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’ »

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

First impression

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

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

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

Homepage example of Slemish Design Studio Architects

Beautiful images, too little text

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

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

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

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

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Structure your text

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

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

Headings Slemish Design Studio Architects

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

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

The right metadata

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

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

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

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

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

Add more relevant content to your blog

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

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

Blog post of Slemish Design Studio Architects

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

Keep reading: ‘Blogging: the ultimate guide’ »

Create strong cornerstone content

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

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

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

A fast loading website

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

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

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

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To sum it up

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

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

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

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

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

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First: you’ll need to have an external link

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

Why do you need an external link?

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

Read more: ‘What does Google do?’ »

Next step: tweak your settings…

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

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

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

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

Important third step: keyword research

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

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

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

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And then: write, write, write

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

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

But also: improve those snippets

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

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

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

Think about site structure

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

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

Finally: do some link building

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

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

Text without headings is terrible to read. Headings and subheadings are the most important anchor points a reader has in the text. People tend to read those more carefully and use headings to determine what a text is about. This means headings are essential to help people figure out whether they want to read a text. So, how do you use headings properly on your site? And are they of any importance for SEO? I’ll tell you all about that here. 

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Headings and text structure

Headings are anchors that guide readers through a text. People tend to read those headings carefully. Headings should therefore indicate what a paragraph is about, otherwise people won’t know what to expect. Moreover, if they get lost in (poor) writing, looking back to the heading may help them to get back on track.

Reading from a screen is hard. People easily get distracted and loose track of the story you’re trying to tell in your blog posts. Headings will help people to stay on track, to grasp the message of your post.

For web copy, I’d strongly recommend to write headings that are informative to the reader. Some people like to tease their audience in the headings, trying to seduce them to read further. That can work beautifully. However, the main focus of headings should be on the content. And the main purpose of headings should be to make the text more readable.

Keep reading: ‘Why text structure is important for SEO’ »

Headings and SEO?

People like putting their focus keywords in headings and some believe it’ll directly result in higher rankings. I’m not sure about that. Still, your focus keyword should definitely be in a subheading. If you’re trying to rank for it, you’ll have to write about it. It only makes sense that you mention the main topic of a blog post in one or more headings. It shouldn’t feel unnatural or weird using your focus keyword though, then you’re probably trying too hard – or over optimizing.

Although not a major ranking factor, headings do affect SEO. That’s because headings are important to users. They help readers to figure out what a text is about. And if readers use headings to figure out what a text is about, Google will too.

Use of headings

Sometimes developers also talk about headings. They usually talk about <H1> and <H2>, <H3>, <H4>. Just to translate a little: H1 is the title of the page or the blog post, and you should only use it once. The other headings can be used multiple times, as long as it makes sense. It’s a hierarchical structure, so before you use H3, you should have used H2. But you can go back and use H2 after you’ve used H3. Here’s an example of a heading structure:

H1: Ballet shoes are awesome

H2: Why ballet shoes are awesome

H3: Ballet shoes are pink

H3: Ballet shoes are flexible

H3: Ballet shoes are cheap

H2: Where to buy your ballet shoes?

H3: Online stores

H3: In your hometown?

H2: Wrapping it up.

You can use H4, H5 and H6, if you want to, as long as you make sure to use H4 before H5 and H5 before H6, and so on. I usually stick to using H2 and H3 though.

Headings and accessibility

The heading structure is important for accessibility as well, especially for people who can’t read well from a screen. Because headings are in HTML, a screenreader can make an outline and read all the headings out loud.

By reading or listening to the headings online, visually impaired people can make their decision whether to start reading an article. In addition to that, screen readers offer shortcuts to jump from one heading to another, and this way, headings are used for navigation as well.

Don’t forget your 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 in your copy, the right way!

Read on: ‘Headings and why you should use them’ »

Writing about SEO is easier than implementing best practices on a website yourself. Every site is different and every type of site presents its own challenge. We know that, and that’s why we started our Yoast Case studies, in which we scrutinize an existing site and give the owner practical advice on how to optimize it. In this third case study: SEO of a photographer’s site.

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Photography and SEO

In this case study, we dive into the site of a photographer: geoffwilkings.com. Geoff is curious what he could do to improve his website’s SEO. He’s told us he’s 100% about photography and photos but knows he needs textual content to rank. He does have a blog and he wonders if he is writing clear enough for prospects and search engines. Let’s have a look at different aspects of his photography website to see what’s good and what needs improvement.

Of course, a website is a work in progress, so while we reviewed his site, Geoff already made some changes to it. This means that what you see on his site might differ a bit from the screenshots below. But we’ll keep them here because we think they serve as nice examples!

Every website needs content to rank

Photos vs. textual content

It makes sense that photographers want to present their work on their website. The photos show their style and by adding lots of photos, they try to convince visitors of the quality of their work. Displaying great photos will, of course, increase the chances of people wanting to hire you, as a photographer. But what does it mean for SEO?

Adding content is one of the main things you need to do to make your website rank, as you might know. The content shows the search engines what the website is about and for what queries it should rank.

Content can consist of textual content but also photos, images and videos. For search engines, textual content is the most valuable content; it helps them determine what the website is about. So, for a photographer’s website, it’s essential to make sure there is enough textual content for the search engines to understand what every page is about.

Geoff’s site

If we look at Geoff’s website, we are in awe of his skills as a photographer: such beautiful pictures! You might just want to get married to get some fairytale-like photographs like that ;-)

There are things he could do though, to make his photos better findable. If we look at this gallery page, for example, we only see one photo on the URL:example of a gallery page with just one photo

Although Geoff added a great filename to the photo, a clear alt text and all the other meta data, it’s still hard for search engines to determine why this page should rank above other pages. Besides that, this gallery page contains only one photo, and therefore Google probably considers it a thin content page, leading to lower rankings. Lastly, since every photo is on a new URL, it’s harder to make all these different URLs rank.

To make these URLs rank there is a need for textual content, so we recommend adding relevant information about things like location, the couple, the theme and other nice things about the specific wedding. By adding textual content, it’s also possible to add an H1 heading to every page which is beneficial for SEO. Lots of pages don’t have an H1 heading at the moment.

After providing this feedback to Geoff we understood that there was some content, but it’s hidden. You can find it if you click on the comment icon on the right side of the photo. Unfortunately, we can’t view this content in the source code, which means Google can’t see it either. So we’d recommend to add it below the photo. Using keywords like wedding photography and the location might help him rank locally.

Improving User Experience for more conversions

Usability and SEO

Improving user experience is increasingly important and should go hand in hand with working on SEO because Google uses ‘user signals’ to determine the relevancy of a website:

If visitors leave your website very fast, search engines consider this a negative signal, because the website probably doesn’t show the information the visitor is looking for. On the other hand, spending lots of time on a page is a positive signal and search engines might rank you higher. This kind of data helps Google to determine the relevancy of a website for a specific search term. Google wants to show the best result on top of the search result pages and if your website is user-friendly, Google will notice this in the user data.

Geoff’s homepage

Looking at the homepage of Geoff’s site – again, such a beautiful picture! – we think a clear call-to-action is missing. It could be that the ‘Enter here’ is meant as a call-to-action, but the ghost button makes it very hard to read:

no clear call to action on the homepage

On top of that, ‘Enter here’ is not the best text for a call-to-action and if you click on it, you’ll end up on a gallery page. We recommend adding a call-to-action button with a text such as ‘Hire us’ or ‘Check if we’re a good match’ or ‘Contact us’, which leads the visitor to the respective page with more information.

Another improvement for the homepage is the formatting of the text. At the bottom of the homepage, we noticed a lot of text and the font of this text seems to be quite small. We recommend using a minimum of 16px to make sure it’s easy to read for visitors. Also, Geoff might want to use copy like this on other pages than his homepage, because ranking with other – more specific – pages than a homepage might be a more feasible strategy.

Geoff’s menu

Looking at the menu of the website, we believe there are too many options. To provide a good user experience, visitors need to find in a few seconds what they’re looking for. Offering too many choices makes this harder. Geoff could, for instance, consider cutting down the number of sub items in the drop down menu of ‘Info’.

to many sub items in the menu
Value of a blog

Blogging and SEO

Having a blog can be beneficial for your site’s SEO because it’s a possibility to add new content regularly, which Google likes. On top of that, it enables you to add more relevant content with internal links to your other pages which makes it easier to rank. Lastly, when other websites think that your blog posts are valuable and relevant to their websites, they’ll probably add a link to your blog. Increasing the amount of backlinks to your site helps a lot when you want your site to rank.

Geoff’s blog

Since we’re blogging a lot at Yoast, we’re always curious to see blogs of other websites. We were so excited to find out that Geoff’s website has one! Clicking through to the blog, however, tempered our excitement: the blog opened on another domain. This, unfortunately, means that the value of the blog doesn’t add much value to Geoff’s main website. We advise Geoff to move his blog to his main domain, a better URL to use would be, for instance, geoffwilkings.com/blog.

Read more: ‘Separate domains or not?’ »

In addition to moving the blog to the same domain, we’d advise choosing a different layout for the blog’s main page. Now it just shows just a large video above the fold. But when visitors navigate to your blog, they want to see what kind of posts you write and probably get inspiration. We recommend showing some excerpts of Geoff’s blog posts above the fold to make sure visitors know immediately that they landed on his blog.

When clicking through the blog posts, we did like what we see! For instance, some nice atmospheric posts about shootings for an engagement and a wedding, and a good explanation about retouching photos (we love the slider effect).

Technical SEO improvements

Let’s dive into the technical SEO aspects. We’ve crawled the website to check whether there are huge problems. We need to say that the website is doing a pretty good job! The only thing we’d like to mention is the use of canonicals. We noticed that most pages don’t have a canonical. At Yoast, we prefer to have a canonical on every page, so we’d advise having self-referencing canonical URLs. Joost explained this very well here: rel=canonical: the ultimate guide.

Is it possible to have a fast loading website if you have lots of high-quality photos?

Speed is often an issue on photographer’s websites. Because of the file size of the images, those websites tend to load quite slow. Since page speed is an actual ranking factor, it’s important to make the website as fast as possible. Analyze your website with the Google PageSpeed Tool and if the tool tells you that you need to optimize images, do so. This can be beneficial for your site’s SEO.

We did this check for Geoff’s site and we were pleasantly surprised! The website has a score of 73/100. Of course, Geoff can improve this score, but we can tell you, we’ve often seen photographer’s websites with scores below 50. The tool recommends to ‘Optimize images’, but it only mentions one image mentioned, so good job!

Are you a photographer as well and are there more images mentioned in the tool? In this post about image optimization, we’ll explain how to reduce the file size of your images, but maintain the same quality.

Lastly, there are some improvements to make regarding the use of JavaScript and CSS, in optimizing browser caching and enabling compression. We recommend Geoff to work on these issues (perhaps together with a developer) to make his website lightning fast!

Finding a photographer on a mobile phone

Imagine you’re getting married. Right after you decided to get married, you probably grab your phone for some inspiration and ideas! This means that as a photographer, you need to make sure your website works just as well on a mobile phone as it does on a desktop.

Checking the website of Geoff on a mobile phone, we noticed that no content is visible above the fold – the part of the website that is visible without scrolling. This means that the website looks like this:

on mobile

You probably understand that this view isn’t very attractive to visitors who visit the website for the first time. Grab the attention of the visitor immediately by adding some introductory content and a call-to-action. Or a stunning photo with a call-to-action. We recommend checking your website on mobile regularly to see whether you can use the same content as on the desktop.

We provided this feedback to Geoff and we’re really happy to hear that he already changed this! You’ll now see a much better version of his homepage on mobile!

Our summary for Geoff

We enjoyed checking your website, Geoff. You have some stunning photos on your site, and that’s, of course, the best basis for a photographer. On top of this, you run a blog! Our most important recommendation is to move your blog to your main domain, so the value of it contributes more to your site.

Furthermore, you could improve the call-to-action on your homepage, simplify your menu a bit and add more (textual) content to your gallery. And last but not least, try to give your mobile users an awesome experience too. For the rest, keep up the great work!

Keep reading: ‘Blogging: the ultimate guide’ »

Writing blog posts can be big fun. For some of you, blogging can be quite a challenge as well. What should you write about? What to do if you’re out of inspiration? How do you get engagement on your blog posts? And how do you market and monetize your blog? This ultimate guide covers all important aspects of blogging. 

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Why blog?

If you have a website, you should blog. At least every now and then. Blogging is great for SEO and it’s a valuable marketing tool. On top of that, it can be great fun!

Blogging for SEO

Adding content on a regular basis should be part of every sustainable SEO strategy. It allows you to rank for new keywords and to keep ranking for those you’re already found for. If you blog regularly, Google will regard your site as active, alive and relevant. This will definitely help your rankings.

Blogging as a marketing tool

A blog is a great marketing tool for every website. In your blog, you can tell readers about your brand, your products and perhaps even about yourself. Maintaining a blog also allows your readers to get more acquainted with your brand and your products.

Read more: ‘To blog or not to blog’ »

Setting up a new blog

If you’re just starting a new blog, it pays off to think a little bit before you start. Just take some time to contemplate about your niche and to do some proper keyword research. And don’t forget to structure your blog in a smart way. It will save you a lot of work later on, if you first think through how you want to set up your blog.

Keep reading: ‘How to start a blog’ »

What to blog about?

You can’t blog without ideas. And you’ll need a lot of ideas to maintain a successful blog. But how do you come up with all these ideas?

Keyword research

You’ll have to decide what terms you want to be found for before you start writing content. To decide that, you’ll have to get inside people’s heads and find out what words they use while searching. Eventually, you can use exactly these terms in your content and make sure you start ranking for them. Keyword research is the first step in SEO copywriting and an essential part of any SEO strategy.

Read on: ‘Keyword research: the Ultimate Guide’ »

If you’ve done your keyword research properly, you’ll end up with a long list of keywords you’ll be writing content about. A word is not yet a topic though. Besides a keyword you’ll need an angle or a specific story around a keyword to write a blog post.

Inspiration for your post?

Current events, your own work, and comments of your readers can give you inspiration for new blog posts. Reading a lot is also a good idea to find inspiration. Read magazines, newspapers, and other blogs. Tip: keep a list of ideas for new blog posts on your mobile phone. Inspiration comes when you least expect it.

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

How to write a high-quality blog post?

Writing requires some skills. For some people, writing is really hard, while for others it just comes naturally. Below we’ll provide some tips to make the writing process easier. But first, we’ll describe two important aspects of high-quality blog post, originality and readability:

Original content

Your blog post should always contain original content. It should be fresh, new and original. Your post should be different from all the other blog posts and articles about the same topic that are already on the internet. It should be something that people will want to read.

Keep reading: ‘The importance of original content for SEO’ »

 

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Readable content

After you’ve written a post with original content, you should make sure it’s readable too: your article should be easy to read. Readability is important for your audience. If your text is well structured and clearly written, people will understand the message of your text. On top of that, readability is also important for SEO. People read your text, but Google reads texts too. If your text has the characteristics of a text that is easy to read, like a clear structure with subheadings and logical paragraphs, it’ll have a higher chance to rank in the search engines.

Read on: ‘Does readability rank?’ »

Practical tips on how to write awesome blog posts

Think before you write

Before you start writing, take a little time to think about what you want to write. Who is your audience? What do you want to tell your audience? What do you want them to know, to understand or to do after they read your blog post? Which topics do you want to cover in your blog post? And in what order? Answering these questions will help you to write better articles.

Read more: ‘How to start writing a blog post’ »

Write clear paragraphs

We would advise you always to start your paragraph with the most important sentence. Then explain or elaborate on that sentence. This way a reader will be able to grasp the most relevant content from your article, just by reading the first sentences of your paragraphs. Don’t make your paragraphs too long; 7 or 8 sentences is quite long already. Think about the order of your paragraphs, they should follow each other logically.

Keep reading: ‘Practical tips to set up a clear text structure’ »

Get help and ask feedback

Our Yoast SEO plugin helps you to write readable posts. Our readability analysis checks, for instance, whether you’re using too many long sentences and whether you’re using transition words. This can be a great help in writing readable blog posts.

In addition to using a writing tool like our readability analysis, you should always make sure that someone proofreads your blog post. A fresh pair of eyes will at least help getting typos corrected and you’ll know if someone else understood everything you wanted to say in your article.

Read on: ‘5 tips to write readable blogposts’ »

Optimize blog posts for the search engines

After you’ve written a blog post that’s both original as well as readable, you should make sure your content is optimized for the search engines. You should maximize the likelihood Google picks up your content. It’s important that you take this final step after you’ve written an original and readable post. SEO should never compromise the originality of your idea nor the readability of your text though.

content analysis yoast seo

Yoast SEO can help you tweak your text. The red and orange bullets will indicate which aspects of your findability need some more attention. Our plugin perhaps suggests using your focus keyword a little bit more often. Maybe, you should put it in the first paragraph or in one of the headings. Yoast SEO will help you to optimize your snippet preview as well.

Read more: ‘Use Yoast SEO to make your content findable’ »

Blog engagement

Blog engagement is an important factor for SEO. If your audience leaves comments on your blog (and you respond to these comments), Google will notice that your blog is very much alive and active. And of course, mentions on social media will also help with your blog’s ranking. If people share your post on social media, or talk about it online, this will definitely lead to more traffic.

An essential aspect of blog engagement is handling the comments on your blog. You should reserve some time to handle those comments. Answering questions and providing correct responses in a discussion can take a lot of time. Handling positive feedback and answering questions is relatively easy, while negative feedback can be a bit harder. Read our post about how to handle comments for more information and practical tips.

Marketing your blog

If you’re writing posts for your blog, you want an audience. Nobody wants to perform in an empty room! Ranking high in search engines by doing your SEO flawlessly will, of course, help. But you can do more.

Social media and newsletters

Social media are important marketing instruments for your blog. Definitely set up a Facebook page and create a Twitter account. If you’re focussing on a young audience, you’ll need Instagram and Snapchat as well.

Also, think about newsletters. Try to collect an audience that wants to stay informed and email them regularly.

Keep reading: ‘Marketing your blog’ »

Monetizing your blog

If your audience is growing due to great SEO and marketing strategies, this doesn’t necessarily mean that profit (if you’re making money with your blog) from your blog is also growing. For many bloggers, making money is not the primary goal. Still, you can make money with a blog. Advertising, affiliate marketing, and writing promoted posts are the most well-known strategies to make money with a blog. But you could also think about selling your own stuff.

Read on: ‘Monetizing your blog’ »

Maintaining a blog

Starting a blog is easier than maintaining a blog. It can be a lot of work to write blog posts on a regular basis. You don’t have to blog every day, but you should decide on a frequency and stick to it. That way, your audience will know what to expect from you. Blogging requires some discipline.

As your blog starts to grow, you’ll probably face new SEO problems. How do you keep coming up with new content?  How do you manage different authors? And how will you keep the structure of your blog in shape? 

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Site structure of a growing blog

When your blog is growing, you have to analyze the structure of your blog on a very regular basis. Organize your categories, subcategories and tags well. As your blog is growing, the structure will change and evolve. As long as you stay on top of that, your structure will remain SEO-friendly!

Content planning of a growing blog

As your blog gets bigger and attracts a larger audience, content writing becomes content planning and content managing. On larger blogs, a team of authors usually works together. Blogs are written by individual authors, but these authors still have to work together. Otherwise, a post with the exact same topic could appear twice. Or, authors could use a totally different style and tone of voice.

Read more: ‘Managing a growing blog: content planning’ »

Conclusion

Blogging is great. It can boost your rankings in Google, especially when you combine it with an in-depth keyword research strategy. Blogging is also an important and effective marketing tool. Use our tips to get started and to maintain your blog effectively. Happy blogging!

It can be really hard to come up with a topic for a blog post. When you finally found the perfect subject, you probably want to start writing immediately. But to write that perfect blog post, you should take some time to prepare it properly. Today, I’ll give some tips on how to begin your writing process. If you take some time and prepare your blog post adequately, your writing will be so much better! 

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Preparing takes time

The writing process can be divided into three phases. The actual writing is the second phase of your writing process and only takes up about 20% of the time. That is, if you’ve done the preparing phase properly.

Process of good writing explained in a picture: 40% prepaparation, 20% writing, 40% correcting

In my opinion, the preparing phase is the most fun! You can brainstorm, try out things and be creative in this phase. So, although it may seem like this preparing-stuff is just holding you back from the actual writing, you should think of it as the most creative and fun phase. And the most important phase!

Brainstorm

Always start a blog post with a brainstorm. Once you’ve decided on the topic of your post, you should make a list of all the things you would like to address in your post. Don’t be critical in this phase. Just write down anything you come up with. You always can cross off the ‘not so good ideas’ later on.

What is your message?

What is the one thing you want your readers to remember after they’ve read your post? What’s the most important thing you want to say? The answer to these questions is the message of your post. You should write that message down. This is the key information of your blog post. That message should eventually come in the first paragraph of your blog post.

Write a little bit

Although the actual writing comes in the second phase of the writing process, you should definitely write some sentences. Try to find the right words for your topic and for your audience. Try to write some beautiful sentences. I wouldn’t advise you to try to write the first sentence of a blog post in this phase, but you could write a few sentences of an important paragraph. Playing around with words will help you to find the tone of your blog post.

Structure, structure, structure

The most important thing you should do in the preparing phase of writing a blog post is to come up with the structure of your text. At the end of the preparing phase, you should end up with the skeleton of your blog post. What subjects will you address in what order?

After you’ve brainstormed about the topic, you’ll probably end up with a long list of things you would like to address in your blog post. Read through your list, cross of the things you’re not totally sure about and try to see whether or not topics resemble each other. Bundle similar topics. After that, you should think about the order you want to discuss your topics. Make sure you discuss things in a way people understand. Subjects and paragraphs should follow each other in a logical order.

Before I start the actual writing process, I usually have a list with paragraphs. For every paragraph I also have a short description of the things I would like to discuss and the examples I would like to use. In some cases, I already formulated some nice sentences for every paragraph as well.

Hit that keyboard!

Preparing your blog post can be real fun. I really enjoy this phase the most. If you’ve thought your post through it’s time to turn to the next phase and hit that keyboard. Go write your post!

After writing your post, you’re inevitable going to end up in the correcting phase. Very important. Totally hate that phase.

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

Cornerstone articles should be the best and most complete articles on your website. That means that you should make an effort to make this article as awesome as possible. Raise your normal standards and write extraordinary cornerstones. To help you create excellent cornerstone articles, we developed a special cornerstone analysis. 

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Why do you need a separate analysis?

Of course, our default SEO and readability analysis already helps you to write awesome articles. So why do you need a separate analysis for cornerstones? The answer to this question is that for cornerstone articles you should raise the bar. Your cornerstones should be the best. They should be better than your other articles and the demands on your writing should be higher. Our cornerstone analysis will help you to raise your standards (and stick to it). It will be harder to score that green bullet. You have to do all important things right!

What does the cornerstone analysis do?

You know our green bullets, right? In our default analysis, we check whether or not your post is readable and SEO-friendly. The cornerstone analysis is an adaptation of the default SEO analysis. In the cornerstone analysis we’ve set higher standards. A number of checks in both the readability analysis as well as the SEO analysis has been adapted in Yoast SEO 4.8.

How does it work?

If you’re working on a cornerstone, you should indicate so by checking the cornerstone box. If you checked the box, the default analysis will automatically change into the cornerstone analysis.

cornerstone analysis yoast seo

Which checks are adapted?

We adapted 2 readability checks and 8 SEO checks to come to the cornerstone analysis. You’ll need to use enough subheadings and make sure to write in rather short sentences to receive a green bullet in the readability analysis. Cornerstone articles are usually long and therefore a bit harder to read. Subheadings and short sentences will help people to read all the way through the end.

Most important adaptation in the SEO checks is the demand for a lengthy article. Cornerstones should be informative and complete. They just need to be long. In order to score a green bullet on text length, you’ll need to write an article of at least 900 words.

The other checks we adapted for cornerstone articles are:

  • keyword in subheading;
  • meta description length;
  • title width;
  • images;
  • links;
  • URL keyword;
  • URL links.

We’re just a bit stricter concerning these checks. To score a green bullet, you need get all of these right: use keywords in the subheadings, write an awesome meta description, use your keyword in the URL and make sure your images are optimized properly. For cornerstones you just need to go all the way. These are the articles you would like to rank with, so make sure you give them the very best chances.

Check out the internal linking tool

Cornerstone articles are an essential aspect of your SEO strategy. You should make sure to embed these articles correctly into your site structure to get the most out of a cornerstone approach. The Yoast SEO premium plugin can help you do this. Our internal linking tool suggests which articles you should be linking to when you’re writing a new post. Cornerstone articles actually get a priority in the internal linking tool as these are the articles you want to be linking to:

Priority cornerstone articles yoast seo premium

Optimize your cornerstones!

So go ahead and start optimizing your cornerstone articles to make them rank higher. Use the new free cornerstone analysis in Yoast SEO as a guide to find out which aspects of the article you could improve. And if you want to take it a step further, get Premium to help you do some sophisticated internal linking. Good luck!

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

If you’re thinking about starting a blog, the most important thing I have to say to you is: go for it! Start your blog! Just do it! Blogging is a great SEO strategy, it’s a wonderful marketing tool and blogging is lots of fun! A new blog will allow you to make smart and strategic choices. Just take a little time to think about how to set up your blog before you begin, so you’ll have less work later on. Let me share some tips with you on how to start a blog.

Choose your niche

You should always write about what you know. But you should not write about everything you know. Pick a niche. Decide upon a main topic and write posts related to that topic. It’s more likely that your audience will come back and read your other posts if you’re writing about similar topics. People will know what to expect. Starting a mom blog implies that you write about all things concerning your children and family life. Starting a travel blog implies you write about traveling. You can write about something slightly off topic once in a while of course, but try to stick to your niche. An audience of a travel blog doesn’t expect a blog post about gardening. 

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Do your keyword research

Once you’ve chosen your niche, you should do some solid keyword research. Try to find out what people are searching for. What words are they using when they want to read about your niche and your topic? You should really get inside the heads of your potential audience. If you do your keyword research properly, you should end up with a long lists of keywords you would like to be found for. Try to come up with competitive, head keywords as well as with less competitive long-tail keywords.

Read more: ‘How to start your keyword research’ »

Think about site structure

This is the best time to think about site structure. What categories are popular in your niche? What are the most important head keywords you’d like to rank for? You should write a long, kick-ass article about each of these keywords. Those will be your most essential articles, or in other words, your cornerstone content. You should give those articles a prominent place on your site.

After you’ve written those beautiful cornerstone articles, write lots of blog posts on sub topics of that main topic and always link to your cornerstones. That way, you’ll be telling Google exactly what the most important articles on your website are.

Keep reading: ‘What is cornerstone content?’ »

Write that first post

Take some time to do keyword research and to think about site structure. But don’t take too much time. Just write that first post! Put pen to paper and just do it. Your blog starts with the very first post. That post doesn’t have to be perfect, it just has to be published. Need some help to get started? Check out our 10 tips on how to make your post awesome.

Pictures and videos

Writing blog post is more than writing a nice story; a successful blog has pictures and videos as well. Every post should show at least one image. Taking nice photos yourself is a great way of creating images and making short videos is a really good blogging strategy as well. Especially if you’re blogging about (aspects) of your own life, photos of it are a necessity.

Read on: ‘Images for blogs’ »

Optimize for the search engines

Before publishing your post, optimize it using Yoast SEO (on WordPress of course, but on Magento and TYPO3 now too!). Don’t forget to create an awesome SEO title and a decent snippet. Finetune your text. Make sure your text is both readable as well as SEO-friendly.

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

Promote your blog

Using social media is the best way to reach and grow the audience of your blog. That’s why your blog should have a Facebook page. Sharing your posts on Facebook is a good marketing strategy. Don’t forget Instagram and Twitter either!

In addition to the use of social media to promote your blog, we advise you send out a digital newsletter. Let people sign up for it and send out emails with your latest blog posts and some other fun facts.

Keep reading: ‘Marketing your blog’ »

Stick with it!

The most important thing to start a blog – besides setting up your new blog – is to write that very first blog post. Once you’ve written that first post, your blog has started. You should keep on writing blog posts to make it successful, so try to determine a frequency to publish new posts. You don’t have to blog every day, once a week or maybe even once in every two weeks would be a nice frequency to start with. Find a frequency you can stick with! Your audience will know what to expect, if your blogging frequency is stable.

Read on: ‘Blog SEO: make people stay and read your post’ »

You would think this post would be redundant by now: people know that the meta keyword tag is useless nowadays, right? The truth is that we still see site owners using meta keywords on their website. In addition to that, people are still searching for meta keywords according to Google Trends, although there seem to be less queries than 5 years ago. That’s why we republish this post about the uselessness of meta keywords for SEO once again.

Let me give you the full history of the meta keywords tag’s demise. Already in September 2009, Google announced officially what was true for years back then: “Google does not use the keywords meta tag in web ranking”. Matt Cutts explained it in a video:

Do Yahoo! and Bing use meta keywords?

In October of that same year, 2009, at SMX East, Yahoo! announced they no longer use the meta keywords tag anymore either. This turned out to be not entirely true, as they do index them, but they won’t help you one bit.

Bing also stated in 2014:

“Today, it’s pretty clear the meta keyword tag is dead in terms of SEO value. Sure, it might have value for contextual ad systems or serve as a signal to bots plying the web looking for topics to target, but as far as search goes, that tag flat lined years ago as a booster.”

Earlier, they even implied that using them – the wrong way – could work against you, because it’s rather seen as a spam signal than a ranking signal.

So don’t waste your time on the meta keywords tag. Instead of thinking about which keywords to put in that silly tag for 5 minutes, think about your content for 5 minutes longer. Really. It’s worth it.

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But I want meta keywords!!!

By default, there is no meta keywords input field in our Yoast SEO plugin. If you use Yoast SEO and you really can’t live without them, you can turn it on though. You’ll first need to enable the advanced settings before you can change this. For a detailed explanation on how to do this, check out ‘how to enable meta keywords in Yoast SEO‘.

turn on meta keywords in yoast seo

Don’t expect me to think you’re cool though. The reality is, that if you’re trying to rank for any term that’s even only a little competitive, meta keywords won’t help. You should write engaging, meaningful content on a technically well optimized platform and get good links and social engagement. That’s what builds great rankings, meta keywords have nothing to do with it.

Read more: ‘Metadata and SEO part 1: the head section’ »