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WordPress SEO Success: Search Engine Optimization for Your WordPress Website or Blog [Paperback]

Jacob Aull

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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

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

 

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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125

Blog, Blog, Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128

 

6 Hands-On SEO Execution (Website and Blog Builds Versus Post-Integration) 129

SEO Checklist for Full Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .130

 Make Your Site Speedy! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131

Before Installs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132

Expanded List of Search Engine Bot Barriers and Other No-Nos . . . . . . . . . . .. . . . .133

Hands-On Execution for Specific Plug-ins . . . . . . . . . . . . . . . . . . .136

 All-In-One SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .136

 Yoast WordPress SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .148

 SEO Ultimate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .154

 Linking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158

 For Your 404s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .160

The Final Plug on SEO Plug-ins . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162

 

7 Analytics for WordPress 163

Number 1 = You Win? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164

The Terms of Your Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164

Immediate Upfront Measurements . . . . . . . . . . . . . . . . . . . . . . . . . . .168

 Types of Results to Look For . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169

Social Content and Variety on the SERP . . . . . . . . . . . . . . . . . . . . .171

 Psychographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171

Keywords and Rank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172

Caught Up in Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174

Identifying Referrals and Backlinks . . . . . . . . . . . . . . . . . . . . . . . . . . .175

 Just Ping Me . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177

Which Tools Do You Need for Best Analytics? . . . . . . . . . . . . . .178

 Jetpack and Wo...

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