Find out what you need to do to ensure your articles, blog posts or case studies are ready for Google, i.e. ‘search engine optimized’ (SEO) and readers.
So you have an article written, perhaps even published, but does it fulfill this absolute minimum set of SEO criteria?
1). Three Links
Enable readers to easily explore further information on the same topic. Linking helps to locate your article in the network of content.
Guidance for Link Selection:
- Choose content closely related to your article.
- Consider what questions the reader may have next.
- Use link ‘anchor text’, the words used in links, aligned to existing core terminology. e.g. reuse your tags. (See the sample word cloud of tags on this page.)
2). Three Images
Search engines do better with text than images or video. Use meta-data to describe images so your images are accessible to people who are visually impaired and for search engines. Social media and other sharing mechanisms automatically attempt to pull in the featured or first image on each page.
Guidance For Image Selection:
- Align with your branding tone / voice.
- Choose an image closely related to the article.
- The image should ‘speak’ to your target readers, and consider the diversity of those readers.
- Even if there is a video on the page, tnclude a photo (perhaps a screenshot from the video).
3). ‘Call To Action’
In closing, give the reader somewhere to go next. Don’t walk off in the middle of the conversation and leave them hanging.
Guidance For Your Call to Action:
- Consider the next steps your prospect is likely to take as they seek answers to their questions.
- Typically B2B prospects want industry-specific case studies.
- A brochure download (which they can share with the team/boss), a free trial or a contact form might be appropriate.