Dennis Shiao
Wait! Before you hit “Publish” on your next blog post, consider using this ten point checklist.
1) ALT tags on your images
The ALT tag is used to describe (for search engines) what your image is about. This is particularly useful on image search sites, such as Google Images. If someone searches an image for “plastic container” and you’ve used the same term in your ALT tag, your page may get listed higher in search results. Readers won’t see your ALT tags unless they view the HTML of your post.
Helps with: Organic search traffic, including traffic from image search sites.
2) Add internal links
Browse your post for terms that relate to pages on your website (e.g. product pages). Hyperlink the phrase to the relevant page. I also like to use Google Analytics “UTM” parameters in the URL (e.g. utm_source, utm_campaign) so I can see how much traffic this “internal linking” drives. Search engines like sites that use internal linking effectively.
Check out this post by Brian Honigman on website metrics. You’ll notice that I inserted numerous internal links to relevant DNN product pages.
Helps with: Organic search ranking, page views per session, bounce rate (lowers it), time on site, conversion rate.
3) Embed related content
I check DNN’s SlideShare and YouTube channels to see if there’s any content directly related to the post. If there is, I grab the “embed code” from that site to incorporate the SlideShare or video directly into the post.
In this post by Steve Roth on Google Hummingbird, I embedded a case study from our SlideShare channel.
Helps with: Time on page and (possibly) conversion rate.
4) Have links open in a new window
I add (target=”_blank”) to my hyperlinks. This way, when a reader clicks on a link in my post, that link opens in a new browser window. I don’t want the reader to leave my post.
Helps with: Time on page, bounce rate (lowers it).
5) Spelling, grammar and syntax check
Once I publish a new post, I like to do one more read through it. Occasionally, I’ll find errors, which means that I didn’t do enough of a “QA check” prior to publishing. I like to do a final read-through before I hit the publish button.
Helps with: Reader trust, return visits.
6) Use H2 and H3 tags on headings
This item (number six in my list of ten) is using an H3 tag. Instead of merely bolding a heading, the use of these tags helps search engines understand the structure of your post. Use them.
Helps with: Search engine indexing, which may have a slight impact on organic search traffic
7) Calls to Action (CTA)
Readers loved your post. What do they do next? Don’t strand them. Give them somewhere to go: a related post, a trial of your software, an offer to sign up for your newsletter.
In this guest post by Brad Shorr on website redesign, the call to action is to download a related eBook from DNN.
Helps with: Page views per session, bounce rate (lowers it), time on page, time on site, conversion rate.
8) Meta Description Tag
The meta description tells readers and search engines what your post is about. On social shares, this field is often pulled in to provide context. It’s also the text displayed (below the post title) in search engine results. I keep mine pretty brief: one sentence that captures the essence of the post.
Helps with: Traffic from organic search and social shares.
9) Image filenames
Similar to image ALT tags (covered above), filenames can be an important search engine ranking factor. Electric-toaster-oven.JPG is better than IMG20150496-lage.JPG, because search engines can figure out the former is a toaster. On the latter filename, they have no idea. So double-check that your images have well-understood filenames. If they don’t, then re-name the image file, upload the new image and delete the old one.
Helps with: Organic search traffic, including traffic from image search sites.
10) Confirm comments are enabled
It’s a recently debated topic: whether to allow comments on your blog. I vote “yes.” Let readers share their thoughts, while moderating inappropriate, profane or off-topic comments. I love to hear from readers, even if what they say hurts 🙂
Helps with: Reader trust, reader engagement, time on page, time on site.
Note: This post was originally published at LinkedIn.
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