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Providing Semantic, Standards-Compliant Content
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Out of the box, WordPress gives you a semantic, standards-compliant web site. The search engines love this because it makes their job easier. When search engines send their spiders and crawlers out into the Internet, they often encounter barriers to navigating a site: JavaScript links, Flash content, and so on. WordPress blogs don t have these barriers to navigation. Furthermore, when the search engines analyze the content of the pages they have gathered to identify the keywords and the keyword density, and determine the ranking of your pages for those keywords, WordPress makes it easy for them. WordPress uses the name of your blog in <title> and <h1> tags on each page. For category pages, the <title> also contains the category name, and for individual post pages, the post title is also in there. This common sense approach to structuring a web site achieves search engine optimization by publishing unique page <title> tags, and by giving meaning and importance to keywords.
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When the search engine crawls through your category pages, it gets the excerpt from your posts, rather than the full content. If you have provided brief summaries of your posts for the excerpts, as I mentioned earlier in this chapter, this gives a high keyword density on your
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CHAPTER 15 STARTING TO BLOG AND BUILDING YOUR COMMUNITY
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pages. This is almost like giving your posts a second chance at being listed. The search engine sees a condensed view of your posts in each category.
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WordPress allows you to generate permalinks (permanent URIs) on your blog, which appear as though each of your posts is an individual static page on your site, rather than the dynamic output of a database-driven web site. Instead of a URI to one of your stories looking like http:// example.com/ p=29, WordPress can use something like this link: http://example.com/card-games/how-to-win-at-poker/ Because this type of URI is already loaded with your keywords, it has an immediate advantage over the p=29 version. It also is more readable to your human visitors. It s easier for them to remember the link or to read it out over the phone. To configure the structure of your permalink, from the administration pages, click Options, then Permalinks. The Edit Permalink Structure page allows you to configure the structure of your permalink URIs, as shown in Figure 15-25.
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Figure 15-25. Editing your permalink structure
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Choose a permalink structure that you feel comfortable with and that fits your blog. The suggestions made by WordPress work well, especially the following structure: /%year%/%monthnum%/%day%/%postname%/ If your site has mostly chronological entries, this format makes lots of sense. As a bonus, these URLs truncate, too, which means that someone visiting a URL containing just the year and month will receive all posts for that month.
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CHAPTER 15 STARTING TO BLOG AND BUILDING YOUR COMMUNITY
If your site isn t ordered chronologically and has a flat structure, then a permalink structure of /archives/%postname% might be more appropriate, but be sure to keep the post titles unique! These features rely on using Apache as your web server and having a feature of Apache called mod_rewrite enabled on your site. If you don t have mod_rewrite or Apache, you can put a filename in the URL, like this: /index.php/%year%/%monthnum%/%day%/%postname%/ and it will still work under some circumstances. You can also set up a prefix for your category links; /topic/ is a reasonable alternative. Figure 15-26 shows some examples of the type of URIs you can generate.
Figure 15-26. Search-engine-friendly URIs
Contributing to Your Site s Search Engine Ranking
The things you can do to help your search engine rankings are all about the content. The best and most important advice I can give you is to write well. By sticking to your subject and writing relatively short or medium-length articles that stay on topic, written in the language the community uses, you will not only keep your readers interested, but you also will gain ranking for the very keywords your readers will use in their searches. Still you should bear in mind what measures are important to the search engines: Keyword density refers to the ratio of keywords to all text on a page. A high density would indicate the bad practice of keyword stuffing is being employed. Keyword proximity refers to how close keywords are to each other. If they are too close, that would again suggest keyword stuffing is being employed. Keyword prominence refers to how close keywords are to the start of the page, indicating a measure of the keyword s importance. Inbound links are links pointing to the page from an external web site, indicating a measure of the page s popularity. Each search engine has its own recipe for what its administrators believe is the right mixture of the keyword and link measures. However, here are a few simple guidelines that will help you with all search engine ranking algorithms: Write keywords into the <title> tag. Move keywords to the start of the <title> tag.
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