Tag: SEO

Search engine optimisation (SEO) is essential for making sure your wellbeing website is ranking well for relevant keywords, so the right people can find your business online. But it’s a bit of a minefield! Read on for loads of useful tips as we help you navigate the SEO labyrinth…

Is Instagram down? 3 ways you can still reach people

More and more businesses are using social media like Facebook and Instagram to communicate with and reach new customers. A lot of businesses are even choosing social media instead of going through the expense of building a website and the discipline of growing your email list. This is fine until one day you ask yourself, “Is Instagram down”?

There are good reasons for using social media for communicating with people. We often use social media in our spare time as a recreational activity. If you run a wellbeing business then what you offer is often an interest or even a passion for many people, like yoga, meditation, coaching or personal development. It’s something people want to do and they do it in their spare time.

Is Instagram down? 3 ways to keep the lights on

But, what happens when social media lets us down (as it’s likely to do more and more frequently)? Here are 3 things you can do to make sure you stay in control of your own business, even when the lights of social media go out.

Own your own website

Anyone who’s gone through the pain of creating a website for their business will know exactly how time consuming and frustrating it can be. Of course, everyone has a friend who builds websites these days, but while your friend might be able to build you a basic site, they won’t necessarily understand your business at a deep level or understand how marketing works.

Even if they do manage to nail your website for you, you’re unlikely to be able to easily make changes to your own site without going back to your friend for help. And there are only so many coffees or beers they can drink before your friendship starts to become strained. But don’t worry, our New Website Package solves all these problems for you perfectly!

So, if building a website is costly and time-consuming, why should you do it? Because, when you buy a domain name and build and host your own website, you own it yourself and have complete control over it. This means that anyone can find your business through your domain name and they can do this even if you’re asking “Is Instagram down?”

Besides having a clear message and easy-to-navigate structure, your website is also where you should invite people to join your email list. Read on to find out more about the often overlooked power of email marketing.

Grow your own email list

Like websites, email is not controlled by one mega-company, such as Facebook or Google. If you collect people’s emails you can still send them messages, even if there are issues with your own website, or when other services like Google go down. Sending focused emails to your audience is the best way to get them to take action. Email marketing is still way more effective than social media (as this recent Forbes article explains), mainly because of how distracting social media is designed to be.

But, growing your email list isn’t just about sending out a monthly newsletter; it’s about creating a community around your business. People who share your interests and passions. Email marketing is most effective when it becomes a two-way conversation rather than a one-way broadcast.

Focus on SEO

Google became the biggest company in the world through paid advertising. So, it makes sense to focus on choosing relevant keywords that matter for your business. For example, before we write a blog post at Wildheart, we choose a topic and then research the monthly search volumes and competition levels for specific phrases within that topic. This helps us to find the best performing phrases that are most likely to generate good traffic to our site.

You should make it a priority for your business to make sure it’s easy for search engines like Google to know what each of your web pages and posts is about. For this particular blog post, our focus keyword is “is instagram down”, because at the time we did the research this phrase had low competition but a lot of monthly searches. The chances are, if you’re reading this article you found it by searching for this or a related keyword. How cool is that?

The power of good SEO (search engine optimisation) is that you can write an article once and it keeps bringing you traffic over time. It’s good practice to keep an eye on the keywords that your website is performing for on a regular basis. SEO is a lot of work but it can really help your business long term. If you’re looking to get started, check out our SEO Package where we do all the hard work for you and get you set up so your website can perform well in organic search results.

Keeping up with the SEO times

Of course, Google has done an amazing job. I remember what the internet was like before Google and it was really hard to find anything twice. You had to be careful to keep bookmarks of websites you liked and wanted to remember. Google solved the problem of not being able to find things on the internet and, off the back of selling advertising to people using its search engine, it’s grown to be the biggest company in the world.

But, Google is also constantly tinkering with its search algorithm to improve it and to make sure it’s not hacked. This means it’s more important than ever to stay on top of your SEO, and to follow the latest trends to keep Google on your side.

Value-led marketing

Here’s the unpleasant truth of running a wellbeing business today: You need your own website, your own email list and you need to be using social media, on top of actually delivering your services.

I’m not recommending you start blasting people on all channels and see what happens. In fact, quite the opposite… Without a strategy, you could be wasting a lot of time. You need to stop and reflect on the kind of business you want to run, and what your values are, and then create a clear message that you communicate consistently to your audience.

Creating your unique message is something that’s best not done alone. We’re often just too close to our own business, or too caught up in the daily grind, to communicate clearly in our marketing. That’s why we created a Brand Strategy Package, which has been a real eye-opener for all our customers!

“My experience with Wildheart Media was fantastic. The Brand Strategy Meeting was very insightful, and offered me a whole new insight into the different possible directions I could take it in. It left me with plenty to think about, and excited about where I will be able to take it in the future.” – Mike Richards, The Travelling Ape

“Wildheart Media asked just the right questions, to bring different answers and therefore solutions to how I could move my business forward in a new light of awareness of who I really was and what my business was giving to my clients. The 2-hour session and the brilliant report that came back afterwards was invaluable. What other time do you get to talk to somebody for 2 hours about your business, which in itself was a marvellous experience!” – Julie Hanson

Take back control

Ideally, you want to be able to choose how and when you communicate with people to get the best results. If you get a good response from sending messages via Facebook or Instagram then you should use this as your channel of choice, but not at the expense of growing your email list. You should constantly be looping people back into your email list and sending them to your website where you control the content and the experience.

Stay independent

Big companies like Google, Amazon, Facebook and Apple are all prime targets for cyber terrorism. They offer fantastic world-changing services, but do you want your business to be completely tied to their success or failure?

It’s important to bear in mind that, yes, we do live in an integrated world and you absolutely should be making use of all the great time-saving services and tools out there that help you get things done. But, you also want to maintain as much independence as you can and have some kind of contingency plan when things don’t go the way you want or expect. At the very least, you should be aware of the inter-dependencies that can affect your business and marketing so you can make informed decisions.

Is Instagram down? Conclusion

Hopefully, this post gives you a new perspective on how you can approach your marketing across different channels if there are disruptions in service. This should give you more confidence, allow you to make contingency plans and be more flexible when things go south. If this all feels overwhelming and you’d like some help, then why not book a free consultation?

Book a free consultation

A first-timer’s experience of WordCamp Europe — Berlin 2019

If you’ve been following our blog for a while, you’ll know that Wildheart Media is a remote business. This is why WordCamp Europe 2019 was an extra special event for the Wildheart team. It was the first time that Guy Anderson, Hannah Moss and I (Ehron Ostendorf) all met in person.

As a first timer to WordCamp Europe, I highlight some of the talks and workshops we went to and give you some top takeaways from each. I give you my overall impressions on the event and also share my feelings about spending time with the Wildheart team at the end, so read on if you’re curious what each of us are like in ‘real life’.

What is WordCamp Europe?

WordCamp Europe is a yearly conference all about WordPress, a free open-source content management system (CMS) also referred to as a website hosting platform. Over 30% of all websites on the internet are powered by WordPress.

WordCamp Europe takes place in a different European city each year and this year, Berlin saw the largest number of attendees to date (about 3,000). In order to not have too many people crammed in one space, there were simultaneous conference slots throughout the day with topics ranging from content and SEO to design and coding. Below I highlight the conferences we went to as well as a workshop we attended.

The big, bad content planning workshop

On the first day of the conference (Friday 21st June), the Wildheart team participated in a workshop with limited space. I was the last person to get a spot for this workshop, so you can imagine how special I felt! Our workshop leader was Vassilena Valchanova (Vassy for short), a communications specialist from Bulgaria.

Highlights from this workshop

  • Learning tips for Facebook Insights and AdsManager
  • Studying Google Analytics
  • Gaining knowledge on new tools to use, such as:
  • Creating customer personas (which we’re also familiar with)
  • Great content ideas

Takeaways from this workshop

Through Facebook Insights, we walked through Vassy’s PowerPoint presentation and practised creating our audience based on location, age and sex, interests and other pages they liked. Google Analytics was similar, but it was interesting to learn the differences between the two.

We also took time to create customer personas so that when we write content we can aim it towards this type of potential customer.

The new tools Vassy shared with us were fascinating — Hotjar is a user feedback and behaviour analytics service that allows you to add different tools to your website, such as polls, a heatmap (to see where people go on your site), visitor recordings (which takes no personal info), and many other tools like surveys and feedback forms.

Hotjar Screenshot

AnswerThePublic is a great way to help you form content. I searched ‘yoga’ as an example. What’s fascinating is that you can see how certain searches are more popular than others, e.g. you can see that ‘yoga vs pilates’ has a much larger search volume than ‘yoga vs massage’, which can help you decide on topics for  your next blog post.

AnswerThePublic Screenshot

AnswerThePublic only gives you a few free searches per day, so you can also use Neil Patel’s Ubersuggest. This is a less advanced tool and similar to AnswerThePublic, but you get unlimited searches.

SimilarWeb gives you the tools to research your competitors and see what keywords are working for them, how their website ranks and what brings people to their sites. SimilarWeb can also help identify trends to help with your SEO strategy and blog writing.

Matt Mullenweg

After lunch we saw Matt Mullenweg, a web developer, entrepreneur and most importantly co-founder of WordPress. He gave everyone a warm welcome and discussed the launch and upcoming changes to WordPress’s newest page builder, Gutenberg.

Matt Mullenweg WCEU 2019

Variable fonts: The future of web design

After Matt’s talk, I saw a conference on ‘Variable fonts: The future of web design’. The big takeaway from this talk was that using heavy text throughout your site (imagine if everything was in bold on your site) will actually make it load slower than if the text was thinner, i.e. Roboto ‘thin’ vs Roboto ‘black’.

Understanding what makes a website landing page convert

I ran to another building to catch the next talk, ‘Understanding what makes a website landing page convert’. This showed us how we need to create a customer persona and then take that persona on a journey through our site. For a yoga website, this would mean creating a landing page with text and specific pictures to reach a particular type of audience.

Semantic content in a block editing world

The next talk was on ‘Semantic content in a block editing world’ which focused on the WordPress Gutenberg plugin. The speaker discussed the need for websites to be more interactive and to keep the content structure distinct from its presentation. So, formatting our text to make it easier to read, not simply shoving all the content into one, large text block.

How better performing websites can help save the planet

On Saturday, we started the day off strong with a talk on ‘How better performing websites can help save the planet’. This taught us how the internet as a whole leaves a CO2 footprint larger than most countries. If that statistic got your attention, then keep an eye out for Hannah’s upcoming blog post that covers this talk in detail and gives you tips on how to reduce your own website’s carbon footprint.

Get things done! 7 tips to save time

I watched ‘Get things done! 7 tips to save time’, which mostly reminded me of processes I already follow and tools I use. The speaker mentioned using online organisational tools like Trello to keep track of your tasks, following a regular routine, and allowing yourself micro breaks to check your email, walk around and stretch, etc.

Copywriting tricks, techniques, and CTAs for bloggers and marketers to improve conversion rates

The last two talks were wonderful back-to-back content talks. The main takeaways from ‘Copywriting tricks, techniques, and CTAs for bloggers and marketers to improve conversion rates’ were: find a strong headline for your blog post (question, call to action, address concerns, etc.), and pair that with a striking image, because images and strong headlines will draw people in.

Reduce, reuse, and recycle — 7 ways to repurpose content and maximise your efforts

The takeaways from this talk about recycling content were:

  • Seasonal cleanups — taking an audit of all your blogs, updating posts, getting rid of irrelevant posts, etc.
  • Content splintering — chopping up content into smaller pieces to share on social media.
  • Content stacking — combining blog posts into larger pieces like an ebook.
  • Media swaps — taking blog posts and making a video out of them and vice versa.

My summary of WordCamp Europe 2019

The whole event was tiring, yet energising and invigorating. These talks and the whole conference gave me the tools, knowledge and confidence to take all the information and actually turn it into actionable goals. I think WordCamp is a very useful and well-organised event and I look forward to going again.

So, what’s the Wildheart team like?

I clearly saved the best for last. The team had a wonderful time visiting the sites of Berlin from walking the streets around the Brandenburg Gate (Brandenburger Tor) to taking a boat tour along the Spree river. I also had an amazing time at a shared co-working space called Space Shack where the team discussed the future of Wildheart and worked together on some projects.

But that’s just the surface stuff, I’d rather share something more authentic. Before I left for Berlin, I had a whole approach to the trip figured out. I was prepared to be professional and business-like, yet courteous and polite. We all have certain ways we think we should act around certain people, right? Although we did accomplish work and attend a professional event, I was immediately made welcome and within the day, our barriers melted away and we had deep, meaningful conversations. I had dinners and outings with Guy and Hannah and if I could explain the Wildheart dynamic, it would be as if we were friends, siblings, and coworkers to each other all at once.

This was highlighted further during the WordCamp after party, which was ‘80s themed — one of my favourite moments was dancing with my team, having fun and being able to be myself.

I’ve worked remotely before and I’ve had the opportunity of working for different kinds of people with many different temperaments. This has been nice ‘world experience’, but from my perspective, getting closer to those businesses wasn’t successful for me. So, I had grown to be more cautious and skeptical while I was at work.

Spending time with the Wildheart team was the first time I could legitimately say  that I felt part of a team — somewhere I belonged. As yogis, I’m sure you understand what I mean when I say that I’ve found a tribe that I vibe with, a place where I feel respected, where I can contribute something meaningful.

The Wildheart team also got to hang out with Russell Hrachovec from Make It Red, a design agency in London, and Nick Schäferhoff, a freelance blogger and online marketer based in Berlin. They both made great companions and we had a lot of fun together!

WCEU Berlin 80s After Party

Thanks for reading my in-depth overview of my WordCamp experience. If you’ve thought about getting more knowledge on improving your site and business, consider attending WordCamp Europe 2020 in Porto, Portugal — we’ll see you there!

Why do links display differently across iPhone apps?

In our recent Marketing Tips videos we’ve been sharing some great insights into making sure your blog posts and web pages are ‘share-ready’. This includes making sure your og image and og data are displaying correctly. “Og” stands for open graph, which is basically the integration between your website and Facebook.

But we recently discovered something even more interesting – when you share your content via your iPhone, it’s also the og image and og data that gets pulled through as a preview. Well, sometimes. In some apps. So we thought we’d dig a little deeper to find out what’s going on.

Whether you’re a mobile marketer, or you just want to know how to get that nice preview displaying when you send someone a link via your iPhone, check out our definitive guide below.


So, it turns out that iPhone’s use of the og image and og title has only been in place since their update to iOS10.

Any links shared via SMS (text message) or iMessage in iOS10 or later will pull through the og image and og title ONLY if the following conditions are met:

1. Position is everything

The link has to be right at the beginning or end of the SMS, and when they say the end, they literally mean the end – only a full-stop is allowed afterwards, no kisses or emojis! If the link is in the middle of the text, it will only display as a hyperlink, not a proper preview.

2. Get your prefix

The link must start with either http:// or https:// so if you’re sharing a link without this prefix, you’ll need to add it in. The best way is to copy the link directly from your mobile web browser. E.g. in Safari you tap on the URL in the address bar, then tap again to see a Cut/Copy/Paste menu appear. Tap Copy, then you can paste the link into your message.

3. Tap to load

Your nice preview won’t be automatically displayed for the recipient – they have to “tap to load preview”. The og title and og image will display once the preview has loaded. Here’s an example in a text message from Vodafone:

Tap to load preview (Vodafone)

4. No path to be found

Only the host name of the domain will display before and after preview; not the domain path. For example, if you shared the URL https://wildheartmedia.com/content-marketing-packages/, only the https://wildheartmedia.com/ part would actually be displayed in the message.

5. What if there’s no og image?

If there’s no og image set for the content that’s being shared, then the website’s favicon will be displayed instead (the small icon you see next to the website’s page titles in the browser tabs and bookmarks). If there’s no favicon set for the website, then the standard Safari favicon will display, as per the example below:

Standard Safari favicon

This serves as a great reminder to make sure you’ve set the right og image and og data for every page and post on your site. Check out this video if you’re not sure how.

6. Keep it singular

Multiple hyperlinks are not supported, so if you add more than one, there won’t be any previews, no matter where you place the links in your message.

So, provided you’ve added your og image and og data, and followed the rules above, your link should look something like this when shared in an SMS or iMessage:

Link sharing in iMessage


Link sharing in WhatsApp on an iPhone seems to work in much the same way as above. The main differences are that you won’t need to tap to load the preview, and you can insert your link anywhere in the message. Also, the preview will actually appear above your message, rather than below it.

WhatsApp definitely uses the og data and image, which is no surprise, seeing as Facebook owns WhatsApp!

So, this is how your link will display in WhatsApp:

Link sharing in WhatsApp

FB Messenger

The same thing applies in Facebook Messenger as in WhatsApp – you can place your link anywhere in the message. However, the preview will appear below the message, as it does in text messages:

Link sharing in FB Messenger

In conclusion

So, now you know how your links will be displayed when you share them across SMS, WhatsApp and Messenger on an iPhone.

If you run a business you can see how important it is to make sure every blog post and every page of your website has an appropriate og image and og data applied. This is not only important for when your pages are shared across social media, but also when they’re shared in messages on mobile. And, as we all know, mobile is fast taking over the digital world!

For more information on setting the og image and data for each of your web pages and blog posts, check out the first of our Marketing Tips videos:

Marketing Tip #1

How to do keyword research

What is keyword research?

As we explained in our latest Content Kitchen video What is keyword research, you should be using keyword research to plan the content of both your website and your blog.

But what exactly is it? Well, keyword research is a way of finding out which words and phrases people use to search for certain products and services online. It forms the basis of any search engine optimisation (SEO) strategy, which means following certain content, layout and formatting conventions to help your website rank higher in relevant searches.

It’s important to carry out at least some keyword research for your business to ensure you’re using the right terms in your marketing, so that your website can be found by the right people. It’s no good simply assuming you know what people are searching for – you can’t possibly know! We all think differently and we all behave differently online.

Remember: you are not your customers!

Our approach to keyword research

We’re not an SEO agency, but we know the value and importance of good SEO measures, like keyword research. SEO is a vast and complex subject, which is potentially very time consuming. At Wildheart Media we have a lightweight approach that gets good results. You can actually carry out very useful and insightful keyword research in a relatively short amount of time.

Our focus is on small businesses who don’t necessarily have the time and money to invest in extensive keyword research and SEO tactics, like pumping out 3 blog posts per week of 1,500 words or more. So our approach is simple – we’re not trying to attract masses of traffic to your site; we’re merely trying to get the right content to yield the best results on each page of your site.

So, you might only get 100 visitors to your site in a month, but those 100 visitors are far more likely to convert into paying customers due to our content-focused approach to SEO.

Step by step guide to keyword research

We’ve developed a simple keyword research process for our customers, which gives good results every time. We then incorporate these results into our customers’ content strategy and marketing activities to help their business get found by the right audience. Here we share with you the process we follow for both our own and our customers’ businesses.

1. List your keywords

Make a list of 10-20 words and phrases that you would use to describe your business and the products or services you offer. Phrases should be no more than 3 or 4 words long at this stage. For example, at Wildheart Media we would start with keywords such as:

  • Marketing
  • Content marketing
  • Digital marketing
  • Email marketing
  • Blogging
  • Business blogging
  • WordPress website

2. Open Google Adwords Keyword Planner

We think Google Adwords Keyword Planner is the best tool for your basic keyword research. As it’s a Google product you’ll need a Google account to get started, but you can easily set one up if you don’t already have one.

3. Search for keywords

Enter each of your keywords into the Keyword Planner tool by selecting “Search for new keywords using a phrase, website or category”.

You don’t need to complete all the fields here – just type your keyword into the “Product or service” box, then adjust the targeting criteria if necessary. If your business is based in the UK you can leave the settings on the default: UK, English, Google. Then click “Get ideas”. See the screenshot below – we’ve used the term ‘content marketing’ as an example.

Google Adwords Screen Shot

4. View your results

On the following page you’ll be presented with the results – see the screenshot below, showing results for our ‘content marketing’ search term.

First, it will show you the average number of monthly searches and competition level for your search term – in this case 1k-10k, medium. The competition level is based on the number of web pages that are currently being optimised for this particular search term.

Below your search term results you’ll see a list of keywords by relevance. This is a very useful tool because it shows you other keywords related to your original search term, which you may not have thought of. So you can go through this list and pick out any additional keywords that are relevant to your business. The best results are those with a high volume and low competition.

Google Adwords Screen Shot

5. Capture your results

We think the best way to capture your results is in a spreadsheet, or gsheet if you’re using Google Docs. You can start with your original list of keywords and add any additional ones suggested by the Keyword Planner.

You want to capture the keyword, the monthly volume and the competition level. You can then use a RAG system (red/amber/green) to colour code the results. Here’s an extract from our own keyword research gsheet for Wildheart Media:

Wildheart Keyword Research Results

We’ve also added notes against some of the entries to capture thoughts, ideas and patterns we’ve noticed in the results.

6. Refine your results

Once you’ve captured the results for, say around 30-40 keywords, you can start delving a little deeper by refining and experimenting with your search terms. For example, in the extract above you can see that the phrase ‘starting a blog’ has a monthly volume of 1k-10k, but when you change this to ‘starting a business blog’ the results fall dramatically to only 10-100. This means hardly anyone is searching for this phrase online.

7. Explore long tail keywords

You can also refine your results to include more long tail keywords. These are longer and more specific phrases that people use to narrow down their search. For example, if you were looking for a vegan restaurant in Bristol, rather than searching for “Bristol restaurant”, you might search for “best vegan restaurant Clifton Bristol” – this is known as a long tail keyword.

Long tail keywords tend to get less search traffic but can be more valuable to your business, as they’re more likely to result in visitors finding exactly what they’re looking for on your site, and therefore converting into paid customers. This can be especially important if your business operates in a specific niche, as you want people to be able to find your website by searching for very specific, niche terms.

For an in-depth look at long tail keywords, check out this article from Yoast.

8. Put your keywords to good use!

The final step in the process is to take the top keywords from your research and start using them throughout your website and marketing. The most important places to use them are as follows:

  • Page title
  • First paragraph of body text
  • SEO title
  • Focus keyword
  • Meta description

These last 3 items form part of your Yoast SEO for WordPress plugin, which we recommend installing if you haven’t already.

It’s also good practice to use your keywords throughout the text on your website, but a word of warning here: search engines will actually penalise you for overuse! So, rather than just dotting your keywords around willy-nilly, you need to make sure they’re incorporated into your web copy in a way that actually makes sense to your readers. You might need to rewrite some of your text, but using relevant, well-researched keywords in your copy is one of the best things you can do for organic SEO, to help your site rank higher in relevant searches.

Need some help with your keyword research?

If this all sounds too much like hard work, or you don’t have time to carry out the keyword research your business needs, we’re here to help.

Our SEO Package includes detailed keyword research as standard, as well as competitor analysis, and topic research. We’ll help you identify exactly who your audience is, what content they’re interested in and what search terms they’re actually using to find it.

Book a free consultation

Content Kitchen 13: What is keyword research?

Brought to you on the first Friday of each month, Content Kitchen is a series of videos in which our co-founder Guy answers your content marketing questions. Why Content Kitchen? Because they’re recorded in Guy’s kitchen of course!

What is keyword research?

In this month’s Content Kitchen video, Guy delves into keyword research. It’s important to know what this is if you want to ensure your website and blogs are being found in relevant searches.

This is a potentially vast and complicated topic, so Guy gives a simple overview and shares 3 ways you can easily get started today using Google’s Keyword Planner.

What next?

In our follow-up post we’ll explain more about keywords and how you can use them to maximise your website and marketing efforts. Plus, we’ll share our own tried and tested keyword research process, which you can follow for your own website.

How to make your blogs more search engine friendly

If you’ve been following our content marketing blog, you’ll know how important it is to be publishing regular, high quality WordPress blog posts like clockwork, in order for your content marketing to be a success.

So, how do you start getting your blogs noticed by the people that matter – your audience? And how do you start creeping higher and higher in those all-important search rankings? It’s time to dive a little deeper and introduce you to Yoast SEO.

What is SEO?

SEO stands for search engine optimisation. It refers to techniques and best practices you can implement on your website to help your content get found more easily for the key words and phrases most relevant to your business. After all, one of the main reasons for having a website in the first place, is so people can find out who you are and what you do.

SEO generally falls into 2 categories:

  • content SEO – what you can actually see on the page;
  • technical SEO – the stuff you can’t see, like meta descriptions, keywords and alt tags on images.

But it doesn’t stop there. A sensible website structure is also important for SEO. And of course Google loves links to and from reputable sites too.

Despite what many people think, SEO is not about getting to No.1 on Google. In fact, it’s not really about search engines at all – it’s about the humans using the search engines. More specifically, it’s about growing the right kind of audience to help you grow your business.

From a business perspective, blogging is important in raising awareness about your brand and growing an audience of returning visitors who may buy from you and may also be your advocates. SEO is an important consideration for businesses with an established blog as well as those just starting out.

For a more detailed look at search engines and how they work, check out the video in our Top 5 tips for search engines.

Keyword focus

One of the key elements of SEO is keywords. These are words and phrases you can specify as the focus for each page or post on your site that tell Google and other search engines what you want these pages to be found for.

For example, if you’ve written a blog post containing general help and advice about gardening, you might want to set your focus keyword as ‘gardening tips’. If you’re writing about a more niche or specialist topic, or you want your content to be found for something very specific, you would set your focus keyword accordingly, e.g. ‘eco-friendly landscape gardening brighton’.

But be aware that, for the best results, your focus keyword should be used in primary areas like your page heading, excerpt and first paragraph, so if you make it too obscure this will be harder to achieve.

So, stay focused and use keywords wisely. Ensure you stay on topic to make it easier for people to understand the point you’re trying to make.

Format like a pro

The formatting of your blog post is another important element of SEO.

Best practice tips for search engine friendly formatting include:

  • Break up your text into shorter, easy to read paragraphs. This improves the experience for your readers too, as it can be hard to follow long blocks of text when reading on screen. The more white space, the better.
  • Make sure your post is clearly structured – break up sections with subheadings and use bullet points or numbered lists where relevant.
  • Create eye-catching, unique headings people will actually click on. Using questions as subheadings, and featuring your focus keyword in your headings, are both good practices. If your headings aren’t interesting no-one will even see the rest of your content.
  • Google loves links, so make sure you link between your posts and other relevant pages, especially your evergreen content. Links to and from external sites are important too, but make sure these are reputable.
  • Ensure you include a clear call to action at the end of every post. What do you want people to do next: Sign up to your blog? Download a PDF? Book a free consultation? Make it simple, clear and compelling.
  • After drafting your post, scan read it to make sure your readers will get a good gist of the content and key messages just from the subheadings and overall format.
  • Check your html formatting. Even if you’re not familiar with html, you can go into Text mode (rather than Visual) in WordPress and make sure the text isn’t full of gobbledygook. This often happens when copying and pasting from another application, such as Word or Google Docs. To remove this simply highlight your text and click ‘Clear formatting’ from the editing toolbar.

Add your SEO data

Ok, here’s where it gets slightly more technical. But bear with us, we’ll keep this as simple as possible.

It’s very important to add SEO data for every page and post you publish on your website. The best way to do this is by installing the Yoast SEO for WordPress plugin. Why? Because it’s free and has a great keyword focus tool to help you stay on track when creating content for your website.

There’s also a paid version – Yoast SEO Premium – which we use at Wildheart. But if you’re new to blogging and SEO, the free version is more than adequate.

There are 3 main fields you need to complete for each blog post when using Yoast SEO for WordPress:

  • Focus keyword: as mentioned earlier, this is the main word or phrase you’d like search engines to focus on for this post. This is the most important element of Yoast SEO and should always be completed for every blog post.
  • SEO title: by default this is set as the title of your post, but you can edit it if you need to, for example, if your blog title is very long or doesn’t contain your focus keyword.
  • Meta description: by default this is set to the first couple of lines of your opening paragraph. However, for the best results it’s good practice to rewrite this as a summary of the main points of your post and how it will benefit your audience. You can use the same text as your excerpt, as long as it’s not too long – Yoast will tell you if it is.

The snippet preview will show you exactly how your snippet will appear in search results, so you can edit it to fit and make sure it displays correctly.

Measuring your progress

Ideally, you should have both Google Analytics and Google Search Console set up on your site, as these will provide important data as to how your site and content are performing. It’s important to get this set up right from the start.

The most important factor you want to be looking at is engagement. In Google Analytics this means:

  • Average time spent on each page.
  • Number of new and returning visitors.
  • Referrals from social media.
  • Landing pages, i.e. which pages people land on first. How good are your posts at bringing traffic to your site via search?
  • Page bounce rate, i.e. how quickly people land on and leave each page of your site without viewing any other pages. Generally, you want people to click a relevant link and stay on your site for longer.

In Google Search Console this means:

  • Finding out how Google sees your site in terms of keywords and relevance.
  • Ensuring you have redirects set up with no crawl errors.
  • Ensuring your sitemaps are up to date.
  • Ensuring you have no warnings from Google.

If this all sounds a bit too geeky and technical for you, why not check out our SEO Package? We’ll deal with all the important nuts and bolts to make sure your website is set up just right, so you can start growing your business with content marketing.

Our top tips for a search engine friendly blog

The main points to focus on to ensure your blog is search engine friendly are your formatting and SEO data. If you want to go one step further, here are some more things you can do to get those search engines on your side:

  • Make sure your WordPress theme is responsive, i.e. it works just as well on a full sized screen as it does on a tablet or phone. Why? You should show people you care about their browsing experience by making sure your website adapts to their environment. If that’s not reason enough, Google actually penalises sites that aren’t responsive.
  • Make sure your website is optimised for speed. Again, Google penalises sites that are too slow to load.
  • Your images should be optimised too. A picture says a thousand words… but not if it takes too long to load! Check out our guide to creating images for your website for an in-depth look at optimising your images.
  • Google loves links, so make sure you link between your posts and other relevant pages, especially your evergreen content.
  • Make sure all posts have a clear call to action – and only one per post!
  • Review your blog categories – can you simplify and re-organise these for maximum effect?
  • Ensure you re-submit your sitemaps in Google Search Console following any major changes to your site.

Leave it to the professionals

If this sounds like a lot to remember for every blog post, let us dissolve your headaches.

If you sign up to our Blog Package we’ll do all this for you and more. We’ll edit, format and publish your posts, making them search engine friendly and measuring their progress. And we’ll do it all like clockwork.

So you can get back to doing what you’re good at while your business grows.

See how we’ve helped our clients

Top 5 tips for search engines

In this 3 minute video, Leia shares our top 5 tips for search engines.

Like website security, search engine optimisation for your WordPress site is not something you should spend a lot of time on. Following our top 5 tips for search engines will put you way ahead of most business websites.

In this video you’ll learn:

  1. What search engines are
  2. How search engines work
  3. A little secret about search engines
  4. 5 things you can do to get better search results
  5. A bonus action you can take

What did you think?

Did you find this video useful? Do you have any comments or feedback? Don’t be shy, leave a comment below.