Imagine ten million businesses in a city, all crammed into close equal spaces, each with similar tools to work with, but all in competition to bring as many visitors to their doors as possible. This is essentially how your WordPress would appear in terms of physical images. Whatever product you’re selling, whatever service you’re offering, you are competing with hundreds, even thousands of pedestrians walking casually down the sidewalk, trying to decide where they want to step in and idle for awhile.
You might as well be on a new planet, with a strange culture. The common practices of advertising do not apply. Building bigger and better doesn’t matter, because the extravaganza is limited by the viewing screen. The pedestrian is not going to see your place of business as any larger, brighter or more spectacular than any other. Nor are these pedestrians particularly motivated by large billboards, unless they had in mind exactly the business being advertised. You’re not going to be able to hire someone to stand outside your doors and offer bite sized samples of your pizza, but you do have one hope.
Each of the pedestrians carries an electronic finder for guidance. The finder stows the favorite addresses so the pedestrians bypass all other businesses, reaching their destination immediately. It also anticipates where the person would like to go by answering queries. Since many of the queries are generalized, the finder responds with a list of assorted businesses. The pedestrian decides to be more specific. When typing in tires, a large variety of tire shops appear, but none are quite what the pedestrian wanted.
Refining the search, he tries “winter tires” and again a number of shops appear, but for passenger vehicles. After narrowing the search to “half ton truck winter tires”, the pedestrian has a list of shops that cater to exactly the type of information he wanted. The list is still relatively long, so he visits three or four within the top ten listing, rarely turning the page to see if there are other options.
Your goal as a business is to be among the first ten addresses listed on that electronic finder. You discover that just a generation ago, it was as simple as typing “half ton truck winter tires” ten times into a mass of messages that were assumed to be content. You also learn that many of the original pathways received their distinction by buying, exchanging and selling links. The result was a search engine that often led the pedestrians to poor quality sites, with irrelevant content and some very unhappy pedestrians. They wanted more from their electronic finders.
The heavily laden keywords were scrapped, but the search engines still needed specific words to identify what the business was offering. It still made use of meta tags for indexing the pages. The meta tags are part of the web page’s head section. They provide the structured data concerning the web site’s attributes. Meta data can contain content type, the names associated with the content, location and geographic information.
Your WordPress website may have multiple meta elements, with keywords for specifying the page description. The search engine receives a stronger understanding of the type of information your page is producing when there are matching keywords in the header, title, content and excerpt of the page.
Those keywords, however, are used only for indexing your page. They will not necessarily earn you a high page rank. In fact, not every page is crawled by the search engines. Pages that have wandered off from your root directory may not even get noticed.
The organization of a WordPress SEO can make you or break you. The pedestrians in this strange new world are accustomed to certain pathways with as much expectancy as assuming the dining room will be next to the kitchen. They don’t want to second guess anything. They want enough familiarity with the organization of the site to navigate easily. If they are targeting specific information, they want exact descriptions.
The well-organized business uses a site map. This can be beneficial to both crawlers and users. The site map can be used as a planning tool for the site design or as a page that lists the other pages at its site. It’s usually built in a top to bottom order of hierarchy. It tells the search engines about the pages at the site, their importance relative to each other and the frequency with which they are updated.
You can strengthen the pathways within your site through internal linking. The internal link is strategically placed within an article or blog on the page that will lead to additional information. The pedestrian is no longer simply wandering around, browsing through the business. He has taken a direction and shown an interest in what you have to offer.
Your pathway doesn’t always have to be internal. If your business is hotel accommodations, you might wish to partner up with other sites that cater to tourism. You can do this through a guest blog exchange, with a mutual link agreement, or link your site to an external one that describes the regional aspects of the area where your hotel is located. The user now not only has information concerning your services, he has learned something of the geography within the targeted area.
Organic page indexing comes with a price that has nothing to do with the amount of money you placed into advertising. The search engines use two main criteria for organic page ranking; the value of the content and how often it is updated. If there are several sites offering equal quality content on the same subject, the newest and freshest content will have the top priority.
No WordPress site should be idle for long. The pedestrians of this new world are very fickle. Their search is always for something new and exciting that will engage them. No matter how well you initially attracted visitors, if you are not offering new content on a regular basis to keep bringing them back, they’ll eventually lose interest.
WordPress websites are becoming more interactive. Many sponsor video clips on their home page or within the pages of their site. Some clips are virtual tours of the business or its services. Many sponsor forums where readers can ask questions and discuss aspects of their products, present how-to guides for utilizing the products and make engaging comments concerning their experiences with the product. The forums contain an administrator who encourages discussion and gives more information about the product, service or business when asked.
Search engine algorithms are amazingly sophisticated. In September, 2013, Google introduced Hummingbird, an algorithm designed to detect natural language use and develop a semantic understanding of web pages. Their goal is a search engine that will measure human interest by the rhythmic sequencing of words that reflect writing style. Along with its knowledge base of keywords, of website organization and degree of activity, search engine criteria now includes content that will be attractive to readers.
Your style should reflect your type of business, degree of expertise, but most importantly, your personality. If you are a relaxed and humorous person, you’ll probably want to reflect that at your WordPress website, using a friendly conversational tone. If your service is highly technical, you may wish to break your technology down into a common language the lay person can understand, yet still maintain your technical savvy.
Your tone should reflect the customer base you wish to attract. If your product is rafts for white water rafting, you are targeting an audience that is relatively young, with an average cut-off age of around fifty-five. The audience is adventurous, spends a great deal of time outdoors with a common language of ideal locations for white water rafting. If you’re selling telescopes for novice astronomers, your language should include the tracking of planets in their rotations, the identifiers markers of constellations and other information concerning setting up, focusing and using the telescope. Learn how to optimize your WordPress SEO the right way!
For all its marvelous engineering, this strange new world is still in its pioneering stages. Changes in policies, along with new technologies and applications come rapidly, leaving behind outdated web sites like discarded relics. The WordPress site that stays on top is the one that is industrious, exploring new ways of communicating, utilizing the tools as they are offered. It envisions the possibilities for presenting unique content, more pleasing design and engaging interactive features. It is in touch with the sensibilities of its target audience, presenting interesting information in a language that appeals to the reader.
Your vision should include the modifications needed for cell phones and other handheld devices, such as rich media, as it’s easier to get a page ranking on mobile devices with video than with text. Explore the strange new world and welcome the changes as opportunities to provide the most interesting WordPress website of its kind.