WordPress All-In-One For Dummies by Lisa Sabin-Wilson

Author:Lisa Sabin-Wilson [Wilson, Lisa Sabin]
Language: eng
Format: epub
ISBN: 9781119553229
Publisher: Wiley
Published: 2019-04-09T00:00:00+00:00

Understanding How Search Engines See Your Content

Search engines don’t care what your site looks like because they can’t see what your site looks like; their crawlers care only about the content. The crawlers care about the material on your site, the way it’s titled, the words you use, and the way you structure those words.

You need to keep this focus in mind when you create the content of your site. Your URL structure and the keywords, post titles, and images you use in posts all have an effect on how your website ranks. Having a basic understanding of how search engines view your content can help you write content that’s more attractive to search engines. Here are a few key areas to think about when you craft your content:

Keywords in content: Search engines take an intense look at the keywords or combination of keywords you use. Keywords are often compared with the words within links that guide people to the post and in the title of the post itself to see whether they match. The better these keywords align, the better ranking you get from the search engine.

Post title: Search engines analyze the title of your post or page for keyword content. If you’re targeting a specific keyword in your content, and that keyword is mentioned throughout the post, mention it in the post title as well. Also, both people and search engines place a lot of value on the early words of a title.

URL structure: One of the coolest things about WordPress is the way it allows you to edit permalinks for a post or page. (See Figure 4-2.) You can always edit the URL to be slightly different from the automated post title so that it contains relevant keywords for search terms, especially if you write a cute title for the post.

Suppose that you write a post about reviewing Facebook applications and title it “So Many Facebook Applications, So Little Time.” You can change the URL structure to something much more keyword-based — perhaps something like facebook-applications-review. This reworking removes a lot of the fluff words from the URL and goes right after keywords you want to target.

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