3. 3
Table of Contents
Chapter 1
About this book 4
Chapter 2
The very basics of SEO 6
Chapter 3
Keyword Strategy 12
Chapter 4
Site structure 19
Chapter 5
Some technical SEO tips 24
Chapter 6
User experience best practices 28
Chapter 7
SEO content writing 41
Chapter 8
About Yoast 49
4.
5. 5
What to expect?
Th is book will cover t h e m ost im p ort an t t op ics t h at will h elp you t o
op t im ize your WordPress sit e. We’ll t each you t h e basics of Search
En gin e Op t im izat ion (SEO) an d exp lain t h e im p ort an ce of User
Exp erien ce (UX). Also, we will give t h e m ost im p ort an t in sigh t s on
im p rovin g your cop ywrit in g. Th e ch ap t ers are writ t en by our very
own experts in th e Ľeld of SEO, Navigation , Con version an d An alytics.
Learn More?
If you would like t o read m ore about cert ain t op ics, you can read on e
of our ot h er eBooks. We h ave writ t en an eBook about SEO for
WordPress an d on e about con ten t SEO. Our latest release is an eBook
about user exp erien ce an d con version rat e op t im izat ion , an d we’re
curren t ly workin g on an eBook about sh op SEO.
You can also follow on e of our n ew on lin e SEO courses. We curren t ly
oļ er four courses: Basic SEO, Yoast SEO for WordPress, SEO Cop y-
writ in g an d Keyword research . In t h ese courses, we will t each you
h ow t o do SEO in a set of videos, t ext s an d exercises.
Need advice?
If you would like p ractical tip s on h ow to im p rove your site sp eciĽ-
cally, you could order a Website review. In our reviews, we do an
in - depth an alysis of your website, ch eckin g m ore th an 30 0 im portan t
SEO an d Usability issues. Th e results is a clear overview of all th e
th in gs you are doin g wron g (an d of th e th in gs you are doin g righ t)
an d tip s on h ow to im p rove.
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What does a search engine do?
Before you can start optim izin g your site, it is very im portan t th at you
un derstan d wh at search en gin es exactly do. In th is ch apter, we explain
h ow search en gin es Ľn d your site an d wh at th e basics of SEO are.
Search engine - terminology
In t h is book, we will oft en writ e ‘Google’ wh en we refer t o a search
en gin e. Of course, t h ere are m an y ot h er search en gin es, like Bin g
an d Yah oo. But sin ce Google p ret t y m uch dom in at es t h e search
en gin e m arket , we will on ly refer t o Google in our t ext s.
What does Google do?
How does Google ȴ nd your site?
Search en gin es like Google follow lin ks. Th ey follow lin ks from on e
web p age t o an ot h er web p age. A search en gin e like Google con sist s
of a crawler, an in dex an d an algorit h m . A crawler follows t h e lin ks
on t h e web. It goes aroun d t h e in t ern et 24 /7 an d saves t h e HTML-
version of a p age in a gigan t ic dat abase, called t h e in dex. Th is in dex
is up dat ed if Google h as com e aroun d your websit e an d foun d a n ew
or revised version of it . Dep en din g on t h e t raĿ c on your sit e an d t h e
am oun t of ch an ges you m ake on your websit e, Google com es aroun d
m ore or less oft en .
For Google t o kn ow of t h e exist en ce of your websit e, t h ere Ľrst h as
t o be a lin k from an ot h er sit e in t h e in dex - on e it already kn ows -
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t o your site. Followin g th at lin k will lead to th e Ľrst crawler-
session an d t h e Ľrst save in t h e in dex.
Google’s secret algorithm
Aft er in dexin g your websit e, Google can sh ow your websit e in t h e
search result s.
Google h as a sp eciĽc algorit h m t h at decides wh ich p ages are sh own
in wh ich order. How t h is algorit h m works is a secret . Nobody kn ows
exact ly wh ich fact ors decide t h e orderin g of t h e search result s.
Moreover, fact ors an d t h eir im p ort an ce ch an ge very oft en . Test in g
an d exp erim en t in g gives us a relat ively good feel for t h e im p ort an t
fact ors an d t h e ch an ges in t h ese fact ors.
Google’s results page
Google’s result s p age sh ows 7 or 10 lin ks t o sit es wh ich Ľt your
search t h e best . We refer t o t h ese result s as t h e organ ic search
result s. If you click t o t h e secon d p age, m ore result s are sh own .
Above t h ese 10 blue lin ks are t wo or t h ree p aid lin ks, m ost of t h e
t im e. Th ese lin ks are ads; p eop le h ave p aid Google t o p ut t h ese
lin ks at t h e t op of t h e sit e wh en p eop le search for a sp eciĽc t erm .
Prices for t h ese ads vary great ly, dep en din g on t h e com p et it iven ess
of t h e search t erm . Sim ilar ads could ap p ear on t h e righ t of
Google’s search result p ages as well.
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The value of links for search engines
It ’s very im p ort an t t o h ave a basic un derst an din g of h ow Google an d
m ost ot h er search en gin es use lin ks: t h ey use t h e n um ber of lin ks
p oin t in g t o a p age t o det erm in e h ow im p ort an t t h at p age is. Bot h
in t ern al lin ks (from your own websit e) as well as ext ern al lin ks
(from ot h er websit es) could h elp in t h e ran kin g of a websit e in
Google. Som e lin ks are m ore im p ort an t t h an ot h ers: lin ks from
websit es t h at h ave a lot of lin ks t h em selves are gen erally m ore
im p ort an t t h an lin ks from sm all websit es wit h lit t le ext ern al lin ks.
Yoast Tip
There are di erent ways how links help you rank. Read about the
most important ways in our eBook SEO for WordPress.
Universal search
Next t o t h e organ ic an d p aid result s, Google also em beds n ews
it em s, p ict ures an d videos in it s search result s. Th is em bedm en t
is called un iversal search .
What is Search Engine Optimization?
High ranking in organic search results
Search En gin e Op t im izat ion (SEO) is t h e p rofession t h at at t em p t s t o
op t im ize sit es t o m ake t h em ap p ear in a h igh p osit ion in t h e organ ic
search results. In order to do so, SEO tries to Ľt a website to Google’s
algorit h m . Alt h ough Google’s algorit h m rem ain s secret , alm ost a
10. 10
decade of exp erien ce in SEO h as result ed in a p ret t y good idea about
t h e im p ort an t fact ors. In our view, t h e fact ors in Google’s algorit h m
can be divided in t o t wo cat egories:
1 Th ere are on- page fact ors wh ich decide t h e ran kin g of your
websit e. Th ese fact ors in clude t ech n ical issues (e.g. t h e qualit y
of your code) an d m ore t ext ual issues (e.g. st ruct ure of your sit e
an d t ext , use of words). Th e t ext ual issues will receive in dep t h
at t en t ion in t h is book. For m ore in form at ion about t ech n ical
issues, ch eck out our blogs about (t ech n ical) SEO.
2 Th ere are t h e off- page fact ors. Th ese fact ors in clude t h e lin ks t o
your sit e. Th e m ore ot h er (relevan t ) sit es lin k t o your websit e,
t h e h igh er your ran kin g in Google will be. We will n ot go in t o
off- page fact ors in t h is book.
Yoast Tip
Need help with Search Engine Optimization on your WordPress site?
Use our Yoast SEO Premium plugin! Most of the technical aspects of
SEO you should do are also covered by our free Yoast SEO plugin.
Installing this plugin and using the default settings already improves
quite a lot. It even ȴ xes some minor issues WordPress has. Our Yoast
SEO plugin also helps in writing SEO-friendly content. Our advice is to
download and install either the free or the premium Yoast SEO plugin
on your website. In the premium plugin extra functionality is added
and customers of this premium plugin can ask our team for support.
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Make an awesome website!
At Yoast , we give SEO advice
t o (sm all) websit e own ers
an d large con sult an cy clien t s
(t h e Guardian , Facebook). Joost
de Valk began h is career in SEO
over 10 years ago. An d alt h ough
Google h as ch an ged it s algorit h m
quit e a few t im es, m ost of t h e advice we give at Yoast h as rem ain ed
t h e sam e over t h e years. An d t h is advice is very sim p le: you just
h ave t o m ake sure your sit e is very good. Do n ot use an y ‘tricks’,
because th ey usually don ’t work in th e lon g run , an d m igh t even
backĽre. Google’s m ission is to build th e p erfect search en gin e th at
h elp s p eop le Ľn d wh at th ey are lookin g for. Makin g your website
an d your m arketin g strategy Ľt th is goal is always t h e way t o go. You
can read m ore about m akin g an d m ain t ain in g a great websit e in our
eBook SEO for WordPress. You can learn m ore about op t im izin g your
con t en t in our eBook Con t en t SEO.
Photo:punkmedia.nl
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What’s keyword research?
Keyword research can be deĽn ed as t h e act ivit y you un dert ake in
order t o com e up wit h an ext en sive list of keywords you would like
t o ran k for. Keyword strategy can be deĽn ed as all t h e decision s you
m ake on t h e base of t h at keyword research .
Keyword research is t h e basis of all search m arket in g. It st art s
wit h exp lain in g wh at you do in t h e lan guage your audien ce uses.
Keyword research furt h erm ore h elp s you t o discover wh at you
sh ould be ran kin g for, or aim in g t o ran k for.
Why is keyword research important?
Prop er keyword research will m ake clear wh at search t erm s are
u sed by your au dien ce. An d t h is is of great im p ort an ce. At Yoast ,
we regu larly en cou n t er clien t s t h at h ave a sp eciĽ c set of words
t h ey u se wh en referen cin g t h eir p rodu ct s, wh ile t h eir u sers u se
a com p let ely diļ eren t set of words. Op t im izin g for words t h at
p eop le don ’t u se of course doesn ’t m ake an y sen se. Doin g good
keyword research m akes sure t h at you u se t h e words your t arget
au dien ce u ses, an d t h erefore m akes t h e wh ole eļ ort of op t im izin g
your websit e wort h wh ile.
Keywords and keyphrases
We t en d t o use t h e word keyword all t h e t im e, but we
don ’t n ecessarily m ean it ’s on ly on e word. ‘WordPress SEO’
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is a keyword, as is ‘Google Analytics plugin’. You can
t h us h ave keywords con t ain in g m ult ip le words!
We will refer t o t h ese keyp h rases as keywords
t h rough out t h is ch ap t er.
Yoast Tip
In our eBook Content SEO, we take you through the process of
executing your own keyword research step by step, provide concrete
examples of keyword research and introduce handy tools you can
use! You can also enroll in our Keyword research training courses to
learn more about keyword research.
To consider: make sure keywords ȴ t your site
Be aware t h at you sh ould be foun d for t erm s t h at Ľt your sit e. If we
get crazy an d do our very best t o let yoast .com ran k for ballet sh oes,
p eop le would be rat h er disap p oin t ed t o Ľn d our sit e. Th ey will
p robably in st an t ly go back t o Google. Ran kin g on ballet sh oes will,
in our case, lead t o a m assive boun ce rat e. An d a h igh boun ce rat e
t ells Google t h at p eop le do n ot Ľn d wh at t h ey are lookin g for based
on t h at search t erm . Th is will in evit ably lead t o a lower ran kin g on
ballet sh oes for our sit e (an d t ot ally just iĽed, we kn ow n ot h in g
about ballet or about sh oes for t h at m at t er).
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Repeat keyword research regularly!
Keyword research is an act ivit y you un dert ake every n ow an d t h en .
If you h ave a clear deĽn it ion about t h e p roduct or service you wan t
t o ‘sell’ wit h your websit e, you sh ould be able t o com e up wit h
keywords, relat ed keywords en even m ore relat ed keywords t o
m ake your awesom e websit e (m ore) Ľn dable. As your p roduct an d
t h e m arket will evolve, your keyword st rat egy sh ould do t h e sam e.
Yoast Tip
Keyword research is the basis of all search marketing. Read more
about that in this post!
Resemble the vocabulary of your audience
Th e keywords you wan t t o focus your SEO on , sh ould closely
resem ble t h e vocabulary of your audien ce. In order t o com e up wit h
t h e p rop er keywords you really h ave t o get in side t h e h eads of t h e
p eop le wh o search for your websit e. Wh at t erm s will p eop le use?
How do p eop le search ? Wh ich quest ion does your websit e an swer?
You sh ould creat e a list of all search t erm s p eop le could use an d
t h in k of com bin at ion s an d n uan ces wit h in t h ese search t erm s.
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Keyword research tools to use
Makin g a list rem ain s h ard. An d up un t il a few years ago, doin g
your keyword research was m uch easier. You could sim p ly ch eck
Google An alyt ics t o see on wh ich t erm s p eop le foun d your websit e.
Th at is n o lon ger p ossible. So you’re p ret t y m uch left in t h e dark
about t h e t erm s p eop le use in search en gin es t o en d up at your
websit e. Luckily, t h ere are som e ot h er t ools wh ich can m ake your
keyword research a bit easier:
Google Adwords Keyword Planner
Use t h e Google Adwords Keyword Plan n er t o Ľn d n ew an d relat ed
keywords, but ign ore th e search volum e data! Th e search volum e data
in t h e p lan n er is really on ly useful for keywords t h at you’re act ually
sp en din g m on ey t o advert ise on . Ot h erwise, t h ese volum es are n ot
reliable. Wh ile n ot really h elp ful t o decide wh ich keyword is m ost
used by your p ot en t ial audien ce, Google Adwords Keyword Plan n er
m akes a useful t ool in com in g up wit h ideas for p ot en t ial keywords!
Yoast Suggests
Joost develop ed h is own keyword research t ool t o com e up
wit h keywords as well! Yoast Suggest s uses t h e Google Suggest
fun ct ion alit y you kn ow from search in g in Google. It Ľn ds t h e
keyword exp an sion s Google gives an d t h en request s m ore of
t h em . So if you t yp e ‘exam ple’, it ’ll also give you t h e exp an sion s
for ‘exam ple a…’ t ill ‘exam ple z…’ et c. Just go on an d t ry it an d Ľll
out som e of your p ot en t ial keywords. It ’s a great way t o quickly
Ľn d m ore lon g t ail keywords you can focus on .
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Google Trends
Google Tren ds allows you to com p are th e traĿ c for sets of keywords.
You can even see th e diļ eren ce for n um erous geograp h ical region s.
It ’s very im p ort an t t o ch eck Google Tren ds if you exp ect t h at som e
of your keywords are season al, for in st an ce due t o regulat ion s,
h oliday season s et c.
Figure 1: compare traɝ c for sets of keywords in Google Trends
Your internal search engine
Wh at are p eop le lookin g for on your sit e? Th ese t erm s are keywords
in t h e vocabulary of your act ual audien ce an d sh ould deĽn it ely be
added t o your keyword list . Do n ot forget t o look at t h e keywords
p eop le Ľlled in t h at didn ’t get an y result s: t h is was st uļ p eop le
were exp ect in g but didn ’t Ľn d. You can look in t o t h e result s of your
in t ern al search en gin e wit h Mon st erIn sigh t s Pro.
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Conclusion
Th ese keyword research t ools sh ould m ake it easier t o creat e a list
of relevan t search t erm s. You sh ould m ake sure t o creat e awesom e
lan din g p ages for keywords you wan t t o be foun d on . You sh ould
also t h in k about corn erst on e con t en t art icles an d a great in t ern al
lin kin g st ruct ure in order t o m ake your SEO st rat egy com p let e.
In t h e n ext ch ap t er we’ll t ell you m ore about sit e st ruct ure.
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About this chapter
In t h is ch ap t er we will give advice on h ow t o set up or im p rove
t h e st ruct ure of your sit e. We will exp lain wh y it is im p ort an t t o
st ruct ure your websit e wisely. Subsequen t ly, we will sh ow you
h ow t o set up an ideal sit e st ruct ure. An d, we will p rovide t ip s on
h ow t o (quickly) im p rove t h e st ruct ure of your sit e wit h out t ot ally
disrup t in g t h e core of your websit e. Wan t p ract ical t ip s ap p lied
t o your websit e? Our Sit e review- t eam can h elp you op t im ize your
websit e even furt h er!
Why is site structure important?
In th e p revious ch ap ter of th is book, we exp lain ed all about keyword
research . For a lot of p eop le wh o wan t to im p rove th eir ran kin gs, it
m akes sen se to th in k about keywords. But wh at does th e structure
of your website h ave to do with your ran kin g in Google? For m an y
p eop le, th is rem ain s un clear. In th is ch ap ter, we will th erefore try
to explain th e im portan ce of h avin g a good site structure. We will
explain wh at an ideal site structure looks like an d h ow you can
im p rove up on your own site structure. For h an ds- on tip s about op ti-
m izin g your structure (like up datin g your in tern al lin k structure an d
evaluatin g your section s), read ch ap ter 9 of our eBook Con t en t SEO!
Yoast Tip
A good structure is well categorized, and pages within it only link to
other pages on the same topic. We explain it all in his post Intelligent
site structure for better SEO.
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Two reasons why site structure is important
In our op in ion , t h ere are t wo m ain reason s wh y sit e st ruct ure
is an im p ort an t ran kin g fact or:
1 A decent structure makes sure Google ‘understands’
your site
Th e way your sit e is st ruct ured will give Google im p ort an t clues
about wh ere t o Ľn d t h e m ost im p ort an t con t en t . Your sit e’s
st ruct ure det erm in es wh et h er a search en gin e un derst an ds wh at
your sit e is about , an d h ow easily it will Ľn d an d in dex con t en t
relevan t t o your sit e’s p urp ose an d in t en t . A good sit e st ruct ure
could t h us lead t o a h igh er ran kin g in Google.
By creat in g a good st ruct ure, you can use t h e con t en t you’ve writ t en
t h at h as at t ract ed lin ks from ot h ers t o h elp ot h er p ages t o ran k as
well. Your sit e’s st ruct ure can h elp sp read som e of t h at lin k juice
t o t h e ot h er p ages on your sit e. On a com m ercial sit e, t h at m ean s
t h at you can use t h e qualit y con t en t you’ve writ t en t o boost t h e
search en gin e ran kin gs of your sales p ages t oo.
2 A decent structure makes sure you do not compete with
your own content
On your websit e or weblog, you will p robably writ e m ult ip le art icles
about sim ilar t op ics. At Yoast , we writ e a lot about SEO. If we would
writ e eigh t diļ eren t art icles about SEO, Google would n ot kn ow
wh ich of t h e art icles is t h e m ost im p ort an t on e. If we didn ’t solve
t h is wit h our sit e st ruct ure, we’d be com p et in g wit h our own art icles
22. 22
for a h igh ran kin g in Google. Solvin g t h is p roblem wit h a good
in t ern al lin kin g st ruct ure will t h us result in h igh er ran kin gs.
Yoast Tip
Clean up your site once in a while! Read this post on how to clean up
your site structure.
The ideal site structure
In th eory, you sh ould build your site as a p yram id. On top of th e
p yram id is your h om ep age an d un der t h e h om ep age are a n um ber of
oth er pages (categories). Th ese pages in turn refer to even m ore pages.
Figure 2: the structure of your website should look like a pyramid
Focus keyword and site structure
Usin g t h e Yoast SEO p lugin allows you t o ch oose a focus keyword
an d t o op t im ize your p ost usin g t h e feat ures of t h e Con t en t An alysis
t ool. Som e p eop le seem t o t h in k t h at every p ost sh ould focus on
23. 23
t h e sam e keyword. Th is is n ot t h e case. In fact , every p ost sh ould
h ave a different focus keyword. Subsequen t ly, p ost s about sim ilar
t op ics sh ould be lin ked t o each ot h er.
Keyword strategy and site structure
Your keyword st rat egy an d t h e way you st ruct ure your sit e sh ould
be relat ed. In a p rop er keyword st rat egy, you would h ave t h ough t
about com m on , com p et it ive keywords as well as m ore lon g t ail
n ich e search t erm s.
A sim ilar dich otom y sh ould be m ade in your site structure. Pages
focusin g on m ore com m on search term s sh ould appear h igh in your
pyram id, wh ile pages optim ized for m ore lon g tail keywords sh ould
appear in a lower part of your site structure. Th ese lon g tail pages at
th e bottom of th e pyram id sh ould th en be lin ked correctly to th e
pages h igh er in th e pyram id. Read t h is p ost to learn m ore about lon g
tail keywords.
Figure 3: long tail pages should be at the bottom of the pyramid
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About this chapter
In t h e p revious ch ap t ers, we h ave given in form at ion about keyword
research an d site structure. Th e n ext step is m akin g sure th at Google
can in dex your websit e p rop erly an d ran k your sit e wh en p eop le use
t h ese search t erm s. In t h is ch ap t er, we will give t h e very basics of
t h e t ech n ical asp ect s of SEO. On yoast .com , you can Ľn d n um erous
art icles wh ich dive m uch deep er in t o t ech n ical SEO.
Yoast Tip
If the technical stu just isn’t your cup of tea, we can also check all
technical aspects of SEO for you in a Website review.
Check your crawlability
A con dit ion for your websit e t o ran k in Google is t h at Google can
crawl t h rough your sit e. No crawlin g, m ean s n o savin g of your sit e
in t h e in dex an d t h us n o ran kin g. A quick way of ch eckin g wh et h er
a p age on your sit e can be sp idered is by doin g a Quix SEO ch eck.
Sim p ly go t o t h e Quix SEO ch eck p age, en t er t h e URL an d ch eck
t h e result s. If it ’s n ot green , you’ve got st uļ t o Ľx!
Wrong canonical
If you h ave t wo p ages h oldin g t h e sam e con t en t , t h at ’s p roblem at ic
for your ran kin gs. To Ľx t h is p roblem , Google in t roduced t h e
can on ical lin k. Mat t Cut t s exp lain s t h is in t h is video. Th e basics
are t h at a can on ical lin k is used t o in dicat e t o Google wh ich p age
you would like Google t o disp lay in t h e search result s.
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A can on ical lin k sh ould th us be used wh en two pages h ave th e sam e
con ten t. For in stan ce, if you h ave two URLs th at h ave th e sam e (or
95% th e sam e) con ten t, it would be ben eĽcial to use a can on ical lin k
from th e duplicate page to th e m ain page (you can do th is with th e
Yoast SEO plugin ). If you don ’t kn ow wh ich on e is th e ‘can on ical’ on e:
pick on e. Not doin g an yth in g is m ore h urtful th an just pickin g on e.
Th e p roblem com es wh en you’re set t in g t h e can on ical wron g. Th is
could occur for in st an ce by in sert in g a lin k t o a 40 4 p age or sim p ly a
n on - exist in g URL in t h at can on ical lin k. Also, if your can on ical lin k
refers t o a p age wh ich is act ually very diļ eren t from t h e origin al
p age, Google will get con fused an d your ran kin g m ay reduce as well.
So m ake sure you use t h e correct can on ical lin ks. It ’s a p owerful
t ool, use it wisely.
Breadcrumbs
Breadcrum bs sh ow t h e p at h p eop le t ake wh en t h ey click t h rough
your sit e. Th ey are oft en visualised on t h e t op of a p age so visit ors
can see h ow t h ey n avigat ed. A breadcrum bs p at h could be Hom e »
Clothes » Dresses. Usin g breadcrum bs will allow Google to easily grasp
th e structure of your site an d th is could well result in h igh er ran kin g.
Yoast Tip
Breadcrumbs provide a way for the user to easily navigate up and
down your site. Our Yoast SEO plugin makes this even easier!
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Tools to check your site speed
In our Websit e reviews, we always ch eck t h e sp eed of a websit e.
Obviously, sit e sp eed is diļ eren t wh en ch eckin g it from diļ eren t
locat ion s. Just on e reason wh y sp eed t ools do n ot always p rovide
t h e sam e result s. Th at is wh y we use all t h ese t ools in our sit e
reviews (an d do n ot rely on just on e):
• Google PageSp eed In sigh t s
• Pin gdom Tools
• Yslow
• WebPageTest
Google Page Speed Insights sp lit s m obile an d deskt op , Pingdom Tools
allows for m ult ip le locat ion s an d Yslow h as segm en t ed t h e ch ecks
n icely. WebPageTest h as a few m ain ch ecks it grades n icely. We
would recom m en d t o use all of t h ese t ools t o ch eck your sit e sp eed.
Com bin ed t h ey give t h e m ost com p let e overview of t h e sp eed of
your websit e.
If you wan t t o t est your sit e sp eed, you can Ľll out t h e url of your
websit e in t h ese t est s. Th ey review t h e sp eed of t h is sit e an d give a
list of op t ion s on h ow t o im p rove up on your sit e sp eed. Bot h Google
an d YSlow h ave reason ably good, th ough sligh tly tech y, exp lan ation s
on t h e various asp ect s t h at you can im p rove. Th e ot h er t ools sh ow
som ewh at less exp lan at ion an d are a bit h arder t o in t erp ret .
28.
29. 29
The user comes ȴ rst
Wh en optim izin g your website for search en gin es, people often forget
t h at even for Google, t h e user com es Ľrst . If a user or visit or can ’t
Ľn d wh at h e or sh e is lookin g for, t h ey will h it t h e ‘Back’ but t on
(boun ce) t o go back t o Google an d p ick on e of t h e ot h er result s. If
t h is h ap p en s m ore t h an on ce, Google will value (read: ran k) your
websit e less for t h e keyword used t o Ľn d your websit e. For t h at
very reason , you wan t your websit e t o be t h e best usable websit e
p ossible. To ach ieve t h is, you can use a n um ber of best p ract ices,
wh ich we will clarify in t h is ch ap t er. Our t eam of exp ert s reviews
h un dreds of websit es a year. If you would like an exp ert review on
t h e User eXp erien ce (UX) of your websit e, you are welcom e t o order
a Websit e review.
Clarity
Wh en a visitor Ľn ds your h om ep age for th e Ľrst tim e, it sh ould
be im m ediately clear wh at your website is about, an d wh at your
p roducts an d / or services can do for th e visitor. If possible, you even
wan t to com m un icate your values an d stan dards so th e visitor can
im m ediately bon d with your com pan y.
If you wan t your visit or t o im m ediat ely bon d wit h your com p an y,
you sh ould h ave a killer h om ep age or a killer lan din g p age. Th e
m ain diļ eren ce bet ween t h e t wo is t h at a lan din g p age is design ed
to con vert th e visitor in to a custom er on that page, wh ere a h om epage
is m uch m ore like a warm welcom e an d a guide t o diļ eren t p art s of
your websit e.
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Bot h a lan din g p age as well as a h om ep age sh ould in clude a clear
in t roduct ion . In t h at in t roduct ory con t en t , you will exp lain wh at
your busin ess is about , an d wh at you can do for t h e visit ors. Use
laym an ’s lan guage. Th is is really im p ort an t . Let m e use our busin ess
as an exam p le. Our p it fall is, sin ce we are sellin g soft ware p roduct s
(p lugin s), we t en d t o go in t o t ech n ical det ails t oo quickly. In st ead
of focusin g on all t h e brillian t t ech n ical st uļ t h at ’s in our p lugin s,
we n eed t o exp lain h ow t h e p lugin s will m ake t h e busin ess of our
cust om er bet t er, easier or m ore p roĽt able. ‘User Ľrst ’ is a p op ular
sayin g, an d in case of t h e in t roduct ion , t h is is very t rue.
Som e websit e h ave an im m ediat e focus on p roduct im ages in st ead.
Wh ile we st ron gly advise again st usin g a slider, a lot of websit es st ill
use t h ese. Th at doesn ’t m ean t h at you can ’t add t h at in t roduct ion !
If you would writ e an awesom e t aglin e or slogan , an d add t h at in
t h e h eader of your websit e righ t above t h at slider, you could already
t rigger p eop le t o dig a bit deep er in your websit e.
Content focused design
Con t en t is kin g, righ t ? Th at also goes for t h e con t en t p lacem en t
in your design . If your sidebar scream s ‘Sale!’ or ‘Subscribe!’ or is
cram m ed wit h ban n ers, ch an ces are t h e user is dist ract ed by t h ese
elem en t s in st ead of bein g able t o focus on t h e m ain p art of t h at
p age: t h e con t en t .
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Figure 4: focus on your content
Un fort un at ely, you can ’t con t rol con t en t p lacem en t wit h in your
busin ess m odel all of the tim e. Som e websit es sim p ly ‘n eed’ t h at
focus on t h ese ban n ers, as t h ese ban n ers are t h eir m ain source of
in com e. Th e dilem m a in t h is is t h at m ore focus on t h e con t en t will
p robably give you m ore visit ors, wh ich equals m ore ban n er reven ue.
But on e can on ly assum e th at. You would h ave to test th at som eh ow.
As t h e eļ ect s of con t en t focused design will on ly becom e visible
aft er a cert ain p eriod of t im e, t h is will be very h ard t o A/ B t est
(m ore on t est s lat er); you’ll probably n eed t o run t h e con t en t focused
variat ion for a coup le of m on t h s, an d your curren t reven ue will n eed
t o allow for such a t est .
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Bottom lin e is th at con ten t focused design will at least reduce boun ce
rat e. Th ere will be n o surp lus of ban n ers or ot h er sales it em s scarin g
your visit or away, an d it will be im m ediat ely clear by focusin g on t h e
actual con ten t if your website is goin g to p rovide th e an swers your
visitor is lookin g for. Th e righ t title an d p aragrap h h eaders, an d an
im age about th e subject at h an d will of course stren gth en th at belief.
Call-to-action
We can ’t ign ore calls- t o- act ion , wh en t alkin g about user exp erien ce
an d con version . A call- t o- act ion is an elem en t on a p age, t h at
t riggers t h e user in t o an act ion . Oft en t im es p eop le t h in k t h is h as
t o be a but t on , but a t ext lin k or ban n er m igh t be used as well.
Th e call- t o- act ion of a p age t riggers t h e user t o click t o t h e n ext
p age, order your p roduct or subscribe t o your n ewslet t er, just t o
n am e a few. Th ere are a n um ber of best p ract ices for set t in g up a
good call- t o- act ion .
• No clu t t er. If you add a call- t o- act ion , t h ere sh ouldn ’t be ot h er
elem en t s dem an din g t h e visit ors at t en t ion . No social sh are
but t on s righ t below your call- t o- act ion but t on .
• Ad d urgen cy. Wh y act n ow? Because t h ere are ‘on ly t h ree slot s
available’ or ‘just on e left ’. Websh op s use t h is a lot t h ese days.
• Size d oes m at t er. Make sure p eop le are able t o view t h e but t on
wit h out an y t rouble. Don ’t go overboard; t h ere h as t o be a balan ce
so you won ’t becom e t oo aggressive.
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• Ad d t ru st . A m on ey- back guaran t ee will m ake it ‘easier’ for t h e
visit or t o click your order but t on . A great t est im on ial below your
con t act form will lower barriers t o con t act you.
• Be cle a r a b o u t t h e b e n e fit s . Men t ion t h em n ear your
call- t o- act ion . For in st an ce, a sh ort bullet ed list n am in g
t h e m ain advan t ages of your p roduct or service can con vin ce
visit ors t o click t h e buy but t on ..
• Righ t below your p rice. Addin g t h e call- t o- act ion righ t below
your p rice will en t ice visit ors t o click t h e call- t o- act ion (if t h ey
like your p rice). No t im e t o h esit at e.
• Color is im p ort an t . If your en t ire design is usin g blue an d oran ge,
your call- t o- act ion will st an d out a lot m ore if it ’s green , for
exam p le. Usin g blue or oran ge will m ake t h e call- t o- act ion
blen d in t oo m uch .
• Be brief. If your call- t o- act ion is a but t on , don ’t use ‘Buy this
product now and get a 20% discount’ as t h e m ain but t on t ext .
Use ‘20% OFF’. You get t h e drift .
Mobile design
Resp on sive design is a websit e design t h at adjust s t o t h e viewp ort
of t h e device you are usin g t o visit t h at websit e. Most sit e t em p lat es
can be m ade resp on sive by addin g ext ra set t in gs in t h e CSS or st yle-
sh eet of a websit e. We exp lain ed a bit m ore about t h is in a p ost on
our websit e.
34. 34
Design in g your websit e for bot h deskt op an d m obile visit ors is even
m ore im p ort an t sin ce Google rolled out ‘Mobilegeddon ’, as we t en d
t o call it . It ’s an up dat e in t h e way Google ran ks websit es in t h eir
m obile search result s t h at t akes in t o accoun t if t h e websit e is ‘Ľt ’
for a m obile device. Google even creat ed a Mobile- Frien dly t est
t o h elp you Ľn d out if your websit e is m obile frien dly.
As your m obile screen is m uch sm aller, m ost resp on sive websit es
con sist of just on e colum n an d a lot of scroll dist an ce. Th is m ean s
t h at t h e set up of your m obile websit e p robably n eeds t o be just a t ad
bit diļ eren t from your deskt op sit e set up . You n eed t o decide wh at
det ails your m obile visit or is m ost likely t o be lookin g for. If you
h ave an act ual sh op locat ion , p eop le p robably n eed address det ails
or a p h on e n um ber. List t h ese in t h e Ľrst m obile view, so visit ors
don ’t h ave t o look for t h em .
In order t o decide on t h e in form at ion your visit ors n eed, you m igh t
require som e t est in g an d /or a survey. Ask your (m obile) visit ors
wh at t h eir p rim ary t asks on your m obile websit e are an d design
your p ages accordin gly.
Now besides t h is so- called t ask based design , you n eed an escap e.
Just in case som eon e is really lookin g for som et h in g else. Th at
escap e sh ould be p rovided by t h e addit ion of a search op t ion in
for in st an ce a st icky m en u (a m en u t h at is always visible, even
wh en scrollin g down ).
35. 35
On e m ore t h in g about m obile websit es. Make sure t h ese are blazin g
fast . As n ot all your m obile visit ors will h ave Wi- Fi access, ch an ces
are t h ey n eed t o down load all t h e MBs of your websit e wh ile t ryin g
n ot t o exceed t h eir carrier dat a lim it . Alt h ough m obile in t ern et is
get t in g fast er an d fast er, if your sit e loads in less t h an a secon d,
t h at will for sure im p rove user exp erien ce. Com m on p roblem s
t h at slow your sit e down are:
• t h e use of large im ages on your websit e, obviously;
• t oo m uch CSS an d JS Ľles bein g loaded in t h e h ead sect ion of
your websit e, before t h e con t en t ;
• slow loadin g sh are but t on s, wh ich is t h e case for a lot of social
WordPress p lugin s, by t h e way;
• n ot com p ressin g your websit e, for in st an ce usin g Gzip .
Th ere is m uch m ore t o say about m obile UX, wh ich we also m en t ion
in our art icle on im p rovin g m obile UX on our websit e.
A/ B testing
A/ B t est in g m ean s you t est your origin al p age (A) versus a variat ion
p age (B), t o see wh ich version p erform s bet t er. 50 % of your visit ors
will be sh own version A, an d 50 % will be sh own version B. You will
t est for a cert ain am oun t of t im e (usually a week or t wo), an d see
wh at t h e diļ eren ces are bet ween t h e t wo version s. In gen eral,
t h e variat ion t h at m ade you m ore m on ey or subscribers will be t h e
variation you will go for.
36. 36
However, you do h ave t o act ually t h in k about wh at you’re goin g
t o t est . If you’re t est in g wildly in h op e of fin din g a gold n ugget ,
A/ B t est in g can be a real wast e of t im e. Th at ’s wh y you n eed t o
use A/ B t est in g t o address im p ort an t issues on your sit e. Before
st art in g an y A/ B t est , m ake sure you follow, or at least t h in k
about , t h ese st ep s:
1 Use your an alyt ics. You can use your an alyt ics t o Ľn d p ages
t h at h ave issues. Are you seein g p ages t h at get (a lot of) t raĿ c,
but n o sales for in st an ce?
2 Fin d your In t en sive Care Pages. You’ll p robably Ľn d m ore
t h an on e issue in your an alyt ics. Th at ’s wh y you n eed t o focus
on your In t en sive Care Pages. In t en sive Care Pages are t h e
p ages t h at are t h e m ost im p ort an t . Th ese are usually your
sales p ages.
3 Id eas of im p rovem en t . Com e up wit h a way t o im p rove t h ese
p ages for your visit ors. You can do t h is by usin g surveys, or in
som e cases just com m on sen se.
4 Hyp ot h esize. You n eed t o use h yp ot h eses. Th is basically m ean s
you writ e down wh at you t h in k will ch an ge an d wh y t h is ch an ge
will occur, accordin g t o you.
5 Test t h e big ch an ges Ľ rst . Th ere’s n o n eed t o get lost righ t
away in t est in g every sin gle sm all ch an ge you can t h in k of.
Com bin e m ost of your ideas (to go) in to on e big ch an ge. If th is
variation works better, you can th en start op tim izin g for th e
sm aller th in gs.
37. 37
6 Double ch eck your Ľ n din gs. Som e A/ B testin g tools, wh ich we’ll
go in to n ext, are kn own to h ave som e issues. So always double
ch eck th e Ľn din gs of your tools to th e actual h ard data from
your busin ess.
You can read m ore about p lan n in g an d h yp ot h esizin g your A/ B t est
on yoast .com .
A/ B testing tools
Th ere are a few t ools sp eciĽcally for A/ B t est in g out t h ere, m ost of
wh ich are p ret t y sim ilar. At Yoast we use con vert .com , but t h ere are
ot h er t ools such as Visual Websit e Op t im izer an d Op t im izely. It ’s up
t o you t o ch oose wh ich ever you p refer m ost , but our p referen ce is
clearly Con vert Exp erim en t s (con vert .com ).
Ap art from t h e t ools p erform in g t h e act ual A/ B t est s, t h ere are also
a lot of t ools t h at can h elp you Ľn d out wh ere your p roblem areas
lie. Here’s a list of t ools you m igh t Ľn d h an dy t o use:
• Google An alyt ics
• CrazyEgg
• Hot Jar
Data pollution
Wh en run n in g t est s, you sh ould always keep in m in d t h at dat a
p ollut ion is a fact or. It ’s always h ard t o kn ow wh et h er t h e result of
your t est is act ually t h e result of your t est . Wh ile run n in g t est s on
a websit e, esp ecially big sit es, t h ere are a lot of t h in gs ‘p ollut in g’
38. 38
your dat a. Th is is because t h ere are always t h in gs goin g on on an d
aroun d your websit e; you’re ch an gin g an d t weakin g t h in gs, you’re
bloggin g, you’re bein g act ive on social m edia an d so fort h . Th ese
are t h in gs t h at can an d p robably will in ľ uen ce your dat a.
Th ere’s n ot h in g we can really ch an ge about t h is, but you do h ave t o
keep it in m in d. If you don ’t wan t t h is t o h ap p en , you basically h ave
t o run your t est for at least a week an d n ot do an yt h in g else t o your
websit e. For an yon e run n in g a busin ess, t h is is n ext t o im p ossible.
Th e m ain t akeaway h ere is t h at you sh ouldn ’t fool yourself. Wh ile
t h e result s are good guidelin es an d p robably a good rep resen t at ion ,
t h e result s will p robably n ot t ran slat e 10 0 % t o real life. Of course
t h is could work bot h ways. Maybe your win n in g variat ion p erform s
worse t h an t h e t est sh owed, but it could also p erform bet t er.
Checkout
Wh ile A/ B t est in g is im p ort an t , t h ere are quit e a few t h in gs t h at will
gen erally work. Th is sect ion con t ain s a few best p ract ices t h at your
ch eckout sh ould p robably h ave. Obviously, don ’t m in dlessly cop y
t h is, but it ’s a good p lace t o st art .
Progress bar
Th e p rogress bar is act ually feedback t o t h e visit ors. It sh ows t h em
h ow far alon g in t h e p rocess t h ey are an d h ow m uch m ore t o exp ect .
Alon g wit h givin g t h e visit ors in sigh t , it also m akes p eop le wan t t o
Ľn ish t h e st ep s, a p rocess called ‘gam iĽcat ion ’. An d t o t ake t h is
39. 39
p osit ive feedback on e st ep furt h er, you could m ake your p rogress
bar so you always en t er in st ep 2 out of 4 of t h e ch eckout p rocess.
Th e reason beh in d t h is is t h at t h e visit or h as act ually already t aken
t h e biggest st ep : clickin g t h e buy but t on . An d a decision like t h is is
som et h in g t h at sh ould be rewarded.
Figure 5: progress bar, gamiȴ cation
Continue shopping
Wh en p eop le en t er your ch eckout , you h ave t o m ake sure t h is is n ot
just a closed oļ sect ion of your websit e. Allow p eop le t h e op t ion t o
keep sh op p in g. A sim p le lin k t o brin g p eop le back t o t h e gen eral
sh op can be en ough .
Caching
It h ap p en s quit e oft en t h at p eop le add a p roduct t o a cart , but don ’t
buy it righ t away. However, t h ese p eop le are likely t o com e back t o
your websit e t o Ľn ish t h e t ran sact ion . To cat er t h ese p eop le, it ’s
im p ort an t t o in crease t h e cach in g t im e of your sh op p in g cart an d
ch eckout . Th is basically m ean s your websit e will rem em ber wh at ’s
in t h e cart / ch eckout for a visit or for a lon ger p eriod of t im e.
In crease it t o about 24 h ours an d you will h ave covered m ost of t h e
p eop le likely t o com e back.
40. 40
Yoast Tip
Want to know more about user experience and conversion rate
optimization?Check out our eBook UX & Conversion from a holistic
SEO perspective!
42. 42
The basics of SEO copywriting
Th e t ext on your websit e is a very im p ort an t fact or in Google’s
algorit h m . Google sp iders your t ext an d in dexes t h e relevan t words.
Your t ext sh ould t h us be writ t en in such a way t h at your keywords
an d search t erm s h ave a p rom in en t p lace. However, usin g your
keywords t oo oft en severely dam ages t h e readabilit y of your t ext .
In t h is ch ap t er, we will give som e p ract ical t ip s an d t each you t h e
basics of SEO cop ywrit in g.
Writing your text: Think before you write
Cop ywrit in g is a t rue p rofession . It can be quit e h ard. An d cop y-
writ in g in order t o op t im ize your websit e for search en gin es m akes
t h e job even h arder. Make sure t h e m ission of your p roduct is cryst al
clear. Write it down . Th in k h ard about th e m essage of your text. Wh at
do you wan t t o t ell your readers? An d wh at is t h e p urp ose of your
t ext ? Wh at do you wan t your readers t o do at t h e en d of t h e p age?
Writ e down t h e an swers t o t h ese quest ion s before you st art writ in g.
SEO copywriting: Use your keywords wisely
Of course, t h e keywords an d search t erm s you wan t t o be foun d
for will h ave a p rom in en t p lace in your t ext . But m ake sure t h at
you don ’t use t h ese search t erm s t oo oft en . If you wan t t o ran k
for a cert ain t erm - say ch ildren ’s clot h es - an d you writ e a t ext
wh ich h as t h e words ch ildren ’s clot h es in every sen t en ce, ch an ces
are t h at your audien ce will be p ret t y an n oyed. Your t ext just isn ’t
43. 43
readable an ym ore. Keep in m in d t h at Google wan t s t o facilit at e it s
users. Users wan t t ext s t h at are un derst an dable, well st ruct ured
an d easy t o read.
Yoast Tip
Not sure what keywords ȴ t your audience?Check out this post about
keyword research tools!
As a gen eral rule of t h um b: t ry t o p ut down your search t erm s in
about 1 t o 2 p ercen t of your t ext . Make sure your art icles h ave a
m in im um of 30 0 words. So in an art icle of 30 0 words, you sh ould
m en t ion your search t erm s 3 t o 6 t im es. Th e m in im um of 30 0 words
isn ’t an exact scien ce, of course, n or is t h e am oun t of keyword
m en t ion s, but 30 0 is a decen t m in im um n um ber of words for an
art icle t h at n eeds t o sh ow aut h orit y.
Yoast Tip
In our eBook Content SEO, we explain how to write well structured,
high quality copy that has a clear objective.
Use of subheadings
If you writ e lon ger t ext s an d wan t p eop le t o Ľn d t h eir way in your
art icles, you sh ould use subh eadin gs. Headin gs h elp Google t o grasp
t h e m ain t op ics of a lon g p ost an d t h us can h elp in your ran kin g.
Use of subh eadin gs will p robably let you get away wit h usin g t h e
44. 44
keyword less. Subh eadin gs will lead p eop le, h elp t h em scan your
page, an d m ake th e structure of your articles th at m uch clearer.
Make sure t h at your keywords are used in t h e subh eadin gs, but
do n ot p ut your keyword in every subh eadin g (as it will m ake t h e
t ext un readable). You can read m ore about h eadin gs in on e of
Mich iel’s p ost s.
Make sure you add p ict ures or illust rat ion s t o your t ext wh ich Ľt
t h e con t en t of your st ory. Wh en you p ut a p ict ure in your art icle,
always t ry t o add an alt t ag (con t ain in g your keyword) t h at is st ill
descrip t ive of t h e im age.
Beware of over-optimization
Over- op t im izat ion in your cop ywrit in g can result in Google t h in kin g
you’re t ryin g t oo h ard. Google will t h en p ush your websit e down in
t h e search result s. Always keep your audien ce in m in d an d writ e
t ext s t h at are aim ed at your audien ce an d easy t o read.
Yoast Tip
Writing great copy is a skill you can learn. In our SEO copywriting
training we will help you master this skill. You’ll ȴ nd all our courses at
Yoast Academy.
45. 45
Content writing with the Yoast SEO plugin
Our Yoast SEO p lugin act ually h elp s you t o writ e a SEO- frien dly t ext .
If you wan t t h e h elp of our p lugin you sh ould st art by ch oosin g your
focus keyword an d en t erin g it in t h e ap p rop riat e box. Th is is t h e
m ost im p ort an t search t erm you wan t p eop le t o Ľn d t h is p art icular
p age for. Our p lugin act ually m easures m an y asp ect s of t h e t ext you
are writ in g an d h elp s wit h m akin g your t ext SEO- frien dly. We will
describe t h e m ost im p ort an t on es:
1 Th e p lugin allows you t o form ulat e a m et a descrip t ion . Th is
descrip t ion h as t o be a sh ort t ext wh ich in dicat es t h e m ain t op ic
of t h e p age. If t h e m et a descrip t ion con t ain s t h e search t erm
p eop le use, t h e exact t ext will be sh own by Google un dern eat h
your URL in t h e search result s.
Figure 6: Yoast SEO Premium
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2 Th e plugin an alyzes th e text you write. It calculates a Flesch
readin g ease score, wh ich in dicates th e readability of your article.
Th e Flesch readin g ease score for exam ple takes in to accoun t th e
len gth of sen ten ces. Th e plugin also ch ecks th e use of passive
voice, th e len gth of sen ten ces an d paragraph s, an d th e use of
tran sition words. It’s a great tool to h elp you write excellen t texts.
3 Th e p lugin does a p ret t y big n um ber of ch ecks.It ch ecks wh et h er
or n ot you used your keyword in im p ort an t locat ion s: t h e art icle-
h eadin g, t h e t it le of t h e p age, t h e URL of t h e p age, t h e con t en t of
t h e art icle an d t h e m et a- descrip t ion . Th e p lugin also ch ecks t h e
p resen ce of lin ks in your art icle an d t h e p resen ce of im ages in t h e
art icle. It calculat es t h e n um ber of words an d t h e den sit y of usage
of t h e focus keyword in t h e art icle. Above t h at , t h e p lugin also
ch ecks wh et h er or n ot ot h er p ages on your websit e use t h e sam e
focus keyword, t o p reven t you from com p et in g wit h yourself.
If you writ e a t ext wh ich is relat ively SEO frien dly (based on t h e
asp ect s m en t ion ed before) t h e p lugin will in dicat e t h is wit h a green
bullet . Writ in g p ages wit h green bullet s will h elp you im p rove t h e
ran kin g of t h e p ages on your websit e. Plus, your visit ors will get t o
read t h e qualit y con t en t t h ey cam e for.
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Figure 7: the (green) bullets in the Readability tab
Yoast Tip
The gamiȴ cation of the page analysis within our Yoast SEO plugin
helps you to upgrade the SEO-friendliness of your post. It can be a
fun game to get as many green bullets as possible! However, be
aware of The temptation of the green bullet!
Keeping your site up to date
Th ere are m an y m yt h s aroun d h avin g t o keep your sit e up dat ed
for Google. It ’s n ot en t irely clear wh et h er regularly up dat in g
your websit e leads t o a h igh er ran kin g in Google. But our advice
is sim p le: m ake sure t h at you regularly work on your websit e.
Addin g an art icle regularly t o your websit e will do t h e t rick, wh ich is
wh y a blog is very useful. Addin g act ual an d fun ct ion al in form at ion
t o your websit e will give Google t h e idea t h at your websit e is alive.
If it is n ot an act ive websit e, Google will crawl it less oft en an d it
48. 48
m igh t becom e less ap p ealin g t o Google t o in clude t h e p age in t h e
search result s. Next t o t h at , m ake sure you keep your corn erst on e
con t en t up - t o- dat e.
Yoast Tip
Cornerstone articles are the most important articles on your website.
Read more about this in chapter 11 of our eBook Content SEO!
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It’s is all about improving the web
Yoast h elp s you op t im ize your websit e in m an y ways. Wit h our
blogp ost s on yoast .com , we give lot s of free advice on h ow t o do
t h is op t im izat ion yourself. For t h ose wh o’d rat h er h ave p rofession al
advice for t h eir websit e, we sell Websit e reviews. Wit h a review like
t h is, we’ll go over your en t ire sit e t o ch eck every bit of it . Based on
our review- Ľn din gs, we give you som e recom m en dat ion s on h ow
t o op t im ize your sit e’s SEO, user exp erien ce, con version rat e an d
m ore! Yoast also oļ ers several p lugin s, free an d p rem ium . Th ese
p lugin s h elp t o op t im ize your websit e in a very easy way. Our m ost
im p ort an t p lugin is t h e Yoast SEO p lugin , but we also oļ er Video,
Local, WooCom m erce an d News p lugin s. Besides t h at , we oļ er
eBooks an d courses.
At Yoast we’re con st an t ly evolvin g an d sh arin g our kn owledge. We
t ry t o learn as m uch as we can an d we’re eager t o sh are our Ľn din gs
wit h t h e rest of t h e world. At t h e m om en t , t h ere are m ore t h an
30 p eop le workin g at t h e oĿ ce in Wijch en . An d we’ve got m ore
em p loyees workin g for us from all aroun d t h e world, t o m ake sure
we’re able t o give sup p ort on our p lugin s 24 / 7.
In t h e fut ure, we h op e t o keep on growin g an d develop in g our
com p an y. Th e im p ort an ce of a h ealt h y an d frien dly work en viron -
m en t will st ay our n um ber on e p riorit y. Wit h t h e en t h usiasm of
our em p loyees an d our users, we’re lookin g forward t o all t h e great
t h in gs we’ll be exp erien cin g in t h e fut ure.
