Use the Power of Yoast to Optimize Web Content

WordPress’ Yoast is a plugin that can help you optimize your website content. Yoast creates fields on the back end of your website where you can identify keywords and write metadescriptions. Metadescriptions are the little narratives that show up on search engine results pages (SERPs) right below the link to your website. You can control these, so why wouldn’t you? Think of these as little customized promo spots. Make it easy for yourself and use the power of Yoast to optimize your web content.

Yoast will help you optimize your website content

After you’ve written your landing page content or blog, scroll down to the Yoast fields and identify your focus keyword and write a metadescription. Now scroll down and see how you did. Yoast rates your effort for its search engine optimization (SEO) value and readability. Green is good. Red sucks.

Now go back and make corrections. You’ll find that this gets easier. I generally write my content, then go back and retrofit it.

• Your focus keyword is critical.This word/phrase should be integrated throughout your page/blog. It should be in the page title, the first and subsequent paragraphs and in your subheads.
• No keyword stuffing allowed. Beginning with the Mobilegeddon algorithm change in 2015, you now have to have something to say. Google hates it when you fill a page with meaningless keywords.

Yoast doesn’t stop with keywords; it will also help you:

• Identify readability. For maximum understanding, we should be writing at a fifth-grade level. Yoast gives us a readability score, and most of us fail.
• Get in the habit of using short, crisp sentences. Break long sentences and paragraphs into short, crisp ones. Use short words and subheads. Make it easy for a reader to scan your subheads; together they should tell a story.
• Header evaluation. Yoast will let you know if your headline is wider than the viewable limit. If your title has a bunch of skinny letters, you can use more characters than if it has a lot of fatter, rounder characters.
• Metadescriptions. These should include your focus keyword and be within 156 characters.
• Internal links. Including an internal linking strategy on your website is a great way to encourage readers to stay on your site and drill down through your pages.
• Images. Every page should include an image. There are four fields that are associated with each image—title, caption, alt tag and description. Fill these in and use your focus keyword.

One more thing: Search engines love long posts

Keywords are about, well, words. You can’t rank if there’s no content. The longer your posts, the greater your chances of appearing in search engines—they have more clues to identify what your posts are about. An ideal blog post should have around 1,000 words to ensure  enough keywords for ranking.

Frankly, the prospect of coming up with a 1000-word blog on a regular basis is terrifying. But do think about 300-words as a minimum standard. If you’re writing something about which you’re knowledgeable and passionate, this shouldn’t be paralyzing.

Need some help getting started? Contact Top of Mind Marketing. We’re writers and internet marketing experts.

Use Cool Free Tools to Become a Better Writer

Not a great writer? Not a problem. These cool free tools will help you become a better writer. They’ll help improve the quality of your writing and make it more accessible.

Grammarly. Upload an article and this impressive app picks up potentially embarrassing editorial mistakes. Grammarly highlights grammar, punctuation, spelling and subject-verb agreement issues. It gives you a score—mine was in the high 90s. Good. It also told me that my article could be read by those with at least a ninth-grade education. Not so good. In an earlier blog I mentioned that we should be targeting readers at a fifth-grade level.

Hemingway. This cool, free tool is named after novelist Ernest Hemingway who was all about crisp, efficient writing, the Hemingway app is an excellent tool for sharpening your writing. Paste your work into the editor, and it will automatically highlight sections of your writing; each color suggests a different type of improvement you could make.

• Yellow–Shorten or split sentences.
• Red–Sentences are too dense and complicated.
• Purple–Overly complex words. Hover over them and Hemingway will suggest simpler alternatives.
• Blue–Use of adverbs, which come across as weak.
• Green–-Use of passive voice, which is less engaging. You should be acting rather than being acted upon.

Emotional Marketing Value Headline Analyzer

Once you get past the name, and you’ll find that this tool is something you’ll want to be using on a regular basis. It’s based on the premise that we want to be reaching our audiences on an emotional level.

If no one reads your headline, nothing else matters. Here’s how this works: EMV (Emotional Marketing Value) words have “sounds tones” which produce stronger “emotional” reactions and are thus better at reaching the reader on an emotional level. The Analyzer givesyour headline a score based on the total number of EMV words relative to the total number of words it contains. The higher the percentage of EMV words, the better your headline is likely to perform.

Buzzsumo: Cool, free and a rich source of blog topics

One of our biggest challenges is coming up with blog topics. I love Buzzsumo. Scroll through this site and you can view a year’s worth of topics in your interest area that were most popular on Facebook, LinkedIn, Twitter, and Pinterest. You want to be targeting those topics for where there’s a significant amount of interest. Another good place to look for ideas? SlideShare. Spend some time perusing these topics and you’ll emerge with lots of good ideas.

Don’t count on this cool free tool: Microsoft’s spellcheck

If you’re relying on Microsoft’s spellcheck, keep in mind that while it’s a really good start, it doesn’t begin to address things like subject-verb agreement or the gazillion words that no longer need to be hyphenated. Language evolves at a faster rate than what Microsoft can deliver.

None of these tools is going to write your blog for you

It’s hard to beat cool and free. But you still need to sit down and write. Make it a commitment and own it. And use these apps to help you become more attuned to good writing.

Need help developing your content marketing program?

Contact Top of Mind Marketing. We’re writers and content marketing experts.