How to Yoast your post

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

Writing comes first, Yoast comes second

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

Preparation is key

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

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

Write your content

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

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

Editing: let’s Yoast it!

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

  1. Make sure your text is readable

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

  2. Check out your snippet preview

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

  3. Which SEO bullets need improvement?

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

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

  4. Add those internal links

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

  5. Read and reread!

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

Yoast your post

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

Good luck! Let’s Yoast it!

The post How to Yoast your post appeared first on Yoast.

The ultimate guide to content SEO

Content SEO is a key part of any SEO strategy. Without content, it’s impossible for your site to rank in search engines. It’s, therefore, crucial to write and structure quality content! This ultimate guide covers the most important areas of content SEO. Read on if you want to learn how to create content that ranks.

What is content SEO?

Content SEO refers to creating content that helps your web pages to rank high in the search engines. It includes everything to do with the writing and structuring of content on your website. There are three major elements you need to consider to produce content that will make your website rank well: keyword strategy, site structure and copywriting.

Content SEO is important because search engines, such as Google, read your website, so the words you use on your site determine whether or not your site will rank in their results pages. Of course, your website should be well-designed, with a great user interface, and all the technical stuff that makes your site rank in Google should also be covered. But without good quality content, your site does not stand a chance in the search engines.

1. Keyword research

What is keyword research?

Keyword research is basically the steps you take to create an extensive list of keywords you would like to rank for. Every content SEO strategy should begin with keyword research, because you have to know what your audience is searching for if you want to generate traffic. Keyword research helps you to discover the terms you should be aiming to rank for.

Keyword research has four steps:

  • First, you write down the mission of your business;
  • Next, you make a list of all the keywords you want to be found for;
  • Look at search intent
  • Finally, you create landing pages for all these keywords.

If you do your keyword research right, you should have a clear overview of the terms people use and the terms for which you want the pages on your site to be found. This overview will serve as a guide for writing content on your website.

Read more: Keyword research: the ultimate guide »

Why is keyword research so important for SEO content?

Proper keyword research will make clear which search terms your audience uses. This is crucial. At Yoast, we regularly encounter clients who use particular words when talking about their products, while their customers use entirely different words. Optimizing SEO content for words that people do not use doesn’t make any sense. Doing proper keyword research makes sure that you are using the same words as your target audience and therefore makes the whole effort of optimizing your website worthwhile.

Some terms we use in keyword research

Keywords and keyphrases

We tend to use the word ‘keyword‘ all the time, but we don’t necessarily mean it has to be just one word. ‘WordPress SEO’ is a keyword, as is ‘Google Analytics plugin.’ So you can have keywords containing multiple words!

Long tail keywords

The longer (and more specific) a search term is, the easier it will be to rank for that term. Keywords that are more specific (and usually longer) are usually referred to as long tail keywords. Long tail keywords are more specific and focus more on a niche.

How many keywords?

It is very hard to give an exact number of keywords you should focus on. And then again, it’s very simple: You just need to have a lot – as many as you can come up with. More than 1,000 keywords is probably too many though!

Even if you’re a reasonably small business, you’ll probably end up with a couple of hundred keywords. But you don’t have to create pages for all of these immediately. The great thing about having a Content Management System (CMS) like WordPress is that you can gradually add content. Think about what keywords you would like to rank for right away, and which ones aren’t immediately important. Determine what your priorities are and plan the creation of your content.

Head or tail?

Classifying your keywords is essential. Some keywords are very common and competitive (head), while others are long-tail. Decide which are your most critical, high-level keywords – the ones that generate sufficient traffic for your website and best fit your business. You will probably only have a few of these general keywords for your business, the rest of them will be more down the tail. In the next section, we will give more in-depth information on long tail keywords (and the importance of these keywords).

SEO content focusing on the most common keywords should be on the top level pages on your website (homepage and the pages one level beneath your homepage), whereas content focusing on long tail keywords should be more on the tail end of your site.

Keyword intent and search intent

As you’re doing keyword research, it really pays off to think about the search intent of users. Would they be looking for information when they enter your keyword as a search term? Or is their goal to buy something? Keyword intent is clear in keywords like [buy leather sofa], or [how to train your puppy]. But it’s not always that simple.

There are four types of intent:

  • Navigational intent: People want to visit a specific website, but rather than entering the URL, they’re entering a term into a search engine.
  • Informational intent: People are trying to find an answer to a particular question or information on a specific topic.
  • Commercial intent: People want to buy something in the near future and are doing research before making a purchase.
  • Transactional intent: People are looking to buy something after doing their commercial intent searches.

Search engines are always trying to answer to the exact needs people have, and they’re getting better and better at guessing people’s intent. So, put simply, if 95% of the people searching for ‘change car tire’ have informational intent, and you’re optimizing for transactional intent to sell tires, you’re probably not going to rank most of the time.

You can get a wealth of information from the results pages when you’re doing keyword research. If you want to find out what the intent is of people using your keywords, simply google those keywords and take a good look at the search results. Try to create your content so that it answers the specific need that you distill from the results for each keyword.

Keep reading: What is search intent? »

Tools you can use

There are multiple free tools available to help you with your keyword research. Check out our article about keyword research tools if you want to find out more about practical tools.

Adapting your keyword strategy

Your keyword strategy isn’t static. It should change and evolve alongside your company and your website. It should evolve and grow with you. If it doesn’t, you’re doing it wrong.

You should be on top of the changes in your company and adapt your strategy simultaneously. If your online shop starts selling new products, extend your list with more keywords. If you’re aiming for new markets, it’s vital that your keywords are aimed at these new markets as well.

There are several keyword strategies to adopt. One of them is to start off trying to rank for long tail keywords and then aim at more general keywords afterwards, but you could also start by focusing on general ones then aim for more long tail keywords after. You can zoom in and pursue more niche activities, broaden your approach, adding more content on different things, or you can do both simultaneously.

2. Site structure

The second important aspect of content SEO is the structure of your site. First I will explain why site structure is critical, then I’ll show you what an ideal site structure looks like. I will also give tips on how to (quickly) improve your site structure without completely disrupting the core of your website.

Why is site structure important for content SEO?

There are two main reasons why site structure is an important ranking factor and therefore imparative for SEO content:

a. Good structure helps Google to ‘understand’ your site

The way your site is structured gives Google significant clues about where to find the most important content. Your site’s structure determines whether a search engine understands what your site is about, and how easily it will find and index content relevant to your site’s purpose and intent. A good site structure will, therefore, lead to a higher ranking in Google.

By creating such a structure, you can use existing content that has attracted links from others to help other pages rank as well. Your site’s structure will help spread some of that link juice to the other pages on your site. On a commercial site, that means that you can use quality content you’ve written to boost the search engine rankings of your sales pages too.

b. Good structure makes sure you are not competing with your own SEO content

On your website, you will probably have multiple articles about similar topics. At Yoast, for example, we write about SEO. If we wrote eight articles about SEO, Google wouldn’t know which of these is most important. If we didn’t clarify this with our site structure, we’d be competing with our own articles for Google’s top spot. So, solving problems like this using a sound internal linking structure will result in higher rankings overall.

The ideal structure of a site

Ideally, you should structure your site like a pyramid. On top of the pyramid is your homepage and on the homepage are links to some other pages (such as category pages). These pages, in turn, link to even more pages.

In an effective content SEO strategy, your keyword strategy and the way you structure your site work together. In a proper keyword strategy, you’ll have thought about common, competitive keywords as well as more long tail niche search terms. You should make a similar dichotomy in your site structure. Pages focusing on more common search terms should appear high in your pyramid, while pages optimized for more long tail keywords should appear in a lower part of your site structure. These long tail pages at the bottom of the pyramid must link correctly to the pages higher in the pyramid.

Read on: The ultimate guide to site structure »

Practical tips on improving your site structure

If you’re serious about content SEO, you’ll most likely already have a live website. So it may be a bit late to set up your site’s structure in an ideal pyramid-like way. Don’t despair – there are still plenty of things you can do to improve your site’s structure and your SEO content.

Decide upon cornerstone content

You should focus your efforts on cornerstone articles. These are the articles you’re most proud of, that fit the mission of your website best. This ultimate guide is, in fact, one of our cornerstones. You want to rank for these articles the most. If you haven’t decided which of your articles are the most important yet, start thinking about that now. Make these articles the best ones on your site. Give them extra TLC and update them regularly.

Keep on reading: What is cornerstone content »

Link from tail to head

Once you’ve decided upon your precious cornerstones, make sure you link from all your ‘tail’ articles to those cornerstones. That way, Google will know which articles to rank highest. Read all about this in our article about incorporating cornerstones into your site structure.

Use tags (but not too many)

Your site will also benefit from adding tags. Tags and taxonomies will give your site more structure – or at least, Google will understand it better. They group your articles about similar topics. Don’t overdo it, though. Some people have more tags than articles. Using too many tags will lead to a confusing, poorly-structured website.

Avoid duplicate content

The same SEO content can turn up at multiple places on your site. As a reader, you don’t mind: you still get the content you came for. But a search engine has to choose something to show in the search results, as it doesn’t want to show the same content twice.

Moreover, when other websites link to your product, chances are some of them link to the first URL, while others link to the second URL. But if these duplicates all link to the same URL, your chance of ranking top 10 for the relevant keyword would be much higher. Canonicalization is the solution to duplicate content. You can configure the canonical URL in the advanced tab of Yoast SEO.

Remove old SEO content

If the content on a page is outdated, remove it! However, you may have had some valuable links to that page. You want to make sure you still benefit from these links, even though the page doesn’t exist any longer, so you should redirect the URL.

Redirecting pages is not difficult if you have our Yoast SEO Premium plugin, which can help you to take care of redirects. Preferably, you redirect the old URL (301) to the page or product that replaced the old page or product, or a related page if there is no replacement. That could be the category page of the specific product, or, as a very last resort, your homepage. This way the (outdated) page won’t interfere with your site structure anymore.

Deal with orphaned content

The term ‘orphaned content’ refers to articles that don’t have any links from your other articles or posts. Because of that, these articles are hard to find, both by Google and by users of your site. Google will consider this type of content less important. So, if an article is important to you, make that clear to Google (and your visitors) by linking to that particular article from other (related) content. Read more about solving the problem of orphaned articles in our article about orphaned content.

Check out our article on how to improve your site structure in 4 simple steps for more tips and practical input.

3. Copywriting

The third and final aspect of a successful content SEO strategy is copywriting. You should write articles that are attractive to read, and that makes your audience want to stay on your website. At the same time, you want to make your SEO content attractive for Google. But some people go too far and optimize their content so overtly that they become terrible to read. At Yoast, we suggest optimizing your text for search without adversely affecting the originality of your idea or the readability of your text.

Read more: The ultimate guide to SEO copywriting »

Copywriting starts with an original idea

The first requirement for high-quality copywriting is to write original content. Your blog post or your article should be ‘fresh,’ new and original. It has to be different from all the other blog posts and articles that are already on the internet. It should be content that people will want to read.

If you did your keyword research well, you ended up with a long list of terms you want to be found for. This list can be a guide for you to choose from. A keyword is not yet a topic, though. You should make sure to come up with an original idea for your blog post – an idea in which the desired focus keyword has a prominent place.

Original SEO content doesn’t necessarily mean brand new content. Of course, if your story is completely new, that’ll automatically mean it’s original. However, giving your (professional) opinion on a particular topic also counts as original content. Your own personal angle to a story will make your content unique and original.

Think about your audience

If you want to write original content, you should think about your audience and who they are. Also, ask yourself:

  • What do you want to tell your audience?
  • What will be the main message of your article?
  • What is the purpose of your article?
  • What do you want your audience to do after they’ve read your article? (Do you want them to engage, to buy your stuff, to read more posts?)

Thinking about these questions will help you to come up with an original idea for your post or article.

Content design

Content design is a process that helps you produce content based on actual user needs. It doesn’t just help you figure out what your user wants, but it focuses more on what the user actually needs. Thinking about your content in this way will help your user to get that content when they need it, in the language and format they need it.

Content design isn’t just a technique to help you produce better content – it’s a new way of thinking about content. If you want to know more about content design, read our post on content design: a great way to make user-centered content.

Copywriting requires readable SEO content

A key requirement for writing high-quality content is to write content that’s easily readable. Readability is important both for your audience and for Google. After all, not only do people read your articles, but Google does too.

If your text is well structured and clearly written, readers will understand your message, but perhaps, more importantly, it will also help Google understand better too. If your main message is clearer to Google, your post is far more likely to rank well in the search engines.

Readability is about many factors, including text structure, sentence length and writing clear paragraphs. Read all about the importance of readability in this post. For more tips on readability, you can read our post on how to make an article more readable.

Content, context and search intent

As Google is getting smarter, it starts to understand content on sites better. It doesn’t just see if a keyword pops up a certain number of times on a page. It also takes into account the context of those keywords, like co-occurring terms and phrases, related words and synonyms. On top of that, as mentioned before, Google is able to understand queries of users better: it tries to determine what the search intent of the user is. Is he or she looking for a product or just information? Which pages fit that intent best?

All these developments mean that you should focus on more than just using your keyword often enough. It means you should also think about the words you use around it: do they make clear what topic you’re discussing? And, do you have the purpose in mind of the post or page you’re creating? Does it just provide information or are you trying to sell something, and does that align with what your users are actuall looking for? Yoast SEO Premium lets you optimize your SEO content with synonyms, making it even easier to add context to your articles.

Content should be optimized for search engines

The final requirement for writing high-quality content is to make sure the content is optimized for search engines. You want your SEO content to be easily found. Findability has to do with increasing the likelihood Google will pick up your content for the result pages. It’s important that you take this final step after you’ve written an original and readable post.

Yoast SEO helps you tweak your text just a little bit more. If you’ve written your article, focused on that original idea, and optimized the readability of your post, you should take a look at the SEO analysis in Yoast SEO. Red and orange bullets indicate which aspects of your findability need a little bit more attention. You don’t need a green bullet for every aspect though, as long as your overall score is good.

Yoast SEO will help you to optimize your snippet preview as well. These tweaks can vastly improve your chances to be picked up by the search engines. Read more about optimizing your post in our article on how to use the content and SEO analysis.

Conclusion on Content SEO

Content SEO is such a huge part of SEO. It encompasses all the aspects of writing and structuring content on your website. Content SEO is essential. Google reads and scans your website text. Google’s algorithm decides the ranking of your site largely based on the content you publish. And we all know content is king. So, you need to write awesome SEO content, focus on the right keywords and structure your website in such a way Google understands it. It’s a lot of work, but it will pay off in the long run.

Keep reading: Blogging: the ultimate guide »

The post The ultimate guide to content SEO appeared first on Yoast.

How to build a structured data-powered FAQ page using Yoast SEO

Many, many sites have an FAQ page. This is a page where a lot of frequently asked questions get the appropriate answer. It is often a single page filled to the brim with questions and answers. While it’s easy to add one, it’s good to keep in mind that not all sites need an FAQ. Most of the times all you need is good content targeted at the users’ needs. Here, I’ll discuss the use of FAQ pages and show you how to make one yourself with Yoast SEOs new structured data content blocks for the WordPress block editor. You won’t believe how easy it is.

For more information on our Schema structured data implementation, please read our Schema documentation.

What is an FAQ?

FAQ stands for frequently asked questions. It is a single page collecting a series of question and its answers on a specific subject, product or company. An FAQ is often seen as a tool to reduce the workload of the customer support team. It is also used to show that you are aware of the issues a customer might have and to provide an answer to that.

But first: Do you really, really, really need an FAQ?

Usually, if you need to answer a lot of questions from users in an FAQ, that means that your content is not providing these answers and that you should work on that. Or maybe it is your product or service itself that’s not clear enough? One of the main criticisms of FAQs is that they hardly ever answer the questions consumers really have. They are also lazy: instead of figuring out how to truly answer a question with formidable content — using content design, for instance –, people rather throw some random stuff on a page and call it an FAQ.

That’s not to say you should never use an FAQ. Numerous sites successfully apply them — even we use them sparingly. In some cases, they do provide value. Users understand how an FAQ works and are quick to find what they are looking for — if the makers of the page know what they are doing. So don’t make endless lists of loosely related ‘How can I…’ or ‘How to…’ questions, because people will struggle to filter out what they need.

It has to be a page that’s easy to digest and has to have real answers to real questions by users. You can find scores of these if you search for them: ask your support team for instance! Collect and analyze the issues that come up frequently to see if you’re not missing some pain points in your products or if your content is targeting the wrong questions.

So don’t hide answers to pressings questions away on an FAQ page if you want to answer these in-depth: make an article out of it. This is what SEO deals with: provide an answer that matches your content to the search intent.

Questions and answers spoken out loud?

Google is trying to match a question from a searcher to an answer from a source. If you mark up your questions and answers with FAQ structured data, you tell search engines that this little sentence is a question and that this paragraph is its answer. And all these questions and answers are related to the main topic of the page.

Paragraph-based content is all the rage. One of the reasons? The advent of voice search. Google is looking for easy to understand, block-based content that it can use to answer searchers questions right in the search engine — or by speaking it out loud. Using the Schema property speakable might even speed up this content discovery by determining which part of the content is fit for text-to-speech conversion.

How to build an FAQ page in WordPress via Yoast SEO content blocks

The best way to set up a findable, readable and understandable FAQ page on a WordPress site is by using the structured data content blocks in Yoast SEO. These blocks for the new block editor — formally known as Gutenberg –, make building an FAQ page a piece of cake.

All the generated structured data for the FAQ will be added to the graph Yoast SEO generates for every page. This makes it even easier for search engines to understand your content. Yoast SEO automatically adds the necessary structured data so search engines like Google can do cool stuff with it. But, if nothing else, it might even give you an edge over your competitor. So, let’s get to it!

  1. Open WordPress’ new block editor

    Make a page in WordPress, add a title and an introductory paragraph. Now add the FAQ structured data content block. You can find the Yoast SEO structured data content blocks inside the Add Block modal. Scroll all the way down to find them or type ‘FAQ’ in the search bar, which I’ve highlighted in the screenshot below.yoast seo structured data content blocks FAQ

  2. Add questions and answers

    After you’ve added the FAQ block, you can start to add questions and answers to it. Keep in mind that these questions live inside the FAQ block. It’s advisable to keep the content related to each other so you can keep the page clean and focused. So no throwing in random questions.yoast seo structured data content blocks faq add question

  3. Keep filling, check and publish

    After adding the first question and answering it well, keep adding the rest of your questions and answers until you’ve filled your FAQ page. In the screenshot below you see two questions filled in. I’ve highlighted two buttons, the Add Image button and the Add Question. These speak for themselves.

    Once you are done, you’ll have a well-structured FAQ page with valid structured data. Go to the front-end of your site and check if everything is in order. If not, make the necessary changes.

What does an FAQ rich result look like?

We have an FAQ page for our Yoast Diversity Fund and that page was awarded an FAQ rich result by Google after we added an FAQ structured data content block. So, wondering what an FAQ looks like in Google? Wonder no more:

An example FAQ rich result for a Yoast page

Keep in mind that an FAQ rich result like this might influence the CTR to that page. It might even lead to a decrease in traffic to your site since you are giving away answers instantly. It is a good idea, therefore, to use it only for information that you don’t mind giving away like this. Or you have to find a way to make people click to your site. Do experiment with it, of course, to see the effects. Maybe it works brilliantly for you, who knows?

What does this look like under the hood?

Run your new FAQ page through Structured Data Testing Tool to see what it looks like for Google. Yoast SEO automatically generates valid structured data for your FAQ page. Here’s a piece of the Yoast Diversity Fund page, showing one particular question and its answer:

The first question and answer from the structured data graph

It’s basically built up like this. The context surrounding the questions is an FAQPage Schema graph. Every question gets a Question type and an acceptedAnswer with an answer type. That sounds hard, but it’s not. All you have to do is fill in the Question and the Answer and you’re good to go!

This translates to the code below as generated automatically by the Yoast SEO structured data content blocks. Now, Google will immediately see that this piece of content contains a question with an accepted answer. It will also see how this FAQ fits in with the rest of the page and the entities within your site. If you’re lucky, this might eventually lead to a featured snippet or another type of rich result.

<script type='application/ld+json' class='yoast-schema-graph yoast-schema-graph--main'> {
    "@context":"https://schema.org",
    "@graph":[ {
        "@type": "Organization", "@id": "https://yoast.com/#organization", "name": "Yoast", "url": "https://yoast.com/", "sameAs": ["https://www.facebook.com/yoast", "https://www.instagram.com/yoast/", "https://www.linkedin.com/company/1414157/", "https://www.youtube.com/yoast", "https://www.pinterest.com/yoast/", "https://en.wikipedia.org/wiki/Yoast", "https://twitter.com/yoast"]
    }
    ,
    {
        "@type":"WebSite",
        "@id":"https://yoast.com/#website",
        "url":"https://yoast.com/",
        "name":"Yoast",
        "publisher": {
            "@id": "https://yoast.com/#organization"
        }
        ,
        "potentialAction": {
            "@type":"SearchAction",
            "target":"https://yoast.com/?s={search_term_string}",
            "query-input": "required name=search_term_string"
        }
    }
    ,
    {
        "@type": ["WebPage", "FAQPage"], "@id": "https://yoast.com/yoast-diversity-fund/apply/#webpage", "url": "https://yoast.com/yoast-diversity-fund/apply/", "inLanguage": "en-US", "name": "How to Apply for the Yoast Diversity Fund • Yoast", "isPartOf": {
            "@id": "https://yoast.com/#website"
        }
        ,
        "image": {
            "@type": "ImageObject", "@id": "https://yoast.com/yoast-diversity-fund/apply/#primaryimage", "url": "https://yoast.com/app/uploads/2018/03/Yoast_diversity_fund_FI__1_-1.jpg", "width": 1200, "height": 628
        }
        ,
        "primaryImageOfPage": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#primaryimage"
        }
        ,
        "datePublished":"2019-05-03T11:12:29+00:00",
        "dateModified":"2019-06-07T09:51:36+00:00",
        "breadcrumb": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#breadcrumb"
        }
    }
    ,
    {
        "@type":"BreadcrumbList",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#breadcrumb",
        "itemListElement":[ {
            "@type":"ListItem",
            "position":1,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/", "url": "https://yoast.com/", "name": "Home"
            }
        }
        ,
        {
            "@type":"ListItem",
            "position":2,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/yoast-diversity-fund/", "url": "https://yoast.com/yoast-diversity-fund/", "name": "Yoast Diversity Fund"
            }
        }
        ,
        {
            "@type":"ListItem",
            "position":3,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/yoast-diversity-fund/apply/", "url": "https://yoast.com/yoast-diversity-fund/apply/", "name": "How to Apply for the Yoast Diversity Fund"
            }
        }
        ]
    }
    ,
    [ {
        "@type":"ItemList",
        "mainEntityOfPage": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#webpage"
        }
        ,
        "numberOfItems":5,
        "itemListElement":[ {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202"
        }
        ]
    }
    ],
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311",
        "position":0,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311",
        "name":"What type of costs are reimbursed?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Our goal is to reimburse those costs that would keep you from speaking at tech conferences. If you, for whatever reason, have costs, such as child-care or specialized transport, for example, we invite you to share those with us and we'll look at those on a per-case scenario. Examples of costs we're happy to reimburse are:\u2013 Travel and transportation, e.g. gas, car rental, taxis or flights.\u2013 Accommodation, hotel, AirBNB or similar. \u2013 Child-care costs.\u2013 Sign language interpreter.\u2013 Visa costs."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879",
        "position":1,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879",
        "name":"How many times can I apply for the Yoast Diversity Fund?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Our goal is to assist in increasing speaker diversity as much as possible. This means we'll focus on first-time applications mostly. However, there is no limit to the number of times you can apply."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830",
        "position":2,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830",
        "name":"Is the fund available to all?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Yes. With the exception of Yoast employees, former Yoast employees, and contractors."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202",
        "position":3,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202",
        "name":"When should I apply?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Applicants should apply at least one month before the event."
        }
    }
    ]
}

</script>

Structured data is so cool

Structured data is hot. It is one of the foundations on which the web is built today and its importance will only increase with time. In this post, I’ve shown you one of the newest Schema additions, and you’ll increasingly see this pop up in the search results.

For more information on our Schema structured data implementation, please read our Schema documentation.

The post How to build a structured data-powered FAQ page using Yoast SEO appeared first on Yoast.

“Yoast SEO hates my writing style!”

This is just one of the many misconceptions about the Yoast SEO readability feedback we’re happy to set straight. We’ve often been telling you to go chase those green bullets – or green lights as some are calling them. The bullets are a key part of the Yoast SEO plugin. The Yoast SEO bullets serve to give intuitive feedback on your text and gamify the Yoast SEO experience.

Trying to get all green bullets can be addictive, but it isn’t necessarily the best way of creating great copy. Over the years, we’ve seen all kinds of misconceptions about the green bullets on social media and in our support channels. Let’s discuss some of them to get a feel for how to approach the bullets feedback.

Our completely overhauled SEO copywriting training teaches you how to write copy that ranks. And you’ll get an exclusive 14% discount to boot, only in this first week! So don’t wait too long!

1. I have some red and orange bullets, so I will never rank!

Generally, the more green bullets, the more SEO fit your text is, as we’ve told you in other posts on this site. But not every bullet has to be green. The bullets indicate strengths and weaknesses in your text. They can help you easily identify some elements you could improve on. Don’t take them as gospel. They are tools, not commandments.

Also, and this is most important: never try to cheat the game by tinkering with your text until your red and amber bullets turn green. Use the plugin feedback to your advantage, and use common sense to determine whether you can make improvements to your text. Therefore, we always advise you to write the text first, and only check the feedback once you feel the text is finished.

2. All my bullets are green, but I still don’t rank!

It goes the other way around as well: if all your bullets are green, that doesn’t mean you’ll rank. First of all, green bullets don’t equal a great text. If your text has great readability but doesn’t have good information, you won’t be the best result. Moreover, if you base your text too much on the bullets’ feedback, your text may actually even be worse than it may have been otherwise.

Don’t become a slave of the green bullet. Of course, it’s also perfectly possible that you’ve written a great text but your competition is stiff and all of them have also written great texts. Or you may have SEO issues in other areas.

3. Every post should be optimized!

Not all posts have to be optimized. You have to consider whether your post will be part of your SEO strategy. Some posts will suffer if you optimize them. Others, like announcements, don’t make sense to optimize for. Consider whether your post fits your SEO strategy and make a conscious decision of whether to optimize it.

4. If I paste Hemingway into the readability analysis, all I see is red and orange, so you can’t trust the Yoast SEO feedback!

The Yoast SEO readability analysis is aimed at optimizing for online content. Hemingway (or Shakespeare or any other great literary artist, for that matter) wasn’t looking to sell pens, or maintain a mom blog, or anything like that. Most online authors are not trying to write the Great American Novel, and they shouldn’t. They should write readable online content. That’s the goal, so that’s what the plugin measures.

5. Yoast SEO hates my writing style!

We don’t hate your writing style, so the Yoast SEO plugin doesn’t either. It merely provides you with readability feedback. Your writing style may not fit the guidelines for good SEO copy that is easy to understand.

Research has shown that overusing passive voice leads to worse readability. It has also shown that using too many long sentences makes your text difficult to read. This is especially important when it comes to online copy. We don’t think that’s a question of style. You can decide for yourself whether you agree. If you don’t, ignore the feedback at your own risk!

6. Yoast SEO wants me to dumb down my text!

We want your text to be as clear as possible. And you should aim to write as clearly as possible. Most of you are trying to reach a broad audience. Many of you are trying to reach non-native speakers. Using simple vocab and short sentences does not equal dumbing down your text. It’s the other way around: it opens your copy up to a broader audience. This is especially important when writing online copy.

The longer it takes for your audience to grasp what you are trying to say, the bigger the chances of them bouncing. Attention spans are short, so cater to them. And of course, sometimes you have to use jargon in a technical text. But generally, you should keep things simple. Writing clearly and concisely is an art, not a shortcoming.

Read more: Readability ranks! »

The post “Yoast SEO hates my writing style!” appeared first on Yoast.

Why you should actively avoid the passive voice

Are you aware of the risks of overusing the passive voice in your writing? In the readability analysis in our Yoast SEO plugin, we recommend using the passive voice in a maximum of 10% of your sentences. But why? In this post, I will discuss a couple of key questions about the passive voice. I’ll start by explaining what it is. Then, I’ll explain why it is usually best to avoid using the passive voice in your writing. To cap it off, I’ll describe some situations in which using the passive voice makes perfect sense. 

Our completely overhauled SEO copywriting training teaches you how to write copy that ranks. And you’ll get an exclusive 14% discount to boot, only in this first week! So don’t wait too long!

What is the passive voice?

The passive voice is a grammatical construction. The easiest way to explain the passive voice is by contrasting it with the active voice. The active voice is the standard English sentence structure. The simplest possible sentences feature an actor (the subject), who does (the verb) something to either a person, animal or thing (the receiver).

WordMomhuggedme
Semantic functionactordirect verb receiver

In the passive voice, the actor and receiver are switched around. The receiver becomes the grammatical subject. Note that the meaning of the sentence stays exactly the same. The only difference is the word order.

WordIwas huggedby mom
Semantic functionreceiverdirect verbactor

In some passive sentences, you can omit the actor. ‘I was hugged’, for example, is a perfectly sensible passive sentence, although it provides less information.

Why should I avoid the passive voice?

Let’s cut to the chase: using the passive voice almost always makes your writing more distant and your message less clear. There are two main reasons for this.

Wordy

First of all, the passive voice is wordy. The passive alternative to an active sentence is simply longer. Consider these two sentences:

1. The passive voice almost always makes your message less clear.

2. Your message is almost always made less clear by using the passive voice.

You convey the same message by using the passive but add three words. When overusing the passive voice in your text, this can really add up.

Sentence structure

In addition, the passive voice uses a sentence structure which requires more cognitive effort. Your reader will spend valuable working memory on making sense of the sentence. This decreases the likelihood of you getting your message across.

Let’s explore why the passive voice demands more effort. As I told you before, the basic active sentence structure is quite consistent and logical in English. The passive voice turns this all the way around. You first read what was affected. Then you read what happened to it. Lastly, you learn how it was affected. You discover who or what was responsible only at the very end. This sequence differs from how we usually make sense of events.

Moreover, we expect the actor to be in the subject position, so we are slightly disoriented. This means constructing an image of what happens takes a tiny moment longer. Again, these moments can easily add up if you overuse the passive voice.

In the example I gave, there is no added benefit to using the passive: the active sentence conveys the same information. Whenever you use passive voice, always consider whether a better, active alternative is available.

What are the exceptions?

Sometimes, using the passive voice can be the only logical way to word a sentence. Mostly, this occurs when the actor is unknown or irrelevant. Let’s look at an example I used in the first paragraph of this very text:

In the passive voice, the actor and receiver are switched around.

There is no identifiable actor here, nor would he or she be relevant. After all, we’re talking about a general action here, not a specific one. Any alternative active sentence would be less clear and concise than the passive sentence I wrote, so it’s the best option available.

Alternatively, you may want to use a passive sentence to focus on the receiver. This works when the object is more central to the topic than the actor:

J.F. Kennedy was killed in 1963 in Dallas, Texas by Lee Harvey Oswald.

This means that we’re not here to tell you to avoid the passive voice like the plague. If it beats the active alternative, by all means: use it! Rules about style are hardly ever set in stone, so don’t make the mistake of following the rule of thumb too strictly. Do what seems right to you and what makes your text flow nicely. A maximum of 10% generally suffices. You should be able to achieve numbers even lower than that by following our advice.

Conclusion

Using the passive voice is generally a bad idea. After writing your text, scan it for passive voice constructions. Always ask yourself: is a better, active alternative available? If there is, use it. If not, use the passive voice.

Read more: SEO copywriting: the ultimate guide »

The post Why you should actively avoid the passive voice appeared first on Yoast.

All-new and improved: the SEO copywriting training!

As of today, you can get your hands on a completely overhauled version of the SEO copywriting training. We’re very proud to present a much more hands-on training, which will really take you by the hand, and guide you through every step of writing an SEO-friendly blog post. It’s chock-full of real-life examples and practical exercises, so you can get the skills and confidence to write excellent content yourself!

You can get the course for $129, but only in the first week, so don’t wait too long!

Why should I be excited about the new SEO copywriting training?

Good writing is essential for SEO. If your site is full of copy that your visitors want to read, they’ll enjoy your site and they’ll want to come back. And helping search engines understand your text is crucial for your rankings as well. That’s why, in this course, we’ll introduce you to the wonderful world of SEO copywriting. We’ve created a new course that takes you by the hand, and walks you through the process of writing a blog post that is optimized for ranking in the search engines.

In each module, experienced copywriters provide you with theory, best practices, and tips. All of this is accompanied by lots of practical learning aids: examples, exercises, screencasts, and assignments. After doing the assignments, you’ll have your own, ready-to-publish blog post. If you follow this hands-on course, you’ll master the art of copywriting before you know it!

What will I learn?

We’ll start this course by explaining how Google understands text and what good SEO copy looks like. Then, we’ll cover the essential first step of SEO copywriting: picking the keyphrases your text should rank for in Google. In the last three modules, we’ll explore the three phases of a solid writing process:

1. Preparing your text

It’s important to prepare your text thoroughly. We’ll teach you how to consider your message, audience, angle, and purpose to tailor your copy to your audience.

2. Writing your text

The fun part: the actual writing! You’ll learn why readability is so important and how to write texts that are a breeze to read. Paragraphs, transition words, subheadings – these terms will no longer hold secrets for you.

3. Editing your text

A big part of the actual work lies in editing your text. In this module, we’ll teach you how to craft your text to capture the hearts of your visitors and the search engines. You’ll learn how to rewrite passive sentences and how to avoid spelling and grammar errors.

Get personal feedback on your blog post

The assignments in this course offer you a step-by-step template to write the optimal SEO blog post. When you’ve completed your blog post, you may want to confirm you’re on the right track. If so, you can look to our experts for advice. If you choose the feedback package, a Yoast expert will check your blog post and provide feedback on your copy. We’ll point out missed opportunities and give you ideas to improve your text!

Start writing copy that ranks before the offer expires!

The SEO copywriting training teaches you how to write awesome copy that ranks, so you’ll attract more visitors. And like every other Yoast Academy training course, the SEO copywriting training is online and on-demand. This means you can do this course whenever you want, wherever you want. It’s all up to you!

You can get the course by clicking the button below. But don’t wait too long: it’s temporarily discounted at $129, so get it before the offer expires! If you have a Yoast training subscription, the new course will automatically be added to your account.

The post All-new and improved: the SEO copywriting training! appeared first on Yoast.

Why storytelling is good for SEO

Once upon a time, there was this woman – let’s call her Mia – and she wanted to write beautiful stories for her blog. Mia noticed she was not getting much traffic from Google, while other bloggers seemed to attract a lot of visitors. She wondered what she was doing wrong. One day, at a blogging conference Mia heard about a wonderful thing called SEO. She learned that she should use the words her audience was using, she learned she needed to think about the words she wanted to be found for. And she needed to use those exact words. It was a game changer for Mia. After applying these tips, Mia attracted much more traffic to her blog. Eventually, she even started making money with her blog. Mia blogged happily ever after.  

Stories are nice to read. Storytelling is a great tactic. But what does it have to do with SEO? Is it a good idea to use storytelling if your main goal is to rank for a specific term? In this blog post, the fourth in a series about storytelling, I am going to explain how storytelling can be an effective SEO tactic.

Storytelling and SEO may seem counterintuitive

An important part of SEO is focused on using the right words – the words you want to be found for- in your text. But if you use storytelling, if you use metaphors.  If you tell a story by making an example, chances are that you are not using your focus keyphrase then.

At the beginning of the post you are reading right now, I shared a little story about Mia. In that story, I am not using my focus keyphrase – the words I want to rank with, with this particular post. I want to rank with ‘storytelling SEO’. But in the entire first paragraph, the word ‘storytelling’ does not pop up. That, in itself, is not beneficial for your SEO. The Yoast SEO plugin will definitely suggest using the focus keyword in your first paragraph. So, you’ll have one bullet that’ll not turn green. That’s okay. It is totally okay to have a paragraph – or two – that does not contain the focus keyphrase.

So why is storytelling a good SEO tactic?

Storytelling is good for SEO because it will make your post nice to read. And, creating content that people like is exactly what Google wants. If you’re writing blog posts people enjoy reading, you’ll increase your chances to rank high in Google. In my previous post about storytelling, I’ve explained how you can use storytelling in a blog post.

If people like your content, you’ll also have a higher chance that people will remain on your website. Your time on page increases and your bounce rate will decrease. These factors will help tremendously with the ranking of your post.

Next to making your blog post more fun to read, storytelling is beneficial for SEO for another reason. If people like your post, they’ll be more likely to engage with it. They’ll leave a comment; they’ll share it on their social platforms. That’ll already increase traffic to your post. But these things will also increase the likelihood Google will rank a post. Google loves content that is written with people in mind. Google will notice that people like to read your text and that will result in higher rankings in the long run.

Conclusion

Use little stories as metaphors and examples. It’ll make your content so much nicer to read. Don’t worry about having an orange or red bullet. As long as your overall bullet in Yoast SEO is green, it’ll work out fine. Stories are beneficial for your SEO, more beneficial than a perfect keyword density or keyword distribution. Storytelling will allow you to write content that is so good that people will want to stay on your page. That’s very, very good for SEO!

Read more: Using storytelling op product pages »

The post Why storytelling is good for SEO appeared first on Yoast.

What is keyword stemming?

Google can read and analyze texts very well. Google understands that ‘walk’, walking’, ‘walked’, ‘walks’ all boils down to the same thing. Also, Google knows that ‘baby’ is basically the same thing as babies. Optimizing your text for an exact match keyword isn’t a very smart thing to do. That’s why we introduced word form recognition in Yoast SEO Premium. You can now optimize your post and we’ll analyze the different word forms like walk, walks and walking. For longer tail keywords, we also recognize the words if you decide to use them in a different word order.

So, at Yoast, we talk about word forms, sometimes also about morphology recognition. At the same time, I hear the linguists at Yoast talking about keyword stemming too. And I noticed some SEOs talked about it as well. But what is keyword stemming? How does stemming relate to morphology recognition? And what does it have to do with SEO? I’ll explain all about it in this post.

What is stemming?

Stemming or keyword stemming refers to Google’s ability to understand different word forms of a specific search query. It is called stemming because it comes from the word stem, base or root form. If you use the word ‘buy’ in a sentence, a stemming algorithm would recognize the words ‘buys’, ‘buying’ and ‘bought’ as variations of the word ‘buy’ as well. Some SEOs also differ between stemming and lemmatization.

Google has used stemming in its algorithms for a long time now. The first blog posts about it from SEO experts like Rand Fishkin and Bill Slawski go as far back as 10 years ago. For languages other than English, Google began recognizing word forms much later. In recent years, Google’s algorithm became even more advanced, making exact match keyword optimization more and more outdated.

If you want to optimize your text for the term ballet shoes, for example, you should be able to use the term ballet shoe as well. Google understands that ballet shoes and ballet shoe are basically the same thing. Our Yoast SEO Premium plugin recognizes both word forms as well (at least in English and, since Yoast SEO 10.1, in German).

Stemming and word forms

If people are talking about keyword stemming or a stemming algorithm, they mean that the algorithm is able to recognize different word forms of a certain keyword. That’s exactly what the word forms functionality in Yoast SEO does. We do not automatically detect synonyms, but we do allow you to enter synonyms and we’ll take them into account in our SEO analysis.

Maybe we should have called our word forms functionality stemming. But it’s a difficult word to explain to people. So, that’s why we’ll stick with word forms.

Stemming and SEO

Google has become very smart. It understands texts. It understands context. In order to stand a chance in the search engines, you need to write awesome texts that show your authority on a certain subject. Content stuffed with keywords does not rank anymore. Google hates that, users hate that.

You need to use synonyms and related keywords in your content to make it pleasant to read and to make it rank! You need to use different word forms in order to write a post that is nice to read. Thanks to stemming, we can tell that they belong together. Read more about it in our post about our word form analysis.

Conclusion

The SEO industry has been talking about stemming and lemmatization for over a decade. Our linguists talk about it too. For good reason, because stemming allows them to recognize different word forms. This isn’t “easy”. At Yoast, we have an entire team of linguists working on our SEO and readability analyses. We’re now able to recognize different word forms properly for both English and German. We’re already working on new languages, I know Dutch is high on our list — probably because it’s our native language. Do let me know: which language should we tackle next?

Read more: SEO copywriting: the ultimate guide »

The post What is keyword stemming? appeared first on Yoast.

How to set up a cornerstone content strategy with Yoast SEO

On your site, you’ll probably have a few articles that are most dear to your heart. Articles you desperately want people to read. Articles you want people to find with Google. At Yoast, we call these articles your cornerstone articles. How does the Yoast SEO plugin help you set up a cornerstone content strategy? I’ll tell you all about that in this blog post.

What is cornerstone content?

Cornerstone content consists of those articles that you’re most proud of. The articles that reflect the mission of your company perfectly, and the ones you definitely want to rank well. In general, cornerstone articles are lengthy, and they tend to be informative.

Perhaps you’ve never given much thought to using a cornerstone content strategy. It is worth your time, though! Think about the posts or pages on your site. Which are most precious to you? Which articles are the most complete and authoritative? Choose these to be your cornerstone content.

Read more: What type of content should cornerstone content be? »

What does Yoast SEO do with cornerstone content?

There are three aspects to a successful cornerstone content approach:

  • Cornerstone content should be lengthy, well-written and well-optimized.
  • Cornerstone articles should have a prominent place in your site’s structure.
  • You should keep your cornerstones fresh and up to date.

Yoast SEO will help you take care of all of these things!

1. Write awesome articles

The SEO and readability analysis in Yoast SEO will give you feedback on your writing. If you consider a post to be one of your cornerstone content articles, you should toggle the switch to ‘on’ in the ‘cornerstone content’ tab, underneath the ‘focus keyphrase’ tab.

Enabling the cornerstone analysis in Yoast SEO

Indicating that an article is cornerstone content, will make the SEO analysis and the readability analysis a bit more strict. For example, we propose to write at least 300 words for a normal post. If a post is cornerstone content, we urge you to write at least 900 words.

Our SEO analysis will help you optimize your blog post for the search engines. For cornerstone content, you have to go the extra mile. Make sure you use your focus keyphrase enough, mention it in a few headings, and optimize your images. Readability is equally important, though. Our readability analysis helps you to, for instance, use enough headings and to write in short, easy-to-read sentences and paragraphs.

Keep reading: How our cornerstone analysis helps you create your best articles »

2. Incorporate cornerstone content in your site structure

You have to link to your cornerstone articles to make them rank high in the search engines. By linking to your favorite articles often, you’ll tell Google that these are the ones that are most important. Think of it as a map: big cities have considerably more roads leading towards them than small towns. Those cities are your cornerstones. They should receive most links. The small towns are your posts on more specific topics. If you build your site structure like this, you won’t be competing with your own content for a place in the search engines.

Yoast SEO has two useful features to help you link to your cornerstone content articles.

Internal linking tool

If you use our premium plugin, you can use our internal linking tool. This tool will make linking suggestions for other posts based on the words you’re using in your post. The posts you’ve marked as cornerstone content articles – as described previously – will always appear on top of our list of suggestions. That way, whenever you’re writing about a specific topic, you’ll find the right cornerstone article to link to. Read more about how to use the Yoast SEO internal linking tool.

Using our internal linking tool will remind you to link to your cornerstones whenever you’re writing a new post. As a result, your cornerstones will stay on top in your linking structure. And that’s what they need to start ranking.

Text link counter

The text link counter allows you to see all the internal links you’ve put in a post and all internal links to a post from your other pages. This tool provides you with a clear overview of the distribution of your internal links. Make sure to check (and keep checking) if your cornerstone articles receive enough internal links!

text links counter

3. Keep your cornerstones up to date

Regularly updating your cornerstone content is important for your cornerstone strategy. After all, your cornerstones should be timeless, and therefore, always contain the latest insights. If you have Yoast SEO Premium installed, you’ll have an additional feature to help you keep your cornerstones up to date. The stale cornerstone content filter allows you to see at a glance which of your cornerstones need updating. It works in both your post overview, and your pages overview. Neat, right?

Of course, at Yoast, we practice what we preach, so you’ll find no stale content here ;-)

Cornerstone content strategy made simple with Yoast SEO

Your cornerstone content strategy consists of several elements. Your cornerstone content articles should be informative, nice to read and well-optimized. In addition to that, they should have a prominent place in your site’s structure. Yoast SEO helps you achieve both these things. And last but not least, the Premium plugin helps you keep your cornerstones fresh and up to date. Don’t skimp on optimizing your cornerstones: they deserve that little bit of extra attention!

Read on: Why you should buy Yoast SEO Premium »

The post How to set up a cornerstone content strategy with Yoast SEO appeared first on Yoast.

Using storytelling on product pages

Sue and John have a little baby. His name is Jack. Jack is 10 weeks old and cries a lot. Sue and John don’t know how to stop Jack’s crying. They get very nervous of his crying, the sleep poorly, they are agitated, tired and scared. One day, a good friend gives them a present. It is a baby carrier and it’s supposed to help calm their baby. John decides to give the baby carrier a try. Jack loves the carrier. He instantly relaxes, stops crying and falls asleep. From that moment on, Sue and John carried Jack in their baby carrier all day long.

Storytelling is a great strategy to use on your product pages. But why is storytelling such an effective tool to use on your product pages? And how could you use storytelling on your own e-commerce site yourself? In this blog post, I’ll explain why storytelling is effective on product and sales pages. I will also share some tips on how you could use storytelling on your product pages.

You’ll probably use storytelling without knowing it

Most of you will already be using storytelling on their product pages. You just don’t realize it yet. It’s actually rather hard to write product pages without telling a story. In your copy, you’ll probably already are describing why your product is so very awesome. Most of you will use examples to do that. Examples are stories.

You’ll probably have some reviews or testimonials on your site as well. These are stories too. Maybe you did not think about these things as stories, but that’s what they are. Treating examples, cases, reviews, and testimonials as little stories will help you improve your product pages for sure. Let’s look at some tips on how to effectively use storytelling on your product pages.

Why is storytelling such an effective strategy to use on product pages?

Show, don’t tell…

Storytelling is effective in product pages because it allows you to show people why your product is so very awesome, instead of just telling them that. I could tell you all about our fantastic SEO courses (they truly are amazing), but it would be much more convincing if I showed you why they are amazing.

A story about a client that did not understand SEO at first and made some major improvements (and a lot of money) would be much more convincing, than me telling you about it. A baby carrier company could tell you about their product and how it soothes and relaxes babies, but the story of baby Jack from the intro of this post is probably more convincing.

Focus on the problem instead of the product

Stories need a problem and focussing on the problem usually results in great sales copy. Remember the four elements of a good story I wrote about in my previous post? For a good story, you’ll need a character, a problem, action, and a solution. If you use stories on your product pages, you’ll automatically shift away from your product to the problem and the solution your product offers. Your sales copy will benefit from that!

How to use storytelling on product pages?

Stories are a great way to convince people to buy your product. Let’s look at three simple ways to use storytelling on your product pages.

Reviews and testimonials are little stories

Every review, every testimonial is a little story. You probably know that testimonials increase trust. Real customers, share real experiences. Those experiences increase trust.  

Treating testimonials and reviews as stories will allow you to make them more powerful! A good story requires a character, a problem, action, and a solution. If you ask people to write testimonials, ask them to use the four elements as well. That way, testimonials will read as little stories.

Ask people to tell a little bit about themselves. Make them human; make sure that people can relate to this person. A good story also needs a problem. Ask people to talk about their situation before using your product. Ask them why they purchased your product (that’s the action in the story) and how their situation changed after they started using your product (the solution).

Collect user stories

Collect success stories! You can ask people to write testimonials, but you can also ask for input and write the stories yourself.

Ask your customers to share their experiences with your products. Ask them how the product improved their lives. Use that feedback of your customers to write little stories. Add photos and details of these persons to show your audience that these are real people. Pictures or even video of people actually using your product would be even more impressive. Your customers’ success stories are a great way to show new users why your product is so very awesome.

The introduction of this blog post is an example of a short user story. Sue and John had a problem: Jack, their baby, wouldn’t stop crying. They tried a product: the baby carrier, and it solved their problem.

Write example stories

Explaining what your product does can be rather challenging. Often, this type of content can be a bit dry. Explaining all the features of the Yoast SEO plugin does not necessarily make for compelling copy. Using an example story could clarify a lot.

In an example story you could, for instance, introduce a persona that is facing a problem. Perhaps the persona wants to get more traffic to her site but does not know where to start. In the story, you’ll explain how your product solved the problem of the persona in your story. We could highlight our most important features of Yoast SEO in the story and show a remarkable increase in traffic after the persona started using these features.

Conclusion on storytelling and product pages

Stories are a great way to convince people to buy a product. Using stories will automatically shift the focus of your copy away from your product to the problem and your audience. That’s a good thing; it’ll make your sales copy much more engaging!

Stories are particularly powerful if people can relate to the characters in your stories. Always make sure your stories on your product pages are about real people. Add details to make the stories more real and lively. That’ll make it easier for people to relate to the characters in your stories. Add photos and videos to make the stories even more real.

Read more: SEO copywriting: the ultimate guide »

The post Using storytelling on product pages appeared first on Yoast.