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It&#8217;s less about top ranking</strong>,<strong> and more about optimizing the searcher&#8217;s journey. It&#8217;s the intersection of content, UX, and as always, staying smart about search engines.” We had the chance to ask Maile a couple of questions, and she was able to give some interesting answers.</strong></p>\n<p>Maile is Developer Programs Tech Lead at Google. Since 2005, she has been working on making the search engine better. One of her works include the release of <a href=\"https://yoast.com/rel-canonical/\">rel=&#8221;canonical&#8221;</a>, plus rel=&#8221;prev&#8221; and rel=&#8221;next&#8221; for paginated content. Lately, she is focusing heavily on mobile.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/seo/\">Optimize your site for search & social media and <span>keep it optimized</span> with Yoast SEO Premium &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\" alt=\"Yoast SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=105243&yst_action_edd=add_to_cart\" data-modal-product-id=\"105243\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<p><strong>Is Google’s AMP project really going to change the world? If so, can you give our dear readers some pointers on preparing for the upcoming shake up?</strong></p>\n<p>The <a href=\"https://www.ampproject.org/\">AMP project</a> can definitely make the web better for a lot of people on mobile phones, especially with sub-optimal reception. Ideally, if we could travel back in time, web browsing on mobile phones would have become popular with a format like AMP HTML already in place &#8212; instead we had a lot of code-heavy desktop pages that were designed for a broadband connection then ported to mobile. As for an upcoming shakeup, that&#8217;s not on our roadmap! AMP isn&#8217;t &#8220;Google AMP&#8221;, it&#8217;s an open source project with hundreds of developers who have contributed.</p>\n<p>If you&#8217;re asking, how will AMP HTML impact Google Search? We still want relevant results for users &#8212; we just know users hate slow page loads and AMP is a pretty surefire way to fix that problem and maintain a fast page longer-term. 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(Here&#8217;s a demo of a <a href=\"https://www.youtube.com/watch?v=eI3B6x0fw9s&amp;feature=youtu.be&amp;t=12m40s\">PWA for CNET</a>).</p>\n<p><strong>Isn’t Google confusing the web development world by supporting and building these &#8211; and other &#8211; new technologies? It&#8217;s getting nearly impossible to tell if something will &#8216;stick&#8217;, don&#8217;t you think?</strong></p>\n<p>I agree the number of options can be daunting and &#8220;will it stick?&#8221; is on many SEOs&#8217; and marketers&#8217; minds. I think with AMP and PWAs, it&#8217;s not about Google nearly as much as it&#8217;s about what&#8217;s best for your customers. AMP and PWAs were spearheaded by Google efforts, but neither are Google-proprietary technologies and both help your visitors whether direct traffic or from Search.</p>\n<p><strong>Google is also pushing voice search, AI and making its search engine smarter by way of machine learning (RankBrain). Is it possible that Google will eventually circumvent sites by giving the answer to nearly all questions itself?</strong></p>\n<p>First of all, internally, we talk about Search as an ecosystem that includes websites/site owners, users, and a search engine. In other words, websites and site owners are a requirement in search success! When Google provides an answer, we care about attribution. You&#8217;ll notice featured snippets still link to a URL for more information. Additionally, there are many queries where a single answer isn&#8217;t the end-game. Sites still play a large role in fulfilling searchers&#8217; needs. Sometimes users want to browse, compare, research, learn, go on a journey. Quick answers will never be enough for a broad range of use cases.</p>\n<p><strong>A couple of weeks ago, Gary Illyes created major upheaval on the web after announcing that Google will eventually use two separate indexes, one for mobile and one for desktop. 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In most cases, if your site uses RWD (responsive web design), you&#8217;ll be fine.</p>\n<p><em>We’d like to thank Maile for taking the time to answer our questions! Follow Maile on:<br />\n</em><a href=\"https://twitter.com/maileohye\">Twitter</a><br />\n<a href=\"https://www.linkedin.com/in/maileohye\">LinkedIn</a></p>\n<p>Maile will also speak at the <a href=\"https://2016.us.wordcamp.org/session/a-view-from-google-the-latest-in-search-and-mobile/\">upcoming WordCamp US conference</a>, where she will give an update on search and mobile trends.</p>\n<p class=\"readmore\"><a title=\"Setting up WordPress for AMP: Accelerated Mobile Pages\" data-prefix=\"Read more\" href=\"https://yoast.com/setting-up-wordpress-for-amp-accelerated-mobile-pages/\">Read more: &lsquo;Setting up WordPress for AMP: Accelerated Mobile Pages&rsquo; &raquo;</a></p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:36:\"http://wellformedweb.org/CommentAPI/\";a:1:{s:10:\"commentRss\";a:1:{i:0;a:5:{s:4:\"data\";s:56:\"https://yoast.com/interview-with-maile-ohye-google/feed/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:38:\"http://purl.org/rss/1.0/modules/slash/\";a:1:{s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:1:\"0\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:92:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"content\";a:1:{i:0;a:6:{s:4:\"data\";s:7:\"\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:92:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:1:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:30:\"Yoast SEO for WordPress plugin\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}}}}}i:1;a:6:{s:4:\"data\";s:61:\"\n		\n		\n		\n		\n		\n				\n		\n		\n		\n\n		\n		\n				\n			\n		\n	\n		\n		\n		\n	\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:6:{s:0:\"\";a:7:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:48:\"How to change your WordPress permalink structure\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:55:\"https://yoast.com/change-wordpress-permalink-structure/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:64:\"https://yoast.com/change-wordpress-permalink-structure/#comments\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Thu, 17 Nov 2016 14:32:59 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:4:{i:0;a:5:{s:4:\"data\";s:9:\"WordPress\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:6:\"How to\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:2;a:5:{s:4:\"data\";s:14:\"Site Structure\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:3;a:5:{s:4:\"data\";s:3:\"URL\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:25:\"http://yoast.com/?p=30717\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:364:\"At Yoast, whenever we do a website review, we frequently recommend people change their permalink structure. In this post, we&#8217;ll explain why you should consider changing your permalink structure and how to go about it. Why change your WordPress permalink structure? A common thing we see in permalink structures are the usage of dates. For websites [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:13:\"Joost de Valk\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:5152:\"<p class=\"p1\"><span class=\"s1\">At Yoast, whenever we do a <a href=\"https://yoast.com/hire-us/website-review/\"><span class=\"s2\">website review</span></a>, we frequently recommend people change their permalink structure. In this post, we&#8217;ll explain why you should consider changing your permalink structure and how to go about it.</span></p>\n<h2 class=\"p3\"><span class=\"s1\">Why change your WordPress permalink structure?</span></h2>\n<p class=\"p1\"><span class=\"s1\">A common thing we see in permalink structures are the usage of dates. For websites that post content that is related to current events, such as news sites, this makes perfect sense. However, for most blogs, the content is usually “timeless” as it tends to cover subjects that doesn’t relate to a specific date in time.</span></p>\n<p class=\"p1\"><span class=\"s1\">Using dates in your permalink structure also tends to have another side-effect, namely a lower <a href=\"https://en.wikipedia.org/wiki/Click-through_rate\">CTR</a> for older posts that may very well still be relevant. Whenever someone sees a result in Google with a date pointing back two years ago, they’ll be less likely to click that result. Seeing as Google uses this CTR for page rankings, it might be a very good idea to change your permalink structure to something more appealing to your visitors! If you want more information, you should read our post on <a href=\"https://yoast.com/wordpress-seo-url-permalink/\"><span class=\"s2\">WordPress SEO URL / Permalink considerations</span></a>.</span></p>\n<p class=\"p1\"><span class=\"s1\"><section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/yoast-seo-wordpress-training/\">Get the most out of Yoast SEO, learn <span>every feature and best practice</span> in our Yoast SEO for WordPress training! &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/yoast-seo-wordpress-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/03/Yoast_SEO_courses_banner.png\" alt=\"Yoast SEO for WordPress training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=639664&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 99</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 99</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/yoast-seo-wordpress-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></span></p>\n<h2 class=\"p3\"><span class=\"s1\">Changing WordPress permalink structure</span></h2>\n<p class=\"p1\"><span class=\"s1\">There are two steps in changing your WordPress permalink structure. The first step is easy: go to Settings -&gt; Permalinks and select Post name:</span></p>\n<p class=\"p1\"><img class=\"alignnone size-large wp-image-850004\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress-600x313.png\" alt=\"Changing your permalink settings\" width=\"600\" height=\"313\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress-600x313.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress-250x130.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress-768x401.png 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress.png 1472w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<p class=\"p1\"><span class=\"s1\">But what about all those old posts that still have dates in their permalink? With this <a href=\"https://yoast.com/research/permalink-helper.php\"><span class=\"s2\">handy tool</span></a>, you can easily have a redirect generated that can be placed in your <em>.htaccess</em> file. This will point posts using the old permalink structure, to the new one. </span></p>\n<p class=\"p1\"><strong><span class=\"s1\">Please note that the tool currently only supports Apache-based servers and not Nginx.</span></strong></p>\n<p class=\"p1\"><span class=\"s1\">After copying the redirect over to your .<em>htaccess</em> file, you should go out and test if everything is working properly. If the redirect doesn’t seem to be working, it could mean that you’re not allowed to use RedirectMatch on your Apache server.</span></p>\n<p class=\"p1\"><span class=\"s1\">If you don’t have proper rights to edit your <em>.htaccess</em> file or can’t use RedirectMatch, you can also consider using our <a href=\"https://yoast.com/wordpress/plugins/seo/\">Yoast SEO Premium plugin</a>. The built-in Redirect Manager will automatically create a <a href=\"https://yoast.com/create-301-redirect-wordpress/\">redirect</a> for you whenever you alter the permalink of a post to reflect the newly chosen structure.</span></p>\n<p class=\"p1\"><span class=\"s1\"><p class=\"readmore\"><a title=\"WordPress SEO: the ultimate tutorial\" data-prefix=\"Read on\" href=\"https://yoast.com/wordpress-seo/\">Read on: &lsquo;WordPress SEO: the ultimate tutorial&rsquo; &raquo;</a></p></span></p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:36:\"http://wellformedweb.org/CommentAPI/\";a:1:{s:10:\"commentRss\";a:1:{i:0;a:5:{s:4:\"data\";s:60:\"https://yoast.com/change-wordpress-permalink-structure/feed/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:38:\"http://purl.org/rss/1.0/modules/slash/\";a:1:{s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:2:\"10\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:93:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2016/03/Yoast_SEO_courses_banner.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"content\";a:2:{i:0;a:6:{s:4:\"data\";s:7:\"\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:93:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2016/03/Yoast_SEO_courses_banner.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:1:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:32:\"Yoast SEO for WordPress training\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:1;a:6:{s:4:\"data\";s:11:\"\n			\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:101:\"https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:18:\"Permalink Settings\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:109:\"https://yoast-mercury.s3.amazonaws.com/uploads/2011/12/Permalink_Settings_‹_Yoast_—_WordPress-180x114.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}}}}}i:2;a:6:{s:4:\"data\";s:61:\"\n		\n		\n		\n		\n		\n				\n		\n\n		\n		\n				\n			\n		\n	\n		\n		\n		\n		\n		\n	\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:6:{s:0:\"\";a:7:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:50:\"SEO basics: What’s a slug and how to optimize it\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:23:\"https://yoast.com/slug/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:32:\"https://yoast.com/slug/#comments\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Wed, 16 Nov 2016 14:32:06 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:2:{i:0;a:5:{s:4:\"data\";s:9:\"WordPress\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:3:\"URL\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:27:\"https://yoast.com/?p=849173\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:335:\"In SEO, we often talk about creating the right slug for a page. But what is this really? And why should you optimize it? In this post, we&#8217;ll explain all you need to know about it. When you google &#8220;what&#8217;s a slug&#8221;, you&#8217;ll find that the definition we&#8217;re looking for is &#8220;a part of a URL [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:16:\"Michiel Heijmans\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:5663:\"<p>In SEO, we often talk about creating the right <em>slug</em> for a page. But what is this really? And why should you optimize it? In this post, we&#8217;ll explain all you need to know about it.</p>\n<p>When you google &#8220;what&#8217;s a slug&#8221;, you&#8217;ll find that the definition we&#8217;re looking for is &#8220;a part of a URL which identifies a particular page on a website in a form readable by users.&#8221; It&#8217;s the nice part of the URL, which explains the page&#8217;s content. In this article, for example, that part of the URL simply is &#8216;slug&#8217;.</p>\n<h2>WordPress slugs</h2>\n<p>In WordPress, it&#8217;s the editable part of your URL that you can edit when writing a new post. Note that this only works with <a href=\"http://www.wpbeginner.com/glossary/post-slug/\">the right permalink settings</a>. It looks like this:</p>\n<p><img class=\"aligncenter size-full wp-image-849175\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug.png\" alt=\"slug-slug\" width=\"494\" height=\"29\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug.png 494w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug-250x15.png 250w\" sizes=\"(max-width: 494px) 100vw, 494px\" /></p>\n<p>If you have added more variables to your URL, we&#8217;re still talking about just that editable part of the URL to the page, like this:</p>\n<p><img class=\"aligncenter size-full wp-image-849177\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-ocw.png\" alt=\"slug-ocw\" width=\"542\" height=\"29\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-ocw.png 542w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-ocw-250x13.png 250w\" sizes=\"(max-width: 542px) 100vw, 542px\" /></p>\n<p>There&#8217;s an additional value at the end of that URL. In this case, that extra variable is used so slugs can be the same without the URL being the same. I think these examples clearly show what the slug we are talking about is.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/basic-seo-training/\">New to SEO? Learn the Basics of SEO in our <span>Basic SEO course</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/basic-seo-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2015/10/Basic_course_banner.png\" alt=\"Basic SEO training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=489726&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 199</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 199</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/basic-seo-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>Optimizing your slug</h2>\n<p>What are the things you need to think of when constructing the right slug for your post or page? Let&#8217;s go over a number of characteristics you need to take into account:</p>\n<h3>No stop words</h3>\n<p>Filter our all the unnecessary words. Filter out &#8220;a&#8221;, &#8220;the&#8221; and &#8220;and&#8221; and similar words. We have written a tad bit more on stop words in our <a href=\"https://yoast.com/wordpress-seo/#stopwords\">WordPress SEO article</a>. For users of our Yoast SEO plugin: you might have noticed we filter stop words out by default.</p>\n<h3>Add focus</h3>\n<p>Don&#8217;t just filter out stop words, but really all the words that you don&#8217;t need. Make sure the slug still makes sense though. In the case of this post, WordPress automatically creates the slug &#8220;what-s-a-slug-and-how-to-optimize-it&#8221; (based upon the permalink settings in WordPress), which I manually reduced to &#8220;slug&#8221;.</p>\n<p>There is one thing to keep in mind here. &#8220;Slug&#8221; as a subject is not likely to get another page <em>on its own</em> on our blog. This informative article will most probably remain the central point for information about slugs on our website. So I can reduce the slug to just &#8220;slug&#8221; for that reason. If this was an additional post to a main article, it would probably have been something like &#8220;optimize-slug&#8221; (and I wouldn&#8217;t have explained what it is, for that matter). So, do consider the page&#8217;s level or position on your website.</p>\n<h3>Keep it short, but descriptive</h3>\n<p>The URL of your page is shown in Google search results. Not always, sometimes it&#8217;s for instance replaced with breadcrumbs (awesome). When it&#8217;s shown, Google highlights the matching words from the search query:</p>\n<p><img class=\"aligncenter size-full wp-image-849179\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/url-in-search-result-pages-2.png\" alt=\"url-in-search-result-pages-2\" width=\"569\" height=\"44\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/url-in-search-result-pages-2.png 569w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/url-in-search-result-pages-2-250x19.png 250w\" sizes=\"(max-width: 569px) 100vw, 569px\" /></p>\n<p>So you need to keep that in mind as well. Next to this, a short slug, right after the domain, will allow Google to show these keywords it in its mobile search result pages as well.</p>\n<p>Now go optimize your slug with these three things in mind!</p>\n<p class=\"readmore\"><a title=\"SEO basics: what does Google do?\" data-prefix=\"Keep reading\" href=\"https://yoast.com/seo-basics-what-does-google-do/\">Keep reading: &lsquo;SEO basics: what does Google do?&rsquo; &raquo;</a></p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:36:\"http://wellformedweb.org/CommentAPI/\";a:1:{s:10:\"commentRss\";a:1:{i:0;a:5:{s:4:\"data\";s:28:\"https://yoast.com/slug/feed/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:38:\"http://purl.org/rss/1.0/modules/slash/\";a:1:{s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:1:\"7\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:75:\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug-180x29.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"content\";a:4:{i:0;a:6:{s:4:\"data\";s:11:\"\n			\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:68:\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:9:\"slug-slug\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:75:\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-slug-180x29.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:1;a:6:{s:4:\"data\";s:11:\"\n			\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:67:\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-ocw.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:8:\"slug-ocw\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:74:\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/slug-ocw-180x29.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:2;a:6:{s:4:\"data\";s:7:\"\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:88:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2015/10/Basic_course_banner.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:1:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:18:\"Basic 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basics: What does Google do?\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:49:\"https://yoast.com/seo-basics-what-does-google-do/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:58:\"https://yoast.com/seo-basics-what-does-google-do/#comments\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Tue, 15 Nov 2016 12:50:43 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:3:{i:0;a:5:{s:4:\"data\";s:11:\"Content SEO\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:16:\"Google algorithm\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:2;a:5:{s:4:\"data\";s:13:\"Link building\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:27:\"https://yoast.com/?p=849398\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:323:\"How does Google work? What does Google actually do? For many of you this will be fairly old news. But for all the SEO newbies: let me explain (in easy to understand prose) what Google actually does. Understanding Google could really help you create an SEO strategy that works! How does Google work? Search engines [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:19:\"Marieke van de Rakt\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:7400:\"<p>How does Google work? What does Google actually do? For many of you this will be fairly old news. But for all the SEO newbies: let me explain (in easy to understand prose) what Google actually does. Understanding Google could really help you create an SEO strategy that works!</p>\n<h2>How does Google work?</h2>\n<p>Search engines like Google follow links. They follow links from one web page to another. Google consists of a crawler, an index and an algorithm. Google&#8217;s crawler follows the links on the web. It goes around the internet 24/7 and saves the HTML- version of all pages in a gigantic database, called the index. This index is updated if the Google crawler comes by your website again and finds new or revised web pages. The new version of this page is saved. Depending on the traffic on your site and the amount of changes you make on your website, Google crawlers come around more or less often.</p>\n<p>For Google to know of the existence of your site, there first has to be a link from another site &#8211; one that is already in the index &#8211; to your site. If crawlers follow that link it will lead to the first crawler-session and the first time your site is saved in the index. From then on, your website could appear in Google&#8217;s search results.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/basic-seo-training/\">New to SEO? Learn the Basics of SEO in our <span>Basic SEO course</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/basic-seo-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2015/10/Basic_course_banner.png\" alt=\"Basic SEO training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=489726&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 199</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 199</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/basic-seo-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>Google’s secret algorithm</h2>\n<p>After indexing your website, Google can show it in the search results. Google tries to match a certain search query with web pages that it has indexed. To do so Google has a specific algorithm that decides which pages are shown in which order. How this algorithm works is a secret. Nobody knows exactly which factors decide the ordering of the search results.</p>\n<p>Google&#8217;s algorithm isn&#8217;t static. It changes regularly. The factors that determine the ordering and the importance of the different factors change very often. Although the algorithm is secret, Google does tell us which things are important. We don&#8217;t know how important though, and we don&#8217;t know whether Google communicates about all factors. <span style=\"font-size: 1em; letter-spacing: 0.01em;\">Testing and experimenting </span>gives<span style=\"font-size: 1em; letter-spacing: 0.01em;\"> us a relatively good feel for the important factors and changes in these factors. We incorporate these factors in our <a href=\"https://yoast.com/wordpress/plugins/seo/\">SEO plugin</a> and tell you about it in our many <a href=\"https://yoast.com/seo-blog/\">blog posts</a>.</span></p>\n<h2>Google’s results page</h2>\n<p>Google’s results page &#8211; also known as an <dfn><abbr title=\"Search Engine Results Page\">SERP</abbr></dfn>&#8211; shows about 7 or 10 links to sites which fit your search the best (according to Google). We refer to these results as the organic search results. If you click to the second page of the result page, more results are shown. The further down the results you are, the less likely someone is going to find your site.<br />\nAbove the 10 links on the first page are paid links, most of the time. These links are ads; people have paid Google to put these links at the top of the site when people search for a specific term. Prices for these ads vary greatly, depending on the competitiveness of the search term.</p>\n<h2>The value of links for search engines</h2>\n<p>It’s very important to have a basic understanding of how Google and most other search engines use links. The number of links pointing to a page is used to determine how important that page is. So, the more links a specific site has, the more important search engines think it is. Both internal links (coming from the same website) as well as external links (from other websites) could help in the ranking of a webpage in Google. Some links are more important than others, though. Links from websites that have a lot of incoming links themselves are generally more important than links from small websites with only a few incoming links.</p>\n<p>The importance of links actually was something that lead to active link building. As long as you are collecting links that are useful and logical, <a href=\"https://yoast.com/successful-linkbuilding-strategy/\">link building can be a good SEO strategy</a>. But if you are collecting (or worse buying) shady links, Google may punish you for that. Read more about the dangers of link building <a href=\"https://yoast.com/link-building-what-not-to-do/\">in this article</a>.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/keyword-research-training/\">Learn how to set up a keyword strategy for your site in our <span>Keyword research training</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/keyword-research-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Keyword_research_banner.png\" alt=\"Keyword research training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=935784&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 99</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 99</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/keyword-research-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>SEO and Google</h2>\n<p>Search Engine Optimization (SEO) is the practice of optimizing sites to (attempt to) make them appear in a high position in the organic search results. In order to do so, SEO tries to shape a website according to Google’s algorithm. Although Google’s algorithm remains secret, over a decade of experience in SEO has resulted in a pretty good idea about the important factors.</p>\n<p>We monitor all communications by Google about (changes in) the algorithm and we test what actually works in the search engines. At Yoast, we advocate <a href=\"https://yoast.com/holistic-seo/\">holistic SEO</a>. Your SEO strategy should never feel like a trick. Google wants to show the user the result that fits his or her search query best. 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However, not every site offering the same product has the same rich snippets. This could have two reasons. One, Google doesn’t deem the site important enough to show additional metadata. Or two, the site hasn&#8217;t been [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:12:\"Edwin Toonen\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:10575:\"<p>You see them in search results a lot: product listings with added metadata, like price, availability, reviews and specifications. However, not every site offering the same product has the same rich snippets. This could have two reasons. One, Google doesn’t deem the site important enough to show additional metadata. Or two, the site hasn&#8217;t been enhanced with Schema.org data. In this article, we’ll focus on Schema.org data for product listings. Already have Schema.org for your products? Learn how to handle your sale prices!</p>\n<h2>Structured data for rich snippets</h2>\n<p>The information in rich snippets doesn’t just magically appear; you have to add in the data to give Google the chance to add it to the results. Even then, it’s up to Google if your data is visible or not. <a href=\"https://developers.google.com/search/docs/guides/intro-structured-data\">Google uses structured data</a> to include the extra data in the search results. The markup for structured data is taken from an open initiative called <a href=\"http://schema.org\">Schema.org</a>. This data format is developed by several search engines to make sure data can be consistently interpreted by them. You can add all kinds of stuff, like product information, ratings and reviews, or information about your local business.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/seo/\">Optimize your site for search & social media and <span>keep it optimized</span> with Yoast SEO Premium &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\" alt=\"Yoast SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=105243&yst_action_edd=add_to_cart\" data-modal-product-id=\"105243\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<p>To implement structured data, you need to offer search engines the correct markup. Microdata, RDFa, and JSON-LD are the most important technologies used to work with structured data. <a href=\"https://yoast.com/json-ld/\">JSON-LD</a> is a lightweight data format that’s easy to read for both humans and machines and appears to be favored by Google these days. Remember, Bing still doesn’t support it.</p>\n<div id=\"attachment_849486\" class=\"wp-caption alignnone\"><img class=\"wp-image-849486 size-large\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/rich-snippets-1-600x150.png\" alt=\"Rich snippets products\" width=\"600\" height=\"150\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/rich-snippets-1-600x150.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/rich-snippets-1-250x62.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/rich-snippets-1.png 678w\" sizes=\"(max-width: 600px) 100vw, 600px\" /><p class=\"wp-caption-text\">Rich snippets for a Sony camera on BHPhotoReview.com</p></div>\n<h2>An example product</h2>\n<p>There are two kinds of product information you can show in search results. A <strong>product page</strong> describes a single product, while a <strong>shopping aggregate page</strong> describes a list with a single product along with different sellers that offer that product.</p>\n<p>Your landing page should contain a Schema.org <strong>Product</strong> type; this is the product you are selling. It should also contain a nested <strong>Offer</strong> type; this type describes how the product is sold. The data should be present in the HTML code and not be rewritten in JavaScript.</p>\n<p>There are a couple of guidelines you need to follow to work with product markup. For instance, you must use it only for individual products, not a product category. You cannot use it for adult related products, and the name of a reviewer must be a valid name or team.</p>\n<h3>Example code</h3>\n<p>The code below describes an example product. In this code, you see different parts of Schema.org code, plus the way JSON-LD presents these. Some highlights:</p>\n<ul>\n<li><strong>type:</strong> Describes what kind of product it is</li>\n<li><strong>name, image and description:</strong> These are quite obvious</li>\n<li><strong>brand:</strong> The brand of the product\n<ul>\n<li><strong>thing:</strong> A thing is the most generic type of item</li>\n</ul>\n</li>\n<li><strong>aggerateRating:</strong> A nested aggregate rating of the product\n<ul>\n<li><strong>ratingValue:</strong> Is the average rating of the product</li>\n<li><strong>reviewCount: </strong>The total number of reviews</li>\n</ul>\n</li>\n<li><strong>offers:</strong> This an indication that the product is for sale\n<ul>\n<li><strong>offer:</strong> An offer to provide a service or sell a product</li>\n<li><strong>priceCurrency and price:</strong> These are quite obvious</li>\n</ul>\n</li>\n<li><strong>review:</strong> A written review of the product, plus rating\n<ul>\n<li><strong>type:</strong> The Schema.org type is a review, of course</li>\n<li><strong>author:</strong> Who wrote it? Has to be a real name</li>\n<li><strong>datePublished:</strong> When was it published?</li>\n<li><strong>description:</strong> The body text of the review</li>\n<li><strong>name:</strong> The title of the review</li>\n<li><strong>reviewRating:</strong> What grade did it get (1-5)\n<ul>\n<li><strong>bestRating:</strong> Five is the max</li>\n<li><strong>ratingValue:</strong> The rating the reviewer gave</li>\n<li><strong>worstRating:</strong> One is the lowest</li>\n</ul>\n</li>\n</ul>\n</li>\n</ul>\n<p>Other things you can add to your page are, among other things, availability, different kinds of product identification, like SKU, model, color, height, depth and a highPrice and lowPrice.</p>\n<pre>&lt;script type=\"application/ld+json\"&gt;\r\n{\r\n\"@context\": \"http://schema.org/\",\r\n  \"@type\": \"Product\",\r\n  \"name\": \"Yoast SEO for WordPress\",\r\n  \"image\": \"https://cdn-images.yoast.com/uploads/2010/10/Yoast_SEO_WP_plugin_FB.png\",\r\n  \"description\": \"Yoast SEO is the most complete WordPress SEO plugin. It handles the technical optimization of your site &amp; assists with optimizing your content.\",\r\n\"brand\": {\r\n  \"@type\": \"Thing\",\r\n  \"name\": \"Yoast\"\r\n  },\r\n\"aggregateRating\": {\r\n  \"@type\": \"AggregateRating\",\r\n  \"ratingValue\": \"4.7\",\r\n  \"reviewCount\": \"7514\"\r\n },\r\n\"offers\": {\r\n  \"@type\": \"Offer\",\r\n  \"priceCurrency\": \"USD\",\r\n  \"price\": \"69.00\"\r\n  },\r\n\"review\": {\r\n  \"@type\": \"Review\",\r\n  \"author\": \"Hank Jones\",\r\n  \"datePublished\": \"2016-11-01\",\r\n  \"description\": \"Yoast SEO is a great plugin.\",\r\n  \"name\": \"Awesome!\",\r\n \"reviewRating\": {\r\n  \"@type\": \"Rating\",\r\n  \"bestRating\": \"5\",\r\n  \"ratingValue\": \"5\",\r\n  \"worstRating\": \"1\"\r\n  }\r\n }\r\n}\r\n&lt;/script&gt;</pre>\n<h2>Ratings and reviews</h2>\n<p>We’ve been talking about ratings and reviews in a <a href=\"https://yoast.com/grow-your-business-with-ratings-and-reviews/\">previous article</a>. There is a small, but important difference between a rating and a review. A rating is a value a product gets on a scale from one to five. A review uses the same scale, but also adds a written explanation text to the rating.</p>\n<p>In the code example above, we’ve added a rating and reviews section. This kind of information can be picked up by Google and shown in the search results, right beside your product listing.</p>\n<p>Keep the following in mind when working with reviews and ratings. You should clearly refer to a specific product or service. The reviews and ratings must be visible to users from the marked-up page. Use it only for a particular product, not a category. You can only use a valid name for a reviewer, so no ‘Black Friday sale: $50 off’. Plus, ratings have to use the five-point scale.</p>\n<h2>Temporary price drops in Schema.org</h2>\n<p>Let’s say you are running a Black Friday sale, and you want it to appear in the search results. Normally, you&#8217;d change the price in your Schema.org data and wait for Google&#8217;s crawlers to pick it up. However, there is another way to get temporary price/data changes in the results.</p>\n<p>To do this, you can use <a href=\"http://schema.org/Offer\">Schema.org/Offer</a> and <a href=\"http://schema.org/PriceSpecification\">Schema.org/PriceSpecification</a>. Specify the correct price and the date when the price starts (priceValidFrom) and ends (priceValidUntil). Once you have written your code, you always have to make sure your structured data is valid. To check this, you can use the <a href=\"https://search.google.com/structured-data/testing-tool\">Structured Data Testing Tool</a>.</p>\n<p>If you want to update your price now, you could hit Fetch and Render in Google Search Console and Submit to index. Now, you just have to cross your fingers and hope Google picks it up as soon as possible.</p>\n<pre>&lt;script type=\"application/ld+json\"&gt;\r\n{\r\n\"@context\": \"http://schema.org/\",\r\n  \"@type\": \"Product\",\r\n  \"name\": \"An excellent product\",\r\n  \"image\": \"http://www.example.com/example.jpg\",\r\n  \"description\": \"You really should buy this excellent product, because it\'s excellent.\",\r\n  \"mpn\": \"567896\",\r\n  \"brand\": {\r\n  \"@type\": \"Thing\",\r\n  \"name\": \"Excellent product\"\r\n  },\r\n\"aggregateRating\": {\r\n  \"@type\": \"AggregateRating\",\r\n  \"ratingValue\": \"5\",\r\n  \"reviewCount\": \"5657\"\r\n  },\r\n\"offers\": {\r\n  \"@type\": \"Offer\",\r\n  \"priceCurrency\": \"USD\",\r\n  \"price\": \"99.99\",\r\n  \"validFrom\": \"2016-11-28\",\r\n  \"priceValidUntil\": \"2016-11-29\",\r\n  \"itemCondition\": \"http://schema.org/NewCondition\",\r\n  \"availability\": \"http://schema.org/InStock\",\r\n\"seller\": {\r\n  \"@type\": \"Organization\",\r\n  \"name\": \"Maker of excellent products\"\r\n  }\r\n }\r\n}\r\n&lt;/script&gt;</pre>\n<h2>This is only the beginning</h2>\n<p>We’ve only shown you the tip of the iceberg. There’s a lot more you can do with Schema.org, and there’s a ton of terms you can add to make your listings even richer. Schema.org is a treasure trove of structured data vocabulary. On <a href=\"http://pending.schema.org\">pending.schema.org</a>, you can find upcoming terms.</p>\n<p>Remember that you should never provide incorrect metadata for Google. 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That must mean the product is just the right thing for you as well. However, ratings and reviews are not just valuable for your customers alone: Google uses them in various ways too, as I&#8217;ll explain in this post. Moreover, I&#8217;ll show how you can help Google show ratings and reviews in the search results, with the right <a href=\"https://schema.org\">Schema.org</a> markup.</p>\n<h2>Ratings</h2>\n<p>Ratings for your website or online shop can be twofold:</p>\n<ul>\n<li>For your entire business</li>\n<li>For a specific product</li>\n</ul>\n<h3>Business ratings</h3>\n<p>Ratings for your brand or shop will most probably be given on a website like <a href=\"http://www.resellerratings.com/\">Resellerratings.com</a> or <a href=\"https://www.google.com/business/\">Google My Business</a>. Google will see these ratings and will even add Google My Business ratings to their Knowledge Graph information. The time that Google added stars to search result pages for any website that added these ratings in schema.org is over. Google was simply flooded with ratings, and it made less sense to add them to all the results anymore. That doesn&#8217;t mean they are entirely gone, as the opinion of your visitor or customer is still equally valuable to Google. So where it makes sense, like for hotels, Google will still show that rating. Google also tends to show shop ratings in their Google Shopping results, by the way:<img class=\"alignnone size-full wp-image-849373\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-shop-rating.jpg\" alt=\"rating of shop in SERP \" width=\"1736\" height=\"258\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-shop-rating.jpg 1736w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-shop-rating-250x37.jpg 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-shop-rating-768x114.jpg 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-shop-rating-600x89.jpg 600w\" sizes=\"(max-width: 1736px) 100vw, 1736px\" /></p>\n<h3>Product ratings</h3>\n<p><a href=\"https://yoast.com/rich-snippets-product-listings/\">Product ratings </a>are a bit of a different breed, although they work pretty much the same. Have people rate a product on your website, and add an <a href=\"https://schema.org/AggregateRating\">Aggregate rating</a> on a nice spot on your product page. Next to Google picking up on that rating and showing it in, for instance, the Google Shopping result, it increases trust in a product.</p>\n<p><img class=\"alignnone size-full wp-image-849371\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-product-rating.jpg\" alt=\"product rating in SERP\" width=\"1742\" height=\"240\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-product-rating.jpg 1742w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-product-rating-250x34.jpg 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-product-rating-768x106.jpg 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/hue-product-rating-600x83.jpg 600w\" sizes=\"(max-width: 1742px) 100vw, 1742px\" /></p>\n<p>As you can see, product ratings have a different color in Google Shopping results.</p>\n<p>Besides, in their Shopping results, you can also find product reviews from major websites in the search result pages, like this one from <a href=\"https://www.cnet.com/\">CNET</a>:</p>\n<p><img class=\"alignnone size-full wp-image-849369\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/cnet-review.jpg\" alt=\"cnet review\" width=\"1244\" height=\"258\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/cnet-review.jpg 1244w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/cnet-review-250x52.jpg 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/cnet-review-768x159.jpg 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/cnet-review-600x124.jpg 600w\" sizes=\"(max-width: 1244px) 100vw, 1244px\" /></p>\n<p>CNET is a trusted source for Google, so they feel comfortable showing that rating and link these reviews on page one in the search result pages.</p>\n<p>Obviously, it’s key to monitor these ratings and act if a product is just getting negative reviews. Either contact the reseller and ask them to fix the issues or stop selling that specific product.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/local-seo/\">Make sure your customers find your shop! Optimize your site with our <span>Local SEO plugin</span> and show you opening hours, locations, map and much more! &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/local-seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_Local_SEO_plugin_Banner.png\" alt=\"Local SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=48421&yst_action_edd=add_to_cart\" data-modal-product-id=\"48421\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/local-seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>Reviews</h2>\n<p>Most of the times the ratings we discussed earlier are just half of a package deal. Ratings are great, and great ratings even greater. But if that rating is accompanied by a detailed review as well, people will be able to relate to the experience another customer had even more. Regardless if that’s for a product or an entire website. These reviews influence the decision-making process of your visitor. If they come to your website and see only negative reviews, written by real people that speak from experience, they will think twice. If these reviews are all raving about the product, people will just need a split second to click the buy button.</p>\n<h3>Reviews influence local ranking</h3>\n<p>Especially for local rankings, or local products, <a href=\"https://moz.com/local-search-ranking-factors\">reviews are important</a>. They tell Google the public perception of a brand or website. Google can process these reviews and take them into account for rankings if needed. Websites like <a href=\"https://yelp.com/\">Yelp</a> and <a href=\"https://foursquare.com/\">Foursquare</a> help people from all over the world to find the right coffee shop or bakery. Sites like <a href=\"http://www.booking.com/\">Booking.com</a> tell people where to stay and allow people to share their experiences afterward. If you have sufficient reviews, Google shows these ratings and allows you to pick right from their search result pages already. If you search for a specific hotel in Google, you’ll find even more reviews in the search result pages:</p>\n<p><img class=\"alignnone size-full wp-image-849375\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende.jpg\" alt=\"ratings and reviews hotel in serp\" width=\"1232\" height=\"1154\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende.jpg 1232w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende-250x234.jpg 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende-768x719.jpg 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende-600x562.jpg 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/ratings-reviews-hotel-larende-160x150.jpg 160w\" sizes=\"(max-width: 1232px) 100vw, 1232px\" /></p>\n<p>It’s up to you which source you trust more. But we think you can’t go wrong with this hotel, right?</p>\n<p>The image shows that you shouldn’t rule out Facebook in this as well. Maintain an active page and allow for reviews. Again, monitor these. All this positive ‘word of mouth’ combined will contribute to Google liking and ranking your online shop even better.</p>\n<h2>Ratings, reviews, and Schema.org</h2>\n<p>Google uses structured data to include extra information in the search results. The markup for structured data is taken from a vocabulary called Schema.org. A combined effort of Yahoo, Microsoft, Google and Yandex, this open data format’s goal is to offer structured data that search engines can consistently use to present rich results. This could be product information, ratings, and reviews, or information about your local business.</p>\n<p>To implement structured data, you need to offer search engines the correct markup. There are a couple of ways of doing that: Microdata, RDFa, and <a href=\"https://yoast.com/json-ld/\">JSON-LD</a>. <a href=\"https://developers.google.com/search/docs/data-types/data-type-selector\">According to Google</a>, the latter is the easiest way of adding metadata to sites these days. JSON-LD is a lightweight data-format that’s easy to read for both humans and machines. You can test your code in Google&#8217;s <a href=\"https://search.google.com/structured-data/testing-tool\">Structured Data Test Tool</a>.</p>\n<h3>Reviews and ratings</h3>\n<p>By adding certain Schema.org elements to your code, it&#8217;s possible for Google to add reviews and ratings to your search results. You need to tell which parts are about the review and what that element represents. In Schema.org a rating is the aggregate value a product gets. A review is a rating, with an explanation in text. Remember that it is no longer possible to aggregate reviews from sites as yelp.com and use these to enhance your Schema.org. If you are a local business, your reviews must be published on your site.</p>\n<p>In the example below, you see a typical Schema.org review in JSON-LD format. A couple of highlights:</p>\n<ul>\n<li><strong>type:</strong> The schema.org type (a review)\n<ul>\n<li><strong>itemReviewed:</strong> What you are reviewing</li>\n<li><strong>type:</strong> The schema.org thing (a thing)</li>\n</ul>\n</li>\n<li><strong>reviewRating:</strong> Is it a review or a rating?\n<ul>\n<li><strong>type:</strong> It’s a rating</li>\n<li><strong>ratingValue:</strong> The number of stars (1-5)</li>\n</ul>\n</li>\n<li><strong>name:</strong> The title of the review</li>\n<li><strong>author:</strong> Who wrote it?\n<ul>\n<li><strong>type:</strong> It’s a person, of course</li>\n<li><strong>name:</strong> Name of the author</li>\n</ul>\n</li>\n<li><strong>reviewBody:</strong> Where was the review published\n<ul>\n<li><strong>publisher:</strong> The actual publisher</li>\n<li><strong>type:</strong> Most of the time it’s an organization</li>\n<li><strong>name:</strong> Name of the organization</li>\n</ul>\n</li>\n</ul>\n<pre>&lt;script type=“application/ld+json”&gt;\r\n{\r\n “@context”: “http://schema.org/“,\r\n “@type”: “Review”,\r\n  “itemReviewed”: {\r\n  “@type”: “Thing”,\r\n  “image”: “https://cdn-images.yoast.com/uploads/2010/10/Yoast_SEO_WP_plugin_FB.png”,\r\n  “name”: “Yoast SEO”\r\n },\r\n “reviewRating”: {\r\n  “@type”: “Rating”,\r\n  “ratingValue”: “5”\r\n },\r\n “name”: “The best SEO plugin ever!”,\r\n  “author”: {\r\n  “@type”: “Person”,\r\n  “name”: “Calvin Jones”\r\n },\r\n “reviewBody”: “I love working with it.”,\r\n  “publisher”: {\r\n  “@type”: “Organization”,\r\n  “name”: “WordPress.org”\r\n }\r\n}\r\n&lt;/script&gt;</pre>\n<h3>Products</h3>\n<p>The same can be done for <a href=\"https://yoast.com/rich-snippets-product-listings/\">product listings</a>. If you use the right markup, Google can pick up the data and show it in the results. You can add specifications, price, availability, reviews and ratings, and more to your listings. The code to use is comparable to the one above. In a future post, we’ll be elaborating on that a bit more.</p>\n<h3>Local businesses</h3>\n<p>Reviews are a godsend for local businesses. That’s why it’s rather important to add them to your listings. Using Schema.org and, for instance, JSON-LD, you give Google the opportunity to add your ratings to the search results. Potential customers will get a good idea of the quality of your business, right in the search engine. 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Our other plugins also received numerous updates, in particular, Video SEO.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/seo/\">Optimize your site for search & social media and <span>keep it optimized</span> with Yoast SEO Premium &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\" alt=\"Yoast SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=105243&yst_action_edd=add_to_cart\" data-modal-product-id=\"105243\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>Accessibility first</h2>\n<p>As we’ve said many times before, the web should be accessible for everyone. <a href=\"https://yoast.com/dev-blog/web-content-accessibility-yoast/\">We’re working hard to do our part.</a> What better product to enhance than our own. 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Justin Bieber is a term that is used very, very often. So, should we all start writing about Justin Bieber then? The answer of course is: (please) no. In this post, I explain why blogging about Justin Bieber &#8211; [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:19:\"Marieke van de Rakt\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:4613:\"<p>You want to rank on the words that are used a lot in the search engines, right? Justin Bieber is a term that is used very, very often. So, should we all start writing about Justin Bieber then? The answer of course is: (please) no. In this post, I explain why blogging about Justin Bieber &#8211; or other highly competitive terms &#8211; probably isn&#8217;t the best SEO strategy for you.</p>\n<h2>Attracting traffic is only step one</h2>\n<p>Let&#8217;s just imagine for a second you would be able to rank for a highly competitive search term as &#8216;Justin Bieber&#8217;. You&#8217;d appear in the top of the search results with your post about Justin. Unless you actually are a Belieber and have a site about Justin, attracting traffic on the search term &#8216;Justin Bieber&#8217; is pretty much useless, though. People searching for &#8216;Justin Bieber&#8217; want to read content about Justin Bieber. If your website is about flyfishing, barn animals or SEO plugins for that matter, the beliebers won&#8217;t stay on your website. They do not want to read your content or buy your products. These people are not your audience. Ranking on search terms simply because they&#8217;re popular doesn&#8217;t work, unless these terms are popular among <em>your</em> audience and in <em>your</em> <a href=\"https://yoast.com/find-shop-niche/\">niche</a>.</p>\n<h2>Competitiveness of terms</h2>\n<p>Let&#8217;s be honest. Not every site will be able to instantly rank for Justin Bieber. Highly competitive terms are hard to rank for. That&#8217;s why our advice is to start out with focusing on those <a href=\"https://yoast.com/focus-on-long-tail-keywords/\">long tail keywords</a>. Long tail keywords are more specific and less competitive. If you have a site selling pencils and pens, trying to go after &#8216;pencils&#8217; as a search term may be a competitive market. You could start out by trying to rank for &#8216;pencils for drawing&#8217; or &#8216;pencils for writing&#8217;, depending on what you&#8217;re selling specifically. If you&#8217;re able to rank for those longer and more specific search terms first, you could then aim to rank for the more competitive ones (in your niche).</p>\n<p>Another benefit from focusing on long tail keywords is that these terms usually convert better. People using specific terms in their search behavior already have a pretty good idea about what they want. If they find the thing they&#8217;re looking for on your website, the chance they buy your stuff is rather high.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/ebooks/content-seo-2/\"><span>Content SEO</span>: learn how to do keyword research, how to structure your site and how to write SEO friendly content &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/ebooks/content-seo-2/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2015/02/Content_eBook_Banner.png\" alt=\"Content SEO\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=306493&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 19</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 19</span> - Buy now &raquo;</a><a href=\"https://yoast.com/ebooks/content-seo-2/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>Conclusion: don&#8217;t blog about Justin unless you are a Belieber</h2>\n<p>Blogging about highly competitive terms only to rank in the search engines is a completely useless SEO tactic. It will be really, really, really hard to compete with all the others focusing on these terms. Ranking on these highly competitive terms is therefore very hard. More importantly, ranking on these terms will probably not <a href=\"https://yoast.com/marketing-your-blog/\">attract the audience</a> you want to attract to your website.</p>\n<p>You should do your very own <a href=\"https://yoast.com/keyword-research-ultimate-guide/\">keyword research</a>. Find out which terms are beneficial for your site to rank on. Find out which words your audience is using while searching for your products and similar products. That&#8217;ll attract the traffic that will actually stay on your site!</p>\n<p class=\"readmore\"><a title=\"Why every content SEO strategy should start with keyword research\" data-prefix=\"Keep reading\" href=\"https://yoast.com/why-every-content-seo-strategy-should-start-with-keyword-research/\">Keep reading: &lsquo;Why every content SEO strategy should start with keyword research&rsquo; &raquo;</a></p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:36:\"http://wellformedweb.org/CommentAPI/\";a:1:{s:10:\"commentRss\";a:1:{i:0;a:5:{s:4:\"data\";s:59:\"https://yoast.com/should-you-blog-about-justin-bieber/feed/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:38:\"http://purl.org/rss/1.0/modules/slash/\";a:1:{s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:1:\"8\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:29:\"http://search.yahoo.com/mrss/\";a:2:{s:9:\"thumbnail\";a:1:{i:0;a:5:{s:4:\"data\";s:0:\"\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:3:\"url\";s:89:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2015/02/Content_eBook_Banner.png\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"content\";a:1:{i:0;a:6:{s:4:\"data\";s:7:\"\n			\n		\";s:7:\"attribs\";a:1:{s:0:\"\";a:2:{s:3:\"url\";s:89:\"https://yoast.com/yoast-mercury.s3.amazonaws.com/uploads/2015/02/Content_eBook_Banner.png\";s:6:\"medium\";s:5:\"image\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:1:{s:29:\"http://search.yahoo.com/mrss/\";a:1:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:11:\"Content SEO\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:4:\"type\";s:4:\"html\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}}}}}i:10;a:6:{s:4:\"data\";s:61:\"\n		\n		\n		\n		\n		\n				\n		\n		\n		\n		\n\n		\n		\n				\n			\n		\n	\n		\n		\n	\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:6:{s:0:\"\";a:7:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:59:\"How to reduce HTTP requests to speed up your WordPress site\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:49:\"https://yoast.com/reduce-http-requests-wordpress/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:58:\"https://yoast.com/reduce-http-requests-wordpress/#comments\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Fri, 04 Nov 2016 12:00:06 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:5:{i:0;a:5:{s:4:\"data\";s:9:\"WordPress\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:6:\"How to\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:2;a:5:{s:4:\"data\";s:10:\"Site Speed\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:3;a:5:{s:4:\"data\";s:17:\"WordPress Plugins\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:4;a:5:{s:4:\"data\";s:16:\"WordPress Themes\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:24:\"http://yoast.com/?p=3662\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:316:\"Having a website, online shop or blog that’s fast is a must nowadays. A fast website doesn’t only give your visitors a much better experience, but it also helps your website to rank. Sending fewer HTTP requests to the server can improve the loading times of your website. But why is that? What are HTTP [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:12:\"Jimmy Comack\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:11006:\"<p>Having a website, online shop or blog that’s fast is a must nowadays. A fast website doesn’t only give your visitors a much better experience, but it also helps your website to rank. Sending fewer HTTP requests to the server can improve the loading times of your website. But why is that?</p>\n<h2>What are HTTP requests?</h2>\n<p>HTTP requests are requests that get sent to the server whenever someone visits your website. These requests can contain a variety of information for the server to process and act upon. The most important part of such a request is the URL. Based on this information, the server will try to return a valid response, such as a file. The first stable implementation of HTTP, HTTP/1.0, does these requests in series. This means that a group of requests needs to be finished before the next group is sent. Obviously, this means that pages with a lot of external files will suffer from longer loading times, making your website slow.</p>\n<h2>Speeding up initial loading times</h2>\n<p>As described in the previous section, loading a lot of files one after another will result in longer loading times. Now you might be wondering “How do I speed this process up?”. Luckily, there are a few techniques and advancements in browser technology that can help you with this.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/hire-us/website-review/\">Order a <span>website review</span> and get a plugin of your choice for free. We\'ll even configure it for you &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/hire-us/website-review/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/08/Review_Banner.png\" alt=\"Get a Yoast website review\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=173931&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 699</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 699</span> - Buy now &raquo;</a><a href=\"https://yoast.com/hire-us/website-review/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h3>Browser pipelining</h3>\n<p>Since the introduction of HTTP/1.1, it has been possible to use a feature called “browser pipelining”. This feature allows the browser to fetch multiple files in rapid succession, without waiting for a previous request to finish. This means that the browser doesn’t have to wait as long to send off the next request.</p>\n<p>In theory, this would be a very handy feature to have enabled by default. Sadly, in practice, this system still has some flaws. Due to its asynchronous nature, it’s possible that files load in the wrong order.</p>\n<p>Let&#8217;s take a custom jQuery plugin as an example of how browser pipelining could do more harm than good. As your custom plugin depends on jQuery, the jQuery library needs to be fully loaded before your plugin can properly run. You might already see where this could go wrong; because browser pipelining doesn’t wait for previous requests, your plugin could load before jQuery. The result? JavaScript errors.</p>\n<p>This problem with load order can also easily occur with something like images. In the case of images, it’s possible that the order in which the images get displayed differs from the actual order in your HTML.</p>\n<h4>HOL blocking</h4>\n<p>Another phenomenon that sometimes occurs when using browser pipelining is Head-of-line blocking (HOL blocking). What this means is that a particular packet (a part of a file) is keeping another packet of the same file from successfully completing. Other packets can only continue on their way once the delivery of the first package to the browser ends.</p>\n<p>Due to the issues mentioned, most browsers disable HTTP pipelining by default. In the latest version of HTTP, aptly named HTTP/2, the issues with pipelining are addressed by using a technique called <a href=\"http://qnimate.com/what-is-multiplexing-in-http2/\">multiplexing</a> which sends multiple HTTP requests over a single TCP connection. If you want to use this technique, make sure your server and your audience&#8217;s browsers, <a href=\"http://caniuse.com/#feat=http2\">properly support</a> HTTP/2.</p>\n<h3>Move JavaScript files out of the head section</h3>\n<p>There’s another way to make your website to load faster without much extra hassle. But first a brief history lesson!</p>\n<p>Placing all the required CSS and JavaScript in your &lt;head&gt; section used to be considered common practice. However, the problem with this technique is that the rest of your HTML won’t display because these files block its rendering. This results in your visitors looking at a blank page for a couple of seconds.</p>\n<p><a href=\"https://developer.yahoo.com/blogs/ydn/high-performance-sites-rule-6-move-scripts-bottom-7200.html\">As early as 2007</a>, a new best practice surfaced. This best practice recommends moving all the JavaScript from your &lt;head&gt; section to the bottom of your page, just before the &lt;/body&gt; tag. Why? Because JavaScript blocks any further rendering of a page until it has loaded all its files. By moving the JavaScript, the page’s HTML renders first instead of last. Sometimes it&#8217;s possible that you want the rendering of the page to wait until a particular JavaScript file loads. This would be the only exception when it comes to moving files out of the &lt;head&gt; section of your HTML.</p>\n<p>Moving CSS to the bottom of the page is <em>not</em> recommended, as it stops the browser from correctly displaying and formatting your content. This impacts the overall user experience. Nobody wants to visit a website where text jumps around the screen because a stylesheet doesn&#8217;t load until the very end. Although moving your JavaScript to the bottom of your page doesn’t reduce the number of HTTP requests, it does help improve the overall experience.</p>\n<h3>Reduce the number of files</h3>\n<p>Another option to speed up your website is by limiting the number of files that load. This is because for every file you try to load, your browser sends a separate HTTP request to the server. Fewer files means fewer requests and therefore a faster website.</p>\n<p>Most commonly, JavaScript, CSS, and images are the main culprits when it comes to slow loading pages. To combat this, you can use a few techniques, namely:</p>\n<h4>Minifying and concatenating your JavaScript and CSS files.</h4>\n<p>By minifying and concatenating assets such as CSS and JavaScript, you not only reduce the overall file size, but you also minimize the amount of files that need to load. A good rule-of-thumb is to group files based on their respective functions; if you have multiple files that do something with image manipulation, it might be a good idea to concatenate those.</p>\n<p>Additionally, by limiting the amount of CSS files that load initially, you reduce the overall loading time. In that case, minification and concatenation can help as well. After the initial loading of CSS files, your browser caches it so subsequent requests shouldn’t take up as much time. You can imagine that having a single file with all the relevant CSS, plus the caching, can significantly improve the overall experience.</p>\n<p>If you have CSS that is very specific for a particular page, you’re better off loading that file separately. As a result, you won&#8217;t unnecessarily ship specific CSS rules that aren&#8217;t used elsewhere in your HTML.</p>\n<p>There are plenty of online tools to help you with minification and concatenation during development. You can also use a plugin, such as <a href=\"https://wp-rocket.me/\">WP Rocket</a>, to help you out with this.</p>\n<h4>Optimizing images</h4>\n<p>Some themes are heavily dependent on pictures. Because images are also separate files themselves, they too fall victim to the limitations of HTTP. To get around this, it is possible to make use of a technique called <a href=\"https://css-tricks.com/css-sprites/\">CSS spriting</a>. This technique allows you to take multiple images (usually of a similar size) and reduce them into a single image. Then with some smart CSS techniques, you manipulate the sprite and only display a specific part of it. There are a couple of online tools that can help with this, such as <a href=\"http://spriteme.org/\">SpriteMe</a>. It’s unnecessary to create sprites for _all_ your images, but it’s worth putting in the extra effort for things like backgrounds and social media icons.</p>\n<h4>Lazy loading</h4>\n<p>Another way to ensure images won’t make your pages slow, is using a &#8220;lazy loading” plugin. Lazy loading is a technique where some JavaScript looks at the current viewport of the visitor and only loads images that are (almost) within view. A good plugin for this is the <a href=\"http://www.appelsiini.net/projects/lazyload\">Lazy Load</a> plugin which delays loading of images until the user starts scrolling down the page.</p>\n<h3>Bonus tip: use a CDN</h3>\n<p>Finally, here’s an extra tip. Content Delivery Networks, or CDNs, are a network of optimized servers across the globe that guarantee fast delivery of static content such as images, CSS and JavaScript. The main advantage of using a CDN is that you’re retrieving content from a separate server. This overcomes one of the HTTP restrictions which limits sending a large amount of requests to a single server in one go. By overcoming this restriction, you can achieve shorter loading times! Another advantage of these CDN’s is that the data comes from a server closest to your visitor’s physical location. Shorter distances to the server means faster data retrieval. It&#8217;s possible to use more than one CDN, which means your browser can deal with <em>even more</em> HTTP requests at the same time.</p>\n<p>Here at Yoast, we use <a href=\"https://www.maxcdn.com/yoast/?clickid=wfv2NKWw42GmwEK20V0GQy8HUkkR5CR5VWEL340&amp;mp_value1=&amp;mp_value2=&amp;mp_value3=\">MaxCDN</a> (affiliate link), but with the rising popularity of CDN’s, there are plenty others to choose from. Once you&#8217;ve found a CDN provider of your liking, using a caching plugin like WP Rocket can help you to configure your CDN for your website.</p>\n<h2>Conclusion: Reduce those HTTP requests</h2>\n<p>As you can see, plenty techniques are available to decrease the loading time of your website. By far, the biggest improvement you can make is reducing the amount HTTP requests you send to the server. Additionally, making the files smaller through minification can also help speed things up.</p>\n<p>So, go forth and optimize your CSS and JavaScript! Lower those HTTP requests! 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If your shop has a few hundred or a thousand articles, it might help if you offered your customers a filtering option. You must do whatever you can to help your customer get to the desired product as soon as possible. Ecommerce filters can help you solve [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:16:\"Michiel Heijmans\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:11466:\"<p>Online shops rarely sell just a few products. If your shop has a few hundred or a thousand articles, it might help if you offered your customers a filtering option. You must do whatever you can to help your customer get to the desired product as soon as possible. Ecommerce filters can help you solve this problem.</p>\n<h2>Why should you use eCommerce filters?</h2>\n<p>Ecommerce filters help you to break down long lists of products into manageable results. If you implement them correctly, your clients will thank you with a higher conversion rate. But, only if you think these through. To achieve that, you must first make sure to tag your products properly and develop an accurate system of filters.</p>\n<p>Think about how people search your shop; do they drill down into the specs or are they more like seasonal shoppers looking for a new coat for autumn? The kind of filters you choose, depend on the kind of shop you run and the products you sell. Electronics have lots of specifications that can be placed in a filter. A shop that sells handmade scarfs can use filters for the material used or maybe what kind of style it is (urban, chic, outdoor, to name a few).</p>\n<p>Flawless <a href=\"https://yoast.com/product-page-ux/\">UX</a> and <a href=\"https://yoast.com/diy-test-mobile-site/\">usability</a> are very important for SEO. If you make your site function without fault, and your visitors can easily find what they want in your shop, you&#8217;ll get lower bounce rates and higher conversion rates. These are all signs for Google that your site works like it should and could result in higher rankings.</p>\n<p>These kinds of filters do come with a warning, though. If developed and implemented incorrectly they could harm your SEO. You do not want your CMS to automatically generate new URLs for every search query. Tread carefully. We&#8217;ll dive deeper into this in a later post.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/ebooks/ux-conversion-seo/\">For good SEO, you need a good user experience. Learn about <span>UX & Conversion</span>! &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/ebooks/ux-conversion-seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2015/10/UX_eBook_Banner.png\" alt=\"UX &#038; Conversion from a holistic SEO perspective\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=494978&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 19</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 19</span> - Buy now &raquo;</a><a href=\"https://yoast.com/ebooks/ux-conversion-seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h2>How to use eCommerce filters</h2>\n<p>A well-thought out filter system can save the consumer an enormous amount of time and frustration. Most of the time, however, we see filters that haven’t been properly developed. Think about all the shops where they implemented a site-wide filter. Don’t do this. That might be ok if you have just a few products in similar categories, but not if you’re aiming to be Amazon. Think about that for a moment: how would you ever find anything on Amazon if it wasn’t for that excellent filter system?</p>\n<p>So, you have to have category-specific filters. Place these front and center on your category pages. People shouldn’t miss this, because if they can’t find them, these filters don’t exist. In addition to that, if you only use site-wide eCommerce filters, some filter options won’t fit the category a customer is browsing. Filtering for a white, 18 megapixel, point-and-shoot camera doesn’t make sense when you’re on the DSLR category page and want to select the best DSLR cameras under $500.</p>\n<h2>Examples of eCommerce filters</h2>\n<p>If you want to see how filtering ought to be done, you have to study Amazon. This eCommerce behemoth tries to help customers find what they want in as little time as possible. Let’s say you are looking for over-ear headphones, that have good reviews from buyers. To help you with that, Amazon has made a buying guide for headphones that you can reach directly from the headphones category page.</p>\n<h3>Amazon.com</h3>\n<p>On this page, you can select which type of headphone you are looking for, and Amazon instantly presents you with a list of suggestions. You can narrow it down further by filtering on price, features or wireless type. By doing this, Amazon has done a lot of hard work for the customer. In a couple of seconds, you have a manageable list of headphones to go through.</p>\n<p><img class=\"alignnone size-large wp-image-849009\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_1_small-600x404.png\" alt=\"amazon buying guide headphones\" width=\"600\" height=\"404\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_1_small.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_1_small-250x168.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_1_small-223x150.png 223w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<p>In addition to the buying guide, you can reach the regular, more expansive filters by going directly to the over-ear headphones category. This shows you 9,915 results, but they can be easily narrowed down by a plethora of filters, like features, earcup style, color, featured brands, customer rating, et cetera. This gives you everything you need to find what you are looking for.</p>\n<p><img class=\"alignnone size-large wp-image-849007\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_2_small-600x318.png\" alt=\"amazon headphones\" width=\"600\" height=\"318\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_2_small.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/amazon_2_small-250x133.png 250w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<h3>Nike.com</h3>\n<p>Do you need new sportswear? Something to help you stay warm during your morning run, has a tight fit and is available in size M? You can find some tights using the thematic filter on Nike.com, see:</p>\n<p><img class=\"alignnone size-large wp-image-849005\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/nike_1_small-600x404.png\" alt=\"running tights nike\" width=\"600\" height=\"404\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/nike_1_small.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/nike_1_small-250x168.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/nike_1_small-223x150.png 223w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<p>Nike.com lets you easily filter types of products based on actual questions customers have. Choose the product category, then the sports, what you want it to do (keep you warm, cool, visible, et cetera), then a fit, a color, and size. In the end, you’ll be presented with just a couple of products that match your specific filters.</p>\n<h3>Wayfair.com</h3>\n<p>Looking for a new couch can be one of the most frustrating experiences ever. It’s something you don’t buy every month, plus it will last quite awhile, so you have to be sure of your decision. It can take some time to find the perfect couch. Wayfair helps customers filter their enormous couch selection with an impressive filter system.</p>\n<p><img class=\"alignnone wp-image-848999 size-large\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/wayfair_1_small-600x404.png\" alt=\"wayfair filtering options\" width=\"600\" height=\"404\" /></p>\n<p>Wayfair.com must be the king of filtering since they use every filter type known to humanity, but still keep it manageable. In the couch section, you can filter on the popular options, but also handy ones like style, print, back style, application, frame finish, et cetera. It’s a massive array of filters that lets you narrow down the search results to specific products that match your specifications perfectly.</p>\n<p>The flip side of offering all these filters is that you have to make sure they are usable. Don’t present a list that never ends. If you have loads of option in a filter section, please truncate these. Mayfair also uses a big + button to hide sections you don’t need. Another option is to make a list scrollable, although it’s probably better to truncate. Test whatever works for you.</p>\n<p><img class=\"alignnone size-large wp-image-849003\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/wayfair_2_small-600x409.png\" alt=\"wayfair pinboard\" width=\"600\" height=\"409\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/wayfair_2_small.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/wayfair_2_small-250x170.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/wayfair_2_small-220x150.png 220w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<p>On a side note, Wayfair has another way of keeping customers sane. Check out this Pinterest-like board feature where customers can save their selected couches and compare them later on. This makes it so much easier for clients to patiently shop on the site, without having to think about what that one couch was they’d like so much.</p>\n<h2>BHPhotoVideo.com</h2>\n<p>Ever went shopping for a camera bag only to find out the one you bought doesn’t fit? Well, you’ve probably drowned in a sea of bags and picked the first one that could have fit based on the size specifications. I think we’ve all been there. If you want to help your customers, you should offer a compatibility filter.</p>\n<p><img class=\"alignnone size-large wp-image-849001\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/bhphotovideo_small-600x404.png\" alt=\"bhphotovideo camera bags\" width=\"600\" height=\"404\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/bhphotovideo_small.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/bhphotovideo_small-250x168.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/11/bhphotovideo_small-223x150.png 223w\" sizes=\"(max-width: 600px) 100vw, 600px\" /></p>\n<p>On B&amp;H you’ll find your camera bag in a jiffy. Select the dedicated camera bag category, find your brand, add some specs and away you go. You can even search the results if you want. How cool is that?</p>\n<h2>In conclusion</h2>\n<p>Filtering helps your customers find what they want and find it quickly. However, only if you’ve thought long and hard about how to present your filtering options. There are lots of ways to go about this, and you have to pick the ones that fit best your online shop.</p>\n<p>Whatever you do, make sure the filters are visible and logical. Hidden filters stay hidden for visitors. Don’t miss this great opportunity to get them to their products fast. It’s a great service to your customers.</p>\n<p>Do think about the technical implications, though. Incorrect use of the technology behind filters could make the CMS generate new URLs for every search and that’s something you absolutely do not want. The implications for your SEO could be great. 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JSON-LD to add schema.org data to your website\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:26:\"https://yoast.com/json-ld/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"comments\";a:1:{i:0;a:5:{s:4:\"data\";s:35:\"https://yoast.com/json-ld/#comments\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Wed, 02 Nov 2016 14:27:33 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:3:{i:0;a:5:{s:4:\"data\";s:13:\"Technical SEO\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:13:\"Rich 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What is it and how can you put it to use for your website? There are many ways to let Google and other search engines know what your page is about. Next to writing awesome content, which should always be your starting point, we [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:16:\"Michiel Heijmans\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:7077:\"<p>In this post, we&#8217;ll shed some light on Schema.org and JSON-LD. What is it and how can you put it to use for your website?</p>\n<p>There are many ways to let Google and other search engines know what your page is about. Next to <a href=\"https://yoast.com/cat/content-seo/\">writing awesome content</a>, which should always be your starting point, we have also written about <a href=\"https://yoast.com/tag/schema-org/\">schema.org</a> before. JSON-LD is a (relatively) new way to present schema.org data about your content to search engines. It comes with a few major benefits, so let&#8217;s dive in.</p>\n<h2>What is JSON-LD?</h2>\n<p>First, let&#8217;s look into what JSON-LD stands for, so we can really understand what it does.</p>\n<blockquote><p><b>JSON-LD</b>, or <b>J</b>ava<b>S</b>cript <b>O</b>bject <b>N</b>otation for <b>L</b>inked <b>D</b>ata, is a method of encoding Linked Data using JSON. (<a href=\"https://en.wikipedia.org/wiki/JSON-LD\">Wikipedia</a>)</p></blockquote>\n<p><section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/seo/\">Optimize your site for search & social media and <span>keep it optimized</span> with Yoast SEO Premium &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\" alt=\"Yoast SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=105243&yst_action_edd=add_to_cart\" data-modal-product-id=\"105243\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section><br />\nLet&#8217;s dissect that:</p>\n<p><strong>JSON<br />\n</strong><a href=\"http://json.org\">JSON</a> is a lightweight data-interchange format, which is easy for humans to read and write and easy for machines to parse and generate.</p>\n<p><strong>LD<br />\n</strong><a href=\"http://linkeddata.org\">Linked Data</a> is about using the internet to connect related data.</p>\n<p>JSON-LD is a combination of both. So it&#8217;s a code snippet that tells you what price belongs to what product, or what zip code belongs to what company. Basically, instead of adding schema.org attributes to individual elements on a page, you&#8217;re providing a small block of JavaScript code that has all that info.</p>\n<h2>Why use Schema.org?</h2>\n<p>What we are talking about here, is structured data for your website. Schema.org provide ways to present your information to Google in a machine readable way. With that structured data you create the option for Google to show your content in two Google Search categories:</p>\n<ul>\n<li><strong>Rich results</strong>, which means your added content, like the price of your product, its rating and / or its availability, is literally shown in the search results as additional information in your snippet.</li>\n<li><a href=\"https://developers.google.com/search/docs/data-types/sitelinks-searchbox\"><strong>Site links search boxes</strong></a>, if your site is eligible, a feature already supported by our Yoast SEO plugin.</li>\n<li><strong>Knowledge Graph cards</strong>. This one is a bit harder, as you&#8217;ll have to prove first that you are the authority for certain content. After you have done so, Google might include your data into the <a href=\"http://www.google.com/intl/es419/insidesearch/features/search/knowledge.html\">Knowledge Graph</a>.</li>\n</ul>\n<p>As you can see, it&#8217;s really interesting to optimize your site using Schema.org.</p>\n<h2>Why JSON-LD?</h2>\n<p>The methods that were used to implement schema.org before JSON-LD was available, were cumbersome. You had to add schema.org attributes to pieces of code in your markup. The markup might have to change from page to page, even though you were including the same header everywhere, for instance. This made schema.org a pain to implement. For us as plugin (and thus back-end) developers, it pushed it entirely into the realm of front-end development.</p>\n<p>JSON-LD allows you (and us) to collect all the data about your product and show them in one, small, piece of JavaScript code, that can just be pushed anywhere into the page. This allows you to work on a schema.org implementation using JSON-LD, independently of your theme development.</p>\n<p>You can add basically any schema to your JSON-LD block, even breadcrumbs:</p>\n<div class=\"embed\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https://twitter.com/seerl\">@seerl</a> We support JSON-LD breadcrumbs. The docs should be updated at some point too :)</p>\n<p>&mdash; John Mueller (@JohnMu) <a href=\"https://twitter.com/JohnMu/status/764035280273829889\">August 12, 2016</a></p></blockquote>\n<p><script async src=\"//platform.twitter.com/widgets.js\" charset=\"utf-8\"></script></div>\n<p>In fact, in its own documentation, Google often states JSON-LD is the easiest way to add metadata to sites. It&#8217;s the option that is least likely to break when you make other changes to your site.</p>\n<h2>Adding the script to your website</h2>\n<p>Luckily, JSON+LD is set up in a standardized format. Here&#8217;s an example of that format for a random product:</p>\n<pre>&lt;script type=\"application/ld+json\"&gt;\r\n{\r\n  \"@context\": \"http://schema.org/\",\r\n  \"@type\": \"Product\",\r\n  \"name\": \"Yoast SEO for WordPress\",\r\n  \"image\": \"https://cdn-images.yoast.com/uploads/2010/10/Yoast_SEO_WP_plugin_FB.png\",\r\n  \"description\": \"Yoast SEO is the most complete WordPress SEO plugin. It handles the technical optimization of your site &amp; assists with optimizing your content.\",\r\n  \"brand\": {\r\n    \"@type\": \"Thing\",\r\n    \"name\": \"Yoast\"\r\n  },\r\n  \"offers\": {\r\n    \"@type\": \"Offer\",\r\n    \"priceCurrency\": \"USD\",\r\n    \"price\": \"69.00\"\r\n  }\r\n}\r\n&lt;/script&gt;</pre>\n<p>You can use <em>any</em> <a href=\"http://schema.org/\">schema.org</a> schema in JSON-LD. After adding a new JSON-LD script to your website, be sure to validate your code using the <a href=\"https://search.google.com/structured-data/testing-tool\">Google&#8217;s structured data test tool</a>.</p>\n<p>As you can see, this can easily be templated in your theme. There are generators <a href=\"https://www.schemaapp.com/tools/jsonld-schema-generator/\">like this one</a>, which can be useful in setting up a template for that. 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For some people, SEO-friendly content and high-quality content even seem contradictory. In this post, I&#8217;ll explain the three important steps you need to take to write excellent and SEO-friendly content. Holistic SEO At Yoast, we do not [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:19:\"Marieke van de Rakt\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:5632:\"<p>Writing blog posts that are both nice and easy to read as well as SEO-friendly can be daunting. For some people, SEO-friendly content and high-quality content even seem contradictory. In this post, I&#8217;ll explain the three important steps you need to take to write excellent and SEO-friendly content.</p>\n<h2>Holistic SEO</h2>\n<p>At Yoast, we do not believe in over optimizing your content or keyword stuffing. SEO should never be a trick; it should be a long-term strategy. We believe in <a href=\"https://yoast.com/holistic-seo/\">holistic SEO</a>. We think you should focus on every aspect of website optimization to earn your place in Google&#8217;s rankings. You simply have to be the best result. In a holistic SEO strategy, you should focus on various aspects of website optimization: <a href=\"https://yoast.com/cat/usability/\">great UX</a>, <a href=\"https://yoast.com/wordpress-security/\">flawless security</a>,  and of course <a href=\"https://yoast.com/cat/seo/\">technical excellence</a>. Writing high-quality content is a critical aspect of a holistic SEO strategy.</p>\n<h2>Before you start writing: keyword research</h2>\n<p><section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/seo-copywriting-training/\">Learn how to write awesome and SEO friendly articles in our <span>SEO Copywriting training</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/seo-copywriting-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/05/Copywriting_course_banner.png\" alt=\"SEO copywriting training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=739805&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 199</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 199</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/seo-copywriting-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section><br />\nBefore you can start writing, you have to do some <a href=\"https://yoast.com/keyword-research-ultimate-guide/\">keyword research</a>. If you want to dominate the search results, you&#8217;ll just have to figure out which words your audience actually searches for. These are the words that you should use in your text.</p>\n<p>Providing you&#8217;ve done your keyword research properly, you&#8217;ll need to make sure your content meets the following demands: your content should be original, your content should be readable, and your content should be findable.</p>\n<h2>1. Original content</h2>\n<p>The first pillar of high-quality and SEO-friendly content is to write original content. Your blog post or your article should be fresh, new and original. It should be different from all the other blog posts and articles that are already on the internet. It should be something that people will want to read.</p>\n<p class=\"readmore\"><a title=\"The importance of original content for SEO\" data-prefix=\"Keep reading\" href=\"https://yoast.com/importance-original-content/\">Keep reading: &lsquo;The importance of original content for SEO&rsquo; &raquo;</a></p>\n<h2>2. Readable content</h2>\n<p>After you have written a post with original content, you should make sure to write readable content. Your article should be easy to read. Readability is important for your audience. If your text is well structured and clearly written, people will understand the message of your text. Above that, <a href=\"https://yoast.com/text-structure-important-seo/\">readability is also important for SEO</a>.  People read your text, but Google reads texts too. If your text is easier to read, has a clear structure with subheadings and clear paragraphs, Google will be more likely to grasp the main message of your post. 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In this Ask Yoast, Joost explains what a slug is and what its SEO benefits are.</p>\n<p>This <a href=\"https://yoast.com/tag/ask-yoast/\">Ask Yoast</a> is all about the following question:</p>\n<blockquote><p>&#8220;What’s a slug? What’s the difference with a URL? And what is the SEO benefit of a slug?</p></blockquote>\n<p>Check out the video or read the answer below!</p>\n<div class=\"embed\"><iframe width=\"600\" height=\"338\" src=\"https://www.youtube.com/embed/hiFCSSKIYMk?feature=oembed\" frameborder=\"0\" allowfullscreen></iframe></div>\n<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/basic-seo-training/\">New to SEO? Learn the Basics of SEO in our <span>Basic SEO course</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/basic-seo-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2015/10/Basic_course_banner.png\" alt=\"Basic SEO training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=489726&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 199</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 199</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/basic-seo-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section>\n<h2></h2>\n<h2>What&#8217;s a slug?</h2>\n<p>Can&#8217;t watch the video? Read the transcript here:</p>\n<p><em>&#8220;Slug&#8221; is actually a word that comes from the WordPress community. A &#8220;slug&#8221; is the piece of the URL that distinguishes that post. So if you have yoast.com/wordpress-seo, the URL for <a href=\"https://yoast.com/wordpress-seo/\">our WordPress SEO article</a>, then WordPress SEO is the bit that identifies that page as being our WordPress SEO article. It&#8217;s what our system uses to recognize that it has to serve you that specific page. It&#8217;s the defining part of the URL. </em></p>\n<p><em>The SEO benefit of a slug is that you can change the words in there and make sure that it has the words that you really want to rank for, because it&#8217;s one of the indicators to Google of what a page is about. It&#8217;s also one of the things that people see in the search results. 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Therefore we regularly write about the things you should do to keep your site in shape. In this post we&#8217;ll write about the most basic of all: checking for 404 error pages. Note: this post does not cover how to [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:13:\"Joost de Valk\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:10499:\"<p>If your website means <em>anything</em> for your business, you should not forget to schedule time to do maintenance on it. Therefore we regularly write about the things you should do to <a href=\"https://yoast.com/tag/website-maintenance/\">keep your site in shape</a>. In this post we&#8217;ll write about the most basic of all: checking for 404 error pages.</p>\n<p><em>Note: this post does not cover how to create a good 404 page, we do have an extensive post on that, though: <a href=\"https://yoast.com/404-error-pages-wordpress/\">Practical guide to creating a 404 error page</a>.</em></p>\n<h2>404 error pages and broken links</h2>\n<p>One of the most annoying things that can happen to a visitor is to hit a 404 on your website. Search engine spiders tend to not like such errors much either. Annoyingly search engines often encounter other types of 404s than your visitors, which is why the first section of this post is split in two:</p>\n<h3>1. Measuring visitor 404 error pages</h3>\n<p>If you use the <a title=\"Google Analytics by Yoast\" href=\"https://yoast.com/wordpress/plugins/google-analytics/\">MonsterInsights</a> plugin, it&#8217;ll automatically tag your 404 pages for you. So then, if you go into your Google Analytics account and go to Behavior ? Site Content ? Content Drilldown and search for &#8220;404.html&#8221;, you&#8217;ll find a ton of info about your 404s (click for larger version):</p>\n<p><a href=\"https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report.png\"><img class=\"nopadding alignnone wp-image-241197 size-large\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-550x165.png\" alt=\"Google Analytics report showing 404 error pages\" width=\"550\" height=\"165\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-550x165.png 550w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-250x75.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-180x54.png 180w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-360x108.png 360w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-235x70.png 235w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/google-analytics-404-report-470x141.png 470w\" sizes=\"(max-width: 550px) 100vw, 550px\" /></a></p>\n<p>You&#8217;ll see URLs like this:</p>\n<pre>/404.html?page=/wordpress/plugin/local-seo/&amp;from=https://yoast.com/articles/wordpress-seo/</pre>\n<p>This tells you two things:</p>\n<ul>\n<li>The 404 URL was <code>/wordpress/plugin/local-seo/</code> (it lacks an s after plugin)</li>\n<li>It was linked to from our <a href=\"https://yoast.com/wordpress-seo/\">WordPress SEO article</a>.</li>\n</ul>\n<p>Using this info, you can fix the 404 <em>and</em> go into the article and fix the link.</p>\n<p>As you can see from the above screenshot, we actually get 404s too. We break things all the time because our website is a constant work in progress. I don&#8217;t think anyone can totally prevent creating 404 errors on his or her site. Making sure that you <em>notice</em> it when you&#8217;re breaking things is a good way of not looking stupid for too long though.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/hire-us/website-review/\">Order a <span>website review</span> and get a plugin of your choice for free. We\'ll even configure it for you &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/hire-us/website-review/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/08/Review_Banner.png\" alt=\"Get a Yoast website review\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=173931&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 699</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 699</span> - Buy now &raquo;</a><a href=\"https://yoast.com/hire-us/website-review/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h3>2. Measuring bot 404 error pages</h3>\n<p>Next to 404s for visitors, search engines will also encounter 404s on your site that can be quite different. You can find the 404s that search engine spiders encounter by logging into their respective Webmaster Tools programs. There are three webmaster tools programs that can give you indexation reports, in which they tell you which 404s they encountered:</p>\n<ol>\n<li><a href=\"http://www.bing.com/toolbox/webmaster\">Bing Webmaster Tools</a> under Reports &amp; Data ? Crawl Information</li>\n<li><a href=\"https://www.google.com/webmasters/tools/home\">Google Search Console</a> under Crawl ? Crawl Errors</li>\n<li><a href=\"https://webmaster.yandex.com/\">Yandex Webmaster</a> under Indexing ? Excluded Pages ? HTTP Status: Not Found (404)</li>\n</ol>\n<p>One of the weird things you&#8217;ll find if you&#8217;re looking into those Webmaster Tools programs is that search engine spiders can encounter 404s that normal users would <em>never</em> get to. This is because a search spider will crawl just about anything on most sites, so even links that are hidden will be followed.</p>\n<p>If you&#8217;re serious about website maintenance, you might want to find these 404s before search engines encounter them. In that case, spidering your site with a tool like <a href=\"http://home.snafu.de/tilman/xenulink.html\">Xenu</a> or (our favorite) <a href=\"http://www.screamingfrog.co.uk/seo-spider/\">Screaming Frog</a> will give you a <em>lot</em> of insight. These tools are built specifically to behave just like search engine spiders and will therefore help you find a lot of issues.</p>\n<h2>Fixing 404 errors</h2>\n<p>Now that we&#8217;ve found all these 404 errors, it&#8217;s time to fix them. If you know what caused the 404 and you can fix the link that caused it, it&#8217;s best to do that. This will be the best indication of quality of your site for both users and search engines.</p>\n<p>As search engines will continue to hit those URLs for quite a while, it actually makes sense to still redirect those faulty URLs to the right pages as well. To create those redirects, there are several things you can do:</p>\n<ul>\n<li><strong>Create them manually in your .htaccess or your NGINX server config</strong><br />\nWhile this is not for the faint of heart, it&#8217;s often one of the fastest methods available if you have the know-how and the access to do it.</li>\n<li><strong>Create them with a redirect plugin</strong><br />\nThere are several redirect plugins on the market, the most well known one being Redirection. This is a lot easier but has the disadvantage of being a lot slower as to <em>do</em> the redirect, the entire WordPress install has to load first. This usually adds half a second to a second to the load time for that particular redirect.</li>\n<li><strong>Create them with our Yoast SEO Premium plugin</strong><br />\nOur <a title=\"WordPress SEO Premium\" href=\"https://yoast.com/wordpress/plugins/seo-premium/\">Yoast SEO Premium plugin</a> has a redirect module that allows you to make redirects with the ease of the WordPress interface, but also allows you to save those to your <em>.htaccess</em> file or a NGINX include file, so they get executed with the speed of the first option above. It actually also has another few nifty options: you can get the 404 errors from Google Search Console straight in your WordPress install and redirect them straight away, and it&#8217;ll add a nice button in your WordPress toolbar if you&#8217;re on a 404 page:</li>\n</ul>\n<p><img class=\"nopadding wp-image-241218 size-full aligncenter\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium.png\" alt=\"Redirect button WordPress SEO Premium\" width=\"230\" height=\"115\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium.png 461w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium-250x125.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium-180x90.png 180w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium-360x180.png 360w, https://yoast-mercury.s3.amazonaws.com/uploads/2014/10/redirect-button-wordpress-seo-premium-235x117.png 235w\" sizes=\"(max-width: 230px) 100vw, 230px\" /></p>\n<h2>Check for image / embed errors</h2>\n<p>If you&#8217;d look at your server logs, you&#8217;d get 404 errors of a different type too: 404s for broken images or broken video embeds. You might also have errors that don&#8217;t show up in your logs, like broken YouTube video embeds. They don&#8217;t cause the entire page not to work, but they do look sloppy. These types of errors are harder to find because webmaster tools programs don&#8217;t report them as reliable and you can&#8217;t track them with something like Google Analytics either.</p>\n<p>The easiest method to find these broken images and embeds is using one of the aforementioned spiders. Screaming Frog in particular is very good at finding broken images. Another method is to check your server logs and go through them searching for a combination of 404 and &#8220;.jpg&#8221; and &#8220;.png&#8221;.</p>\n<h2>How often should you check for 404 errors?</h2>\n<p>You should be checking your 404s at least once every month and on a bigger site, every week. It doesn&#8217;t really depend on how much visitors you have but much more on how much content you have and create and how much can go wrong because of that. 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Given certain mathematical axioms, we know that the outcome of <strong>1 + 6 </strong>is <strong>7</strong>. Looking for another outcome of this equation in the wild would be somewhat pointless. By the nature of numbers and of addition as it is known to us, we <em>know</em> 1 + 6 = 7. We might investigate why or how this is the case. We might come up with mathematical proof to support this knowledge. But it makes little to no sense to look for possible <a href=\"https://en.wikipedia.org/wiki/Falsifiability\">falsifying</a> evidence against this outcome.<br />\n<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/seo/\">Optimize your site for search & social media and <span>keep it optimized</span> with Yoast SEO Premium &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_SEO_plugin_Banner.png\" alt=\"Yoast SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=105243&yst_action_edd=add_to_cart\" data-modal-product-id=\"105243\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h3>Plato</h3>\n<p>Plato (together with Socrates and Aristotle) is considered to be the father of western philosophy. 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However, we cannot own them. Here&#8217;s where Socrates comes in. Our <em>own </em>understanding of the truth can never be entirely true. We can always replace our conscious understanding of the truth with a &#8220;truer&#8221; version, but we can&#8217;t replace it with the truth itself.</p>\n<p>The moment in which we realize a previously held understanding to be false is then the real discovery. In light of the truth and through Socratic inquiry of our thought process, we discover our beliefs to be false. We call this anamnesis. We can now replace our old understanding with a better, more fine-grained understanding or we remain without one.</p>\n<h3>Software development</h3>\n<p>The Socratic inquiry is a highly useful practice to use in software development, especially in architecting software and debugging. I was able to experience that myself for the first time in 2012 when I joined Innovation Factory for a web development internship. I had no prior knowledge of software development but was able to add value from the start by simply asking questions to my seniors.</p>\n<p>In the beginning, I felt a bit ashamed for asking my colleague&#8217;s many questions. To me, it seemed like I was taking valuable time from my seniors. Like Socrates, I didn&#8217;t even know if what they explained to me made any sense at all since I was still such a blank page. But every time I asked another innocent question, my seniors responded enthusiastically. They were amazed by the fact that they also didn&#8217;t know how to explain the things they took for granted every day. It became a great learning experience for the both of us.</p>\n<h3>Pragmatic inquiry</h3>\n<p>As software developers, we are pragmatic. We fix things, we deliver. We do magic, but we need a use case to do it. Things need to be useful; otherwise, they become wasteful. 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We&#8217;ll cover them in this post.</p>\n<p>There are a couple of possible reasons why Google is slow when spidering your site. The first might seem obvious: if Google doesn&#8217;t find enough (quality) links pointing to your site, it doesn&#8217;t think your site is very important. The other reasons are technical: it has too much to crawl on your site, your site is too slow, or it&#8217;s encountering too many errors.</p>\n<h2>Your site doesn&#8217;t have enough authority</h2>\n<p>When your site doesn&#8217;t have enough quality inbound links, Google will not crawl your site very quickly. You can imagine it doesn&#8217;t necessarily want to spend much time on a site that it doesn&#8217;t deem important. When your site is brand new, this will be the case.</p>\n<p>So, when you need more crawl action on your site, start doing some link building. We&#8217;ve written about that topic before, I&#8217;d suggest reading these three posts as I won&#8217;t go into it any further here:</p>\n<ol>\n<li><a href=\"https://yoast.com/link-building-from-a-holistic-seo-perspective/\">Link building from a holistic SEO perspective</a></li>\n<li><a href=\"https://yoast.com/link-building-what-not-to-do/\">Link building, what <em>not</em> to do</a></li>\n<li><a href=\"https://yoast.com/successful-linkbuilding-strategy/\">6 steps to a successful link building strategy</a></li>\n</ol>\n<p>If the above three posts are not enough for you, there&#8217;s more in our <a href=\"https://yoast.com/tag/link-building/\">link building archive</a>.</p>\n<h2>Technical reasons for slow crawling</h2>\n<p>The technical reasons for Google to crawl your site slowly can be divided into three groups: your site is too slow, you have too many errors, or you have too many URLs.</p>\n<h3>Your server is slow</h3>\n<p>The main reason why we see Google crawling sites slowly, is when the site itself is actually slow. Google actually indicates this to you when this is the case, on the &#8220;crawl rate&#8221; page of Google Search Console. If this is the case, Google might show you a &#8220;faster&#8221; option:</p>\n<p><img src=\"http://yoast-mercury.s3.amazonaws.com/uploads/2007/04/crawl-faster.png\" alt=\"Crawl faster\" /></p>\n<p>Our advice: set it to &#8220;Faster&#8221;, but don&#8217;t stop with that: make your server respond faster, either by upgrading your hosting, or improving your site&#8217;s caching. Chances are that when Google is suffering long load times, your users are as well.<section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/wordpress/plugins/news-seo/\">Optimize your site for <span>Google News!</span> Create XML News Sitemaps, editors’ picks RSS feeds and more with Yoast News SEO! &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/wordpress/plugins/news-seo/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2010/10/Yoast_News_SEO_plugin_Banner.png\" alt=\"News SEO for WordPress plugin\"></a><a class=\"openmodal button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=163622&yst_action_edd=add_to_cart\" data-modal-product-id=\"163622\">Buy now &raquo;</a><a href=\"https://yoast.com/wordpress/plugins/news-seo/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section></p>\n<h3>Too many errors on your site</h3>\n<p>If you have a lot of errors on your site for Google, Google will start crawling slowly too. To speed up the crawl process, fix those errors. Simply <a href=\"https://yoast.com/create-301-redirect-wordpress/\">301 redirect</a> those erroring pages to proper URLs on your site.</p>\n<p>If you don&#8217;t know where to find those errors: use the Google Search Console integration in Yoast SEO. Or log into Google Search Console. If you have access to your site&#8217;s access logs, you can also look at those, preferably with a tool like <a href=\"https://www.screamingfrog.co.uk/log-file-analyser/\">Screaming Frog&#8217;s Log file analyzer</a>.</p>\n<p>To prevent your site from being crawled slowly, it&#8217;s important that you regularly look at your site&#8217;s errors and fix them. We have a more extensive <a href=\"https://yoast.com/404-error-pages-checking/\">article on fixing 404 errors</a>.</p>\n<p>When your site is down too much, Google will slow down incredibly hard. If this happens because of your hosting, switch hosting. Make sure to check on your site&#8217;s uptime with a tool like Pingdom.</p>\n<h3>Too many URLs</h3>\n<p>If you simply have too many URLs on your site, Google might crawl a lot but it will never be enough. This can happen because of faceted search navigation for instance, or another system on your site that simply generates too many URLs. To figure out whether this is the case for you, it&#8217;s always wise to regularly crawl your own site. You can either do that manually with <a href=\"https://www.screamingfrog.co.uk/seo-spider/\">Screaming Frog&#8217;s SEO spider</a>, or with a tool like <a href=\"https://en.onpage.org/\">OnPage.org</a>.</p>\n<h2>Tips to increase your crawl speed</h2>\n<p>A couple of simple tips to increase your site&#8217;s crawl speed:</p>\n<ul>\n<li>Using the methods above, find and fix all the errors.</li>\n<li>Make sure your site is <em>fast.</em></li>\n<li>Add an XML sitemap to your site and submit it to the search engines.</li>\n<li>If all of that fails to improve your crawl speed, start link building!</li>\n</ul>\n<p>Specifically for news sites, if you want to be indexed faster, you should also look at our <a href=\"https://yoast.com/wordpress/plugins/news-seo/\">News SEO plugin</a>. 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Findability has to do with maximizing the likelihood your content will be picked up by the search engines. In this post, I&#8217;ll explain how the Yoast SEO plugin will help you to make your posts findable. What is findable content? Search Engine [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:19:\"Marieke van de Rakt\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:5123:\"<p>If you want to write awesome and SEO-friendly content, you should write findable content. Findability has to do with maximizing the likelihood your content will be picked up by the search engines. In this post, I&#8217;ll explain how the Yoast SEO plugin will help you to make your posts findable.</p>\n<h2>What is findable content?</h2>\n<p>Search Engine Optimization is focused on making your web pages rank well in the search engines. You want to be found on terms that are important to you. Making sure your content is findable, is making sure that you do things for Google to be able to rank your content in the search engines. Findability is about tweaking your post or page in such a way that ranking in the search engines will become more likely.</p>\n<h2>Findability is the final step</h2>\n<p>Making your post findable should be the last step in the process of writing SEO-friendly and awesome blog posts. The very first step in any SEO strategy is executing proper <a href=\"https://yoast.com/why-every-content-seo-strategy-should-start-with-keyword-research/\">keyword research</a>. You have to know which words your audience uses while searching. After that, you should focus on having <a href=\"https://yoast.com/importance-original-content/\">original content</a>. This content should be <a href=\"https://yoast.com/5-tips-improve-readability-blog-post/\">easy to read</a> as well. Findability should never compromise the originality of your ideas nor the readability of your text. Without making <em>any</em> concessions to the awesomeness of your post, you could do some things to make sure that Google understands your article just a little bit better.</p>\n<h2>Yoast SEO</h2>\n<p>Our <a href=\"https://yoast.com/wordpress/plugins/seo/\">Yoast SEO plugin</a> can really help you to make your content findable. If you&#8217;ve written your article, focused on that original idea and optimized the readability of your post, you should take a look at the SEO analysis in Yoast SEO.</p>\n<p><img class=\"alignnone size-full wp-image-848578\" src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20.png\" alt=\"content analysis in yoast seo\" width=\"1202\" height=\"1280\" srcset=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20.png 1202w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20-250x266.png 250w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20-768x818.png 768w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20-600x639.png 600w, https://yoast-mercury.s3.amazonaws.com/uploads/2016/10/Screenshot-at-Oct-25-15-27-20-141x150.png 141w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" /></p>\n<p><section class=\"alignright extra show-off\"><p><a class=\"link--naked link--cta\" href=\"https://yoast.com/academy/course/seo-copywriting-training/\">Learn how to write awesome and SEO friendly articles in our <span>SEO Copywriting training</span> &raquo;</a></p><a class=\"hide-on-mobile\" href=\"https://yoast.com/academy/course/seo-copywriting-training/\"><img src=\"https://yoast-mercury.s3.amazonaws.com/uploads/2016/05/Copywriting_course_banner.png\" alt=\"SEO copywriting training\"></a><a class=\"button default\" rel=\"nofollow\" href=\"https://my.yoast.com/checkout/?edd_action=add_to_cart&download_id=739805&yst_action_edd=add_to_cart\"><span class=\"yoast-currency yoast-currency__USD\">$ 199</span><span class=\"yoast-currency yoast-currency__EUR hidden\">&euro; 199</span> - Buy now &raquo;</a><a href=\"https://yoast.com/academy/course/seo-copywriting-training/\" class=\"button dimmed flat\"><i class=\"fa fa-info-circle\"></i> Info</a></section>The red and orange bullets will indicate which aspects of your findability need a little bit more attention. 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(<a href=\"https://core.trac.wordpress.org/ticket/27403\">#27403</a> and <a href=\"https://core.trac.wordpress.org/ticket/38532\">#38532</a>)</li>\n<li><strong>REST API endpoints:</strong> There have been a number of changes over the past week; your attention is requested on the following:\n<ul>\n<li>The <code>DELETE</code> response format has changed and may need to be accounted for. (<a href=\"https://core.trac.wordpress.org/ticket/38494\">#38494</a>)</li>\n<li>Enabled querying by multiple post statuses. (<a href=\"https://core.trac.wordpress.org/ticket/38420\">#38420</a>)</li>\n<li>Return an error when JSON decoding fails. (<a href=\"https://core.trac.wordpress.org/ticket/38547\">#38547</a>)</li>\n</ul>\n</li>\n<li><strong>More developer notes</strong>\n<ul>\n<li><a href=\"https://make.wordpress.org/core/2016/10/28/fine-grained-capabilities-for-taxonomy-terms-in-4-7/\">Fine grained capabilities for taxonomy terms</a></li>\n<li><a href=\"https://make.wordpress.org/core/2016/10/29/wp_taxonomy-in-4-7/\"><code>WP_Taxonomy</code></a></li>\n<li><a href=\"https://make.wordpress.org/core/2016/11/02/wp_list_sort-and-wp_list_util-in-4-7/\"><code>wp_list_sort()</code> and <code>WP_List_Util</code></a></li>\n<li><a href=\"https://make.wordpress.org/core/2016/11/03/post-type-templates-in-4-7/\">Post type templates</a></li>\n<li><a href=\"https://make.wordpress.org/core/2016/11/03/new-post-type-labels-in-4-7/\">New post type labels</a></li>\n<li><a href=\"https://make.wordpress.org/core/2016/11/03/attributes-for-resource-hints-in-4-7/\">Attributes for resource hints</a></li>\n</ul>\n</li>\n<li><strong>Various bug fixes:</strong> We’ve made <a href=\"https://core.trac.wordpress.org/log/trunk/src?action=stop_on_copy&amp;mode=stop_on_copy&amp;rev=39142&amp;stop_rev=38995&amp;limit=200&amp;verbose=on&amp;sfp_email=&amp;sfph_mail=\">almost 150 changes</a> in the last week.</li>\n</ul>\n<p>For more of what’s new in version 4.7, <a href=\"https://wordpress.org/news/2016/10/wordpress-4-7-beta-1/\">check out the Beta 1 blog post</a>.</p>\n<p>If you want a more in-depth view of what major changes have made it into 4.7, <a href=\"https://make.wordpress.org/core/tag/4-7/\">check out posts tagged with 4.7 on the main development blog</a>, or look at a <a href=\"https://core.trac.wordpress.org/query?status=closed&amp;resolution=fixed&amp;milestone=4.7&amp;group=component&amp;order=priority\">list of everything</a> that’s changed. There will be more developer notes to come, so keep an eye out for those as well.</p>\n<p>Do you speak a language other than English? <a href=\"https://translate.wordpress.org/projects/wp/dev\">Help us translate WordPress into more than 100 languages!</a></p>\n<p><strong>If you think you’ve found a bug</strong>, you can post to the <a href=\"https://wordpress.org/support/forum/alphabeta\">Alpha/Beta area</a> in the support forums. We’d love to hear from you! 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This software is still in development, so we don’t recommend you run it on a production site. Consider setting up a test site just to play with the new version. To test WordPress 4.7, try the WordPress Beta Tester plugin (you’ll want “bleeding edge nightlies”). Or you can [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:15:\"Helen Hou-Sandi\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:6895:\"<p>WordPress 4.7 Beta 1 is now available!</p>\n<p><strong>This software is still in development,</strong> so we don’t recommend you run it on a production site. Consider setting up a test site just to play with the new version. To test WordPress 4.7, try the <a href=\"https://wordpress.org/plugins/wordpress-beta-tester/\">WordPress Beta Tester</a> plugin (you’ll want “bleeding edge nightlies”). Or you can <a href=\"https://wordpress.org/wordpress-4.7-beta1.zip\">download the beta here</a> (zip).</p>\n<p>WordPress 4.7 is slated for release on <a href=\"https://make.wordpress.org/core/4-7/\">December 6</a>, but we need your help to get there. We&#8217;ve been working on a lot of things, many of them to make getting your site set up the way you want it much easier. Here are some of the bigger items to test and help us find as many bugs as possible in the coming weeks:</p>\n<ul>\n<li><a href=\"http://2017.wordpress.net/\"><strong>Twenty Seventeen</strong></a> &#8211; A brand new default theme brings your site to life with immersive featured images, video headers, and subtle animations. With a focus on business sites, it features multiple sections on the front page as well as widgets, navigation and social menus, a logo, and more. Personalize its asymmetrical grid with a custom color scheme and showcase your multimedia content with post formats. Our default theme for 2017 works great in many languages, for any abilities, and on any device.</li>\n<li><strong>Video Headers</strong> &#8211; Sometimes a big atmospheric video as a moving header image is just what you need to showcase your wares; go ahead and try it out with Twenty Seventeen. Need some video inspiration? Try searching for sites with video headers available for download and use.</li>\n<li><strong>Set up your site in one flow</strong> &#8211; From finding and installing themes right inside the customizer, to automatically staged theme-specific starter content, to clickable shortcuts that jump directly to editing an item from the preview pane, to adding pages while you&#8217;re building a nav menu or setting a static front page: getting a new site spun up and ready to share with a friend or a coworker is faster and easier than it&#8217;s ever been. Note: starter content appears when live previewing brand new sites and is currently only available in Twenty Seventeen. We&#8217;ll be expanding this to other bundled themes very soon, and perhaps to sites with existing content in future releases of WordPress.</li>\n<li><strong>Custom CSS with live previews</strong> &#8211; Ever needed to hide or tweak the look of something in your theme or from a plugin? Now you can do it with CSS and live preview the results while customizing your site. CSS can be a powerful tool; you may find that you won&#8217;t need the theme editor or child themes anymore.</li>\n<li><strong>User admin languages</strong> &#8211; Just because your site is in one language doesn&#8217;t mean that everybody helping manage it prefers that language for their admin. To try this out, you&#8217;ll need to have more than one language installed, which will make a user language option available in your profile.</li>\n<li><strong>PDF thumbnail previews</strong> &#8211; Uploading PDFs will now generate thumbnail images so you can more easily distinguish between all your documents.</li>\n</ul>\n<p>As always, there have been exciting changes for developers to explore as well, such as:</p>\n<ul>\n<li><strong>REST API content endpoints</strong> &#8211; If you only test one thing as a developer, please test these. This phase is particularly helpful for people building plugins, themes, and in-admin interfaces. Can you build the things you need? Are these ready for release, and is the world ready for them? (<a href=\"https://core.trac.wordpress.org/ticket/38373\">#38373</a>)</li>\n<li><strong><code>WP_Hook</code></strong> &#8211; The code that lies beneath actions and filters has been overhauled. You likely aren&#8217;t affected, but if you&#8217;ve done things to the <code>$wp_filter</code> global or experienced funky recursion bugs in the past, <a href=\"https://make.wordpress.org/core/2016/09/08/wp_hook-next-generation-actions-and-filters/\">please take a moment to read the dev note</a> and test your code.</li>\n<li><a href=\"https://make.wordpress.org/core/2016/10/04/custom-bulk-actions/\"><strong>Custom bulk actions</strong></a> &#8211; List tables, now with more than bulk edit and delete.</li>\n<li>Expanded <a href=\"https://make.wordpress.org/core/2016/10/26/registering-your-settings-in-wordpress-4-7/\"><strong>Settings Registration API</strong></a> via <code>register_setting()</code>.</li>\n<li>For theme developers: <strong>Post type templates</strong> (<a href=\"https://core.trac.wordpress.org/ticket/18375\">#18375</a>)</li>\n<li><strong><a href=\"https://make.wordpress.org/core/2016/09/09/new-functions-hooks-and-behaviour-for-theme-developers-in-wordpress-4-7/\">More goodies for theme developers!</a></strong></li>\n<li><strong>Locale switching</strong> (<a href=\"https://core.trac.wordpress.org/ticket/26511\">#26511</a>)</li>\n<li><a href=\"https://make.wordpress.org/core/2016/10/11/comment-allowed-checks-in-wordpress-4-7/\"><strong>Comment allowed checks</strong></a> have the potential for a back-compat break.</li>\n</ul>\n<p>If you want a more in-depth view of what major changes have made it into 4.7, <a href=\"https://make.wordpress.org/core/tag/4-7/\">check out posts tagged with 4.7 on the main development blog</a>, or look at a <a href=\"https://core.trac.wordpress.org/query?status=closed&amp;resolution=fixed&amp;milestone=4.7&amp;group=component&amp;order=priority\">list of everything</a> that’s changed. There will be more developer notes to come, so keep an eye out for those as well.</p>\n<p><strong>If you think you’ve found a bug</strong>, you can post to the <a href=\"https://wordpress.org/support/forum/alphabeta\">Alpha/Beta area</a> in the support forums. We’d love to hear from you! If you’re comfortable writing a reproducible bug report, <a href=\"https://make.wordpress.org/core/reports/\">file one on WordPress Trac</a>, where you can also find <a href=\"https://core.trac.wordpress.org/tickets/major\">a list of known bugs</a>.</p>\n<p>Happy testing, and please enjoy this extended haiku break, courtesy of <a href=\"https://profiles.wordpress.org/ramiabraham\">Rami Abraham</a><em>.</em></p>\n<p><em>Exquisite endpoints</em><br />\n<em>Extol epic exabytes</em><br />\n<em>Enabling earthlings</em></p>\n<p><em>Careful interfaces</em><br />\n<em>Considerately conjured</em><br />\n<em>Customizer chic</em></p>\n<p><em>Ring in the new year</em><br />\n<em>With elegance and balance</em><br />\n<em>Twenty Seventeen</em></p>\n<p><em>Hooks hook healthily</em><br />\n<em>17817</em><br />\n<em>Sane iterations</em></p>\n<p><em>Admin in your tongue<br />\nOne site, many languages<br />\nWe all speak WordPress</em></p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:30:\"com-wordpress:feed-additions:1\";a:1:{s:7:\"post-id\";a:1:{i:0;a:5:{s:4:\"data\";s:4:\"4535\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:5;a:6:{s:4:\"data\";s:45:\"\n		\n		\n		\n		\n				\n		\n		\n		\n		\n\n		\n		\n				\n			\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:4:{s:0:\"\";a:6:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:50:\"Join Us Again for Global WordPress Translation Day\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:86:\"https://wordpress.org/news/2016/10/join-us-again-for-global-wordpress-translation-day/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Fri, 14 Oct 2016 13:33:57 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:5:{i:0;a:5:{s:4:\"data\";s:9:\"Community\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:19:\"contributor weekend\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:2;a:5:{s:4:\"data\";s:32:\"global wordpress translation day\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:3;a:5:{s:4:\"data\";s:9:\"polyglots\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:4;a:5:{s:4:\"data\";s:12:\"translations\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:34:\"https://wordpress.org/news/?p=4516\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:373:\"The WordPress Polyglots team is organizing the second Global WordPress Translation Day on November 12th. Everyone is invited to join – from anywhere in the world! Translating is one of the easiest ways to get involved with WordPress and contribute to the project. Global WordPress Translation Day is your chance to learn more about translating WordPress, meet [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:15:\"Petya Raykovska\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:4273:\"<p>The WordPress Polyglots team is organizing the second <a href=\"https://wptranslationday.org/\">Global WordPress Translation Day</a> on November 12th. Everyone is invited to join – from anywhere in the world!</p>\n<p>Translating is one of the easiest ways to get involved with WordPress and contribute to the project. Global WordPress Translation Day is your chance to learn more about translating WordPress, meet people from all over the world, and <a href=\"https://make.wordpress.org/polyglots/teams\">translate WordPress into one of more than 160 languages</a>.</p>\n<h3>Join us on November 12th from anywhere in the world</h3>\n<p>The translation day starts on Saturday, November 12th, 2016, at 0:00 UTC and ends 24 hours later. <a href=\"http://arewemeetingyet.com/UTC/2016-11-12/00:00/Global%20WordPress%20Translation%20Day%202\">See what time that is for you!</a> You can join right from the start, or any time it&#8217;s convenient for you throughout the day.</p>\n<h3>What are we doing?</h3>\n<p>Local contributor days are happening all over the world, and are a great way to get involved. <a href=\"https://www.google.com/maps/d/viewer?mid=12Gni4JMfShyWHPqGNwh5-PMneMM&amp;usp=sharing\">Check out this map</a> to see if there&#8217;s already a local event happening near you. Can&#8217;t find one? <a href=\"https://make.wordpress.org/polyglots/2016/09/22/global-wordpress-translation-day-2-on-november-12th-2016/\">Organize a local event!</a></p>\n<p>At the same time, <a href=\"https://www.crowdcast.io/e/gwtd2/register\">join the community for 24 hours of live-streamed, remote sessions</a> in numerous languages. Sessions will cover localization, internationalization, and contributing in your language.</p>\n<h3>Who&#8217;s it for?</h3>\n<p>Whether you&#8217;re new to translating and want to learn how to translate, or an experienced translation editor building a strong team, the translation day is for <i>you</i>. Developers will also enjoy topics from experienced contributors, whether you&#8217;re learning about internationalization and or want to find more translators for your themes and plugins. There&#8217;s a session for everyone!</p>\n<h3>Get Involved</h3>\n<p>Joining is easy! On November 12th, in your own timezone, <a href=\"https://translate.wordpress.org\">translate WordPress</a> or your favorite plugins and themes into your language, while watching live sessions over the course of the day.</p>\n<p>Want to get more involved? <a href=\"https://make.wordpress.org/polyglots/2016/09/22/global-wordpress-translation-day-2-on-november-12th-2016/\">Sign up to organize a local event</a> and invite your local community to translate together on November 12th. Events can be formal or completely informal – grab your laptop and a couple of friends, and head to a local coffee shop to translate for an hour or two.</p>\n<h3>Can you get involved if you only speak English?</h3>\n<p>Absolutely! Even if you only speak English, there are great sessions about internationalization that can benefit every developer. There&#8217;s also lots of English variants that need your help! For example, English is spoken and written differently in Australia, Canada, New Zealand, South Africa, and the United Kingdom. You can learn about these differences and why these variants are important during the sessions.</p>\n<p>And if you’re feeling fun, try translating WordPress into emoji! Yep, we have a translation of WordPress in emoji! <img src=\"https://s.w.org/images/core/emoji/2.2.1/72x72/1f30e.png\" alt=\"?\" class=\"wp-smiley\" style=\"height: 1em; max-height: 1em;\" /><img src=\"https://s.w.org/images/core/emoji/2.2.1/72x72/1f30d.png\" alt=\"?\" class=\"wp-smiley\" style=\"height: 1em; max-height: 1em;\" /><img src=\"https://s.w.org/images/core/emoji/2.2.1/72x72/1f30f.png\" alt=\"?\" class=\"wp-smiley\" style=\"height: 1em; max-height: 1em;\" /></p>\n<h3>Questions?</h3>\n<p>If you have any questions, the polyglots team and the event organizers hang out in <a href=\"http://wordpress.slack.com/messages/polyglots/\">#polyglots in Slack</a> and are happy to help! (Get an invite to Slack at <a href=\"https://chat.wordpress.org\">chat.wordpress.org</a>.)</p>\n<p>Sign up to take part in the event on the <a href=\"https://wptranslationday.org/\">official website</a>.</p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:30:\"com-wordpress:feed-additions:1\";a:1:{s:7:\"post-id\";a:1:{i:0;a:5:{s:4:\"data\";s:4:\"4516\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:6;a:6:{s:4:\"data\";s:39:\"\n		\n		\n		\n		\n				\n		\n		\n\n		\n		\n				\n			\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:4:{s:0:\"\";a:6:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:48:\"WordPress 4.6.1 Security and Maintenance Release\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:84:\"https://wordpress.org/news/2016/09/wordpress-4-6-1-security-and-maintenance-release/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Wed, 07 Sep 2016 15:52:09 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:3:{i:0;a:5:{s:4:\"data\";s:8:\"Releases\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:8:\"Security\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:2;a:5:{s:4:\"data\";s:3:\"4.6\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:34:\"https://wordpress.org/news/?p=4507\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:377:\"WordPress 4.6.1 is now available. This is a security release for all previous versions and we strongly encourage you to update your sites immediately. WordPress versions 4.6 and earlier are affected by two security issues: a cross-site scripting vulnerability via image filename, reported by SumOfPwn researcher Cengiz Han Sahin; and a path traversal vulnerability in [&#8230;]\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:11:\"Jeremy Felt\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:2757:\"<p>WordPress 4.6.1 is now available. This is a <strong>security release</strong> for all previous versions and we strongly encourage you to update your sites immediately.</p>\n<p>WordPress versions 4.6 and earlier are affected by two security issues: a cross-site scripting vulnerability via image filename, reported by SumOfPwn researcher <a href=\"https://twitter.com/cengizhansahin\">Cengiz Han Sahin</a>; and a path traversal vulnerability in the upgrade package uploader, reported by <a href=\"https://dominikschilling.de/\">Dominik Schilling</a> from the WordPress security team.</p>\n<p>Thank you to the reporters for practicing <a href=\"https://make.wordpress.org/core/handbook/testing/reporting-security-vulnerabilities/\">responsible disclosure</a>.</p>\n<p>In addition to the security issues above, WordPress 4.6.1 fixes 15 bugs from 4.6. For more information, see the <a href=\"https://codex.wordpress.org/Version_4.6.1\">release notes</a> or consult the <a href=\"https://core.trac.wordpress.org/query?milestone=4.6.1\">list of changes</a>.</p>\n<p><a href=\"https://wordpress.org/download/\">Download WordPress 4.6.1</a> or venture over to Dashboard ? Updates and simply click “Update Now.” Sites that support automatic background updates are already beginning to update to WordPress 4.6.1.</p>\n<p>Thanks to everyone who contributed to 4.6.1:</p>\n<p><a href=\"https://profiles.wordpress.org/azaozz\">Andrew Ozz</a>, <a href=\"https://profiles.wordpress.org/gitlost\">bonger</a>, <a href=\"https://profiles.wordpress.org/boonebgorges\">Boone Gorges</a>, <a href=\"https://profiles.wordpress.org/chaos-engine\">Chaos Engine</a>, <a href=\"https://profiles.wordpress.org/danielkanchev\">Daniel Kanchev</a>, <a href=\"https://profiles.wordpress.org/dd32\">Dion Hulse</a>, <a href=\"https://profiles.wordpress.org/drewapicture\">Drew Jaynes</a>, <a href=\"https://profiles.wordpress.org/flixos90\">Felix Arntz</a>, <a href=\"https://profiles.wordpress.org/frozzare\">Fredrik Forsmo</a>, <a href=\"https://profiles.wordpress.org/pento\">Gary Pendergast</a>, <a href=\"https://profiles.wordpress.org/geminorum\">geminorum</a>, <a href=\"https://profiles.wordpress.org/iandunn\">Ian Dunn</a>, <a href=\"https://profiles.wordpress.org/ionutst\">Ionut Stanciu</a>, <a href=\"https://profiles.wordpress.org/jeremyfelt\">Jeremy Felt</a>, <a href=\"https://profiles.wordpress.org/joemcgill\">Joe McGill</a>, <a href=\"https://profiles.wordpress.org/clorith\">Marius L. J. (Clorith)</a>, <a href=\"https://profiles.wordpress.org/swissspidy\">Pascal Birchler</a>, <a href=\"https://profiles.wordpress.org/rpayne7264\">Robert D Payne</a>, <a href=\"https://profiles.wordpress.org/sergeybiryukov\">Sergey Biryukov</a>, and <a href=\"https://profiles.wordpress.org/nmt90\">Triet Minh</a>.</p>\n\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:30:\"com-wordpress:feed-additions:1\";a:1:{s:7:\"post-id\";a:1:{i:0;a:5:{s:4:\"data\";s:4:\"4507\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}}}i:7;a:6:{s:4:\"data\";s:36:\"\n		\n		\n		\n		\n				\n		\n\n		\n		\n				\n			\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";s:5:\"child\";a:4:{s:0:\"\";a:6:{s:5:\"title\";a:1:{i:0;a:5:{s:4:\"data\";s:26:\"WordPress 4.6 “Pepper”\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"link\";a:1:{i:0;a:5:{s:4:\"data\";s:42:\"https://wordpress.org/news/2016/08/pepper/\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:7:\"pubDate\";a:1:{i:0;a:5:{s:4:\"data\";s:31:\"Tue, 16 Aug 2016 19:06:46 +0000\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:8:\"category\";a:2:{i:0;a:5:{s:4:\"data\";s:8:\"Releases\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}i:1;a:5:{s:4:\"data\";s:3:\"4.6\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:4:\"guid\";a:1:{i:0;a:5:{s:4:\"data\";s:34:\"https://wordpress.org/news/?p=4444\";s:7:\"attribs\";a:1:{s:0:\"\";a:1:{s:11:\"isPermaLink\";s:5:\"false\";}}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}s:11:\"description\";a:1:{i:0;a:5:{s:4:\"data\";s:276:\"Version 4.6 of WordPress, named “Pepper” in honor of jazz baritone saxophonist Park Frederick “Pepper” Adams III, is available for download or update in your WordPress dashboard. New features in 4.6 help you to focus on the important things while feeling more at home.\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:32:\"http://purl.org/dc/elements/1.1/\";a:1:{s:7:\"creator\";a:1:{i:0;a:5:{s:4:\"data\";s:27:\"Dominik Schilling (ocean90)\";s:7:\"attribs\";a:0:{}s:8:\"xml_base\";s:0:\"\";s:17:\"xml_base_explicit\";b:0;s:8:\"xml_lang\";s:0:\"\";}}}s:40:\"http://purl.org/rss/1.0/modules/content/\";a:1:{s:7:\"encoded\";a:1:{i:0;a:5:{s:4:\"data\";s:27118:\"<p>Version 4.6 of WordPress, named “Pepper” in honor of jazz baritone saxophonist Park Frederick “Pepper” Adams III, is available for download or update in your WordPress dashboard. New features in 4.6 help you to focus on the important things while feeling more at home.</p>\n<p><iframe width=\'632\' height=\'354\' src=\'https://videopress.com/embed/GbdhpGF3?hd=1\' frameborder=\'0\' allowfullscreen></iframe><script src=\'https://v0.wordpress.com/js/next/videopress-iframe.js?m=1435166243\'></script></p>\n<hr />\n<h2 style=\"text-align: center\">Streamlined Updates</h2>\n<p><img class=\"aligncenter wp-image-4454 size-large\" src=\"https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?resize=632%2C379&#038;ssl=1\" srcset=\"https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?resize=1024%2C614&amp;ssl=1 1024w, https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?resize=300%2C180&amp;ssl=1 300w, https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?resize=768%2C461&amp;ssl=1 768w, https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?w=1264&amp;ssl=1 1264w, https://i0.wp.com/wordpress.org/news/files/2016/08/streamlined-updates.png?w=1896&amp;ssl=1 1896w\" sizes=\"(max-width: 632px) 100vw, 632px\" data-recalc-dims=\"1\" /></p>\n<p>Don’t lose your place: stay on the same page while you update, install, and delete your plugins and themes.</p>\n<hr />\n<h2 style=\"text-align: center\">Native Fonts</h2>\n<p><img class=\"aligncenter wp-image-4455 size-large\" src=\"https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?resize=632%2C379&#038;ssl=1\" srcset=\"https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?resize=1024%2C614&amp;ssl=1 1024w, https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?resize=300%2C180&amp;ssl=1 300w, https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?resize=768%2C461&amp;ssl=1 768w, https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?w=1264&amp;ssl=1 1264w, https://i2.wp.com/wordpress.org/news/files/2016/08/native-fonts.png?w=1896&amp;ssl=1 1896w\" sizes=\"(max-width: 632px) 100vw, 632px\" data-recalc-dims=\"1\" /></p>\n<p>The WordPress dashboard now takes advantage of the fonts you already have, making it load faster and letting you feel more at home on whatever device you use.</p>\n<hr />\n<h2 style=\"text-align: center\">Editor Improvements</h2>\n<div style=\"float: left;width: 48%;margin: 0\">\n<h3>Inline Link Checker</h3>\n<p><img class=\"aligncenter wp-image-4456 size-full\" src=\"https://i1.wp.com/wordpress.org/news/files/2016/08/inline-link-checker.png?resize=632%2C379&#038;ssl=1\" srcset=\"https://i1.wp.com/wordpress.org/news/files/2016/08/inline-link-checker.png?w=992&amp;ssl=1 992w, https://i1.wp.com/wordpress.org/news/files/2016/08/inline-link-checker.png?resize=300%2C180&amp;ssl=1 300w, https://i1.wp.com/wordpress.org/news/files/2016/08/inline-link-checker.png?resize=768%2C461&amp;ssl=1 768w\" sizes=\"(max-width: 632px) 100vw, 632px\" data-recalc-dims=\"1\" /></p>\n<p>Ever accidentally made a link to https://wordpress.org/example.org? Now WordPress automatically checks to make sure you didn’t.</p>\n</div>\n<div style=\"float: right;width: 48%;margin: 0\">\n<h3>Content Recovery</h3>\n<p><img class=\"aligncenter wp-image-4457 size-full\" src=\"https://i1.wp.com/wordpress.org/news/files/2016/08/content-recovery.png?resize=632%2C379&#038;ssl=1\" srcset=\"https://i1.wp.com/wordpress.org/news/files/2016/08/content-recovery.png?w=992&amp;ssl=1 992w, https://i1.wp.com/wordpress.org/news/files/2016/08/content-recovery.png?resize=300%2C180&amp;ssl=1 300w, https://i1.wp.com/wordpress.org/news/files/2016/08/content-recovery.png?resize=768%2C461&amp;ssl=1 768w\" sizes=\"(max-width: 632px) 100vw, 632px\" data-recalc-dims=\"1\" /></p>\n<p>As you type, WordPress saves your content to the browser. Recovering saved content is even easier with WordPress 4.6.</p>\n</div>\n<hr style=\"clear: both\" />\n<h2 style=\"text-align: center\">Under The Hood</h2>\n<h3>Resource Hints</h3>\n<p><a href=\"https://make.wordpress.org/core/2016/07/06/resource-hints-in-4-6/\">Resource hints help browsers</a> decide which resources to fetch and preprocess. WordPress 4.6 adds them automatically for your styles and scripts making your site even faster.</p>\n<h3>Robust Requests</h3>\n<p>The HTTP API now leverages the Requests library, improving HTTP standard support and adding case-insensitive headers, parallel HTTP requests, and support for Internationalized Domain Names.</p>\n<h3><code>WP_Term_Query</code> and <code>WP_Post_Type</code></h3>\n<p>A new <code><a href=\"https://developer.wordpress.org/reference/classes/wp_term_query\">WP_Term_Query</a></code> class adds flexibility to query term information while a new <code><a href=\"https://developer.wordpress.org/reference/classes/wp_post_type\">WP_Post_Type</a></code> object makes interacting with post types more predictable.</p>\n<h3>Meta Registration API</h3>\n<p>The Meta Registration API <a href=\"https://make.wordpress.org/core/2016/07/08/enhancing-register_meta-in-4-6/\">has been expanded</a> to support types, descriptions, and REST API visibility.</p>\n<h3>Translations On Demand</h3>\n<p>WordPress will install and use the newest language packs for your plugins and themes as soon as they’re available from <a href=\"https://translate.wordpress.org/\">WordPress.org’s community of translators</a>.</p>\n<h3>JavaScript Library Updates</h3>\n<p>Masonry 3.3.2, imagesLoaded 3.2.0, MediaElement.js 2.22.0, TinyMCE 4.4.1, and Backbone.js 1.3.3 are bundled.</p>\n<h3>Customizer APIs for Setting Validation and Notifications</h3>\n<p>Settings now have an <a href=\"https://make.wordpress.org/core/2016/07/05/customizer-apis-in-4-6-for-setting-validation-and-notifications/\">API for enforcing validation constraints</a>. Likewise, customizer controls now support notifications, which are used to display validation errors instead of failing silently.</p>\n<h3>Multisite, now faster than ever</h3>\n<p>Cached and comprehensive site queries improve your network admin experience. The addition of <code><a href=\"https://developer.wordpress.org/reference/classes/wp_site_query\">WP_Site_Query</a></code> and <code><a href=\"https://developer.wordpress.org/reference/classes/wp_network_query\">WP_Network_Query</a></code> help craft advanced queries with less effort.</p>\n<hr />\n<h2 style=\"text-align: center\">The Crew</h2>\n<p>This release was led by <a href=\"https://dominikschilling.de/\">Dominik Schilling</a>, backed up by <a href=\"https://www.garthmortensen.com/\">Garth Mortensen</a> as Release Deputy, and with the help of these fine individuals. There are <span style=\"font-weight: 400\">272</span> contributors with props in this release. Pull up some Pepper Adams on your music service of choice, and check out some of their profiles:</p>\n<a href=\"https://profiles.wordpress.org/a5hleyrich\">A5hleyRich</a>, <a href=\"https://profiles.wordpress.org/jorbin\">Aaron Jorbin</a>, <a href=\"https://profiles.wordpress.org/achbed\">achbed</a>, <a href=\"https://profiles.wordpress.org/adamsilverstein\">Adam Silverstein</a>, <a href=\"https://profiles.wordpress.org/adamsoucie\">Adam Soucie</a>, <a href=\"https://profiles.wordpress.org/adrianosilvaferreira\">Adriano Ferreira</a>, <a href=\"https://profiles.wordpress.org/afineman\">afineman</a>, <a href=\"https://profiles.wordpress.org/mrahmadawais\">Ahmad Awais</a>, <a href=\"https://profiles.wordpress.org/aidvu\">aidvu</a>, <a href=\"https://profiles.wordpress.org/akibjorklund\">Aki Bj&#246;rklund</a>, <a href=\"https://profiles.wordpress.org/xknown\">Alex Concha</a>, <a href=\"https://profiles.wordpress.org/xavortm\">Alex Dimitrov</a>, <a href=\"https://profiles.wordpress.org/alexkingorg\">Alex King</a>, <a href=\"https://profiles.wordpress.org/viper007bond\">Alex Mills (Viper007Bond)</a>, <a href=\"https://profiles.wordpress.org/alexvandervegt\">alexvandervegt</a>, <a href=\"https://profiles.wordpress.org/ambrosey\">Alice Brosey</a>, <a href=\"https://profiles.wordpress.org/aaires\">Ana Aires</a>, <a href=\"https://profiles.wordpress.org/afercia\">Andrea Fercia</a>, <a href=\"https://profiles.wordpress.org/andg\">Andrea Gandino</a>, <a href=\"https://profiles.wordpress.org/nacin\">Andrew Nacin</a>, <a href=\"https://profiles.wordpress.org/azaozz\">Andrew Ozz</a>, <a href=\"https://profiles.wordpress.org/rockwell15\">Andrew Rockwell</a>, <a href=\"https://profiles.wordpress.org/afragen\">Andy Fragen</a>, <a href=\"https://profiles.wordpress.org/andizer\">Andy Meerwaldt</a>, <a href=\"https://profiles.wordpress.org/andy\">Andy Skelton</a>, <a href=\"https://profiles.wordpress.org/anilbasnet\">Anil Basnet</a>, <a href=\"https://profiles.wordpress.org/ankit-k-gupta\">Ankit K Gupta</a>, <a href=\"https://profiles.wordpress.org/anneschmidt\">anneschmidt</a>, <a href=\"https://profiles.wordpress.org/zuige\">Antti Kuosmanen</a>, <a href=\"https://profiles.wordpress.org/ideag\">Arunas Liuiza</a>, <a href=\"https://profiles.wordpress.org/barry\">Barry</a>, <a href=\"https://profiles.wordpress.org/barryceelen\">Barry Ceelen</a>, <a href=\"https://profiles.wordpress.org/kau-boy\">Bernhard Kau</a>, <a href=\"https://profiles.wordpress.org/birgire\">Birgir Erlendsson (birgire)</a>, <a href=\"https://profiles.wordpress.org/bobbingwide\">bobbingwide</a>, <a href=\"https://profiles.wordpress.org/gitlost\">bonger</a>, <a href=\"https://profiles.wordpress.org/boonebgorges\">Boone B. Gorges</a>, <a href=\"https://profiles.wordpress.org/bradt\">Brad Touesnard</a>, <a href=\"https://profiles.wordpress.org/kraftbj\">Brandon Kraft</a>, <a href=\"https://profiles.wordpress.org/brianvan\">brianvan</a>, <a href=\"https://profiles.wordpress.org/borgesbruno\">Bruno Borges</a>, <a href=\"https://profiles.wordpress.org/bpetty\">Bryan Petty</a>, <a href=\"https://profiles.wordpress.org/purcebr\">Bryan Purcell</a>, <a href=\"https://profiles.wordpress.org/chandrapatel\">Chandra Patel</a>, <a href=\"https://profiles.wordpress.org/chaos-engine\">Chaos Engine</a>, <a href=\"https://profiles.wordpress.org/chouby\">Chouby</a>, <a href=\"https://profiles.wordpress.org/chris_dev\">Chris Mok</a>, <a href=\"https://profiles.wordpress.org/c3mdigital\">Chris Olbekson</a>, <a href=\"https://profiles.wordpress.org/chriscct7\">chriscct7</a>, <a href=\"https://profiles.wordpress.org/christophherr\">Christoph Herr</a>, <a href=\"https://profiles.wordpress.org/cfinke\">Christopher Finke</a>, <a href=\"https://profiles.wordpress.org/cliffseal\">Cliff Seal</a>, <a href=\"https://profiles.wordpress.org/clubduece\">clubduece</a>, <a href=\"https://profiles.wordpress.org/cmillerdev\">cmillerdev</a>, <a href=\"https://profiles.wordpress.org/craig-ralston\">Craig Ralston</a>, <a href=\"https://profiles.wordpress.org/crstauf\">crstauf</a>, <a href=\"https://profiles.wordpress.org/dabnpits\">dabnpits</a>, <a href=\"https://profiles.wordpress.org/danielbachhuber\">Daniel Bachhuber</a>, <a href=\"https://profiles.wordpress.org/danielhuesken\">Daniel H&#252;sken</a>, <a href=\"https://profiles.wordpress.org/danielkanchev\">Daniel Kanchev</a>, <a href=\"https://profiles.wordpress.org/mte90\">Daniele Scasciafratte</a>, <a href=\"https://profiles.wordpress.org/dashaluna\">dashaluna</a>, <a href=\"https://profiles.wordpress.org/davewarfel\">davewarfel</a>, <a href=\"https://profiles.wordpress.org/davidakennedy\">David A. Kennedy</a>, <a href=\"https://profiles.wordpress.org/davidanderson\">David Anderson</a>, <a href=\"https://profiles.wordpress.org/dbrumbaugh10up\">David Brumbaugh</a>, <a href=\"https://profiles.wordpress.org/dcavins\">David Cavins</a>, <a href=\"https://profiles.wordpress.org/dlh\">David Herrera</a>, <a href=\"https://profiles.wordpress.org/davidmosterd\">David Mosterd</a>, <a href=\"https://profiles.wordpress.org/dshanske\">David Shanske</a>, <a href=\"https://profiles.wordpress.org/realloc\">Dennis Ploetner</a>, <a href=\"https://profiles.wordpress.org/valendesigns\">Derek Herman</a>, <a href=\"https://profiles.wordpress.org/downstairsdev\">Devin Price</a>, <a href=\"https://profiles.wordpress.org/dd32\">Dion Hulse</a>, <a href=\"https://profiles.wordpress.org/dougwollison\">Doug Wollison</a>, <a href=\"https://profiles.wordpress.org/drewapicture\">Drew Jaynes</a>, <a href=\"https://profiles.wordpress.org/iseulde\">Ella Iseulde Van Dorpe</a>, <a href=\"https://profiles.wordpress.org/elrae\">elrae</a>, <a href=\"https://profiles.wordpress.org/ericlewis\">Eric Andrew Lewis</a>, <a href=\"https://profiles.wordpress.org/ethitter\">Erick Hitter</a>, <a href=\"https://profiles.wordpress.org/fab1en\">Fabien Quatravaux</a>, <a href=\"https://profiles.wordpress.org/faison\">Faison</a>, <a href=\"https://profiles.wordpress.org/flixos90\">Felix Arntz</a>, <a href=\"https://profiles.wordpress.org/flyingdr\">flyingdr</a>, <a href=\"https://profiles.wordpress.org/foliovision\">FolioVision</a>, <a href=\"https://profiles.wordpress.org/francescobagnoli\">francescobagnoli</a>, <a href=\"https://profiles.wordpress.org/bueltge\">Frank Bueltge</a>, <a href=\"https://profiles.wordpress.org/frank-klein\">Frank Klein</a>, <a href=\"https://profiles.wordpress.org/efarem\">Frank Martin</a>, <a href=\"https://profiles.wordpress.org/frozzare\">Fredrik Forsmo</a>, <a href=\"https://profiles.wordpress.org/mintindeed\">Gabriel Koen</a>, <a href=\"https://profiles.wordpress.org/gma992\">Gabriel Maldonado</a>, <a href=\"https://profiles.wordpress.org/pento\">Gary Pendergast</a>, <a href=\"https://profiles.wordpress.org/gblsm\">gblsm</a>, <a href=\"https://profiles.wordpress.org/geekysoft\">Geeky Software</a>, <a href=\"https://profiles.wordpress.org/geminorum\">geminorum</a>, <a href=\"https://profiles.wordpress.org/georgestephanis\">George Stephanis</a>, <a href=\"https://profiles.wordpress.org/hardeepasrani\">Hardeep Asrani</a>, <a href=\"https://profiles.wordpress.org/helen\">Helen Hou-Sandí</a>, <a href=\"https://profiles.wordpress.org/henrywright\">Henry Wright</a>, <a href=\"https://profiles.wordpress.org/hugobaeta\">Hugo Baeta</a>, <a href=\"https://profiles.wordpress.org/polevaultweb\">Iain Poulson</a>, <a href=\"https://profiles.wordpress.org/iandunn\">Ian Dunn</a>, <a href=\"https://profiles.wordpress.org/igmoweb\">Ignacio Cruz Moreno</a>, <a href=\"https://profiles.wordpress.org/imath\">imath</a>, <a href=\"https://profiles.wordpress.org/inderpreet99\">Inderpreet Singh</a>, <a href=\"https://profiles.wordpress.org/ionutst\">Ionut Stanciu</a>, <a href=\"https://profiles.wordpress.org/ipstenu\">Ipstenu (Mika Epstein)</a>, <a href=\"https://profiles.wordpress.org/jdgrimes\">J.D. Grimes</a>, <a href=\"https://profiles.wordpress.org/macmanx\">James Huff</a>, <a href=\"https://profiles.wordpress.org/jnylen0\">James Nylen</a>, <a href=\"https://profiles.wordpress.org/underdude\">Janne Ala-&#196;ij&#228;l&#228;</a>, <a href=\"https://profiles.wordpress.org/jaspermdegroot\">Jasper de Groot</a>, <a href=\"https://profiles.wordpress.org/javorszky\">javorszky</a>, <a href=\"https://profiles.wordpress.org/jfarthing84\">Jeff Farthing</a>, <a href=\"https://profiles.wordpress.org/cheffheid\">Jeffrey de Wit</a>, <a href=\"https://profiles.wordpress.org/jeremyfelt\">Jeremy Felt</a>, <a href=\"https://profiles.wordpress.org/endocreative\">Jeremy Green</a>, <a href=\"https://profiles.wordpress.org/jeherve\">Jeremy Herve</a>, <a href=\"https://profiles.wordpress.org/jmichaelward\">Jeremy Ward</a>, <a href=\"https://profiles.wordpress.org/jerrysarcastic\">Jerry Bates (jerrysarcastic)</a>, <a href=\"https://profiles.wordpress.org/jesin\">Jesin A</a>, <a href=\"https://profiles.wordpress.org/jipmoors\">Jip Moors</a>, <a href=\"https://profiles.wordpress.org/joedolson\">Joe Dolson</a>, <a href=\"https://profiles.wordpress.org/joehoyle\">Joe Hoyle</a>, <a href=\"https://profiles.wordpress.org/joemcgill\">Joe McGill</a>, <a href=\"https://profiles.wordpress.org/joelwills\">Joel Williams</a>, <a href=\"https://profiles.wordpress.org/j-falk\">Johan Falk</a>, <a href=\"https://profiles.wordpress.org/johnbillion\">John Blackbourn</a>, <a href=\"https://profiles.wordpress.org/johnjamesjacoby\">John James Jacoby</a>, <a href=\"https://profiles.wordpress.org/john_schlick\">John_Schlick</a>, <a href=\"https://profiles.wordpress.org/johnpgreen\">johnpgreen</a>, <a href=\"https://profiles.wordpress.org/kenshino\">Jon (Kenshino)</a>, <a href=\"https://profiles.wordpress.org/jbrinley\">Jonathan Brinley</a>, <a href=\"https://profiles.wordpress.org/spacedmonkey\">Jonny Harris</a>, <a href=\"https://profiles.wordpress.org/joostdevalk\">Joost de Valk</a>, <a href=\"https://profiles.wordpress.org/josephscott\">Joseph Scott</a>, <a href=\"https://profiles.wordpress.org/shelob9\">Josh Pollock</a>, <a href=\"https://profiles.wordpress.org/joshuagoodwin\">Joshua Goodwin</a>, <a href=\"https://profiles.wordpress.org/jpdavoutian\">jpdavoutian</a>, <a href=\"https://profiles.wordpress.org/jrf\">jrf</a>, <a href=\"https://profiles.wordpress.org/jsternberg\">jsternberg</a>, <a href=\"https://profiles.wordpress.org/juanfra\">Juanfra Aldasoro</a>, <a href=\"https://profiles.wordpress.org/juhise\">Juhi Saxena</a>, <a href=\"https://profiles.wordpress.org/julesaus\">julesaus</a>, <a href=\"https://profiles.wordpress.org/justinsainton\">Justin Sainton</a>, <a href=\"https://profiles.wordpress.org/ryelle\">Kelly Dwan</a>, <a href=\"https://profiles.wordpress.org/khag7\">Kevin Hagerty</a>, <a href=\"https://profiles.wordpress.org/ixkaito\">Kite</a>, <a href=\"https://profiles.wordpress.org/kjbenk\">kjbenk</a>, <a href=\"https://profiles.wordpress.org/kovshenin\">Konstantin Kovshenin</a>, <a href=\"https://profiles.wordpress.org/obenland\">Konstantin Obenland</a>, <a href=\"https://profiles.wordpress.org/kurtpayne\">Kurt Payne</a>, <a href=\"https://profiles.wordpress.org/offereins\">Laurens Offereins</a>, <a href=\"https://profiles.wordpress.org/lukecavanagh\">Luke Cavanagh</a>, <a href=\"https://profiles.wordpress.org/latz\">Lutz Schr&#246;er</a>, <a href=\"https://profiles.wordpress.org/mpol\">Marcel Pol</a>, <a href=\"https://profiles.wordpress.org/clorith\">Marius L. J. (Clorith)</a>, <a href=\"https://profiles.wordpress.org/markjaquith\">Mark Jaquith</a>, <a href=\"https://profiles.wordpress.org/mapk\">Mark Uraine</a>, <a href=\"https://profiles.wordpress.org/martinkrcho\">martin.krcho</a>, <a href=\"https://profiles.wordpress.org/mattmiklic\">Matt Miklic</a>, <a href=\"https://profiles.wordpress.org/matt\">Matt Mullenweg</a>, <a href=\"https://profiles.wordpress.org/borkweb\">Matthew Batchelder</a>, <a href=\"https://profiles.wordpress.org/mattyrob\">mattyrob</a>, <a href=\"https://profiles.wordpress.org/wzislam\">Mayeenul Islam</a>, <a href=\"https://profiles.wordpress.org/mdwheele\">mdwheele</a>, <a href=\"https://profiles.wordpress.org/medariox\">medariox</a>, <a href=\"https://profiles.wordpress.org/mehulkaklotar\">Mehul Kaklotar</a>, <a href=\"https://profiles.wordpress.org/meitar\">Meitar</a>, <a href=\"https://profiles.wordpress.org/melchoyce\">Mel Choyce</a>, <a href=\"https://profiles.wordpress.org/roseapplemedia\">Michael</a>, <a href=\"https://profiles.wordpress.org/michaelarestad\">Michael Arestad</a>, <a href=\"https://profiles.wordpress.org/michael-arestad\">Michael Arestad</a>, <a href=\"https://profiles.wordpress.org/michaelbeil\">Michael Beil</a>, <a href=\"https://profiles.wordpress.org/stuporglue\">Michael Moore</a>, <a href=\"https://profiles.wordpress.org/mbijon\">Mike Bijon</a>, <a href=\"https://profiles.wordpress.org/mikehansenme\">Mike Hansen</a>, <a href=\"https://profiles.wordpress.org/mikeschroder\">Mike Schroder</a>, <a href=\"https://profiles.wordpress.org/dimadin\">Milan Dini?</a>, <a href=\"https://profiles.wordpress.org/morganestes\">Morgan Estes</a>, <a href=\"https://profiles.wordpress.org/mt8biz\">moto hachi ( mt8.biz )</a>, <a href=\"https://profiles.wordpress.org/m_uysl\">Mustafa Uysal</a>, <a href=\"https://profiles.wordpress.org/nicholas_io\">N&#237;cholas Andr&#233;</a>, <a href=\"https://profiles.wordpress.org/nextendweb\">Nextendweb</a>, <a href=\"https://profiles.wordpress.org/niallkennedy\">Niall Kennedy</a>, <a href=\"https://profiles.wordpress.org/celloexpressions\">Nick Halsey</a>, <a href=\"https://profiles.wordpress.org/nikschavan\">Nikhil Chavan</a>, <a href=\"https://profiles.wordpress.org/rabmalin\">Nilambar Sharma</a>, <a href=\"https://profiles.wordpress.org/ninos-ego\">Ninos</a>, <a href=\"https://profiles.wordpress.org/alleynoah\">Noah</a>, <a href=\"https://profiles.wordpress.org/noahsilverstein\">noahsilverstein</a>, <a href=\"https://profiles.wordpress.org/odysseygate\">odyssey</a>, <a href=\"https://profiles.wordpress.org/ojrask\">ojrask</a>, <a href=\"https://profiles.wordpress.org/olarmarius\">Olar Marius</a>, <a href=\"https://profiles.wordpress.org/ovann86\">ovann86</a>, <a href=\"https://profiles.wordpress.org/pansotdev\">pansotdev</a>, <a href=\"https://profiles.wordpress.org/swissspidy\">Pascal Birchler</a>, <a href=\"https://profiles.wordpress.org/pbearne\">Paul Bearne</a>, <a href=\"https://profiles.wordpress.org/bassgang\">Paul Vincent Beigang</a>, <a href=\"https://profiles.wordpress.org/paulwilde\">Paul Wilde</a>, <a href=\"https://profiles.wordpress.org/pavelevap\">pavelevap</a>, <a href=\"https://profiles.wordpress.org/pcarvalho\">pcarvalho</a>, <a href=\"https://profiles.wordpress.org/westi\">Peter Westwood</a>, <a href=\"https://profiles.wordpress.org/peterwilsoncc\">Peter Wilson</a>, <a href=\"https://profiles.wordpress.org/peterrknight\">PeterRKnight</a>, <a href=\"https://profiles.wordpress.org/walbo\">Petter Walb&#248; Johnsg&#229;rd</a>, <a href=\"https://profiles.wordpress.org/petya\">Petya Raykovska</a>, <a href=\"https://profiles.wordpress.org/wizzard_\">Pieter</a>, <a href=\"https://profiles.wordpress.org/pollett\">Pollett</a>, <a href=\"https://profiles.wordpress.org/postpostmodern\">postpostmodern</a>, <a href=\"https://profiles.wordpress.org/presskopp\">Presskopp</a>, <a href=\"https://profiles.wordpress.org/prettyboymp\">prettyboymp</a>, <a href=\"https://profiles.wordpress.org/r-a-y\">r-a-y</a>, <a href=\"https://profiles.wordpress.org/rachelbaker\">Rachel Baker</a>, <a href=\"https://profiles.wordpress.org/rafaelangeline\">rafaelangeline</a>, <a href=\"https://profiles.wordpress.org/zetaraffix\">raffaella isidori</a>, <a href=\"https://profiles.wordpress.org/rahulsprajapati\">Rahul Prajapati</a>, <a href=\"https://profiles.wordpress.org/ramiy\">Rami Yushuvaev</a>, <a href=\"https://profiles.wordpress.org/rianrietveld\">Rian Rietveld </a>, <a href=\"https://profiles.wordpress.org/iamfriendly\">Richard Tape</a>, <a href=\"https://profiles.wordpress.org/rpayne7264\">Robert D Payne</a>, <a href=\"https://profiles.wordpress.org/littlerchicken\">Robin Cornett</a>, <a href=\"https://profiles.wordpress.org/rodrigosprimo\">Rodrigo Primo</a>, <a href=\"https://profiles.wordpress.org/ronalfy\">Ronald Huereca</a>, <a href=\"https://profiles.wordpress.org/ruudjoyo\">Ruud Laan</a>, <a href=\"https://profiles.wordpress.org/rmccue\">Ryan McCue</a>, <a href=\"https://profiles.wordpress.org/welcher\">Ryan Welcher</a>, <a href=\"https://profiles.wordpress.org/samantha-miller\">Samantha Miller</a>, <a href=\"https://profiles.wordpress.org/solarissmoke\">Samir Shah</a>, <a href=\"https://profiles.wordpress.org/rosso99\">Sara Rosso</a>, <a href=\"https://profiles.wordpress.org/schlessera\">schlessera</a>, <a href=\"https://profiles.wordpress.org/scottbasgaard\">Scott Basgaard</a>, <a href=\"https://profiles.wordpress.org/sc0ttkclark\">Scott Kingsley Clark</a>, <a href=\"https://profiles.wordpress.org/coffee2code\">Scott Reilly</a>, <a href=\"https://profiles.wordpress.org/wonderboymusic\">Scott Taylor</a>, <a href=\"https://profiles.wordpress.org/screamingdev\">screamingdev</a>, <a href=\"https://profiles.wordpress.org/sebastianpisula\">Sebastian Pisula</a>, <a href=\"https://profiles.wordpress.org/semil\">semil</a>, <a href=\"https://profiles.wordpress.org/sergeybiryukov\">Sergey Biryukov</a>, <a href=\"https://profiles.wordpress.org/shahpranaf\">shahpranaf</a>, <a href=\"https://profiles.wordpress.org/sidati\">Sidati</a>, <a href=\"https://profiles.wordpress.org/neverything\">Silvan Hagen</a>, <a href=\"https://profiles.wordpress.org/simonvik\">Simon Vikstr&#246;m</a>, <a href=\"https://profiles.wordpress.org/sirjonathan\">sirjonathan</a>, <a href=\"https://profiles.wordpress.org/smerriman\">smerriman</a>, <a href=\"https://profiles.wordpress.org/soean\">Soeren Wrede</a>, <a href=\"https://profiles.wordpress.org/southp\">southp</a>, <a href=\"https://profiles.wordpress.org/metodiew\">Stanko Metodiev</a>, <a href=\"https://profiles.wordpress.org/stephdau\">Stephane Daury (stephdau)</a>, <a href=\"https://profiles.wordpress.org/coderste\">Stephen</a>, <a href=\"https://profiles.wordpress.org/netweb\">Stephen Edgar</a>, <a href=\"https://profiles.wordpress.org/stephenharris\">Stephen Harris</a>, <a href=\"https://profiles.wordpress.org/stevenkword\">Steven Word</a>, <a href=\"https://profiles.wordpress.org/stubgo\">stubgo</a>, <a href=\"https://profiles.wordpress.org/sudar\">Sudar Muthu</a>, <a href=\"https://profiles.wordpress.org/patilswapnilv\">Swapnil V. Patil</a>, <a href=\"https://profiles.wordpress.org/tacoverdo\">Taco Verdonschot</a>, <a href=\"https://profiles.wordpress.org/iamtakashi\">Takashi Irie</a>, <a href=\"https://profiles.wordpress.org/karmatosed\">Tammie Lister</a>, <a href=\"https://profiles.wordpress.org/tlovett1\">Taylor Lovett</a>, <a href=\"https://profiles.wordpress.org/themiked\">theMikeD</a>, <a href=\"https://profiles.wordpress.org/thomaswm\">thomaswm</a>, <a href=\"https://profiles.wordpress.org/tfrommen\">Thorsten Frommen</a>, <a href=\"https://profiles.wordpress.org/timothyblynjacobs\">Timothy Jacobs</a>, <a href=\"https://profiles.wordpress.org/tloureiro\">tloureiro</a>, <a href=\"https://profiles.wordpress.org/travisnorthcutt\">Travis Northcutt</a>, <a href=\"https://profiles.wordpress.org/nmt90\">Triet Minh</a>, <a href=\"https://profiles.wordpress.org/grapplerulrich\">Ulrich</a>, <a href=\"https://profiles.wordpress.org/unyson\">Unyson</a>, <a href=\"https://profiles.wordpress.org/szepeviktor\">Viktor Sz&#233;pe</a>, <a href=\"https://profiles.wordpress.org/vishalkakadiya\">Vishal Kakadiya</a>, <a href=\"https://profiles.wordpress.org/vortfu\">vortfu</a>, <a href=\"https://profiles.wordpress.org/svovaf\">vovafeldman</a>, <a href=\"https://profiles.wordpress.org/websupporter\">websupporter</a>, <a href=\"https://profiles.wordpress.org/westonruter\">Weston Ruter</a>, <a href=\"https://profiles.wordpress.org/wp_smith\">wp_smith</a>, <a href=\"https://profiles.wordpress.org/wpfo\">wpfo</a>, <a href=\"https://profiles.wordpress.org/xavivars\">Xavi Ivars</a>, <a href=\"https://profiles.wordpress.org/yoavf\">Yoav Farhi</a>, <a href=\"https://profiles.wordpress.org/tollmanz\">Zack Tollman</a>, and <a href=\"https://profiles.wordpress.org/zakb8\">zakb8</a>.\n<p>&nbsp;</p>\n<p>Special thanks go to <a href=\"https://jerrysarcastic.com/\">Jerry Bates</a> for producing the release video and <a href=\"http://hugobaeta.com/\">Hugo Baeta</a> for providing marketing graphics.</p>\n<p>Finally, thanks to all the community translators who worked on WordPress 4.6. Their efforts make it possible to use WordPress 4.6 in 52 languages. The WordPress 4.6 release video has been captioned into 43 languages.</p>\n<p>If you want to follow along or help out, check out <a href=\"https://make.wordpress.org/\">Make WordPress</a> and our <a href=\"https://make.wordpress.org/core/\">core development blog</a>. Thanks for choosing WordPress. 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We’ve put everything you need at your fingertips!</p>\n\";s:9:\"changelog\";s:6599:\"<h4>5.2.4 - 7/8/2016</h4>\n\n<ul>\n<li>Added RTL stylesheet.</li>\n</ul>\n\n<h4>5.2.3 - 7/5/2016</h4>\n\n<ul>\n<li>Added Xing support to social icons.</li>\n</ul>\n\n<h4>5.2.2 - 3/25/2015</h4>\n\n<ul>\n<li>Updated FontAwesome to latest version, v4.3.0.</li>\n</ul>\n\n<h4>5.2.1 - 3/6/2015</h4>\n\n<ul>\n<li>Fixed small space next to featured images.</li>\n</ul>\n\n<h4>5.2.0 - 2/18/2015</h4>\n\n<ul>\n<li>Fixed site title description color on light color scheme.</li>\n</ul>\n\n<h4>5.1.9 - 12/29/2014</h4>\n\n<ul>\n<li>Fixed Infinite Scroll selector in Custom CSS.</li>\n</ul>\n\n<h4>5.1.8 - 12/26/2014</h4>\n\n<ul>\n<li>Fixed styling on quote format posts.</li>\n</ul>\n\n<h4>5.1.7 - 11/13/2014</h4>\n\n<ul>\n<li>Added fix for animations on Android devices.</li>\n</ul>\n\n<h4>5.1.6 - 11/10/2014</h4>\n\n<ul>\n<li>Fixed Infinite Scroll button style.</li>\n</ul>\n\n<h4>5.1.5 - 10/20/2014</h4>\n\n<ul>\n<li>Added ability to enable comments on pages.</li>\n</ul>\n\n<h4>5.1.4 - 9/21/2014</h4>\n\n<ul>\n<li>Added Pinterest to social icons.</li>\n</ul>\n\n<h4>5.1.3 - 9/15/2014</h4>\n\n<ul>\n<li>Added fix for long links on mobile devices.</li>\n</ul>\n\n<h4>5.1.2 - 7/31/2014</h4>\n\n<ul>\n<li>Reworked mobile nav/header area to fix a bug with widgets containing iframes.</li>\n</ul>\n\n<h4>5.1.1 - 7/7/2014</h4>\n\n<ul>\n<li>Removed relative positioning from html element to fix admin bar bug.</li>\n<li>Fixed double scroll bar bug in Chrome.</li>\n<li>Cleaned up tag cloud styles.</li>\n</ul>\n\n<h4>5.1 - 6/29/2014</h4>\n\n<ul>\n<li>Fixing version number.</li>\n</ul>\n\n<h4>5.0 - 6/27/2014</h4>\n\n<ul>\n<li>Improved header style.</li>\n<li>Improved mobile experience.</li>\n<li>Improved default styles.</li>\n<li>Significant clean up of all files.</li>\n</ul>\n\n<h4>4.2 - 4/17/2014</h4>\n\n<ul>\n<li>Changed Droid Serif font to Arimo, a sans-serif font.</li>\n<li>Added tagline and small menu to footer.</li>\n<li>General file and cleanup.</li>\n<li>Added a better mobile menu.</li>\n</ul>\n\n<h4>4.1 - 4/1/2014</h4>\n\n<ul>\n<li>Fixed bug in customizer preview</li>\n</ul>\n\n<h4>4.0 - 3/23/2014</h4>\n\n<ul>\n<li>Prepared for Array.</li>\n<li>Added Getting Started page (Appearance -&gt; Getting Started).</li>\n<li>Removed comment toggle option.</li>\n<li>Added light color scheme (Appearance -&gt; Customize -&gt; Theme Options).</li>\n<li>Modified Pocket styles</li>\n<li>Heavy file cleanup</li>\n<li>Modified: All files modified.</li>\n</ul>\n\n<h4>3.1 - 1/2/2014</h4>\n\n<ul>\n<li>Added a prefix to the style loading enqueue.</li>\n<li>Modified: includes/updates/EDD_SL_Setup.php, style.css, functions.php</li>\n</ul>\n\n<h4>3.0 - 9/18/13</h4>\n\n<ul>\n<li>Fixed auto update bug that broke stylesheets. Note: If updating via the dashboard breaks your theme, you will have to download this update manually via your ThemeForest account. Grab the latest files (v3.0) and replace your current version. Auto updates should be fine going forward.</li>\n<li>Modified: includes/updates/EDD_SL_Setup.php, style.css</li>\n</ul>\n\n<h4>2.9 - 9/11/13</h4>\n\n<ul>\n<li>Added localization to next/previous post links.</li>\n<li>Modified: header.php, includes/updates/EDD_SL_Setup.php, style.css</li>\n</ul>\n\n<h4>2.8 - 9/9/13</h4>\n\n<ul>\n<li>Fixed max-width on body.</li>\n<li>Fixed header search/menu toggle.</li>\n<li>Modified: header.php, includes/js/custom.js, includes/updates/EDD_SL_Setup.php, media-queries.css, style.css</li>\n</ul>\n\n<h4>2.7 – 9/8/13</h4>\n\n<ul>\n<li>This is a full-theme update. We\'ve restyled many elements and made several architectural changes, so please update all files. Check out the revised help file for help on new features. http://array.is/articles/pocket</li>\n<li>Added Infinite Scroll via the Jetpack plugin. Install, activate and connect Jetpack for quick loading posts.</li>\n<li>Added lightbox carousel via the Jetpack plugin.</li>\n<li>Changed title and body fonts to similar replacements.</li>\n<li>Cleaned up all files and added descriptions to each template file.</li>\n<li>Updated fitvid.js with new version.</li>\n<li>Added lightbox carousel via the Jetpack plugin.</li>\n<li>Refactored javascript to load conditionally when necessary.</li>\n<li>Added options to the Customizer. You can now toggle the BW image effect and also toggle the default comments functionality.</li>\n</ul>\n\n<h4>2.6 – 6/13/13</h4>\n\n<ul>\n<li>Replaced Twitter widget with new Twitter widget, available via the Okay Toolkit (http://wordpress.org/plugins/okay-toolkit/). Install and activate the plugin, go to Settings -&gt; Okay Toolkit and activate the Twitter widget. It will appear in Appearance -&gt; Widgets.</li>\n</ul>\n\n<h4>2.5 – 5/23/13</h4>\n\n<ul>\n<li>Added max-width property to body. Looks much better on larger screens. You\'re welcome.</li>\n</ul>\n\n<h4>2.4 – 5/20/13</h4>\n\n<ul>\n<li>Modified more title styles for Firefox.</li>\n<li>Added styling for WordPress 3.6 quote format.</li>\n</ul>\n\n<h4>2.3 – 5/13/13</h4>\n\n<ul>\n<li>Fixed title styles for Firefox, which was applying a faux bold effect to the font. 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