What is storytelling and why should you use it?

Once upon a time, there was a young girl. She was 9 years old and her name was Wende. Wende was incredibly intelligent, yet she had a hard time learning things by heart. No matter how hard she tried, she just could not memorize the planets of the solar system. It just did not stick in her head. One day her teacher told her a story about all the planets. A story about how the sun was lonely and Mercury was his first friend. How Mercury fell madly in love with Venus and how Planet Earth got jealous. After telling her the story, Wende was able to remember all of the planets in the right order. Why? Because of the magic of storytelling. Wende could remember the story and with that, she could remember the planets.

In this blogpost, I will tell you what storytelling is and why it is an important tool to use in the texts on your website. This post will be the first of a series of blog posts about storytelling.

What is storytelling?

The word storytelling pretty much speaks for itself. Storytelling is about telling stories. It is about using stories to engage your audience, or to make something more clear. Photos, pictures and film of course really help to tell a good story too.

Stories have always been a way to communicate. Before people learnt how to write, they would tell each other stories. Stories are much easier to remember than simple facts. That’s why Wende from the story remembered the planets. Also, stories are enjoyable, they stimulate your imagination. That’s why parents tell their children stories. That’s why we like to see movies and read books. People love stories, people are addicted to stories.

Some examples of (great) storytelling

In 2017 I visited a conference and I saw David JP Phillips on stage. He talked about the magical science of storytelling. I was blown away. His tolk was such an inspiration for me. Two weeks later, I had to speak at a WordCamp and I was so very inspired by David’s talk, that I did some storytelling of my own.

Next to using storytelling in presentations, you can use it in writing. Lots of travelblogs, personal blogs or momblogs use storytelling throughout all of their posts. Geraldine de Ruyter has a really funny blog about travel and many other things. Every post is a little story on her blog. But even informational blogs could use storytelling by adding an anekdote or an example. In my post about site structure and why it is important I used the exact same story as in my presentation at the WordCamp.

Storytelling

Why use storytelling?

Using storytelling in your blog post will – if you do it the right way – make your post a more engaging one. Your blog post will become something people want to read. Stories increase the attention of your audience.

If you use stories the right way, stories will help you to make your message more clear. Stories can help you to provide proof for your argumentation. They can add clarity. My story about Alice (screenshot above) is written in order to help people understand the importance of a clean site structure. This is a rather difficult subject to grasp. A story adds clarity.

Most importantly, people will remember your story, and with that, they’ll remember the message of your post or even your brand. If you use stories in a good way, you could even inspire people to take action. Maybe you’ll inspire people to clean up their website or to get started with storytelling in their blog posts and presentations.

Up next in this series

If you Google ‘storytelling’ you’ll see amazing things. Lots of online storytelling is about brand storytelling. Perhaps I’ll write a blogpost about that in the future. For this series, I’ll be focussing on using storytelling in your writing. And, I will also focus on the topic of storytelling and SEO.

In the next post in this series about storytelling, I want to focus on how to use storytelling in a blogpost. I want to start off by discussing the elements that are necessary for a good story. Also, I will share some practical tips and examples of how to start using storytelling in your blogposts.

If you have nice examples of your own use of storytelling, I would love to see those! Maybe I can even share a few of your examples in one of my next posts!

Read more: Blogging: the ultimate guide »

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Why you should try out the new Yoast SEO analysis

In next couple of months, Yoast SEO 10.0 will see the light of day. In it, you’ll find a brand new SEO analysis. One that’s based on thorough SEO research. Last year, we evaluated all existing assessments and added new ones to make the analysis reflect the search engines of today. You can now try out this brand new analysis! In Yoast SEO 9.4 you can easily switch from the current to the new analysis (and back). So, go ahead and see if your content meets the SEO standards of today! We’d love to hear your feedback.

Why a new analysis?

Search engines evolve. What used to be important a decade ago might not be relevant today. As search engines become smarter, our SEO analysis should too! That’s why we decided to test if all our checks are still relevant.

A multidisciplinary team, consisting of SEO experts, linguists and developers, scrutinized the SEO analysis: Are some SEO assessment redundant nowadays? Should we add new ones? Or change the weight of certain factors? We checked all of them, removed some, added a new assessment and adapted the calculations. For details on the changes in the new analysis, please check the release post of Yoast SEO 9.4.

This video shows why and how we changed the Yoast SEO analysis:

Why try it out?

This is your chance to find out if your content stands the test of time! Try the most advanced SEO analysis out there. See what happens to your posts’ scores. Are they still optimized, do you still get an overall green bullet for your post?

Of course, we tested this new version extensively. But before we push this change to millions of Yoast SEO users, we like to see how it works with your content. Your feedback will help us fine-tune the analysis before we release Yoast SEO 10.0.

What happens if you test?

First of all: don’t fret! Nothing will happen to your posts or their rankings. It’s just the SEO scores that will be recalculated. And that’s what we’re interested in. Did your scores change? Did you get more green or red bullets? How do you feel about the new assessment? Do you think the feedback you get on your content makes sense?

If you participate, we’d like to ask you some questions about your experiences. So, if you switch to the new analysis, you’ll receive two short questionnaires we’d like to ask you to fill out: one a couple of weeks after you switched, and one after you’ve been using it for a while. Please share your thoughts, because we value your feedback!

How do you participate in this test?

Switching is easy. Go to the Yoast SEO settings in the sidebar of your WordPress dashboard. Click on General and select the features tab. You’ll see this screen:

recalibration toggle yoast seo 9.4

Here you use the toggle to turn on the new Yoast SEO analysis. That’s it! Now your content will be analyzed according to the latest standards in SEO. Don’t like it? You can easily toggle back to the old analysis too!

Make sure that you are updated to Yoast SEO 9.4 in order to try the beta!

Any questions? Feel free to ask them in the comments!

Read more: Yoast SEO 9.4: Help us beta test the new Yoast SEO analysis »

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Copywriting for mobile

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’ »

Improve your site’s structure in 4 simple steps

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’ »

Ask Yoast Case study: SEO for architects

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’ »

SEO for a new website: the very first things to do

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?’ »

How to use the text link counter‎

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’ »

Ask Yoast: Meta descriptions and excerpts

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’ »

Why you should use the Yoast SEO text link counter

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’ »

How to use headings on your site

Headings help users and search engines to read and understand text. They act as signposts for the readers, and make it easier for people to understand what a post or page is about. Headings also define which parts of your content are important, and show how they’re interconnected. Here, we’ll give you pointers on how to think about and use headers to improve your content.

Why use headings?

Use headings to show text structure

Headings are signposts that guide readers through an article. Because people tend to read them carefully, they should indicate what a section or paragraph is about, or people won’t know what to expect. Also, headings may help them get back on track if they get lost.

For web copy, it’s good practice to make sure that your headings are informative to the reader. Some people like to tease their audience in the headings, trying to entice them to read further. While that can work very well, it’s easy to get wrong. Remember that the main focus of headings should be on the content – and the main purpose of headings should be to make the text easier to read and understand.

Read more: Why text structure is important for SEO »

Use headings to improve accessibility

Heading structure is important for accessibility as well, especially for people who can’t easily read from a screen. Because headings are in HTML, a screen reader can understand the article structure and read all the headings out loud.

By reading or listening to the headings in an article, visually impaired people can decide whether or not to read an article. Screen readers also offer shortcuts to jump from one heading to the next, so headings are used for navigation as well.

Don’t forget that, in many cases, what’s good for accessibility is also good for SEO!

Read more: 5 easy accessibility improvements »

Use headings to improve SEO

It’s generally agreed that how you use headings doesn’t specifically impact your SEO; making minor tweaks to individual headings likely won’t help your performance. There are indirect benefits, though. Using headings creates better quality, more easily readable text. Better text is better for users, which is better for your SEO.

And headings give you a great chance to use your focus keyword (or its synonyms) prominently, to make it really clear what the page is about. But it’s important not to over-do it. It shouldn’t feel unnatural or weird, and if it does, that’s probably because you’re trying too hard, or over-optimizing.

So with headings, you should always put the user first. Use them to add structure and signposts to your content, and to describe what each section is about. If your headings let users know what your article is about, they’ll help Google to understand, too.

How to use headings in content

How headings work in WordPress

NOTE: There are two different sets of ‘rules’ when it comes to how to use HTML heading tags; the ‘classic’ approach (from the HTML4 standard), and, the ‘modern’ approach (from the HTML5 standard). We’re going to focus on the classic approach, as there are some usability and SEO challenges with the modern approach (you can read more about that here).

When you’re editing an article in WordPress, you’ll usually see different ‘levels’ of headings in the text editor – from ‘Heading 1’ to ‘Heading 6’. These are ordered by size, and by importance. A ‘Heading 2’ is more important than a ‘Heading 4’.

Behind the scenes, these are converted into HTML heading tags; from `<h1>` to `<h6>`. Your theme probably uses these HTML tags in its templates, too.

That’s why, when we talk about how to structure headings and content well, we talk about ‘H1’ tags, ‘H2’ tags, and so on. We’re referring to the underlying HTML code.

Learning the rules

Your H1 isn’t the same thing as your page title. For more information, you can read about the difference between and H1 and the SEO title.

Firstly, you are limited to using one H1 heading on each page – Yoast SEO’s content analysis checks this. The H1 heading should be the name/title of the page or post. On this page, that’s “How to use headings on your site”. You can think of your H1 like you would think of name of a book. On a category page, your H1 would be the name of that category. On a product page, it should be the product name.

Then, as you write your content, you can use H2 and H3 headings to introduce different sections – like the “Learning the rules“ section which you’re currently reading, which sits within the “How to use headings in content” section. Think of H2 headings like the chapters of a book. Those individual sections might also use more specific headers (h3 tags, then H4 tags, etc) to introduce sub-sections.

It’s rare for most content to get ‘deep’ enough to need to use H4 tags and beyond unless you’re writing really long, or really technical content.

An example heading structure

Let’s say that we have a blog post about ballet shoes. We’ve chosen “ballet shoes” as our focus keyword, and written an article about all of the reasons why we like ballet shoes.

Without headings, there’s a risk that we might end up writing a really long, rambling piece which is hard to understand.

But if we structure things logically using headings, we not only make it easier to read, we help focus our writing.

Here’s what the structure of that post might look like:

  • H1: Ballet shoes are awesome
    • H2: Why we think ballet shoes are awesome
      • H3: They don’t just come in pink!
      • H3: They’re good for more than just dancing
      • H3: They’re not as expensive as you think
    • H2: Where should you buy your ballet shoes?
      • H3: The 10 best ballet equipment websites
      • H3: Our favourite local dancing shops

See how we’ve created a logical structure, using H2 tags to plan out sections, and H3 tags to cover specific topics? You’ll see that we’ve done the same thing in the post you’re reading, too!

We’ve also tried to mention our focus keyword – as well as some related terms – a few times (but only when it makes sense), and to outline the structure of the page. We’ve also tried to promise the reader something in each section, to encourage them to read through.

This is a good example of how your headings should be structured in medium-length article. For a shorter article, you should use fewer (or more general, high-level) headings. If you want to go into much more detail, there’s nothing stopping you from using H4 tags to create even ‘lower-level’ sections!

Headings in WordPress themes

Most themes will use headings as part of their HTML code, but some don’t follow best practice.

Almost all themes will automatically use the name of your article in a H1 tag. This is helpful, because it means you don’t need to repeat the post name inside your content.

Unfortunately, some themes use tags incorrectly – they use tags in an illogical order (e.g., a H4 then a H2), or use tags messily in sidebars, headers and footers. This can cause problems for accessibility, as the order of your headings might not make sense. Users, search engines and assistive technologies usually look at the whole page, not just your content area.

If you have a custom theme, you might be able to fix this by adjusting your HTML code. If you’re using an off-the-shelf theme, you may need to reach out to the developers.

Either way, you should check that your headings make sense on each template type!

Check your blog’s headings

Using headings well is helpful for your users, increases chances of people actually reading your article, improves accessibility and might even contribute to SEO. So add them into your copy – just make sure you use them correctly! If you want to check if you do, go and use the now to check your blog’s outline. When you’ve read and understood all the above, you should now be able to determine whether your theme is doing a good job.

If you’re still using the Classic Editor in your WordPress website, you can test your published article via the W3 Validator.

If you’re using the Block Editor in WordPress, there’s a handy button in the upper left of the content editing screen, which shows an outline of the page you’re editing.

If you’ve structured your content well, it should look something like this!

Headings in the block editor in WordPress

Read more: WordPress SEO: the definitive guide to higher rankings for your WordPress site »

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