I gave my mom my old weight loss blog a few years back. In spite of publishing it on its own domain (smart) I was still using Blogger (dumb) when I gave it to her. It is not that Blogger is bad, but that Wordpress offers so many customization options that allow you to effectively rank for a wider array of keywords, and thus earn more per word.

These are the steps I did to help move her blog over from Blogger to Wordpress.

Step 1: Download and install Wordpress (also requires setting up a MySQL database).

Step 2: Make Wordpress URL configurations.

• set the category base to /c and set the tag base to /t
• set the post slug to /%postname%/

Step 3: Cloned my mom's old blogger theme design using Themepress (cost $10), and then had to hack the CSS by hand for about 10 minutes.

After verifying the layout was fairly decent I deleted the blogroll links and the opening post.

Step 4: publish my mom's old blog onto blogspot.com so I could import it to Wordpress using the one click import located at domainname.com/wp-admin/import.php

After importing it I used Blogger to republish the blog back to her domain instead of leaving a copy on Blogspot, such that she does not have a stray cloned version of her site floating around.

Once import was complete I looked it over and verified it generally looked good. If you still have your old site up you can view the Wordpress blog version by going to yoursite.com/index.php (presuming you installed Wordpress in the root of your site).

Step 5: rewrite the .htaccess file to include both the Wordpress specific functions and rewrite rules needed to lose the dates from the URLs. The exact .htaccess file you need to write depends on your old URL structure and file extensions (the below one redirects html and shtml files). Our .htaccess file looked like this (note there were a few dozen lines like the first line, but I limited it to one in this example for brevity)

redirect 301 /2008_07_01_archive.html http://www.fattyweightloss.com/2008/07/

<IfModule mod_rewrite.c>
RewriteEngine On
RewriteBase /
RewriteRule (\d{4})/(\d+)/(.*)\.shtml$ $3/ [L,R=301]
RewriteRule (\d{4})/(\d+)/(.*)\.html$ $3/ [L,R=301]
RewriteCond %{REQUEST_FILENAME} !-f
RewriteCond %{REQUEST_FILENAME} !-d
RewriteRule . /index.php [L]
</IfModule>

Please note that when Wordpress imports your blog some of the stop words are removed from the URLs, which can end up creating some mean 404 errors until you line up the new URLs with the old ones (which we deal with in step 7). Also, if you used Blogger tag pages then you might need to make your .htaccess file a bit more complex than the above one, adding entries to redirect the tag pages.

Step 6: Delete my mom's old static file archives.

If you are afraid that something might get hosed up with the move you can rename the old archive files and folders. For example:

• Name the root index.html to something like index5.html
• If you have a /2004/ folder make it something like /12004/

After these are renamed or deleted click around the site and verify it generally works.

Step 7: Installed a couple SEO related plug ins.

Akismet - comment anti-spam tool installed by default, but I had to get an API key and enable it.

SEO Title Tag - allows you to make the page title and H1 post heading different...great for on page optimization.

Redirection plug in - keeps track of 404 errors and allows you to redirect URLs.

What I did, rather than redirecting URLs, was find the URL slugs that did not align with the old URLs and rewrite the URL slugs to add the stop words into it (I believe the most common ones were and and the).

I monitored 404 errors logged by the redirection plug in for ~ 4 days and fixed everything I came across. I figure all the important, well linked to, and/or high traffic posts should have got traffic within the first 4 days.

After 8 weeks I will flush the 404 error log and look for any stray link equity that I am not capturing, and redirect those URLs to their new location.

WASABI Related Entries - this plug in automatically creates a list of related entries wherever you like in your theme (you can install it in the sidebar or possibly after your comments). The beauty of such a plug in is that it allows you to keep more of your PageRank flowing internally, and it allows you to put a bunch more keyword rich content within a page without it looking spammy. For instance, given the following image you know what the related post is about without even seeing it.

Lorell reviewed a variety of other related post plug ins.

Step 8: While I was fixing up my mom's URLs I helped offset the revenue shortfall from the short term traffic decline by using IE conditional comments to place an extra AdSense block on her 404 page when Internet Explorer viewers accessed the error page.

Step 9: Final window dressings :)

Use Xenu Link Sleuth to crawl the site to look for any broken links you need to fix. Please note that you may need to change the number of threads running or Xenu might get blocked by your server. I had no luck with 30 threads, but 4 worked ok.

Set up your robots.txt file to prevent Googlebot from trying to create search pages (?s=). Also prevent them from trying to index admin pages, feeds, trackback URLs, and the p= post URLs (presuming you are using post slugs as mentioned above).

User-agent: *
Disallow: /page/
Disallow: /*p=
Disallow: /?q=
Disallow: /?s=
Disallow: /*trackback
Disallow: /*feed
Disallow: /*wp-login
Disallow: /*wp-admin
Disallow: /*xmlrpc.php

Matt Cutts offers some tips to protect your Wordpress blog from getting hacked. Patrick Altoft offers tips on how to use a Google Alert to check if your blog gets hacked.

Map out keyword strategy and assign old posts to related categories. Set your default category to something that is useful rather than leaving it as uncategorized. While editing particularly high traffic posts it might make sense to see if the page title or page contents could be further improved to make the post even more successful. In some cases a post can rank for a wide array of related keywords.

While ensuring that are category pages are linked to sitewide, I used conditional PHP statements in the sidebar.php file for monthly archives such that they were linked to from the homepage, but not from the individual post pages. This drives more link equity toward the category level pages, while driving less to the date based archives (as we would rather rank for low fat recipes than for August 2007).

<?php if ( is_home() || is_page() ) { ?>
<li><p class="sidebar-title">Archives</p>
<ul>
<?php wp_get_archives('type=monthly'); ?>
</ul>
</li>
<?php } ?>

As a bonus, one could also add a plug in for editing default category pages, but we have not done that yet as we still have a long way to go with categorizing the current contents first. Anyone know of a good plug-in to edit category pages?

Step 10: (Only if Your Old Blog Was Published on Blogspot) redirect Blogspot address.

If you were hosting your blog at Blogspot and have some good inbound link equity coming into it you can redirect those links to your website by using this code in your Blogger template, which was an upgrade of the code orignally published here.

Squidoo, Mahalo, eHow, EzineArticles, etc etc etc just got validation for their business models and competition for the ad network that helps them monetize their sites. Google today launched their Knol project:

The key principle behind Knol is authorship. Every knol will have an author (or group of authors) who put their name behind their content. It's their knol, their voice, their opinion. We expect that there will be multiple knols on the same subject, and we think that is good.

With Knol, we are introducing a new method for authors to work together that we call "moderated collaboration." With this feature, any reader can make suggested edits to a knol which the author may then choose to accept, reject, or modify before these contributions become visible to the public. This allows authors to accept suggestions from everyone in the world while remaining in control of their content. After all, their name is associated with it!

Wired has an article about the designing of Knol, and Danny Sullivan offers more Knol background, including that it is a product from the search team (which could greatly hint at future search integration plans).

Want a free 3 month trial of our SEO training program and community?

Comment on my SEO Knol leaving tips on how I could improve it and a way to contact you, and I will pick a winner next Wednesday.

I recently had a useful web based service built but kept forgetting to use it on a daily basis. I set my IE homepage to that tool so I would remember to use it. Since then it has helped up make some great business decisions (as well as add context showing how good or bad some past decisions were).

I recently added support suite software to this site, but am so used to answering everything through the forum and through email that I do not remember to log-in to the support suite section of the site. I set my Firefox homepage to the support suite ticket page today, and presumably I will remember to look at it every day.

With the rise of Widgets and easy to embed RSS feeds it is easy to give ourselves needed reminders.

Patterns can be hard to break and hard to build, but if we give ourselves cues and reminders change is easier. Now I only need to think up a strategy to start using that elliptical machine that I bought a few weeks back!

We recently compiled a 6 page robots.txt primer and added a robots.txt generator and robots.txt analyzer to our suite of free SEO tools.

Rich Schefren recently interviewed Dan Ariely. The recording is freely available online here. In the call Dan highlights how companies can increase perceived value and get their customers to spend more by creating a decoy offer, which is discussed in the first chapter of his Predictibly Irrational book.

The decoy marketing offer introduces false choices to make another choice look more appealing. We have a hard time valuing offers, but are relatively good at valuing relative deals. The example Dan uses to discuss the decoy is the pricing of The Economist.

Lets say the pricing is

• web $60
• print $120
• both $120

Given the above virtually nobody will order print, but adding the false choice of print only will make many people buy the both option, whereas if the print option were priced lower or the print option were not there more people would be inclined to opt for online only instead of the web +print combination.

Non-commodity based value is largely a game of perception. You can build perceived value by

• building exposure and trust in the marketplace by giving something of value away for free (people will think "if this is free imagine how good the stuff they are selling is")
• minimizing downside risk (through the use of payment plans, refund guarantees, etc.)
• comparing yourself to higher priced offerings (the words SEO training are considered far more valuable than the words SEO Book - something I wish I would have considered in 2003!)
• expanding your target market and resonating with niche brands (what is the difference between Prozac and Sarafem?)
• breaking the language of a commodity product and reshaping it to associate it with higher value fields or fields with less competition (Starbucks language sounds more like fancy tea than a I need caffeine cup of coffee)
• using scarcity (how much did Beanie Babies, Pet Rocks, and Tickle Me Elmo dolls sell for?)
• requiring prompt action (when we ran a discount during the launch of our membership site people joined at a much faster rate before the price increased because the price increase was a real tangible cost of not acting quickly)
• adding bonuses and benefits that are unique to your offering

Everything around us is a collage of overlapping value systems competing for attention and resources. What backs the value of the U.S. Dollar? Why has it fallen 20% in the last couple years? Housing prices went up for a long time, and then they stopped. Last year Indymac bank was a top 10 mortgage lender and now they are bankrupt.

Many investors shorted Fannie Mae and Freddie Mac. In response to deteriorating business conditions the U.S. federal government offered to allow the companies to borrow directly from the Federal Reserve and increase their borrowing limits. That help stabilize their stock prices a bit.

What really scared investors away from shorting the stocks further? A proposal from the White House to Congress would give the U.S. Treasury authority to buy the stocks to provide needed liquidity. Imagine betting on a company failing when your government says that they are interested in buying stock in the company if the company gets in a pinch. That is the sort of news that can send a stock price up 40% before the market opens.

Why would the government care about the stock prices if they have little to do with the functionality of the businesses? It all comes down to perception. A healthy stock price gives the perception that all is well and helps keep the housing market as fluid as possible, whereas low stock prices erode confidence and evoke a sense of fear, which adds a lot of risk to an already unstable housing market. Perception becomes reality.