● The most common website platform ● User friendly-easy to edit ● Constantly improving-updates, plugins, themes Why WordPress?

● User Experience ● Search Engine Optimization ● Security 3 Main Parts of WordPress Optimization

User Experience

● Users should know what you do in 3-5 seconds ● Lead users down the right path ● Have a search function ● Use a clear call to action ● 404-error pages should not be a dead end Easy Navigation

● Use professional looking graphics ● Graphics should strengthen the message of the text ● The design should be responsive ◦ The website resizes automatically based on the device used ● Don’t use Google Images ◦ Use Adobe Stock or ShutterStockAdobe Stock ShutterStock Graphics

● Text should be scan-able ● Break up the text with bullets ● Top of the page-Most basic and relevant info ◦ Go into detail as you go down the page Text

● Pick a fast and support friendly webhost ◦ Recommended – A2 HostingA2 Hosting ● Do a speed test: gtmetrix.comgtmetrix.com ● Delete unnecessary plugins ● Resize images before you put them on your website Website Speed

● Definition: Store a copy of your site or website files in your browser or server for fast and easy access. ● Install a Caching Plugin ◦ W3 Total Cache (Advanced – Must Configure) W3 Total Cache ◦ Comet Cache (Simple – Enable and you’re all set) Comet Cache ● Connect with CloudFlare:CloudFlare ◦ Content Distribution Network ◦ Firewall against bots & hackers Caching

You need to know what you are trying to improve by optimizing o What are you trying to measure? ● Bounce rate, time on site, pages viewed, path to conversion o A/B testing- OptimizelyOptimizely o Google Analytics/Stat counter Reporting

Search Engine Optimization (SEO)

“SEO, is marketing to people that are already searching for the products and services that you offer” 3 Main components of SEO: 1) Finding the right keywords that your customers are searching for 2) Using those keywords on your website in all the right places 3) Building backlinks on other websites that point back to you What is SEO?

o Identifying keywords: ● Think like a customer ● Check the competition ● Google keyword tool ● How many competitors? Search allintitle: keyword How to Conduct Keyword Research

o Just about everywhere ● Page titles and descriptions ● Website content ● Image names and alt text tags ● Urls of inner pages ● More text= more opportunities to rank Where to Use Keywords

Backlink = a link from another website that links to your website o Your website should be the hub of information o Why backlinks are important: ● A vote or citation in Google’s eyes ● Backlinks to your site show trust ● All things being equal, the site with the most backlinks wins (#1 in Google) What is a backlink?

o Link juice = the authority in Google, drains in and out of links ● Pages with many links have less authority- look for links elsewhere o Where to get backlinks: How to Get Backlinks Online directoriesGuest postsBlog comments Event calendarsSocial mediaOnline press releases

o Blog your way to the top by implementing SEO keywords on each post o Shows you as an expert in your field o An educational element for visitors: blogs give useful content o Gives you something to talk about on social media Why Every Website Needs a Blog

WordPress Security

● Automated Attacks on Vulnerable Websites ● Inject malware on your visitor’s computers ● Redirect to spam websites ● Steal Server Resources ● Acquire usernames, passwords, addresses Why Do People Hack Websites?

● Pick a unique password that is not used in other places ● Update Wordpress Core, Plugins & Themes ● Add a Captcha to WordPress login screen ◦ Brute Force Logins ● Security Plugins ◦ Wordfence, Ithemes Security, Shield How To Keep Your Website Secure

● Why are there so many updates? ◦ Open Source Platform ◦ Lots of Plugins ◦ New vulnerabilities patched ● Must continually check for and manually do updates Updates

● Always have a series of backups in an offsite location ● Backup Plugins / Software ◦ Backup Buddy – Premium Plugin ◦ Vault Press – Automated Cloud Backups ◦ Updraft Plus – Free Plugin ● Backup Strategy ◦ Daily – Active Sites ◦ Weekly Backups

o Website optimization terms every marketer should know Website optimization terms every marketer should know Resources

o For more than 8 years we have been creating engine optimized websites that convert more visitors into customers. o When you work with us, you work with a team of experts in graphic design, marketing, search engine optimization and social media. ABOUT DESIGN & PROMOTE