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WordPress Search Engine Optimization - Second Edition
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About This Book
A complete guide to dominating search engines with your WordPress siteAbout This Book• Everything you need to get your WordPress site to the top of search engines and bring thousands of new customers to your blog or business• Learn everything from keyword research and link building to customer conversions, in this complete guide• Packed with real-word examples to help get your site noticed on Google, Yahoo, and BingWho This Book Is ForThis book is for anyone who runs any of the over 90, 000, 000 WordPress installations throughout the world. If you can login to your WordPress website, you can implement most of the tips in this book without any coding experience.What You Will Learn• The elements that search engines use to rank websites—and how to optimize your site for premium placement• Harness social media sites to extend the reach of your site and gain more visitors• Discover the high-volume, high-value search phrases that customers use when searching for your products or services• Avoid dangerous black-hat optimization techniques and the people who advocate and purvey them• Build high-quality, high-value links from other websites to raise your rankings in search engines• Create optimized and engaging content that both search engines and readers will love• Avoid common SEO mistakes that can get your site penalized by search enginesIn DetailWordPress is a powerful platform for creating feature-rich and attractive websites but, with a little extra tweaking and effort, your WordPress site can dominate search engines and bring thousands of new customers to your business.WordPress Search Engine Optimization will show you the secrets that professional SEO companies use to take websites to the top of search results. You'll take your WordPress site to the next level; you'll brush aside even the stiffest competition with the advanced tutorials in this book.Style and approachThis is a practical, hands-on book based around sound SEO techniques specifically applied to WordPress. Each chapter starts with a brief overview of the important concepts then quickly moves into practical step-by-step actions you can take immediately. Throughout the book, you'll get clear instructions and detailed screenshots, so you can see exactly what to do each step of the way.
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Yes, you can access WordPress Search Engine Optimization - Second Edition by Michael David in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.
Information
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 T...
Table of contents
- WordPress Search Engine Optimization Second Edition