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Wordpress® SEO Success Search Engine Optimization for Your Wordpress Website Or Blog WordPress® SEO Success Search Engine Optimization for Your WordPress Website or Blog JACOB AULL 800 East 96th Street, Indianapolis, Indiana 46240 USA WordPress® SEO Success: Search Engine Optimization for Your WordPress Website Editor-in-Chief Greg Wiegand or Blog Executive Editor Copyright © 2014 by Que Publishing Rick Kughen All rights reserved. No part of this book shall be reproduced, stored in Development Editor a retrieval system, or transmitted by any means, electronic, mechani- William Abner cal, photocopying, recording, or otherwise, without written permis- sion from the publisher. No patent liability is assumed with respect to Technical Editor the use of the information contained herein. Although every precau- Rebecca Lieb tion has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any Managing Editor liability assumed for damages resulting from the use of the informa- Sandra Schroeder tion contained herein. Project Editor ISBN-13: 978-0-7897-5288-8 Seth Kerney ISBN-10: 0-7897-5288-3 Library of Congress Control Number: 2014937423 Copy Editor Barbara Hacha Printed in the United States of America Indexer First Printing May 2014 Tim Wright Trademarks Proofreader All terms mentioned in this book that are known to be trademarks Jess DeGabriele or service marks have been appropriately capitalized. Que Publishing cannot attest to the accuracy of this information. Use of a term in this Publishing Coordinator book should not be regarded as affecting the validity of any trademark Kristen Watterson or service mark. WordPress is trademarked by The WordPress Foundation. Book Designer Mark Shirar Warning and Disclaimer Compositor Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The Bumpy Design information provided is on an “as is” basis. The author and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Special Sales For information about buying this title in bulk quantities, or for special sales opportunities (which may include electronic versions; custom cover designs; and content particular to your business, train- ing goals, marketing focus, or branding interests), please contact our corporate sales department at [email protected] or (800) 382-3419. For government sales inquiries, please contact [email protected]. For questions about sales outside the U.S., please contact [email protected]. CONTENTS AT A GLANCE Introduction . 1 1 What Is SEO and Do I Really Need It? . 3 2 The Search Engines, WordPress, and SEO Tools . 23 3 A Strategic SEO Upfront Content Approach . 45 4 WordPress On-Page Architecture and Basic SEO Execution . 81 5 Real-World Blogging . .109 6 Hands-On SEO Execution (Website and Blog Builds Versus Post-Integration) . .129 7 Analytics for WordPress . .163 8 Social Media Connectivity . .191 9 Going Mobile and Local . .213 10 PPC and Advertising . .239 11 Bringing It All Together—Testing, SEO, PPC, Social and Mobile, and Analytics . .265 12 What’s Next? The Future of SEO and WordPress . .291 A WordPress Plug-ins . .319 B Support and Education: Forums, Accreditations, Associations, Seminars, and Tech Resources . .323 Glossary . .327 Index . .333 TABLE OF CONTENTS Introduction 1 Why a Book? . 1 SEO and the World Today . 2 1 What Is SEO and Do I Really Need It? 3 A Day in Your Life... 3 A (Brief) History of SEO . 4 What’s the Long Tail—and Just How Long Is It? . 5 Fifteen “WordPress SEO Success” Principles . 8 What Makes WordPress WordPress? . 11 Content Strategies and Keyword Search . 12 What Drives the Search Results You Receive? . 12 Attributes of Search Engine Results Listings . 16 The Backstory on Backlinks . 20 SEO Ethics and the Hats We Wear . 21 2 The Search Engines, WordPress, and SEO Tools 23 What’s the Word on WordPress? . 23 Is WordPress Better (or Easier) for SEO? . 25 SEO Approaches for Starting Your Business . 26 Integrating SEO During Test-Site Build . 32 Installing Temporary WordPress Sites . 32 Choosing Plug-ins for Customized WordPress Websites and Blogs . 38 Essential SEO Technologies, Tools, and Plug-ins for WordPress Sites . 40 SEO Comprehensive Management Plug-ins for WordPress . 42 3 A Strategic SEO Upfront Content Approach 45 Step 1. Conduct Digital Audits . 46 What Should You Check These Sites For? . 47 The Tools to Use for Your Audit . 51 What Should a Good Competitive Audit Look Like? . 53 Table of Contents v Step 2: Write Your Strategy Brief . 53 Compromises in Digital Planning . 55 Step 3: Identify and Research Your Keywords . 59 Step 4: Plan Network Architecture . 61 Step 5: Sitemapping . 64 Identifying the Different Roles of Web and Blogsites . 69 SEO Value and Authority-Based Architecture . 73 Step 6: Assessing Content and Keyword Relationships . 75 What To Do and What Not To Do for Web Content . 75 Associating Best Keywords to Web Pages or Blog Posts . 76 Step 7: Writing the SEO Page Forms . 77 The SEO Page Form Example . 77 4 WordPress On-Page Architecture and Basic SEO Execution 81 WordPress.com, WordPress.org—Which Way Do I Go? . 81 WordPress On-Page Architecture . 82 SEO and Low Value Pages . 82 WordPress On-Page Architecture Planning . 83 Social Sharing Options . 85 Social Follow Options . 86 RSS Feeds of Social Content . 86 Out-of-the-Box Blog Social Commenting by Users . 88 Architecting Widgets On-Page . 88 Links and Anchors . 90 Technical Aspects of WordPress.com and SEO . 91 SEO Basic Blog Checklist . 93 Submitting the Sitemap File . 96 SEO Ranking Checklist . 97 Search Engine Bot Barriers and Other No-Nos . 99 Multiblog Management . .103 WordPress Analytics . .105 WordPress.com Content Approaches . .106 Big-Picture Progression of SEO Goals and Achievements . .107 Give Me More. .108 vi WordPress SEO Success 5 Real-World Blogging 109 More on Blog and Page Architecture . .110 Structuring Blog Post URLs . .110 Why Blog? . .113 The How: Planning to Blog . .113 When and How Often? . .115 Shared Content Strategies . .116 Opportunities to Occupy More of the SERP with Social Media . .117 Blog Post/Content Recommendations . .117 Videos Por Favor! . .119 Podcasting . .120 Social Community Outreach . .120 Pages Versus Posts for SEO . .120 Pulling from the Kitchen Sink . .123 Google Accounts List . .124 About Vertical Search . ..
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