At Yoast, we like to say: “Content is king”. But what does that mean? In short, it means you need content to rank. But not just any content. It needs to be meaningful and original. In this SEO basics post, we’ll explain why you need content to make your site attractive for visitors. We’ll also explain why Google dislikes low quality or thin content, and what you can do about it.
What is thin content?
Thin content is content that has little or no value to the user. Google considers low-quality affiliate pages, doorway pages (pages optimized for a keyword that redirect the user to another page), or simply pages with very little to no content as thin content pages.
But don’t fall into the trap of just producing loads of very similar content! Non-original pages, pages with scraped and duplicate content are considered thin content pages too. And Google doesn’t like pages that are stuffed with keywords either, because it has learned to distinguish between valuable and low-quality content, especially since Google Panda. That’s why Google has also launched the Helpful Content update, to further differentiate between helpful and original content, and low-quality content.
What does Google want?
Google tries to provide the best results for their users. The best result is usually the one that matches the search intent of the user. So, if you want to rank high, you have to convince Google that you’re answering the question of the user.
When we look at it this way, it makes sense why thin content rarely qualifies as the best result. If there’s not enough information, people will likely not find their answer. So try to write enjoyable and informative copy. Not just to make Google happy, but (even more importantly) to make your users happy.
Now that you understand what Google wants, it’s time to write meaningful copy about the keywords you’d like to rank for. This shouldn’t be too much of a problem if you blog about something you’re passionate about. After all, if you write about a topic you love (and probably know everything about), it’ll be easy to show Google that your content contains an expert’s point of view!
I don’t know how to write longer content
Every situation is different. We understand that it’s not always possible to write an elaborate text about everything. For instance, if you own an online shop that sells hundreds of different computer parts, it can be a challenge to write an extensive text about everything.
Our advice: make sure that every page has some original introductory content, instead of just an image and a buy button next to the price. If you sell lots of products that are very alike, you could also choose to optimize the category page instead of the product page or use canonicals to prevent duplicate content issues.
How do we help you?
Have you heard of our content analysis checks? It’s part of the Yoast SEO plugin, and it helps you write awesome copy. For example, one of the checks is to write at least 300 words per page or posts. This ensures that you won’t publish thin content. We also check if you haven’t used the same keyword before, which helps prevent you from creating similar content.
And what about keyword stuffing? Yep, we check for that too! Our keyword density check shows you if you’ve used your keyword too many or too little, so you get a nicely optimized and natural-sounding text. That’s why you should make sure at least these lights are green!
If you want to take it one step further, you can use our readability check. This allows you to make sure that the quality of your text is good, and that readers can easily understand your content.
Next steps
Really want to learn how to create content that ranks? Then you may want to give our SEO copywriting training a try! It guides you through the entire process of keyword research and content creation. This training will help you to develop skills to write awesome content for your website!
Cindy is a content manager at Yoast. She writes and optimizes blog posts, and enjoys writing content that will help people create better content for their site and users.
Great SEO forms the foundation of your online store, setting the stage for increased visibility and traffic. Yet, the real magic happens when you blend this with a strong content marketing strategy for your online shop. This is where you transform casual clicks into a captivated audience, ready to explore what your online shop has to offer! It’s not just about being seen; it’s about creating a connection that turns visitors into valued customers. In this blog post, we’ll guide you on creating a content marketing strategy that breathes life into your online business. Get ready to boost your sales and succeed in the world of ecommerce!
What is content marketing?
Content marketing is the art of creating and distributing valuable, relevant content to attract and engage a target audience — and, ultimately, to drive profitable customer action, whether it’s making a purchase, signing up for newsletters, or sharing your content. It’s about understanding the needs and questions of your customers and providing the answers through quality content.
Unlike traditional marketing, content marketing turns the spotlight away from the products themselves and shines it on the story, the context, and the value they add to the customer’s life. It’s not a pitch; it’s a conversation. It’s how brands today build a loyal following by offering tidbits of wisdom, entertainment, and inspiration without asking for anything in return—at least not right away.
Why is content marketing important for your online shop?
Within the world of ecommerce, content marketing becomes the bridge between online visibility and conversion. It’s important because it answers your audience’s questions and helps you build trust, develop relationships, improve conversions, and generate leads. Customers consistently expect high-quality content from their favorite brands. Content marketing also helps improve your visibility in search engine results, which is crucial for attracting customers in a space where the competition is only a click away. It also provides a means to keep your audience engaged with your brand between purchases.
7 strategies to unlock ecommerce success
Content marketing includes many different types of content, like blogging, social media, video and so much more. Here, we’ll guide you through these options and help you make the right choice for your specific needs and goals.
1. Effective blogging strategies
Blogging is a fundamental content marketing strategy for online shops. Regularly publishing informative and engaging blog posts related to your products or industry can attract and educate potential customers. It also provides valuable content for search engines to index, improving your SEO.
For ecommerce, this means creating blog posts that not only showcase your products but also provide actionable advice. For instance, if you’re selling eco-friendly products, a blog post on “10 easy ways to make your home greener” can educate your audience while subtly introducing your products. Or if you’re selling jeans you can create content surrounding the topic of jeans, like how to wash your jeans. Use keyword research to guide your topics, ensuring they’re not only interesting but also SEO-proof!
Zappos has a blog with content on various relevant topics, like jeans
Social media is your digital storefront where your brand’s personality shines. It’s not just about promotion; it’s about connection. Create a content mix that includes product highlights, customer testimonials, and even memes that align with your brand voice. For example, if you have a new line of kitchenware, why not run a “Recipe of the Week” feature on Instagram with pictures of meals made using your products? Engage with your followers by asking them to share their own creations.
Email isn’t dead; it’s one of the most direct ways to reach your customer. Segment your audience and tailor your messages. A customer who bought a tent from your outdoor shop might appreciate an email about the top 10 camping spots in their area, along with a special offer on camping gear. Use automation to trigger emails based on customer behavior, like a follow-up email with care tips after a purchase, to keep your brand at the forefront of their minds.
An example of a follow-up email from an outdoor company
Video is a dynamic way to showcase your products in action. For example, if you sell fitness equipment, a series of short workout videos can demonstrate the versatility of your products. These can be shared across platforms, from YouTube to TikTok, depending on where your audience spends their time. Remember, videos can also be repurposed; a live Q&A session on Facebook can later be edited into bite-sized tips for other platforms!
Did you know that there’s also such a thing as video SEO? Video SEO is optimizing your videos and video content pages to make them appear in the regular search results for the keywords you want them to be found for. There are primarily two strategies for video optimization: one aims to increase your website’s visibility in video and universal search results (Video SEO), while the other focuses on boosting the presence of your videos on various social media platforms and ensuring they are prominent within Google search results (this includes optimizing for platforms like YouTube, Facebook, etc.). Want to learn more? Learn how to rank your videos with our guide on Video SEO.
5. Create an editorial calendar as a roadmap
An editorial calendar is your content compass. Tools like Trello or Asana can help you visualize your content strategy and ensure that your team is on the same page. This calendar should be flexible; be ready to adapt to trends or breaking news relevant to your audience. It also helps you plan for seasonal content, like a summer essentials guide for your fashion store, ensuring you’re always ahead of the trend.
What Trello looks like
6. Optimized product descriptions for SEO
Your product descriptions are where SEO meets persuasion. Instead of just listing features, tell a story. For a coffee machine, don’t just talk about the technical specs; describe the aroma of fresh coffee that fills the room. Use keywords naturally, and remember to optimize for long-tail keywords, like “energy-efficient Italian espresso machine,” which can capture a more targeted audience.
7. Enhance product visibility with structured data
Structured data is like a secret handshake with search engines. It translates your product information into a language they understand, which can lead to richer search results. For example, by using Schema.org markup, you can make sure your guitars show up with ratings and prices right in the search results, making it easier for customers to make a decision.
Example of 5-star review rich result for Fender Guitarre
Optimizing your product descriptions with structured data is a game-changer in how your products appear in search results. By leveraging the Yoast WooCommerce SEO plugin or the Yoast SEO for Shopify app you can enhance your product listings with rich snippets, thanks to Schema.org structured data integration. This makes your listings more eye-catching with ratings, price, and availability directly visible in search results. Yoast SEO simplifies the process; you’re not just listing products; you’re providing a richer, more informative search experience that can translate into better visibility and higher sales.
Achieving ecommerce excellence through content marketing
Ecommerce content marketing is not just about selling; it’s about creating a narrative that weaves your products into the lives of your customers. Embrace content marketing as a powerful tool and use these strategies to build that narrative and watch your online shop thrive!
Iris Guelen is Yoast’s Content Lead. She loves to write and is responsible for Yoast’s content strategy. Making sure you get top-notch content through articles, email, social media, video, and more!
Nowadays, it’s easy to run a blog. Simply head to your generative AI tool of choice, insert a prompt, and you’re good to go. But is it really that simple? Spoiler: no. Generated content isn’t as original as something you’ve written yourself. And there’s another thing AI doesn’t take into account: accessibility.
With over 100 million users, ChatGPT is an AI tool that most people know and use. And it’s easy to see why: within seconds, you can be a content writer too. No need to hire other people, which means you can spend your valuable money on other aspects of your business.
Except that’s not really how it works. A computer isn’t human. It doesn’t know your audience the way you do. You might prompt it to sound hip and relatable for people between 18 and 25 who are interested in gaming, but how nuanced will that text be?
Besides, there’s one thing generative AI tools can’t help you with: accessibility.
Know your audience – no, really
Did you know that 1.3 billion people have a disability? That’s 16% of the global population. Chances are at least some of your audience has a disability, too. So have you taken them into account?
Because, let’s face it, AI tools haven’t. ChatGPT is a known perpetrator of biases, and other tools are no exception. They don’t concern themselves with diversity, because they’re not human. But you are. So, tell me: How many people in your audience have a visual impairment? How many are colorblind? Do you know? And, perhaps more importantly, do you care?
Why accessibility matters
An alternative title would be ‘why you should care about other people’, because that’s what it boils down to. Do you want other people to have access to the same information that you do? Then, you’ll want to put in an effort into making your site, blog, and product accessible for everyone.
If that’s not enough reason, then think about your profits. Your clicks. Your traffic. If you haven’t catered to people with disabilities or visual impairment before, they’re essentially an untapped market. Consider people who are colorblind and can’t use your product, for example. By focusing on accessibility, you’ll create an app or product everyone can use. Isn’t that wonderful?
Can’t you have both?
I get it. Time is money, and by using generative tools, you’re saving both. So, is there no hope at all? If we’re looking at content, the answer is: yes, but. You can use AI tools to make it easier to write content. But you should use them as just that: tools.
Let’s look at it this way: by writing content, generative AI will save you time. You won’t have to come up with blog post topics or struggle to write a single paragraph. Instead, you’ll have more time to review and edit and to ensure your content is easy to read for people with disabilities. That’s a win-win, isn’t it?
A few quick tips
Let’s say you’ve generated a blog post. Now, you want to make sure it’s easy to read for people who use a screen reader, for example. Here’s a couple of things you should look out for:
Keep your sentences short. It’s easier to keep track of the point you’re trying to make if your sentences are short. Between 20 and 25 words is perfect.
Don’t use acronymsor abbreviations. Screen readers won’t read those like a human would. They spell them out, letter by letter. If you’re writing for your business, this might not be a problem, because it looks more professional if you write it out.
Make sure images have Alt-Text or Alt Tags. Because that’s what screen readers will read aloud. So, use factually correct and accurate information to describe the images on your blog and site.
If you need more tips, we’ve got a post that discusses how to write good alt texts. The post is about social media, but the information is useful for your site and blog as well.
Conclusion: don’t give AI too much power
Truth be told, the problem with AI tools is how much power people give them. We’ve said it before, and we’ll say it again: they’re tools. You’re meant to use them to your advantage, not let them run wild like a Roomba and trust that they’ll keep your house clean.
Because just like a Roomba isn’t good at cleaning corners (because it’s a circle), generative AI tools can’t create diverse, personal, and accessible content. You’ve got to do at least some of the work yourself. And trust us, it’s worth it!
Cindy is a content manager at Yoast. She writes and optimizes blog posts, and enjoys writing content that will help people create better content for their site and users.
Whether you’re writing a new blog post or working on your product pages, chances are you’ll find yourself asking whether your page needs an image. The answer is always “Yes”. Images bring a page to life and contribute to your website’s SEO. But don’t worry; we’ll help you figure out where to find the right image and optimize it for SEO in no time. Let’s get started!
Table of contents
Always use images
Images, when used correctly, will help readers better understand your article. Or get a better idea of the product or service you’re offering. The old saying, “A picture is worth a thousand words” probably doesn’t apply to Google. But it’s true when you need to spice up 1,000 dull words, illustrate what you mean in a chart, or make your social media posts more enticing.
It’s a simple recommendation: add images to every article you write or page you create to make them more appealing. Moreover, with the search landscape rapidly changing and not just relying on text anymore, adding visuals to your pages will benefit your SEO.
Visual search is still very much part of the equation — as was already apparent in Google’s vision for the future of search a few years ago. But with AI and other multimedia developments on the rise, optimizing your images (and videos, for that matter) makes it easier for search engines and people to find you. Making that effort to optimize your images can provide you with a nice bit of traffic.
When you go to Google Images, you’ll notice it now comes with filters, metadata, and attribution. This shows us that Google increasingly knows what’s in an image and how that image fits into the larger context.
A Google Image Search shows much more than just images
Finding the right image
It’s always better to use original images – high-quality photos you have taken – than stock photos. Your team page needs pictures of your actual team. Not this dude on the right or one of his other stock photo friends.
Your article needs an image relevant to its subject. If you’re adding a random photo just to get a green bullet in the Yoast SEO content analysis, you’re doing it wrong. The image should reflect the post’s topic or have illustrative purposes within the article. Also, try to place the image near the relevant text. If you have a central image or an image you’re trying to rank, try to keep that near the top of the page if possible without feeling forced. There is a simple image SEO reason for all of this. An image with related text ranks better for the keyword it is optimized for. But we’ll go into image SEO later on in this article.
Alternatives
Don’t you have any original images you can use on your website? There are other ways to find unique images. Flickr: Creative Commons and Unsplash are great image sources, for instance, as you can use Creative Commons images. Remember to check out the restrictions and attribute the original photographer when you use one of their images. Our blog post gives you an overview of where to get great images. Steer clear of obvious stock photos. And if you insist on using stock photos, pick the ones that look more genuine. But whatever you use, you’ll probably find that images with people in them tend to look like stock photos. Unless you took the photos yourself, which (in our opinion) is always the best idea.
Apparent alternatives for photos are illustrations or graphs, which is what we at Yoast often use. Also, an honorable mention should go to animated GIFs, which are prevalent today.
Animated GIFs are cool but heavy-loading
Even though animated GIFs are popular, stay moderate. It’ll make your post more challenging to read, as the movement of the image distracts your readers’ attention. Also, not unimportant and good to mention is that they can slow down your page.
Preparing images for use in your article
Once you’ve found the right image – a photo, illustration, or chart – the next step is optimizing it for your website. So before you add your image, there are a few things you need to think about:
Choose the right file name
Yes, we’re serious. Image SEO starts with the file name. You would like Google to know what the image is about without even looking at it. So, use your focus keyphrase in the image file name. It’s simple: if you’re writing an article on Notre Dame and use an image showing a sunrise in Paris over the Notre Dame Cathedral, the file name shouldn’t be DSC4536.jpg. A proper file name would be notre-dame-paris-sunrise.jpg. That way, the photo’s main subject (and perhaps your article) is at the beginning of the file name.
Choose the right format
For images, the right format doesn’t exist. It depends on the kind of image and how you want to use it. In short, we recommend to:
Choose JPEG for larger photos or illustrations. It will give you good results in terms of colors and clarity with a relatively small file size;
use PNG if you want to preserve background transparency in your image;
or use WebP instead of JPEG and PNG. It will produce high-quality results with smaller file sizes. You can use tools like Squoosh to convert your image into WebP.
use SVG for logos and icons. With the help of CSS or JavaScript, you can manage images in SVG format. For instance, resize them without loss of quality.
If you know a large part of your audience uses specific browsers or devices, check whether those browsers on CanIuse.com support your preferred format. When you’ve chosen the correct name and format, it’s time to resize and optimize your image!
Scale for image SEO
Loading times are essential for user experience and SEO overall. The faster the site, the easier for users and search engines to visit a page. Images significantly impact loading times, especially when you upload a huge image to display it small. For example, a 2500×1500 pixels image displayed at 250×150 pixels size.
Even if it is displayed a lot smaller, the entire image still has to be loaded. So, resize the image to the size you want to display it. WordPress helps you do this by automatically providing images in multiple sizes after uploading them. Unfortunately, that doesn’t mean the file size is also optimized; that’s just the image display size. So think about the size in which you upload your images!
Use responsive images
This one is essential for SEO as well. And if you’re using WordPress, it’s done automatically since it was added by default in WordPress 4.4. Images should have the srcset attribute, which makes it possible to serve a different image per screen width, is especially useful for mobile devices.
Reduce file size
The next step in image SEO is to ensure your scaled image is compressed. That way, it’s served in the smallest file size possible. It is good to know that WordPress does compress the images you upload. But, unfortunately, this automatic compression often isn’t enough to rely on it alone.
Of course, you could export the image and experiment with quality percentages. But we prefer to use the highest possible quality images, especially given the popularity of high-resolution screens in mobile and desktop devices.
Tools like JPEGmini can drastically reduce image file sizes without artifacts
Specifying width and height for images in CSS can significantly improve your website’s user experience and overall performance. By setting explicit dimensions for your images, you can optimize the layout and prevent content from shifting while the images load. This practice is essential for improving Core Web Vitals, including Largest Contentful Paint (LCP).
When you define the width and height properties for images in CSS, the browser can allocate the required space for the image before it is fully loaded. This allows the browser to render the content more accurately and avoids unexpected layout shifts, which can be incredibly frustrating for users.
Here are some key benefits of doing this:
Prevents layout shifts: By setting the exact dimensions of images, you reserve the appropriate space for them. This ensures that other content on the page doesn’t shift or jump around when the images load. Users can start consuming the content without distractions, leading to a better user experience.
Improves page loading speed: When the browser knows the dimensions of an image in advance, it can allocate space for it while other page elements continue to load. This helps to optimize the page loading speed, particularly the LCP metric, as the largest contentful element’s space is reserved from the start.
Optimizes browser rendering: Knowing the image dimensions allows the browser to perform better in rendering and painting. It can allocate resources efficiently and optimize the rendering pipeline, resulting in a smoother and faster browsing experience.
To specify width and height you can use either inline styles or external stylesheets for images in CSS. Here’s an example:
img {
width: 500px; /* Set the desired width */
height: 300px; /* Set the desired height */
}
Instead of using fixed pixel values, you can use relative units like percentages or viewport-based units (e.g., vw, vh) to make the image responsive and adapt to different screen sizes.
It’s important to note that specifying the dimensions in CSS only sets the image’s display size and not its actual file size. To optimize image file sizes for faster loading, consider compressing and resizing images before uploading them to your website.
By specifying width and height for your images in CSS, you improve your website’s overall performance, visual stability, and user experience. Combine this practice with other image SEO techniques, such as proper image formats, compression, and lazy loading, for maximum impact on your website’s speed and Core Web Vitals.
Adding the image to your article
While Google is improving at recognizing what’s in an image, you shouldn’t rely on their abilities yet. It all comes down to you providing the context for that image — so fill in as much as you can! We’ll discuss how below.
When your image is ready to use, don’t just throw it into your article anywhere. As mentioned earlier, adding it close to related textual content helps a lot. It makes sure the text is as relevant to the image as the image is to the text, something users and Google prefer.
Captions
The image caption is the text that accompanies the image on the page. If you look at the images in this article, it’s the text in the gray box below each one. Why are captions important for image SEO? Because people use them when scanning an article. People tend to scan headings, images and captions as they scan a web page. Way back in 1997, Jakob Nielsen wrote:
“Elements that enhance scanning include headings, large type, bold text, highlighted text, bulleted lists, graphics, captions, topic sentences, and tables of contents.”
Do you need to add captions to every image? No, because sometimes images serve other purposes. Decide whether you want to use yours for SEO as well or not. You should only add captions where it would make sense to the visitor for one to be there. Think about the visitor first, and don’t add a caption just for image SEO purposes.
alt text
The alt text (or alt tag) is added to an image, so descriptive text will be in place if the image can’t be displayed to the visitor for any reason. We can’t put it any better than Wikipedia:
“In situations where the image is not available to the reader, perhaps because they have turned off images in their web browser or are using a screen reader due to a visual impairment, the alternative text ensures that no information or functionality is lost.”
The alt text is there to enhance your website’s accessibility. So be sure to add alt text to the images you use. Also, consider including the SEO keyphrase for that page if appropriate. Do not stuff the alt text of every image with keywords. Most importantly, please describe what’s in the picture so search engines and people can understand it. The more relevant information surrounding an image, the more search engines deem this image important.
However, please remember that not every image needs an alt text. Instead, consider alt text as a part of your content and add it where it makes sense. For instance, if you have an image purely for decorative reasons, then that image doesn’t need an alt text. In this case, having an alt text doesn’t bring any value to your readers. On the other hand, if you use an image with a statistic, let’s say – the number of people who searched for ice cream last month, then this should be reflected in the alt text. You can find guidance for alt text in this W3’s article.
title text
Some browsers show the title text as a ‘tooltip’ when hovering over an image. Chrome shows the title text as was intended. Images’ titles are similar, and many people who use titles copy the alt text. But more and more people leave them out altogether. Why is that? Here’s Mozilla’s take:
“title has a number of accessibility problems, mainly based around the fact that screen reader support is very unpredictable and most browsers won’t show it unless you are hovering with a mouse (so e.g. no access to keyboard users).”
Including supporting information in the main article text is better than attaching it to the image.
Adding structured data to your pages can help search engines display your images as rich results. While Google says structured data doesn’t help you rank higher, it does help to achieve a more fleshed-out listing in Image Search.
Google has a few guidelines you need to follow if you want your images to appear rich in image search. For one, when specifying an image as a structured data property, please ensure that the image belongs to the instance of that type. In addition, your image should have the image attribute, and your pictures should be crawlable and indexable. You can find them all in Google’s Structured Data General Guidelines.
Yoast SEO automatically adds the correct structured data to several images on your site. For example, your logo or the images you add to the how-to articles you build with our blocks. The plugin finds at least one relevant image on any page to add to the structured data graph. This way, Yoast SEO can describe your page properly to search engines. Want to learn more about structured data? Enroll in our free Structured data training course to learn more about adding structured data to your pages!
Recipes with proper image structured data get a label on Google Images
OpenGraph and social sharing
Earlier on, we mentioned using images for social sharing. If you add the following image tag to the section in your page HTML like this:
That will ensure the image is included in your share on Facebook or Twitter/X (OpenGraph is also used for other social media platforms like Pinterest).
Yoast SEO has a Social media appearance section where you can set and – in the Premium version – even preview your social posts. Make sure to use a high-quality image, like the original image you used in the post, as social platforms often use higher quality/larger images. If you have set this up correctly, and it’s not showing the right image, try to flush Facebook’s cache in the URL Debugger. The Twitter/X Card Validator does the same for Twitter.
XML image sitemaps
As a web developer, you might wonder about XML image sitemaps. We’d prefer to describe this as images in XML sitemaps. Google is clear about this:
Additionally, you can use Google image extensions for sitemaps to give Google more information about the images available on your pages. Image sitemap information helps Google discover images that we might not otherwise find (such as images your site reaches with JavaScript code), and allows you to indicate images on your site that you want Google to crawl and index.
Now and then, people ask us about XML image sitemaps. We don’t generate these in our plugin but follow Google’s advice and include them in the page or post sitemaps. Just scroll down in our post sitemap and see we have added images to all our posts (there is a column just for that). Adding images to your XML sitemaps helps Google index your images, so be sure to do so for better image SEO.
Serving images via an image CDN
We all know CDNs as one of the most popular site speed optimizations. Some companies that provide CDNs also have a specific CDN for images. The image CDNs are built around basic tasks: to optimize your images and get them to your visitor as fast as possible. Running an image CDN can speed up the delivery of your images many, many times.
An image CDN lets you handle the transformation, optimization and delivery of images. You can determine what loads when and how that should work. For instance, all your PNG images should be converted to webp on-the-fly because these load fastest and give the best image quality. An image CDN has loads of options to fine-tune the process, but there’s often a default setting that’s probably best for most sites.
There are loads of image CDNs to choose from, like Sirv, Cloudinary and Imagekit. Also, platforms like Cloudflare let you determine how to resize, reformat and serve images.
Image SEO: summary
Image SEO is the sum of a number of elements. With Google getting better at recognizing elements in images every day, it makes sense to make sure the image and its elements contribute to a good user experience as well as SEO. It would be foolish to try to kid Google.
Keep these 12 things in mind when adding an image to an article:
Use a relevant image that matches your text
Pick a good file name for your image
Make sure image dimensions match the image size as displayed
Use srcset if possible
Reduce file size for faster loading
Specify width and height for your images
Add a caption, if appropriate, for easier scanning of the page
When you write a post or page, we advise you to use your focus keyphrase in your introduction. Why? In short: Mentioning your focus keyphrase in your introduction makes it easier for readers and search engines to find your content. And figure out what it’s about. In this post, we’ll explain in depth why mentioning this is so important. And we’ll also tell you how Yoast SEO, our WordPress plugin as well as our Shopify app, can help you!
A focus keyphrase is a phrase that you want your post or page to rank for.
Let’s say you want to write a post about how to make a sourdough starter. To find the optimal keyphrase, you’ll need to do some research and discover what people are looking for and what words they’re using. This will increase your chances of getting found. FInally, you might end up with a keyphrase like “make sourdough starter”. Then, when people search for instructions on how to make it, they might find your post in Google’s search results (very much depending on what the competition does, of course).
Starting off your texts with the focus keyphrase
Writing a good, informative introduction is crucial. With just a few lines, you need to grab the attention of your readers and get them to stay on your page. It is worth remembering that most people scan pages rather than read them with complete attention. So if you include your focus keyphrase right at the start, you’ll make it easier for your readers to understand what your page is about.
What about search engines?
Readers are not the only ones you need to woo with the introduction. Search engines like to “read” introductions too. So if you include your focus keyphrase at the start of your text, you’re giving search engines clues about the topic of your post. Moreover, Google sometimes uses your first paragraph to create a meta description. So you’ll do yourself a huge favor by including your focus keyphrase at the start.
Sounds easy enough, right? Simply add the focus keyphrase at the start, and you’re done. But wait, there’s more! How you write the rest of the introduction is also vital. So let’s see how Yoast SEO can help you, and what you’ll need to do.
How does Yoast SEO help you?
Yoast SEO comes with a keyphrase in introduction check. So, how does it work? After you tell Yoast SEO what your focus keyphrase is, this check scans to see if you’ve included it in the introduction of your text.
Preferably, you should use your focus keyphrase in the very first sentence to make your topic clear immediately. But it’s also important that your text has a natural flow, so try not to force anything. Yoast SEO Premium (for WordPress) also allows you to add keyphrase synonyms, and it will take these synonyms into account when analyzing your introduction.
Where can I find the keyphrase check?
The check is part of the SEO analysis tab in the Yoast SEO sidebar and meta box at the bottom of your post editor.
What if my keyphrase check light is orange or red?
If the check light is red or orange, it may be due to these reasons:
You’ve mentioned your subject, but not your focus keyphrase;
You started with an anecdote to attract attention, but the anecdote doesn’t include your focus keyphrase;
You’ve mentioned your keyphrase (or its synonyms), but not within the same sentence;
You’ve used a synonym for your keyphrase in the introduction, but not told Yoast SEO Premium it is a synonym.
Yoast SEO gives you a green light when it thinks you did a good job with the focus keyphrase in the introduction.
How can you write good introductions that include the focus keyphrase?
Great question! A good paragraph and introduction start with a core sentence, which is a sentence that includes the most important message of that paragraph. If you can, add your focus keyphrase to that core sentence. Next, use the rest of the paragraph to discuss what readers can expect from the post. You can also mention the post’s purpose, and explain your structure in your introduction.
And don’t forget that your audience doesn’t only consist of returning visitors who are familiar with your stories and products. Always take the perspective of a new visitor. Ask yourself: Does my introduction give new visitors enough clues on what my post is about?
Stay on topic
Another thing to keep in mind: Be concise and precise. Try not to wander or start writing about an irrelevant topic. One way to keep yourself from digressing too much is to use the inverted pyramid writing style. This method encourages you to get to the heart of the matter immediately. Your readers will be thankful for it.
What if you can’t use the keyphrase at the start?
Sometimes, you won’t be able to use the focus keyphrase at the very start. For example, you might want to catch your readers’ attention with an anecdote or a question. In such cases, follow up with your focus keyphrase as soon as you can. This way, you still make it clear what your page or post is about.
Don’t overdo it
Be careful not to overuse your keyphrase, since it can make your text repetitive. Luckily, Yoast SEO Premium can help you avoid this! If you use the feature that allows you to add synonyms and related keyphrases, the plugin will be able to recognize them and include them in the analysis of your introduction. If you see the orange or red light, you might’ve used your keyphrase too much.
Tip: Yoast SEO Premium also gives you access to all of our SEO courses, including the SEO copywriting course. This course can help you write great introductions and texts that include your focus keyphrase.
Go Premium to get access to this feature!
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Save the best for last
Are you still struggling to come up with your introduction? No worries. You don’t have to write the introduction first! It might even be easier to write after you’ve finished the full post. Why? Because you’ll have a better idea of the angle and content of the post, which makes it easier to write a great and enticing introduction that masterfully includes your focus keyphrase.
In this post, you learned that it’s a good SEO practice to include your focus keyphrase in your introduction. Of course, just adding the keyphrase won’t do much, unless your whole introduction (and post) is well written. So what does a captivating introduction look like? It’s concise, and it introduces the reader to the topic straight away. Alternatively, it answers a question a reader may have. So, invest some time in writing excellent introductions. For both your audience and Google. It will be worth it.
Cindy is a content manager at Yoast. She writes and optimizes blog posts, and enjoys writing content that will help people create better content for their site and users.
SEO is all about trying to rank high on search engine result pages. However, not every website is treated equally by Google. Sites focusing on topics impacting people’s lives and finances have a higher standard to meet. Welcome to the world of YMYL, where improving content goes beyond regular SEO techniques. In this article, we’ll explore what YMYL sites are and how Google holds these to a higher standard.
Table of contents
What is YMYL?
YMYL, an acronym for “Your Money or Your Life,” refers to sites writing about topics that significantly impact users’ financial stability, well-being, and overall quality of life. These pages cover various subjects, including finance, health, safety, legal advice, etc. YMYL content often revolves around areas where accurate information and expert advice are crucial for making informed decisions.
Search engines like Google hold YMYL content to a higher standard than other web pages. This is because the information on YMYL pages can directly impact users’ lives. It makes the integrity and accuracy of these pages extremely important. Search engines strive to ensure that YMYL content is reliable, trustworthy, and expert-backed.
Examples of YMYL topics
Examples of YMYL topics include:
Financial advice: Sites publishing information and advice related to investments, taxes, retirement planning, mortgages, insurance, and other financial matters fall under YMYL.
Health and medical information: Websites with guidance on medical conditions, treatments, medications, nutrition, mental health, and fitness, as they significantly affect the well-being of individuals.
Safety and emergency information: Pages with crucial safety instructions, disaster guidelines, and emergency services information fall in this category. These pages play a pivotal role in protecting lives and ensuring public safety.
Legal advice: Websites offering legal information, explanations of regulations, and guidance on legal matters. Proper legal advice can be critical in crucial situations, determining the outcomes of legal disputes or guiding users through complex legal processes.
News and current affairs: News websites reporting on current events, politics, business, science, technology, and other areas can also be classified as YMYL. These sites provide accurate and unbiased information that influences public opinion and decision-making.
Understanding the scope and significance of YMYL content is essential for optimizing these pages effectively. You must ensure that users receive reliable, trustworthy, and accurate information when they need it most.
The importance of YMYL
YMYL content holds significant importance in the eyes of search engines and website visitors alike. Due to the potential impact on users’ lives, search engines prioritize YMYL pages and set higher standards for their quality and credibility. Understanding the importance of YMYL and its role in SEO is crucial if you create content in this space.
Why do search engines focus on YMYL content?
Search engines, like Google, focus on YMYL content because they see how these topics can influence users’ lives and financial health. Search engines aim to provide users with the most trustworthy information possible. Regarding YMYL topics, the stakes are higher. Search engines want to ensure users receive information they can rely on when making important decisions.
By looking at YMYL content more critically, search engines aim to uncover good sources from lesser ones. This ensures users see pages with reliable guidance, expert insights, and accurate information. Prioritizing YMYL content ultimately improves the overall quality of search results. It helps build user trust in search engines as a good source of information.
Building user trust
YMYL content plays a crucial role in building user trust. Users seek guidance they can trust when searching for financial, health, or legal information. By publishing high-quality and trustworthy content, site owners can establish themselves as authoritative sources within their respective industries.
Building user trust begins with providing accurate and reliable information backed by experts and credible sources. Demonstrating experience, expertise, authority, and trustworthiness (E-E-A-T) is crucial for YMYL content creators. This includes making sure the information is up-to-date, fact-checked, and sourced. Including credentials, expert reviewers, author biographies, and external references can further enhance the YMYL content.
When users see a YMYL website as trustworthy and credible, they are likely to visit it often, share the content with others, and become loyal customers or clients. Search engines also consider user trust signals, such as engagement metrics and positive reviews, when checking the quality of YMYL content.
YMYL site Investopedia has every article reviewed and fact-checked by domain experts
YMYL and the Google Quality Raters’ Guidelines
Google’s Quality Raters’ Guidelines play a pivotal role in assessing the quality and relevance of web pages, especially YMYL content. These guidelines provide insights into how Google evaluates the E-E-A-T of sites, which is essential for optimizing YMYL pages well.
Insights into Google’s guidelines for YMYL pages
The Google Quality Raters’ Guidelines outline specific criteria for evaluating YMYL content. These guidelines help Google validate that its algorithm understands and ranks web pages appropriately. Some critical factors considered within the guidelines include:
Experience: For YMYL topics such as finance or health, having experience could mean that the content creator has worked as a financial advisor, a healthcare professional, or has a background in a specific field. This experience provides credibility and expertise that can be valuable when creating YMYL content.
Expertise: Google expects YMYL content to be created by individuals or organizations with a demonstrable level of expertise in the field. You can show this expertise through qualifications, experience, industry recognition, and contributions to reputable publications.
Authoritativeness: Google gives weight to YMYL content from authoritative sources. This can include sites that have established credibility in the respective industry, are recognized by experts or organizations, or have a strong reputation for publishing accurate and reliable information.
Trustworthiness: Trustworthiness is crucial for YMYL content. Google evaluates factors such as transparency, accuracy of information, and transparent disclosure of potential biases. Websites with a history of complaints, misinformation, or malicious intent are likely to be seen as less trustworthy.
Content quality: Google expects high-quality YMYL content to provide comprehensive and insightful information. The guidelines emphasize the importance of avoiding shallow content. YMYL pages should satisfy user intent by addressing the main concerns and questions related to the topic.
Making your publishing known to the world can help build E-E-A-T
How Quality Raters assess E-E-A-T
Evaluating E-E-A-T factors by Google’s quality raters checks various factors to determine content creators’ or website owners’ experience, expertise, authoritativeness, and trustworthiness.
While the exact details of the process are unknown, quality raters consider vital elements when checking the experience of individuals or organizations. These aspects help determine the level of expertise and authority.
Key factors
Here are some factors they look at:
Qualifications and credentials: Quality raters examine the qualifications and credentials of content creators, such as formal education, certifications, and professional qualifications directly related to the topic. These indicators show a commitment to learning, acquiring knowledge, and advancing within the field, adding credibility to their expertise.
Professional experience: The practical experience of content creators or website owners within the industry is an important aspect evaluated by quality raters. This can include previous work experience, industry involvement, or practical expertise gained through specific projects or research. Raters assess the depth of experience to determine the level of knowledge.
Demonstrated knowledge and authority: Raters assess content to determine the creators’ depth of knowledge and authority. This can be evaluated through comprehensive and detailed explanations, referencing reputable sources, and providing unique insights or perspectives. The ability to offer valuable information and display up-to-date expertise in the field is crucial in establishing the perceived authority.
Industry recognition: Quality raters consider any industry recognition or acknowledgment received by the content creators or website owners. This can involve awards, honors, invitations to speak at conferences or inclusion in expert lists or directories. Such recognition highlights the expertise and authority within the industry, further solidifying their credibility.
User feedback and engagement: User feedback, reviews, and testimonials may also be considered by raters in evaluating experience. Positive feedback, active engagement with the audience, and a history of providing valuable and helpful information indicate an experience that resonates with users and builds trust.
Refining algorithms
It is significant to note that quality raters provide feedback to Google, which uses this information to refine algorithms and improve search results. While quality raters do not directly influence rankings, their assessments are crucial in helping Google understand if everything works as intended.
Yoast SEO, E-E-A-T, YMYL and site policies
Yoast SEO Premium enhances your website’s E-E-A-T. As we’ve seen in this article, Google considers multiple factors to evaluate the quality of YMYL sites. To help Google understand your site, Yoast SEO Premium offers various options to direct it to the proper sources. Publishing principles and site policies play a vital role in this process, providing valuable insights for Google. In Yoast SEO Premium, we can incorporate these pages in your structured data.
Publishing principles and site policies are guidelines that govern content creation and dissemination. These principles ensure that your content upholds accuracy, integrity, relevance, transparency, engagement, privacy, accessibility, continuous improvement, and legal compliance. Adhering to these principles results in high-quality content users can trust.
Yoast SEO Premium includes the publishingPrinciples schema to assist with this, making it recognizable and valuable to search engines. Head to the Site basics settings in Yoast SEO and navigate to the Site policies section.
Here, you’ll find different options for publishing principles, such as general publishing principles, funding information, corrections policy, ethics policy, diversity policy, and more. Select the appropriate pages from the fields provided, and you’re all set. If you still need to set up these policies, now is a great time to start crafting them to enhance your website’s credibility and SEO performance.
Enhancing E-E-A-T for YMYL sites with site policies in Yoast SEO Premium
Conclusion
Unlocking the power of YMYL for SEO success is a multi-faceted endeavor. By aligning with Google’s guidelines, establishing E-E-A-T, and using effective optimization techniques, you can drive organic traffic to your YMYL website, establish trust with your audience, and position yourself as a leader in your industry.
