Wordpress SEO and Security - AAC2016

A practical guide to building a successful
website

@irishwonder Financial Partners Expo 2016
Data by

 WordPress is SEO friendly by default

Multiple issues including but not limited to:
 Duplicate content
 Indexable search
 Insecure plugins
 Problems building a sitemap
 Site speed etc.

Let’s see..

WordPress
Core CMS
CMS
functionality
Database
Theme
Plugins

 Thousands of themes provided by different
developers
 Available from anywhere, not just
Wordpress.org

 Once approved for Plugins Directory
inclusion, they are not checked any more
 Updates are not checked
 Developers are not required to maintain and
update them
 Nobody bears responsibility for what they do
to your site
 While you can update standalone plugins, you
cannot update plugins included into themes

The larger the system,
the greater the
probability of
unexpected failure
- One of the systemantics laws

 The default Wordpress robots.txt looks like
this:

Settings to
be aware of

 DO NOT generate your sitemap before
deciding on permalink structure
 DO NOT randomly change your permalink
structure
 Permalink ≠ Database entry!

 Database: ID 25
 URL: ?p=25
 Permalink: http://www.irishwonder.com/blog/2006/03/29/site-evaluation-part-2-link-evaluation/

 Your pages are entries in your posts table
 Your comments are entries in your posts
table
 Your uploaded images are entries in your
posts table
 Your never published drafts are entries in
your posts table

Your blog post

Post
Single post
Home page
Category
page
Tag page(s)
Author page
Archives
Day
Month
Year

http://www.rainbowriches.zone/no-deposit-bonuses/

http://www.rainbowriches.zone/no-deposit-bonuses/?blahblah

 URLs with parametres get indexed
 Affiliate URLs get indexed
 Mistakes in internal/external links get
indexed

 What would you rather have crawled and
indexed?

 While Googlebot spends time crawling junk
URLs and getting errors and redirects, it’s not
crawling your good URLs

(The previous slide was stolen off the
“Negotiating crawl budget with googlebots”
deck
by Dawn Anderson –
make sure to check the whole deck,
http://bit.ly/1tglyf1
it’s awesome
and explains quite a few things
you probably didn’t know)

 Wordpress search URL structure:
domain.com/?s=[query]
or
domain.com/search/[query]

 Bingo – your page is now about Viagra!

 Let me just index it for you… No need to
hack!

 Check your (raw) logs to see any unusual
queries and other irregular URLs being
requested
 Check Majestic for your indexed/linked to
pages
 Check Google Search Console for crawl errors

 Add this to your Wordpress site’s robots.txt:
◦ Disallow: /search/
◦ Disallow: /*?s=
◦ the latter can even be reduced to:
Disallow: /*?
to stop indexing any URLs parametres

 Canonical meta tags
Correct Incorrect
<link rel="canonical"
href="http://www.rainbowriches.z
one/no-deposit-bonuses/" />
<link rel="canonical"
href="http://www.rainbowriches.z
one/no-deposit-
bonuses/?blahblah" />

 Don’t be like these guys

 Meta robots
<meta name="robots" content="noindex,follow"/>
 X-Robots-Tag HTTP header
header("X-Robots-Tag: noindex, follow", true);

 Autogeneration (especially for frequently
updated sites)
 Following a set of rules (what to include and
what not to include)
 Ability to manually edit if necessary (i.e. a
physical file)
 Accuracy (no redirected URLs, dead links etc.)

 270 plugins, none of them perfect

 Generate a sitemap, then open it in the
browser and save as an .xml file – then edit
manually
 Still no good for frequently updated and very
large sites

 “All-in-One” plugins:

 These plugins offer much more than just
sitemaps but are not foolproof
 They are still not flexible enough

 Multiple vulnerabilities discovered over the
years in both Yoast SEO and All in One SEO
Pack

 Plugin Extortion

 Spam = stored in the database
 Trash = deleted

Showcase: RevSlider
 First discovered in 2014
 Affects versions below 4.2
 Affects themes using it

 Only use plugins you can trust
 Only use plugins you ABSOLUTELY NEED
 Always use the latest version
 If you have to search to know if you are using
a certain plugin, you’ve got a problem

 Only use themes from reliable sources
 Know what plugins a theme uses
 Demand updates
 Keep a clean backup of your theme
somewhere secure

• info@irishwonder.com
• Twitter: @irishwonder
• Slideshare (for this and other decks):
http://www.slideshare.net/irishwonder/
• LinkedIn: linkedin.com/in/irishwonder
• Blogs:
http://www.irishwonder.com/blog/ -
general SEO
http://www.irishwonder.syndk8.co.uk/ -
darker areas

Wordpress SEO and Security - AAC2016

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