August 24th, 2016

#wpewebinar

Ask Questions as We Go

Please use the “Questions”pane throughout the webinar

Slides and recording will be made available shortly after the webinar

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What you’ll learn:

❖ Plugins for on-page SEO optimization❖ Hacks for: using structured data, optimizing

images, responsive sites, and affiliate marketing

❖ How to monitor for issues and optimization opportunities

❖ Why page speed matters and how to improve❖ Tips to preserve SEO value during redesigns

and site migrations #wpewebinar

Introducing the Experts

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Jon Henshaw Co-founder & PresidentRaven Internet Marketing Tools@RavenJon@RavenTools

❖ Used to be a psychotherapist

❖ Won state championship in water polo

❖ Was hit by a car and survived

❖ Lived in the dark ages before the Internet

David Vogelpohl VP Web StrategyWP Engine@davidvmc@wpengine

❖ First WordPress post was about Panama invading Europe & it was true

❖ Grew up a few miles from where Matt Mullenweg grew up

❖ Can make a custom URL shortener with WordPress in <15 minutes

Bonding in Times Square

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On-Page SEO for WordPress SitesSpeed and coding optimizations that can help you rank above your

competition

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Jon Henshaw@RavenJon

Yoast SEO Plugin

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● Titles● META

Descriptions● Open Graph● XML Sitemaps

Themes

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The fully search engine optimized pre-fab theme is a

unicorn

Themes

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The only way to guarantee a fully optimized site is to create the theme

yourself*

*or to hack up a pre-fab theme and skip the theme updates

Themes

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I personally useand recommendZurb Foundation

raven.link/foundation

Themes

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FoundationPress WordPress Starter

Theme

raven.link/fpress

Coding

SEO Coding Tips

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Semantic HTML

Use semantic HTML elements to

communicate context to search

engines

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Semantic HTML

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Ad

Navigation

CSS & Speed

Make less calls by including CSS in the HEAD area

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JS & Speed

Put ALL of your JavaScript at

the end of the page except for

GTM

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Code Insert Plugin

Easiest way to insert CSS and JS without altering templates

Header Footer pluginraven.link/headfoot

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Structured Data

Add Schema.org structured data using JSON-LD to explicitly

communicate meaning to search

engines and enhance search results.

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Structured Data

I recommend1. Content Type (Article, BlogPost)2. Breadcrumbs

Schema.org JSON-LD Tools and Plugins

raven.link/schema#wpewebinar

Accelerated Mobile Pages (AMP)

AMP strips out all of the unnecessary code and delivers

content almost instantly to mobile devices

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Accelerated Mobile Pages (AMP)

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Normal AMP

Accelerated Mobile Pages (AMP)

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Google SERP Google Hosted

Accelerated Mobile Pages (AMP)

WordPress plugin by Automattic

does all of the heavy liftingraven.link/amp

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Image Optimization

Optimizing images can greatly increase the

speed of a site

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Image Optimization

Compress images using ImageOptim

for Mac or a Windows

equivalent#wpewebinar

Image Optimization

EWWW Image Optimizer plugin for

WordPress automatically

compresses your images

raven.link/imgoptwp#wpewebinar

Use SRCSET to display alternate images that are optimized for different screens

and devices

Image Optimization

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Image Optimization

Each image in the SRCSET can have ascreen width and/or resolution specified

<img src="/img/screens.png" srcset="/img/screens.png 360w 1x,

/img/screens2x.png 360w 2x" alt="Site Auditor">

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You can also display completely different images for a better UX on different

screen sizes

Image Optimization

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Image Optimization

SRCSET Responsive Images for WordPress plugin

raven.link/srcsetwp

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Monitoring

No matter what you do, there will be things you’ve missed and parts of your site that will

break

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Monitoring

Use Google Search Console (aka Webmaster Tools) to monitor for page and indexing

errors

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Monitoring

Use a site auditing tool to find the problems and automatically monitor for new ones

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● Broken Links● Broken Images● Missing Attributes● Non-optimized Titles and

META● Speed Issues● 20+ other checks

Monitoring

raven.link/siteaudit#wpewebinar

Site Auditor

11 Must-Follow SEO Migration TipsHow to not mess up SEO when changing a website

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David Vogelpohl@davidvmc

1. Know when you need an SEO migration plan

Deploying sub domainsNew domain namesChanging sitemaps

Changing serversCMS MigrationsChanging hosts

Redesigns

2. Set your DNS “time-to-live” to ~0

3. Have a rollback plan

4. Hide the version of the site you don’t want Google to see

Password protect

No-indexRobots.txt

5. Unhide new site when it’s time to launch.. seriously

6. Do a full SEO review of the new site

Make sure your new site has had a full SEO

review

7. Migrate meta titles/descriptions & alt tags

Everyone wants to make their old site better, but the old site is the one that

ranks!

8. Changing your URL structure, don’t.

“Unless you don’t have to change your URL

structure”- Sane People

9. If you have to change, try to use a wildcard 301

#wpewebinar @davidmc

If you can’t use wildcards, get ready for pain

“The most annoying job on the Internet”

10. Page-by-page redirect mapping

Page Audit Google Sheet wpeng.in/301auditMeta Title

(Page Name)Meta

Description H1 URLTop

Traffic Source

Pageviews (last 30 days) Kill Page Keep

PageRedirect Page to:

Redirect H1

Redirect Title

Redirect Description

Sample: Old Product Page

About our old product.

Old Product /old-product Internal 10,000 x /new-product-

name

Sample: Home Page

This is the home page.

Home Page / Google 100,000 x

11. What pages even matter to redirect?

#wpewebinar @davidmc

Top landing pages from Google Organicwpeng.in/organic-landing-pages

Top landing pages from all sourceswpeng.in/all-landing-pages

1. Know when you need a plan2. Set your DNS “time-to-live” to ~03. Have a rollback plan4. Hide staging / old versions of sites5. Unhide new site to launch6. Do a full SEO review of the new site7. Migrate meta titles/descriptions & alt tag8. Changing your URL structure, don’t.9. If you have to change, try to use a wildcard 30110.Page-by-page redirect mapping11.What pages even matter to redirect?

11 Must-Follow SEO Migration Tips

#wpewebinar @davidmc

Q&A

Use the “Questions” pane

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