Opis: WordPress SEO Success - Jacob Aull

WordPress(R) SEO Success Search Engine Optimization for Your WordPress Website or Blog Hands-on, up-to-the-minute SEO techniques specifically for WordPress users! WordPress gives you amazingly powerful SEO tools: this hands-on guide will help you make the most of them! Written specifically for WordPress users, this guide covers all you need: built-in WordPress capabilities, third-party plugins, well-integrated web resources, and more. Whether you manage a large-scale site or a personal blog, Jacob Aull will help you integrate SEO into all you do, from strategy through optimization of existing content. New to SEO? Already do it for a living? Either way, WordPress SEO Success will help you drive the traffic you want--and the value you need! * Build a complete SEO strategy--and a content plan that aligns with it * Choose the best WordPress SEO tools and plugins for your needs * Uncover quick, powerful ways to improve your site * Identify and research keywords far more effectively * Reflect SEO in architecture via site mapping and marketing funnels * Sensibly manage the inevitable tradeoffs of optimization * Improve SEO even if you're running a free WordPress.com blog * Leverage content themes and keyword-driven blogging techniques * Optimize "blog-meets-website" and "multiple blogs+sites" deployments * Strengthen your rankings by intelligently using social media * Optimize your sites for smartphones and tablets * Measure performance via free analytics--including mobile analytics * Integrate organic SEO with paid advertising * Avoid today's worst SEO blunders Jacob Aull, principal of Zen Fires Digital Marketing, has been in Internet marketing since the label existed. He began doing web design and branding in the late '90s as an agency partner. While transitioning deeper into online and search marketing, he earned an M.S. in marketing from Georgia State's Robinson College of Business in 2009. There he customized his own degree program, executing an independent capstone thesis on social media marketing. In 2010, the university asked him to write and teach its first course on social media marketing, which he continues today. Aull edited Prentice Hall's first social media marketing textbook, and wrote its accompanying instructor's manual. He co-founded and chaired the Atlanta Interactive Marketing Association Social Media SIG, and speaks widely on social and search marketing.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 WordPress.com Stats ...179 Google Webmaster Tools ...183 Managing Multiple Website Accounts Within Google Analytics ...186 Additional Analytics Options ...186 Shortened URLs ...188 Mobile Analytics ...189 Server-Side Analytics ...189 Final Thoughts on Expanded Measurement ...189 8 Social Media Connectivity 191 Long-Term Social Media Trends ...192 How Do Specific, Major Social Channels Impact SEO? ...195 The Power of Social Reputation ...200 Plug-ins, Widgets, and More Plug-ins! ...200 Outside Social Site Usage with WordPress ...205 Wheel-and-Spoke Strategy ...207 The Social Media Plan ...209 Pros and Cons of Social Media in SEO ...210 Get It Goin' On ...210 9 Going Mobile and Local 213 Where's the Web? ...213 Display Trends ...215 The WordPress Mobile App ...216 Mobile Sites or Mobile Apps? ...217 Responsive Design and Architecture ...219 Mobile Site SEO ...221 Mobile Site Testing ...223 A Checklist for Mobile Website QA Testing ...224 Mobile Analytics ...224 QR Codes...226 Vertical Local Results in the SERP ...228 Local Business SEO with Apps and Directories ...230 Daily Deals Sites and Apps ...235 Bringing It All Home ...236 10 PPC and Advertising 239 The Power of Paid ...240 Advantages and Objectives for Online Advertising ...240 Here's the Alphabet Soup ...244 Online Advertising Models and Uses ...244 Research for Advertising ...246 PPC Meets SEO Research ...247 Strategic Research and Planning ...248 Competitive SWOTs ...248 SMART Goals ...249 Social Media Advertising Options ...249 Inputs to Plan and Identify for Your Online Ad Campaign ...250 The Digital Target Persona ...252 Monitoring and Measurement ...252 Where Metrics Meet Marketing Objectives ...255 Going Deeper with Advertising Measurement ...257 Steps of Execution for Your Online Advertising Campaign ...258 Landing Page Hub Approaches ...258 Testing 1-2 ...259 How Can I Have Advertising on my WordPress Site? ...261 Plug-ins to Manage Placed Ads on Your WordPress Site ...262 It's a Wrap ...263 11 Bringing It All Together-Testing, SEO, PPC, Social and Mobile, and Analytics 265 The Digital Model ...266 Putting It All Together ...266 Media Beyond Search?...266 Errors and Additional Integrations ...267 Getting Centered ...268 Don't Forget Your Funnel ...269 Overall Search Strategies ...272 More on Search Marketing Strategies ...276 Reputation Management-Planning for Reviews ...276 Drip Marketing and Marketing Automation ...277 Round Pegs, Square Holes ...278 Customer Life Cycle ...278 The Viral "Plan"? ...279 The Strategy of Speed ...279 Budgeting ...279 Backlink Strategies ...280 Testy, Testy...280 Potential Control Test Variables ...281 Comparing Big Pictures ...282 How Does Your Best Audience Use Search? ...282 Search Marketing on the Next Level ...283 The Real Power of Multiple Media on the SERP ...283 Content Marketing Strategy ...286 Content Forms for Digital...286 Online Audience Optimization (OAO) ...287 The Changing Changes ...287 Oh Yeah, What About WordPress? ...288 The Total Package ...288 It's All About Priorities and Focus, Right? ...289 12 What's Next? The Future of SEO and WordPress 291 SEO Next Steps ...291 Be My Fortune Teller ...292 Semantic Search ...294 The Ongoing Role of Social Media ...296 Video Content and SEO ...300 Content and Collaboration ...301 More on Local ...302 Going Google ...306 Augment Your Reality ...311 The Mobile Tomorrow ...311 The Future of WordPress ...313 Finally...317 A WordPress Plug-ins 319 B Support and Education: Forums, Accreditations, Associations, Seminars, and Tech Resources 323 Glossary 327 Index 333

Szczegóły: WordPress SEO Success - Jacob Aull

Tytuł: WordPress SEO Success
Autor: Jacob Aull
Producent: Que Corporation,U.S.
ISBN: 9780789752888
Rok produkcji: 2014
Ilość stron: 368
Oprawa: Miękka
Waga: 0.49 kg

Recenzje: WordPress SEO Success - Jacob Aull