So you have an article written, perhaps even published, but does it fulfill this absolute minimum set of criteria? 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.
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 tightly related to your article.
- Consider questions the reader will have next
- Use link ‘anchor text’, the words used in links, aligned to existing core terminology. e.g. reuse the tag categorization, existing partner’s name
2). Three Images
Search engines do better with text than images. Use meta-data to describe images and to make your image accessible to the visually impaired. Social media and other sharing mechanisms automatically attempt to pull in the featured or first image on the page.
Guidance For Image Selection:
- Align with your branding tone / voice.
- Choose an image tightly related to the article.
- The image should ‘speak’ to your target readers, and consider the diversity of those readers.
- Include a photo even if there is a video on the page (perhaps a screenshot from the video).
3). One ‘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 Call to Action:
- As they search for answers consider the next steps your prospect is likely to take.
- Typically B2B prospects want industry-specific case studies.
- Brochure download which they can share with the boss, a free trial or a contact form might be appropriate.