Unfriendly HTML characters are unreadable by search engines and humans alike, which makes them a cause of potential damage to your website’s rankings. Luckily, WordPress has a built-in mechanism that automatically typesets characters to make them HTML friendly. In other words, everything that you type is automatically converted into an HTML friendly character in the backend. This is done by using a Texturize engine to convert characters that are unfriendly for HTML and search engines. For instance, characters like ellipses, quotes, apostrophes, dashes and multiplication symbols are converted into the correct typography for HTML.
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