Mary Bowling and Carrie Hill over at Blizzard Internet Marketing invested quite a bit of time into writing a white-paper about SEO for WordPress blogs, which hit the front page of Sphinn yesterday. I think they would have been better of if they had invested a bit more time into researching the real tricks about WordPress SEO, instead of doing this white paper.

They say: “For a variety of reasons, nearly all SEOs agree that WordPress provides optimization benefits other blog platforms do not. ” and that’s the only explanation they give for why WordPress is such a well optimized system. Well I’m sorry, but I don’t agree, and yes I think I’m in the position to say something about this.

Out of the box, WordPress 2.3 and up comes with 4 different types of archives:

  • date based archives
  • per author archives
  • category based archives
  • tag based archives

Now, if you’re the sole writer of your blog, there’s at least one archive there that doesn’t belong there, and 3 other ones that create huge amounts of duplicate content. My advice is to pick 1 or 2, and get rid of the rest. Blizzard “sort of” advise you to pick categories (they never even mention tags), and then say, a page later “No-Index Your Archvies”. Not only is that very ambiguous, they never tell you how to do it either!

When I found a few of these things in their report, I started looking into some of the sites they provided as an example. It took me about 2 minutes to find some crap. Check out this site for instance, which lists vacation rentals. If you guys are so good with WordPress, how come I can find stuff like this, obviously showing that you don’t know what you’re doing?

Now I’ve got some advice for the people at Blizzard: start reading up on your WordPress SEO, by reading Michael Gray, Andy Beard and my own stuff.

For those of you who don’t have the time to learn everything there is to know about WordPress SEO by reading all of it in a few days, you should join my brand-new WordPress mailing list, which will give you weekly WordPress plugin news, SEO tips and more to optimize your blog!

By Jeremy Schoemaker

Jeremy "ShoeMoney" Schoemaker is the founder & CEO of ShoeMoney Media Group, and to date has sold 6 companies and done over 10 million in affiliate revenue. In 2013 Jeremy released his #1 International Best selling Autobiography titled "Nothing's Changed But My Change" - The ShoeMoney Story. You can read more about Jeremy on his wikipedia page here.

64 thoughts on “Blizzard Internet Marketing doesn’t get WordPress SEO”
  1. Great advice Shoe, I never realized that all those archives creates such duplicate content…you are right, you don’t need all that crap, just one set of archives. Also, I find the search function on some templates or themes to be utter crap! I still prefer blogger for the simple ease of inserting Adsense! Blogger needs a timestamp function though!

  2. I agree on the search function on some of the templates to be just lousy or useless as well. But anyways Shoe interesting post and wondering are you just kidding about Joost really making the post? And checking into your wordpress listing as well. That should be a good read.

  3. It’s amazing how shallow some white papers are. If they just spent a little bit more time researching and a little less time bragging about it – things would be SO much better.

  4. Great post Joost – altough I don’t do anything specific with SEO for WordPress blogs, I know now not to use Blizzards’ whitepaper in the future.

  5. How do you handle changing categories/sub categories and cleaning up the duplicate mess left behind?

  6. Hi Joost & Jeremy

    I really appreciate you taking the time to read our whitepaper and give your feedback. I guess I should give some background on WHY this paper came about – which probably should have been included IN the whitepaper – but as they say, hindsight is 20/20.

    We wrote this mostly as a resource for our travel & tourism SEM clients to understand why we use WordPress and why we think it’s a good option. After it was finished, we released it to everyone because we thought it was a good “primer” for wordpress users.

    I agree the “For a variety of reasons, nearly all SEOs agree that WordPress provides optimization benefits other blog platforms do not. ” is a bit strong A better qualifier would be “most travel & tourism-based SEOs tend to lean towards WordPress.” I’ll change that sentence in the downloadable .pdf on our site.

    For what we use it for, WordPress is a great option. We have had a few issues w/ archives, etc. and for the most part we handle those on a case-by-case basis – usually with noindex – and have never had that post a negative impact on our results.

    Again, thanks for your time, your feedback, and the forum to respond to your post.
    Carrie Hill
    Blizzard Internet Marketing, Inc.

  7. Oh – and with regards to the SERP example listed above – those pages haven’t been optimized yet – it’s coming but that is a really new site, only a few months old. Ideally that’s done before the site goes live, but some clients are impatient and can’t wait that long.

  8. […] Read more of this article at […]

  9. Ha ! The post just reminded me of a site I had totally forgotten about.. I spose old news can be useful sometimes 🙂

  10. Don’t worry about it, it was a decent paper. In “hindsight” it’s easy for people to pick holes.

  11. The blogger time stamp thimg is annoying. You can mark the time but it goes right up. Makes it hard to ever set up multiple posts when traveling,etc..

  12. Wish this level of help was available for Blogger. But I still try to use the general SEO concept that should apply to all.

    Thanks for the post, very interesting.

  13. Great post. Constructive criticism at its best. I’m sure the feedback you provided will allow the authors to reword some things, and better market the paper to those it is written for.

  14. Seo wise Cant comment,

    Design Wise, Excellent,

    Really like there design but dont know enough of this SEO to comment on them.

  15. This review was nit-picky. Not constructive at all.

    Just like back in grammar school: “I’m better than you!”

    I’m just saying…

  16. Joost, I think you were a bit harsh in this post. If you look at the target audience then this is a good primer as the author commented above. I hope the authors do appreciate the constructive criticism though but keep in mind everyone has room for improvement.

  17. Google “gets” WordPress and they do a pretty good job of indexing a blog properly and ignoring dupe content. The only thing I do is make sure my themes use H2 tags for the post titles in the index pages and non-linking H1 tags for the titles on the single page. Keywords belong in your post titles and links to your posts … and that’s pretty much all you need IMHO.

  18. The whitepaper started good. But then it lost it… The plugins listed are not really the best for the usage described. There are more used ones, for the same purpose like ‘All in one SEO’ etc.

    But it’s not that easy to write a whitepaper. Imagine writing a blog post 10 pages long? Well that’s how it is! 🙂

    And they took the critique amazingly well up here in the comments – so a full credit to them as well.

    Ivan |

  19. i knew about this thats why i stopped using archives on my blog because it creates duplicate content. I wonder how incomplete advices make it to the top pages like that.

  20. I like wordpress better myself. I don’t have my own blog but it’s in planning phase right now as I test out things, but wordpress would be the best IMO.

  21. […] personaggio è Joost de Valk, e in questo post muove agli autori diverse critiche. Innanzitutto, afferma che non viene chiarito come eliminare i […]

  22. I can use all the help I can get with SEO. Jumping right on the WordPress mailing list. Thanks again for the great content and resources.

  23. Damn straight. There is nothing like making sense… obviously they haven’t learned that yet.

  24. I’m not quite clear about your opinion. If a wordpress site is (and most are) running categories, tags, author views… and most wordpress sites have okay ranking, can you explain how this is bad? Seems to me that it’s not hurting anyone.

    Also, personally, I removed the Archive links to my site – but I still have category and tag pages. I have pretty good ranking.

  25. Linkbait is designed to get links right? So I guess they do know a little right? 🙂

    Plus, when you write “tips,” do you ever give your best stuff out? Probably not… just playing devil’s advocate.

  26. New Site? The owners have owned that domain and have had the site online since 2003. So, if you were redesigning it, it seems like they could have taken the time to incorporate SEO into the design.

  27. Jim you are right about that. You have no idea it took me to figure out how long and much money it took me to get it right.

  28. Are you sure you’re using that feature correctly? I’ve used it quite a bit and haven’t had any trouble with it.

  29. Damn, after that post NOT joining your WordPress mailing list would make me feel like a fool. Smashing article! 🙂

  30. So, for neophytes such as myself, is there a “BEST” archive approach? ShoeMoney’s comments left me feeling that using all four was wasteing space.

    I liked the post because it made me aware of the four archiving possibilities. But then again ShoeMoney didn’t suggest an alternative.

    Thanks for the blog. It is very educational.


  31. […] Joost linked through to me from a guest post on Shoemoney about WordPress […]

  32. I think overall most white papers are just for lead generation over delivering real content. But I do have to give them credit for getting off their tails and taking the time to do some work which is far more then most people would do.

    But overall the paper really doesn’t give you all that much information about SEO. But then again I read every and post because they are loaded with real information that you can apply to your own business.

    Notice I said business and not website.

    Because what Shoe and Joost provide are real business advice that can make a real difference if you apply them.

    Also SEOblackhat is also a blog that is loaded with nuggest.

    Charles Kirkland

  33. […] WordPress provides optimization benefits other blog platforms do not. ” […] read more at Shoemoney. (No Ratings Yet)  Loading […]

  34. good post, maybe you should take your information and apply for a position i hear there one of the best companies to work with, there like the google of games.

  35. Are you kidding me? Carrie Hill from Blizzard Internet Marketing really didn’t do a very good job on the whitepaper; sounds more like a stunt to get buzz then really produce something that is of meticulous quality.

  36. This blog Is very informative , I am really pleased to post my comment on this blog . It helped me with ocean of knowledge so I really belive you will do much better in the future . Good job web master .

  37. Честно, зачотная заметка

  38. Подбор по теме хороший удачный, добавлю сайт в закладки.

  39. Такой пост и распечатать не жалко, редко такое найдешь в инете, спасибо!

  40. Забыл где я уже видел похожую инфу, но все равно спасибо

  41. I used blizzard internet marketing in the past and had a horrible experience. I attend the Vacation Rental Managers Association meetings where Trent Blizzard speaks. He curses during his presentations, bad mouths the officers and gets drunk at the convention and spews horrible things. His presence at the VRMA is considered an embarrassement. BE WARNED ABOUT BLIZZARD INTERNET

  42. Hey there you should check out my new blog full of seo tips and tricks.
    My E-Book has now been released aswell for the price of a cup of coffee to cover time and email automater for delivery. Plus ill submit you to the top 50 search engines for FREE that alone is woth $2.95. Come check it out…

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  43. Don’t even bother reading anything from Ms Hill. Blizzard and Ms Hill are losing clients like crazy, incredibly poor customer service, Ms.Hill/Blizard hasn’t come up with anything new in years. Using boiler plate pre-fab WordPress designs, not even following industry norms for the dbs. Their designers are so far behind in the industry the ONLY thing they can use is WordPress. Just lost 50% of their customers through insane management. Watch out they are getting desperate.

    1. I’m one of those past Blizzard clients. They cloned our website without permission (along with countless other hotels) and took kick backs on our advertising. Look up blizzard internet sucks 2 for copies of legal documents.

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