We are commonly asked the question, what does it takes to get great search rankings?There are many things to say in response to this question and we hope that a glimpse at our SEO process will provide some insight to this question. However, one aspect that is often forgotten by experts in responding to the relevant question is the type of Content Management System that is being employed.
More and more, the actual system used by a site is becoming significant. A good CMS not just provides enhanced userability and manageability of the website, it is also for enables better SEO of a site. Ultimately, some platforms function and work better for SEO than others. And when it comes to SEO, not all websites are created equal.
The content management system that appears to be continually developing in leaps and bounds and that we would most recommend most strongly for SEO advantages is the wordpress CMS. Here are the reasons why…
Clean and Organised Code
Clean code is important to Google and other search engines. If Search Engine robots can easily trek through your site, this will help your website rankings, even if just slightly. If your site is disorganised, and a chaotic jungle to swarm through, this can be detrimental to improved rankings. Google and search engines prefer and therefore refer people to sites robustly built with few bugs, and constructed in a clear and organised way. This is a primary reason why WordPress is so readily recommended and gets our tick of approval. Its system comes pre-ready with a clear structure and existing code that is ideal for sound rankings.
Easy to change Metatags, content and other onsite elements
WordPress is free. As an Open Source platform, it has contributors from all over the world, and these contributors are constantly enriching the community with improved plugins and evolving functionality. This means that those using WordPress websites save on costs when adding functionality to a site. By simply installing a plugin, users are able to attain an abundance of useful functionality to a website without the cost. For SEO, plugins make it easy to update meta-tags and content as well as resolve and implement other onsite elements that aid SEO. Our SEO plugin of choice for WordPress is the Yoast SEO Plugin, which has full functionality to perform all effective onsite element modifications including metatag updates, rel canonical fixes as too authorship and publisher integration. The Yoast SEO plugin for WordPress is well known and for good reason, it provides the ability to easily change and update onsite elements that improves a campaign’s SEO and results in better rankings for a website.
WordPress also has a load of amazing automatic features that benefit SEO. WordPress offers the functionality to automatically alert Google when you post a new blog is made, or when a change has been made to a website. What this means is that Google and other Search Engines can rapidly recognise changes and index new webpages accordingly. This allows websites to more quickly appear in the search engines and/or move upward in rankings, particularly important if an organisation is posting time-relevant news updates.
The need for speed
And lastly, speed is ever becoming something people are wanting, not just in their on-road vehicle or computer devices but most relevantly for our discussion, websites they are checking in their browser. The speed of a website appearing in a browser depends on many aspects, but one important aspect is the construction of a website and its efficiency of code. WordPress is built to be efficient. It provides the ability to use cache plugins, which optimises dynamic pages for speed. Search Engines seek to mimic users. They want to refer people to sites they know that will be useful and offer a good experience to users. If a site is fast, it will therefore be looked upon more favourably by search engines like Google, than a site that is slow. Just another reason why WordPress, above other content management systems, is the recommended choice for those looking to get a new website and wanting top ranking results.
It is important to note however, that one drawback of the WordPress site is its vulnerability to being hacked. Site security for a WordPress site is therefore extremely important and we recommend businesses consult with their web development team to ensure that their WordPress site has with it all implemented security measures. It is also important to ensure that plugins installed are safe and continually upgraded to avoid security issues. A site that is continually down or down for a lengthy period can have adverse affects on an SEO campaign. Once again, Google and other search engines want to take users to the best sites for their search query. This means sites with good content, that load efficiently and that are also reliable and continually live.