WordPress Search Engine Optimization



Chapter 1: Getting Started – SEO Basics 1
Introducing SEO 2
Improving your rank on all search engines 3
Exploring the changing nature of search engines 4
Understanding a search engine’s inner workings 5
Preparing the index 5
Querying the index 6
Exploring on-page search ranking factors 6
Weighing search factors 7
Understanding the search algorithm 8
Ranking factor – body content 8
Serious ranking power – title tags and meta tags 9
Making perfect title tags 10
Using heading tags (h1, h2, h3) 12
Optimizing code quality and load speed 13
Menus, internal navigation, and link structure 13
Image filenames and alt tags 15
Text attributes – bold, italics, and underline 16
Ranking factor – high page count 16
Fodder for search engines – fresh content 18
Using the subtle power of outbound links 19
Understanding off-page ranking factors 19
Links are the power 19
Creating natural links 20
Avoiding over-optimization 20
Converting visitors to customers – the third spoke of SEO 21
Creating conversion-based websites 23
Summary 24

Chapter 2: Optimizing WordPress for SEO 25
Setting goals for your business and website and getting inspiration 26
Analyzing your audience 26
Determining the goal of your website 27
Following the leaders 29
Gauging competition in the search market 30
Knowing what WordPress already does for your SEO 32
Understanding WordPress’ economical architecture 33
Building large sites quickly with WordPress 34
Earning respect with search engines 34
Leveraging WordPress’ blogging capabilities 34
Displaying RSS feeds 35
Finding your RSS feed 35
Promoting your RSS feed 36
Automatically creating descriptive URLs with WordPress permalinks 36
Creating reliable and text-based navigation 37
Engaging visitors with built-in collaboration, contribution,
and community building 38
Employing user roles to get your team involved 39
Improving ranking with user comments 39
Using update services 42
Understanding what WordPress doesn’t do for your SEO 42
Tackling duplicate content within WordPress 42
Overcoming landing page customization limitations 44
Understanding the limitations of page-by-page navigation 45
Summary 46
Chapter 3: Researching and Working with Keywords 47
Building your site’s foundation with keyword research 48
Understanding relevance and the effect of short tail and long tail
keywords 49
Examining user intent through keywords 49
Developing a powerful long tail search strategy 51
Researching keyword search volume with online keyword tools 51
Google’s Adwords Keyword Planner 52
Spotting keyword popularity patterns with Google Trends 55
Keyword discovery with Google Suggest and Ubersuggest 57
Identifying and developing your initial keyword profile 58
Creating your keyword matrix 58
Calculating relevance scores for keywords 59
Gathering keywords – thinking about your customer’s (imperfect) intent 60
Building keyword lists with common qualifiers 61


What this book covers
Chapter 1, Getting Started – SEO Basics, covers the basics of SEO from start to finish,
introducing topics such as on-page ranking factors, how search engines work, and
link building.
Chapter 2, Optimizing WordPress for SEO, helps align your SEO strategy with the
WordPress platform and solidify your plan. You’ll need to set realistic goals and
timelines for your business or website through educated investigation and analysis.
Proper and thorough planning will ensure that you’ll succeed even in competitive
search markets.
Chapter 3, Researching and Working with Keywords, begins by building a keyword list
based on what you have to offer consumers. We’ll examine whether it’s wiser to
focus on a few high-value terms or to build a broader keyword list and rank for a
wide variety of phrases. You’ll learn how to group the keywords into manageable
groups and how to leverage the grouped keywords for maximum SEO benefit.
Chapter 4, Understanding Technical Optimization, covers how to take what you’ve
learned about keyword research and implement a ranking strategy. You’ll learn
how to build a perfect web page: a web page where all the elements work together to
achieve maximum ranking power. You will also learn how to craft a domain name
that is well-poised to rank for primary keywords. We will examine how to create an
effective WordPress permalink structure.
Chapter 5, Creating Optimized and Engaging Content, shows you how to better engage
visitors with your content. You’ll learn how to write effective titles and headlines—
how to grab readers’ attention from the start.
Chapter 6, Link Building, covers some general topics in link building such as how and
where to get links. You’ll learn about PageRank, Google’s trademarked and patented
process to count the inbound votes that we receive as links from other websites.
Chapter 7, Using Social Media, shows you how to harness social media in order to
promote your company or website and supplement your search strategy.
Chapter 8, Avoiding the Black Hat Techniques, takes you on a tour through the seedy
side of SEOs. We’ll examine a wide range of black and gray hat techniques—and
why it is imperative that you avoid them.
Chapter 9, Avoiding SEO Mistakes, examines the errors in keyword research that
can lead to ranking trouble in the future. We will look at the complex challenges
surrounding site architecture and some common mistakes that webmasters make.