SEO Fundamentals F or Your - PowerPoint Presentation

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Uploaded On 2018-11-07

SEO Fundamentals F or Your - PPT Presentation

WordPress Site Michael Black SEOMike SEO Fundamentals Keyword Research Title Tag Optimization Description Tag Optimization Mobile Friendliness Site Speed Measure SEO Fundamentals Keywords ID: 719673

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SEO Fundamentals For Your WordPress Site

Michael Black, SEOMikeSlide2

SEO FundamentalsKeyword ResearchTitle Tag Optimization

Description Tag Optimization

Mobile Friendliness

Site Speed

MeasureSlide3

SEO Fundamentals: KeywordsKnow how your customers search for your product or service

Don’t guess what people search

Check competing websites for the words they use

Use the free Google AdWords Keyword Tool

Use Ubersuggest.orgSlide4

SEO Fundamentals: KeywordsSlide5

SEO Fundamentals: KeywordsSlide6

SEO Fundamentals: KeywordsDifferences in spelling can mean different resultsSlide7
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Title Tag OptimizationWhen properly formatted and optimized, your title tag is likely to display as the blue link in Google when your site appears in the search results.

Length is important so your tag doesn’t get truncated. You have about 70 characters, including spaces, to say what you want.

70 characters is a guideline. The width actually comes down to 512 characters. You can get more “I”s than you can “O”s.

A strong title tag will increase your organic

clickthrough

rate.

Google uses your title tag as a ranking factor.Slide13

Description Tag OptimizationWhen properly formatted and optimized, your

description

tag is likely to display as the

two-line blurb below your link

in Google when your site appears in the search results

Description tags will also be truncated if they are too long. Since a description tag is two lines long, you get about 155 characters.

The available length will vary because Google might include a date or something else along with your description tag.A strong description tag will increase your organic clickthrough

rate.

Google does not use your description tag as a ranking factor.Slide14

Title & Description Tag ExampleInclude a keyword in the beginning of your title and description.

Clear communication of relevance to query (target keyword).

Clear communication of call to action.

Fits the character limitations.Slide15

Title & Description OptimizationYour title and description needs to stand out so you have a better chance of getting a click than your competition.

Google is also your competition.

Google’s parent company Alphabet made $27.77 billion in Q3. They didn’t make a dime on organic clicks.Slide16

According to

StatCounter

, 1366 x 768 is the most popular desktop screen resolutionSlide17

34 of the 38 links above the fold keep the user on Google. 29 links above the fold make Google money. Four links go to an organic result.Slide18

Mobile FriendlinessA site that works well on a mobile device is no longer a luxury.

Over 60% of Google searches happen on a mobile device.

Google has been maintaining a separate set of results skewed to favor sites that are mobile friendly.

Google has been pushing for mobile friendly design since about 2010.

Mobile friendly means responsive design.Slide19

Google’s Mobile-First IndexGoogle is moving to a mobile-first index in

2018.

Google is already testing the mobile-first index.

This

is the first time I’ve seen Google test such a drastic change during the holiday shopping season.

Google’s mobile-first index will be the biggest change in their 19 year history.Slide20

Mobile FriendlinessSlide21

Mobile FriendlinessSlide22

Site SpeedGoogle prefers sites that load quickly.

Site speed will have a more dramatic impact on desktop rankings than ever before because of the mobile-first index.

Google prefers sites that load in two seconds or less.

If your site speed is eight seconds or more, your speed becomes a big factor in ranking and can lead to a page two or three suppression of your result.

We’ll talk more about site speed in a bit…Slide23

HTTPSLast month Google began showing “Not secure” warnings for sites that do not use HTTPS in their Chrome browser.

In October, Chrome was the #1 browser for mobile and desktop users.

On pages that take input from a user in a form, including a search box, Google will “fly out” a “Not secure” warning in the browser bar when a user begins to enter information into a form’s field.

Google’s warning is invasive enough to kill conversions on non-secure forms.Slide24

HTTPSSlide25

Measure: Google AnalyticsGoogle Analytics is a free tool that measures traffic on your website.

Setup is free at analtyics.google.com

If you work with an agency, do not give them your main login. Setup manger access for them.

Google tracks users through a small

javascript

. Google tracks a crazy amount of information about user interaction.

Google probably knows more about you than the government.

You must include certain language in your privacy policy if you use GA.Slide26

Measure: Google AnalyticsWho is your audience?

Where do they come from?

When do they come?

What do they do?

What leads to an exit?

What leads to a conversion?

What pages have high bounce rates?Slide27

Measure: Google AnalyticsSlide28

Measure: Google Analytics Slide29

Measure: Google Analytics Slide30

Measure: Google Analytics Slide31

Measure: Google AnalyticsSlide32

Measure: Google AnalyticsSlide33

Measure: Google AnalyticsSlide34

Measure: Google AnalyticsSlide35

Measure: Google Search ConsoleGoogle Search Console is a free tool for webmasters.

There is no code to implement.

Google records the information anyway, you might as well use it!

All you have to do is sign up!Slide36

Measure: Google Search ConsoleCheck for crawl errors

Fetch and Render

Submit a sitemapSlide37
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SEO for WordPressSelecting a Theme

WordPress

Settings

Plugins

WordPress

Speed ConsiderationsSlide43

Selecting a ThemeThere are a ton of WordPress

themes available both paid and free.

Check

WordPress

’ list of free themes and you might find one you like for free.

Some free themes are only free for personal use, not commercial use.

Test the examples provided to see if they are mobile friendly.

Make sure the developer has been around a while. You want them to continue to support your theme.Slide44

Selecting a ThemeSlide45

WordPress SettingsMake sure search bots can access your site. Do not check this box.Slide46

WordPress SettingsUse friendly URLsSlide47

WordPress SettingsUse friendly URLsSlide48

WordPress SettingsDefine www or non-wwwSlide49

WordPress SettingsAuto-close comments to prevent spam (found under “Discussion”).Slide50

WordPress SettingsRequire manual approval of comments to prevent spamSlide51

Plugins for SEOYoast is the most popular SEO plugin for

WordPress

by a long way.

All in One SEO Pack is a good alternative if you don’t like

Yoast

SEO Manager for

WordPress is another alternative to Yoast.Site Speed is important to SEO. W3Total Cache works in most hosting environments.

Consider minification plugins but beware they often require coding abilities to troubleshoot.Slide52

Plugins: YoastYoast

is the most popular SEO plugin with over 1 million active installs.

Yoast

extends your ability to control your pages by making it possible to specify page-level title and description tags. Slide53

Plugins: YoastYoast

provides simple optimization by offering a configuration wizard which can be found on

Yoast’s

dashboard.Slide54

Plugins: YoastBe sure to fill in your homepage’s title and description tag.Slide55

Plugins: YoastSet or adjust the default title and meta tag for posts.Slide56

Plugins: YoastMake sure “Meta Robots” is set to “index”.Slide57

Plugins: YoastEnable XML Sitemaps and submit the main sitemap to Google via Google Search Console.Slide58

Plugins: YoastUse

Yoast’s

file editor to make sure your sitemap.xml file is linked in your robots.txt. This does not happen by default.Slide59

Plugins: Yoast

Use

Yoast’s

file editor to make sure you sitemap.xml file is linked in your robots.txt. This does not happen by default.

Sitemap: https://www.seomike.com/sitemap_index.xmlSlide60

Plugins: YoastExclude pages from your sitemap that you don’t really need, like your “thank you” page.Slide61

Plugins: YoastSlide62

Plugins: YoastSlide63

Plugins: W3 Total Cache

WARNING!!

W3 Total Cache might not work with your hosting environment.

Some settings will jack up your site badly if done incorrectly.

It’s possible to jack up

-admin access and prevent you from accessing your site.

If you don’t think you can disable W3 Total Cache via FTP (and remove its cache files), this plugin might not be for you.If you break your site, don’t blame me.

When in doubt, hire it out!Slide64

Plugins: W3 Total CacheSlide65

Plugins: W3 Total CacheSlide66

Plugins: W3 Total CacheSlide67

Plugins: W3 Total CacheSlide68

Plugins: W3 Total CacheIf you make a change and it doesn’t show on your page, empty your cache.Slide69

Plugins: MonsterInsightsSlide70

Plugins: MonsterInsightsSlide71

WordPress SpeedSite speed has been important to Google as far back as 2008.

Google has been using site speed as a ranking indicator since 2010.

Use Webpagetest.org to diagnose your site’s speed.Slide72

WordPress SpeedSlide73

WordPress Speed

Webpagetest.orgSlide74

WordPress SpeedSlide75

WordPress SpeedSlide76

WordPress Speed

The long purple line is a 1.3mb image file.

Right-size your images!Slide77

WordPress Speed

You can speed your site by using DNS

prefetches

and

preconnects

DNS stands for Domain Name System.

DNS tells your computer where a resource lives.DNS lookups take time and the request must wait for a response.DNS prefetching allows a browser to make DNS requests before the resource is needed.DNS prefetching can shave seconds off of your load time.

DNS prefetching is very low-hanging fruit.

WordPress

prefetches

some things by default, but you should add more!Slide78

WordPress Speed

DNS Prefetching is cool!Slide79

WordPress SpeedDNS Prefetching allows the browser to perform DNS lookups in the background, before they are needed.

<link

rel

dns-prefetch

href

="//fonts.googleapis.com">Slide80