Section Three: Step Fifteen

SEO

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SEO

SEO means Search Engine Optimization. That simply means making your site friendly to the search engines such as Google, Bing and Yahoo. The more they like your site, the closer to the top it will be when people search for you keywords.

We’ve already dealt with a lot of this subject in previous sessions, so much of this will be a review, but it is something that you should spend time considering more than once in your online career. It is so important that we have not only covered it briefly in several previous sessions, we are splitting it into two sessions on its own. This week, basic SEO and Page Rank and next week we’ll deal with Link Building.

The Rules Keep Changing!

You may have heard people all over the net saying it’s impossible to keep up with SEO because the rules keep changing. Google, especially, likes to “adjust” how it calculates where you should be placed in the search engines. This is true to a point, but the basics have never changed.

What has changed is that a lot of people over the years have found ways to “game” or cheat the system to make their pages move up more quickly than other, possibly more relevant pages. However, Google’s main purpose is to give the best result for a search, not reward the person who figured out the game and used it to their advantage.

Therefore, they will always be good at figuring out the tactics that people are using to cheat and will change their programing to thwart what they consider the bad guys. In a nod to the old cowboy movies, these tactics are often called “black-hat” for the really sneaky “bad guy” tactics or “gray-hat” for only sort of sneaky tactics. We always want to be “white-hat”. It may not be as powerful in the short term, but will keep us safe and secure in the long term.

Now let’s look at it from a different perspective…

How Google Sees It

Contrary to what a lot of marketer say, especially when they have just had all their hard work putting all that gray-hat SEO stuff in place and Google figured it out, Google is not out to get us and does not hate Internet marketers. Quite the contrary, actually. However, they are not in the business of making it easy for us, the web site owners. They are in the business of giving the best results for people who do the searches. That’s their job. It’s why people use them and how they make their money.

The word the search engines like to use is “relevance”. If your site, or a page on your site, is relevant to what people are searching for, Google loves that and the chances of the search engines liking it go up. If it isn’t relevant, they will figure that out, no matter how hard you’ve worked to fool them. This has always been the case and always will be the case.

Because of this, it is important to have pages and sites that really do have the information people want. Once you’ve done that, the work you do to increase your SEO will help you. If you haven’t done that, no amount of SEO tricks will do any good in the long term.

Okay, now that we have some understanding of why the rules seem to change and are sure we have good information on our sties, let’s look at how to tweak our pages to help the search engines find us so they can let other people know we’re there.

The first idea to think about isn’t a new subject, but it is still very important…

Keywords

Keywords always have been, are still, and always will be, the most important part of SEO. Keywords (and keyword phrases), as we discussed in several previous lessons,are what people put in the search box to find the information they’re looking for.

We’ve already done a lot of keyword research, when we chose our domain name, when we started writing our posts and when we wrote our articles. Let’s look at it in a bit more detail, however. Your site may be designed to be relevant to one set of keywords, but the information you will have in your posts and pages will sometimes be exactly that and sometimes only related to that. For example, if your site is for beginning golfers, in your research you would have found out that there are 40,500 monthly searches for Golf for Beginners. You purchased a domain name with the phrase “GolfForBeginners” in it and your posts have been directed toward that specific group of people.

However, some of the information you want to give out will have to do with the clubs to use, how to use them, the differences between balls, between different types of course, etc. These are all relevant to beginning golfers, but have very different sets of keyword phrases.

It is time to do more keyword research. (Don’t spend too much time on this. Don’t use it as an excuse to not post new entries!) Remember, the site to look up how many people are searching for specific things is:

https://adwords.google.com/select/KeywordToolExternal

So go there and type in what you want to write about. “Best Golf Clubs for Beginners” gets 4,400 searches, which isn’t bad, but we can probably do better. “What clubs are in a golf set” gets 60,000 searches and “Golf putters” gets 40,000. Either would be a great subject for a post. And that’s just on a quick search, without digging much deeper.

So write your post. Make sure the title has the phrase in it. Also, make sure the first paragraph has the phrase in it. If this is truly what your post is about, that won’t be hard and it won’t be “stuffing” keywords, which Google doesn’t much like. (That means putting the phrase in so many times that your post doesn’t really make sense anymore.)

Some people try to stuff several keyword phrases into a post. Don’t do this. Just optimize it for one, or, if you really have to, two of them.

The final thing to do, after you’ve loaded your post into WordPress and put the title in (but before you’ve published it), is to edit the permalink. Here’s how to do that. It’s really easy:

In WordPress, right under the place where you enter the title of the post or page, it lists the Permalink that the has been automatically been assigned. On the right hand side of that is a button called “Edit”.

You guessed it, click on “Edit”.

It will open up a little box where the post title is, all in lower case, with dashes between the words. Take out all the word in that except the keyword phrase you are using. Make sure you keep the dashes between words. Then click “Okay”. The permalink will now be just your keyword phrase, which will be very friendly to the search engines.

This is not an immediate process. Just because you have written a very relevant post with the keyword in the title, the permalink and the first paragraph, the search engines will still take their time finding you. There are ways to speed this up a bit. Next week we’ll talk about the most powerful one, which is the proper use of back links.

For now, though, lay your ground work by making your posts be relevant to what people are searching for.

Now, let’s look at some…

SEO Tools for WordPress

There are two main plugins that you can use to assist you with your WordPress SEO. The one that most people use is called All-In-One SEO Pack. It is a very basic tool, and is easy to configure. You can find it here:

http://wordpress.org/extend/plugins/all-in-one-seo-pack/

Once you install it, it is fairly easy to configure. On the edit page for each post is an area at the bottom where you can add tags and keywords and adjust some more settings for the specific page.

The one we like better, however, is WordPress SEO by Yoast, which you can find here:

http://wordpress.org/extend/plugins/wordpress-seo/

Once that is installed and activated, it gives you a checklist of things to adjust in your post that will help with your SEO. Once you write your post, enter your keyword phrase in the SEO area and it will analyze your post to make sure it is optimized as well as it could be. It will give you hints about what could be adjusted.

Warning: Do not put more than one SEO plugin on your site. They will conflict with each other and give you some very odd results, which isn’t a good thing.

Also, if your theme has its own SEO area (Weaver does, for instance), disable that so it doesn’t conflict with your plugin.

A Word About Duplicate Content

You may have heard people talking about duplicate content, and how much the search engines hate it. There is some misconception about exactly what it means, however. It does not mean the same content on different web sites. If that were true, the news sites like Google News, Yahoo News, Huffington Post and others that reprint news from API, Reuters, and the other news agencies, would always be penalized and they’re not.

What it does mean is the same content in more than one place on your site. This is because a very popular “black-hat” strategy used to be to post things on your site many times to make it seem to the search engines that you had more content and had tons of pages with relevant keywords. Of course, Google got wise to this and started banning sites with duplicate content.

However, that being said, be careful about putting the exact same post on your blog, in the article directories and as guest posts on other people’s blogs. At the very best, Google finds this distasteful, which is never a good thing.

Action Steps

We will be writing at least two blog posts this week. This shouldn’t be difficult at all for you now. However, before you write them:

Do keyword research and come up with at least 2 good keyword phrases that are relevant to your subject.

Phrase 1: _________________________ Global Searches: ________________
Phrase 1: _________________________ Global Searches: ________________

Write a blog post concentrating on each of these

Use the phrase in the title and the first paragraph of the post

Edit your permalink to only include your keyword phrase

Consider loading one of the SEO plugins on your site and experimenting with it.

Next week:

All about Link Building