Académique Documents
Professionnel Documents
Culture Documents
WordPress
Marieke van de Rakt,
Joost de Valk
Colophon
© 2016 Yoast
ISBN/EAN 978-94-92320-09-4
NUR 988
Publisher: Yoast
Authors: Marieke van de Rakt, Joost de Valk
Editor: Mijke Peters, Marieke van de Rakt
Design: Mijke Peters
Illustrations: Tim Hengeveld, Erwin Brouwer
Photography (blog examples): unsplash.com, pixabay.com
Edition: 1
Table of Contents
Where to start? 7
Formulate a mission 9
Ways to make your mission clear to your audience 12
Technical SEO 17
Keyword research 53
How to come up with ideas for your blog? 65
Content managing of a blog 71
How to handle comments on a blog 74
Site structure 80
3
UX 102
Call-to-action 104
Menus 109
Readability 114
Marketing 169
Epilogue 223
4
About this book
Your website can be a way to express your thoughts about the world.
Blogging, for instance, could be a way for you to share your knowledge
and to help people in a certain community. It could also be a strategy
to attract readers and customers to your website. But in any of these
cases, a site owner would like to attract an audience. Ranking high in
the search engines like Google is one of the most important ways to
drive traffic to your site.
In this eBook, we will take you through every aspect of Search Engine
Optimization that is important for people maintaining a site. In the
first section, we will challenge you to really think about the mission
and the purpose of your site. In the following sections, we will teach
you about all other aspects that are important in optimizing your site.
We will focus on technical aspects, on site structure, on copywriting
and on User eXperience. But also, we will help you to find topics to
blog about, give tips on marketing and finally on monetizing your site.
5
Blog examples
The example blogs are all entirely made up and not based on ‘real blogs’
(with the exception of yoast.com, which genuinely exists ). We used
our experience with blogs and transformed this experience into
fictional blogs. The kind of blogs we use as an example are in fact
fairly common. Sometimes, in order to make the example more real,
we had to really dive into the specific topic of that blog. Please
remember that all the information of these blogs is purely fictional and
should be seen solely as illustrational and not functional (so please do
not take our advice on running a marathon in section 3). Whenever we
use an example you will see this icon:
6
Section 1
Where to start?
In this section, we will help you to start optimizing your site. The
most important thing for every site is to have a clear mission. Sites
need to have purpose and focus in order to appeal to people. Any
improvements on your site should start by (re)formulating the
mission of your site. In the first chapter of this section, we will help
you do that. In chapter 2 we will help you communicate your mission
adequately towards your audience.
7
My awesome crazy life ~ Michael is a student who just likes to
write. Lots of friends like his columns and short stories and one
day he decides to write down the things that happen to him.
That’s the way his blog ‘my awesome crazy life’ had started. He
writes about his classes, about his girlfriend and about the parties
he visits.
8
Chapter 1
Formulate a mission
If you decide to start a website, you will most definitely have some
idea what your site will be about. Perhaps it will be a very personal
diary-like blog in which you offer your audience an in-depth view of
your exciting personal life. It could also be a site about a hobby or
about your profession.
And then you starting writing. Every site is born with that very first
post. Every blogger starts by writing and while you keep going, your blog
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will gain identity. Somewhere along that way, you should really take
some time to think about what you want with your site. In order to really
make something of your blog, you should turn your idea into a mission.
Formulating a mission
Before starting with optimizing your site, you will have to think about
your mission. Do not think too lightly about this. It is really hard to
have (and keep) clearly in mind what it is you want to write about. To
show you, we’ve made a list of questions you should be able to answer
after you’ve thought it all through. A lot of people can’t answer these
questions effectively at first. So take your time:
• Who are you and what is your site about?
• What makes your site special?
• In what way will your site help, entertain or inform your readers?
• What does your site add to sites that already exist? In what way is
your site better or different than others?
• What is the reason your website exists, besides making money?
Businesses are born of ideas, some of which are great, some are not.
But they’re all born out of the idea that what you have to offer is
special, and adds something to the market. The same goes for
successful blogs. Make sure that you have a clear vision of what it is
that you are offering to your readers. That benefit, that advantage,
that promise, should be clearly reflected on your website.
So the first step in starting a successful site is thus to write down your
mission. But, also if you already maintain a site, writing down your
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mission will be the first step in improving that site. You just have to
figure out what makes you stand out from the rest. Take the time and
literally write down your mission on a piece of paper. Of course a
computer or an iPad will do as well. You have to come up with one
mission, one message to send to your audience.
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Chapter 2
Once your mission is clear, you should make sure that your mission
is clearly reflected on your site. Your mission should be clear and
obvious when visitors enter your website. That way, your site will be
able to attract new visitors. Be aware you have literally just seconds
to get your most important point across. People’s attention span is
really short. So you have to make sure you tell all the important stuff
first, and tell it quickly.
There are a few ways to make sure your mission is instantly clear to
your audience. You should pick or design a theme that fits your site,
come up with clear headlines and taglines, write decent introductory
content and insert nice, suitable pictures.
1 Pick a theme
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2 Name and taglines
An important way to communicate your mission to your audience is
to make good use of your blogs name and tagline. The name is (or,
should be) in the title of every page. A tagline is a small amount of
text which serves to clarify a thought. It could be the explanation of
the name, or a description of your brand or company.
Make sure that your site’s name but mostly your tagline clearly
communicate the core goal of your site. This is most easily done by
creating a tagline for your site that immediately reflects what you do.
Your site’s name should, if it’s not related to an existing brand, be
something that’s brandable and easily remembered. You get bonus
points if it also makes clear what you write about immediately.
13
example
3 Introductory content
Your homepage and your landing pages should include a clear intro-
duction. In this introduction you explain the mission or the purpose
of your site. What is your site about? Make sure this text is really clear
and adapt to the language of your audience. This text should not be
too long (one or two paragraphs at the most)!
14
My awesome crazy life ~ The introductory content of My
awesome crazy life reads: My life is crazy. My days are filled with
studying for finals, writing essays, partying and falling in and out
of love. The lives of my goods friends Jason and Lauren are even
more crazy than mine. Frat parties, sex, drugs and rock and roll. I
will give you a peek in my world. Join me and my friends in my
awesome crazy college experience and stay tuned for the ins and
outs on my journey and struggles as a college student.
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4 A picture is worth a thousand words
Yoast tip
If you are selling candy, make sure to put pictures of tasty candy on
your homepage. If you are selling cruises to Hawaii, you could defi-
nitely take some great shots of a tropical island and a nice cruise
ship. For those of you that sell things like consultancy or plugins for
that matter, it is more difficult to find suitable pictures.
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Section 2
Technical SEO
17
PhotoSofy ~ The example central in this section is PhotoSofy, a
blog maintained by a young photographer. She posts photos of
her projects on her blog and writes accompanying texts. The
photographer focuses on taking pictures of nature (beaches,
forest, animals). Her blog serves as a portfolio and helps her to
find new clients.
Yoast tip
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Chapter 3
If you want to improve the SEO of your site, you need to understand
some basics of SEO. That’s what this chapter is all about.
Note that we’ll talk about Google when we refer to a search engine. Of
course, there are many other search engines, like Bing and Yahoo. But
since Google pretty much dominates the search engine market, we
will only refer to Google in our texts.
Search engines like Google follow links. They follow links from one
web page to another. Google consists of a crawler, an index and an
algorithm. A crawler follows the links on the web. It goes around the
internet 24/7 and saves the HTML- version of a page in a gigantic
database, called the index. This index is updated if the Google crawler
comes by your website again and finds a new or revised version of it.
Depending on the traffic on your site and the amount of changes you
make on your website, Google comes around more or less often.
For Google to know of the existence of your site, there first has to be a
link from another site - one that is already in the index - to your site.
Following that link will lead to the first crawler-session and the first
time your site is saved in the index.
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Google’s secret algorithm
After indexing your site, Google can show it in the search results.
Google has a specific algorithm that decides which pages are shown
in which order. How this algorithm works is a secret. Nobody knows
exactly which factors decide the ordering of the search results. More-
over, factors and their importance change very often. Testing and
experimenting gives us a relatively good feel for the important factors
and the changes in these factors.
Yoast tip
Google’s result page shows about 7 or 10 links to sites which fit your
search the best. We refer to these results as the organic search
results. If you click to the second page, more results are shown. The
further down the results you are, the less likely someone is going to
find your site from their search.
20
Figure 5: you’ve probably know one or two Google memes
Above the 10 links on the first page are paid links, most of the time.
These links are ads; people have paid Google to put these links at the
top of the site when people search for a specific term. Prices for
these ads vary greatly, depending on the competitiveness of the
search term.
21
Universal search
Next to the organic and the paid results, Google also embeds news items,
pictures and videos in its search results. This is called universal search.
22
What is Search Engine Optimization?
2 Off-page factors. These include the links to your site. The more
other (relevant) sites link to your website, the higher your ranking
in Google will be. We’ll talk a bit about link building in chapter 32
in section 7, Marketing.
23
Chapter 4
Before you begin: make sure you host your site on your own domain.
That will give you the best chances to compete with others in the
rankings in Google.
Figure 8: host your site on your own domain
Why WordPress?
24
It’s very easy!
WordPress core already comes with features for every user, but you
can upgrade your functionality with plugins. There are literally tens
of thousands of plugins (free and paid) which allow for social media
widgets, spam protection and so much more. Tips on how to select
plugins that are right for you can be found in the security chapter
later on in this section.
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It’s very free!
You do not have to pay any kind of license fee to WordPress. It’s free!
And it’s open source. So you are free to use WordPress in any way
you choose: you can install it, use it, change it, distribute it. As the
most popular CMS (Content Management System) on the web,
WordPress has a large and supportive community. A lot of very
skilled developers (including some of our own best developers) work
together to make WordPress even better. You can ask questions on
support forums and get help from volunteers.
You can read much more about these and other WordPress features
and requirements and find testimonials on WordPress.org.
Yoast SEO
26
Our premium plugin offers some extra features and the help of our
support team. That could be really useful, if you have a hard time
installing our plugin. Admittedly, the plugin has quite a lot of differ-
ent settings and it could be a challenge setting up. We are currently
finishing up a training about the Yoast SEO plugin (what is does and
what the settings do). If you want to know more about what the
plugin does and what the different settings are for (and which you
should use for your specific blog) you should definitely look into the
Yoast SEO plugin training.
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Chapter 5
Security
You cannot neglect the security of your website, especially when your
blog is getting a bit larger. Failing to take the necessary precautions
can lead to malware infections, branding issues, Google blacklists
and possibly have a huge impact on your SEO (something dear to our
hearts).
WordPress security has always been food for thought. Even though
most of the recent updates including WordPress 4.0 deal with
WordPress security issues, there is still a lot that can be done to
improve that security, even by the less tech-savvy among us. In this
chapter we’ll walk you through a number of suggestions on how to
improve security on your own WordPress website. WordPress itself
also has a list on WordPress security tips you might want to read.
Perhaps the easiest baseline step for WordPress security you can take
as a WordPress user is to stop using ‘admin’ as a username. Choose
something else please! It’ll cost you nothing, and the install makes it
really easy to do. A majority of today’s attacks target your wp-admin/
wp-login access points using a combination of admin and some pass-
word. Common sense would dictate that if you remove admin you’ll
also kill the attack outright.
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When we say ‘admin’ we are speaking specifically to the username
only and not the role.
Simply create a new user in WordPress at Users > New User and make
that a user with Administrator rights. After that, delete the admin
user. Don’t worry about the post or pages the admin user has already
created. WordPress will nicely ask you: “What should be done with
content owned by this user?” and give you the option to delete all
content or assign it to a new user, like the one you’ve just created.
Make sure that not every user that has access to your WordPress
backend is categorized under the administrator role. Assign people to
the appropriate roles and you’ll greatly reduce your security risk.
The third thing you can do in order to increase the security of your
weblog is to choose a less common password. An easy thing to
remember is CLU: Complex. Long. Unique. This is where tools like
1Password and LastPass come into play, as they each have password
generators. You type in the length, and it generates the password.
29
You save the link, save the password, and move on with your day.
Depending on how secure you want the password to be, you set the
length of the password (20 characters is always right) and decide on
things like the inclusion of less usual characters like # or *.
The fourth thing you should do is to make sure to change the Word-
Press table prefix. By default, the WordPress table prefix is wp_. You
must have noticed by now that WordPress security is also about
replacing all default, and this is no exception. If you use zr37tm_, that
will be much harder to guess and therefore your database will be
harder to access. If you have a new site, you’ll be asked to add it in the
5 minute setup when entering database details (see image):
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It’ll end up in wp-config.php at:
$table_prefix = ‘wp_’;
Another reason to secure that file.
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6 Disable file editing
If a hacker gets in, the easiest way to change your files would be to go
to Appearance > Editor in WordPress. To lift your WordPress security,
you could disable writing of these files via that editor. Again, open
wp-config.php and add this line of code:
define(‘DISALLOW_FILE_EDIT’, true);
Of course you’ll still be able to edit your templates via your favorite
FTP application, you just won’t be able to do it via WordPress itself.
Another thing you can do to protect your weblog is to limit the amount
of login attempts. Attacks like a brute force attack target your login
form and try every combination of username and password they can
think of. So limiting login attempts greatly reduces the chance that
they will eventually find the right combination.
The All in One WP Security & Firewall plugin has an option to simply
change the default URL (/wp-admin/) for that login form. Next to
that, you could also limit the number of attempts to login from a
certain IP address.
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9 Hosting & WordPress security
33
10 (Free) plugins & themes
There is one other thing you want to check. If a plugin hasn’t been
updated for two years, WordPress will tell you that. It doesn’t mean
it’s a bad plugin, it could simply be that there hasn’t been a need to
update, because the plugin just works. The ratings will tell you that,
and the compatibility with the current WordPress version, which is
also listed on the plugin page at wordpress.org. Having said that,
Sucuri strongly recommends against using any plugins that haven’t
been updated for that long. You should take their word for it.
34
Figure 11: last update and compatibility listed on the plugin
page at wordpress.org
Based upon these ratings and compatibility, you could pick your
plugins less random and have a larger chance of some kind of security
being added.
11 Contact Sucuri
We’ve already mentioned our friends at Sucuri. Sucuri has done a
tremendous job on our Yoast plugins and have helped on several
hacked websites in the past. Sucuri is a globally recognized website
35
security company specializing in bringing peace of mind to website
owners, including us here at Yoast. We’ve partnered with Sucuri
because we take security very seriously, it’s not and should not be an
afterthought.
36
Chapter 6
Speed
Site speed is one of the factors that determine whether you get a good
ranking in Google. While site speed was historically not the most
important one, it’s growing in importance more and more. A slow
website will result in a slow crawling rate, Google will be slower to
fetch pages on your site and thus might take longer to index new
content. Making your website faster will be a relatively easy way to
increase the chance of getting high rankings in Google.
Moreover, a fast site will give a much better User Experience than a
slow one. That’s is also a very important reason to make sure the
speed of your site is optimal.
37
Tools to check your site speed
In our website reviews, we always check the site speed of a website.
Obviously, site speed is different when checking it from different
locations. Just one reason why speed tools do not always provide the
same results. That is why we use all these tools in our site reviews
(and do not rely on just one):
• Google PageSpeed Insights
• Pingdom Tools
• Yslow
• WebPageTest
If you want to test your site speed, you can enter the url of your
website in these tests. They review the speed of this site and give a
list of options on how to improve your site speed. Both Google and
YSlow have reasonably good, though slightly technical, explanations
on the various aspects that you can improve. The other tools show a
little less explanation and are a bit harder to interpret.
38
Plugins you should use
There are several major caching plugins for WordPress which will
make your site much faster, the most well-known ones being W3
Total Cache, WP Super Cache and WP Rocket.
WP Super Cache does what it says on the tin: it caches your site. It
does that well, without too many bells and whistles. WP Rocket is
better, they offer a solution to speed up your site without much
hassle and without the risks of breaking things. WP Rocket is a paid
plugin though.
Yoast tip
Use WP Rocket if you don’t mind paying a little money, and choose
WP Super Cache if you don’t want to spend anything.
39
Hosting
Site speed has a lot to do with your hosting. Many problems with site
speed are actually things your hosting party could take care of for
you. Hosts like GoDaddy Pro and WP Engine will do this and more and
more hosts are start doing this as well.
40
Chapter 7
Mobile
Desktop search?
This Mobilegeddon update probably doesn’t impact desktop search
directly. But Google is known to use the click-through rate (CTR)
from the search results as a ranking factor, which we’re guessing
41
will be impacted. If your website isn’t shown in the mobile results,
people who searched for one of your keywords on their mobile
devices won’t be able to click on your site. Your total CTR will there-
fore decrease.
42
Figure 12: non-responsive site vs responsive
And when you get the message that your page is not mobile-friendly,
they’ll obviously also tell you why not. However, it only checks one
page at a time, so this is probably not the best option in case you
want to check your entire site, but might be useful when you’ve
added a new page. To get a better overview of your entire site’s
mobile-friendliness, check the Mobile Usability section in your
Google Search Console. This will give you a list of all the all the pages
Google found errors on.
43
If your website is not mobile-friendly according to this test, you
really have work to do! You see, this test actually gives a pass to a lot
of sites that aren’t even that mobile-friendly, so if your site doesn’t
pass this test, it must work really poorly on mobile devices. Chances
are very high your site will not appear anywhere near page one in the
mobile results of Google.
Yoast tip
Responsive design
What is a responsive design?
44
A responsive design automatically scales to the right format, making
sure your website looks decent on all screens.
With the mobile and desktop versions of your site designed, it is time
to decide where to ‘break’ your design.
Break it down
After you have designed your mobile and desktop website you will
have to think about breakpoints. A breakpoint is the screen size at
which your site switches between designs. At what point (at what
45
browser width) will you decide to show people the mobile version
instead of the desktop version? In order to make these choices, you
should do some testing. Look at how your website looks in different
formats. Take that iPad and judge the quality of your website, test
your website on different mobile phones and on desktops with
different resolutions. Your website should look at least decent (and
preferably awesome) on all possible devices. Keep testing, even after
you have chosen your breakpoints. Alter them if necessary.
Design your mobile blog and its structure with the mobile user in
mind. Think about the reasons visitors use their mobile phones to
check your weblog. Perhaps they want to read one of your blogs and
easily find related articles. Make sure your mobile visitor can easily
do that. Check your Google Analytics in order to know which pages
are most visited amongst your mobile audience. You can easily check
this in Google Analytics, for instance at Audience » Mobile » Devices
by adding a secondary dimension for Destination Page.
If someone finds your website and starts browsing it, make sure they
can easily find and complete what they wanted to do. The use of a
mobile phone most of the times implicates being on the go and a
lesser attention span. Distractions are everywhere. Design your
mobile UX to make sure they get things done.
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2 Hamburger menu & sticky menu
Figure 15: sticky menu, hamburger menu and the search option always
available
Yoast tip
Your mobile menu should stay focused, especially when your website
also has a drop-down menu. Consider creating great landing pages
for your main menu items and just forget about the submenu for
your mobile website. It will be more convenient to focus on mobile
search instead. As the small mobile device does not allow you to put
everything in your mobile menu, you want the search option to
always be available.
47
3 Large touch surfaces
We already mentioned this before, and it’s so obvious, yet still not
common. Mobile websites are usually browsed with a thumb. And we
need to be able to click elements with that thumb as well. Google
Insights checks this under Size Tap Targets Appropriately.
And not just buttons, but other elements can be too small or too close
for a finger. It’s really annoying to click a link and end up somewhere
else, just because the link next to it is too close to the link you wanted.
It’s in Google PageSpeed Insights as well, like the button hit areas.
That tool is not the holy grail of mobile UX, but if Google can test it
that easily, why not keep it in mind when designing your mobile
website, especially when designing elements like a mobile menu or
footer links.
Font size is really important for mobile UX of blogs. You can’t just use
all the desktop font sizes on your mobile website as well. There are
two reasons for that:
48
1 The mobile screen size. You don’t want the title to fill the screen,
you want to make sure the article starts within the first view of the
page. Nor do you want the base font (like your paragraph font) to
be too small to read without having to pinch and zoom.
2 You’ll create a mess when using 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.
Yoast tip
If you are using WordPress, you’re in luck. As per version 4.4, Word-
Press is serving images based upon the size of your screen by default.
It checks the resolution of your device, and serves an image in a size
that is most suited for that resolution. This goes one step further
than just using a responsive image; it actually uses a smaller or larger
image. Technical info: this is done by using the srcset attribute in the
image tag. The use of that tag is not limited to WordPress, by the way.
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Section 3
50
FitnessFlorida ~ In this section a fitness blog called ‘Fitness-
Florida’ will be central. FitnessFlorida is a blog which is owned
and maintained by a personal trainer who is situated in Miami
and aims to help young people get fit. He is an expert in coaching
young, overweight people, helping them get back in shape. His
blog offers tips on how to get fit and healthy. The aim of this blog
is to inform readers about fitness and show them his expertise. In
the end, the personal trainer aspires to attract new customers to
add to his clientele.
Introduction
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Always start with keyword research
Your content is the most important ranking factor. You should write
about the topics you want to be found for. That is why you always
start with keyword research. This can be defined as the activities you
undertake in order to compile an extensive list of keywords and
phrases which you would like to rank for.
In chapter 8 and 9 of this section, we will take you through the process
of doing keyword research. But mind you, keyword research is not
the only step in this process. In the remainder of this section we will
give tips on how to come up with new topics to write about, how to
manage the content of your blog, and how to handle comments.
52
Chapter 8
Keyword research
In this chapter we will give you practical tips on how you can execute
your own keyword research. If you want to learn more about keyword
research, you should definitely look into our Content SEO eBook, or
our Basic SEO training.
Before starting the actual keyword research, you want to think about
your mission (see section 1 chapter 1 about mission). Your mission is
the thing that makes you stand out from all the other sites. While
formulating your mission you should answer questions like: who are
you and what is your blog about? What makes it special? Take the
time and literally write down your mission.
Once you have formulated a clear mission, you can start making a list
of all the search terms (keywords) you want your site to be found for.
If your mission is clear, you should have little trouble coming up with
search terms that apply to your niche and your unique selling points.
These will be keywords you want to be found for.
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FitnessFlorida ~ FitnessFlorida focuses on young, overweight people
in Miami. Its mission is to get these people healthy and fit. The blogger
behind FitnessFlorida starts with an extensive brainstorm. He invites
some befriended colleagues to help him with his first brainstorm. They
come up with the following list of keywords they want to rank for:
In order to come up with good terms you really have to get inside the
heads of your audience. How are they most likely to find you? What
would they search for? At the end of your keyword research, you
should have a list of all the relevant search terms people could use.
Also think of combinations and nuances within these terms.
54
Google Adwords Keyword Planner
Use the Google Adwords Keyword Planner to find new and related
keywords. But ignore the search volume data! The search volume
data in the planner is really only useful for keywords that you’re
actually spending money to advertise on. Otherwise, these volumes
are not a reliable metric.
While it’s not really helpful in deciding which keywords are most used
by your potential audience, Google Adwords Keyword Planner does
make a useful tool for coming up with ideas for potential keywords.
Google Trends
55
Figure 17: ‘Fitness’, a seasonal keyword due to new year’s resolutions
56
Creating an extensive list!
The above tools will help you to cobble together an extensive collec-
tion of keywords. The next step is to actually make a useful overview.
Making a table can help with this. Try to come up with combinations
of keywords as well. And order the keywords by some kind of priority
– which of the keywords are especially important to rank for (very
close to your mission) and which ones are less important? In choosing
which keywords to tackle first, you should also consider how likely it
will be that your site will be ranking for that specific keyword. Read
more about that in chapter 9.
Florida Miami
Running schedules
Running schedules Running schedules Miami
Florida
Figure 18: This is part of the table of the result of the keyword research
for FitnessFlorida. The bold keywords are the keywords the blogger wants
to tackle first.
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Step 3: Construct landing pages
Even if you have a reasonably small site, you’ll still probably end up
with a couple of hundred keywords. But you don’t have to make land-
ing pages for all of these immediately. The great thing about having
a Content Management System (CMS) like WordPress is that you can
incrementally add content. Think about which set of keywords you
would like to rank for now, and which one aren’t that important (yet).
Write blog posts about the most important keywords in your near
future and leave the less important ones for later.
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Adapting your keyword strategy
59
Chapter 9
Whether or not you will be able to rank for the keywords that fit your
site and your audience largely depends on the market you are in.
Some markets are highly competitive, with large companies domi-
nating the search results. These companies have a very large budget
to spend on marketing in general and on their SEO specifically.
Competing in these markets is hard, therefore ranking in these
markets is also hard. In these cases, focusing on long tail keyword
would be a great SEO strategy. It allows you to gradually get more
traffic and to be found by new and motivated audiences.
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competition
Figure 19: long tail: the more specific your keyword, the less your competition
Most sites have one main topic. Mom blogs are usually about children
and family life, food blogs are about recipes, eating habits, and
restaurants. Yoast.com is all about SEO. We even named it SEO blog
in our redesign. So it makes sense that all of our blog posts are about
SEO, or SEO-related topics. SEO is definitely something we like to be
found for, so that is our number one keyword. You cannot optimize
all your posts on that number one keyword (or keyphrase). Instead,
you should write a whole number of blog posts about all kinds of long
tail variants of your number one keyword.
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FitnessFlorida ~ F or FitnessFlorida the main topic is Fitness in
Florida. There will be blog posts about exercises, running routines
and fitness products. The blogger cannot optimize all his posts for
the keyword Fitness Florida, there is simply too much competi-
tion. But in the previous chapter, we have seen part of the result
of his keyword research. The blogger of FitnessFlorida works in
Miami. Part of his keyword strategy is to rank for search terms
containing Miami. Attracting the audience in Miami will be easier
because the competitiveness of the keywords will be much smaller
(‘running maps’ for instance is a much more common keyword
than ‘running maps Miami’).
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Link from the tail to the head!
If you optimize different blog posts for different long tail variants,
you should make sure to link from these blog posts to your more
‘head’ category pages and from these category pages to your most
awesome landing page. Remember: always link from the ‘tail’ to your
‘head’! That way, you show Google what the structure of your blog is
and which of your pages are most important.
Make sure your most amazing pages rank high in Google! Perhaps
you have a page with your most innovative fitness exercises, which
will immediately convert passing visitors into loyal blog followers.
Make sure your different long-tail-optimized blog posts all link to
this most important ‘head’ page of your blog. These ‘head’ pages
could for instance be cornerstone content (see chapter 17) or well-op-
timized (sub)category pages.
In our view, there are two important reasons why you should focus on
long tail keywords:
1 Easy ranking. It is much easier to rank for long tail keywords than
for more common keywords, because fewer websites compete for
high rankings in the result pages of Google. The longer (and more
specific) search terms are, the easier it is to rank for the term.
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Because of the vastness of the internet, it is easier to find your
audience for your specific niche. Focusing on a group of long tail
keywords will result in a great deal of traffic altogether.
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Chapter 10
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Tip 1: Reading other blogs
A great way to come up with ideas for blog posts is to read other
posts on the subject. Reading the material other people create will
most definitely provide inspiration for your own blog posts. The
pitfall of reading other people’s work however is that it is hard to
formulate your own opinion on the topic after you have read some-
one else’s.
By only reading the titles of other people’s blog posts you can still
find ideas for topics without subconsciously copying their opinion.
Browsing your way through some blogs this way should give you
enough inspiration to come up with new posts for your own blog.
Another way to come up with ideas for blog post is by referring and
writing about current events. Keep an eye on different news sites,
and write posts in which you incorporate your views on the news in
your niche. Perhaps you can set up an alert for a specific topic.
Yoast tip
If you want to know more about how to use news as a way to create
content make sure to check out Newsjacking!
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FitnessFlorida ~ T he blogger at FitnessFlorida keeps track of all
the new fitness devices and trends. He is subscribed to other blogs
and news sites which follow the latest fitness trends. On Fitness-
Florida the blogger describes the latest fitness techniques and
explains how you can incorporate them in your personal training.
Also, he regularly gives his expert opinion about new fitness trends.
Situations from your own work could also be great inspiration for blog
posts. If your clients or colleagues are faced with a certain problem, it
could well be that other people encounter the same problem. You
should always make sure to respect the privacy of your client, friends,
or colleagues and ask for permission to use their case in your blog, but
if a lot of people have the same problem your post can quickly get a lot
of traffic.
If you are writing a blog post, make sure you are sticking to one topic.
If you notice that you are talking about many things in one post or your
post gets quite lengthy, you are creating a series without realizing it.
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You should then divide your text over several blog posts.
At Yoast, we call this ‘pulling a Michiel’ (after Michiel Heijmans, who
always thinks he is writing one post, while in fact he is creating a
bunch of posts all at once).
Ideally, you would want to write slightly different posts around the
same keyword (focusing on different long tail keywords). This will
help you rank for that keyword. And one blog post usually leads to
inspiration for more blog posts.
Yoast tip
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Tip 5: Interact with your audience
If you invite your audience to leave comments on your blog, you could
receive feedback and questions (maybe not right away though). While
most of the feedback will be just nice to hear (or not, we will get back
to you on how to handle that), you might receive some questions as
well. Perhaps some of these questions are easy to answer in a reply,
but some questions require a longer response. Those kinds of ques-
tions are excellent starters for your next post.
If your site offers an internal search function, your audience will use
that to look for posts or pages about certain topics. This is tremen-
dously useful for them to find related content, but it could well be
that people search for terms you haven’t yet written about. Looking
at these search terms should bring some inspiration!
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Tip 7: Google your own keywords and see what
other people write about
Once you have executed your keyword research, you should have
some input on what words you could be found for. Make sure you
google these keywords and read the results. What do people actually
find if they search for that specific term? How does your blog idea fit
between these search results? Maybe the results inspire you to write
something similar, something that will fit in with the present results.
Trying to write something that will stand out could also be a very
smart strategy.
The internet should not be your only inspiration in your search for
new keywords. You could very well search in books as well for
instance. Enter a keyword you would like to rank for on Amazon.com
and see which books come up. What are the bestsellers? Which angle
did they pick? Make an effort to find inspiration outside your chosen
medium.
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Chapter 11
Maintaining a site takes more than just writing a bunch of pages. You
should develop some kind of strategy and planning for your content
(especially if you are writing with multiple authors). Also, you should
interact with your audience and respond to their comments.
Content planning
If you are serious about your site, you should make a plan for your
content. If you have a personal blog, planning your content will be
fairly easy. Planning becomes much harder if you are working with
multiple authors writing about different topics, or invite guest blog-
gers. Make sure to read the chapter about multiple authors as well.
Frequency
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Variation
If you often write about similar topics, make sure to mix things up a
little. Don’t write articles about nearly identical topics one after the
other. Of course you can still write blog series, but try to vary
between topics as much as possible. You could also make variations
in the form of your content. A video post for example really spices
things up!
If you are blogging with more than one author, planning can quickly
get complex. It is wise to create an editorial calendar in which you
plot out all the posts the different authors are going to write. This
could just be an excel sheet, but you could also use a plugin or service
for this, for instance Trello or MeisterTask.
Brainstorm
If you want to create an editorial calendar, you could start with a brain-
storm. Invite all your blog authors and sit together. Ask everyone
what their ideas are and which posts they would like to write in the
near future. Make a list of these ideas and wishes, and then plot them
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out on a calendar. Make sure your authors finish their blogs a few
days before the post date so you can proofread, edit if needed, and
find or create accompanying illustrations or photos.
When planning content, you should take a look at your own calendar
as well! Are there any major events coming up which are worth
mentioning in your blog post? Or should you write some seasonal
posts? Make sure to mix these ‘current-events posts’ with the other
posts you have lined up.
Yoast Tip
A nice plugin which allows you to collaborate with your editorial team
inside WordPress is Edit Flow.
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Chapter 12
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The likelihood that people will come back to read your next post will
really increase if you are a committed and involved blogger. If people
see that the author of a post takes time to read and react to his audi-
ence, they will know that you take them and their writing seriously.
And that’s a reason to come back to your site.
Comments add content to your blog post. And Google indexes all
content on your website, including every comment in every blog post.
Do not get excited just yet, because Google will instantly recognize
comments as being just comments. Their value for the search engine
will be much lower than the original content of the blog post.
Responding to comments will therefore not instantly improve your
SEO, but it will result in higher percentages returning visitors.
The comments people leave on blogs can be divided into four types.
First, the positive feedback. Some people just want to say that they
like you, your company, or your blog post. That’s always nice to hear.
Make sure to reply to some of these (even if it’s just a quick “thanks!”)
or express general gratitude in an upcoming post, so the person
giving the compliment feels appreciated.
The second type of comment are the questions your audience has
after they’ve read your post. Perhaps something remained unclear or
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something you wrote triggered someone to ask you about your post
or about your brand. Depending on the type of question, there are
different ways to handle these. Read more about handling questions
in the next paragraph.
And finally, some comments are just spam. People try to trick your
readers into clicking on a link, often to something unrelated, or they
just write nonsense. If your spam filter doesn’t filter these comments
out already, you should delete and optionally block them as soon as
you see them. WordPress by default comes with the plugin Akismet,
which is made for this purpose.
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If you don’t know the answer to a question, we would advise you to
still reply to that comment. You could simply admit that you do not
know the answer, or you could state that you will dive into the matter
and come back with an answer later (and don’t forget to!).
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dissatisfied enough, they will complain about you through other
channels, and you will look like you are censoring their concerns. So
however hard it might be, you should try to respond to their comments
and try to find the source of their dissatisfaction.
A nice discussion in which there is room for several points of view can
be a good thing. You have the opportunity to really show your audience
what your expertise and opinion about a certain subject is. As long as
the discussion is polite and respectful, it will attract readers and make
them return to your blog.
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doctor if the pain will endure for a longer period of time and if the
knee gets swollen. But, to stop training all together will make it
that much harder for you to get back into shape for that marathon.
For more information, you can read this article by dr. Brown (head
of Medicine of Boston Medical Center)’.
Note that when sharing your article on Facebook, people can comment
on Facebook as well. Keep a keen eye on the shared article and reply to
any questions or remarks people add there. The same is true for a lot
of other social media outlets.
Yoast tip
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Section 4
Site structure
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Homemade-Italy ~ In this section a food blog called ‘Home-
made-Italy’ will be central. Homemade-Italy is all about
homemade Italian food. They write blog posts in which they
describe the preparation and the uniqueness of the Italian cuisine.
They offer full original recipes with pictures of your Italian dishes.
They have their very own recipe to create fresh pasta from scratch.
Every week, the bloggers write two of these blog posts with new,
unique recipes. Also, they occasionally write posts about Italian
restaurants in the United States and about Italian wines.
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Chapter 13
In order to attract new readers, you should offer them some kind of
site structure. And on top of that, you would want to come up with a
decent site structure because it is really important for your SEO. In
this chapter, we’ll explain the importance of having a good site struc-
ture in detail.
The structure of your blog is also of great importance for the User
eXperience (UX). Attracting new readers largely depends on whether
or not people are able to find the content on your website. If people
are only able to find your latest post on your homepage, then that’s
what they will read. You should instead guide them to your most
awesome pages and give them more posts about topics they enjoy. In
other words, you should help them navigate through your site. A good
site structure will automatically help you do that.
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Navigating through your site should be easy. You need clear, easy
to find category pages for the topics you blog about most. New audi-
ences will instantly grasp what your site is about and will be able to
find posts on a specific topic in a convenient way, and your own
audience will be able to re-read older content if they want to. In our
section about UX we will give tips on how to improve the navigation
of your blog.
1 A
decent structure makes sure Google ‘understands’ your
site.
The way your site is structured will give Google important clues about
where to find the most important content. Your site’s structure deter-
mines whether a search engine can understand what your site is
about, and how easily it will find and index the content relevant to
your site’s purpose and intent. A good structure could therefore lead
to a higher ranking in Google.
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2 A
decent structure makes sure you do not compete with
your own content.
On your site, you will probably write multiple articles about similar
topics. At Yoast, we write a lot about SEO. If we would write eight
different articles about SEO, Google would not know which of the
articles is the most important one. If we didn’t solve this with the
structure of our site, we’d be competing with our own articles for a
high ranking in Google. Solving this problem requires a good internal
linking structure and/or taxonomy structure, resulting in higher
rankings. This means that you should pick one article (the corner-
stone article) for every major keyword you want to be found for and
link to that article from all of your other blogs about the same
keyword.
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Chapter 14
In this chapter, we will help you to set up a good structure for your
blog. We will first explain what an ideal blog structure looks like and
then explain to you how to achieve that for your own blog.
The structure of your site should be like a pyramid. On the top of the
pyramid is your homepage, and under the homepage are a number of
category pages. For larger sites, one should make subcategories or
custom taxonomies. Within the categories and subcategories you will
have a number of webpages.
Figure 21: the structure of your site should look like a pyramid
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Homemade-Italy ~ Homemade-Italy has category-pages like
pasta, salads, meat dishes and desserts. On these category pages
there will be links to all of your posts about different Italian dishes
within that specific category. On your homepage there will be
links to your main categories pasta, salads, meat dishes and
desserts. Your main navigation is most suitable for that.
Homepage
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For Homemade-Italy, the recipe to make pasta from scratch is one of
the cornerstone articles. (You’ll read more about cornerstone articles
in chapter 17).
If you have not yet divided the blog posts on your site into a number
of categories, you should definitely do so (right away). Make sure to
add these categories to the main menu of your site.
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Homemade-Italy ~ Homemade-Italy blogged a lot about pasta.
The pasta category was becoming much larger than the other
categories. Homemade-Italy had 200 posts about pasta, but only
80 about salads, 90 about meat dishes, and 87 about desserts.
That’s why the ‘pasta’ category was divided into ‘pastas from the
oven’ and ‘pasta originals’. The bloggers at Homemade-Italy
also changed the URLs into the proper category names.
Figure 23: make sure URLs are properly redirected after splitting
up a category
Once you’re satisfied with your site structure, have a look at the names
you have come up with for your categories. If you have enough content
about a certain subject for it to require its own category, you can bet
people are searching for it as well. That’s why it’s very wise to make
sure your category names use the keywords people are searching for!
(As seen before you can use Google Trends and your internal search
engine to check or come up with keywords.) Pick the right names for
your categories and subcategories, and you’re halfway there.
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Internal link structure
Because you’re linking from pages that are closely related to each
other content-wise, you’re increasing your site’s possibility to rank.
Linking this way will help out search engines by showing them what’s
related and what isn’t.
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On top of that, with all subpages linking to that one main page at the
very top of your pyramid, you are creating cornerstone pages (read
more about cornerstone content in chapter 17). These will make it
easy for search engines to determine what your main pages per
subject are.
Home
Category
Cornerstone 1 Cornerstone 2
Recipe 1 Recipe 2
Tags
Your site will also benefit by adding tags. Tags will give your blog
more structure (or at least Google will understand it better).
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Homemade-Italy ~ Homemade-Italy adds the tag ‘vegetarian’
to all the dishes that do not contain meat. This makes them easy
to find, because these vegetarian dishes could appear across all
categories (although, vegetarian dishes in the meat category
would be a bit weird). Other tags on the Homemade-Italy blog
are, for example, ‘budget’ or ‘quick & easy’.
Try not to create too many tags. If every post or article receives yet
another new unique tag, you are not structuring anything. Make sure
tags are used more than once or twice. Make sure tags group articles
together that really belong together.
In some WordPress themes, tags are displayed with each post. But,
some themes neglect to do so. You should make sure your tags are in
fact available to your visitors somewhere, preferably at the bottom of
your article. Tags are really useful for your visitors (and not just for
Google) to read more about the same topic.
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Chapter 15
The main categories of your site should all have a place in the menu
on your homepage. Visitors use your menu to find things on your
website. The menu helps them to understand how your website is
structured. In our section about user experience we will give tips on
how to improve the UX of your menu.
The structure of your site can be made even clearer by adding bread-
crumbs. Breadcrumbs are the links, usually above the title of the
post, that look like: Home » Pasta » Vegetarian lasagna.
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Breadcrumbs improve both the user experience as well as the SEO of
your blog by showing how the current page fits into the larger struc-
ture of your site. Breadcrumbs allow your users to easily navigate
your site, and it will help them to find their way if they land directly
on a subpage, for example via Google. Above that, they allow search
engines to determine the structure of your site more easily.
The main topic or theme of your site should be the number one
keyword (or keyphrase) you want to be found for – the top of your
pyramid. This will be the most general topic. Your categories will be
more specific, or as we call it more long tail (read more about long tail
in chapter 9). Within the different categories will be a large number
of blog posts about all kinds of long tail variants of your number one
search term.
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Chapter 16
The structure of a site will be fairly easy to maintain when your site
is small. But as your site gets bigger, you will need to do more in order
to keep the structure of your site optimal. In this chapter, we will
discuss some techniques to improve the structure of a large site. We
would like to stress the need to analyze and update the structure of
your site on a regular basis.
As your site is growing, it could well be that you are writing about one
thing far more than about other things. That’s just the way blogging
goes. As discussed in the chapter about setting up your site structure,
we advise you to have categories of about the same size. You should
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therefore critically evaluate your categories every few months,
asking yourself whether or not one category is growing much faster
than another category. If that is the case, you could divide such a
category in two separate categories.
Tags are especially important for growing sites. If you have lots and
lots of posts, it becomes harder to make sure you link to similar
content. Blog posts will get lost in a structure that is too flat. By
making subcategories, you create an extra layer of structure and there
will be fewer posts within each group.
For larger sites, one should definitely make good use of subcategries.
This will for instance also prevent articles getting buried on page 236
of a category (who clicks to that page, right?), as there will simply be
less pages per category to begin with.
Tags could also make sure a post does not get lost and receives
enough links. Evaluate your tag structure on a regular basis and
make sure you add new tags if you are blogging about new topics.
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Add Pagination
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1 Delete the old content (and redirect the URL). In case you want to
delete the post, first check if there is any traffic on it these days. If
not, delete the post, let Google find the 404 page and it will vanish
from Google. If there is still some occasional traffic, redirect the
post to a similar post. If there is no other post like it, redirect to the
category page, and if that is also not available, redirect to the
homepage as a last resort.
Yoast tip
Read more about properly deleting a page from your site in one of
Joost’s posts.
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As you will have noticed in both cases, traffic on that specific URL is
key in your decision. If a post has neither any value for your current
visitors, nor any traffic, simply delete it.
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Chapter 17
Cornerstone articles
99
Category pages or tag pages could make great cornerstone ‘articles’
as well. If you want to optimize your category pages for cornerstone
content, it is of great importance to provide really awesome intro-
ductory content. You should make sure that this page is a compelling
overview of the subject and invites visitors to read even more articles
on your blog.
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Incorporation in your site structure
The cornerstone articles should appear very high in your site’s pyra-
mid. If you add new content relating to the cornerstone topic, you
should link it to your cornerstone article.
Yoast tip
Make sure that the cornerstone articles, the articles on which people
enter your site, have a clear call-to-action. This means that it will be
clear by the end of the page (and preferably at the top as well) what
you want people to do. If you want them to keep on reading: lead
them to other related articles. If you want them to buy your stuff:
lead them to your shop. If you want them to subscribe to your news-
letter: offer them a sign-up form.
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Section 5
UX
In this section we will give you advice on how to improve the User
eXperience (UX) of your site. Attractive, clear websites have a lower
bounce rate and a much higher chance to receive social media atten-
tion. These are exactly the two things that make sure your website will
keep ranking well in the long run too. Therefore making sure the UX of
your site is flawless will help for both SEO as well as for growing
towards a larger audience. We’ll discuss the importance of a clear call-
to-action (chapter 18), menus (chapter 19) and the basic principles of
readability (chapter 20).
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Techboys ~ In this section a tech blog called ‘Techboys’ will be
central. Techboys is a tech blog on which a group of developers
share their code with other developers. Blogs tend to consists
mainly of examples and pieces of code and contain very little
‘text’. Although the blog posts of Techboys contain very valuable
information for devs, the audience of Techboys seems to have a
hard time finding that information. The bloggers of Techboys
therefore decided to make some major improvements to the UX of
their blog.
Yoast tip
If you would like to read more about UX and conversion (and the
importance for SEO), you should read our eBook: UX & Conversion
from a holistic SEO perspective.
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Chapter 18
Call-to-action
This chapter
What is a call-to-action?
104
Most important call-to-action for blogs
For blogs, it is most important that people aren’t stuck on a page after
they have read one post. Make sure you always offer your visitors
a few posts they should read after they have finished the first post.
And, if you want people to sign up for your newsletter, follow you on
Facebook or to buy products in your shop, make clear buttons to
guide them.
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Best practices for good calls-to-action for blogs
Making sure you show your visitors where you want them to click
does not seem like rocket science. Still, in the process of designing,
altering and redesigning your blog, the call-to-action can get lost.
Review your website on a regular basis and critically analyze the
visibility of your calls-to-action. There are a number of best prac-
tices for setting up a good call-to-action for your site.
• Size matters. Make sure people are able to view the button without
any trouble. Don’t go overboard; don’t become too aggressive.
• Be clear about the benefits. ‘Sign up now and receive weekly emails
about optimizing your website’ is a better text to accompany a news-
letter subscription option than just ‘Sign up now’.
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Figure 31: a clear call-to-action on cheapair.com
Figure 32: two examples of a call-to-action button
First of all, you need to be sure you’re using an active voice. An active
voice is action oriented, and thus literally calls people to action. And
that’s exactly what you want. Make people want to click your button
or link!
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Second, make sure your button or link text is specific for what
people are doing. Do not put ‘click here’ on a button. ‘Send’ is also
just too generic. Use something like ‘Sign up!’ for a newsletter, or
‘Contact us’ for a contact form. The text has to explain what the
button will do. Use small and simple words. You need to keep your
button text as simple as possible. People have to immediately
understand what it means.
Figure 33: make sure your button text is specific
Figure 34: think about the text on your CTA
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Chapter 19
Menus
This chapter
In this chapter, we will we give practical tips to improve the menu on
your site.
Main menu
The main menu indicates the various sections of your site in a clear
and informative way. This menu is the most global navigation on
your website. Make sure it’s visible on all pages. It should consist of
a number of main menu items (not too much!) that tell your visitor
which corner of your website could be visited for what information.
Your main menu should reflect the structure of your website (see
section 4). Do not flood the menu with unrelated items but think
about which categories make sense to your visitors.
Visitors use your menu to find things on your website. The menu
helps them to understand what your website is about. So your menu
is a very important tool to communicate your purpose.
Submenu
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Note that these submenu items should also be present on the Code
Examples page itself, for instance by linking these in the text of that
page or as a list of subsections.
There are many ways to add a submenu. The most common one is
where the submenu drops down below the main menu item when
hovering your mouse over that item. You should also add an indication
(like a downwards pointing arrow) in your main menu item to show
that it contains a submenu. Otherwise, visitors will not know that a
submenu exists!
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Menu usability tips
Preferably, the top level items of your main menu should take up just
one line in your menu. Besides the fact that adding a second line for
your menu isn’t really user friendly, it just looks less professional as
well. If your site is not too big, create at most one sublevel. Keep it
simple and realize there are more ways to get from one page to
another. Your menu isn’t the only navigational option on your
website. If you cannot fit all your categories in your menu, perhaps
your website tries to cover too much.
For the majority of websites, the menu starts with the Home item
and ends with the Contact item. Everything between these two
items should be related somehow. If you have a website about diving,
your menu could have the items: freediving, scuba diving and spear-
fishing. It is clear that these items have a link between them, and
therefore the menu feels natural. If these menu items had been
freediving, scuba diving and Dakar Rally, that wouldn’t feel natural,
right? Keep things on-topic. If you have a diving website and want
to write about your Dakar experience, you can squeeze in a blog post
or link to a specialized, optimized site about it. It doesn’t belong in
your menu.
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Techboys ~ Th e menu of Techboys consisted of five items (besides
home and contact): Code examples, WordPress, Tech news, About
us and LEGO. LEGO is actually a big hobby of one of the developers
and was therefore placed in their menu. But it did not have
anything to do with the mission of Techboys and was really of
topic. It did not make any sense, besides being ‘fun’. The bloggers
of Techboys therefore decided to delete it from their menu.
Yoast tip
One of the most common items in a blog menu is ‘About’. About the
blog, about the company or about the blogger. You always want to let
your visitor know who you are. What your values are, or what made
you blog in the first place. Doing so, will make the blog more personal,
and this will allow your visitors to related to your story. By making your
blog more personal, your visitors will be more willing to comment or
share your posts.
Menu visibility
For most visitors of your site, the menu will be the main navigation
on your website. If you write long posts and people have to scroll
down a lot, make sure you add a sticky menu. That way, your menu
stays in the screen while people scroll down. If you do it well, that
sticky menu also contains your logo, so your logo stays on screen all
the time. Make them remember your brand!
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Breadcrumbs
These breadcrumbs should link back to the homepage, and the category
the post is in.
Yoast tip
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Chapter 20
Readability
This chapter
For a site, it is of great importance that people can read the texts of
your post properly. Reading from screens is hard, so make sure you
do not make it any harder than it already is. In this chapter, we’ll
explain the importance of typography and give tips on how to improve
the typography on your site.
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Typography
appealing.
Legibility
115
Font
Fonttype
For the best presentation of your blog, you have probably been
thinking about what kind of font to use. Fonts can set a mood,
enhance a tone of voice or totally ruin the user experience or usability
of your website.
Yoast tip
Fonts matter. And as we can basically use any font on any website
nowadays, be sure to pick the right one for your website and audi-
ence. Use Google Fonts (free) or Adobe Typekit (paid) and pick the
fonts that suit your website the most. And remember: Comic Sans is
not a font. Not even if you have a site for kids. Please, let’s teach
them better.
Font size
The preferred paragraph font size for a website has increased quite a
bit over the years. Ten years ago, a font of 10 pixels allowed you to add
more text to a page and made your page look more like a book. With
the growth of computer screens, nowadays 16 pixels is very normal.
Is there a minimum? Not really, although we recommend using at
least 14 pixels. That size is a good read on both the larger desktop
screens and our mobile screens.
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Font color
What font color to use is largely depending on the type of site you
have and what design your website uses. In general, we say that
using a black font on a white background is still the best read. The
general thought is that outlines are sharper and letters are easier to
distinguish and identify.
The one thing you should do regarding font and background color, is
test the contrast. There are a number of tools available, all with their
own kind of contrast checker. A really easy and good one is Colorable
- it will allow you to enter the foreground (text color) and background
(background color) and it will tell you immediately if the contrast is
right or wrong and what score the combination of colors gets. Color-
able is based upon the WCAG accessibility guidelines. These same
guidelines are used to create Lea Verou’s Contrast Ratio, which will
appeal to a lot of developers as it is available on GitHub. We’ve been
using the last one for ages and love the feature where you can use the
arrow keys to brighten or darken a color to make the contrast right.
Use these tools to your advantage; your audience will thank you for it.
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White space
Next to font size, you also want to make sure that the text has suffi-
cient room to breathe. If you are using a larger font size, but forget to
add white space for headings and paragraphs, your text will still be
unreadable. Especially on a mobile device. Make sure to use sufficient
white space.
White space isn’t just for between headings and paragraphs. White
space is also related to the line height of your text. If you neglect to
add a proper line height, your well constructed sentences become
one big block of letters. This is far from user-friendly and will make
your page very unappealing for a visitor.
White space
Because the white space of a specific text increases your text’s legi-
bility, people will actually have a better and quicker understanding of
your text. This means you’ll get your point across more quickly and
more easily.
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Headings
The importance of headings for SEO is (as far as we can see) not very
big anymore. Does that mean that we can just stop using headings
like H1 and H2? No, most definitely not. These headings are still very
useful.
• Summarize your page. Headings make sure the visitor can simply
scan the page and grasp the general idea (and decide to read the
full article).
• Divide the page into digestible parts. Longer pages need head-
ings. Any article without headings might as well be in Chinese as it
will all be one big blur of letters.
Yoast tip
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Typography of links
To emphasize the link you can easily combine the two options above.
Of course using an underline is always the best option; this will
immediately identify a word or combination of words as a link. Make
sure you change the style when hovering your mouse cursor over the
link. Remove the underline or change the color. The link is already
identified, just make sure there is a change in styling of the link to
confirm that.
Line length
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In Readability: the Optimal Line Length, Christian Holt mentions a
number of suggested text lines, stating these should be 50 to 65 or 75
characters. Ilene Strizver even takes text alignment in account in her
article Line Length & Column Width. She states that non-justified
text should be 9 to 12 words per line, and justified text should be 12 to
15 words. From our experience, 10 to 15 words is indeed a good read.
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