How to Optimize the SEO of a WordPress Site
You wonder How to Optimize the SEO of a WordPress Site? Here's How We Optimized Our Own.
It's a practice, an art some would say, designed to attract visitors by displaying a website as high as possible in the list of search engine results.
We are referring, of course, to SEO on WordPress. For some, it's a bad joke, for others, it is truly hell. Indeed, WordPress was not built for web marketing: it's a simple blog platform. However, its ease of use makes it the most used CMS today. And for us, SEO is essential, no matter the platform.
When the Expertise of MultipleMedia Comes Into Play.
First of all, it's important to select the right assessment tool. Our choice was Alexa Internet: it analyzes your website point by point and gives it a score out of 100, while listing the SEO problems encountered.
»»» This is where the "Crawlers" come into play
Small downside: Alexa performs an analysis only once a month. It can be rather convenient to see some of your changes in real time though. This is where the "Crawlers" come into play. A Crawler is a tool that goes through an entire website to analyze it. It identifies pages with too little content, titles that are too long, pages without descriptions, and so on. As part of this project, we programmed our own Crawler to meet our real-time SEO needs. This allowed us to test our fixes quickly and without interference.
On the Menu, Overextended Titles and Meta-Descriptions!
The first SEO optimization point identified was for page titles that were too long. In order to be more attractive to the user of a search engine, a page must have a title that will not be truncated by the engine’s display. To shorten our 159 articles titles, we exported them manually with our Crawler and then adjusted them one by one. Given the nature of the task, it could not be automated. Once that was done, we ran a database script to automatically reinsert the updated titles into the database.
»»»To shorten our 159 articles titles, we exported them manually
Then we moved to the page descriptions. Also known as "meta descriptions", they are displayed in the lower part of the search results. In our case, some of our items did not have one! Be careful, this can quickly become problematic when we are dealing with hundreds, even thousands of pages. How then to overcome this problem? With automation. We wrote a database script that automatically selected the beginning of each article for use as a page description. This technique has the advantage of making the search result more attractive.
"When There Are No More, There Are Still Some! "
Finally, several other problems had to be adjusted manually. For example, links to pages that had been moved over time had to be edited one by one. Other examples: some pages like Christmas cards simply had to be deindexed. Others, finally, lacked content; so, we had to create some.
Not the most exciting tasks, sure, but absolutely necessary in terms of SEO. A multitude of small corrections that require special attention. That's why we advocate continuous SEO tracking rather than a massive operation every 6 months. SEO is like keeping the entrance to your store tidy; it is not by cleaning it once a year that you will attract customers!