Update or delete? Cleaning up old content on your site

Sometimes, content on your website becomes irrelevant or out of date, and you need to decide whether to update it or delete it. It’s part of your regular content maintenance activities. There are several ways to go about this and this article helps you decide what’s the best solution for your old content!

Update old content that is still valid

Let’s start with an example: On our blog, we have an article on meta descriptions that needs constant updating to keep it relevant. We just have to make sure it stays up to date with all the changes Google keeps making to the way it handles meta descriptions. Sometimes it seems they can be a bit longer and sometimes they seem to go back to the old length again.

Our post helps writers and editors to write meta descriptions, even though the advice changes over time. Although the article itself might be what we call cornerstone content, its content must be updated to keep up with the latest standards – constantly.

You can easily create new, valuable content from your old posts if you update it and make it current again: old wine in new bottles, as the saying goes. You could, for example, replace older parts of that content with updates, or you could merge three old blog posts about the same subject into one new post. If you do this, please remember to redirect the old post URLs to the new post, using a 301 Redirect. More on that later.

Read more: Keep your content fresh and up to date »

Delete irrelevant posts or pages

It’s likely that you have old posts or pages on your site that you don’t need anymore. Think along the lines of a blog post about a product you stopped selling a while ago and have no intention of ever selling again, an announcement of an event that took place a long time ago or old pages with little or no content – so-called thin content pages.

These are just some examples, but I’m sure you know which posts and/or pages I’m talking about. This old content adds no value anymore, now or for the foreseeable future. In that case, you need to either tell Google to forget about these old posts or pages or give the URL another purpose.

When I talk about deleting old content, I don’t mean just pressing “delete” and then forgetting about it. If you do that, the content might show up in Google for weeks after deletion. The URL might actually have some link value as well, which would be a shame to waste.

So, what should you do? Here are two options:

“301 Redirect” the old post to a related one

When a URL still holds value because, say, you have a number of quality links pointing to that page, you want to leverage that value by redirecting the URL to a related one. With a 301 Redirect you’ll tell search engines and visitors there’s a better or newer version of this content elsewhere on your site. The 301 redirect automatically sends people and Google to this page.

Say you have an old post on a specific dog breed. You need to delete it, so the logical next step would be to redirect that post to a newer post about this dog breed. If you don’t have that post, choose a post about the closest breed possible. If that post isn’t available, you could redirect it to the category page for these posts (e.g. “dog breeds”) and if that is also not an option, redirect to the homepage. That last one might be about “pets”, for example. It’s a bit of a last resort though, there probably are better options on your site.

Creating a 301 Redirect (for instance in WordPress) isn’t hard, but doing it with Yoast SEO Premium is easy as pie. If you don’t have it yet, find out about all the extras that are in Yoast SEO Premium here.

Tell search engines the content is intentionally gone

If there isn’t a relevant page on your site you can redirect to, it’s wise to tell Google to forget about your old post entirely by serving a “410 Deleted” status to Google. This status code will tell Google and visitors the content didn’t just disappear; you’ve deleted it with a reason.

When Google can’t find a post, the server will usually return a “404 Not Found” status to the search engine’s bot. You’ll also find a 404 crawl error in your Google Search Console for that page. Eventually, Google will work it out and the URL will gradually vanish from the search result pages. But this takes time.

The 410 is more powerful in the sense that it tells Google that the page is gone forever, never to return. You deleted it on purpose, period. Google will act on that faster than with a 404. Read up about the server status codes if this is all gibberish to you.

Keep reading: How to properly delete a page from your site »

Do you have old content to deal with?

Cleaning up old content should be part of your content maintenance routine. If you don’t go through your old posts regularly, you’re bound to run into issues sooner or later. You might show incorrect information to visitors or hurt your own rankings by having too many pages about the same topic, increasing chances of keyword cannibalization, which is a lot of work to fix later on. Therefore, go through your old posts, and decide what to do: update, merge or delete!

Good luck cleaning up your site.

Read on: Should you keep old content? »

The post Update or delete? Cleaning up old content on your site appeared first on Yoast.

Engaging your online audience: 8 practical tips

Before I started working at Yoast to develop our Yoast Academy training courses, I worked as a high school teacher. After starting my job at Yoast, I quickly realized that the educational principles I came across in my previous job were really powerful tools in the online world as well. In this article, I’ll explore three areas to help you engage your online audience: knowledge gaps, memory overload, and creating a connection. I’ll also give lots of practical tips to help you do better yourself.

The curse of knowledge

One problem that you’re likely to run into when maintaining a site or product is the so-called ‘curse of knowledge’. The curse of knowledge is a cognitive bias that suggests it’s more difficult for experts to explain things to beginners. The Wikipedia entry does a good job of rounding up some key research into the bias. Remember those times you had no idea what the teacher was trying to say and a classmate seemed way better at explaining those things? That’s most likely due to the curse of knowledge. The curse of knowledge is everywhere. And you’re very likely to suffer from it.

The problem: the more you know, the more difficult it is to create something that is clear and intuitive to your users.

Tip #1: Do user research

Before you can solve any problems, you have to identify them first. Get users
without any previous knowledge together in a room. Let them use your product or navigate your site. Find pain points and eliminate them. If getting people into a room is difficult for you, surveys can help as well. Ask people what parts of your product they found difficult to use and use that knowledge to improve it.

Tip #2: Add scaffolding

Actively providing extra context and bridging the knowledge gap between you and your users is crucial. ‘Scaffolding‘ is everything a teacher uses to help someone do something that they can’t do on their own. An essential part of scaffolding is thinking about what another person already knows and using that to help them do something new. That’s exactly what you should do as well. Some things you may consider adding:

  • Clickable question marks that clarify difficult terms; 
  • Internal links to articles that explain a concept you use in a more difficult article; 
  • Images that clarify what you’re trying to say;
  • Tutorial videos;
  • Live chat or email support;
  • Documentation / lessons / articles that your users can use to understand;
  • Step-by-step plans / flowcharts / instructions
  • An indication of the level of an article so users can make an informed choice to read or not to read an article. 

Always try to make this scaffolding as little invasive as possible. You don’t want to annoy more advanced users.

Tip #3: Audit your materials periodically

Often, it helps to look back on something you made at a later time. When you review something you wrote three months ago, you’ve already lost some of the context and perspective you wrote it with. Which, in this case, is a huge advantage!

When you audit your materials, make sure to consider:

  • Your intended message: do the materials convey it effectively?
  • The use of jargon
  • Assumptions about previous knowledge users have available to them
  • Scaffolding 
  • Readability

Minimizing cognitive load

When humans do things, they use a cognitive system called working memory. This memory saves information in our brains for a few seconds to a few minutes. It allows us to make sense of what we’re doing. Unfortunately, working memory is limited. It’s easily overstimulated. When it is, people get frustrated or distracted. This leads to them clicking away or growing tired of your product. Managing working memory is key to keeping your audience engaged. 

Tip #4: Less is more

As creators, we like to get fancy. We want what we make to be cool and fun. Sometimes, this leads to fluff features or content. Carefully consider: does what I’m adding make the whole better? If it doesn’t, remove it. Addition by subtraction is a very powerful tool for engagement. 

Tip #5: Pay a lot of attention to readability

One of the most common problems on websites is readability. Most copy is much more difficult to read than it should be. Writing shorter sentences and using fewer difficult words can help your usability tremendously. Even if your audience is smart, easy-to-read copy is very working memory friendly. It simply costs less energy to read. This energy can then be spent on more important things. One way to improve readability is by ruthlessly editing your copy. Ideally, you should spend more time editing your text than writing it.

Read more: How to use the readability analysis in Yoast SEO »

Tip #6: Break everything down into bite-size chunks

The working memory struggles with large blocks of information. The human mind needs focus, and it’s up to you to create this focus. Don’t write 30-word sentences or 20-sentence paragraphs. Don’t crowd your menu with 20 categories. Don’t stuff 20 options into one tab. It’s overwhelming. Break your materials down into bite-size chunks that are easy to oversee, so your users can focus on what really matters.

Creating a connection

I knew all the theory when I started teaching; that wasn’t the problem. But it wasn’t until I really started connecting with my students that I became a good teacher. One of the most powerful ways to engage your online audience is by creating that fuzzy feeling of comfort, familiarity and connection. And most sites and products don’t do a good enough job of this. Of course, the first requirement is a usable product or site. There are lots of extra things you can do, though, to help reinforce your relationship with your user.

Tip #7: Invest in design and branding

It’s tough to overstate the power of consistent design and branding. Our Yoast avatars are a great example. All over the WordPress community, our avatars are immediately recognized as they stand out from the crowd in e.g. lists of speakers at conferences. The same goes for the images we use in posts and presentations. Providing your users with a similarly positive experience over all the different places where they interact with you, helps you get recognized and valued.

Tip #8: Use the power of storytelling

Stories can be an incredibly powerful medium to make a connection with your audience. Most people remember one or more teachers who were always able to get them on the edge of their seat with great stories which helped them remember what the teacher was trying to explain. Stories and narrative are how people connect and communicate with each other. And storytelling isn’t necessarily about writing a large piece of fiction. You can just as easily hide little nuggets of storytelling in your blog posts or product pages. Yoast CEO Marieke has written a great series on storytelling that you should definitely check out.

Conclusion on engaging your online audience

The tips listed are a collection of insights I gained through my experience as a teacher, product owner and online writer. There are lots and lots more things you can do to make sure your online audience stays engaged. But honestly, if you get all of this right, you’re probably a fair number of steps ahead on almost everyone. Good luck! 

Keep reading: The ultimate guide to content SEO »


The post Engaging your online audience: 8 practical tips appeared first on Yoast.

How to use WordPress: Answering 12 common WordPress questions

WordPress is huge. According to the latest stats, WordPress powers almost 35% of the web — and growing quickly. With so many sites using the CMS and so many new sites bursting onto the scene, there’re a lot of new users taking their first steps in the wonderful world of WordPress. People from all walks of life and many of them are bound to ask the same questions about using WordPress. That’s one of the reasons why we launched a free WordPress for Beginners course. In addition, you can quickly get answers to common WordPress questions in this big guide.

New to WordPress? Don’t worry! Our FREE WordPress for beginners training is here to help. Find out how to set up your own site, learn the ins and outs of creating and maintaining it, and more. Soon you’ll be able to do it all by yourself!

Table of contents

1. How to start a WordPress site?

So you’ve decided to start your own blog. Hooray! Before you start blogging away, you’ll have to take some steps, like setting up your own WordPress site. But there’s more to starting your own blog! Here, we’ll give you some more pointers on how to hit the ground running.

A purpose, niche, but don’t forget to have fun!

While years ago you’d follow blogs because of the person behind them, nowadays it’s all about answering people’s questions, a purpose for your blog and link building. Or that’s what it might look like. Don’t forget that blogging should be fun, as it is fun! There’s no such thing as too many blogs, as there’s no one like you. It’s cliche, but it’s the truth. 

Before you start your blog, you need to decide whether you just want to write for fun or to help others and get high rankings. In the first case, you can start a personal lifestyle blog with everything you love. In the second case, you might need to find yourself a niche as this will increase your chance of ranking tremendously.

When you know who you’re writing for and what to write about, you can start working on your first blog posts! Want to make sure this post will be awesome? Then read this step-by-step guide on how to craft the perfect blog post.

Read more: How to start a blog »

2. How to choose a host for your WordPress site?

What to look for in a WordPress host? There are hundreds, if not thousands, of WordPress hosts. How to pick one that’s perfect for you? Check out this curated list of WordPress hosts that we’ve gathered, and consider the following aspects when making a decision.

Speed and stability

Are you going for a small travel blog? Or are you planning to cater to the clothing needs of half a country? Based on what you’re planning to do with your website, you should pick a host that has reliable uptime and keeps running during busy hours. Make sure they can provide a seamless way for you to grow. Because as you gather more daily visitors, you will need to upgrade your hosting at some point.

Accessibility and services

It is good to know if your host provides a support crew that is willing and able to help you with both your financial and technical questions. The following services might also be useful:

  • Alternative ways to access your data in case your WordPress website breaks.
  • A user‑friendly control panel that suits your needs.
  • The service to register and/or maintain domain names.

Security

Even if you don’t know much about the internet and security, you want your websites’ visitors to be safe. Go for a hosting provider that, at the very least, offers the following:

  • (Installation of) Paid or free SSL certificates.
  • Up‑to‑date server software.
  • Continuous malware/virus scans.

Optionally, check for:

  • The option for a 1-click staging environment: this makes building and maintaining a  site much easier.
  • Data retention and regulation protocols: based on your country’s laws, make sure you know where the data is stored and how it is handled.
  • Backup services: if something breaks, you will want to be able to restore it quickly.

A decent firewall (sometimes provided as an additional service, like CloudFlare).

3. How to get to the WordPress dashboard

The WordPress dashboard is the first thing you see when you log into WordPress. From there, you see an overview of various dashboard widgets with relevant information. For instance, our Yoast SEO dashboard widget gives you a quick overview of the SEO health of your site. 

But if you’ve never logged into your WordPress dashboard before, finding it can be a little tricky. When you installed WordPress, you were guided into the WordPress dashboard automagically after the installation process. However, if you haven’t saved the URL of your WordPress dashboard, logging back in is not that easy. 

Luckily, there’s a solution that works for all WordPress sites. When you add /login/ or /admin/ to the URL of your site, you will be sent to the login screen. Upon logging in, you’ll be sent to your WordPress dashboard. So what does that look like? If your domain, for example, is everydayimtravelling.com, the login URL would become everydayimtravelling.com/admin/ and this will prompt you with the login screen. For future convenience, bookmark that page as soon as you’re logged in so you’ll even have a quicker way to log in.

4. How to install and activate a WordPress theme 

A theme governs the layout of your WordPress site. That includes, among other things, the appearance of your posts and pages, and the location of the menus and sidebars. Not surprisingly, finding the right theme is quite important for your website as it makes your site stand out from the masses. But, with so many choices out there, that may be harder than it seems. So, make sure to spend some time and effort and choose the best WordPress theme for your site.

Once you have chosen a theme, installing and activating it is easy. There are two ways to install a new theme in WordPress.

A. Installing a theme from the WordPress directory:

You can install a theme from the WordPress repository. In addition, it is also possible to buy premium themes from a variety of sellers. To install and activate a theme, follow these steps or check out the free WordPress for beginners course.

  1. Open the Themes overview screen
    In the admin menu in your WordPress Backend, click on Appearance, then Themes. The Themes overview screen will open. 
  2. Click the Add New button or the Add New Theme area
    At the top of the screen, you’ll find the Add new button. Alternatively, in the themes overview area, there is an Add New Theme square. Click on either one, to open the screen with available themes.
  3. Preview the theme
    Before you install a theme, it is a good idea to see how it looks on your site. You can do this by hitting the Preview button. Note, this is not an exact match of your site, but it does give you a really good idea if the theme fits your goals.
  4. Install the theme
    Hover over the theme you want to use and click Install. The Install button will transform into an Activate button.
  5. Activate the theme
    Click the Activate button. The theme will be activated, and it will change the appearance of your website. 
  6. Go check what your site looks like on the front end!

B. Upload a theme

You can also add a theme that you’ve downloaded from outside the WordPress directory, this could be from one of the many online theme shops out there. The theme will have to be in a .zip format! To install and activate it, follow these steps or check out the free WordPress for beginners training

  1. In the Themes overview screen, click Add New
    Once you have accessed the Themes overview screen through the admin menu, you’ll see the Add New button at the top of the screen as well as the Add New Theme square in the area below. Click either one to open the screen with available themes. 
  2. Click the upload theme button
    At the top of the screen with available themes is the Upload Theme button. Click the button. You’ll see the new option to upload a .zip file.
  3. Click the Choose file button
    Once you click the button, a dialogue box will appear, that will allow you to choose files from your computer. Find and select the .zip file that you previously downloaded.
  4. Install the theme
    Click the Install Now button. Your theme will be installed and added to your themes overview.
  5. Activate the theme
    In the themes overview screen, hover over the theme, and click Activate. The theme will activate, and it will change the appearance of your website.
  6. Go check what your site looks like on the front end

Curious for more? Check out this lesson on themes of the free WordPress for beginners course.

5. How to install a WordPress plugin

Plugins can change or improve the functionality of your site in various ways. As a WordPress user, you’ll surely need to install a plugin at some point. How do you do that? Easy. You can do it in two ways. Either install a plugin from the WordPress plugin directory or upload a plugin you have downloaded from a third-party. Please note that only free and approved plugins are featured in the WordPress plugin directory.

A. Install a plugin from the WordPress directory

Let’s start by installing a plugin from the WordPress directory. Just follow these simple steps:

  1. Access the WordPress plugin directory
    In the WordPress backend, go to the admin menu. Hover over the Plugins menu item, and select Add New from the fly-out menu. The WordPress plugin directory will appear.
  2. Find the plugin you want
    Use the filter tabs in the toolbar, or search for plugins by typing in a keyword, author, or tag in the search box.
  3. Check the quality of the plugin
    Each plugin is featured in a box with basic information. A good quality plugin will have good reviews, a high number of active installations, frequent updates, and it will be compatible with your version of WordPress.
  4. Install the plugin
    Click the Install Now button in the plugin box. Once the installation is complete, the Activate button will replace the Install button. In addition, the plugin will appear on the Installed Plugins screen.
  5. Activate the plugin
    Clicking Activate is crucial for the plugin to work. You can activate the plugin in the plugin box by clicking the Activate button when the installation is complete. Alternatively, you can click the Activate link in the Plugins overview screen.

B. Upload a plugin

The WordPress plugin directory has a lot of plugins, but it does not have all of them. You can also find some cool plugins on third-party sites like, for example, Yoast SEO Premium. But no worries, you can still easily add these plugins to WordPress. To upload a plugin to WordPress, follow these steps:

  1. Download the plugin from the third-party site
    Note that you will need to download the plugin in a .zip format. Otherwise, the upload may fail. If the plugin is not available for download in that format, contact the plugin provider.
  2. Access the WordPress plugin directory
    In your backend, go to the admin menu. Hover over the Plugins menu item, and select. Add New from the fly-out menu. The WordPress plugin directory will appear.
  3. Upload the plugin
    In the WordPress plugin directory, click the Upload Plugin button at the top of the screen. A new option will appear to add a file. Click the Choose file button, which will trigger a dialogue box to open. Find and select the file from your computer and click Open.
  4. Install the plugin
    Click the Install Now button, and the plugin will be installed.
  5. Activate the plugin
    Remember, you always need to activate a plugin after installing it. Go to your plugins overview, locate the plugin, and click the Activate link.

6. How to change the site title in WordPress

Setting your site title is an important step when creating your website. Your site title is the name that will show up at the top of the browser window, in bookmarks, and when people share your site on social media or via messaging apps.

To set your site title, select Appearance > Customize from your admin dashboard menu. 

This will open the Customizer, which offers a lot of options to customize your site — as you may have guessed from the name. The option we need is right at the top, under Site identity > Site title. 

Enter the name you have chosen for your website, and if possible, try to keep it short. You’ll want to have plenty of space left in the search results to also display the title of your post or page. You can learn about why titles are important here.

And, while you’re there, make sure that you change your site’s favicon, which is called a site icon in WordPress. Find out how to do this in our step-by-step guide on changing your favicon.

7. How to add a page to WordPress

Pages form the backbone of your site structure. Naturally, it is quite important to know how to add a page in WordPress. Luckily, it’s quite easy. Just follow our instructions, and you’ll be adding pages to your WordPress site in no time.

To add a page, do this or check out the free WordPress for beginners training:

  1. Access the Page editing screen
    To access the page editing screen, hover over the Pages menu item in the Admin menu and choose the Add New tab from the flyout menu.
  2. Add a title
    In the editing screen, you will see a block with the text Add title. Add the title of your page there. Click enter to create a new block.
  3. Add content
    Add the content of your page by choosing the appropriate block. If you want to add text, choose the Paragraph block. To add a subheading, choose the Heading block. Choose an appropriate new block for each new type of content you want to add. For example, add an Image block for an image, or a Video block to add a video to your page.
  4. Preview the page
    When you’re done adding content to the page in the editor, we’d advise previewing what the page will look like on your site. To do that, click the Preview button in the top right corner of the screen.
  5. Publish the page
    When you’re satisfied with the preview, all you need to do is click on the Publish button. Your page will be published.

Curious for more? Check out this lesson on creating pages in WordPress of the free WordPress for beginners course.

8. How to delete a page in WordPress

You might think deleting a page from your site is as easy as just hitting that delete button. But with deleting a page, you’ll also delete one or more URLs. This usually results in a ‘404 not found’ error… Which isn’t great, neither for visitors, nor Google. 

So, think before you delete a page. You have two valid options after deleting a page: redirecting it to another page or showing search engine spiders a 410 header, which indicates the page is deleted intentionally. Redirecting a deleted page is the best choice when you have other content on your site that is similar to the deleted content. The goal still is to provide the user with the information he or she was looking for. If there’s no other page that answers the user’s question, you need to decide if you want to improve the existing page or show a 410 header instead. You can set such a header in code, but it’s much easier to do with one of the many redirect plugins for WordPress.

Redirect a page
There are different kinds of redirects, but a 301 redirect is what you should use when you redirect the deleted page to another one. This redirect, called a permanent redirect, makes sure the link value of the old page will be assigned to the new URL. You can redirect posts or pages easily with the Yoast SEO redirect manager, as it will ask you what to do with a URL when you delete a page. Just enter the replacing URL and you’re done!

Show a 410 Content deleted header
Is there no other page on your site that will give the reader the information he or she is looking for? Then it’s better to delete or improve that page. In case of deleting, you’ll need to send a ‘410 content deleted’ header. By using this HTTP status code, you’ll let Google know that you removed the URL on purpose and that Google can remove the URL from its index faster. In the  Yoast SEO redirect manager, you can also choose the option to show a ‘410 content deleted’ page after you’ve deleted a page.

9. How to change the font size in WordPress

What if the WordPress theme you’ve chosen is perfect — except for one little thing? The font size is just a little bit off. Do you need to find yourself a completely new theme because of this? Of course not! Changing the font size in your WordPress theme is relatively easy, but it does involve a little bit of CSS coding. We’ll help you! These are the steps you need to take to change the font size in WordPress:

  1. First, you’ll have to identify what the current font size is. You can do this by opening the Inspector of your browser. When you right-click on the text you’d like to see in a different font size, you’ll be greeted with a menu that will have a direct link to your browser inspector tool. They look different from browser to browser, but they all work in a similar fashion. In Chrome, the menu item is called Inspect and in Firefox Inspect Element. Go ahead and click on that.
  2. Next up is finding the relevant CSS code that dictates the current font size. You’ll be looking for a section inside the Inspector you’ve just activated on the right-hand side of the screen called Styles. 
  3. Below that, you’ll see lines of code that match the element you’ve clicked on. You’ll see a line that has something like font-size: 14px or font-size: 1rem. 
  4. You can manually change the value of that line of code to, for instance, font-size: 16px. You’ll immediately see that change reflected in the open screen of your website. This is how you can check which value works best for you. 
  5. Once you’ve made up your mind on what you’d like to change it to, it’s time to write that down. You’ll also have to save the CSS element in which you changed the value. Most of the time this will be either a p or an h2 or h2 if you’ve selected a title.
  6. You’ll need to entire CSS code snippet for our next step, but it will look like something like this: p {font-size: 16px;}
  7. The next step is to navigate to your WordPress dashboard and find the Customize menu option inside the Appearance menu. 
  8. Click that and you’ll see a preview of your site on the right-hand side of your screen and a menu on the left-hand side. Inside this menu, you’ll find the Additional CSS menu. 
  9. Click on that menu option and you’ll see an input field. Here, you can paste the CSS snippet you saved earlier. As soon as you’ve pasted it, you’ll see the effects reflected on the right-hand side of your screen. 
  10. If it has the desired effect, go ahead and save your settings by clicking the Publish button inside the Customizer section. Afterwards, you click on the plus ( + ) sign in the top left-hand side of the Customizer to close the customizer screen. That’s it — you’ve now successfully changed the font size of your WordPress site.

Many themes have a so-called footer. The footer at the bottom of your pages is a good location to add some links to the less prominent content on your site, such as your address and contact information, terms of service and privacy policy. Not every theme has one, and the ones that do, often have different ways of activating and filling the footer. The Genesis theme, for instance, uses the Customizer settings to get this done, while other themes have a different setting for it. So, you best look around in the settings to find it. Here’s one of the most used ways of adding a footer to your theme.

  • Go to Appearance > Widgets from your admin dashboard.
  • On the left of this page are widgets that you can add to various places in your site’s theme. Those locations are listed on the right.
  • Find the widget that you want to add, and drag it to the location called “Footer”.
  • That’s it!

11. How to embed Youtube videos in WordPress

To really engage your audience, making your content visually appealing is key. One of the easiest ways to do this is by adding some images, or even a video. Embedding video hasn’t always been easy, but thanks to the block editor in WordPress 5.0, it is now! When you are editing a post or a page on your site, here’s how to do it:

  • Go to Youtube and find the video you want to add to your content.
  • Click the Share icon and copy the URL it displays.
  • Open the post or page on your site you want to add the video to.
  • Press the + icon where you want the video to appear to add a new block.
  • Paste the URL of the Youtube video, and it should automatically convert to an embedded video!
  • If you want, you can change the styling of the video to make it stand out.

12. How to do SEO on WordPress

Search Engine Optimization (SEO) is the practice of optimizing your site and content to reach a high position in the search results of Google or other search engines. WordPress itself is already pretty SEO-friendly, but it still pays off to do WordPress SEO. Let’s look at a few important SEO aspects.

Technical SEO

An important first step to take when optimizing your WordPress site, is to make sure everything ‘under the hood’ of your website is in good shape. Technical SEO encompasses many things, such as:

Content SEO

Besides working on your site’s technical side, you should also optimize your content. There are three pillars of content SEO:

Holistic SEO

At Yoast, we believe in holistic SEO: ranking by being the best result. That’s why, in our opinion, flawless user experience (UX) should be part of your SEO strategy. We also believe that websites should be usable for everyone, which is why accessibility matters.

There are also outside factors that affect your (WordPress) SEO, such as link building, social media, and local SEO. We call this off-page SEO. While it can take some effort, working on this aspect of SEO for your WordPress site is also part of a holistic SEO strategy. 

Yoast SEO

As you can see, there are several sides of SEO, and it’s a lot of work to keep everything on track. Luckily, the Yoast plugin will help you work on many aspects, from site structure to content optimization to technical settings. That’s why every website needs Yoast SEO!

Keep reading: WordPress SEO: the definitive guide »

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Yoast SEO: don’t just set it and forget it!

Some of the things Yoast SEO does are pure magic. Lots of things are just taken care of after you’ve installed the plugin. You don’t have to do anything about that. Simply installing Yoast SEO will fix a lot of important technical SEO things for you. The content side of SEO, though, is something you should always do yourself. Yoast SEO will help you, but you’ll need to make an effort. So there’s a lot of work in it for you. In this post, I’m going to tell you about the things you need to do yourself, in order to make your SEO strategy successful.

Configure Yoast SEO properly

First of all, you need to configure Yoast SEO correctly. You should be aware that the plugin can’t perform to its full potential if the settings of Yoast SEO aren’t optimal for your specific website. So, make sure that the configuration of Yoast SEO is, in fact, in line with your website. The configuration wizard helps you take care of a lot of these settings.

Keyword research – always

The second thing you need to make sure of is doing your keyword research right. You need to know that you’re focusing on the words that people actually search for. If you’re optimizing for a term nobody uses, you can rank number one, but you still won’t have any traffic. And, if you’re optimizing for a term that’s so competitive that you won’t ever be able to rank for it, then you won’t get any traffic as well.

Doing your keyword research means that you need to get inside the heads of your audience. It also means that you should know your competition and estimate your chances to rank for a certain keyword. Yoast SEO will help you optimize your content for your keywords, but figuring out what the right keywords are, is your job.

Read more: How to choose keywords that’ll attract traffic »

Write awesome content

The third thing you need to do yourself is to write awesome content. And that’s something you have to do manually. Of course, you can outsource this, but it’s something somebody has to do. Yoast SEO actually helps you to write both SEO-friendly, as well as readable texts with the content and SEO analysis. So, make sure you use this feature in order to make your text well-optimized for the search engines. But adding great content is still something you need to do yourself; it won’t happen magically.

Internal linking

Another thing you’ll need to do yourself is to take care of your internal linking structure. This is very important because a proper internal linking structure will make sure that Google understands your website. And, you want Google to understand your website. Otherwise, you will be competing with your own content for a place in the search results.

Yoast SEO (Premium) will help you to do that, with our internal linking feature. But it’s still something you need to be actually doing yourself. Yoast SEO will make suggestions for articles you could link to, but you still have to put them in your article.

Social previews and redirects

Social previews and redirects are features in Yoast SEO that’ll help you improve your SEO. Your effort is needed in order to gain an SEO advantage from these features. Part of your SEO strategy will be a strategy on social media, so Facebook and Twitter. And Yoast SEO can help you make those posts on Facebook, but you still have to hit that button and write the content. Same goes for the redirects. If a page is outdated, you want to redirect it to another page. But it won’t happen just magically; you have to create those redirects yourself.

Don’t forget your competition

Even if they’ve done all the things I talked about, some people are unable to rank for a specific term. Why is that? Well, I think a lot of it has to do with competition. Some search terms are so competitive and dominated by high-authority brands that it’s terribly hard for a starting out blog to rank between them. If you want to rank for ‘holiday home Florida’ and you’re just starting out as a blog, you’re probably not going to rank right away. You need to have a whole strategy, in which you focus on long-tail search terms first. So, part of why you’re not ranking has to do with the competition.

On top of that, SEO sometimes takes a long time. Don’t despair if you’re not ranking overnight. It can take a little while before you start ranking for specific search terms. It’s a process that requires a strategy, and it takes some time before you see the results.

Conclusion

SEO is a lot of work. Yoast SEO takes care of most of the technical SEO stuff. The content side of SEO is a different story, though. You’ll need to make an effort to set up a successful content SEO strategy. There are a lot of things you should work on, in which Yoast SEO can actually help you and take you by the hand. And don’t forget: whether or not you rank for specific terms also depends on your competition in your specific niche. 

Keep reading: What does Yoast SEO do? »

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How to become a better writer

Content is essential for SEO. As Google reads and understands content. And, reading and understanding content is easier when a text is well written. Both for humans and Google. Some people are blessed with great writing skills. Others are struggling a bit more. However, if you’re bad at writing now, that doesn’t mean that you can’t get better! There are many aspects of a good blog post that you can learn to do well.

In this blog post, I’ll share 5 tips that’ll help you become a better writer. 

1. Preparation is everything

Especially if you’re not an experienced writer, you should always start with proper preparation. And, proper preparation means that you have to think a lot. Think about questions like: why am I writing this article? Who are my readers? What do I want my readers to know, understand, or do after they have read my article? What’s the topic of the article? What is the main message I want to send to your audience?

Read more: Preparing your blog post »

2. Structure, structure, structure

Always make sure your text has a good structure. That’ll make all the difference for your audience (and for Google for that matter). If paragraphs follow each other in a logical order, it will be much easier to grasp the main message. Think about the different things you want to discuss in an article. Think about what order you should address these issues. And, then write that down. Write a few words about every paragraph you’d like to write.

Structuring your text means helping your reader grasp what your text is about. Help your reading by adding subheadings and images. Make sure paragraphs aren’t too long. And, make sure that you use transition words.

Keep reading: Practical tips for setting up a clear text structure »

3. Write short sentences

Don’t write sentences that are longer than 20-25 words. If you’re not the best writer (yet!), make sure that you write short sentences. Longer sentences are just so much harder to read. People are capable of handling 20 to 25 words in their minds. If you write sentences longer than that, people need much more cognitive power to digest it. In order to truly understand, your audience will need to reread sentences or read at a much slower pace. Above that, writers tend to make more grammar mistakes as sentences become longer. For every writer that is starting, my advice would be: make those sentences short and sweet.

Short sentences are just one aspect of readability. There are some other things you can do in order to make a text easy to read. Try to limit your use of passive voice, write short paragraphs, and make sure to use transition words.

Read on: 5 tips to write readable blog posts »

4. Add examples and little stories

Adding examples, fun facts, and little stories to your article will make it much more appealing for your reader. Using stories in an article may sound daunting for many writers because it might seem like next-level writing. But adding examples is an excellent way to make an article nicer to read. If you’re writing about a product, make sure to add some user stories or give examples on how people use the product. Examples help people to understand what you mean and make your text more fun to read.

Keep on reading: What is storytelling and why should you use it? »

5. Round things up!

Try to get back to the main message of your text in your conclusion. That’s a way of rounding your text up. It’ll make it more probable that the message of your text will resonate with your audience.  If you use an example in your introduction, try to use that same example (slightly different is the best) in your conclusion. 

Read more: Obtain an attractive writing style! »

Conclusion

Everybody can learn how to write better. Everyone can improve their writing skills. You just need a little practice. Start with making sure to write readable texts. The Yoast SEO readability analysis will help you to achieve that. We’ll give feedback and make sure your sentences aren’t too long, that you’re using transition words and you’re not using too much passive voice. The feedback will improve your writing for sure! Combine our plugin with some effort on preparation and structuring your text and you’ll be drafting great content in no time. Good luck!

Keep reading: The ultimate guide to content SEO »

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Google’s Knowledge Panel: What is it and how to get one?

Google’s Knowledge Panel is the block you’ll find on the right side of your screen in the search results. Nowadays, you’ll see it for a lot of queries. It presents the results of Google’s Knowledge Graph, which can be seen as an engine connecting all kinds of data Google finds on the web. If you have a local, branded or personal panel, you might be able to influence what Google shows in the panel. Here, we’ll explain how.

What is a Knowledge Panel?

Knowledge Panels are a type of rich results in Google’s search results pages. They can show information about all kinds of things: businesses, people, animals, countries or plants, for instance. Such a panel appears on the right side of your screen in the desktop search results. It shows details on the particular entity you’re searching for. What you see in this panel is powered by Google’s Knowledge Graph.

example knowledge graph panel
An example of a knowledge panel

Why should we care about Knowledge Panels?

If you want to be found for search terms like your name, brand or business name, a Knowledge Panel is really useful! If Google decides to show you or your business in this panel, you pretty much dominate the search results on the right side of the screen in desktop search. In mobile, the panel will appear between other results but is pretty dominant as well.

A Knowledge Panel will, therefore, make sure your company or brand will stand out in the search results when people are specifically searching for it. That’ll give you lots and lots of clicks. This does make sense: if people are searching for you or your brand name, they probably want to find your website. So Google’s providing them with the best result.

How do you get a Knowledge Panel for your business?

As with all types of search results, Google will decide whether or not it’ll show a knowledge panel in the search results. If you’re a local business, you can do some things to increase your chances to rank with a knowledge panel. For the branded and personal panels, it is much harder to obtain such a knowledge panel.

Local panels

If you want a chance of Google displaying a local panel for your business, the first step is to open a Google My Business account. You’ll then be able to verify that you are the owner of your business. After that, you can add or edit all relevant information about your business, such as address information, opening hours and photos.

What also helps, is to verify your site with Google Search Console and to add structured data markup for businesses, as our Local SEO plugin does.

In the end, Google will decide whether or not to show a Knowledge Panel. Relevance, distance, and the prominence of the business are all important aspects for Google in determining if it’ll show one Making sure your website is working well and on a high-authority domain could enhance your chances.

Read more: Improve your local SEO with Google My Business »

Branded/personal panels

It’s not possible to apply for a branded or personal panel. Google will decide whether you or your brand is worthy of a Knowledge Panel. If you or your brand have enough authority, a panel will appear. Brands and people who are well-known and have, for instance, Wikipedia pages, often have Knowledge Panels as well.

For Yoast, we do have a Knowledge Panel. Joost de Valk also has a personal panel and since a while, as you can see, I have one too!

My own personal knowledge panel!

There are ways to increase your chances of getting in, as discussed in this webinar with a.o. Jason Barnard, but it will take lots of time and effort and success isn’t guaranteed, unfortunately.

Yoast SEO and the Google Knowledge Panel

As of our 11.0 release, Yoast SEO outputs a complete Structured data graph for the pages on your website. Structured data offers Google information about you, your business and your website in a way that’s understandable for machines and therefore it’s a great help for Google’s Knowledge Graph.

By doing so, Yoast SEO’s structured data graph helps Google’s Knowledge Graph connect the dots. This doesn’t mean you’ll necessarily get a panel, but you’ll offer the data for the panel in the best possible way.

In Yoast SEO, you can also add your social profile information. Yoast SEO will use this data to output the correct Schema markup. This means that, if you get a panel, the right social profiles are shown.

How to verify your panel?

If you have a personal Knowledge Panel, make sure to verify it. Verifying is not all that hard. Follow the steps Google has outlined for you in this article. You need to log in to your Google account and sign in to one of your official sites or profiles to get verification for your business. Once verified, you’ll be able to suggest changes in the panel to influence what it looks like.

Conclusion on Google’s Knowledge Panel

Knowledge Panels are a great asset to have in the search results. For local panels, you should make sure you’re doing everything you can to get one. For branded or personal panels, it is much harder to influence your chances of getting one. It all depends on your level of authority, and that’s something that probably won’t be fixed overnight.

Keep reading: What is Google’s Knowledge Graph »

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How to use the readability analysis

Everybody knows the colored bullets in Yoast SEO. Two parts of the plugin use this traffic light system: the content analysis and the readability analysis. The first checks whether your post is SEO-proof, while the latter checks if it is readable for a general audience. Of course, these two are interconnected, as readable content is incredibly important if you want your site to do well in the search results. Here, I’ll show you how to use the readability analysis.

What does the readability analysis in Yoast SEO do?

The readability analysis uses an algorithm to determine how readable your post is. We’ve carefully crafted this algorithm to make it as accurate as possible without being too strict. It features several checks that’ll give you advice when you write your post. In other words, by following the advice, you can make your text easier to read and understand.

It has been said that Yoast SEO suggests to dumb down your writing. Of course, that’s not the case. We merely want to help people write easy to understand content. I always come back to this quote by content designer Sarah Richards about making your content as readable for humans as possible:

“You’re not dumbing down, you’re opening up.”

By simplifying content, you’re automatically growing your audience, as more people grasp the message of your content. Also, you’re not writing your content just for people anymore. Virtual assistants like Alexa and Siri have to be able to work with it as well. And even Google increasingly uses well-written pieces of content for rich results like featured snippets.

That being said, while the advice in the readability section is not the be-all and end-all advice, it does give you important clues to the perceived difficulty of your text. It is crucial to write with readability in mind, as we think readability ranks!

Current readability checks

At the moment, Yoast SEO uses the following checks:

  • Transition words: Do you use transition words like ‘most importantly’, ‘because’, ‘therefore’, or ‘besides that’ to tie your text together? Using these words improves the flow of your article as they provide hints to the reader about what is coming next.
  • Sentence beginnings: Do any of your consecutive sentences start with the same word? This might feel repetitive to your reader, and that can be annoying. Always keep your sentences varied, so your article is readable and free of obstacles. Unless you want to prove something or use it as a writing style, of course.
  • Flesch reading ease: This world-famous test analyzes texts and grades them on a scale from 1-100. The lower the score, the more difficult to read the text is. Texts with a very high Flesch reading ease score (about 100) are very easy to read. They have short sentences and no words of more than two syllables. Usually, a reading ease score of 60-70 is believed to be acceptable/normal for web copy.
  • Paragraph length: Some people tend to use extremely long paragraphs. Doing so makes your text look daunting as it becomes just one big blob of text. Break it up, use shorter paragraphs and don’t forget to give your core sentences some thought.
  • Subheading distribution: Similarly to long paragraphs, texts without subheadings are difficult to scan, which makes them rather daunting. So, we check if you use enough subheadings to guide your readers through the text and help them find what they’re looking for.
  • Sentence length: Sentence length is one of the core aspects that can make a text hard to read. If most of your sentences are too long – over 20 words – people lose track of your point. Readers often have to jump back a few words to find out what you mean. This very tiring and inefficient. Try to keep the number of words in a sentence in check. Shorten your sentences. Aim for easy understanding, not a complex literary masterpiece.
  • Passive voice: Using a lot of passive voice in your text makes it appear distant, and your message will be less clear. Your sentences become wordy and difficult because the sentence structure is harder to understand. Whenever you use the passive voice, always consider whether a better, active alternative is available.

Supported languages

The readability analysis is available in English and several languages, such as German, French, Spanish, and Russian. Check out the features per language for an overview. We’re continually working on adding new languages.

How to use the readability analysis in Yoast SEO

It’s very easy to use the readability analysis in Yoast SEO to improve your content. Personally, I just start writing the article I want to write. I keep the audience I’m writing for in the back of my head and try to use the words they would use. Although the readability score is calculated in real time, I won’t look at the score during the writing process. Only after (the draft of) my article is finished, I’ll check the readability score and see if I have to fix anything. If I get an orange or red bullet, I can click on the eye icon to jump to the spot where improvements can be made. Easy peasy!

Everyone has their own writing and editing process, and my way isn’t necessarily how you should use it. For instance, you might be targeting a Flesch level of 80. If so, you have to find out what works gradually. When using the readability tool for a while, you’ll notice that you’ll automatically get a feel for the text level you are aiming for. Practice makes perfect!

The readability checks in Yoast sEO

Should all bullets be green?

This is a question we often get and no, not every bullet has to be green. What you should aim for, though, is a green, happy bullet overall – the one in the tab that reads “Readability”. Having an orange bullet for one of the checks, like in the screenshot above, is ok. It’s not that your article won’t be able to rank if it doesn’t pass all of the tests. This is merely an indication, not a necessity.

We want everyone to be able to read and understand content, but we also know that there are industries where the language used is totally different from what ordinary people would use. That’s perfectly fine. Find out what works in your case. Need help? Please read our ultimate guide to SEO copywriting.

Try it out!

The readability and content analyses of Yoast SEO help you to write excellent, SEO-proof articles that are easy to grasp for anyone. In doing so, you make sure that every piece of content you write is ready to start ranking in search engines, while staying enjoyable for readers. Don’t have Yoast SEO yet, or want to take advantage of the awesome additional features our Premium plugin offers? What are you waiting for?

Read more: How to use the content & SEO analysis of Yoast SEO »

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Don’t make your focus keywords too long

It can be a great strategy to focus on long-tail keywords. But don’t go overboard! If you make your keyphrase too long and use it often in your copy, the quality of your copy might suffer. That’s why Yoast SEO checks if your focus keyword isn’t too long. How does that work? And, what should be your strategy for those long keywords? Let me tell you all about long focus keywords here.

Focus keywords and focus keyphrases

If you’re using our Yoast SEO plugin to optimize your posts and pages, you’re probably used to filling out your focus keyword or phrase: the word(s) you want that specific post to be found for. A focus keyword hardly ever is a single word though; It usually consists of a few words. Therefore, we renamed it focus keyphrase a while ago.

For instance, if you want your blog post to rank for the term [raspberry flavored green tea], you should enter these words in the focus keyphrase field. The plugin will then give you pointers on how to optimize your post for that term. Choosing what terms you want to be found for is hard – the competition is fierce! – so you’ll need to do some proper keyword research to come up with the right terms.

Read more: How to choose the perfect focus keyphrase »

Why long keyphrases?

Using long keyphrases can be a good SEO strategy. A longer keyphrase means more specificity and less competition in the search engines. That’s why focusing on very specific, long-tail keywords might get you higher rankings and more, high-quality traffic to your website. Combining such a strategy with cornerstone content and a great internal linking structure is very smart.

But why then, do we throw off a warning when your focus keyphrase is too long?

What’s too long?

To answer this question we’ll have to explain a bit what Yoast SEO does with your keyphrase, and which words in the keyphrase we count when assessing your keyphrase length.

Yoast SEO mimics Google

Google is capable of recognizing the separate words from longer search terms, even if the words are not in the exact same order as the query. For instance, if you Google [easy to use and short site structure guide] you’ll get these results:

Google highlights the words (and word forms) of your keyphrase in the search results

You can see that Google highlights the words (and different word forms) of this search term in the search results, even though they’re not in the exact same order as the original query.

Yoast SEO tries to mimic Google’s behavior. It chops your keyphrase into pieces and then uses these words in various SEO assessments. For instance, in our keyphrase density check, we’ll check whether these words appear close to each other somewhere in your copy. We won’t look for an exact match of the focus keyphrase in this check, because if you write naturally you’d probably variate the order of those words in your sentences.

In particular languages, we’re even able to filter out function words like “the” or “and” or “if”. We’ll just keep the so-called “content words“, which carry the most meaning. And, in Yoast SEO Premium, we’re also able to check for different word forms and synonyms of the words in your keyphrase.

The keyphrase length assessment

Back to the length of your keyphrase. In Yoast SEO, we’ll check how long your keyphrase is. And we’ll provide you with feedback if it’s too long. If it’s too long this might jeopardize the readability of your copy. Imagine using [easy to use and short site structure guide] more often in your copy. Even if you don’t have to write those exact words in the same order, this will probably result in a strange and unnatural text.

The boundaries we use for this assessment depend on whether we can take out the function words for your language or not. If we can, the boundary is four words. If we can’t take them out, the boundary is six words. If your keyphrase is longer than that, you’ll find an orange or red bullet in the SEO assessment of your post!

What should you do with those extra words?

If you’re on Yoast SEO you should reduce your focus keyphrase to the most important words you want this post to rank for. Of course, you can use the other words in your copy as well. But in order to be able to see if you use them often enough (and if you could rank for them!), you should use the related keyphrase functionality in Yoast SEO premium.

For example, if you want to rank for the keyphrase [easy to use and short site structure guide], I would advise optimizing your post for [easy site structure guide] and use the related keyphrase field for [short site structure guide]. Of course, you can use this field for more topical keyphrases too. In this case, [internal linking] would be a nice, on-topic example. If you optimize your posts this way, you’ll make sure you’re optimizing for all the specifics of your long-tail focus keyword.

This functionality of Yoast SEO Premium enables you to focus on multiple aspects of a long-tail keyword. The readability of your text will not suffer, and you’ll still make sure you cover all the aspects of a long search term in your writing. Plus, you’ll be able to enter synonyms of your keyphrase too! Read here why you should use synonyms in your text.

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Why you should use synonyms and related keywords

SEOs like keywords. These are the words people search for. The words that make your posts and pages rank. You put a lot of effort into finding that perfect keyword to optimize your article for. So, why shouldn’t you use that exact keyword over and over again? Why should you use synonyms and related keywords? Will doing that help improve your rankings? Well: Yes! As a matter of fact: using synonyms and related keywords the right way will most definitely help you rank. In this post, I’ll explain why. 

A good writer mixes things up!

The most important reason why you should use synonyms and related keywords is because it will make your text so much nicer to read. If you write a text about ‘candy’ and you use the word ‘candy’ in every other sentence, your text will get boring. Your readers will stop reading and click away. You’ll lose your audience. That’s why you should mix things up. Words like ‘sweets’ and ‘delicacy’ could serve as synonyms for ‘candy’. Related keywords would be ‘chocolate’ and ‘sugar,’ which aren’t real synonyms for ‘candy’, but still relevant. 

For a text to be attractive to a reader, it should be very varied. You can vary with a lot of things. For instance, you can try to alternate long sentences with shorter ones. That makes a text much more attractive. You can also try to alternate the sequence of words. But the most important tool is to vary with the exact words you use. Especially if you’re trying to rank for a long tail keyphrase such as ‘candy store New York’. Using that exact key phrase in a lot of sentences will make it awful to read. Using synonyms and related keywords, on the other hand, makes a text much more attractive.

But wait: what about keyword density?

Of course, it is important to use your focus keyword regularly, but you should not overdo it. In the old days, SEOs tended to stuff their texts with a lot of keywords. That way, Google would understand what the text was about and rank it accordingly. But Google is not that stupid anymore. It can read and understand texts. 

If you search for ‘candy store New York’ you’ll get results from Google with content from ‘candy stores’ as well as ‘candy shops’. Google understands that ‘store’ and ‘shop’ are synonyms, and treats them as such. 

Snippets from the search result page for the search ‘candy store New York’

It is important to use your focus keyword a few times throughout your post. The focus keyword is the word or phrase your audience is searching for. That exact match remains important. These are the words your audience uses, the words your audience expects to find. But, instead of using your focus keyword over and over again, you should mix things up with synonyms and related keywords.

How often should you use synonyms?

The usage of synonyms versus the use of the focus keywords is no exact science. The most important criterion is the reader. So, read and re-read your text. Is it text nice and easy to read? Or are you getting annoyed by the constant use of a certain term? Let other people read your text. Ask them for feedback. 

If you need more guidance, Yoast SEO will help you to use synonyms and related keywords as well. In Yoast SEO Premium, you can add synonyms of your focus keyword. The plugin can check if you’ve used those synonyms in, for instance, your meta description, introduction, subheadings or image alt text. Moreover, our keyphrase distribution check (added in Yoast SEO 7.8) will reward you for alternately using your keyphrase and its synonyms throughout your text.

One step further: use those synonyms to your advantage

Google understands texts and takes related concepts and synonyms into account. In the old days, Google wasn’t that smart. But nowadays, it wants to serve its users the best result. It is able to recognize related entities. In the end, Google just wants to serve readable texts.

So make sure you deliver! Think of synonyms for your keyword or keyphrase and use them to your advantage. Take a moment and try to come up with a few alternatives for your keyword. Think of things that are strongly related to your keyword. Enter these words in our SEO analysis and make sure to use those in your text. You’ll increase your chances to rank, and more importantly: your content will be more pleasant to read if you use synonyms and related keywords!

Conclusion

Keywords remain essential. These are the words your audience is searching for. People searching for ‘candy’ will probably not click on a result with ‘delicacy’ in the text. If you search for ‘candy’ you’ll expect to see that exact word in the search results. Therefore, exact match keywords remain the most important keywords.

That being said, synonyms and related concepts are very important as well. You just need those to write a readable text. You can’t repeat yourself over and over, especially if you’re optimizing your text for a long tail keyword. Furthermore, using synonyms and related keywords may create ranking opportunities you’d otherwise have missed. In Yoast SEO premium, we offer all the features you need to take into account word forms, synonyms and related keywords. 

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How to Yoast your post

Do you want your articles to be as well optimized as possible? Do you aim for that number 1 position in the search results? And do you madly chase traffic and clicks? It’s not easy to achieve all these things entirely on your own, but luckily, Yoast is here to help. In this post, we’ll talk you to the process of optimizing your post in the best possible way. We’ll explain the five steps on how to Yoast your post.

Writing comes first, Yoast comes second

Optimizing your post is important, but should never come first. Writing has three phases. It doesn’t really matter if you’re writing a blog post or an article, or a novel even. First, you prepare, then you write and finally you edit. In that final editing phase, you will be able to Yoast your post.

Preparation is key

Before you start writing an article you should ask yourself some questions: What will be the main message of your post? What do you want to tell people? And: who are my readers? What search terms do I want to be found for?

You need to know who you are writing for and what their goal, or search intent is. What does that mean for the keywords you should use to be found in the search engines? You should take some time to think about what you want to tell your audience and what the structure of your text will look like. Preparing your blog post is crucial. If you do not think about these questions long and hard, you’ll make mistakes like addressing the wrong audience, focusing on the wrong keywords or writing an article that’s badly structured and unfocused.

Write your content

After you’ve thoroughly prepared your blog post or article, you can start the writing phase. Make sure to start with filling out your focus key phrases and synonyms. What are the terms you want to be found for?

Writing should be something you just do. In the preparing-phase you have thought about what you’re going to write, so, in the writing phase, you should just go with the flow. Don’t overthink. Don’t be afraid to make mistakes. You’ll have the third – and most important phase- to correct and Yoast your post.

Editing: let’s Yoast it!

In the final phase, the editing phase, you’ll be able to really Yoast your post. So, let’s look at the five steps you should take in order to optimize your post to the max.

  1. Make sure your text is readable

    The first step on how to Yoast your post is to check out our readability analysis. You could keep an eye on our readability analysis during your writing phase too, if you like. If your overall readability analysis is green, you’re good to go. But, perhaps, you use sentences that are a little bit too long. Or, you have been using the passive voice too often. Correct those readability issues and make your text nice and easy to read. Check out our article about the readability analysis for more tips.

  2. Check out your snippet preview

    You want people to click on your results in the search result pages. In order to make your result stand out, you need to write a kickass meta description. Let people know they’ll find what they’re looking for on your site! So make an effort and choose a title and a meta description that really stands out. Read our article on how to use Yoast SEO to write an awesome meta description if you want more practical tips.

  3. Which SEO bullets need improvement?

    The third step on how to Yoast your post is to check out the SEO analysis. Which aspects of your SEO need improvement? Perhaps you should use your keyword or its synonym a bit more often? Or maybe you’re already overdoing it? What about headings and images?

    Check out the problems and improvements the Yoast SEO analysis indicates. Usually, you can easily make some tweaks that’ll make your copy a little better optimized for the search engines. But don’t overdo it! You do not need all green bullets. If your overall SEO bullet is green, you’re good to go!

  4. Add those internal links

    To really Yoast your post, we would advise you to take some time to think about your internal linking structure and to work on improving it. Are you linking to your most important articles? Are you linking to the articles that are most closely related to the article you’re currently writing? Make sure your site structure is tip-top. This will pay off in terms of rankings. Read more about the power of internal linking in our article about why you should use Yoast internal linking.

  5. Read and reread!

    Our SEO analysis is a tool. It is not just any tool, we’ve thoroughly evaluated all of the checks in a recent recalibration project. That being said, it remains a tool. You should always think for yourself. Read your blog post after you’re done editing and optimizing. Reread it. Let other people read it. That’s the final step to get your blog post to that next level.

Yoast your post

Writing is hard. Optimizing your post is hard. Yoast tries to make it a bit more easy for you. We’ll check things and make suggestions for improvements. We’ll help you to Yoast your post. But in the end, it’ll always remain hard work.

Good luck! Let’s Yoast it!

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