Developing a business SEO strategy requires identifying some key components:
- Who is the target audience and demographic, age, location, gender etc.
- What is the main objective of the website, what do you want visitors to do.
- What is the best way to achieve the objective.
- What type of calls to action content is going to achieve the objective.
- What type of media content is going to produce the required outcomes quickly.
Understanding the answers to these questions will define a website structure or sitemap that you can refine and develop over a period of time.
Website structures that follow through with links to both internal and external content are essential not just for Google but for users. Headings and document titles are important structures just as the content in paragraph blocks below them. Websites are always a work in progress as the SEO rules and algorithms used by search engines are constantly changing to improve the users search experience. You need to be vigilant and be prepared to change content to improve your ranking.
Currently, when writing content for web pages:
- Keep your words short, use simple language structures.
- Keep your sentences short.
- Use transitional words and structures such as; therefore, however, in addition, above all, for instance, similarly.
- Try to place verbs before nouns such as; I have bought a website. Instead of My website is being purchased.
Ensure your main landing pages are the primary focus of all your content. Your main landing pages which includes your home page need to effortlessly direct traffic throughout the website to their other landing pages and content. You must ensure to include landing pages in your html and xml sitemaps and try to avoid including pages that are not landing pages. This will increase the quality of your links to search engines.
Yoast Vs SEOPress
Many WordPress websites use the Yoast plugin that tests your content for improvements regarding SEO. Each page’s metadata and text content is scrutinised by Yoast and suggestions with help articles are highlighted in the analysis. Yoast has been a proven tool for SEO but if you want to extend Yoasts SEO into e-commerce, local stores, video or news you going to have to buy expensive addons to do that. Introducing a modern SEO plugin that is breaking the mold. SEOPress does it all with a single priced premium plugin that is currently a fraction of the cost of the premium Yoast version. SEOPress has a modern UI making Yoast’s UI look and feel dated and is easier to use than Yoast despite doing so much more.
It’s very important to take readability into account when writing web copy. Why? If your text is too complicated, it might be too hard to understand for your audience. It may take them longer to grasp what you’re trying to say, and that increases the chances of them bouncing. Attention spans are short, so cater to them. Otherwise, your visitors might go search for information elsewhere. And a high bounce rate might lead to a lower rank in the long run. That’s why you should aim to write as clearly as possible. While Yoast goes to great lengths to provide an analyse of your text content it could be said it goes too far. Reports of sentences being too long and not enough transitions words can effect the tone of your text despite being desirable.
So, it’s important to write readable texts, but it’s also quite difficult. This is because readability depends on a lot of factors. To help you write copy that’s easy to read and understand, the Yoast SEO plugin runs several kinds of checks. For example, the plugin checks if you use enough transition words, if you don’t overuse the passive voice, and it measures your text’s Flesch reading ease score as you create each page of content. But once again this can be to the detriment of the tone, clarity and rhythm of the copy. SEOPress on the other hand focuses on the essentials of SEO, keywords and metadata while still offering an instant analysis of your work as you create it. I found Yoast to be a little to overbearing and making a fuss more about construction than content.
Keyword phrases are typically of great importance if you want to get found from a search engine query. Using a key phrase or multiple key phrases throughout your website content can either make or break your SEO strategy. Keywords need to be short and relate directly to your business focus. They should be words users would use to find your business in the location where you operate. Location words in the keywords are often critical to your overall search engine ranking as users will often include a location with their search query, for example, your type of business, location and then name of your business would be a typical keyword phrase to include multiple times throughout your site’s content.
Both Yoast and SEOPress do a good job analysing your text content for keywords with SEOPress offering Google keyword suggestions based on your initial keywords. This is great to have within the WordPress dashboard and allows you to think a little further outside the box.
The meta description is a short piece of text added to your post or pages. A typical meta description describes the content of the page and is usually no shorter than 120 characters and no longer than 156 character. In search results Google and other search engines will display this meta description below a link to your page however there is no guarantee that the search engine will not just grab a snippet of content from your page instead. The meta description will often be point where users decide to or not to select your link to view the content. Meta descriptions should be defined for each page rather than using the same one for all your content.
Once again both SEO plugins do a good job of managing meta descriptions however SEOPress allows you to view your metadata in columns in your WordPress pages view so you can compare all your pages and their metadata against each other which really helps you grasp an overall view of your whole website’s metadata content. In addition to this SEOPress not only creates an XML sitemap, which Yoast does as well but it also creates a HTML sitemap which does not at the time of writing this post.
Cornerstone content is the core of your website. It consists of the best, most important articles on your site; the pages or posts you want to rank highest in the search engines. Cornerstone articles are usually relatively long, informative articles, combining insights from different blog posts and covering everything that’s important about a certain topic. Their focus is to provide the best and most complete information on a particular topic, rather than to sell products. Still, they should reflect your business or communicate your mission perfectly. Cornerstone content can be either a blog post or a page. But whichever they are, you should make sure they’re very well written, update them often, and aim to get them to rank for your most competitive keywords. While Yoast seems to have this covered as targeted content SEOPress looks at all the website content that does not have any nofollow or noindex metadata as cornerstone content. SEOPress also identifies which pages has this metadata and which don’t in the WordPress pages view.
Yoast SEO plugin is a initially free plugin to use with your website however if your selling products online we suggest upgrading to the pro version or bundle versions with the Yoast for WooCommerce and the pro version plugin however this will cost you money, a lot of money. It could mean the difference of hundreds of hours of work and money to rank your site organically on search engines.
At Kodako we think the premium version of SEOPress is the better of the two plugins as it does it all for a very reasonable price including creating google structured data types, displays google analytics in the WordPress dashboard, includes Google Page Speed to test for mobile and desktop loading. It also has SEO for WooCommerce and 404 monitoring, redirects, white label for agencies and no ads or back linking all of which Yoast doesn’t have.
So at the end of the day, SEO requires work to get it all completed and it takes a lot of time to do it well so using a plugin with an excellent UI that is modern and that has great support at a modest price. SEOPress is worth trying and by default the pro version is installed and configured on all our website designs.