optymalizacja-dla-wyszukiwarek-oraz-sieci-spolecznosciowych

Optimization for search engines and social networks

Tags: optimization, seo, website, WordPress

Maciej Skrzypczak

WordPress / Responsive Developer

Before you start positioning your website, you should think whether everything is refined to the last detail, so that a potential increase of visits would entail an increase of income and brand recognition. It is very important that the structure of the website is made according to the standards of Google search engine. This way it is possible to get a higher position in search results. Optimization of websites consists in improving the website code, adjusting the published content and enhancing its usefulness.

The temptation to quickly get to the TOP10 is enormous. However, you should keep the balance between creating a website for search engines vs. for people. If the presence on the first page will result in poor conversion, you won’t last long in the TOP10. Google search engine will notice forbidden techniques and as a result, you will be punished with removing you from the search results. While taking care of technical elements, we often forget about the true purpose of the website, which, after all, is created for people, therefore it should be interesting and useful, and these are the aspects that should be our concern first of all.

I. Checking ban and filter

  • if, after typing in the domain name and keyword, your website is not displayed, it means it’s in a filter,
  • if, after typing in site:”domain name”, your website is not displayed, it means it’s been banned.

II. Website indexing

Is it possible that a website is indexed by search engines? When designing a website, a block directive is set in the <head> section, but more absentminded programmers might forget about it:

<meta name="robots" content="noindex">

III. Installing SSL certificate

A free certificate is available on cloudflare.com.

IV. Redirecting web subdomain

Redirecting, for example from www.domena.pl to domena.pl, is set in .htaccess: file.

RewriteCond %{HTTP_HOST} ^www\.(.+) [NC]
RewriteRule ^.*$ http://%1%{REQUEST_URI} [R=301,L]

V. Friendly links

Links to subpages should be configured in the form of names:

  • In WordPress Settings / Direct links change Popular settings option from Simple to Record name.

VI. Subpage title and description visible in search engine:

<title>Subpage title</title>
<meta name="description" content=”Subpage description" />
<meta name="keywords" content=”keywords" />
<meta name="keyphrases" content=”keyphrases" />
<meta name="abstract" content=”Website description" />
<meta name="classification" content=”Website classification" />

VII. Company’s GPS location:

<meta name="geo.position" content=”geographical latitude and longitude" />
<meta name="geo.placename" content=”city,province,Poland" />

VIII. Integration with Social Media:

<meta property="fb:page_id" content=”Facebook website id number" />
<meta property="og:url" content=”domain name" />
<meta property="og:site_name" content=”Website description" />
<meta property="og:type" content="website" />
<meta property="og:title" content=”Subpage title" />
<meta property="og:description" content=”Subpage description" />
<meta property="og:image" content=”link to logo" />

IX. Identification of search engine information:

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "LocalBusiness",
 "name": “Name of the company”,
 "description": “About the company”,
 "vatID": “VAT ID number”,
 "url": “domain name",
 "logo": "link to logo",
 "address": {
  "@type": "PostalAddress",
  "streetAddress": “Street name and house number”,
  "postalCode": “Postal code”,
  "addressLocality": “City”,
  "addressRegion": “Province",
  "addressCountry": “Poland"
 },
 "hasMap": "link to google maps",
 "geo": {
  "@type": "GeoCoordinates",
  "latitude": “geographical latitude", "longitude": “geographical longitude"
 },
 "telephone": “telephone number",
 "email": “e-mail address",
 {
  "@type": "OpeningHoursSpecification",
  "dayOfWeek": [
   "Monday", "Tuesday", "Wednesday", "Thursday", "Friday"
  ],
  "opens": "09:00", "closes": "17:00"
 },
 {
  "@type": "OpeningHoursSpecification",
  "dayOfWeek": [
   "Saturday", "Sunday"
  ],
  "opens": "09:00", "closes": "15:00"
 }
 ],
 "sameAs" : [  "link to Facebook website",
  "link to Google Plus website"
]
}
</script>

X. Header layout

A header layout order in the code should be ascending: <h1>, <h2>, <h3>, <h4>.

XI. Description of links and images

Title and alt should be added:

<a href="link" title=”link description"></a>
<img src="link to image" alt=”image description" />

XII. Keywords

Appropriate keyword density in the website content is very important. Selected phrases should be added in the key repetitive locations, for example an address should be included in the sidebar for regional optimization, or a company description in the footer.

XIII. Creating website map

Service subpage index:

  • Google XML Sitemaps plugin in WordPress.

XIV. Registering on Google Maps

XV. Pinging

XVI. Integrating Google Analytics and Google Search Console

Installing code and verifying website map in Google Search Console, Crawl / Sitemaps / ADD/TEST SITEMAP option:

<script type="text/javascript">
  (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
  (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
  m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
  })(window,document,'script','//www.google-analytics.com/analytics.js','ga');
  ga('create', 'kod analitics, 'nazwa domena'); ga('require', 'displayfeatures'); ga('send', 'pageview');

  var _gaq = _gaq || []; _gaq.push(['_setAccount', 'kod analitics']); _gaq.push(['_trackPageview']);
  (function() {
    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'https://www') + '.google-analytics.com/ga.js';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
  })();
</script>

<meta name="google-site-verification" content="" />

XVII. Website load speed

What’s also important for a search engine, is the website load speed, that’s why it’s a good idea to perform additional CMS WordPress optimization, described in the article, optimization and security / CMS WordPress.


Clients

  • play
  • rzeczpospolita
  • uniwersytet-warszawski
  • parkiet
  • plk
  • qualitysolicitors
  • espeo
  • slik
  • dupont-tyvek
  • ekiosk
  • sigma
  • emma
  • caselogic
  • gusmahome
  • oltravel
  • laszkiewicz
  • stilnovisti
  • digimania
  • bong
  • wdf
  • mgfinance
  • tam-pol
  • stage-vision
  • bestpharma
  • ipgo