4. Create internal links to relevant content

External links, those from other websites, are great for helping your domain authority and chances of ranking. As you create quality content and build your brand, these links will come. But, it’s still important to build out internal links between your content.

Whether you’re creating a new piece from scratch or performing a refresh, go through your site and include links to your new piece within older content (from a relevant spot). Then, do the same for your new piece and link out to other pieces you have, using relevant copy as anchor text.

Internal linking not only helps your SEO, it also provides a better experience for your readers. If someone has a question about something you’re covering, and you have the term linked to a helpful guide, they can easily get the information they need.

5. Break up the copy for a better reading experience

Nobody likes clicking a link only to find themselves face-to-face with a wall of text. Massive articles with no visuals or breaks in the copy will likely drive your audience away, and quickly. This hurts your bounce rate and ultimately your chances of ranking.

Again, whether you’re writing a new article or refreshing an old one, make sure you’re giving the reader breaks in the copy. Images are a great way to keep an article flowing, and they provide their own SEO benefits. You can also use bulleted lists, numbered lists, block quotes, and more to keep the article flowing.

As an added bonus, breaking up the copy simply makes your content more pleasant to read.

6. Double-check search intent before writing

Just because a keyword looks promising, doesn’t mean the intent is the right fit for your brand. This is why it’s important to search a term on Google before you start targeting it in a piece, otherwise, you risk wasting precious time writing an article that won’t perform well.

Make sure your intent is in line with your audience before you write a single word, using our well-intentioned expert guide on keyword intent.

7. Use relevant images

Images keep your articles engaging but also help your chances of ranking. This is especially true when you use the right images, as they’ll keep your audience engaged. But image best practices don’t stop there.

• Include your own screenshots when possible, as these build credibility with your audience and further establish you in the space.
• Don’t use an image for the sake of using an image. Images should help drive home a point, further inform a reader, or entertain at the least.
• Keep an eye on your number of images. Too many images can bog down your page speed and impact your SEO.
• Compress images using one of the many free tools available. Images should stay right around 100kb, ideally. Anything over that risks slowing your site down. However, your hero image can be a bit larger, along with infographics, as these are top-priority images.

8. Use attention-grabbing videos

Follow the same image best practices and include relevant videos when you can. Videos further break up your copy while appealing to other learning and engagement styles. It’s worth noting that if you’re using a video player and not auto-playing a video, you don’t have to worry about the file size. If you’re embedding the video and loading it straight from your own server, file size can come into play.

9. Prioritize your audience above all else

At the end of the day, your audience is the most important element to consider when writing and optimizing. Put yourself in your reader’s shoes and ask yourself if the article answers whatever question or questions they had when searching the term. Will they walk away from the piece, their life better in some way?

When you’re finished with your piece, ask yourself if the article is something you’re proud to have your name, or your brand, on.