A website of a larger company often represents multiple divisions. If one division outgrows the others, or if expectations for one division are very high, the need for a separate website or domain may arise. What’s best to do for SEO in such a case? Set up a new domain for that division? Or build it on a sub-domain? In this Ask Yoast, we help you determine the best solution in case a division wants its own website.

Brooke Brown of smartbridge.com emailed us with this question:

“One division of our company is getting more presence, so they want to build that division its own website. What’s the best option?

1. Build it on a new domain like smartbridgemobility.com;
2. Build it on a totally separate domain;
3. Build it on a sub-domain like mobility.smartbridge.com.”

Check out the video or read the answer below!

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Division on separate domain

In the video, we help you decide what’s best for SEO if you want to give a division a separate website:

“Well Brooke, first of all I consider myself pretty good at branding and if your brand “Smartbridge” is strong, I would consider doing something much simpler. I would make it smartbridge.com/mobility. Give it its own look and feel, but keep it on one domain.

If you don’t want to do that, but you want to separate the two, then I would give it an entire brand for itself. Because that probably is best in the long run to sell or whatever you want to do with it. I’m not a big fan of sub-domains because they lead, or can lead, to all sorts of technical issues. And they’re a bit of nothing really. It’s not its own brand, it’s far too attached to your main domain.

So I would probably choose a sub-folder and if you can’t do that I would choose a completely different brand. Good luck!”

Ask Yoast

In the series Ask Yoast we answer SEO questions from followers. Need some advice about SEO? Let us help you out! Send your question to ask@yoast.com.

Read more: ‘Site structure: the ultimate guide’ »

Business to Business (B2B) marketing is often different from Business to Consumer (B2C) marketing thanks to the elaborate buying processes, a narrow market and more complex products and services of a B2B website. In this article about B2B SEO, I’ll compare the distinctions between the two and explain what that means for your B2B website and SEO.

When reading the above, you might think: “In both cases you’re selling products or services to a customer, and you want those products to be found and ordered, so what could be the difference?” While that might be true in case of, for example, office supplies, there are instances of B2B products and services that do require a different approach, especially when it comes to more specialized, complex, technical and expensive products, ordered by larger organizations with multiple stakeholders, so you’ll have to adapt your website to take those distinctions into account.

Differences between B2B and B2C

So, what are the main differences between B2B and B2C trading?

  • The buying process can take much longer, often involves more stakeholders and specific requirements;
  • The products and services can be more complex and more costly;
  • Professionals usually speak a certain jargon to describe their products;
  • Size of the market: the B2B market generally is much narrower;
  • Ordering scale: orders for businesses can be much larger.

How do these dissimilarities affect the goal of your site, your keyword research and the web content you present to your audience? Let’s go into detail!

1. Buying process in a B2B market

In general, the time required to close a deal in the B2B market is much longer than the time that’s needed to get a B2C order. Even the most expensive B2C products, like holidays or cars, only take a few weeks between gathering information about the product and ordering it. When it comes to ordering products or services as a business, it might take weeks or even months before the decision is taken to order the product. This mostly related to the amount of money and the number of stakeholders involved.

Let’s look at an example of buying a complex technical installation or expensive software: The user of the machine or software wants know the features and how it works. The technician has to take a look at the performance of the machine or IT has to evaluate the possibilities for integration. Finance is interested in the costs of buying and maintaining the machine and, the managing director wants to know if it will help his staff to perform better and, in the end, probably needs to give his seal of approval too.

An extensive buying process like this, influences both the goal of your website and demands some extras from your web content:

B2B and the goal of your site

On a lot of B2C eCommerce sites the goal is to get the sale done as fast as possible. People look for a product they’re interested in, find it, think about it, add it to their cart or perhaps wait a day or two, and then decide to buy it or not.

A B2B website, especially when it comes to complex and expensive products and services, is much more aimed on getting sales leads from a website. Customers won’t order a $25.000 machine or 300.000 medical gloves in a split second, so they’ll gather more information, and probably want to contact a sales rep or product specialist to get more details on the products or services as well. Perhaps they’d even like to order a sample of the product, or test it.

Obviously, you should mention all these options on your site. Make it as easy as possible for your potential customer. Display the phone number on a prominent place on every page of your site. Create easy to use forms to request for a sample, a trial or a quote. Perhaps customers can directly email product specialists or ask them questions in a chat? Whatever possibilities you offer, make sure your prospect can’t miss them!

Read more: ‘What’s the mission of your website’ »

B2B sales and your web copy

In the B2C market, the buyer is also the person who is going to use the product. This doesn’t always apply to B2B. As mentioned above, many people are involved in the purchase of larger B2B products. To ease the decision that has to be made you’ll have to address different stakeholders in your web copy. Define which stakeholders there are and make sure to provide all of them with the necessary information. Whether that’s the staff that will use the equipment, the technician, IT, finance, the manager or the director.

So your site will need quite a bit of information. Remember that, compared to B2C purchases, there is less emotional involvement with the purchase of a product or a service. This means that you want to communicate solutions, rather than the beauty and the esthetic value of the product. 

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2. The complexity of products and services

Another difference between B2B and B2C is that, generally, B2B products and services are more complex. Not many people use, for instance, an X-ray machine at home. But, your B2B customer doesn’t even have to buy a complicated machine or software to be interested in very detailed specifications.

I used to work at a company that sold medical supplies, like exam and surgical gloves. If you would compare buying disposable housekeeping gloves to buying medical gloves, you’ll find out that even for a ‘simple’ product like that, obviously, the requirements will be much higher. Before buying, the hospital will want to find out: What material is it made of? What’s the exact thickness? Does it contain latex (allergies)? How’s the texture? Is it tested for use with chemotherapy drugs? Is it certified? Can you scientifically prove the claims you make about this product? And so on.

Complex B2B products and your web content

Tip: Show how it works!

At Yoast, we’d like everyone to comprehend all the possibilities of our Premium plugin. Therefore we recorded various videos and screencasts to show how easy it is to use these features.

The complexity of the products and services mostly affects your web content. Clearly, describe specifications and features in detail. Also, include information that helps your prospect how to use the equipment or software. How do you work with these features? Help potential customers understand your product by adding detailed descriptions, imagery and product videos. Just show how easy it is to work with that complex machine you’re selling!

Potential customers that still have questions should be able to contact you easily through your website. So besides providing sufficient information on how to use the product, get your sales team and product specialists geared up to answer those questions. And, in case of complicated product and services, show how your support team helps your customers out, if they would encounter problems after a purchase.

Not only is well-written, explanatory content necessary to help visitors understand your product, if you write about the right keywords, it’s one of the most important assets that will get people to your website in the first place! This is closely related to the next characteristic of B2B: the use of jargon.

3. Jargon

Every field of expertise has its own language. And people in a certain industry might not even be aware that they’re using very specialized words. Nevertheless, often these will be the words they’ll be searching for when looking for products or services online. So make sure you know which search terms they’re using! This is crucial for your keyword research, as I’ll elaborate on below.

Jargon and B2B Keyword research

When you’re doing keyword research – whether that’s for B2B or B2C – it’s essential to get to know your customers. Don’t assume you already know them! Take the opportunity to speak with customers and prospects, find out which stakeholder does the most searching for the business when it comes to finding a product like yours. Is it the manager? The user? Or the purchase department? For your website to be found, you’ll have to write enough high quality content on your site, in which you speak the same language as this stakeholder.

A mistake that businesses often make is heavily promoting a product name, instead of using the search terms their prospect use. If you’re brand is really famous for a certain product, that might work. In most cases though, you’re prospect will be searching for a type of product, so the search volume for that term will be a lot bigger. It does mean you’ll have to compete with your competitors to rank for the same search terms. But that’s when a great content SEO strategy can help you out.

One more thing on jargon: to be found you’ll need to use some specialized word. However, don’t overdo this! Balance the use of difficult, industry specific words with the use of clear and easy to comprehend language. Keep your text readable, the readability analysis of Yoast SEO will help you do so. You don’t want to scare away newbies to the industry! 

Content SEO: learn how to do keyword research, how to structure your site and how to write SEO friendly content »

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4. Size of the market

Most consumer goods are of interest to a large part of the population. Marketing these products is therefore aimed at a very wide audience. Specialized, business related products will only matter to the folks working in a certain field. This means you’re selling in a much smaller market, a so called niche.

Niche products and SEO

In terms of SEO this does have some advantages. Your target group might be smaller, but there might be less competition too. To become successful in a niche you should write great informational content on the keywords your prospects use, as described above. To increase the chance for ranking you can first focus on long tail keywords. Long tail keywords are keywords that include specifications or features of a certain product. The search volume for these terms is lower, but there’s less competition for them too, which makes it easier to rank.

Let’s go back to the example of medical gloves. Although a niche market, it is quite competitive. Ranking for the keyword [medical gloves] therefore will be difficult. Luckily there’s enough opportunity to specify your product. What if you would optimize your copy for [blue non-latex surgical gloves] and [pink nitrile exam gloves]. There will be less web content on these search terms, so it will be easier to make it rank. On top of that, you could write copy that goes deeper into certain specifications of your product, like why a hospital should choose for [non-latex surgical gloves].

The next step would be to create an awesome site structure, that shows Google the connection between all the content you’ve created. You can do so by internally linking related content and defining and linking to your cornerstone content.

Keep reading: ‘The ultimate guide to site structure’ »

5. Scale

The last characteristic of B2B trading I’ll discuss is the scale. Order quantity usually is much higher for businesses than consumers. Therefore, total costs are higher for businesses. Often, they like or even expect to negotiate their own price or, at least, get scale discounts. This means you should either present scale discounts on your website or clearly show how they can easily contact a sales person, so they can get a quote or negotiate their own discount. Preferably, you would do both.

Conclusion

Building a good B2B website is hard work. When working on it, keep the following things in mind:

  • Think thoroughly about the goal of your B2B site and translate this into features on your website.
  • Write content that addresses all the stakeholders that are involved in the buying process, and speak the same language as they do. You really need to get to know your audience to do so!
  • Explain and show explicitly how your products work.
  • Do your keyword research and write awesome content on the keywords your audience uses. Don’t forget to focus on those long tail keywords first.

Good luck! Did I miss something? Let me know in the comments!

Read on: ‘The ultimate guide to keyword research’ »

If you own an eCommerce site, a product can run out of stock. When a product becomes permanently unavailable, what should you do with the product page in your online store? Delete that specific page? Set up a redirect? Show alternatives? Or just leave the page as it is? This Ask Yoast will help you make the best decision when a product goes out of stock.

Brad Griffin out of Texas USA emailed us:

“When a WooCommerce product is out of stock, I’ve got a couple of options: a redirect; a fallback URL; a waiting list; or delete it and do nothing. Let’s assume that the product is a one-time sale, it’s not coming back. What should I do with that URL?

Check out the video or read the answer below!

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Best practice product out of stock

In the video, we explain which options you have when a product goes out of stock and what would be the best decision:

” Well, Brad, simply delete it and do nothing is not an option, because people might have linked to that URL, so you want to send them somewhere decent. And a waiting list would be weird, because the product is not coming back.

So, I think you’ve got two options:

1. Redirect them to the category that the original product was in and make sure that they land on something that feels somewhat close to what they were looking for if they wanted to get to that URL.

2. Show them a page saying: Hey, we had this product. We’ve sold it, but we’ve got these other options:…, …, …,  (show alternatives).

Those are really your only two real options.

Good luck!”

Ask Yoast

In the series Ask Yoast we answer SEO questions from followers. Need some advice about SEO? Let us help you out! Send your question to ask@yoast.com.

Read more: ‘eCommerce usability: the ultimate guide’ »

SEO can be really complicated! How do you start with improving the structure of a site? How do you write amazing and SEO-friendly articles? To help all of you with your SEO strategy, I’m writing a series of Ask Yoast case studies. In these case studies, I’ll take a look at a specific site (the owner knows about it of course :-)), and I’ll give some SEO advice. In this second case study: SEO of an online shop!

Ask Yoast Case studies

Want Marieke to look at the content of your site? Send an email to ask@yoast.com!

Improve the SEO of an online shop!

In this case study, the SEO of an online shop is the central topic. We were given the chance to take a look at the SEO of Knock Knock, independent makers of clever gifts, books, and whatever else they can think up.

The Knock Knock team didn’t have a specific question for us, so we just took a look at their website and give advice on how to improve the SEO

First impression of KnockKnock

I want to buy those notebooks! I want to have those pens! Great fill-out books! I love the products Knock Knock offers. It’s original, it’s fun and I really get some sort of brand-feeling if I browse through their website. Fantastic!

Technically, Knock Knock seems to be a solid site, which is great. Some general SEO quick wins would be: creating alt tags for images and adding meta descriptions to tag pages and on some category pages.

KnockKnock has a lot of potential to become really successful. Maybe they already are! I believe that with certain SEO improvements they could be generating even more traffic than they’re getting right now! 

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Content content content

My initial thoughts for improvements when I saw this site were: 

“This site screams for a blog! Knock Knock’s products are very original and one-of-a-kind. Writing blog posts about, for instance, how to use these products and why you would need them, won’t be hard at all! Blogging is a great way to promote your stuff and to show to your audience how to use your products. In case of this specific online shop, I’d post lots of photos too.

For SEO reasons, starting a blog is very important too. Knock Knock doesn’t show a lot of content on their site. It’s an online shop with quite some products and, therefore, product pages, but the copy on these pages is quite short. That’ll make it hard to rank high in Google. Blogging, or in other words, publishing fresh content on a regular basis, will definitely improve the SEO of this online shop.

I would advise Knock Knock to start with some solid keyword research. Maybe they’ve already done some research. Which words do they want to be found for? After that, they should start creating some real quality content. I’d love to read blog posts about the origin, benefits or appliance of their products. They do have nice product reviews written by their audience, perhaps these reviews could serve as a starting point for a blog post.

KnockKnock sells products that are quite witty. I’m sure their blog could be entertaining too. Apart from a great SEO strategy, an entertaining blog would also be a kickass marketing strategy!”

After showing the draft of this post to KnockKnock they got back to me telling that they already have a blog! So I had rework my advice a bit… I started with checking out their blog first, where they write about the origin and creators of the products, the use of the products and more fun stuff. Their blog post are very original and entertaining! They also post quite regularly, a couple of times a month.

So now, my main advice is: make your blog more visible on your site! I noticed that we can easily get from your blog to your shop, but the other way around is a lot harder (or perhaps impossible?). I’d suggest to just add the blog in the top navigation of your site. That way, visitors can easily read more about your products, creators and all the nice things you do, apart from creating awesome products!

Read more: ‘5 tips to find inspiration for your blog’ »

Site structure

In case you would be starting a blog from scratch that would be quite hard. On the other hand, if you’re starting a blog, you do have the chance to create an ideal structure for it. Think about the topics you’d like to blog about. These could be the same as the product categories of your online shop, but it also could be different categories. Write a few long, really awesome, articles on each of these categories. These articles will be your cornerstone pages. Make sure to write lots of blog posts about similar topics (but all slightly different and more niche/long tail). And link from all of these articles to your most important cornerstone article. If you start your blog from scratch, make sure to structure it in an excellent way! Read more about this in our ultimate guide to site structure.

Conclusion

If you have an online shop that’s focused on an awesome niche like Knock Knock, your SEO will benefit most from a solid content strategy. Writing lots of texts, articles, posts will have an effect on your rankings. Besides that, it’ll be a great way of marketing your stuff. Combine your blog with an awesome social media strategy and you’ll increase both your rankings and sales!

Keep reading: ‘10 tips for an awesome and SEO friendly blog post’ »

After almost sixty million downloads of WordPress 4.7, we are pleased to announce the immediate availability of WordPress 4.7.4, a maintenance release.

This release contains 47 maintenance fixes and enhancements, chief among them an incompatibility between the upcoming Chrome version and the visual editor, inconsistencies in media handling, and further improvements to the REST API. For a full list of changes, consult the release notes and the list of changes.

Download WordPress 4.7.4 or visit Dashboard → Updates and simply click “Update Now.” Sites that support automatic background updates are already beginning to update to WordPress 4.7.4.

Thanks to everyone who contributed to 4.7.4:
Aaron Jorbin, Adam Silverstein, Andrea Fercia, Andrew Ozz, aussieguy123, Blobfolio, boldwater, Boone Gorges, Boro Sitnikovski, chesio, Curdin Krummenacher, Daniel Bachhuber, Darren Ethier (nerrad), David A. Kennedy, davidbenton, David Herrera, Dion Hulse, Dominik Schilling (ocean90), eclev91, Ella Van Dorpe, Gustave F. Gerhardt, ig_communitysites, James Nylen, Joe Dolson, John Blackbourn, karinedo, lukasbesch, maguiar, MatheusGimenez, Matthew Boynes, Matt Wiebe, Mayur Keshwani, Mel Choyce, Nick Halsey, Pascal Birchler, Peter Wilson, Piotr Delawski, Pratik Shrestha, programmin, Rachel Baker, sagarkbhatt, Sagar Prajapati, sboisvert, Scott Taylor, Sergey Biryukov, Stephen Edgar, Sybre Waaijer, Timmy Crawford, vortfu, and Weston Ruter.

Every business owner with a website is looking for ways to get noticed in the search results. Today, there are loads of tactics to rank well as a local business, but there is no silver bullet: as with most SEO issues, this is a combined effort. One of these pieces of the local SEO puzzle is Google My Business, a dashboard for managing listings. But what is it exactly and why is it so important for local SEO?

Make sure your customers find your shop! Optimize your site with our Local SEO plugin and show you opening hours, locations, map and much more! »

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What is Google My Business?

My Business is Google’s one-stop shop to manage how your business will look and perform in the search engine. It is an essential tool to find out and adjust how your site shows in Maps, the Knowledge Graph, Google+ and organic search results. According to the 2017 edition of Moz’ Local Search Ranking Factors Survey, Google My Business continues to be the biggest driver of local SEO success, with quality links coming in at a close second.

You can manage your business listing by adding NAP details, opening hours, photos et cetera. In addition to that, it is possible to manage the reviews your customers leave behind. As you know, reviews should be a key factor in your local SEO efforts.

How does it work?

Getting started with My Business is easy; you have to make an account and claim your business. After filling in your details, you will get a real-life postcard from Google on the address you’ve specified. This card is the only proof you’re the owner of the business listed at the address.

Once verified, you can fill in all the necessary details and check how your listing is doing. You can even get regular insights to see how many impressions, clicks and subscribers your listing got over a period. It’s a great way of getting a feel for how your business is perceived by Google and customers alike.

Keep in mind that My Business is not the catch-all tool for your local SEO. It has to work in tandem with your on- and off-site SEO efforts. You won’t climb the charts if your profile is inaccurate, but you also won’t reach the top without a well-optimized site and localized content. These things go hand in hand.

Ranking factors

Google My Business uses many factors to determine rankings for businesses. We’ll highlight the three most important ones:

  • Relevance
  • Distance
  • Prominence

Relevance

Relevance determines how well your business fits the search intent of the customer. Is your focus identical to what the customer needs or are you a bit opaque about what your business does? Vagueness doesn’t rank. Be as clear as you can be. Keep your focus.

Distance

Distance is a well-known factor for ranking local businesses. You can’t rank in a local search for (dentist New Jersey) when you have located your company in Manhattan. The exact way Google determines which businesses to show in a local search is unknown, and it can be pretty hard to rank in a given area. The other factors play a significant role as well. It helps not just to say you are located in a particular area, but also to show it by creating local-oriented content around your business on your site. Google uses what’s known about the location of the searcher to present the most relevant local businesses.

Prominence

Prominence is all about the activity around your listing; this could be the number of reviews, events, local content et cetera. It also helps if you can get loads of quality links to your site. It is somewhat hard to determine what prominence means exactly, but one thing is sure: no one likes dead profiles. You have to keep it updated with new photos and manage your reviews. As said before, this works in tandem with your site, so make sure both listings align and that you publish local content.

Optimize your Google My Business listing

To start, you need to claim your listing. After that, you can use the following tips to make your My Business account a success. Keep in mind that everything you add must be in line with the information you provide on your site. Inaccurate information kills your listings and could kill your rankings:

  • Claim your listing with your actual business name
  • Choose a category as accurate as possible
  • Provide as much data as you can – your profile has to be 100%
  • Check your phone number
  • Check your opening times – think about holidays!
  • Review your photos – are they accurate and good or can you improve them?
  • Create citations on other sites as well – pick well-regarded business listing or review sites and directories, stay away from spammers
  • Keep your My Business listing in line with your site – and use Schema.org data
  • Above all, keep your data up to date

It’s critical to remember that this is not a set it and forget it type of thing. Things chance, your business changes. Keep everything active, monitor reviews and stay on top of things. It’s frustrating if your listing doesn’t perform as well as you’d like, but keep putting in the hours, and it will work. US businesses can check their listings with this tool by Synup: Google My Business Guidelines Checker.

my business guidelines check

Structured data and Yoast Local SEO

Google increasingly depends on structured data to find out what your site is about and which elements represent what. This is most certainly true for your business information, including the information that My Business uses. Make sure you add the correct structured data to your site. Enhance your NAP details, opening hours, reviews, product information et cetera, with Schema.org data. This will make it much easier for Google to determine the validity of your listing. Several tools can help you with this, including our Yoast Local SEO plugin.

Your local SEO is critical, even with Google My Business

So, you should activate and maintain your My Business account, and make it awesome. But the most of your listings and to get good rankings, you must have your site in order as well. Optimize every part of it. Create local content for your chosen keyword and business location. Acquire quality local backlinks to build up a solid link profile. Ask customers to review your business onsite or on My Business. Make sure your listing is active and attractive. Dead profiles are no good.

Read more: ‘Local ranking factors that help your local business’ SEO’ »

If you’re creating content for a website, you might want to, occasionally, publish an article in a language different from the language of your other content. However, it’s difficult to rank with one specific article that’s written in a language that differs from the rest. So what should you do to improve the SEO of that article? In this Ask Yoast, I’ll help you out and explain when to optimize your metadata in another language, when to use hreflang and what more to do to help that article rank!

Justin from VPNgids.nl (VPNguide.nl) emailed us with this question:

“I’ve got a Dutch blog but I want to publish an article in English. What should I do? Should I just add an hreflang tag or something else?”

Check out the video or read the answer below!

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English article on a Dutch blog

In the video, we explain what options you have to improve the SEO of an article in a language that’s different from your other content:

“In this case, the hreflang tag isn’t even really necessary. The only reason you would use an hreflang is if you had a Dutch version and an English version of the same article. If that’s the case, then you should use hreflang on both articles. In case of a separate article in English, what you should make sure of is that on the English article all the metadata shows that that is an English article and not a Dutch article. Unfortunately this is quite hard to do in WordPress, if you’re not running a multilingual plug-in.

But to be honest, if you’re going to publish in English, maybe you should just make a separate section of your site for it that is completely in English. Adding some more content to it would give you a lot more chance for ranking, than just having one article in English. Of course you have to start somewhere. So by all means create that English section, start with that one article and then slowly add on to it.

It’s always a good idea, if you’re Dutch and your English is good enough, to switch to English. The Dutch language area is only very small and the world is a lot bigger, with a lot of English speakers. So I would really encourage you to start doing stuff in English. Just like we did! I started blogging in English eight years ago, which is why Yoast is so popular now.

Good luck!”

Ask Yoast

In the series Ask Yoast we answer SEO questions from followers. Need some advice about SEO? Let us help you out! Send your question to ask@yoast.com.

Read more: ‘hreflang: the ultimate guide’ »

If you’ve been using the readability analysis of Yoast SEO, you’ve probably noticed our check on the use of transition words. You might have been wondering: What are transition words exactly? Why did we include that check in our analysis? Or, to what extent are those words important for SEO? Here, I’ll explain everything about the relationship between transition words and SEO.

What are transition words?

Transition words are words like ‘most importantly’, ‘because’, ‘therefore’, or ‘besides that’. Using transition words well makes your text much more readable, as these words give direction to your readers. Using them is like pouring cement between your sentences: the relation between two sentences becomes apparent by the use of transition words. They send a signal to your readers that something is coming up, and prepare them for the next sentence.

If you’re summarizing a discourse, you probably use words like first, second, third, etc. Your readers will understand you’re summing up things if you use these words. If you want to compare certain matters, you could use words like same, less, rather, while or either. And if you want to conclude your story, you might use words as hence, consequently or therefore.

Learn how to write awesome and SEO friendly articles in our SEO Copywriting training »

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Tabel 1: Examples of transition words

Relation Example of transition words
Enumeration first of all, also, another, furthermore, finally
Cause because, so, due to, for the reason that
Comparison/contrast similarly, likewise, rather, while, in contrast
Conclusion as a result, hence, consequently, therefore
Fuzzy signals seems like, maybe, probably, almost
Emphasis above all, most noteworthy, certainly, even more

Using transition words probably is something you’ll do automatically. Everybody uses them. You just need these words to tell your story. However, we noticed that lots of people use too little transition words in their copy. That’ll make a text hard to read, especially if your audience is reading from a screen, which is hard anyway. That’s why we inserted the transition words check into our readability analysis.

Importance of transition words for SEO

So what’s the connection between transition words and SEO? Using more transition words in your copy won’t make your article reach a higher position in the search engines directly. It isn’t that simple. So, sorry about that. That being said, transition words do contribute to SEO in the long run, because they improve the readability and the structure of a text.

Transition words are of great significance for the readability of your text. If you use sufficient transition words, your text will become easier to read. And readability affects your SEO! Read all about that in our post about ranking and readability.

Transition words play a crucial role in structuring your text. This leads to better understanding of your text by your readers. Well-structured text helps to attract readers to your blog and contributes to SEO! Read more about that in our post about ranking and text structure.

Conclusion

You should write original articles: content that people actually like to read! And, on top of that, write readable articles! Always make sure that your articles are nice and easy to read. That’s why transition words are important: to make sure that your articles are a great read. When you’ve managed to do that, start optimizing your post to make it findable as well, without making any concessions to either the originality of your content, or the readability of your post. Good luck!

Read more: ‘SEO copywriting: the ultimate guide’ »

If you’re a well-known local business owner, one of your online goals should be getting more local reviews from your (satisfied) customers. These reviews or ratings help Google in determining the value of your company for their users. If you have a nice amount of four-star and five-star ratings, Google considers you a more valuable result on their search result pages, which contributes to better rankings for your site.

Today, we’ll dig a bit deeper into these local reviews and convince you to ask your customers for reviews.

Google and local reviews

First, let’s see what Google has to say about local reviews. On their review datatype page, they clearly state that Google may display information from aggregate ratings markup in the Google Knowledge Cards with your business’ details.

They state that they’re using the following review snippet guidelines:

  • Ratings and reviews must come directly from the users.
  • There is a difference between these user ratings and critic reviews (human editors that curate or compile ratings information for local businesses). That’s a different ball game.
  • Don’t copy reviews from Yelp or whatever other review site, but collect them from your users directly and display these on your site.

There is a clear focus on genuine reviews. Add name, position, photo and any other relevant, public information on the reviewer. That always helps in showing that your reviews are indeed genuine

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Ask your customers for a review in person

It’s really that simple: ask your customers for a review. Yelp may advise against this, Google promotes it (Source: SEL). I agree with Google on this. A friend of mine is in the coaching business and he asks his customers after finishing the coaching process to leave a review on his Google My Business page. This, plus obviously an optimized site, has helped him achieving a local #1 ranking.

It might feel a bit odd, to ask your customers for a positive review. However, I bet most of your customers will be more than happy to do this for you. It’s a small token of appreciation for your great service, product or your friendly staff. If you believe in your business, and you’re taking extra steps to help your customer, your customer will for sure leave that review for you. Especially in local businesses, where you know your customer and perhaps have been serving him or her for decades, just ask.

Ask your customers for local reviews online

Feel free to ask your customer for a review on your website, for example, right after a purchase. If a customer wanted your product so bad he or she made the purchase, they may be willing to leave a review about their shopping experience as well. Even a simple “How would you rate your experience with our company” could give you that local rating you want.

Twitter

And why not leverage Twitter here? I find Twitter to work pretty decently for local purposes. There’s a separate ‘community’ of tweeps talking to each other on Twitter in our hometown. I’m sure most of them visit local stores. Not just that, but they’ll probably also have an opinion on these stores. And they might just be willing to share that opinion.

Facebook

One of our local shops won a national award and a lot of locals congratulated the owners with this ‘very much deserved’ win on Facebook. How’s that for an opportunity to ask for Facebook reviews? Let me elaborate a bit on the Facebook reviews. These are local reviews as well! The Apple store on Fifth Avenue in NY has over 16,000 reviews already. Most good, some bad:

Local reviews on Facebook

Facebook is an awesome opportunity for any local business to get reviews. Don’t underestimate how many people search for your business on Facebook.

As mentioned in the section about Google and local reviews: “Don’t copy reviews from Yelp or whatever other review sites”. The same goes for these Facebook reviews. It’s very nice to get them, but leave them on Facebook (or use them in your offline print campaign) and get separate local reviews for your website.

Even negative reviews matter. Don’t feel bad when you get one, feel motivated!

Asking for reviews, for instance, right from your (support) email inbox, like in the signature of your email, might feel a bit strange at first. However, it will trigger your brand ambassadors to leave a review, after seeing that signature email after email. And yes, you will get some negative reviews as well from people that are not completely satisfied with your product or service. And you want these.

Negative reviews give you a chance to go beyond yourself in showing how customer-driven you are. They allow you to fix the issue this customer has. After fixing it, ask them to share the solution / their experience with your company, so others can see what you have done to turn that disappointed customer into a satisfied customer.

It’s your job to make your customer happy, and good reviews will follow. Speed up that process by asking your customers for their feedback!

Read more: ‘Local ranking factors that help your local business’ SEO’ »

Cornerstone content pieces are those articles on your website you’re most proud of. They reflect your business, communicate your mission and are extremely well written. These are the articles you would like to rank high in the search engines. Cornerstone articles are usually explainers; these articles combine insights from different blog posts.

Here, I’ll explain all about cornerstone content. I’ll tell you what cornerstone content is, why it’s important for SEO, how to write this type of content and how you should link from your posts to your cornerstone articles.

Which articles are my cornerstones?

Choose your cornerstones carefully. Think of four or five pages you would like someone to read if they first visit your website. These articles should be the cornerstones of your site. Which articles are most precious to you? Which articles are the most complete and authoritative? You should write cornerstone articles about the keywords you definitely want to rank for.

As of now, Yoast SEO will ask you to indicate whether or not an article is a cornerstone article. By marking articles as cornerstone, Yoast SEO can help you build a solid internal linking structure. Our link suggestion tool will give priority to the articles that you mark as cornerstone content.

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If your website is enormous, you’ll have more cornerstones than if your website is small. You’ll probably write about more than one topic, so make sure to choose a cornerstone article in each category.

Why are cornerstone articles important for SEO?

Cornerstone content plays a significant role in any SEO strategy. It can be rather hard to rank for search terms that are very popular. A cornerstone approach could help you tackle those competitive search terms. If you write a lot of articles about similar blog posts, you need to tell Google which one is the most important. Otherwise, you’ll be competing with your content for a place in the search results. If you provide the proper internal linking structure between your posts, you can show Google which article is the most important.

Linking structure surrounding cornerstones

Cornerstone articles should appear very high in your site’s pyramid. Ideally, one would be able to click from your homepage to your cornerstone articles instantly. You should link all your other posts about similar topics to that particular article. Subsequently, you will write tons of new blog posts focussing on new angles of the topic of your cornerstone article. From every single one of those blog posts, you’ll link to your original cornerstone article. Such an internal linking structure will increase the chance of your cornerstone content article ranking in Google.

For instance, I write a lot of different posts about SEO copywriting. All these posts focus on a different aspect of SEO copywriting. One of my articles is my cornerstone article, in this case, the Ultimate Guide to SEO Copywriting. I will make sure to link from all of my posts about SEO copywriting to that one important cornerstone article.

Internal linking in Yoast SEO

In Yoast SEO Premium, we offer internal linking functionality. We analyze the text you are writing and use the prominent words in that text to determine which articles are of a similar topic. These are the articles you should be linking to. Cornerstone articles are treated differently in our calculation of internal linking suggestions. They are more important and will receive a higher value. To give these articles some visible weight as well, we place the cornerstone articles above the list of the internal linking suggestions. That’ll make it much easier for you to link to your critical articles.

Type of content of cornerstone pages

Cornerstone content should always be content pages. It could be a blog post, but you could also make a page out of it. The content should be updated very regularly. Cornerstone articles should be explainers, so these should definitely be informative articles. In your cornerstone article, you should aim to rank for the most competing keywords.

Cornerstone articles are usually rather long. Everything that’s important about a certain topic should be covered in your cornerstone article. That’ll ask quite a bit of your writing skills. Lengthy articles are usually hard to read, especially from a screen. Make sure to use sufficient headings. An index at the beginning of a long cornerstone article is also a great idea.

5 steps towards a pragmatic cornerstone approach

Ideally, you should do extensive keyword research. After that, you can produce really awesome, long, informative and beautifully written cornerstone articles. But what if you do not have that much time? And what if you’ve already written tons of articles? Follow these five steps to make killer cornerstone content.

Step 1: Think about your keywords

You have to determine the essential keywords you want to rank for. Your cornerstone articles should be optimized for the ‘head’ or most competitive keywords. Be sure to carry out keyword research.

Step 2: Choose the best post

Go through the posts that are optimized for keywords surrounding the most important keywords. Which post do you think is the best? That’ll be your cornerstone from now on!

Step 3: Rewrite it

Rewrite your cornerstone article. Make it awesome and SEO-friendly. Expand it and make sure it’s totally up to date. You should rewrite and expand that article regularly.

Step 4: Optimize your other posts on long tail variants

The other blog posts about similar topics as your cornerstone article should be optimized on long tail variants of the ‘head’ keyword you’re attacking in your cornerstone article.

Step 5: Linking from those tails to your head

You have to tell Google that your new cornerstone article is the most important one on your site. Don’t forget to link from all the long tail articles to your cornerstone article!

Yoast’s plans for cornerstone content

Site structure is important for SEO. Having a solid site structure means both search engines and visitors can effortlessly navigate your site to find what they want. To help you with this, we are currently working on many more features in Yoast SEO that’ll improve the structure of your website.

Read more: ‘SEO Copywriting: the complete guide’ »