Web design and development companies that create WordPress sites are all too familiar with the above problem. You spend hours talking to your client and collaborating with your team of designers, only to have some plugin you add crash the whole website. In another situation, a theme ends up breaking something, or the infamous SEO problem, where your crawl report indicates hundreds of duplicate pages. So, what can you do about it?
The good news is, there’s an easy fix to this problem. It involves a dedicated SEO specialist who can help you with the search engine optimization of your website. This process will ensure that your website can rank higher on the SERPs, without breaking something or resulting in multiple duplicate pages, which can result in Google slapping you with a penalty.
Some people think that SEO is dead after the release of Google’s latest BERT algorithm. They are wrong. Search engine optimization has never been more critical when it comes to the ranking of your website.
The BERT algorithm stands for ‘Bidirectional Encoder Representations for Transformers,’ which is a deep learning algorithm that promotes natural language processing. As in, it enables Google’s search bots to understand what the words used in a sentence means, along with all the nuances of its context as well. This is where search engine optimization comes in. Google aims to improve the machine’s interpretation of complex, long-tail search queries to display more relevant results.
Keeping that in mind, SEO plays a crucial role in ensuring that your website can rank higher on the SERPs. It does this by focusing on using the correct search phrases, along with many other techniques that help sites get indexed and ranked higher by Google. These include on-page SEO, meta-tags, keywords, content additions, possible page additions, image optimization, and so on.
The good news for businesses and web design and development companies who are looking to hire an SEO specialist is that WordPress comes with a dedicated user role management system. This process helps define what a specific user is allowed to do while accessing a WordPress website. It is important to note that granting user roles and permissions is going to be essential for the growth of your WordPress site.
Right off the bat, WordPress allows users to access default user roles, which can be used for various tasks. As an ‘Author,’ ‘Editor,’ or ‘Contributor,’ users can edit, write, and publish posts on the WordPress site. These are relatively low-risk, as they can’t access plugins, settings, or the themes on the site. You will find this will not help the specialist needing to work with plug-ins, content, etc. to the site.
The ‘Administrator’ is the most powerful user role and will have complete control over the WP website. Giving ‘Administrator’ access (if need be) might be uncomfortable. It can be the difference between the success and failure of your website. Most SEO companies also have a design/development team on staff. You will find most specialist will also be designer, coder, WordPress experienced individual themselves. Also, a good web design/development company will be doing full backups of the site. If something does crash, it will be fast and easy to restore the WordPress site. Our SEO Company backs up the website before we even do anything to the website. When hiring an SEO agency, make sure to ask what their WordPress experience. Ask if they can develop, fix errors, code, etc., to WordPress themes.
Most importantly, you must have a good working relationship and trust your SEO specialist. You want the necessary SEO tweaks, without breaking anything (that also includes your trust)