All too often when it comes to Search Engine Optimization or SEO, I see an over-investment in the website content. Whether it’s blogs, white papers, eBooks, or videos it’s a game that everyone plays and I think at this stage most everyone doing SEO understands it pretty well. Find a topic that people are searching for and produce content that’s better or has a fresher perspective. But all of that content, well, that’s just the bait on the end of your fishing line. You can have the best bait, if you’re fishing with a shoe-string and a stick, well, you’re in for a bad day. If you want to compete, you want the best fishing rod, reel, line, and knowledge on where and when to fish.
An SEO-friendly WordPress site is in some ways like your fishing rod. It’s the technical foundation for everything you’re going to do in your SEO efforts. When you develop a highly optimized website, you make it easy for search engines to access your content and understand it.
An optimized website adheres to both the written and unwritten rules. Everything from the user experience to the organization of the content to the page speed plays a significant role in where you rank. Build a highly optimized website and you’ll gain a real competitive advantage.
This optimization, however, is a serious departure from content development. We’re going to need to get a real look at what’s going on under the hood and this contains, among other things, looking at your indexability, root domains, redirects, canonical URLs, page tag structured data, and even critical rendering paths. The goal is to find the right balance because truthfully, a website that’s really good for users, well, is really good for SEO.
Keep in mind there’s no silver bullet here. You need to embrace as many of these elements as possible. At the very least, improve them beyond what your competition is doing. Nobody maintains top positions forever though, so you’ll have to stay vigilant.