Using transition words in your writing can help you enhance the readability of your content. They help your text flow and show readers the relationship between phrases and paragraphs. That’s why the readability checks in Yoast SEO provide feedback on your use of transition words. But what are transition words, and why are they so important? And how should you use them?
Transition words like ‘and’, ‘but’, ‘so’, and ‘because’ are words that show readers the relationship between phrases. Or sentences or even paragraphs. In a way, transition words act like the glue that holds your text together. Without them, your text is a collection of sentences. But with them, the individual parts come together to form one whole.
Let’s look at an example: I pushed the domino. As a result, it fell over.
When you start a sentence with ‘as a result’, your reader will immediately know two things: First, what happened in the first sentence caused something. Second, the sentence after that will describe the effect. By using the phrase ‘as a result’, you show that the two separate sentences are related to each other and should be read together.
Transition words can be used to connect short phrases, sentences and paragraphs. When you use them to start a new paragraph, this allows you to showcase the relationship to the former paragraph. This helps keep your text flowing and readers understand what direction the next paragraph is going into. Examples of transition words for starting paragraphs are ‘for example’, ‘firstly’, ‘likewise’, ‘however’ and ‘to sum it up’.
Transition word at the end of a sentence
You don’t always have to place transition words at the beginning of a sentence. You can also add a transition word at the end to change it up or when it feels more fitting. For example:
He’s a very nice guy. He took us out to dinner yesterday, for instance.
Even though ‘for instance’ is placed at the end of the sentence, it still provides the reader with information on how the two sentences relate.
Why you should use transition words
You might be wondering: are transition words really that important? Let’s look at a text (Text A) where we don’t use them and the same where we do (Text B).
Text A I’m going to discuss a few reasons why practice is important to learning skills. The only way to truly master a skill is by actually doing what you’ll have to do in the real world. I think practice can be a fun way of putting in the necessary hours. There are people who disagree. It is said that people tend to remember only 10-20% of what they’ve heard or read. That number rises to as much as 90% when you put theory into practice. Following up explanation with practice is key to mastering a skill.
Text B In this paragraph, I’m going to discuss a few reasons why practice is important to mastering skills. Firstly, the only way to truly learn a skill is by actually doing what you’ll have to do in the real world. Secondly, I think practice can be a fun way of putting in the necessary hours. There are, however, people who disagree. Thirdly, and most importantly, it is said that people tend to remember only 10-20% of what they read or hear. Moreover, that number rises to as much as 90% when you put theory to practice. In conclusion, following up explanation with practice is key to mastering a skill.
Text A is not a terrible paragraph. But it’s not the easiest to read, is it? Plus, text B does a better job of showing there are three separate arguments to support the statement with a definite conclusion. The reader never has to wonder whether a sentence still belongs to the previous argument or a new one. It even shows the relationship between sentences within one argument. In conclusion, most people will find text B easier to read, so they’ll stay on your page longer.
Types of transition words
Transition words can be divided into several categories, based on the type of connection you want to make. There are often several transition words available for the most common kinds of relationships between texts, or transitions as we call them in the table below. Sometimes, they mean the same; sometimes, there are slight differences. If you’re not a native speaker or are not familiar with these words, you’ll probably have to study and practice their use.
Transition/type of relationship
Example word/phrase
Example sentence
Cause and effect
Therefore, as a result, so, consequently
I’m tired. Therefore, I’m going to bed.
Clarification
That is to say, in other words, to clarify
We’re letting you go. In other words, you’re fired.
Contrast
But, however, on the other hand
I am not fond of fruit. However, I do like bananas.
Example
For example, for instance
In the evening, I like to relax. For instance, I enjoy watching TV.
Emphasis
Above all, most importantly, certainly
There are many reasons to exercise regularly. Above all, it keeps you healthy.
Enumeration
Firstly/secondly, further, and, moreover, in addition
Today, I’m going to write a post. In addition, I’m recording some video lessons.
Time
Meanwhile, during, subsequently, after that
I’ll start by telling you what transition words are. After that, I’ll tell you why you should always use them.
Similarity
Likewise, similarly, in the same vein
She tried really hard to entertain her guests. Similarly, he put all his heart and soul in cooking a great dinner.
Summarize/conclude
In conclusion, to sum up, in short
In conclusion, transition words are an important aspect of SEO copywriting.
Table 1: transition words with example sentences
Why are they important for SEO?
As we’ve just seen, transition words make it easier to read and understand a text. They’re one of the key factors to readability. And readability is very important for SEO. Nobody likes to read a text that’s difficult to follow or boring. Your focus might be on creating a text that’s easy to understand for search engines, but that’s not how SEO works anymore. You need to write for people first and one of the ways to do that is to guide them through the text with easy language and well-placed transition words.
This fits in nicely with the idea of holistic SEO. If you write a text that’s hard to understand, people won’t find what they need. What’s more, you’ll end up with unsatisfied visitors who bounce back to Google right when they hit your site. Google sees this as a sign of bad user experience, resulting in lower rankings. So make sure to write for your audience and search engines will follow.
Moreover, these helpful words play a crucial role in structuring your text. Well-structured text is easier to understand, making your blog easier to read. This helps to retain readers and, therefore, contributes to SEO.
What does the transition word check in Yoast SEO do?
The transition words check in Yoast SEO assesses whether or not you use enough of these linking words. If at least 30% of the sentences in your text contain a transition word, the traffic light will be green. You get an orange light if you use them in more than 20% or less than 30% of your sentences. The light will be red if less than 20% of the sentences of your text contain a transition word. That would be less than 1 in 5 sentences.
The readability analysis in Yoast SEO showing a red traffic light for the transition words check.
Want to read more on how we came to the exact measurements of the transition words check and the other readability checks? Then you should read our article about the methodological choices of the readability analysis.
How to improve your usage
While most of us use transition words here and there, not everyone uses them frequently enough. That’s why it’s important to know when you can use them, and that you’re aware of the relationship between your sentences or paragraphs.
Know the words (and when to use them)
This sounds obvious, but it’s good to know all (or most of) the different transition words you can use. Even if you’re familiar with a language, it pays off to refresh your memory occasionally. Especially if you also write in other languages than your own. We have a few examples per language (that we offer in Yoast SEO right now) to help you get started. Or look online for examples and their meaning to get some inspiration, examples from literature and fiction can be a fun way to learn the words and when you can use them.
Understand the relationship between sentences
One of the tips we often give when writing a text is to just start writing a first draft and put everything in there that you want to say. After that, you can look at the structure of the text and what needs to be elaborated on or removed. This phase of ‘cleaning up’ is also where the addition of transition words comes in. When you’re happy with the order of your paragraphs and sentences, you can reread your text and spot opportunities to tie them together with the right transition words. This will probably come quite naturally to you when rereading, as that often helps you figure out which parts end too abruptly or could use a good transition.
If it doesn’t come that naturally to you, or if you just want to make sure that you use them enough, our transition words check in Yoast SEO (free or Premium) will help out with that. This checks if you use enough transition words, depending on how long your content is. It will give you a green, orange or red traffic light to indicate your use of transition words and improvements that can be made in that regard.
Want to know more?
If you want to learn more about transition words and how to write great content in general, then our SEO Copywriting course can help you. You can preview this course for free, but if you choose to use Yoast SEO Premium, you get access to the full course (along with 15 other courses). If you use Shopify and want to work on the readability of your site, you can check out our Yoast SEO for Shopify app.
Conclusion
Transition words are important for the readability of your text. They explain, give examples, and help your readers understand your texts. They guide them through it. If you still need to get it into your system to use them more often, remember to add the step to your writing process! In addition, pay attention to the structure of your text. If you understand the point and goal of your paragraphs, it will be easier to pick the best transition words available.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-26 13:14:352025-03-26 13:14:35Transition words: why and how to use them
Do you have a website or are you thinking about creating one? And do you want to attract more people to your business? If the answer is yes, then there’s no doubt about it: SEO should be part of your marketing efforts. It’s a great way to build your brand and get people on your site. But what does it actually entail? In this post, we’ll give you an understanding of what SEO is and how you can get started!
What is SEO?
The acronym SEO stands for Search Engine Optimization. Let’s first get a definition from one of our principal SEO experts at Yoast, Alex Moss:
SEO is both the art and science of improving a website, and pages within, to be as visible as possible for when people search for a relevant topic within any search platform. SEO covers many areas from technical aspects including optimizing a site’s performance and structure, to enhancing brand authority by providing great content and matching it with that person’s search intent.
Alex Moss – Principal SEO at Yoast
So how does Google work? With search engines like Google, the process consists of crawling, indexing, and ranking. The crawler is an online bot that scours the web to collect all the pages out there and save them in a gigantic database called the index. This index is constantly updated with new pages or updated versions of existing ones. When someone searches online, the search engine calls on the index and uses complex algorithms to determine which pages are relevant to show. This determines the ranking of results shown to the online searcher.
For example, when I search for the term ‘sustainable phone case’, these results are shown by Google. Based on my search term and the intent behind it, Google deems these results the best ones found in its index.
Screenshot of Google’s results for ‘sustainable phone case’
Organic vs paid search
SEO is focused on attracting more organic traffic to your website, traffic that comes to your site via unpaid search results. But as you can see in the image above, the search results also show ads and sponsored results. Often at the top of the page. To make a clear distinction, there are a few acronyms in use that are valuable to know:
SEM: Search engine marketing entails all marketing efforts to show up in the search results, both through ads and organic results.
SEO: SEO is the practice of improving a website to show up when people search for a relevant topic within any search platform.
SEA: Search engine advertising is the practice of paying for ads that show up in the search results of relevant keywords.
PPC: Pay-per-click. The advertising model used in SEA, where the advertiser pays a fee each time one of their ads is clicked.
These paid results can allow you to show up as the top result for a search term, but it will cost you money every time a user clicks through to your website. When comparing SEO vs PPC, they both have their benefits and drawbacks. But more often than not, they complement each other well.
Why SEO is important for site owners
Huge volume of searches
The reason that so many (big) companies heavily invest in SEO is the high impact that it can have when done right. To give you an idea, Google, the most-used search engine got around 8.3 billion searches per day in 2024. A number that has only gone up (and significantly) since 1998. So if you have a website, you want to make sure to show up in Google and other search platforms.
SEO is intent-driven
Online search is very intent-driven. Unlike other marketing channels, such as social media, where people happen to scroll upon your brand and content. This means you’re interrupting a user’s experience to capture their attention, which makes it more difficult to get them interested. Showing up in their search results aligns with an existing demand—your customers are actively seeking information, products, or solutions. This makes SEO a powerful inbound marketing strategy, where users come to you rather than the other way around. Because searchers already have intent, they are more likely to convert, making SEO an essential tool for attracting high-quality leads.
Competitive advantage
Creating a website and leaving it at that isn’t going to cut it. With new websites popping up left and right, it’s becoming increasingly difficult to get noticed and maintain customer loyalty. SEO can provide you with higher online visibility, a stronger brand, more authority in your field, more contact moments with your audience and higher quality traffic to your website (and/or offline location). All of this, leading to higher brand loyalty and more revenue.
Types of SEO
Although the basic principles remain the same, there are a few different types of SEO worth mentioning. They may not all apply to your situation, but it is beneficial to dive into the ones that do:
Ecommerce SEO: SEO specifically focused on gaining more visibility and organic traffic for online stores. With the goal of acquiring more sales.
Local SEO: Local SEO is the practice of optimizing your website for a specific local area. This is to ensure you are easily found (both online and offline) by a local audience.
Video SEO: The process of optimizing videos and video pages to make them appear in the search results for relevant keyphrases. Whether that is Google’s search results or search results on other platforms like YouTube and social media.
News SEO: Mainly relevant for news publishers, news SEO focuses on getting content to show up as the top result in Google News and other news-specific areas of the search results.
The 3 pillars of SEO
SEO is all about optimizing your website to increase your online visibility. But what do we mean by that? What exactly should you be optimizing? Well, there’s a lot you can do and it can be divided up into three main areas.
The 3 pillars of SEO: Technical SEO, on-page SEO, and off-page SEO.
Technical SEO
First of all, it’s important to focus on the technical part of SEO. Technical SEO is all about improving a website’s technical aspects to improve user experience and make search engines understand your pages. Aspects that fall under technical SEO are:
Loading time of your pages
Making the right parts of your site crawlable for search engines
The amount of dead links on your site
Security
Use of structured data
Search engines value these aspects because they want to present their users with websites that provide a proper user experience. A page that takes forever to load, doesn’t exist anymore, or isn’t secure, provides a terrible user experience and will not make users happy. Also, aspects such as crawlability and structured data help search engines understand what your pages are about. This helps search engines understand your relevance and allows them to rank your pages higher.
On-page SEO
Although technical SEO is also part of on-page SEO, this can be seen as ‘under-the-hood’ optimization to improve your pages. The other efforts that can be categorized as on-page SEO are targeted at optimizing the content on a page. Think of:
The quality of your content
Use of the proper keywords
Showing E-E-A-T in your content
Site structure
Internal linking
Well-thought-out URLs, titles, and alt tags
On-page SEO mainly revolves around content SEO and using the elements around that content to improve your findability for relevant terms.
Off-page SEO
In contrast to on-page SEO, off-page SEO entails everything you do for SEO outside of page optimization. Such as external link building, social media and local SEO (off-site). This is focused on growing your reach and building your brand to attract more traffic. An important part is link building, getting other relevant websites to link to your content. This can really help boost your visibility and improve your reputation as an authority – see links as like votes of confidence from other websites
But there’s a lot more you can do. For example, speaking at events, doing interviews, and blogging for other websites. These activities give you the opportunity to showcase your expertise and reach new people. When you own a local shop, these might not be as relevant. In that case, it’s important that you focus on the experience that people have with your shop. Make sure that customers leave happy and that this experience is positive, offline and online. This also extends to social media. Although your activity there does not directly impact rankings, it pays off to be in contact with your audience there as well. And provide a similar (positive) experience through these platforms as well.
One final aspect that you shouldn’t forget about is your business listings. Make sure these are accurate on your Google Business Profile and other websites that are relevant to your business.
SEO Ranking factors
To determine what results to show, and in what order, search engines use ranking factors. Ranking factors, or ranking signals, are characteristics of a page that search engines look at to determine how relevant that page is for a specific search query. Although the exact list of ranking factors and their importance is a bit of a mystery and changes from time to time, we do have a pretty good idea of the most important ones:
The quality, relevance and usability of your content
External and internal links
The technical aspects of your site (f.e. security)
User experience on your site (site speed, easy navigation, mobile parity)
The overall online presence of your brand
In addition to these top-ranking factors, there are plenty of others (both known and unknown). But to get a head start with SEO, it makes sense to focus on these aspects first.
SEO now vs early days: a brief history
SEO in the 90’s
Although websites have been around for a little while longer, people started optimizing their sites for search engines in the mid-1990s. As you can imagine, SEO was a lot simpler back then. The algorithms that search engines used were way less advanced and relied on ranking factors like keyword density to determine the relevance of a page. The ‘trick’ back then was making sure the keyword was being used enough times throughout your page and in your meta tags.
Search engines evolving
Naturally, the companies behind search engines quickly realized the issue with this approach. Displaying the results that use the keyword most isn’t always the best experience for their users. So they had to find a way to better handle how potential results were being ranked. Search engines like Google started working on ways to get smarter and rely less on ‘tricks’ and static ranking factors. This resulted in a number of algorithm updates, each resulting in a smarter Google that was more capable of understanding the relevance of a page.
With a team working non-stop on improving Google’s search engine, the focus moved from factors like keyword density to user experience and high-quality content. These algorithm updates are still very much a part of the SEO field, with Google releasing a new one (or multiple) every year. You can expect this to be a continuous process where search engines adapt to current search behaviour and adjust their algorithms to keep showing users the best results for their search query.
SEO in 2025
So, where does that leave us in 2025? As mentioned, search engines continue working on their algorithms to improve their users’ experience. The focus points of SEO in 2025 are still high-quality content and technical factors like site speed, security and mobile parity. But there are more aspects that Google and other search engines deem important.
Search engines are working hard to get a better understanding of a user’s search intent, to show that user the results that fit their need best. Related to that, they continue to improve how information is presented in the search results, which can differ quite a bit per search intent.
A possible zero-click search, where the definition of site structure is shown in an AI overview.
One result of that is zero-click searches, where search engines show the complete answer to a search query in the search results. This can lead to fewer clicks to your website, but it still pays off to be the website that provides that answer. In fact, this is a good example of the direction in which SEO is going. Shift your focus from ‘just clicks’ and maintaining a specific spot in the search results to building a strong brand and being visible on different platforms.
In 2025, SEO will focus less on raw keywords and more so around search intent across diverse platforms like social media and LLMs. As well as this, it’ll be important to produce more video content as discovery platforms integrate these more into their SERPs.
Alex Moss – Principal SEO at Yoast
The other aspect we can’t ignore is AI. More people are using AI tools for their online searches and search engines are also investing in providing AI-driven search experiences. An example of that is Google AI overviews, where Google uses AI to pull together and combine information on a search query from different resources. This is then shown in one overview, with the hope that this directly answers the specific question asked.
Setting SEO Goals
SEO experts used to closely monitor ranking positions, clicks, website traffic and stats like bounce rates. Naturally, all of this data is still relevant, but there has been a shift in what goals to focus on. Search behavior has changed, and search engines are showing your content in many different ways. So it’s not just a number game anymore. You need to focus on the overall perception of your brand and being present in the right places.
Set SEO goals related to engagement, brand awareness, user experience on your website, user satisfaction, and how all of this can be related to sales or other actions you want your audience to perform. This can be trickier than just looking at your daily rankings but will give you a better idea of the success of your SEO strategy and how you’re perceived.
How to learn SEO and get started
Although it consists of a lot of different aspects, it is possible to tackle (a lot of) SEO yourself. Let’s look at how you can do that and what resources can help you get started.
Start with the basics
Before you get to content creation, it’s important to get your technical SEO in order. If you know your way around redirects, optimizing page speed, crawlability, security and structured data, make those your first priority. If not, let your site builder help you out or hire someone with a background in technical SEO. When that’s done, you can start looking at site structure and the content on your pages.
By doing keyword research, you will be able to create content that aligns with your business and gets people to your website. It will also give you loads of input on topics to write about. This will enable you to set up an SEO strategy and plan to continue working on this throughout the year. Because SEO is never done. That’s why it’s important to create a realistic plan and keep yourself (or your team) to it. This might feel like a lot of effort, but remember that SEO not only brings more traffic to your site, it also helps build your brand and increase user loyalty in the long run.
How we can help you
At Yoast, we want to make SEO accessible for everyone. And we want to help you do it yourself. That’s why we offer a free and Premium version of our WordPress plugin, allowing you to get started with SEO without too much trouble. Our free plugin comes with features like the SEO and readability analyses, which give you feedback on your content right away. It also handles parts of the technical SEO for you. Our Premium plugin gives you access to some more features like AI-powered features, a redirect tool, and the possibility to add multiple keywords per page. Making SEO even easier to work on.
We also offer a variety of SEO courses in our Yoast SEO academy, where you can find 5 free courses to get started. For example, the SEO for beginners course, the WordPress for beginners course and a course on structured data. If you’re a Yoast SEO Premium user, you get access to all 16 courses on there. Which will really help you dive into the different aspects of SEO and how to tackle them.
Finally, we have an SEO blog with numerous blog posts on SEO basics, more advanced SEO, new developments and related topics. All of this to make sure that you have all the tools you need to successfully work on SEO yourself!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-25 14:15:182025-03-25 14:15:18What is SEO (Search Engine Optimization)?
People are making more purchases online, whether from home on a laptop or on their mobile phone while on the go. In 2025, retail e-commerce sales are estimated to exceed 4.3 trillion U.S. dollars worldwide, and this number is expected to go up in the following years. Naturally, this rise in online shopping has come with a surge in online stores worldwide. How can you make sure your online store stands out and reaches the right people? Ecommerce SEO can help drive up those sales numbers. In this guide, we’ll explain every aspect and help you get started!
Ecommerce SEO concerns all the tactics you can use to gain more visibility and organic traffic for your online store in search engines, like Google. These tactics focus on the technical and content sides of SEO. By optimizing your store you can get a dependable stream of targeted traffic to your site. This, in turn, should lead to more sales.
Branding is key
You are one of the millions of companies trying to sell something online. Of course, you might think you’re unique, but, in most cases, that’s not true. In most niches, you compete with dozens, if not hundreds or even thousands of others. What you need to do is stand out. But how?
First of all, you need to write down your mission. Your mission will clarify what you – and your customers – want your business to be. This will help you identify your USPs (unique selling points) and create a strong brand that resonates with your audience.
Example of strong branding across platforms by Tony Chocolonely.
Building a recognizable brand is not just about visuals like a logo or the colors you use, but also your tone of voice or your handling of customer requests. Being present on the right platforms and showing your audience that you are trustworthy and there to help them. How you present yourself to the outside world makes all the difference. Branding helps you get inside people’s minds and stay there. But stay genuine and fit your branding to your audience.
SEO helps online stores get found by the right customers at the right time. Unlike ads, which stop when you stop paying, strong SEO keeps bringing in shoppers over time. A well-optimized store makes products easier to discover, builds trust, and reduces reliance on paid traffic.
Carolyn Shelby – Principal SEO at Yoast
Technical ecommerce SEO
To get properly started we need to look at the technical aspects first. Here, we’ll go over some important considerations for your online store.
The importance of good hosting
One of the simplest but most impactful things you can do is choose the right hosting for your site and upgrade your hosting plan when needed. Starting out, it might not make sense to drop hundreds of dollars for an extensive hosting plan. But once you reach a certain level, it makes all the sense in the world. Good hosting makes your site faster, pages load properly, and you’ll be able to handle more traffic than ever before. It can also better handle the crawling efforts of Google and other search engines, making it easier for them to index your URLs.
Most hosting providers offer several packages with uptime guarantees, scalability options, dedicated support, et cetera. Find a hosting provider specialized in ecommerce, and don’t try to take the cheap route.
SSL is essential for ecommerce SEO
Long gone are the days when having an SSL certificate for your site was optional. When you are selling something and/or collecting customer data in any way, you need to do so in a secure environment. No one will leave their credit card details on a website that is not adequately secured.
There are other benefits to having a properly secured website. Google, for instance, has said many times that having an SSL connection can give your site a ranking boost. In addition, many of the newer internet technologies like HTTP/2 only work on websites that use HTTPS connections.
Make your site visible through crawling and indexing
You probably want to have all your pages shown in Google, but not being mindful of this can backfire. For example, indexable results from your internal search engine, URLs with parameters from your faceted navigation or product filters, outdated content, temporary pages, and test content can be considered useless URLs. If you have a ton of them, Google will spend a valuable part of your crawl budget indexing those instead of crawling and indexing the pages that you do want to show up in the search results.
Use your robots.txt file to control what search engines can and can’t do on your website and adequately use meta robots tags to block stuff that doesn’t make sense to show in the search results. Also, to get Google to crawl your store correctly, you need optimized XML sitemaps that list your most essential pages.
Improve the URLs of your online store
Getting your URLs right is a crucial aspect of ecommerce SEO. Unreadable URLs make it harder for search engines and site visitors to understand your products. And online stores tend to have a ton of URLs. Usually, every single product has its own URL and every product variation also comes with its own URL. On top of that, things like faceted navigation can generate an endless stream of URL variants. If Google finds the same products on multiple URLs, how will it know which one to show in the search results?
Help search engines by minimizing the number of URLs on your online store to prevent confusion and unnecessary crawling. Check your paginated search results and see if all of these have a unique URL. Give your URLs descriptive names to help search engines identify the contents, so change URLs like /sweaters/323551 to /sweaters/ugly-christmas-sweater. Follow Google’s advice on how to design a URL structure for ecommerce websites.
Be aware of duplicate content
This endless number of URLs showing the same content can cause another SEO issue you want to prevent. If they find duplicate content on multiple pages, search engines won’t know which URL to show which can lead to lower rankings for all pages involved. So make sure to check how your ecommerce CMS handles product variations and faceted navigation. You can use a canonical URL to signal to Google what the original version of a page or product is.
Duplicate content is also a risk when you use product descriptions provided by manufacturers, which are used on other websites. Although you’ll be competing with content on other websites, it will make your product page stand out less. Leading to search engines favoring other websites that do write their own product descriptions.
Add structured data to your products
Structured data lets you describe your products and business information to Google. This makes it easier for the search engine to understand your business and products. In return, you can get rich results like highlighted product information. You can use structured data to provide details like titles and descriptions, stock and shipping details, SKUs, prices, reviews, ratings, and product images for products. Using these details, Google can highlight your products in diverse ways and various locations, like Google Images and Shopping.
With product structured data your products can be highlighted in Google Images (for example).
You can also use structured data to provide business information. Google uses this data to verify whether you say who you say you are. It cross-references the information it finds on your site with what it finds on Google Business Profile. So make sure to keep this information (f.e. location, phone number, opening hours) up to date and consistent. If you want to add structured data to your products (or other pages), the structured data feature in our WordPress plugin and Shopify app might be worth checking out.
Improve your mobile shopping experience
Many people do their online shopping on a mobile phone, and that number is only growing. That’s why your mobile site has to offer a great shopping experience, similar to your website shown on a computer. We call this mobile parity. Your mobile pages should load quickly, work properly, and have no unnecessary distractions. People should not have to wait for your page to load, only to be confronted with things jumping around and buttons that aren’t clickable.
Example of desktop and mobile version of a website: Etsy
Keep the design of your mobile site simple while still offering the branding experience that people are familiar with. Especially on your product pages, you should offer a minimal amount of distraction to get people to convert as quickly as possible. Make sure that your theme is responsive and scales appropriately to all screen sizes without having multiple designs. Give extra attention to the readability of your pages, especially those with more than a bit of text, like product pages or blog posts.
Optimize the page speed of your online store
Site speed is an ongoing challenge for most websites, especially since Google has declared it a ranking factor. For ecommerce sites, that’s even more important because a slow store can cost you customers. It is proven repeatedly that people will more likely buy from an online store with proper page speed. It’s also a vital part of another ranking factor, page experience.
How you improve the loading times of your store depends on the type of store you’re running. Hosted platforms like Shopify and Wix have built-in performance enhancements, like a CDN and image optimization options. For these SaaS platforms, you’re somewhat limited to the choices they make. If you run a WooCommerce store on WordPress, you have more control over your performance. You can choose your hosting plans, your CDN, your cache management, et cetera. Of course, there is no wrong solution. Pick whatever fits your goals and budget.
Improve your code
Many of the performance improvements you can make are found in your code. Make sure that the code of your theme is lean and mean. Fix scripts that block the rendering of your content in the DOM. Minify your code and try to add lazy loading to images where it makes sense. Don’t rely on JavaScript for loading critical functionality and content.
All the evergreen site speed tactics should also be applied to your online store. Think optimizing your images, uninstalling unnecessary apps and plugins, updating your CMS and plugins, optimizing your caching, minimizing the number of HTTP requests, asynchronously loading scripts, et cetera. To get an idea of where you should start, make sure to look at the Core Web Vitals.
User experience improves conversion rates
Related to technical SEO and branding, it’s important to be aware of the overall experience your online store offers its users. You need to help customers feel safe and welcome before they are ready to buy from your store. A well-optimized online store is a joy to use, offers a safe and secure buying experience, and loads in no time — both on mobile and desktop. Photography, typography, and content also contribute to user experience.
User experience is also about taking away frustrations and barriers for users to reach their goals quickly. It’s about optimizing product pages, CTAs, and payment flows to get people moving through the process without issue. Focusing on user experience can help you improve your store’s conversion rates. In addition, it builds a relationship with the customer and helps them come back for more. Build brand loyalty through a pleasant user experience. So add an option for guest checkout, make your site search work, improve the text on your CTAs, and offer proper faceted navigation. To give a few examples.
Don’t underestimate the importance of content
Content is, and will remain, still a very important part of SEO. Ecommerce SEO is no exception to this rule. Having great content on your website, and a proper content SEO strategy can help Google and your customers choose your shop above your competitors.
Keyword research for your online store
An important aspect is figuring out which keywords you can target — and which keywords your potential customers are searching for. It gives you a better sense of the competition and the landscape you are operating in. While doing keyword research for your online store, you’ll also uncover different search intents. Often enough, the customer doesn’t follow a straight line in their buying journey.
However, you can guide potential customers during their buyer journey with helpful content in the right place at the right time. For this, you can use proven marketing strategies like the AIDA model (Attention, Interest, Desire, Action) to guide a customer from discovering their need to guiding them to a purchase. At any touchpoint during their journey, you need to be there to stay part of their buyer journey. Keyword research will help you uncover the terms searchers use during the different sections — helping you write content that is valuable and on point.
Improve category pages for ecommerce SEO
Often, category pages can be easier to rank than individual product pages. You can set them up to target a broader set of terms instead of one specific product. Your keyword research can help you use keywords that your audience searches for. Give your category pages a good title and meta description featuring the keywords you want the page to rank for. In addition, pick a proper URL structure for your category pages. Keep them short and focused.
Add a piece of text to the category page to give Google and customers more insight into what this page holds. Don’t overdo it, though; it doesn’t have to be a wall of text. Just ensure that it is written for humans and isn’t stuffed with your keywords.Add great product images to your category pages and link to them from other relevant pages on your website.
Again, consider search intent here; category pages should target and offer solutions for ‘browsing’ behavior. This differs from what you do with individual product pages. For category pages, you want to rank for “Black Dresses” while your product page might want to rank for “Black Dress”.
Add a blog to your online store
One of the most important ways of promoting your online store is via content marketing. Adding a blog to your site gives you a range of options to rank in the search engines and attract a new wave of customers.
While your product descriptions and landing pages allow you to talk about specific products, a blog can be much more flexible. Here, you can dive deeper into your product, your business, and topics related to what you sell. Just make sure it’s relevant to the people you’re trying to target.
Zappos has a great blog with excellent content on various relevant topics.
With high-quality content, you show that you are passionate about your product and that you are an expert on the topic. Trust and expertise are crucial factors for Google and visitors to find the business they want to buy their products from.
Relevant content has a great chance of ranking if you target the right keywords. You can write all-encompassing, authoritative cornerstone content that you can use as a base for your content strategy. Supporting those articles, you can go into more detail about specific aspects. For instance, the guide you are reading now is supported by numerous articles on ecommerce SEO topics which are all interlinked.
Improve your product pages for SEO and conversion
Your product page is where the magic happens. Here, you want your customers to hit that buy button without hesitation. But what are the aspects of an excellent product page? What can you do to improve your product page SEO?
Write great titles and meta descriptions
The words you use to describe your articles are essential. Of course, this also goes for the words you provide for your product to be used in the SERPs — the titles and the meta descriptions. In 2021, Google was actively rewriting more page titles than ever. According to them, too many sites were using non-descript or spammy titles. Therefore, it is even more important to improve your titles and keep an eye on what Google is showing for your products.
Using WordPress/WooCommerce SEO plugins and Shopify SEO apps like Yoast SEO for Shopify, you can set up templates for both titles and meta descriptions, so they follow a similar pattern. This saves you time, and you won’t have to do everything by hand. Of course, you should write everything by hand for your most important articles and pages. Make them stand out!
Write your own product descriptions
We already touched on this topic briefly while discussing the risk of duplicate content. To prevent your product descriptions from being the same as 100+ online stores out there, you need to write them yourself. If you have a ton of products, start with the ones most important or most valuable.
Be sure to write in the language your audience uses to find and describe these products. Don’t use jargon or made-up words that only a few people will understand. Good product descriptions are easy to grasp and easy to read. Also, stay away from walls of text — use a good header hierarchy and break up the text with paragraphs and lists for readability.
Add unique, high-quality product photos
Excellent product images are another great way to set yourself apart from your competitors. Your customer wants to see your products in detail. Even if you have an offline store as well, photos show what your products look like and give you that edge over competitors who just use the images provided by the manufacturer. Try to take authentic photos and do it yourself. Make sure they are high-quality and show your product in use to show what it looks like in real-life situations.
Everlane combines great product photography with animated GIFs to show their backpack in use.
If you’ve shot good photos of your products, optimize them for the right size, compress them and give them a proper SEO-proof name. Use the product name in the image file name and the alt text when you upload it to your store.
Add reviews of your product or service
Reviews are incredibly important for your business. Collect them, display them and add review and ratings structured data. It can nudge customers to buy your product or service. It also helps Google turn those reviews into highlighted listings in the search results — with stars and all.
Fable England shows a reviews tab next to their products that allows you to scroll through reviews.
Most shoppers look up reviews before buying a product or deciding on a service. While the availability of reviews on your product pages helps build trust, they need to be genuine. Don’t publish fake reviews or only publish the ones that paint your product or service in a positive light. Even negative reviews have a place! What’s more, how you respond to negative reviews says a lot about you and your business.
Add related products for cross-selling and internal linking
To increase the conversion rate and the total amount spent per cart, you can use a variety of tactics. One of those tactics is adding related products on your product pages and even on your checkout screen, although you need to test that second option so that it doesn’t harm the checkout process.
The same goes for a list of alternative products for the one a customer is looking for. An ‘Other customers also look at’ feature helps uncover more products for your customers, plus it helps them reach their goal more quickly. In addition, this helps your internal linking as well. By doing this, you make it easier for customers and search engines to reach different parts of your site.
Improve the shopping experience with filters
For online stores, faceted navigation is a must-have on category pages. Faceted navigation — also known as product filters —, lets users filter their search to a more manageable level. We all know filters like size, price, color, brand, et cetera. Offering ample filter options genuinely improves a shopper’s experience on your site. Filters give them the possibility of finding a product with much less friction.
Filtering (subcategories, availability, price, country) on a category page of Ten Thousand Villages.
When set up correctly, they should work without issue. The problems with faceted navigation start whenever this system spits out a massive amount of indexable URLs, thanks to the filtered parameters. This could lead to duplicate content, index bloat, and crawling issues. These URLs mustn’t get indexed by Google.
Handle out-of-stock products
Every online store will eventually reach a point where products run out of stock. How you deal with that is more important. Manage expectations by showing when this product will be back in stock. Or offer ways to keep them in the loop by offering to send an email when it’s available again. There’s more you can do to handle products that are out of stock, but it is important to act upon it to show potential customers and Google that you’re active and trustworthy.
Site structure, navigation, and internal linking
Site structure is essential for every site — and the larger your site is, the more important it gets to keep it under control. Setting everything up transparently helps customers and search engines find their way on your ecommerce site easily. As Google uses the structure to understand your site, you need to think about how you link everything together. With proper internal linking, you can signal to Google which pages are the most important ones. It will prioritize these over other, less-linked pages.
Think about your navigation
The same goes for your navigation. Well-thought-out navigation doesn’t just please Google, but users as well. Search engines like Google use the navigation of your online store to uncover your content. They also use your navigation and your site structure to connect the various parts of your site.
Google, for instance, advises shop owners to add links from menus to category pages, from category pages to sub-category pages, and finally from sub-category pages to all product pages. It’s vital to link to all the products you want to have indexed. Don’t forget to add your most important pages and categories to the footer, as that is important real estate!
Don’t forget about internal linking
Other than having a proper navigation and site structure in place, you also need to link related content to each other. This shows search engines what pages and topics are related to each other and which pages are most important. It also helps site visitors find other related content or pages to the page their currently on, keeping them on your site and helping them find what they are looking for. When you have a blog, internal links also give you a great opportunity to link directly to specific products or categories that are related to that topic. Use internal linking to show the importance of pages and help users navigate through your site.
Link building for online stores
You shouldn’t underestimate the power of link building. These are links from other websites leading to your products and/or content. This is, to this day, an important ranking factor for search engines. Not just having as many links to your website as possible, they need to come from relevant websites and make sense.
You need to publish content that people will link to for this to happen. That doesn’t strictly have to be a blog post, but that could also be a buying guide, an infographic, a tool that helps people make decisions, original research, et cetera. Excellent, unique content has a bigger chance of getting links from relevant sites and people.
Another link building strategy is to reach out to your local community to get them to talk about you. Or you could invest in influencer marketing and digital PR to boost your online store.
Marketing and ecommerce SEO
You can sit and wait for people to show up in your online store, or you can act. While not technically SEO, marketing is still at your disposal — and there’s a lot you can do. We’ve already talked about content marketing, but we’ll also discuss social media, ads, and video marketing.
Social media
Everybody knows social media can do a lot of good when used right. So, use it to your advantage. It won’t help your store rank better, but it can help you get and build an audience. It can function as an extension of ecommerce SEO, and it is a wonderful way of contacting your customers. Social media marketing is essential for your branding — it’s where people can see you and what you do. Make the most of it!
Video marketing
Video is huge, and its growth is nowhere near stopping. Invest in video SEO if you have the budget. Just make sure it looks good and represents your business. With video, it’s important to know what you want to achieve. Do you want to get recognized on YouTube and have your videos rank well there? Then that’s where you should focus your attention as simply adding a few videos to your store won’t help in this situation.
Do you want to produce the best videos on your ecommerce site? Then you need to think about where you want to host these and how to make them click with your audience. Want videos to do well in the organic search results? That’s something else entirely. Figure out if you want to focus on videos for YouTube or your own site.
Running paid ads
Running ads in the search results is another way to stand out from the crowd. It gives you the option to bid for specific keywords and — depending on your niche — can get you a relatively cheap way to the top of the search results.
Fledgling stores often rely on paid ads to get noticed in the search results. There’s nothing wrong with this, of course. But, with paid ads, you must keep paying, or else your stream of customers will dry up. It’s not a sensible strategy to just focus on running paid ads. Combine it with SEO, social media, and content marketing.
Google Shopping feed/Merchant Center
While it is good to focus on getting your products found in Google’s organic search results, most online stores also put effort into Google Shopping. Google helps customers find the best products for the best prices in the Shopping section. In 2020, Google made it free for merchants to add their products to the Shopping section. Simply sign up for Google Merchant Center, correctly fill in all the required data about your business and follow the guidelines.
Local SEO for ecommerce
If you combine your online store with a brick-and-mortar one, you must also focus on local SEO. Discover how your online and offline stores can support each other to strengthen each other. Write content optimized for your locale and build good landing pages that help you get noticed for searches in your area. We also offer a local SEO plugin that can help you optimize your website for a local audience. For instance, it adds proper business location schema structured data for your shop and helps you get your details in Google Maps.
Is your online store on Shopify or WordPress?
Shopify is one of the biggest ecommerce platforms out there. And WordPress powers around 43% of all websites worldwide. Both WooCommerce and Shopify are excellent choices for your online store.
For WordPress sites, many of the ecommerce stores are powered by WooCommerce. It’s a solid platform that does a lot out of the box. Put the ecommerce tips from this guide into practice, and you are well on your way to an optimized store.
If your online store is on Shopify, you’ve chosen a platform focused on ecommerce. It comes with pretty much everything you need straight out of the box. If there is something you’re missing, there are tons of apps that can help you out. Although most SEO advice is platform agnostic and this guide will already give you lots of input, we also have a guide on Shopify SEO to help you get your Shopify store ranking high.
WooCommerce SEO plugin by Yoast SEO
To help you quickly set up WooCommerce for optimal SEO, we built the WooCommerce SEO add-on for Yoast SEO. Our WooCommerce SEO plugin adds several extra features while also improving the code WooCommerce puts out to make it more understandable for search engines. It’s an essential tool if you want to get the most out of our WooCommerce store. You can use this add-on with both the free and Premium version of Yoast SEO.
Yoast SEO for Shopify app
One of the most remarkable aspects of Shopify is that you can improve your store by running apps. There are apps for everything, from review management to email marketing and image optimization to cross-selling products. One of the most popular categories is ecommerce SEO, and we’re proud to offer a Yoast SEO for Shopify app as well.
Our app improves the technical SEO of your Shopify store while also offering features that help you produce the best possible product-related content. It comes with SEO and readability analyses, various controls for handling how Google crawls your site, and an impressive Schema structured data implementation that instantly helps search engines understand your products.
The Yoast SEO for Shopify app when you’re working on your product page.
All about ecommerce SEO
That’s it! You’ve just learned a lot. But although this is billed as a thorough guide, a complex topic like ecommerce SEO cannot be contained in one single guide. Where possible, we’ve linked to related articles that go deeper into a specific detail — read these to expand your knowledge!
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-24 13:00:002025-03-24 13:00:00Ecommerce SEO: how to rank higher & sell more online
Shopify is one of the most impressive internet success stories. According to BuiltWith, the Canadian ecommerce giant now powers almost five million stores worldwide. Merchants choose it for its ease of use, robust features, scalability, and cost-effectiveness. Let’s go over the main reasons for choosing Shopify.
Shopify is an ecommerce platform that has everything under one roof. It’s a cloud-based solution that lets merchants create, customize, and manage online stores without issues. Shopify focuses heavily on ease of use and functionality, and with the thought of having businesses run an online business without technical expertise.
The CMS has quickly become one of the most popular ecommerce platforms. For instance, it dominates the US market, with a market share of around 30%. It helps by easily serving businesses of all shapes and sizes, from small startups to large enterprises.
Choosing the right ecommerce platform is critical to your online success. There are many good reasons to choose Shopify, as it’s versatile, user-friendly, and scalable. It’s a good solution for most businesses and even has an app store with tools like Yoast SEO for Shopify that help you with your content marketing and SEO efforts.
Primary features and services of Shopify
One of Shopify’s main features is hosting and scalability. As a managed hosting solution, the platform offers fast and reliable performance for your pages. Its infrastructure can handle traffic spikes and high-demand sales peaks like those during Black Friday sales.
Next, it is well-known for its template and customization options. The theme store has over 240 themes, all of which are mobile-friendly. You even get a selection of industry-specific themes to help businesses get online quickly.
Another strong aspect of the platform is its tools section and how it integrates with nearly everything. The app store has almost any app you need, from Shopify SEO tools like Yoast SEO to inventory management options. This breadth of options is very impressive.
Lastly, the CMS makes it easy to manage payments and financial transactions. It runs its own payment gateway, Shopify Payments, but it also supports various third-party payment processors.
These options together form a fully formed product that helps merchants with everything from server management to brand building and marketing. No wonder so many merchants choose Shopify as their ecommerce platform.
How does Shopify work?
Shopify’s intuitive platform makes starting and running an ecommerce store very easy. It doesn’t matter if you sell just one product or thousands — the software makes it accessible for every type of merchant.
Simple setup process
One of Shopify’s most impressive aspects is the setup. Entrepreneurs can literally launch an online store within a few hours — without prior technical know-how. The platform offers easy-to-use tools that work by simply dragging and dropping elements. In addition, it offers user-friendly walkthroughs to guide merchants through the process. There are pre-built themes to get started with quickly, and buying premium themes from the Theme Store is also possible.
Effortless management
Shopify has a clearly organized admin dashboard. Store owners can track orders, manage inventory, and check customer data in a single place. Merchants also enjoy the automation features. For instance, it automatically calculates taxes, handles shipping integrations, and manages checkout processes — a huge time saver!
Of course, as we live in the mobile age, the platform offers mobile app access. Merchants can manage their stores on the go, so they don’t have to miss anything when they are out and about. We’ve already mentioned that the store themes all scale with and perform properly on mobile devices.
All of these possibilities make Shopify a very good solution for most stores. Even a solo entrepreneur can build and manage a professional store without issues. This makes it a far more accessible option than platforms like WooCommerce or Adobe Commerce.
7 Key benefits of choosing Shopify
The ecommerce platforms’ impressive features, scalability, and customer-centric design stand out. Here are some key reasons merchants choose Shopify as their preferred ecommerce platform.
1. The user-friendly interface
Time and time again, merchants mention that the clean, intuitive interface is the most important reason for choosing this ecommerce platform. It’s one of the most user-friendly e-commerce builders out there, and it’s intuitive for beginners and powerful for experienced users.
Shopify has an innovative drag-and-drop builder that lets merchants customize the store layout and product pages without coding. The admin interface is clearly organized and simple, even for non-developers. Thanks to the guided setup and well-designed templates, business owners can quickly move from concept to live store. In addition, the admin panel gives an easy-to-understand overview of the store’s performance so merchants can manage orders and inventory without issues.
Shopify’s easy-to-use interface makes it a joy to work with
2. Shopify AI Magic
One of the newest benefits is Shopify Magic, an AI-powered solution that makes work easier and more fun. For instance, it has an image editor that automatically cleans up and optimizes product images, and a content generation tool that uses generative AI to write FAQs, product descriptions, and blogs. Email improvements also help dynamically tailor email campaigns for higher engagement rates.
It also has Sidekick, an AI assistant that can help you get more done in your store. This chatbot answers all your questions and advises you on your specific situation, as it knows everything about your store. As a result, you have more time to focus on important things like strategy.
3. Flexible and scalable
Another big benefit of choosing Shopify as an ecommerce platform is its flexibility and scalability. The CMS can grow with a merchant and offers options for large and small businesses.
It has an affordable pricing structure. The $29/month plan helps small businesses get online quickly without investing too much. For large businesses, there’s Shopify Plus, which supports global enterprise brands like Heinz and Gymshark. This plan offers advanced features like a multi-store setup, custom checkout-out options, and very high API limits. The platform is also very proud of its 99.98% uptime guarantee, which keeps stores online even in the busiest seasons.
4. Integrated payment solutions
Another big advantage is the streamlined payment process for clients worldwide. Shopify Payments, a built-in payment system, eliminates the need for third-party gateways at no extra cost and no set-up fees. Additionally, it supports over a hundred payment integrations, including Stripe and PayPal.
5. Robust app ecosystem
Shopify is a very extendable ecommerce platform. It has an excellent app store, where developers offer a wide range of good apps that improve and expand what the CMS can do. Currently, over 10,000 apps are available in the app store, and new ones are arriving daily.
Many of these apps integrate deeply with the CMS, allowing marketing automation and personalization that can increase sales. Merchants can install apps to recover abandoned carts, upsell related products, or integrate with CRM and advertising platforms.
Merchants can find apps for nearly everything. Some of the most popular ones are Oberlo for dropshipping, Klaviya and Mailchimp for email marketing, Judge.me and Loox for product and store reviews, and PageFly for building custom landing pages.
This extendability helps merchants scale their work whenever they need it most.
Shopify has over 10.000 apps in its app store
6. Comprehensive support
Running an online store is difficult enough without having to worry about technical issues. Luckily, the platform helps remove that worry with 24/7 technical and customer support. Merchants can access professional assistance via live chat, email, or phone. In addition, it offers loads of learning material in the form of Shopify Academy, community forums, and tutorials. Business owners can quickly learn to make the most of their online stores.
7. Yoast SEO for Shopify
The ecommerce CMS comes with all merchants need to run their stores, including tools to improve search engine visibility. While SEO is always in its mind, it is good to think beyond the basics that the e-commerce platform offers. Getting traffic is too important to leave it to chance.
Yoast SEO for Shopify is the perfect tool for merchants looking to get that traffic. This app is built by a team of SEO experts with decades of experience. Yoast SEO has innovative features like real-time SEO suggestions, helping you optimize your pages and products with actionable insights. Or enhanced structured data for your products to make these stand out in Google.
Yoast SEO also helps you write better product content. Enter your focus keyword and use the feedback to make your product descriptions stand out. A readability analysis also helps you make the content as readable for your customers as possible. There’s a Semrush integration to get keyword data from the editor and AI-powered features to automate some parts of the optimization process.
Combining Shopify’s framework with Yoast SEO makes your store accessible to search engines and customers.
Optimize your products with Yoast SEO to make them stand out
Unique selling points
Shopify has a lot going for it as an ecommerce platform, and there are more things it does to stay ahead of the competition.
Multi-channel selling
One reason Shopify could be chosen over the competition is its ability to sell across multiple channels. Multi-channel options allow merchants to sell their products on social media platforms like Facebook, Instagram, and TikTok, with all the management and insights happening on the main dashboard. It also has point-of-sale options that help merchants offer in-store sales and integrate online and offline.
The CMS can sync listings to third-party platforms like Amazon, eBay, or Google Shopping, increasing merchants’ visibility. The platform also has many more options for going omnichannel with your store, which makes it a great fit for managing everything all at once.
Strong security and reliability
Trust is an important aspect of ecommerce. Merchants need to trust ecommerce platforms with their data and trust that they keep it safe and sound. Luckily, Shopify is working hard to provide store owners with a secure shopping environment. It is certified Level 1 PCI-DSS compliant, the highest level of payment security standard, which helps protect customer data. It also has built-in fraud detection features that minimize the risk of chargeback.
Compared to hosted platforms like WooCommerce, Shopify automatically handles almost every security aspect. This gives merchants peace of mind that their customer’s data is safe.
Considerations before choosing
Shopify is an all-around great ecommerce platform, but there are some things to remember when merchants choose between the many other options. Its pricing is decent, with basic monthly plans starting at $29. Still, the cost can add up when you want to add apps, third-party integrations or want to have a custom theme developed. However, the CMS is often easier to set up and cheaper to run than platforms like Adobe Commerce.
Another consideration is the platform’s limitations. Shopify is closed software, so store owners have limited code access. WordPress solutions like WooCommerce might be better if openness is an issue.
These are the main reasons to choose Shopify
Shopify provides a great combination of ease of use, scalability, and features that help merchants thrive. Whether you run a simple store with a small budget or juggle millions of dollars, the commerce platform has the necessary solutions. It grows with your needs and offers you many options and possibilities to make the most of your business. Moreover, if you add Yoast SEO for Shopify to your store, you can boost visibility on Google, hopefully translating to more traffic and business growth.
So, why wait? Sign up for a free trial, add Yoast SEO to your store, and get your business on the road!
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As an agency owner, you need skills to write content that your clients and audiences will love. Luckily, you can learn how to do it with proper steps and helpful tools. Here, we’ll discuss how to plan, write, and optimize the content work for your clients. If you have your process down, you’ll easily create content that aligns with the client’s needs and brings in results. One of the tools we’ll use is the Yoast SEO plugin, which helps your content production.
Good content always has a goal — it could answer questions, solve problems, or offer critical information. If readers find your clients’ content valuable, they will likely feel listened to. They will understand that the advice and ideas are meant for them, which helps you build a bond with them. Writing valuable, high-quality content isn’t just for filling your client’s websites but a way to help and inspire them to improve their business.
There are many options to get results from the content you produce for your clients. So, what are some of the more popular goals you can target with your client’s content?
Building brand recognition: Share brand stories and values so people understand who your clients are.
Teaching the audience: Create articles and videos showing how products and services work.
Getting leads: Write content to get people to subscribe, download items, or contact your client.
Driving traffic: If your client’s content is valuable, readers will likely click on their site.
Increasing engagement: Make content to spark conversations and get feedback.
Keep writing focused and clear, with your eyes on the ball. You should focus intently on your clients’ current issues, challenges, and opportunities. Take the time to write well-researched pieces, as these can empower your readers. Once you do this, they will likely see your clients as subject matter experts they can trust. Straightforward, high-quality content can inspire readers and bring much value to you as an agency.
Strategic planning is the foundation
Much of the writing process is about planning. Before you write for your clients, clearly define the goals for that content piece. Find out what questions your clients’ customers are struggling with and how your answers can help them. Research their target audience to understand their daily struggles. This way, you can make your content much more relevant to readers.
It’s advisable to spend plenty of time doing keyword research. This process is very helpful, giving you many insights into your client’s audience and the words they use to find things. Ultimately, these findings will help you build content strategies for your clients.
The next step is to create a content plan. First, make a simple calendar or a list of topics your client wants to cover. Your plan will guide them and help them keep track of their audience’s themes and recurring concerns.
Don’t forget to use tools that integrate directly into their content. For instance, the Yoast SEO plugin has integrated keyword research features — among many other great features. It can highlight keywords and trends related to current topics, which will help your clients plan the current piece of content but could also inform the next.
Ideation and content planning
After researching, it’s time to start generating ideas for your client’s content. Don’t tie yourself up too much; brainstorm freely. Write down every topic that pops up and then organize these ideas to match the client’s needs. Mind mapping is a fantastic way to sort and visualize these ideas. Of course, you can always use a simple list or whatever works for you. Seeing these ideas together helps your client see the connection between them.
Before starting to write, it’s a good idea to think about the structure of the content. Break down the article into introductions, main sections, and conclusions. This way, it’s easier to structure the content and keep the writing focused and readable. From there, write and edit the first draft — editing helps the content shine.
Optimize your writing for readability
Good writing is all about clarity. Use direct language and try to avoid passive voice. Vary your sentence length to keep the client’s articles engaging. Start with a bold statement or an inverted pyramid-style intro. In the rest of the article, use detailed explanations to build on and prove the main point.
Format your client’s text to improve readability. Always use headers to introduce new sections and short paragraphs to make it easier for readers to follow the ideas. The same goes for using lists and bullet points to break up walls of text. Make sure that every element of your client’s layout allows the reader to understand your writing quickly.
During this phase, you also need to consider on-page SEO optimizations. Watch how you use your focus keywords and logically structure your client’s content. As you might know, Yoast SEO is a fantastic tool for this. It gives you feedback on sentences, passive voice use, and keyword use and distribution. As a result, this feedback helps publish high-quality content, especially under a tight deadline.
Yoast SEO is an SEO plugin/add-on for WordPress, Shopify, and WooCommerce. It’s designed with simplicity in mind while also offering a solid set of SEO features. It also lives within your post editor to give you feedback on your writing. For instance, it offers real-time suggestions on how you use keywords and the structure of your article. Thanks to this, you can focus on the writing part without sacrificing the SEO and technical aspects of making content your clients will love.
Yoast SEO is an industry standard for agencies. It’s a helpful tool that guides users in writing engaging, valuable content for all clients. As it’s aimed at ease of use, the feedback is practical and insightful. Also, Yoast SEO Premium comes with AI-powered suggestions that make this process even easier. Using this SEO plugin in your agency helps you build a consistent content process to write, review, and optimize high-quality content.
Inspiring through actionable content
Help your readers out and show how little things can make a big difference. Don’t forget to give your clients the tools and processes needed to succeed. For instance, share your best practices and guidelines for writing content and creating the valuable material everyone seeks. Share stories of how your agency helped clients reach their content goals, as these insights help potential new clients choose you over the competition.
Inspiration can come from many places, but it’s not always a given. When you get inspired, your client’s content can reach a whole new level. Content can also reach new heights when writing with a clear purpose and using tools that support your writing process. This way, you can turn a simple set of ideas into content your clients will love.
Wrapping up
Creating content your client loves depends on many things, especially having good plans, writing clearly, and regular improvements. As always, everything starts with research to build a solid plan. After that, start creating relevant content for your clients with clear writing and text structure. Finally, optimize your work with helpful tools like the Yoast SEO plugin, which gives relevant feedback and improvements.
You should also treat it as a learning process and improve as you go. This way, your clients eventually have a solid foundation that gets more engagement and deeper connections with their audience. Try it out and see how it can change your client’s next project. Every article will strengthen your client relationship while showing your expertise and experience.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-03-12 13:03:592025-03-12 13:03:59How to write valuable content that your clients will love
Getting our SEO plugin up and running should be quick and stress-free. That is why we are introducing a simpler installation flow that takes just a few clicks. If you have ever felt confused about installing plugins, this new option is here to help you.
Click the install button and follow the on-screen prompts
Complete the setup, and you are all set
Because everything is more user-friendly, you will save time and avoid the usual guesswork. This improved flow is perfect for new users and anyone who does not feel comfortable around zip files or manual uploads.
Installation should be the easiest part of your SEO journey. Try it today by heading to the Yoast SEO Free page and trying the plugin. You will be optimizing your site in no time.
Get Yoast SEO today and join the 13+million websites using Yoast.
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SEO is, for a large part, all about getting the right content in front of the right audience. When you’ve been doing that for a while, there comes a time when you want to scale content production. Scaling content creation means you aim to make more content to reach new targets. While that’s a good idea, you need to find a way to scale while keeping the same level of quality you’ve always had. Let’s go over how to scale your content production step by step, showing common problems and solutions.
Content scaling is about making your content process more efficient. The goal should be to make more content without lowering the quality. First, you must examine every step of your content creation process — from brainstorming to research, editing, publishing, and reporting. Once you have the process detailed, you can find ways to do those tasks faster and predictably.
A well-scaled process helps you create a lot of content. This approach helps you build a solid system rather than adding more articles. For instance, your content team could develop a checklist to help review articles, introduce a content calendar to improve planning and set up clear tone-of-voice guidelines. These steps help you stay consistent and true to your brand — whether you produce one weekly article or dozens.
Why scaling content matters
Scaling content production can directly help your business. If you actively publish high-quality content on your site, search engines will understand that your site is active and reliable. By targeting the right audience with the right search intent and message, you could improve your search visibility and generate more traffic for your content. Search engines are likelier to see you as trustworthy when you publish high-quality content.
In addition, producing content more consistently and following a plan can help you reach a bigger audience. More articles mean more opportunities to write about topics that interest your different audience groups. In the end, this will broaden your brand’s presence. You’ll have a bigger chance of people seeing you as a trusted source if you offer helpful insights and solutions to their problems.
All your content can help potential customers make decisions. This content is another way to address their concerns and answer questions. By doing this strategically, you can continue to engage your audience and nudge them closer to making that final decision. Of course, whether that decision is a sale, information request, or newsletter signup doesn’t matter.
Scaling your content production also supports your branding. When you create well-organized content over a longer period, you can support your brand voice and recognition. That reliability helps build trust and strengthens your reputation.
The biggest challenges in scaling content
If you want to scale your content production, you must overcome several hurdles, which, if you don’t consider, will impact the quality and consistency of your content.
Quality control and consistency
When you produce more content, you need to make sure that every piece represents your brand well. However, catching errors or maintaining the proper tone becomes harder because you have more content to review. If you don’t do this well, there’s a risk that your articles will vary in tone or style. Without proper guidelines or a good editorial process, your content quality may suffer when you publish more and more.
For example, you can miss issues like tone, formatting, or factual errors without a standard editing checklist. If you do this for a while and people start to notice, they can form a different view of your brand. It would almost look like you don’t care about these issues. You need to set clear quality benchmarks and a solid review process. Consistent editing with fixed content rules helps everything you publish meet the same standards.
Handling different audience needs
In an ideal world, you write for different groups. You cannot target one group only. Every segment has its own interests, problems, and ideas. But if you scale your output, you risk writing mainly generic articles. No one will like that content.
If you haven’t yet sorted your audience, do so and focus your content on these specific groups. As a result, your content will be more useful for the people in those groups.
Process difficulty and extra management work
More content means more parts to manage. Each article needs research, writing, review, checking, and then publishing. This is fine if you publish a few posts a month because you can handle these steps by hand. But growing your output complicates things when you face many deadlines, writers, or quality checks.
Complexity leads to bottlenecks. If you struggle with one thing, that might eventually slow down everything. Think of it like this: when you don’t scale your editorial process, you will eventually have a pile of articles that need approval. This grinds your publication flow to a halt. Develop a system that divides tasks into repeatable steps. Use content calendars and checklists to track progress and make managing projects easier.
Balancing speed and thoughtfulness
Scaling content production can lead to pressure to cut corners to meet deadlines. When the speed of publication comes into play, there’s a high chance that content will become less developed. This shouldn’t happen. Every piece of content should be carefully planned and produced. Rushing only leads to content that lacks depth, accuracy, or clarity.
Of course, this is easier said than done. You have to find ways to increase efficiency without sacrificing the quality of your content. Start by streamlining your process, breaking it up into smaller tasks. Set up a system that monitors quality while giving you enough room to be flexible.
Building a repeatable content creation process
Scaling your content production reliably requires setting up a solid content process. That process should be easily repeatable and have clear tasks, which will help keep your team on track.
Map the entire content workflow
Describe each content task and work your way through the list of what has to be done. Write down a list of all phases, ranging from conception through publication. This will help you understand where delays or errors creep in. Consider drawing a flow diagram or another visual. This list will act as your directive.
Create a content calendar
Use a content calendar to plan your publishing schedule. Proper planning helps you keep track of deadlines, even if they are for different outlets. Thanks to your content plan, your team can write content in advance and, hopefully, without stressing out about deadlines too much.
Develop detailed briefs and outlines
Content briefs are a great way to align writers — see below for an example. A brief like this should, at least, include the subject, target audience, key messages, and keywords that the writer should target. Once approved, create an outline for the content and fill in the structure. A good content brief speeds up the writing process while ensuring that content is targeted well.
Implement a style guide
A style guide can help you ground every piece of content in a consistent tone of voice and formatting. This guide should include rules for tone, punctuation, formatting, and whatever else makes sense to share. You can easily share this guide with anyone on your team; even freelancers enjoy using it.
Use checklists for each stage
You’ll find it easier to manage once you break the process down into small tasks. Make a checklist for tasks such as researching, writing, and editing. Having a proper checklist helps you make sure that you don’t forget anything. This could be checking facts, improving readability, or using proper SEO tactics. Your lists will help you scale your content production while maintaining quality output.
Standardize tools and platforms
Use well-known tools to manage tasks in your team. Think of project management tools like Jira or Asana, shared calendars in CoSchedule, Canva for visual designs, and document templates in Microsoft Office. Many companies use Google Docs to collaborate on documents. In those cases, you can use one of the standardized Google Docs extensions, which are easier to scale.
Write a good manual or checklist for these tools so that anyone — from in-house writers to external freelancers — follows the same steps. Standardization makes this work and helps apply important SEO best practices properly.
All of these things help your team routinely produce quality content. Making the process repeatable reduces the chance of errors and wasted time, so you can scale without losing what makes your content awesome.
Strategies to scale without losing quality
Careful planning is one of the best ways to scale your content without lowering its quality. Another great option is to use clear methods to make your work more effective.
Develop a strong content strategy and workflow
As always, start with a solid plan that includes your goals, topics, and the audience you want to reach. Creating content for your audience is much easier when everyone truly understands who those people are. A good workflow avoids delays and helps people move from one task to another.
Use a detailed content calendar
We’ve discussed the importance of content calendars, and you really have to see these as your roadmap. A calendar shows all upcoming publications, deadlines, and the status of various projects. A good calendar keeps everyone up to date at all times and makes sure the work is nicely spread out. Good planning prevents missed deadlines.
Use template structures
Templates help you standardize your work, as they offer a reusable structure for common types of content. Each type of content can have its own structure to fill in. These templates help writers speed up their work while maintaining consistency across articles.
Repurpose content thoughtfully
Look at what you already have and see how it can be adapted into a different form. For example, you can split a long-form article into several videos or a series of shorter posts. This strategy saves time while also delivering fresh material in new formats. Make sure to adapt the new content to the correct audience.
Assign clear roles within your team
Find out your team members’ strengths and have them do what they do best. A writer should handle the initial draft while an editor reviews the work. Your trusted subject matter expert should check the content for accuracy. Clear roles help people do what they do best, which helps preserve content quality.
Maintaining high-quality content at scale
It isn’t easy to maintain content quality when scaling content production. To make the process more manageable, you should establish habits and use tools that help you make sure that every piece of content meets your standards.
Follow your style guide
Setting up a good style guide keeps your writing consistent. Your style guide should include information on your content’s tone of voice, the terminology you can and can’t use, and how you structure and format it. Share this guide with your team.
Schedule periodic audits
Similarly, regularly review your existing content to see if it’s outdated or needs to adapt to changes in your brand messaging. This helps keep your older content relevant and accurate.
Use tools when appropriate
Tools can help scale your content production. Even a tool like our Yoast SEO plugin can help your content work. Good content tools can help with formatting, improving readability, checking for keyword placement, and some even help with on-page SEO.
Using Generative AI for scaling content output
Using AI to scale content production might seem like a good idea, but please be careful. Generative AI can definitely be a valuable tool for content processes. However, AI is not without issues and needs interaction from real people.
Human oversight makes sure that the output aligns with your brand’s voice and content standards. You can use generative AI as a starting point or a helpful assistant, but not as a complete replacement for your real writers. Your use of AI should have a clear process to bring the content up to your desired quality level.
Conclusion to scaling content production
Scaling up content production shouldn’t mean lower quality. Mostly, it’s about knowing the content process inside out. Once you have that, you can lay out the steps for everyone to follow. With a good process, you can meet your goals and still maintain the quality of the content. Be sure to set up content templates, calendars, and clear roles for your team. Make the adjustments and see how this can lead to better results.
Bonus: Content brief template for SEO
Are you looking for a basic content brief template that helps scale your content production? Check out the one below:
Content brief section
Details
Title/headline suggestion
[Insert title]
Primary keyword
[Main keyword]
Secondary keywords
[Keyword 1], [Keyword 2]
Search intent
[Informational, commercial, transactional, etc.]
Audience persona
[If needed, description of audience persona]
Content objective
[What is the content meant to achieve]
Benchmark content
[URLs of best-in-class content about this topic]
Word count range
[Word count]
Tone and style guidelines
[Tone and style]
Outline/sections
Introduction; Main points/headings; Subheadings; Conclusion
SEO requirements
Meta title: [Title]; Meta description: [Description]; Header tags: H1, H2, H3; URL: [Proposed URL for content]
An SEO audit is a health checkup of your site. It allows you to know what works and what does not, and it allows you to make improvements based on what you find. This can lead to improved performance — both on the search results pages and how visitors engage with your website.
An SEO audit looks at how well a website performs in search results to find areas that need work. It helps find technical SEO problems, analyze on-page elements, evaluate Core Web Vitals and site speed, and analyze user experience and content quality. An SEO audit also looks at outside variables like backlinks and rival tactics to identify areas for improvement. Making sure your website is optimized for users and search engines can help it rank better and attract more organic traffic.
A helpful guide
An SEO audit checklist
Read on below for the step-by-step process, but here is an SEO audit checklist that will help you get started quickly.
Crawl your website using Screaming Frog (or similar tools)
Analyze your site with an SEO tool (e.g., Semrush or Ahrefs)
Pull reports from Google Analytics and Search Console
Create a centralized spreadsheet for findings
Check the user experience (check CTAs, menus, etc)
Audit website content (duplicate and thin content)
Optimize internal linking
Optimize page titles and meta descriptions
Improve content with proper headings (H1 to H6)
Ensure the correct use of canonical tags
Add and validate Schema markup
Monitor and improve Core Web Vitals
Improve general site performance
Improve mobile responsiveness
Boost user engagement
Track metrics regularly
Check Search Console reports
Schedule regular check-ins
Step 1: Preparing an SEO audit
To make your site audit a success, you must prepare well. You need to collect the right information about your website using SEO tools, understand how to diagnose issues and prioritize fixes.
Crawl your website with Screaming Frog (or something similar)
The first step is crawling your website with crawler software. This helps find technical SEO issues that otherwise wouldn’t be so visible. Screaming Frog is one of the most trusted names in this, but Sitebulb is another highly recommended one. The free version of Screaming Frog crawls 500 URLs, but you can upgrade if needed.
Crawling your site is easy; simply download and install Screaming Frog. Open the tool and enter your site’s homepage URL. Then, hit Start, and the crawl will run. Once the scan is complete, export the data into a CSV file for further sorting and prioritization.
Screaming Frog gives you a ton of data that you can export to sheets quickly
What to look for?
Screaming Frog generates a ton of data, so it’s good to prioritize the outcome. Scan for missing, duplicate, or overly long titles and descriptions. Each page should have unique, targeted metadata. Find pages or links that return (404) errors as broken links frustrate users and hurt SEO. Then, identify oversized assets that slow your page load time, such as images, JavaScript, and CSS files. Last but not least, make sure that canonical URLs are properly implemented to avoid duplicate content issues.
Use an all-in-one SEO tool (Semrush or Ahrefs)
In addition to a technical crawl, you can use tools like Semrush or Ahrefs to conduct a detailed SEO audit. These tools provide many insights, including keyword rankings, backlink health, and competitor performance.
These tools also let you run a site audit, which gives you a technical health score. You’ll find many improvements to make, like pages blocked by robots.txt or issues with internal linking. The tools also review the quality and relevance of your backlinks and give you ideas on how to get high-quality new links. You’ll also get keyword rankings to track how individual pages perform for target keywords. Identify opportunities to refine content or target new search terms.
Download the most important reports and cross-reference them with your Screaming Frog export.
Pull data from Google Analytics and Search Console
Combining all these insights with your site’s user behavior and engagement data will make your SEO audit come alive. It helps you understand how people use your site and how they experience it to pinpoint pages to improve. Export your findings from Google Analytics and Search Console to include in your audit comparisons.
Check the top-performing landing pages in Google Analytics and their engagement rates. Pages with low engagement rates may have poor content or a disconnect between user expectations and page design. Also, look at session duration and exit rates to find pages where people quickly leave your site.
Use the Performance Report in Search Console to see which pages and queries drive the most clicks and impressions. This will also highlight low CTR pages — ranking well but failing to attract searchers. Then, check the Page Indexing Report for crawl errors, warnings, or blocked pages and review the Core Web Vitals Report to find pages failing on speed or usability metrics.
Google Search Console is an essential tool for SEO audits
Create a centralized spreadsheet
Once you have all the data, please combine everything in a big spreadsheet. How you set this up is up to you, as everyone uses something different. But you could use something like this:
This spreadsheet will guide your fixes throughout the audit process.
Minimal SEO audit (optional)
Not every audit needs to be a deep dive into your site. Sometimes, you don’t have the time but still feel the need to work on your site. In this case, you could do a simpler, quicker health check and evaluate specific regions of your site to see if these perform well. Such a minimal SEO audit is a streamlined version of a full audit to find and fix critical performance issues.
Here’s a basic framework for a quick audit:
Check that your site is indexed by searching site:yourdomain.com in Google.
Run a Google PageSpeed Insights test for slow-loading pages.
Examine the titles and meta descriptions of your most important pages (e.g., homepage, service pages, and key sales pages).
Fix broken links using Screaming Frog or a quick manual check in your navigation.
This lightweight SEO audit still finds high-priority issues without the time commitment of a full review.
Step 2: User experience & content SEO
The next step is to see how people perceive and interact with your site. Look at the user experience and see if you can find things to improve. You can get people to your site by using high-quality content aimed at the right search intent and audience. Not only that, because you want to have them returning.
Improving the user experience
Do you know if your users can find what they need quickly? If not, they might leave your site quickly. Giving them a good experience will do wonders in the long run. In your SEO audit, start by diagnosing these common UX factors:
Make sure the colors match your branding and are easy to read. Look at contrast, as this is especially important for buttons and links. Make CTAs (like “Buy now” or “Learn more”) stand out visually.
Check if the most important design elements are above the fold. Key messages and CTAs should be visible without scrolling. Think of this as the headline act—it must grab attention immediately. Add customer testimonials, third-party endorsements, and security badges (e.g., SSL or payment protection signs) to build credibility.
Give special attention to your menus. Test menus, drop-downs, and search functions. Breadcrumbs also help users see where they are within the site hierarchy.
Audit website content
SEO is largely about content, so review its quality and improve where necessary. The Semrush/Ahrefs site audit should have given you many pointers. With this list, start working on the following.
Check the keyword targeting of your content. Make sure that each page represents a primary keyword. Ahrefs and Semrush show which keywords your pages rank for and identify gaps.
Check for duplicate or thin content. Avoid weak, duplicate, or low-value content. Where necessary, merge similar pages into one in-depth article. Provide actionable, valuable content.
Remember Google’s Helpful Content standards. Create content that delivers real value and focuses on user intent. Your content should answer questions with actionable, audience-focused solutions. Last, you demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): Add author bios, cite reliable sources, and link references where necessary to develop expertise and trustworthiness.
Internal linking and related content
SEO is not just about getting users and search engines to your site —it’s also about keeping and showing them around. One of the most powerful ways to do this is through internal linking, so be sure to include this in your SEO audit.
Check how you link your most important pages, like cornerstone articles or product categories. Your content should have a couple of links based on relevance and importance, but not too many. In addition, you should include a related content section on your pages to encourage further reading.
Anchor text should include relevant keywords or describe the linked page and try to avoid generic phrases like “click here”.
An internal search feature is another important aspect of showing people around your site. Make sure that your search bar provides relevant results, especially on large websites. Monitor what people search for to inform your content strategy.
Step 3: General on-page SEO
On-page SEO concerns the technical and content improvements you make on specific pages. This helps search engines understand your pages. It also helps your readers to find what they want.
Optimize page titles and meta descriptions
Page titles and meta descriptions are the first things a visitor sees in search results. While search engines like to generate these based on relevance, you can still influence how you’d like these to appear for maximum CTR.
For your page titles, make sure that every page on your site has a unique title. Duplicate titles confuse search engines, which is something you don’t want. And while there’s no limit to how long titles can be in the SERPs, they get cut off visually after a set number of characters. Try to find the sweet spot.
Incorporate your primary keyword close to the beginning of the title, but avoid keyword stuffing. For example, instead of “SEO tips SEO tips SEO tips,” use “10 SEO tips for beginners – Step-by-step guide.” Don’t forget to add your brand name at the end of the title, e.g., “How to do an SEO audit – Your Brand”
For your meta descriptions, make sure that they concisely explain what the page is about. You should also include the primary keyword while making sure the text flows naturally. Don’t forget to encourage action. Incorporate a call-to-action (CTA), such as “Learn more,” “Discover how,” or “Start now.”
Optimize heading structures (H1 to H6)
Headings are excellent tools for structuring and making your content easier to read. They also assist search engines with recognizing how important the information is on each page.
Start with one H1: The H1 is the main heading for the webpage, and it should contain your targeted keyword. Each page should have a single H1 tag.
Use H2s for major sections: Use H2 tags to break up content into logical sections. Consider these the main subheadings of your article.
Add H3s or H4s for subsections: You can have more subsections under H2s if you want to break it down further using H3 or H4 for better structuring.
Keep it logical: Don’t skip heading levels (e.g., jumping from H1 to H4) or use headings only for styling.
Be descriptive: Write headings describing the section’s content. For example, instead of “Step 1,” use “Step 1: Analyze your traffic metrics.”
WordPress has a handy feature to check the heading structure of your articles
Ensure proper use of canonical tags
Canonical tags show a search engine which version of a page to prioritize when duplicates or near-duplicates of the same page are available on your site. This is especially important for online stores, as these have many variations of the same products due to filtering or session-based URLs.
You should always choose one canonical version for a page. For example, if both https://example.com and https://www.example.com exist, set one canonical URL to prevent duplicate content issues. Don’t forget to add the canonical tag in each page’s HTML <head> section and be consistent in your internal linking. For instance, always link to one version of the URL rather than switching between http and https.
Regularly check for issues using Screaming Frog or Semrush to find pages missing canonical tags or ones with conflicting canonicals.
Add and test schema markup
Structured data in the form of Schema markup helps make your site more understandable for search engines. The code you add to your site helps structure and identify your content in a way that search engines can easily consume. In some cases, this can even lead to highlighted search results, for instance, for products or ratings and reviews.
Yoast SEO drastically simplifies adding schema for WordPress, WooCommerce and Shopify users. The SEO plugin outputs JSON-LD (the format preferred by Google) to add schema markup directly to your page’s HTML.
There are many options for adding Schema, but you should start with the basics and things relevant to your site. For instance, you should use the Article schema for articles and blog posts and highlight publication dates, images, authors, and headlines.
Ecommerce businesses should use Product structured data. This data should highlight pricing, stock availability, ratings, and reviews. If it makes sense, you can also markup your FAQ pages, which will no longer be highlighted in Google’s SERPs.
There are many other options, so you must check what makes sense for your situation. For instance, if you run a recipe site, you can add Recipe structured data, or if you publish events on your site, use Events.
Don’t forget to test your structured data. Use Google’s Rich Results Test Tool to check if your structured data is correct and valid. Also, check Search Console for errors under the “Enhancements” tab.
Yoast SEO makes it easy to add essential structured data
Audit and improve your backlinks
Backlinks are as important as ever. Every link from a relevant, high-quality source counts towards your authority. These links prove to search engines that your content is valuable and meaningful. Of course, there’s a ton of spamming happening with links.
You can use tools like Moz, Ahrefs, or Semrush to audit your backlink profile. The results show a list of spammy backlinks and links from irrelevant websites with low authority. If spammy websites link to you, there’s an option in Google Search Console to disavow these links. This is only needed in very rare cases, though. Only disavow links you’re sure are harmful — this is a last resort for low-quality links you cannot get removed manually.
It’s more important to focus on earning high-quality backlinks. Create shareable, high-value content like guides, research, or infographics while building relationships with related websites, bloggers, or journalists for natural backlink opportunities.
Step 4: Site speed and engagement
Check your site performance, as site speed and user engagement greatly impact success. Pages that load slowly are annoying for users and can give you a poor score in the eyes of search engines. Low engagement rates can hurt your results, as users might stop visiting your site.
Understanding and improving Core Web Vitals
To underscore the importance of performance, Google launched the Core Web Vitals. These metrics help site owners gain insights into how their sites perform in real life and get tips on improving those scores. The metrics focus on loading times, interactivity and stability. Together, these determine how enjoyable users find your site.
LCP measures how long your largest asset loads
The Largest Contentful Paint (LCP) measures how long it takes for the largest visible element on the screen (usually an image, video, or headline) to render fully. If performance is bad, you can improve this by optimizing images by compressing them without sacrificing quality. You can use modern file formats like WebP for faster performance and minimize render-blocking resources like heavy CSS or JavaScript files. Defer unnecessary scripts and prioritize above-the-fold content.
INP measures interactivity
Interaction to Next Paint (INP): INP is the new Core Web Vitals metric from Google that tracks how quickly your site responds to user input clicks, taps, and keystrokes. While FID only reported on the delay for the first interaction, INP evaluates all interactivity events for the session. This ensures a fuller score.
You can improve your performance by minimizing JavaScript execution. Use Screaming Frog or PageSpeed Insights to flag heavy scripts and defer or remove non-critical JavaScript. Use browser caching to cache JavaScript and other assets so they don’t reload unnecessarily and reduce reliance on third-party scripts. You can offload heavy tasks to web workers to free up the main thread and process user interactions faster.
CLS measures stability
Cumulative Layout Shift (CLS) measures the stability of a webpage’s visual layout. It checks if the content moves unexpectedly as the page loads (e.g. when an image loads late and pushes buttons elsewhere on the screen).
You can improve this by specifying dimensions (width and height) for all images and videos in your HTML/CSS. This prevents the browser from guessing dimensions and rearranging content. Avoid inserting ads, banners, or other dynamic elements above the fold after loading content. Please preload important assets like fonts or images to ensure they appear quickly and predictably.
Site speed optimization beyond Core Web Vitals
Core Web Vitals should be a main focus, but there are other strategies to implement to improve site speed and page experience. Faster websites equal user satisfaction, reduce bounce rates and make your audience more likely to stick around in the future.
Start reducing the number of HTTP requests for a faster site. Combine CSS and JavaScript files where practical, or use modern HTTP/3 protocols, allowing browsers to send out multiple requests simultaneously. Also, unused CSS and JavaScript should be eliminated to reduce file sizes and speed up load times. File compression can be used via Gzip or Brotli to compress the assets before serving them to the user. Compressed files load faster without losing quality; most hosting providers or web servers can help you set this up. Tools like Google Lighthouse can also alert you if compression is missing.
Implement lazy loading for images and videos so that only visible content loads immediately while other assets load as needed. WordPress users can easily use plugins like Smush or Lazy Load by WP Rocket to achieve this, or custom JavaScript libraries like lazysizes work on other platforms. Distribute your site’s static assets with a Content Delivery Network (CDN), which delivers files from servers closest to users, improving global load speeds. Popular CDN providers include Cloudflare, Akamai, and Amazon CloudFront. Finally, performance analysis tools such as Google Lighthouse, GTmetrix, or Pingdom analyze bottlenecks, track progress, and ensure your efforts work.
Google’s PageSpeed Insights is one of the best tools to understand your site’s real-life performance
Improving mobile performance and responsiveness
Mobile is everything these days. For most websites, this means that most of the traffic will be coming from mobile devices. Search engines like Google consider the quality of your mobile site when ranking your content, so being mobile-friendly should always be on the tip of your tongue.
Run various mobile tests to see how your site performs on phones and tablets. Look for layout issues, problems with interactive elements, or slow-loading pages or assets. Check if your responsive web design works properly so your site dynamically adapts to all device sizes. Also, ensure your CTAs are mobile-friendly, and your forms are accessible from mobile devices.
Increasing user engagement on your site
Faster pages keep users on your website, but engagement ensures they take meaningful actions. Thanks to better site performance, you’ll get higher engagement rates, which results in better conversions, newsletter signups, product purchases, and more.
Simplify your site’s navigation to make it easy for users to find what they need. Use clear menus with logical structures, such as categories and subcategories, and add breadcrumbs to show users where they are within the site. Dropdown menus should be intuitive, and internal search bars must return accurate, relevant results quickly. Additionally, ensure key Call-to-Actions (CTAs), like “Sign Up” or “Request a Quote,” are prominently placed above the fold or immediately following key content sections. Use descriptive, action-oriented language in your CTAs to make them more compelling and clickable.
Encourage users to explore your site more with internal links and related content suggestions. Add social sharing buttons to blog posts, infographics, or product pages to make it easy for users to share content on platforms like Facebook, LinkedIn, or X. If using popups or exit-intent offers (e.g., subscription prompts or discounts), ensure they are thoughtfully designed and minimally intrusive. Poorly timed or aggressive popups risk driving users away, so aim to balance engagement with user experience.
Tools for site speed and engagement improvements
To help optimize, you can utilize Google Lighthouse, which will show you how your Core Web Vitals performs overall, and GTmetrix, which goes in-depth and gives actionable recommendations on improving page speed results.
Hotjar offers insights into where users click, how they scroll, and how they behave overall. WP Rocket is for WordPress users looking to automate technical processes such as caching, lazy loading, and database optimization. Various WordPress plugins add customizable social share buttons to enhance content sharing, making it easier for visitors to share your posts on their favorite platforms.
Step 5: Monitoring and tracking results
SEO is a colossal effort; the process does not end there once that initial effort is made. You must monitor your actions to determine whether those changes work as intended. Regular monitoring is also a great opportunity to find improvements and better calibrate your SEO strategy. Regular monitoring helps you improve your site, adjust to the latest algorithm updates, and retain the course.
Why monitor results?
By tracking results, you can measure the impact of your audit (e.g., increased rankings, traffic, and engagement). It’ll also help spot new issues like broken links, slow pages, or dropped rankings. This will ultimately help you improve your strategy by identifying what’s driving results and where to focus next.
SEO is not something you do in a month or so. It takes time, and you might see the results in many months. Consistently track and analyze.
Metrics to track
Start by looking at traffic metrics. Organic traffic shows how many users find your site through search engines, which you can monitor in Google Analytics under Acquisition > Organic Search. Check referral traffic to see if other backlinks are sending visitors to your site. This data shows how effective your SEO and link-building work is.
Next, evaluate engagement and search performance. Metrics like engagement rates and time on page help you understand how users interact with your content. On the search side, track keyword rankings with tools like Wincher, Ahrefs, or Semrush to see how well your pages are doing in the SERPs.
Use Google Search Console to monitor your CTR and check for indexing issues in the Coverage Report. Make sure that your most important pages are indexed. Monitor loading speed, interactivity, and layout stability in tools like PageSpeed Insights.
Schedule regular check-ins
You need to make monitoring results a regular thing. Review rankings, CTR, and new crawl errors weekly. Each month, check traffic trends, user behavior, and fixes made during the audit. Every quarter, you should run a fresh crawl with Screaming Frog, check competitor performance, and update old pages based on new opportunities.
Conclusion on doing SEO audits
Following these steps will help perform an SEO audit, from preparing your data to addressing user experience and technical SEO improvements. Make sure each fix you aim to do aligns with your goals and strategy. Auditing regularly keeps your site running at its best and ready to rank in search results.
http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png00http://dubadosolutions.com/wp-content/uploads/2017/05/dubado-logo-1.png2025-02-19 12:00:162025-02-19 12:00:16How to perform an SEO audit (with checklist)
Every business needs an online presence. Building a business website could be one of your most important decisions. But after that decision comes another question: Which platform should you choose to build your business site on? This depends on what kind of website you need, your resources, and your expertise.
Before proceeding, begin by describing your website’s goal. What does your website need to do? Do you need an online store, a simple way to present your company, a blog, or a portfolio? Your main goal should influence the rest of your choices and help you find a platform with the features you need.
If you run an ecommerce site, you’ll need great shopping cart functionality, secure payment options, and features to manage your inventory. If you focus on blogging or need a portfolio site, you’ll probably want good content management options, a flexible design, and ease of use. Once you understand your needs, you can narrow down the list of platforms.
Thinking deeply about the purpose of your website can also help you plan for the future. If you think you’ll expand the site with more products or a wider range of services, choosing a platform that can scale and evolve with your business might be a good idea.
Do you have technical expertise and resources?
One of the most important questions to answer when deciding on a platform for your business website is whether you have technical knowledge. Some of the website builders available right now have an easy-to-use interface that requires little to no coding skills. Some even use AI to help you build a website from scratch by simply describing it. Other platforms and CMSs give you direct influence on the appearance and workings of your website, which needs technical expertise.
If you’re not technical or don’t have a technical team backing you, looking at online platforms with drag-and-drop editors and pre-designed templates might make sense. With these, you can have a professional-looking website without writing code or understanding backend systems. Brands like Wix, Duda, Web.com, and Squarespace are some options that function like this.
However, if you have the technical resources or plan to hire a developer, a content management system like WordPress gives you more flexibility and customization options. WordPress is a popular option — it powers over 40% of websites. It’s known for its extensive plugin ecosystem — with powerful tools such as Yoast SEO — and a vibrant community.
Remember, though, that choosing a CMS that requires more technical input also requires maintenance and occasional troubleshooting, which could increase costs in the future.
There are a couple of things you need to consider when building a website for a business. First, you must understand your skill level. Second, you’ll have to find out if you have resources and support. This helps you decide whether a simple site builder or something more open-ended is the better investment for you.
Types of website platforms
Building a proper website for a business means exploring various options. Experiment and find out which online platform matches your requirements and needs. Just remember that there is not a single “best” platform that works well for all businesses. Every tool has its strengths and weaknesses.
Consider the popular options
There are many tools to help you build company websites, but you do not need to try every one. You can probably make do with the most popular options, as these have proven their worth.
WordPress
WordPress is the most popular CMS and offers an amazing selection of themes and plugins. You can customize it in any way you think, giving you great control over the platform. WordPress is a great option if you want to create a website for a business that can adapt over time. The CMS performs well in the search results and can grow with your content needs. WordPress is great for:
Best for bloggers and content creators: Ideal for content-rich sites with robust publishing features.
Best for customization: Offers extensive themes and plugin support to tailor every aspect of your site.
Best for SEO and flexibility: It is highly adaptable for businesses and developers aiming to optimize and expand their online presence.
Best for ecommerce: Seamlessly integrate WooCommerce for powerful online store features and e-commerce capabilities.
Shopify is a great all-in-one ecommerce option for companies selling products online. It handles everything from hosting to security and from payments to integration. Shopify makes it easy to build an online store. It has lots of features to help you scale your business. Shopify is good if you want a solid option to get started quickly.
Best for online retailers: Ecommerce-friendly, easily set up to manage and grow an online store.
Best for secure transactions: Integrated payment gateways and reliable security features ensure peace of mind.
Easiest to scale: Intuitive interface helps startups and growing businesses manage stores efficiently.
These platforms are for users who want simplicity. They come with built-in templates and handy editors. Wix and Squarespace are good options for small businesses, creatives, and professionals who want to build a nice-looking portfolio or simple business website. These are the best options for users who want ease of use over extensive flexibility and customization options.
Other options
Of the other platforms, Adobe Commerce (formerly Magento), Drupal, or Webflow may also be worth looking at if you have specific needs. Adobe Commerce is useful if you need a large-scale ecommerce environment. Drupal is great for handling larger sites with complex data needs (although the project recently launched a simplified option called Drupal CMS). Webflow is a middle ground with design flexibility and editing capabilities.
While we list several of the best platform options available, you should base your choice on your needs, requirements, security levels, and desired functionality.
Scalability, customization, and security
Choosing the right platform to build your business site isn’t just about here and now. You should also think about scaling your sites once your business grows.
Scalability
When selecting a platform, consider whether it can handle increased traffic and additional content you might need. Can you expand your capabilities as your business grows? For example, if you plan to add more products or expand your feature set, you need a website solution that scales without much work. Look for features, services, and plans that support growth.
Customization
Your business is unique, and so should your site reflect your unique brand. The platform you pick should give you plenty of options to customize your business site. It shouldn’t just let you pick from a selection of templates but also offer the options to change design elements, add custom code, and integrate tools you need to build your business. Platforms that offer much flexibility allow you to do what you want. This helps your site feel fresh and aligned with your brand.
Security
Security is essential for a business website. As we hear more stories about data breaches and online threats, you should choose a platform that values security. You should consider SSL certificates, server security, software updates, and secure payment options for ecommerce sites. A reliable site builder should have proper security protocols to protect customer data.
Managed hosting services or SaaS platforms like Shopify often handle WordPress security automatically for you, but you should double-check it. If you go the self-hosted route, you should make sure that you have the resources available to manage the security of your business site.
Budget and cost considerations
For many, cost is the most important factor when choosing a website platform for a business. However, it’s important to consider both the short-term and long-term investments. Make sure that your budget evolves as your site does.
Upfront and ongoing fees
Site builder platforms all work with subscriptions, but sometimes, one-time costs are involved for themes, plugins, or other features. For example:
Subscription fees: Site builders such as Squarespace and Wix charge a monthly fee for hosting the site, accessing features, and support.
Hosting and domain costs: If you choose a CMS like WordPress or Drupal, you must budget for web hosting, domain registration, and premium themes and plugins. Investing in a more premium hosting plan often leads to better performance. Of course, you can also have a custom theme built by an agency or solo developer, which would also cost money.
Transaction fees: Online stores need payment systems, and some platforms charge money for handling transactions. These costs can add up if you move a lot of volume.
Value over time
Picking the cheapest option might sound sensible, but you should consider the costs over a longer time. A highly scalable platform with a long list of features and a good support team might cost more initially but could save time and money in the long run. Look at the full package and see which platform offers the best mix of price and functionality.
Testing and trials
Be sure to try out the different options. Many website builders offer free trials or demo versions. Use these to explore the capabilities before you sign up for a specific plan. Testing the interface and features gives you a better understanding of whether this product meets your wishes. This is a good way to avoid making the wrong decision, which could lead to extra costs or limited growth.
Additional considerations and support
After you’ve crossed off the technical and monetary questions from your list, a few questions still need to be answered.
Customer support
Your website is central to your business, so keeping it up and running is essential. For this, you need a platform with good support. Access to good customer service is a huge help if you run into issues or you’re trying to implement new things. Look for platforms with various ways of contacting support (email, phone, chat) and ample documentation available. Platforms with proper support can reduce downtime and help you on your way quickly.
Integrations and marketing tools
Websites are the centerpiece of a business strategy, and they should not live alone. Find out if your preferred platform integrates with business tools like CRM systems, email marketing services, and social media platforms. Many site builders now include built-in SEO tools to rank your site in search engines. And if they don’t, Yoast SEO has plugins for WordPress, WooCommerce, and Shopify. Choose something that matches your existing digital strategy.
Analytics and reporting
What would you do without knowing how your site is performing? Data is essential to make informed decisions. Analytic tools show how visitors behave on the site and which pages perform well. Some platforms come with built-in analytics tools, which help see how your site is doing.
Deciding on the business site platform
To recap, you can choose how to build your business website by answering these questions:
What is the goal of your website?
What technical expertise and resources do you have?
Which site builders have the features and scalability you need?
Do the cost structure and support options fit into your budget?
Can the platform integrate with your marketing and analytics tools?
Take the time to answer these questions. Then, read honest reviews of users of the various platforms and try out the demos — very important. It’s all about getting your hands dirty in this process. You need to determine which platform best fits your business while giving enough flexibility to scale when your business grows.
We’re saying it again: there’s no one-size-fits-all solution. You should pick the platform that works today and will still work when your business has grown. It doesn’t matter if you pick an easy-to-use website builder or a highly customizable CMS, as long as it makes sense for you and your business — now and in the future.
Now, choose a platform for your business website
It costs a lot of time and money to build a website for a business. You need to define your goals, evaluate the various platforms, and determine how you want your business to grow. Every decision you make affects how you support your business objectives. When you look at your technical know-how, budget, scalability needs, and support options, you should be able to decide which site builder to choose if you want to succeed.
The most important thing is to sign up for the free trials and demos. Don’t hesitate to contact experts or customer service for tailored advice. You should build a site that is ready for today and prepared for tomorrow. Choosing the right platform for your business helps you set up for success.
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SEO and PPC are two of the most important strategies for increasing your website’s visibility. While they both aim to attract more traffic, they operate differently. They also serve different purposes. Here, we’ll discuss SEO vs. Pay-per-click advertising and how to choose the best option for you.
As we all know, SEO stands for Search Engine Optimization. It consists of everything you do to get your site higher rankings in the original search results. Those tactics are thoroughly researching which keywords to target, writing high-quality content, and making sure that your site is structurally and technically sound. The goal is to get the organic traffic you want by making your site relevant and authoritative.
Pay-per-click (PPC), on the other hand, is all about paying for ads — the sponsored listings — that appear at the top of search results. So, every time someone clicks your ad, it costs you money. As it lets you target advertising based on user demographics, this model can lead to immediate results.
An example of PPC ads vs organic results for a search term in Google
What’s the difference between SEO and PPC?
SEO and pay-per-click advertising are both popular options to get traffic to your site. However, both options have their advantages to help you reach those goals.
Cost structure
For SEO, the costs mostly lie in the initial work and ongoing maintenance. You have to invest in creating high-quality content, optimizing your site, and reaching out to build good links and relationships. With SEO, there are no direct costs per click, but it does require consistent effort and resources to get results.
With PPC, you pay every time someone clicks your sponsored listing. To make it manageable, you set a budget; when this budget runs out, your ads will no longer be visible. PPC gives you control over budget, but costs can quickly ramp up — especially in high-demand markets or for competitive keywords.
Time to results
We always say that SEO is a marathon and not a sprint. Building authority takes time, so it can take months to see rankings go up. But the wait is worth it, as it leads to better and more stable results in the long run.
PPC is more direct and to the point. Launch a campaign, and the visitors should come in straight away. As such, this is a great tool for time-sensitive stuff like promotions and launches or when you need instant visibility and reach.
Sustainability and impact
SEO is the more sustainable option. With your initial work done, you can reap the rewards for a long time. Of course, there’s always more to do with your SEO tasks, but that’s normal. Building a brand is something that will pay off big time. With PPC, you get an incredible boost for a short period — the time you pay for the sponsored listings.
Targeting capabilities
SEO targets users based on content and keywords. You can target your content on different search intents, but the options are not as direct as with PPC. This offers more precise options, allowing you to publish ads to specific demographics, locations, times, and user behavior.
Flexibility and control
With SEO, you do put yourself in the hands of search engine algorithms. Algorithm updates could harm your rankings. As a result, you should reevaluate your strategy. You have control over everything on your site, but not search engines. PPC, though, does give full control over your ads. It makes it easier to adapt to changes and needs.
Measurement and analytics
It’s important to measure your success. For SEO, you are looking at a longer period and need to keep track of traffic and keyword rankings. It can be difficult to get usable insights from data. With PPC, you get detailed insights that show you how your campaigns are doing. You’ll also get the tools to adjust instantly.
SEO and PPC, while different channels that require different skills and have different goals, can really complement each other in the long term. To me, PPC is considered more of a science than the art of SEO. The great thing about PPC for SEOs is that it not only attracts quicker returns (that can also be calculated with more precision) but also provides the same accurate and actionable data for SEOs. I have always found data from PPC extremely useful in directing an SEO strategy.
Alex Moss – Principal SEO expert at Yoast
Pros and cons of SEO
Both SEO and PPC have their pros and cons. Let’s go over these.
Pros of SEO
SEO is cost-effective in the long run. Once you have a strategy and an optimized site, it can continue attracting traffic without additional costs, leading to a sustainable traffic source.
Ranking well gives your site a sense of trust and credibility, as people trust sponsored listings less than organic search results. High rankings can boost your brand. Of course, higher rankings lead to a high CTR, and many users simply skip ads because they don’t like them.
As SEO improves the general user experience of the website, it will become a better investment for your money overall. Investing in SEO can lead to higher engagement and conversion rates.
Cons of SEO
Of course, SEO isn’t the end-all solution to everything. For one, building up authority and higher rankings takes a lot of time. It’s not the solution if you want quick results. You must also work on your strategy, content, and site quality. The more work you put in, the better your results can be. And as search engines keep evolving, you must evolve as well.
SEO operates in a highly competitive landscape. For some markets, it’s almost impossible to break into the top ten of the results. Plus, it might take a ton of money to do that. And that’s another con for SEO: the results are uncertain due to algorithm changes, competition, and market conditions.
Pros and cons of PPC
Pay-per-click advertising also has its own good points and bad points, as you’ll read below:
Pros of PPC
The biggest benefit of PPC is getting immediate results for your money. You can set up campaigns quickly and get results going without much hassle. You also have full control over the budget, so you only pay for what you want to pay for.
PPC is also flexible and precise. You have much control over who you target and when, leading to more precise results. And if your strategy needs adjustments, you can update your sponsored listings quickly. Pay-per-click ad systems give you all the data you need to make the proper decisions.
Cons of PPC
One of the main drawbacks of pay-per-click is that costs could rise quickly. Another main drawback is that you’ll only get results as long as you pay — no money, no results. This makes PPC a viable option only for specific campaigns.
How well ads perform also depends on how users perceive them — ad fatigue is a thing. You must experiment with placements and forms to see what works best. For this, you should adhere to the rules of the platforms on which you’re running your ads.
Conclusion SEO vs Pay-per-click
Whether you choose between SEO and PPC depends on your needs, strategy, and timeline. SEO is amazing for long-term results, while PPC can quickly produce results. Most businesses will probably use a combination of both. You can use the strength of both strategic tools in your toolset to get the results your business is looking for.
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Crawl your website using Screaming Frog (or similar tools)
