The realm of website administration is still one that’s somewhat intimidating to many, but the truth is that it’s not particularly hard nowadays to run a fairly complex blog. Thanks to nearly foolproof CMS blogging platforms like WordPress, Drupal, Joomla and even hosted solutions like Tumblr, anyone can configure a blog in minutes. While your focus should always be on content, it’s still important to fine-tune a blog’s back-end for SEO purposes. Keep these five considerations in mind when optimizing your blog.
Avoid Duplicate Content
One of the surest ways to penalize your blog and shoot yourself in the foot is by neglecting to pay attention to duplicate content, which can seriously damage your SERPs rankings because it can be construed as an attempt at search spam by Google. By using 301 redirects and canonical URLs, it’s easy to avoid conflicts that hurt your PageRank and website authority. If you’re not particularly adept at back-end configuration or servers in general, just use the Yoast SEO plugin for WordPress.
Optimize Your Site for Speed
Implement Rich Snippets
Far from a flavor of the month BS marketing term, the humble Rich Snippet is an increasingly important part of the SEO equation. Basically, Rich Snippets allow you to define how your blog will appear in the organic search engine results. They can be used to display author biographies, consumer reviews and even product information, allowing you to stand out in the SERPs and boost conversions simultaneously. Much like Microdata and RDFa, Rich Snippets have become a vital part of any effective SEO strategy.
Clean Up URLs and Make Indexing Easier
If the various web spiders of Google and Bing can’t accurately index your pages, your website is effectively dead in the water. To show up where you should in the SERPs, implement a consistent clean URL structure on your blog. A good example is the permalink scheme used by WordPress, which makes for an uncomplicated URL profile. In addition, ensure that you have a properly configured robots.txt file in your root directory and check that it’s not excluding pages that you want indexed.
Beef Up Your Internal Links
Ever since the roll-out of Google’s Penguin algorithm update, the quality of links headed to your domain have carried far more weight in SEO terms. What many forget about is the importance of internal linking in building up your site as an authority destination. Make sure to link to other relevant posts on your blog whenever you write an article. Good internal linking demonstrates value to Google and spreads the link juice around evenly. In addition, don’t over-optimize anchor text and mix up link keywords to avoid Penguin penalties.
Parting Words of Advice
If you’ve been blogging for any length of time, you’re probably aware of the fact that all the back-end tweaking in the world won’t make up for weak content. Sometimes we get so wrapped up in the technical minutiae of blog maintenance and upkeep that we forget this, but it bears repeating. Still, you can increase your odds of success by minding the dry technical details and ensuring that your blog is in tip-top SEO shape.