Why do so many eCommerce sites have a blog? Is that because online shop owners love to write posts? Or perhaps they have a lot of spare time on their hands? Probably not. Although blogging is lots of fun, it also is a great marketing and SEO strategy. And because of that, eCommerce site owners start a blog. Here, I’ll explain why blogging is such a great marketing and SEO strategy. On top of that, I’ll give some practical tips on how to set up blog on a eCommerce site. 

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Why blog on an eCommerce site?

Inform your audience about you and your products

Blogging is a great way to inform your audience about your product. In a blog post, you can show how to use a product and why people should buy it. You can also tell your audience about yourself and your company. And you’ll be able to tell the story of your products from your perspective. If you’re, for instance, selling baby clothes on your site, a blog about children and children’s fashion is a great idea.

Stay top of mind

If you blog on a regular basis and post your blog posts on social media, you’ll stay top of mind of your audience. You want your audience to remember you, even when they’re not going to buy anything just now. If a visitor encounters one of your posts on how to dress children on a hot day, for instance, this visitor may not immediately want to buy new clothes for his or her children. But, they got to know you and your eCommerce site through your post. That way, you increase the chance people think about you when they DO need new clothes for their children.

Blogging is a great SEO strategy

Maintaining a blog contributes to SEO as well. Every time you write a new blogpost, you’re adding fresh content, which Google likes. In addition to that, maintaining a blog will allow you to start writing content related to those keywords you would like to rank for.

Practical tips for your blog on an eCommerce site

What to blog about?

You can write about all kinds of things on your blog, but make sure to do proper keyword research first. You need to know what search terms you want to be found for. These keywords should be leading when you choose what to blog about. A keyword, however, is not a topic yet. You need an angle, a story around such a keyword.

A great way to come up with ideas for blog posts is by referring and writing about current events. Keep an eye on different news sites, and write posts in which you incorporate your views on the news in your niche. Another way to get ideas is to invite your audience to leave comments on your blog. It may take a while to get them, but you could receive some questions or feedback that are excellent starters for your next post.

Read more: ‘6 tips for coming up with blog ideas’ »

Blog in the menu

The menu or top navigation of your site helps visitors understand what your website is about and what you’re offering. It should reflect the structure of your website. If you add a blog to your eCommerce site, you should make sure it also appears in your menu. A blog should be in your main menu.

I would advise you to set it apart from the categories of your eCommerce site. Put it all the way left (next to home), or all the way right in your menu, for instance. You should be able to click through to your blog from your homepage. After all, you want visitors to find your blog easily. And linking to your blog from your homepage will indicate to Google that your blog is important, which can increase the ranking of your blog. Also, make sure your blog is on the same domain as your eCommerce site, this way both your eCommerce site and your blog will profit from each other’s rankings.

Use of tags

If you have a blog on your eCommerce site, you’d probably write a lot on topics related to your products. Maybe about events where you use them, or what to use them for, how to use them best, comparisons between different products etc. Therefore, it makes sense that your tags will partly overlap with the product categories and subcategories of your shop. This is OK. Because in the end, you’d like to rank with those posts to draw people to the products you sell. And, if you group products, whether that’s in categories or tags, it’s easier to make them rank.

Social media and newsletters

If you start a blog on your eCommerce site, make sure to share these posts on social media as well. In addition to that, you should definitely send out a newsletter promoting your latest blog posts to your audience. People need a reminder of the existence of you and your blog once in a while.

Conclusion

A blog is a great marketing and SEO tool for eCommerce sites. In your posts, you can tell readers about your brand and products, and perhaps also about yourself. No excuses here, just start blogging!

Keep reading: ‘How to start a blog’ »

With our Ask Yoast case studies we help clients with their SEO by reviewing the website and giving clear advice and hands-on tips. Those clients send us their website because they’re curious what improvements can be made to improve the overall rankings. This time, we reviewed the website of a high-quality sun protection brand: Calypso. The brand started many years ago in the UK but is nowadays sold all around the globe. Let’s dive into the website to see what they’re doing well and what things need improvement. 

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A clean entrance

On entering the website, we immediately see a clean and inviting homepage. The homepage makes sure visitors can easily navigate to the most important content of the website: the actual products. However, we also see things that can be improved.

First of all, we see the slider on top of the homepage. We’re not a big fan of sliders because different studies show that only around 1% of your visitors would actually click on a slide. Besides, sliders often slow down your website a lot, and there are a lot more reasons which you can find in the post linked above.

We think the slider on Calypsosun.com is even more confusing because it contains a video. When a visitor presses the play button within the video, he or she is sent to the video on YouTube:

Slider image link to video

The play button which sends visitors to YouTube

This means that you say goodbye to your visitors in an early stage of their visit. Try to keep them on your website and send them to your content.

What is the best practice in this case? In our eyes, another image, which is now below the fold on the homepage, would be a great top image:

Sun Protection banner

This banner would be a great top image for the homepage

The image contains some introductory content which tells your visitors what’s on the website. Adding a clear call-to-action below this image would be great. Think of a button with a text such as ‘See all products’ to guide your visitors to the product overview page. Below this call-to-action, you can still show the top sellers as you do now.

What are the site’s pages about?

Google needs to understand what a website’s pages are about before the pages can rank for certain keywords. Of course, textual content tells Google what a page is about. An important part of your text are the headings. Headings are meant to tell Google what the main subject of a page is and what other relevant subjects are on the page. This means that the main subject of a page should always be an H1 heading. Subheadings in the text should be H2 or H3 and less important headings should be H4, H5, etc. We recommend using H4 and higher for headings in a sidebar or footer because Google shouldn’t use those to determine what the page is about.

For example, checking one of the product pages of Calypso, we noticed there is no H1 or H2 heading.

The headings on a product page

The name of the product is an H3 heading, but this should be the H1 heading. The subheading ‘Directions of Use’ doesn’t tell so much about the subject of this page so this could indeed be an H5. When the subheading is relevant to the text, it should be an H2 of H3 heading.

Another way of telling Google what a page or post is about is optimizing your site’s metadata such as page titles and meta descriptions. We noticed that Calypso uses great page titles and meta descriptions so they’ve already understood how important this can be for SEO.

Making your pages stronger

It’s clear that every website needs content to rank for certain keywords. If content is well-structured with headings, and page titles are optimized, it’s time to make your most important pages stronger. For Calypso, their product pages are most important because these reflect the products the company is based on. In this case, the product overview page could benefit from a little more SEO-optimized copy.

You might think that blog posts on the website are less relevant. However, blog posts can be valuable in another way, which we’ll explain in the next paragraph. You’ll always have important content and less important pages and posts, but even those have their purpose.

Let Google know what’s important

How do you let Google know what pages are more important? By adding internal links from all relevant pages to the most important pages, you make those pages stronger. When a certain page has lots of links from relevant other pages, Google understands that this page might contain the most important content around a keyword. Make sure you add relevant anchor texts to the internal links to make Google understand for what keywords the most important pages of your website should rank.

For example, when you write a blog post about the best sun protection for kids, you should add internal links to the actual products. If you use anchor text such as ‘Sun protection for kids’, it will be clear to Google what the relevancy between the pages is. Doing this consistently, your product pages will get more and more links and will become the strongest pages of your website.

The ‘Be Sun Ready’ page could be a great cornerstone article for ranking on relevant keywords. This page, however, could benefit from a few optimizations: they could add links to relevant products in the content and a call-to-action-button to the products page. Doing keyword research should provide them with enough keyword suggestions to make this great page SEO-proof.

The products overview

Navigating to the product overview page, we noticed that the categories are visible in tabs above the products:

Product overview Calypsosun

The categories are shown in the tabs above the products

We recommend adding narrow signs to make sure visitors understand that more content can be found clicking on those tabs. Think of a drop-down sign like we use in our main menu:

Screenshot of the main menu of Yoast.com

The drop-down signs after each menu item

You’ll see that these signs will make it clearer to your visitors that they can click on the tabs. Make your site as user-friendly as possible, because the signals users provide are precious as Google uses these as well in their algorithm. Since SEO and UX are increasingly tied, it’s important to improve those user signals.

Using buttons to guide your visitors

Clear buttons can have a positive effect on the page path visitors take. You can guide your visitors to the pages you want them to go to next page. For example, you could add a button below each product which says ‘More information’. Doing this, you guide the visitors to the specific product pages and you make sure visitors understand that they can find more content related to the product by clicking on it. Now, the only way visitors see that there is a link behind the product on the current overview is by hovering over the image.

The product pages already have clear calls-to-action added: buttons which say ‘Where to buy’:

The ‘Where to buy’ button is a clear call-to-action

However, there is a way to increase the number of clicks on this button. We recommend changing the color of the button into a color that’s not in your color scheme. Doing this, the button will stand out more and might get more visitors to click on the button. Don’t you think the button catches your eye when it’s in another color?

We’ve changed the color of the button to make it stand out more

Of course, if you have a sufficient amount of traffic you can – and should – do A/B tests for these kinds of things. After an A/B test, you can easily conclude what color works best.

The last tip we want to give for the product page is related to the ‘Where to buy’ section. After clicking on the button, a screen pops up with the names of all the different resellers of the products. However, the only supplier which contains a link is Amazon and this logo is placed at the bottom of the popup screen. When visitors come to your website, they are already online, and they might immediately want to buy your products online. This means that it could be a good idea to guide them to Amazon first to give them the opportunity to buy your products directly.

Make sure your website loads fast

An important issue on the website of Calypso is page speed. Page speed is crucial in the eyes of Google and is considered to be a ranking factor in the future mobile-first index. The longer it takes to load a page, the less user-friendly the page is. Probably you’ll agree that it can be annoying if you have to wait too long for a web page to load. Visitors will bounce because of the loading times and this is a negative user signal, like we mentioned before.

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Testing the website of Calypso in the Google PageSpeed Tool we noticed a very low score: 18/100. This means you’ll have to start working on the loading times of the website. All possible improvements regarding speed are listed in the Google PageSpeed tool. We recommend starting with enabling compression and with optimizing images. Resolving those two issues probably results in the quickest and easiest increase in the page speed score.

To sum it up

We really loved reviewing the website of your well-known sun protection brand. You’ve created a very clean and clear website and with a couple of changes, you can improve your site’s SEO as well.

For your homepage, we recommend removing the slider and instead, add a clear image which reflects the website. Some introductory content will tell your visitors what the website is about and with a clear call-to-action you can guide your visitors to the most important pages.

To make those crucial pages even stronger, we recommend setting up an internal linking strategy. Make sure your internal linking reflects the hierarchy of the website to help Google understand the site structure. Besides that, using the right headings will improve the site structure as well.

And last, but definitely not least, working on your site’s loading times can be very beneficial. Increasing the page speed score will be valuable for both your visitors as for your site’s SEO. Good luck!

Read more: ‘Ask Yoast case study: SEO of an online shop’ »

This is the third post in an 8-part series on how to rank your business for local searches at Google. Previously, I’ve listed the most important aspects that influence your local ranking and discussed how to get the most out of Google My Business. Here, I’ll focus on another essential asset for local SEO: optimizing your website for local search. Learn why and how to do that!

Your website is one of your most important pieces of digital equity, and one of the fundamental components of a successful local marketing stack. It’s a crucial communication vehicle from you to your customers. Regardless of changing consumer search and social media behavior over time, it will remain a place that consumers visit. It’s the place to get more information about and connect with your business.

All that being said, it may surprise you to learn that your website makes up a relatively small part of Google’s local ranking algorithm. Google is famously secretive about how it ranks local businesses. But the experts surveyed for the Local Search Ranking Factors peg website influence at only around 14% for local pack results, and only 24% for local organic results. More on the distinction later in this post.

Your website is the ranking factor over which you have complete control, however. This makes it an ideal asset from which to begin your local marketing campaigns. Let’s take a look at the most important website optimization criteria (also known as on-site optimization or on-page optimization). Improving your performance across each of these criteria will help you rank better for local searches, and attract more customers.

Crawlability

Google has built a giant database of hundreds of trillions of webpages which its algorithm then analyzes and ranks. It does this by sending out scores of digital robots, or “spiders,” which visit page after page. They “click on” the links on each page to see where they lead. We refer to this activity as “crawling.” 

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Technical issues

As a business owner, you want to make sure that Google’s spiders are crawling your website and storing its contents in their database appropriately. The quickest way to assess your website’s crawlability for major hurdles to Google’s spiders is to enter this search at Google: [site:yourdomain.com]. For example:

number of results in search

Before you browse the list of results, take a look at the number that Google returns and judge whether it’s more-or-less accurate. For example, if you have a 5-page website and Google returns 1000 pages, or if you have a 1000-page website and Google only returns 5 pages, you have a major technical issue with your site. You may want to dive into that with the Yoast SEO plugin, or even bring in outside assistance.

You should also register your website with Google Search Console for additional technical advice and other testing tools. You can read more about GSC here.

Site architecture

The term site architecture, for the purposes of this article, refers to the arrangement of the functional and visual aspects of your website. Essentially it’s the hierarchy of pages within your site, and the hierarchy of content within each page.

When it comes to local search, there are a couple of key best practices to follow for your site architecture.

First, place your basic contact information in the header (usually at the top righthand side) and footer of your website. You want to make it as easy as possible for customers who land on your website to contact you or to make a transaction. No matter what page they enter first.

My friend Willi Galloway’s Perch Furniture website does an excellent job with this feature.

It’s also a good idea to have a dedicated “Contact us” page with more detailed information about your business. Make sure you link to this page from your homepage, and ideally from your primary navigation menu as well.

Contact page content

Your contact page should contain the same information you submitted to Google My Business (address, phone number, and hours). It should also contain an email address or contact form for customers who prefer email to voice calls. If you collect reviews and testimonials from customers, this is a good page to include at least a handful of those.

If you’re a traditional brick-and-mortar business, you should include written driving directions from population centers near you. These driving directions not only help prospective customers but also help Google identify markets you serve (more on this in the Relevance section below). Include an embedded Google Map too, as Google may track clicks for driving driving directions as a ranking factor.

If you’re a Service Area Business, your contact page should mention the major surrounding towns and cities that your business serves. You might even consider building a unique page for each of these major towns and cities. Link to them from your contact page and fill them with case studies and testimonials from customers in those markets.

The Perfectly Optimized Local Landing Page, by Bowler Hat and Search Engine Land

 

Marcus Miller of Bowler Hat Marketing has put together this excellent example above.

Advice for businesses with multiple locations

If your business operates more than one physical location, it’s essential to create a unique page for each one. Including a unique page for each location helps your customers (and Google) avoid conflating contact information between them. It’s also the best way to expand your local ranking potential to multiple cities.

If you operate a handful of locations, link to the contact page for each one from the footer of each page of your website.  If you operate more than a handful, link to a store locator page from your primary navigation or other utility menu.

Special markup: Schema.org

Schema.org is a code protocol developed jointly by the world’s top search engines. It’s created to make it easier for companies to structure the data they present on their websites. One of the most widely-used schemas is for business contact information.

As my friend Mary Bowling says, marking up your contact information in schema.org is like “handing Google a business card”. Google’s pretty smart, but rather than leaving to chance that it will be able to crawl your contact info, why not do everything you can to guarantee it?

It’s not clear that marking up your contact information in schema.org will directly improve your rankings. But it can give your organic results some extra visual impact, increasing chances that customers will click on your result.

schema.org local seo

There are various schemas for LocalBusiness, with more added every year, including LegalService, AutomotiveBusiness, and more.

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Crawlability made easy: the Yoast Local SEO plugin

Whew! That’s a lot of advice to consider. Luckily, you can use the Yoast Local SEO plugin to take care of lots of it. You’ll have to add the proper pages to your WordPress-powered website and link them appropriately from your menus yourself. But the plugin handles most of the technical details required for your contact page, and I highly recommend it.

Mobility

At the moment, the average consumer is surprisingly forgiving of non-mobile-friendly websites. 70% of all local searches, however, are projected to come from mobile devices within the next two years. So businesses that fail to prepare their websites for this reality are going to see customer conversions – and search rankings – drop significantly.

The SEO industry cried wolf on Google’s “Mobilegeddon” update a couple of years ago. But now the tea leaves are very clear that mobility will be a significant ranking factor in the coming years. You can prepare for the inevitable by making your website faster, and making it easier for mobile visitors to use.

Test your site’s mobile friendliness

Google provides this easy-to-use free tool to test how friendly your website is for mobile visitors. It warns you about any major suboptimal features, and renders a screenshot of how your site appears for the majority of mobile visitors.

Improve mobile user experience

Google also provides a detailed guide of how to improve the user experience of your website for mobile visitors. Key aspects of user experience to keep in mind:

  • Does the width of your website automatically adjust to the screen size (“viewport”) of the visitor’s device?
  • Does text automatically resize for mobile visitors, so that they don’t have to pinch-and-scroll to read it?
  • Are your calls to action and other buttons large enough for people to click with their fingers and thumbs?

These kinds of adjustments for the mobile visitor comprise what’s known as “responsive” behavior. If your WordPress website is not yet responsive it’s time to upgrade your theme to one that is.

Make your site faster

And of course, one of the biggest website improvements you can make is to get your site to load faster. We’ve all been frustrated by sites that load slowly, or won’t load at all, on slower data connections. Sites that load quickly help build positive digital engagement with your business, and there’s some evidence to suggest that both load time and engagement with your content improve your rankings.

Conveniently, Google also provides a free tool to assess how quickly your site loads relative to others. This one is an extremely tough grader though! It’s rare to see sites score above the 75-80 range. Nonetheless if you want to supercharge your website speed, Google provides free advice for how to do it. Find it in the Possible Optimizations section of this tool.

Relevance

Thus far I’ve focused mostly on the technical aspects of your website. But if your technically-optimized website features weak or irrelevant content, you’re going to rank poorly – and attract very few customers.

From a content standpoint, the goal of your website is to communicate a strong “scent” to both Google and users about exactly what products or services you offer, and where you offer them.

What keywords (keyphrases) to target

At the risk of stating the obvious: you want to be relevant for keywords and phrases that your customers are searching for. This typically means using generic layperson’s terms to describe your products and services as opposed to industry jargon. (Unless you’re in a very niche business-to-business industry.) An example from the medical field would be to use “ear, nose, and throat doctor” instead of “otolaryngologist.” 

Keyword research is an entire sub-discipline within SEO and it’s easy to go down a rabbit hole. But there are a couple of easy sources for good keywords to target:

  • Pay attention to the language that customers use in their phone calls with you (or your staff) and in emails and contact forms.
  • Pay attention to the category terms that Google My Business returns when you type related keywords.
  • Perform a search for each of the terms above and scroll to the bottom of the results page. Google will list terms related to the one you searched for, front-and-center.

Build a master list of these terms and match them up with pages on your website, one keyword to one page. It’s entirely likely each page will rank for far more terms than the keyword you target. But it’s good to keep your pages focused on a small handful of terms.

In addition to talking about your products or services, you should include your city and state or metropolitan area as part of these keyphrases as well. As I mentioned in the comments of my previous post Google has gotten better at detecting the area that a local business website serves – particularly for websites that use schema.org. But it’s still a good practice to sprinkle these geographic keywords liberally within your website.

Where to place your keywords

Your Title Tags are far-and-away the most important places to put your keywords. Note that Title tags and the Page or Post titles that you enter in WordPress are not the same thing.

To see what your existing Title Tags are, perform the “site:yourdomain.com” search I mentioned earlier in the Crawlability section.

The blue link text associated with each page in these results is the Title Tag of that page.

For editing your Title Tags, the Yoast SEO plugin is a godsend. Pull up your list of keywords to target from the previous section and add them to the corresponding pages. Personally, I like to use the Yoast plugin Bulk Editor (SEO -> Tools -> Bulk Editor in your WordPress dashboard) to make these changes efficiently.

Take some time in crafting each Title Tag, though. Don’t just stuff your keywords in willy-nilly and then tack on your city and state (or region or county) at the end. Remember that in addition to conveying to Google the terms for which you want your business to be relevant, these are the phrases that your prospective customers will see when they’re searching. So make these Titles enticing for visitors as well as keyword-focused.

For example, which Title Tag would you be more likely to click on?

Option 1:

Car Insurance Agent – Luxury Car Insurance Agent – Car Insurance Agency – Portland, Oregon

Option 2:

Portland’s Top Locally-Owned Car Insurance Agency since 1954: Smith Insurance

I’d certainly choose Option 2, and most of your customers would also.

It’s also a best practice to include your target keywords in your WordPress page/post titles and other headlines. Nevertheless it’s far more important to write these for your visitors than it is to write them for Google.

The final place to use your keywords is within the text of links you use on your website (known as “anchor text”). So for example, instead of saying “click here,” you might say “click here to contact our insurance agency” to help Google gain a little more context about what services your contact page is relevant for.

The changing place of your website in Google’s Local SERP Topography

As I hinted in Part I of this series, we’re moving into a world with more place-based (mobile and voice) results and fewer website-based (desktop) results. Increasingly, Google is trying to extract as much structured information as it can from your website and place it front-and-center in the Knowledge Panel it constructs with the information from Google My Business.

This Knowledge Panel information will form the basis for voice responses from Google Home and other personal assistants. After all, listening to an assistant read an entire webpage after you asked it a question would not be much fun!

This shift is why the Crawlability section above was the longest part of this article. It’s important that your website give Google (and visitors) a strong sense of what you do and where you do it, but it’s even more important that Google can crawl that information, assimilate it, and present it in a structured format.

As a result, tactics like Schema.org markup and tools like the Yoast Local SEO Plugin that help structure information about your business are becoming that much more important. Your content is still critical, but start thinking of your website primarily as a data source for the Knowledge Graph and as a customer destination secondarily.

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Summary

  • Ensure your website is crawlable with the site:yourdomain.com search. Note the number of results.
  • Use Google’s Mobile-Friendly and Page Speed tools to ensure your website converts the most mobile visitors possible, and make it easy to contact you from the top and bottom of every page.
  • Build a unique contact page for each location that you operate and mark up your location information in Schema.org with the Yoast Local SEO Plugin.
  • Use keywords relevant to your products and services that your customers are searching for, especially in your Title Tags and internal links.
  • Continue to monitor your Knowledge Panel, and those of other businesses in your industry, for additional structured information sought by Google.

Read more: ‘Ranking your local business at Google: Introduction’ »

Mobile traffic is important. People are searching and reading on their mobile devices more than ever. What does that mean for your copy? Do you need to write differently if you’re aiming at a ‘mobile’ audience? How do you tackle copywriting for mobile? Here, I’ll share some useful tips on how to write awesome texts that can be read on both desktops and mobile devices.

Why is copywriting for mobile different?

Reading on a mobile device is different from reading on a desktop, mainly because the screen is much smaller. Texts appear stretched on a mobile device, as people have to scroll much more. Besides that, people reading from a mobile device can be anywhere. Lots of people use their mobile device ‘on the go’, while also doing other things. Their attention span and their concentration are very limited. That’s what makes writing for mobile challenging. 

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Tip 1: Always focus on your audience

The mobile phone will not read your post, but your audience will. And perhaps your audience likes reading from their phones. In that case, you can improve their reading experience a lot with the tips in this blog post. But the first thing to keep in mind is that your content should always be focused on what your audience wants and expects from you. That does not change if you start writing for mobile (too). By focusing on the question ‘how can I write best for mobile,’ you should never lose track of the most important issue: ‘what does my audience like?’.

Tip 2: Make your fonts large enough

Font size is important for the mobile UX of blogs. You can’t just use all your desktop font sizes on your mobile website, without checking how they look on a mobile device.

It’s important that people can read your base font – your paragraph font – without having to pinch and zoom. Also, make sure there’s sufficient white space between sentences. Mobile websites are usually browsed with a thumb. Your visitors should be able to click on elements with that thumb.

Be aware that your mobile site will look messy when you use more than three font sizes. The size differences will be much more visible. That’s why we advise limiting the number of font sizes to two, maybe three.

Read more: ‘10 ways to improve mobile UX’ »

Tip 3: Write short sentences

A sentence of 25 words takes up two lines on an average desktop screen. For a mobile screen, this will be four lines. Longer sentences will be spread over even more lines, and that makes remembering words in the short term memory even harder. So don’t use too many long sentences. It’ll make reading your text much more difficult. This is true for desktop as well, but it’s even more important when you write for a mobile audience.

Tip 4: Check your subheadings and white space

Paragraphs will quickly appear very long because they get stretched out on a mobile screen. You should limit the number of sentences in a paragraph and use sufficient white space. That’ll make a text much easier to digest. Informative subheadings that reveal what a paragraph is about will help people understand your text. Good subheadings will also increase the chance your audience will stay engaged, even if a lot is going on around them.

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Tip 5: Keep an eye on text-structure

The structure of your text should be just flawless. In a well-structured text, paragraphs follow in a logical order. Within paragraphs, sentences also connect to each other. So make sure to use lots of transition words. These words will help people understand the meaning of your text.

If your text is well structured, people will more easily understand the main message of your post. If your audience is unable to grasp that main message, they will get lost and tune out.

Conclusion: readability is of the utmost importance on mobile

Copywriting for mobile is not that different from writing for a desktop. In both cases, you need to write for a real audience. ‘Mobile’ texts do demand an even better readability than ‘desktop’ texts. That’s because reading from a mobile screen is more challenging than reading from a desktop. But, if you make sure your readability is top-notch, your texts will have loads of readers, on both mobile devices and desktops.

Keep reading: ‘Mobile SEO: the ultimate guide’ »

Optimizing your site structure should be an important aspect of your SEO strategy. Structuring your site is of crucial importance for your SEO. But how does one improve a site’s structure? Where do you start and how do you keep an eye on the structure of your site if your site is growing? In this post, I’ll teach you to improve your site’s structure in 4 simple steps. 

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Yoast SEO site structure features

We spent the past year thinking about how to translate the advice we give on improving your site’s structure into useful features for our plugin. This resulted in three new features (and we’re already thinking about new ones). The first feature we released was the internal linking feature. The internal linking tool helps you to figure out which articles you should be linking to. Our second feature on site structure, the cornerstone content analysis, will help you write awesome cornerstone content articles and get those articles in a central position in your linking structure. And the third feature, the text link counter allows you to check which articles need more internal links. Combined, these three site structure features are a powerful toolset for improving your site structure.

Step 1: Update and improve your Cornerstones

Your cornerstone content consists of the most important articles on your site. The ones you want people to read. The ones you want to rank with in Google. For all cornerstones, you should check the box in the snippet preview meta box.

Once you’ve checked that box, your content will be assessed more strictly by our readability analysis. You may wonder why we’re being so fussy about cornerstone content. The answer to that question is this: for cornerstone articles you should raise the bar, because they’re very important! They should be better than your other articles and therefore, demand more of your writing skills. Our cornerstone analysis will help you to raise your standards (and stick to them). It will be harder to score that green bullet. You have to do all important things right!

Step 2: Link to those cornerstones!

The second step to improving your site’s structure is to ensure that blogposts surrounding a certain topic all link to your most important article about that topic. Use the text link counter to see whether your cornerstones have enough links. In your post-overview, you can select your cornerstone articles.

In our example, the Ultimate guide to small business SEO has fewer links than our other two ultimate guides. You should open the cornerstone post with few links and check the Yoast internal linking feature.

The articles our internal linking tool suggests are great suggestions to link from to your cornerstones. You should go to these articles one by one and add links to your cornerstones (that’s a bit of work!).

If you aren’t using Yoast SEO premium (and do not have access to our internal linking feature), use your internal search function and search for the keyword of your cornerstone article. The post that’ll come up in this search query should be linking to your cornerstones.

Step 3: Improve the structure of orphaned articles

Once you’ve improved your cornerstone articles and made sure you’ve added links from all of your posts to those cornerstones, it’s time to make sure that there are no orphaned articles on your site. Orphaned articles are posts or pages that hardly any other posts link to. They are hard to find on your site, both by your audience and by Google. In order to identify orphaned articles, you can use our text link counter. Sort the posts by the number of internal links linking to the post.

Posts with fewest links will appear at the top of the list. Open these posts and (again, if you use Yoast SEO Premium) check the suggestions of the internal linking tool. Using the tool, you can make a list of posts that should be linking to your orphaned posts. After that, you can open those similar posts and add links to your orphaned posts. You can also use the search function to find posts to link to your orphaned article.

Step 4: Improve those dead ends!

Every post should have suggestions for further reading. After all, you want people to stay on your website. Suggestions should always be on topic. People reading about ballet shoes are probably interested in ballet shoes. So, offer them more reading material on ballet or on ballet shoes, but don’t bore them with karate.

Open your post overview and sort your posts by the number of internal links in the post, using our text link counter.

Open the posts with fewest internal links. Add links to similar posts using our internal linking tool, in the same way as described above. It’s so easy and it will increase the time people spend on your site considerably.

Read more: ‘Internal linking for SEO: why and how’ »

Conclusion

Agreed, it is a bit of work. But if you set to mind to it, follow these 4 steps and use the Yoast SEO site structure features, you’ll be able to improve your site’s structure significantly. And that is most definitely going to result in longer visits by your readers and in higher rankings in Google.

Keep reading: ‘Site structure: the ultimate guide’ »

In our Ask Yoast case studies we give SEO advice for websites in a specific market or industry. This time: the website of Slemish Design Studio Architects, the business site of an architect duo. The architects told us that they get great responses from their clients, but is their website optimized for search engines as well? We’ll dive into this architectural website to see what improvements can be made to enhance their site’s SEO.

First impression

The first page we land on is the homepage. We see lots of full screen images of the great work these architects deliver on top of the homepage. Though impressive, the images are shown in a slider. Loyal readers of our blog know that we’re not a big fan of sliders. Many experiments show why you shouldn’t use a slider on your website. Only 1% of your visitors will actually click on a slider, they slow down your website and lots of visitors ignore sliders because of banner blindness. Just to name a few.

Looking at this specific website, the slider images are very big as well. The textual content of the homepage is pushed down. We recommend showing some smaller images on top of the site, instead of the slider, and adding some clear introductory content just below these images. Try adding your USPs to the introductory content: Why should visitors choose you as their architect?

Lastly, by adding a clear call-to-action just below the introductory content you’ll make sure visitors can easily navigate to your most important pages. For example, you could think of a button which says ‘Get inspired by our projects’ or ‘Our services’: decide what the main goal of your homepage is. Just to show you the difference, we’ve created a mock-up of how the homepage could look like after following our advice:

Homepage example of Slemish Design Studio Architects

Beautiful images, too little text

On the ‘The Studio’ page, we notice a tab ‘What we do’. This tabbed content tells visitors what kind of work you do and what type of services you offer. Because of the relevancy of this content, we think these services deserve their own menu item. Visitors who want to know more about your team and your company may click on ‘The Studio’. However, they might not expect to find the services you offer there.

In addition to that, your services are great subjects to write about. Writing nice informational copy about your services will increase your chance of ranking for keywords related to these services. When you add sufficient relevant content, Google will understand that your website has content for people looking for services like yours. This means those people will easily find you. The more your content seems to fit to the needs of people who search for these keywords, the higher you’ll rank in the future.

Make sure you optimize one specific page or post for one subject/keyword. When you optimize one page for more keywords that are too different, it’s unclear for Google what the main subject of the page is. Pages that contain a lot of information about the keywords you really want to rank for, should become your cornerstone content pages. This blog post about cornerstone content explains in detail what cornerstone content means and this blogpost shows you how to incorporate cornerstone content into your website.

Lastly, we think you can improve your content as well by adding more copy to your project pages. Consider writing a nice text about the planning stage of the project, the building stage and the delivery stage of the project, for instance. In this copy you can add relevant keywords for your business. In addition to that, this allows you to internally link to your cornerstone content pages from your project pages. 

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Structure your text

When you decide to write more copy for your website in the future, make sure the pages and posts have a great heading structure. On your current pages and posts, we noticed that your logo is an H1 heading. However, the H1 heading should describe the main subject of a particular page on your site to help Google understand what the subject of that specific page or post is.

For example, checking ‘The studio’ page, we see the following headings on top of the page:

Headings Slemish Design Studio Architects

Your company name/logo has an H1 tag now, which means that your company name would be the main subject of this page. While in fact, ‘The studio’ is the main subject of the page. So you should change the H2 heading of ‘The studio’ into an H1 heading. Just remove the H1 heading from the logo on every page of the website. We’d advise to check all of your pages and posts and only add one H1 heading, that describes what can be found on there, on each page.

Read more: ‘SEO basics: how to use headings on your site’ »

The right metadata

You’ll need to add relevant keywords to your page titles to help Google understand what your pages are about. Since page titles are still one of the most important ranking factors it’s important to optimize those to the fullest.

Looking at the page title of your homepage, we think you’ve added too many different keywords to show what your website is about:

Adding all different locations to your page title makes it unclear what your website is about. Moreover, the snippet doesn’t look very enticing to click on in the search results. This might cause a low CTR, or click-through rate. If you want to rank for all the different locations, adding separate pages with unique page titles and content for every location would be a better idea.

We’d advise to create appealing page titles and make sure they describe what can be found on that specific URL. For the homepage, use your USP and add a call-to-action such as ‘See our projects here’ to make people click on your page in the search results. Don’t you think a snippet like this will be more appealing to potential visitors?

On top of that, it’s important to be consistent in your branding. Add your company name to every page title. If you do that, people will recognize your page in the search results more easily, because of the brand name in every page title.

Add more relevant content to your blog

Having a blog can be very beneficial for SEO. Adding posts regularly makes it easy to add content about relevant keywords to your website. It helps you to start ranking for new keywords and to keep ranking for the keywords you already rank for.

Slemish Design Studio Architects have a blog and they add new posts regularly, which is great. However, it seems that lots of posts have little textual content. For example, this post only has two sentences:

Blog post of Slemish Design Studio Architects

Google could consider this post as a thin content page, which could hurt your website’s rankings. Since pages like these don’t add much value to your website, you’d better add more content or remove them from your website.

Keep reading: ‘Blogging: the ultimate guide’ »

Create strong cornerstone content

Besides the benefits of adding more content about relevant keywords to a blog, a blog also gives you an opportunity to add more internal links to your most important pages and posts. For example, when you’ve created a separate page for the service ‘Sun Rooms’ you could write a blog post about new innovations for sun rooms. From that post you can add an internal link to the page about the ‘Sun Rooms’ service. Doing this consistently, that service page – which could be a great cornerstone content page if you add sufficient content – will become a better search result, according to Google.

In addition to internal links within a text, you can add a popular, recent or related posts section to the blog. The sidebar is often used to add sections like these. These links in the sidebar will give the posts they link to some extra link value.

Lastly, adding your blog’s categories to the sidebar will give your category pages some more link value too. Consider doing this if you want to rank with your category pages.

A fast loading website

The longer visitors have to wait for your website to load completely, the more likely it gets that some of them will ‘bounce’ back to the search results. A long loading time frustrates visitors, so they might leave your website before seeing any relevant content. Google uses bounce rate, among other things, to determine if a website provides visitors with a good result. When lots of visitors bounce back to Google’s search results quickly, that isn’t a good sign. You might understand that this can harm your rankings.

On top of that, page speed is an actual ranking factor. Google understands that a website with bad loading times probably isn’t the best result. Similar websites that load faster are likely to end up higher in the search results.

We’ve tested the website of Slemish Design Studio Architects and we found a score of 24/100. The score is in red and this means that there’s work to do! Just follow the advice Google gives in the page speed tool as this leads to both a better user experience, as well as better rankings. 

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To sum it up

It was a pleasure analyzing the website of this architect duo. You show some amazing work in the images on the website! Adding a cleaner homepage with a clear call-to-action could result in more conversions, so more actual clients. Also, specific pages for all your services could be valuable for both Google and visitors.

Basically, our most important SEO advice is: make sure Google understands what your website is about. This means you’ll need to write relevant content about keywords you’d like to rank for. Furthermore, optimizing your site’s metadata – like titles and meta descriptions – and headings would be beneficial. With internal links you can connect your content and give your most important pages extra value.

And last, but definitely not least, making your website load faster will really improve your site’s SEO and user experience!

Read on: ‘How to optimize your real estate site’ »

How does a new website start ranking? Does it just magically appear in Google after you’ve launched it? What things do you have to do to start ranking in Google and get traffic from the search engines? Here, I explain the first steps you’ll need to take right after the launch of your new website. Learn how to start working on the SEO for a new website!

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First: you’ll need to have an external link

One of my closest friends launched a birthday party packages online store last week. It’s all in Dutch and it’s not WordPress (wrong choice of course, but I love her all the same :-)). After my friend launched her website, she celebrated and asked her friends, including me, what they thought of her new site. I love her site, but couldn’t find her in Google, not even if I googled the exact domain name. My first question to my friend was: do you have another site linking to your site? And her answer was ‘no’. I linked to her site from my personal site and after half a day, her website popped up in the search results. The very first step when working on SEO for a new website: getting at least one external link.

Why do you need an external link?

Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site. Google found my friend’s site because I put a link to that site on my personal site. When Google came around to crawl my site after I put the link there, it discovered the existence of my friend’s site. And indexed it. After indexing the site, it started to show the site in the search results.

Read more: ‘What does Google do?’ »

Next step: tweak your settings…

After that first link, your site probably will turn up in the search results. If it doesn’t turn up, it could be that the settings of your site are on noindex or is still blocked by robots.txt. If that’s the case, you’re telling Google not to index your site. Sometimes developers forget to turn either of these off after they finished working on your site.

Some pages are just not the best landing pages. You don’t want people landing on your check out page, for instance. And you don’t want this page to compete with other – useful – content or product pages to show up in the search results. Pages you don’t want to pop up in the search results ever (but there aren’t many of these) should have a noindex.

Yoast SEO can help you to set these pages to noindex. That means Google will not save this page in the index and it’ll not turn op in the search results.

Keep reading: ‘The ultimate guide to the robots meta tag’ »

Important third step: keyword research

My friend’s site now ranks on her domain name. That’s about it. She’s got some work to do to start ranking on other terms as well. When you want to improve the SEO for a new website you have carry out some proper keyword research. So go find out what your audience is searching for! What words do they use?

If you execute your keyword research properly, you’ll end up with a long list of search terms you want to be found for. Make sure to search for those terms in Google yourself. What results are there already? Who will be your online competitors for these search terms? What can you do to stand out from these results?

Read on: ‘Keyword research: the ultimate guide’ »

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And then: write, write, write

Then you start writing. Write about all those topics that are important to your audience. Use the words you came up with in your keyword research. You need to have content about the topics you want to rank for to start ranking in the search results.

Read more: ‘How to write a high quality and seo-friendly blog post’ »

But also: improve those snippets

Take a look at your results in the search engines once you start ranking (the so called snippets). Are those meta descriptions and the titles of the search results inviting? Are they tempting enough for your audience to click on them? Or should you write better ones?

Yoast SEO helps you to write great titles and meta descriptions. Use our snippet preview to create awesome snippets. That’ll really help in attracting traffic to your site.

Keep reading: ‘The snippet preview: what it means and how to use it?’ »

Think about site structure

Which pages and posts are most important? These should have other pages and posts linking to them. Make sure to link to the most important content. Google will follow your links, the post and pages that have the most internal links will be most likely to rank high in the search engines. Setting up such a structure, is basically telling Google which articles are important and which aren’t. Our brand new text link counter can be a great help to see if you’re linking often enough to your most important content.

Read on: ‘Internal linking for SEO: why and how’ »

Finally: do some link building

Google follows links. Links are important. So get the word out. Reach out to other site owners – preferably of topically related websites – and ask them to write about your new site. If Google follows multiple links to your website, it’ll crawl it more often. This is crucial when you do the SEO for a new website, and will eventually help in your rankings. Don’t go overboard in link building for SEO though, buying links is still a no-go:

Read more: ‘Link building: what not to do?’ »

In the latest release of Yoast SEO, we’ve added a text link counter. It consists of two counters, the first counts the number of internal text links you’ve put in your post. And the other counter counts the number of internal links to a post. These counters can be a huge help in improving the structure of your site. I’ve already explained why you should use the text link counter. Here, I’ll show you how to use our new text link counter.

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Where do I find the text link counter?

From now on, checking the number of internal links in a post and the number of links to a certain post is very easy. You can find the two counters in your post overview:yoast seo 5.0 text link counter
Look a bit closer:

text links counter

This functionality is very actionable. If you want to improve your site structure and your SEO, the text link counter will help you do that. You can go through your post with few links and improve your site’s structure step by step. We’re already thinking of ways to make this experience even smoother.

Find and resolve: ‘Orphaned articles’

Some articles don’t get many links from other posts; we often refer to them as ‘orphaned articles.’ These pages are hard to find, both by Google as well as the user. With the help of our text link counter, these articles are easy to detect. If you want to check which articles don’t receive many links, you can sort the articles by number in the second link counter column. Articles with 0 posts linking to them, will appear on top of the list.

The next step is to open those posts or pages with few links. Is it a page you don’t find useful anymore? Just delete and redirect it to another relevant page. If you do think it’s still a valid page on your site, figure out which other posts could link to it. Our internal linking tool (only for Yoast SEO premium) could help you to figure out which posts are linking candidates. Go to those similar post and insert links from these posts to your ‘orphaned’ post. That strategy could very well result in a small boost in your rankings.

Improve site structure by adding links

The other counter – the first column – counts the number of text links to other posts and pages on your website. You’ll want your post to link to other posts and pages with similar content, as it helps your readers to figure out other posts to read. If you link to similar content, the time people spend on your website will go up.

To find blog posts with few links to other posts, order the posts by the number of links. The posts with the fewest links will appear on top of your list. Adding links is incredibly easy with our internal linking tool. In our internal linking tool, we’ll suggest which post to link to based on similar content. You can add the suggestions, and you’re ready to go to the next blog post with few links.

Improve those cornerstone articles

An excellent way to use the text link counter is to use it for the cornerstone content articles. These are your most important articles. You’ll need to have your other posts linking to these particular relevant posts. To check whether you’re linking sufficiently to these cornerstones, you should select your cornerstone articles in your post overview. You can indicate which posts are your cornerstones in the Yoast SEO meta box (just beneath the snippet preview).  If one of your cornerstones has very few links, you’ll have work to do! Our internal linking tool will help you to figure out which articles to start linking to.

Conclusion on the text link counter

The new text link counter is a beneficial tool to improve your site’s structure actively. It’ll show you which posts need linking. If you combine this text link counter with our internal linking tool and the cornerstone content check, you’ll be able to bring your site’s structure to the next level. That will instantly increase the time people spend on your page and eventually will result in higher rankings in Google.

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

When you’re running a large and busy website, it’s practical and time-saving if you can reuse some of your material. Both meta descriptions and excerpts use a brief passage to summarize the content of a web page. So, it could be handy to use the same text for both. But how do you do that? In this video, Joost explains the easiest way to reuse your text for both meta descriptions and excerpts, and whether Google approves of this reuse.

Renee Lodens sent us an email with the following question:

“Is there a way to bulk copy the Yoast SEO meta descriptions to the excerpt field? Also, is this considered duplicate content?”

Watch the video or read the transcript further down the page! 

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Meta descriptions and excerpts

So, what to do if you want to save time and use the same passages for meta descriptions and excerpts?

“Well, let’s start with the first thing. It’s probably easier to do it the other way around. If you put the description that you want in the excerpt field, and then in the back end, in the Yoast SEO Titles & Meta section, you can use the excerpt short code for meta descriptions. We will automatically put your excerpt in your meta description. That’s easier. You can do it the other way around too, but then you’d have to code a bit.

Is this considered duplicate content? No, it’s not. Because they are different things used for different purposes. Your meta description will only show up in the metadata, which will not be shown on the page. And Google considers these two separate things.

So this might actually work well for you if you write really good short excerpts that fit well into your meta description.

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 on: ‘How to create the right meta descriptions’ »

In the 5.0 release of Yoast SEO we’ve added the Yoast SEO text link counter. This new functionality counts the number of internal links in a post and the number of internal links to a post. It sounds really simple, but it’s extremely useful and actionable. It’ll really make it so much easier to improve the structure of your site. Why is that? Why is site structure even an issue? And why is our new text link counter useful? Here, I’ll explain all about that. 

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What does the text link counter do?

The text link counter counts the internal text links in your posts. It consists of two counters: The first counter counts the number of links in your post and the second counter counts number of links to your post.

You can find the Yoast SEO text link counter in your post overview. In this overview you’ll see two additional columns. The first column shows the first counter – internal links in your post – and the second one shows the second counter – internal links to your post:

yoast seo 5.0 text link counter

Site structure and SEO

The structure of a site is a very important aspect of SEO. After all, Google follows links. The result of Google following links is that the internal linking structure of your site determines how Google crawls your site. Posts and pages that are linked to more often, are crawled more frequently than post and pages with few (internal) links. Same goes for visitors: pages and posts that have many links referring to them, get more visitors. If you forget to link to a specific blog post, nobody (Google included) will find it.

An internal linking structure that makes sense is therefore crucial for SEO. That’s why, for the past year, we’ve added some really nice features to Yoast SEO Premium that’ll help you to keep your site’s structure up to date: the internal linking functionality and the cornerstone content checks. The text link counter, available for everyone in the free version of Yoast SEO, is another great feature that’ll help you to improve your site’s structure.

Why should I use Yoast’s text link counter?

Find articles with few links

The text link counter will allow you to assess the number of internal links each post receives and the number of links each post contains. This is important stuff. You’ll be able to instantly see which posts are hardly linked to at all. If these are important posts in your opinion, you can take action and link to these from other (similar posts). This will help your most valuable posts and pages to rank higher.

Actionable! Improve your SEO

You should use the text link counter because it is a very actionable feature. It allows you to really get started with working on your SEO. The text link counter indicates which articles have fewest links. These are the articles that need your attention! This feature really points to weak points in your site’s SEO. It tells you where to start optimizing.

Conclusion: Indispensable new feature

The new text link counter is an indispensable feature for everyone who takes SEO seriously. It’ll give you feedback on those articles that need attention in internal linking. Use our text link counter in combination with the internal linking tool. That’ll make it so easy to take your internal linking structure to the next level!

Read more: ‘Internal linking for SEO: why and how’ »