Optimizing Your Articles for SEO

Customers order content from Tempesta Media for two key reasons: to connect with their audience and to rank on certain keywords.

These two reasons each address metrics that make it worthwhile to spend money on content marketing: site traffic, keyword rankings, conversion rates and more.

In the very basics of SEO, the better optimized your articles are for search engines, the higher you rank on those search engines. The higher you rank on search engines, the more site traffic you’ll get. The more site traffic you get, the more return you will see on the money you spend

 

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Content Analysis Resources


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Yoast Online Content Analysis

This is one of the most crucial tools to have when writing for Tempesta Media. It allows you to submit your content and see how you can optimize it to be as green as possible in Yoast. 

This tool is essential because it’s the exact same tool most of our customers use to analyze their content. If the article is green for you, then it’s green for them!

Read more about the Wordpress add-on version of the tool our customers use here.

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Grammarly

This is another crucial tool, but one you most likely already have!

It allows you to submit your content and see how you can improve the grammar and language.

It does not review the article for SEO aspects.


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SEO Scout’s Keyword Analysis Tool

This tool allows you to submit your content to ensure there is no keyword cannibalization. It also helps you improve the readability of your sentences, suggests common topics, and offers many other text analysis insights.

Basic SEO Optimization

A majority of Tempesta Media’s customers use Yoast to review their articles for SEO. Sometimes ensuring an article is completely optimized for Yoast can be frustrating, but it’s important to remember that some customers may not understand the in-depth reasons as to what makes an article green in Yoast. They just see that there are other areas that can be optimized. However, providing consistent content that is well written and SEO optimized will lead to a happy customer who prefers you as their writer and orders more content!

Unless the customer has other specifics detailed in their preferences, instructions, or Voice Profile, the following is a list of the basic things that should be done with every article you write. We will review each one in depth.

  1. There should be a heading and subheadings.
  2. There should be internal and external links.
  3. A maximum of 25% of the sentences should contain more than 20 words.
  4. At least 30% of the sentences should contain a transition word.
  5. A maximum of 10% of the sentences should contain passive voice.
  6. The readability score should be 60 or higher.
  7. The keyphrase should make up 0.5% of the total word count. 
  8. The keyphrase should appear in the first paragraph of the copy. 
  9. The keyphrase should appear in the first paragraph and subheading of the copy. 

There should be a heading and subheadings

Headings and subheadings help the search engines understand the structure of the content.

Read more about headings and subheadings here.

There should be internal and external links.

Make sure you include links to the customer’s site and to other industry experts that are not competitors.

Read more about internal links here.

Read More about outbound links here.

A maximum of 25% of the sentences should contain more than 20 words.

Using short sentences helps increase the readability and makes it easier for search engines to scan the content.

Learn more about improving readability here.

At least 30% of the sentences should contain a transition word.

This helps ensure that the flow of the article is clear to the reader and to search engines.

Read more about transition words here.

A maximum of 10% of the sentences should contain passive voice.

Passive voice is bad for articles in general!

Learn More about passive voice here.

The readability score should be 60 or higher.

This will help ensure that the content is not difficult for the audience to read or for search engines to crawl.

Learn more about the Flesch Reading Score here.

The keyphrase should make up 0.5% of the total word count. 

This is the keyword density to ensure the content is optimized, but there is no keyword cannibalization. 

Read more about keyword density here.

The keyphrase should appear in the first paragraph and subheading of the copy. 

Your keyword should appear in the first paragraph because it shows search engines what keyword you are targeting!

Learn more about why this is important here.

Basic Keyword Optimization

When it comes to optimizing your content for keywords, most customers at Tempesta Media will provide you with one or more keyphrases that should be used throughout the article. However, for the customers who don’t provide keywords, you should always try to optimize where you can!

Keyword Cannibalization

As a writer, the number one keyword optimization step you can take is ensuring that there’s no keyword cannibalization in your content. Keyword cannibalization is when keywords are used too many times throughout the article. When search engines crawl the content, overused keywords make it look like the company is trying to manipulate its SEO rankings. This has a very poor effect on the website’s rankings. For a more comprehensive understanding of keyword research, check out Hubspot’s guide here.

To ensure that none of your keywords appear too many times, use these free tools to review your content before submitting!

Keyword Research

When researching keywords for a customer that doesn’t provide keywords, it’s important to take most of your information from the instructions and Voice Profile. This is because some customers order content for their partners and the focus may be different from one partner to the next.

Go through the instructions and Voice Profile. Write down as many keywords as you can that you feel are relevant to the content you’re writing. Then do some keyword research with the free tools below to gain insight into which keywords would be the best to use. Keep in mind that the best practice is to write so the text sounds as natural and genuine as possible!

Neil Patel’s UberSuggest

With this free tool, you can type in your keywords to gain insight and ideas. You can also enter a website to get keyword suggestions from its content. Once you enter a keyword, it takes you to the “Keyword Analyzer” page. If you go to the “Keyword Ideas” page, you’ll see the metrics and suggested keywords.

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WebFX’s Keyword Suggestion Tool

This tool is unique as it allows you to enter one keyword and then suggests different topic ideas for that keyword. This can greatly help when you’re writing an editorial calendar for a customer based on their given keywords.

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Word Tracker’s Keyword Research Tool

This tool is a more detailed version of the first two, but can help with more advanced keyword research.

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