with plugins
Advanced Category Excluder
Multi Column Category List plugin
My Category Order
Fold Category List
Hiring a writer
Where to hire content writers
Summary
6. Link Building
Understanding the importance of backlinks
The mathematics and operation of PageRank
The PageRank damping factor
PageRank is shared among outbound links
Learning to discount PageRank
Understanding trust as a ranking principle
Understanding the importance of website category
Distinguishing between dofollow and nofollow links
Understanding nofollow links
How to implement or identify a nofollow link
Avoiding and identifying nofollow links
The diminishing universe of followed links
Making use of nofollow links
PageRank – summary and conclusion
Authority links – what they are and why you want them
Link anchor text
How anchor text appears in HTML code
Site-wide links and footer links
Repetitive links from common IP addresses
How to measure your inbound links
Measuring inbound links with Bing Webmaster
Measuring inbound links with Google
Measuring inbound links with online tools
Securing links through link directories
Building links with super directories – BOTW and DMOZ
Building links with mid-tier general directories
Building links with niche directories
Building links with regional directories
Building links with article submission sites and directories
Building links with infographics
Developing your infographic
Promoting your infographic
Understanding the quid pro quo of infographics
Setting up your infographic home
Including a Facebook-Ready Thumbnail
Promoting your infographic by making it searchable
Promoting through social media
Promoting through infographic/visual graphic directories
Using Specialized Searches to Find Bloggers and Webmasters
Link building by commenting on blogs and forums
Commenting on blogs
Commenting for good, not for evil
Building links through direct link requests
Asking for links from the sites in your niche
Telling webmasters why they should link to you
Requesting links from vendors
Reciprocal linking – is it dead?
Building links by creating link bait
Resource lists
Sharing a humorous story or article
Writing about current events
Writing something controversial
Interviewing an expert
Giving something away
Testing something
Developing How-to Information
Creating video content
Creating quizzes
Using a catchy title
Examples of effective link bait
Fashionista's 20 Most Influential Personal Style Bloggers
Fast lane—the slide
Summary
7. Using Social Media
What is a search engine?
Going viral with social media
Learning to build your personal authority
If your business has a map listing, Google+ activity is vital
Make friends
Post photos, then share
Use Google Maps to get directions to your business
Don't go crazy doing one thing
Review lots of things
Activity engenders activity
There really is no bad activity, just have fun
Favorite stuff/star stuff
Using LinkedIn to promote your business or website
Microblogging with Twitter for business
Employing Twitter for your business
How to get people to follow you on Twitter
Using Twitterfeed to automatically update your followers of new blog posts
Top tips for using Twitter for business
Using Twitter to promote your business
Using social bookmarking sites to promote your business
Getting started with social bookmarking
Choosing a social bookmarking site
Beginning with social bookmarking sites
Promoting your website through social bookmarking sites
Timing is important
Your ranking matters
Submit a catchy headline or title
Remember to choose an appropriate social bookmarking site for your business
Remember that social bookmarking websites are communities
Leveraging Facebook for a business or blog
Using Facebook to promote a new or existing business or blog
Utilizing the full potential of Facebook
Using a Facebook business page to promote your business or blog
Using a Facebook group to promote your business or blog
Sharing content and connecting with others on Facebook – useful features and applications
Joining groups
Increasing your circle of friends
Updating your status often
Posting wall comments
Adding an RSS feed to your page or profile
Using Facebook Ads
Linking your external website to Facebook
Automating Facebook updates with NextScripts' Social Networks Auto-Poster
Going viral with Facebook sharing plugins
Encouraging sharing on Pinterest and photo sharing sites
Encouraging Twitter posts and the Tweet This plugin
Taking social media too far
Promoting your business or blog with YouTube
Using YouTube as a hosting and delivery platform
Using video delivery alternatives to embedded YouTube videos
Employing YouTube as a search engine
Video success story – Will it Blend?
Promoting products and services on YouTube
Summary
8. Avoiding Black Hat Techniques
Typical black hat techniques
Hidden text on web pages
Spider detection, cloaking, redirection, and doorway pages
Linking to bad neighborhoods and link farms
Google Webmaster Guidelines
Google Webmaster Guidelines in a nutshell
When Google detects violations of its guidelines
Diagnosing a Google ranking ban, penalty, or filter
Understanding a Google ban
Diagnosing a total or partial ban
PageRank adjustment/PageRank penalty
Diagnosing a PageRank penalty
The -950 ranking penalty
How to diagnose a -950 ranking penalty
The -30/-40 ranking penalty
Diagnosing a -30/-40 penalty
False positives that aren't penalties
Clearing a Google penalty
Abandoning your existing domain and starting over
Cleaning your site and requesting reconsideration following a Google penalty
Step 1 – Sign up and verify with Google Webmaster Tools
Step 2 – Clean your site
Step 3 – Requesting reconsideration
Step 4 – Drafting the reconsideration message
Step 5 – Wait
Avoiding black hat techniques and purveyors who promote them
The standard black hat scam – Link exchange
The standard black hat scam – Website submission service
The standard black hat scam – Offshore link building
The standard black hat scam – Autoblogging
Summary
9. Avoiding SEO Mistakes
Pursuing the wrong keywords
Poor internal anchor text
Flash, JavaScript, image links, and other non-readable content
Poor site architecture
Expert site architecture with manual links and PageRank sculpting
Over-optimization
Over-optimizing of on-page factors – Guidelines
Over-optimizing inbound links – Guidelines
Jumping the gun and the sandbox
Using free hosted domains
Forgetting verification tools
Ignoring local directory listings
Always assigning as many categories as possible
Getting reviews
Uploading pictures to your local listings
Completing all optional fields
Making multiple entries for multiple locations
Writing a compelling business description with keywords
Paying for clicks when you rank organically
Leaving stray pages in Google's index
Failing to produce fresh new content
Summary
10. Testing Your Site and Monitoring Your Progress
Google Analytics
Setting up Google Analytics for your website
Using Google Analytics
Understanding key analytics reports
Setting up automated analytics reports
Google Webmasters/Search Console
Understanding your website's search queries
Checking your website's code with a HTML Validator
Checking your inbound link count with Bing Webmaster
Monitoring ranking positions and movement with Rank Tracker
Monitoring backlinks with Majestic SEO
Summary
A. WordPress SEO Plugins
All in One SEO Pack
Yoast SEO
Gravity Forms Contact Form Mailer
Contact Form 7
Duplicate Post
Broken Link Checker
Google XML Sitemaps
Akismet
Wordfence
WP Super Cache
WPtouch
WooCommerce
Yet Another Related Posts Plugin
FooBox HTML & Media Lightbox
B. Other SEO Resources
Online forums
The Warrior Forum
The Digital Point forum
SEO Chat forums
Google's tools for website owners
Google AdSense
Google AdWords
Google Alerts
Google Merchant Center
Other helpful SEO tools
Copyscape
The Pingdom Site Speed Checker
HubSpot's Website Grader
Flippa
SEOmoz/Moz
Search Engine Journal
Search Engine Roundtable
ProBlogger
WebProNews
David Mihm's Local Search Ranking Factors
Index
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