SEO Content Writing Guide By Steve Wiideman, SEO Expert
Writing Content in WordPress
As a Content Management System (CMS), WordPress is an ideal solution for website owners who are not comfortable coding HTML. This page will describe how to create a structured page of content within WordPress that will have a higher likelihood of achieving top ranking in search engine results.
Questions for the Designer
Here are some critical questions to ask the website designer or developer BEFORE creating new content on the website.
1. Can you confirm that there is only ONE “H1 Tag” on each page and that it is wrapped around the code NOT around the logo or anywhere else in the theme?
2. Can you confirm that there is plugin or theme installed that allows me to customize the HTML Title, Meta Description and Meta Keywords on each individual page?
3. Can you confirm that there is a plugin installed that creates a “canonical URL” on each page to avoid the content from being indexed from tag, print, author, or other link?
4. Can you confirm that the navigation on the website, and/or the way web crawlers and visitors get to each page is “text‐based” as opposed to “image‐based”?
5. Can you confirm that the WordPress theme we’re using produces pages that load quickly on a 56k modem?
6. Can you confirm that there is a plugin installed that submits an “XML site map file” to Google and one that creates a “static site map page” that updates automatically?
Once you’ve confirmed the above, it’s safe to proceed with writing content without having to
be concerned about the theme causing indexing issues.
WordPress Post & Page Writing Guidelines
The following guidelines should be followed when writing a post or page in WordPress. Focal
points that will be covered either directly or indirectly include:
- Keyword prominence
- Keyword density
- Keyword proximity
- Keyword repetition
- Word count volume
If followed correctly, the search engines will most‐likely understand your content and keyword theme on each page.
1. More often than not, it’s better to use HTML view as opposed to Visual view.
2. Never copy and paste from any type of Microsoft document, as the Microsoft code may create “bloated, unnecessary code”. Instead copy/paste from Notepad.
3. The Post or Page title above the large box in the editor is the heading (H1) of the page and should be short and semi‐explicit. For example, if your keyword theme is “SEO Services”, the title should be “SEO Services” or “About Our SEO Services” (where about is never used again within that post or page), not “Our SEO Services are the Greatest Thing Ever, You Have to Try Them, We Rock, No Really We Do.” This makes for a clean site map page as well.
4. The main content box should contain 350 ‐ 450 hand‐typed words (non‐copied from another website). If HTML view is used, no paragraph (p) tags are necessary.
5. Topics on a page or post should be broken up by subheadings. For example: Use H2 tags.
6. Images should contain TITLE and ALT attributes, but do not require captions. Title and ALT text should be different, but should include the keyword or keyword theme no more than once.
7. The custom page title (not to be confused with Post/Page title or H1) should be no longer than 66 characters and should contain a call‐to‐action, keyword, and value proposition. For example: “Buy 21‐inch Blue Widgets on Sale ‐ Free Shipping!”
8. The Meta Description should not be longer than 160 characters and should contain a DIFFERENT call‐to‐action and value proposition. For example: “Purchase 21‐inch Blue Widgets online from the Widget Man. No charge for delivery, ships in 24 hours. Supplies are limited, order now.”
9. The Meta Keywords should contain 2‐5 variations of the keyword phrase and category. For example: “21‐inch blue widgets, 21‐inch blue widget, blue widgets 21 inch, widgets”.
10. For posts, the Tags field can contain the same keywords as the Meta Keywords field.
11. If the content is being written to sell a product, basic sales principles should be used, such as:
- Social Proof/Acceptance
- When possible end with a call‐to‐action button or at least start the user on the purchase cycle with a link to learn more.
12. If the content is being created purely to sell ad space (search arbitrage), the following
attributes should be considered:
- History of the topic
- Statistics with sources
- Thesis or the purpose of the article
- Quotes and references
- Conclusion, commentary
13. Content, including Title and Meta, should be reviewed to insure that:
- The target keyword is not repeated twice in a row anywhere in the content
- Target keyword and/or variation appear no more than once in the Title, Meta, Heading, ALT (if applicable) and 1 time for every 100 words within the content.
Sample WordPress Page
The Post/Page Version (Behind the Scenes)
Creating SEO‐Enhanced Content in Plain Ole’ HTML
The below is a skeleton view of website containing all the appropriate SEO attributes.
Test the webpage to insure all the SEO focal points have been recognized. Be sure to
validate spelling, grammar, broken links and images and possible layout distortions.
Please share this post if it helps and comment below. I’d be happy to connect with you.
SEO Guidelines: SEO Content Writing Guide You Must Know