Wordpress 3 Search Engine Optimization电子书

WordPress 3 Search Engine Optimization

Table of Contents

WordPress 3 Search Engine Optimization

Credits

Foreword

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

Errata

Piracy

Questions

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 working

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

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. Customizing WordPress Settings 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, 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 limitations on 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

Developing a powerful long tail search strategy

Researching keyword search volume with online keyword tools

Google's SKtool

SEO Book's free keyword tool

Google Insights

Online keyword tool: Wordtracker's free keyword tool

Identifying and developing your keywords

Gathering keywords: Thinking about your customer's (imperfect) intent

Generating keyword ideas with online tools

Generating alternative keyword ideas with Google Sets

Generating alternative keywords with SEOTools Keyword Suggestion Scraper and Google Suggest

Building keyword lists with common qualifiers

Analyzing customers' search behavior

Building keyword lists with location names

Learning how customers engage in local search

Applying long tail theory to local search

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

Spotting seasonal keyword patterns with Google Trends

Tuning your list: Negative keywords

Grouping keywords into families

Finding new keywords

Eyeing the competition

Finding new keywords with Google Analytics

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 permalink structure

Highly customized permalinks

Optimizing your Page/Post titles and title tags

Page/Post titles processing in WordPress

Crafting title tags

Crafting Page/Post titles

Configuring WordPress to generate meta descriptions

Best practices for meta descriptions

Crafting meta descriptions

A dying HTML element: meta keyword tags

Optimizing your body content

Best practices for optimizing body content

Keyword density in body content

Case Study: Keyword density test of master pages

Optimizing heading tags

Optimizing WordPress templates

Improving rankings with optimized images

Inserting images and optimizing image properties in WordPress

Manipulating image sizes to speed up website load times

The ultimate WordPress robots.txt file

Optimizing with the XML Sitemaps plugin for WordPress

SEO power tool: Google Webmaster Central

Summary

5. Creating Optimized and Engaging Content

Engaging visitors with your content

Writing effective titles and headlines

Using WordPress tags

Creating keyword-rich 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

Distinguishing between dofollow versus nofollow links

Understanding nofollow links

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

Site-wide links and footer links

Repetitive links from common IP addresses

How to measure your inbound links

Measuring inbound links with Yahoo! Site Explorer

Measuring inbound links with Google

Measuring inbound links with online tools

Measuring inbound links with paid tools

Getting links through link directories

Finding valuable link directories

Building links with super directories: Yahoo! directory and DMOZ

Building links with article submission sites and directories

The best article directories

Setting up accounts with Ezine Articles and Squidoo

Ezine Articles

Squidoo

Link building by commenting on blogs and forums

Blog commenting

Comment for good, not for evil

Forum commenting and signatures

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

NxE's 50 most influential bloggers

Fast lane the slide

The CMO's guide to the social media landscape

Summary

7. Using Social Media

What is a search engine?

Going viral with social media

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

Choosing between a Facebook page and 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

Using the Birthday Reminder application

Adding an RSS feed to your page or profile

Using Facebook Ads

Linking your external website to Facebook

Building a Facebook landing page

Step 1: Add the static Facebook master language application

Step 2: Configure your new company Profile tab

Step 3: Make your landing page your default home page

Step 4: Add great content to your landing page

Automating Facebook updates with FacePress II

Going viral with the Share on Facebook plugin (and several others)

Automating twitter posts with Tweet This

Promoting your business or blog with YouTube

Using YouTube as a hosting and delivery platform

Using video delivery alternatives to embedded YouTube video

Employing YouTube as a search engine

Promoting products and services on YouTube

Summary

8. Avoiding the 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

Requesting reconsideration following a Google penalty

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-optimizing to improve ranking

Over-optimizing of on-page factors: Guidelines

Over-optimizing of inbound links: Guidelines

Jumping the gun

Using free hosted domains

Forgetting verification tools

Ignoring local directory listings

Always assigning as many categories as possible

Getting reviews

Uploading pictures

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

Google Webmaster Tools

Checking your website's code with an HTML Validator

Checking your inbound link count with Yahoo! Site Explorer

Monitoring ranking positions and movement with Rank Tracker

Monitoring backlinks with majestic SEO

Summary

A. WordPress SEO Plugins

All in One SEO Pack

Dagon Design Form Mailer

Duplicate Post

Broken Link Checker

Automatic SEO Links

Google XML Sitemaps

HeadSpace2 SEO

Robots Meta

SEO Blogroll

SEO Smart Links

Open in New Window

Dean's Permalinks Migration

SEO Friendly Images

I Love Social Bookmarking

WP Super Cache

SEO slugs

Future Posts Calendar

Smart 404

WPtouch

Contact Form 7

Smart YouTube

WP e-Commerce

Wickett Twitter Widget

Share and Follow

Yet Another Related Posts Plugin

Facebook like button

Quick AdSense

B. Other SEO Resources

Online forums

Warrior Forum

Digital Point forum

The Keyword Academy

SEO Chat forums

SEO.com forums

Google Webmaster Tools

Google AdSense

Google AdWords

Google Alerts

Google Merchant Center

Google Checkout

Other helpful SEO tools

Copyscape

Pingdom Site Speed Checker

HubSpot's Website Grader

Flippa

SEOmoz

Search Engine Journal

Search Engine Roundtable

Blogging Labs

ProBlogger

WebProNews

David Mihm's Local Search Ranking Factors

My Blog Guest

Keyword Strategy

Index