WordCamp 2016
Take the Yoast SEO Plugin to the Next Level
@McCormickDavid
David McCormick Senior Marketing Strategist
@McCormickDavid
Yoast SEO Plugin is AWESOME
If you’re not using it,Start Today
Great SEO starting point
Robust
Yoast blog is great resource
Great support
What is SEO?
SEOis
not Voodoo
SEO is not Sorcery
SEO is Based on Data
SEO is Understanding User Demand
Providing The right thing To the right people At the right time In the right way
SEO is
“f-ing kwrd!”
Keyword is not a 4-letter word
Think About, Refer To,
Search For
How users
what you have to offer
Connect with your audience
Google’s Knowledge Graph is amazing
Google’s goal = helping Google
Change comes too quickly SEO must be strategic
2 Greatest Obstacles
Today’s Focus:
Page Titles Meta Descriptions Open Graph Page Copy Headings Multiple Keyword Focus Meta Robots
Page Title: What is it?
Page Title: Yoast SEO
• MUST use focus keyword!
• Put Keyword towards front
• Do not keyword stuff
Page Title: Next Level
The single most important on-page SEO element
• Goal: to get the click. (just like PPC ad)
• Include benefits to the customer
• Communicate your brand
• Be specific, descriptive, and relevant
Write like an ad
Page Title: Results
• Increase search visibility• Increase click through• Decrease bounce rate• Increase conversions/revenue
Meta Desc.: What is it?
Affect click through rates (CTR) from the SERPsCTR directly affects rankings in the long-term
Meta descriptions ARE important to rankings
Meta Desc.: Yoast SEO• 135 - 150 characters
• Write like a miniature ad
• Avoid “we”. Use “you!” (Write for the user)
• Use keywords. Put primary keyword toward the front.
• Goal is not perfect grammar
Meta Desc.: Next Level
WTF!?
Meta Desc.: Next Level
Meta Desc.: Next Level
Put keywords in first sentence of paragraph below the heading
Meta Desc.: Results
• Increase search visibility• Increase click-through• Decrease bounce rate• Increase conversions/revenue
Open Graph: What is it?
og:image
og:title
og:description
IS NOTOrganic Search
Social Sharing
Open Graph: Yoast SEO
• Keyword-rich content
• Title:
• 55-60 characters (at the moment)
• Best when specific
Open Graph: Next Level
• Longer descriptions = more opportunity
• Keep to 250 to be safe
• Minimum image size: 200 x 200 pixels
• Best size is 1200 x 630 pixels
• Use all possible tags
Open Graph: Results• Increase social shares• Increase traffic to site• Increase brand affinity
Page Copy: What is it?Demand-Driven Content
Page Copy: Next LevelEach page should:
• Have unique messaging
• Focus on one keyword theme. (exception is home page)
• Stand by itself without relying on other pages.
Every page is a possible landing page
Page Copy: Next Level
• Get to the point quickly
• Grab user’s attention early
• Make scannable
• Deliver primary message in the first paragraph
• Keep paragraphs short
Write for humans, not search engines.
Page Copy: Results
Better, Stronger, FasterImpact depends on the page’s purpose
<h1>Chocolate Donuts from Mary’s Bakery</h1><p>text</p>
<h2>Types of Chocolate Donuts</h2><p>text</p>
<h3>Chocolaty Frosted Donuts</h3><p>text</p><h3>Chocolate Donuts with Sprinkles</h3><p>text</p>
Headings: What is it?
Headings: Yoast SEO
• One H1 tag per page
• H1 headline is first thing people see
• Include primary keyword
• Do NOT make page titles and H1s the same
Headings: Next Level• Use meaningful headings (not clever ones)
• One clear idea per paragraph
• 7 words or less
• Stay true to page structure hierarchy
• Make it scannable
Headings: Results• Increase search visibility • Improve user experience• Improve page performance
Multiple Keyword Focus
Multiple Keyword FocusYoast SEO
Multiple Keyword FocusYoast SEO
DO NOT stuff keywords
Next LevelMultiple Keyword Focus
Before After
Next LevelMultiple Keyword Focus
Meta Robots: Yoast SEOIndex?Follow?
Categories & Tags
noindex to prevent dilution / confusion
Meta Robots: Yoast SEO
Include:
• Internal search results
• Paginated pages
• Blog archives
• Query parameter-based URLs
• Paid search landing pages
• “Thanks you” pages
Meta Robots: Next Level
• Don’t include files needed for render
• Use “noindex,nofollow” on page before adding to robots.txt file
Meta Robots: Next Level
Robots.txt File
• Clean implementation• Easier site maintenance• Faster crawls of new content
Meta Robots: Results
Page Titles - Write like an ad Meta Descriptions - First sentence under heading Open Graph - Don’t forget audience Page Copy - Start with takeaway Headings - Meaningful, not clever Multi Kywrd Focus - Need hierarchy Meta Robots - Use a robots.txt file
Take the Yoast SEO Plugin to the Next Level
David McCormick Senior Marketing Strategist
@McCormickDavid
Thank you…Questions?
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