WordPress & Expired Domains: How To Do It Right!
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The document presents a detailed overview of WordPress SEO strategies, including various techniques, plugins, and recommendations from Bastian Grimm's presentation at a conference. It outlines essential steps for optimizing WordPress setups, enhancing site security, and effectively managing content. Additionally, it highlights pitfalls to avoid in SEO practices and discusses the potential of working with expired domains.
WordPress & Expired Domains: How To Do It Right!
- 1. WordPress SEO London Affiliate Conference January 2012 Bastian Grimm, CEO & Founder, Grimm Digital
- 3. 516 Updates in 2010 In 2010 Google tested around 13.000 changes to their algo, 516 are still „live“. Main focus of those updates were technical, marketing and usability changes, including: – Caffeine: New infrastructure – Suggest: Usability (trying to simplify navigation) – Instant & Instant Previews In 2011 we mainly talked „Panda“ 3
- 4. And why’s that?
- 6. And now: Let’s have some fun, shall we?
- 7. About me Background: PHP & Java – Dev. CMS, shops & forums – Wazap! Game Search Engine Online Marketing since 2004 – SEO strategy consulting, in-house trainings & workshops, WordPress SEO, etc. – Just an Affiliate Links, Links, Links…need some? Stuff to play with… 7
- 8. #1: WordPress Setup 1/3 1. Setup WP w/ optimized settings – Permalinks, Plug-ins, Settings 2. Use Xcloner to multiply setup – Easier vs. re-doing 1/ over & over again 3. Use ManageWP for maintenance – Perfect mass management solution 4. Or: Update using browser favorites – Just replace hostnames in your list 8
- 9. #1: WordPress Setup 2/3 1. Use default WordPress and install 2. Edit wp-config.php: – define('WP_ALLOW_MULTISITE', true); 3. Install WP “MU Domain Mapping” – Copy “sunrise.php” to “wp-content” 4. Edit wp-config.php, again: – define('SUNRISE', 'on'); Bonus: “Clone Sites for WPMU“ More: http://codex.wordpress.org/Create_A_Network 9
- 10. #1: WordPress Setup 3/3 1. Do a standard WP MU installation 2. Use a static export of a single blog using HTTrack – Search & replace tasks using “find” and “sed” at command line-level 3. FTP upload & distribution using LFTP – Unlimited hoster; no PHP/ MySQL req. Hint: Don’t do “wget”, not all path’s (like in CSS / JS) will be replaced 10
- 12. #2: WordPress SEO by Yoast 1/7
- 13. #2: WordPress SEO by Yoast 2/7
- 14. #2: WordPress SEO by Yoast 3/7
- 15. #2: WordPress SEO by Yoast 4/7
- 16. #2: WordPress SEO by Yoast 5/7
- 17. #2: WordPress SEO by Yoast 6/7
- 18. #2: WordPress SEO by Yoast 7/7
- 19. Some more plug-in awesomeness!
- 20. #3: Yet Another Related Posts Plugin http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
- 21. #4: Back WP up http://wordpress.org/extend/plugins/backwpup/
- 22. #5: WP Permalauts http://wordpress.org/extend/plugins/wp-permalauts/
- 23. #6: Redirection http://wordpress.org/extend/plugins/redirection/
- 24. #7: Eclipse Link Cloaker http://eclipsecloaker.com/ (57$ one-time fee)
- 25. #8: Custom Image SRC <link rel=”image_src” href=”preview-image-here.jpg” /> http://wordpress.org/extend/plugins/custom-image-src/
- 27. #9: Do updates regularly! Keep your installation „clean“ – Remove all non-active Themes and Plug-ins Keep WordPress and Plug-ins updated – WP Updates Notifier to get emails on out-dated components (core, themes & plug-ins) for all blogs: • http://wordpress.org/extend/plugins/wp-updates-notifier/ – ManageWP can do one-click mass updates (core, themes, plug-ins again) for all your blogs: • http://managewp.com/features
- 28. #10: WP AntiVirus http://wordpress.org/extend/plugins/antivirus/
- 29. #11: Secure WordPress http://wordpress.org/extend/plugins/secure-wordpress/
- 30. #12: WP Security Scan http://wordpress.org/extend/plugins/wp-security-scan/
- 31. #12: WP Security Scan http://wordpress.org/extend/plugins/wp-security-scan/
- 32. Themes & Theme Frameworks
- 33. #13: Premium Themes 1/4 themeforest - http://themeforest.net/category/wordpress ~1.400 themes, starting at $ 30
- 34. #13: Premium Themes 2/4 WOO Themes - http://www.woothemes.com/ ~120 themes, 3 starting at $ 70
- 35. #13: Premium Themes 3/4 simple themes - http://www.simplethemes.com/ ~15 themes, starting at $ 49
- 36. #13: Premium Themes 4/4 elegantthemes - http://www.elegantthemes.com/ ~70 themes, starting at $ 39 per year
- 37. #14: Premium Theme Frameworks 1/2 Thesis Theme Framework - http://diythemes.com/ Unlimited developer license for $ 164
- 38. #14: Premium Theme Frameworks 2/2 STUDIOPRESS Genesis Framework - http://www.studiopress.com/ Unlimited developer license for $ 300 (~44 Themes)
- 40. #15: Scale Content Creation Textbroker WordPress Plugin - http://www.textbroker.com/wordpress/ Order & check content from within WP; auto-publish new content as post or page.
- 41. #16: Auto re-build content
- 42. #16: Auto re-build content
- 43. #16: Auto re-build content
- 44. #16: Auto re-build content http://redir.ec/warrick
- 45. Technical stuff to consider…
- 46. #17: Avoid footprints & patterns 1. Google AdSense & Analytics 2. Affiliate Codes / IDs 3. Content (# words, # pages, etc.) 4. Always the same theme / mark-up
- 47. #18: Don‘t over-do it! H1 vs. H2 „PageRank Sculpting“ “nofollow”-usage CSS positioning „Keyword density“ etc. 47
- 48. #19: Fails aka what NOT to do! 1/4 DO NOT inter-link all domains with all other domains from your network… 48
- 49. #19: Fails aka what NOT to do! 2/4 DO NOT put all your domains in one GWT account… 49
- 50. #19: Fails aka what NOT to do! 3/4 DO NOT sell links too obviously (footer, sidebar, etc.)… 50
- 51. #19: Fails aka what NOT to do! 4/4 DO NOT MAKE THEM LOOK (TOO) STUPID! 51
- 52. Expired Domains and what to know…
- 53. #20: Expired Domain Provider 1/4 www.expireds.net 53
- 54. #20: Expired Domain Provider 2/4 www.snapnames.com 54
- 55. #20: Expired Domain Provider 3/4 www.pool.com 55
- 56. #20: Expired Domain Provider 4/4 www.namejet.com 56
- 57. #21: Go „exotic“ PRO: Less competition PRO: Google without direct NIC- access; this results in slower (or) no actions because of owner changes PRO: Way easier to change theme or content of that domain CON: Registration harder & more expensive (trustee service, etc.) CON: Backlink profile probably with wrong geo-focus 57
- 58. #22: Pre-Select carefully 1. Create a huge domain list – Seed sources like DMOZ, Wikipedia, competitor BL‘s 2. Rate and filter your results – Use SEO metrics like BL quality, age, PR / mR / ACrank, visibility, etc. 3. Prefer domains most likely to be deleted – Already in transit, error & under construction sites 4. Be creative – Yearly re-occurring events, insolvency , etc. 58
- 59. #23: Consider long-time expireds Crawl the web w/ Xenu Use publicly trusted sources to start: – Yahoo!, DMOZ – Wikipedia – Universities BUT… “no such host” does not necessarily mean you can get that domain You need to check DNS, Whois, link-profile, etc. THAT’s A LOT OF WORK! 59
- 60. WAY too much stress… … this is how I do my work:
- 61. #23: Consider long-time expireds http://80legs.com/ 61
- 62. #24: Rebuild those domains 1. Try to re-create content and URL-structures 2. Have a look at old URLs with rankings 3. Re-check old inbound anchor-texts and targets 4. Use strong URLs for internal link-juice distribution (aka hubs) 5. Redirect the ones (depending on theme and content) you don‘t need 62
- 63. #25: Watch out for errors Knowledge is power Use a 404 logger – Analytics software – Redirection (built-in) – Webserver logs Setup 301 redirects accordingly Image stolen from: http://bit.ly/Fuw8 63
- 64. OMCap 2011 - Online Marketing Konferenz Berlin And that’s it! … 13.10.2011 Wait, still not enough? 64
- 66. Thanks for your time! mail@grimm-digital.com twitter.com/basgr linkedin.com/in/bastiangrimm facebook.com/grimm.digital Bastian Grimm, CEO & Founder, Grimm Digital