{"id":18084,"date":"2018-03-08T12:30:41","date_gmt":"2018-03-08T12:30:41","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=18084"},"modified":"2018-03-08T12:30:41","modified_gmt":"2018-03-08T12:30:41","slug":"your-guide-to-yoast-on-page-optimisation","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/your-guide-to-yoast-on-page-optimisation\/","title":{"rendered":"Your guide to Yoast on-page optimisation"},"content":{"rendered":"<p>This is part two of our tutorial on using the WordPress plug-in Yoast to optimise your website. While in part one we&#8217;ve explained <a href=\"https:\/\/www.heartinternet.uk\/blog\/quickly-optimising-clients-sites-using-yoast\/\">how to use Yoast to optimise your site for search engines<\/a>, in this second part you&#8217;ll learn how to use the plug-in for on-page optimisation.<\/p>\n<h2>The all-green-lights obsession<\/h2>\n<p>While Yoast is very useful for on-page optimisation, keep in mind that this is a tool. And like any tool, you need to use your own judgement and knowledge when deciding whether to apply the advice and recommendations it suggests.<\/p>\n<p>So let\u2019s review some situations and see when to follow Yoast\u2019s recommendations and when it\u2019s best to ignore them and use your own knowledge and expertise to optimise the content on a page.<\/p>\n<h3>Title optimisation<\/h3>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18085\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-title-optimisation.png\" alt=\"Screenshot of the snippet editor in Yoast\" width=\"650\" height=\"423\" \/><\/p>\n<p>Here are the key things you should know about the title:<\/p>\n<ul>\n<li>It\u2019s the backbone of the URL structure<\/li>\n<li>The title will also be the H1<\/li>\n<li>Unless you edit it manually, it will be the Title Tag in SERPs<\/li>\n<\/ul>\n<p>To optimise the title of a page, we recommend you to:<\/p>\n<ul>\n<li>Include a relevant keyword or keyword phrase in the title<\/li>\n<li>Keep it short (but not too short) and sweet. Google will display roughly 60-63 characters in the search results so make the most of this space<\/li>\n<li>Make it descriptive and easy to read<\/li>\n<li>Whenever relevant, add numbers or catchy words to entice users to click through to your site<\/li>\n<li>Do not over-promise and under-deliver, otherwise you\u2019ll end up disappointing visitors who will leave the website in seconds, never to come back.<\/li>\n<\/ul>\n<p>To properly optimise slug URLs, you should:<\/p>\n<ul>\n<li>Remove stop words like \u201ca\u201d, \u201cand\u201d, \u201cthe\u201d to shorten URLs<\/li>\n<li>Remove any special characters like punctuation marks, hashtags, currency signs. These will make the URL \u201cugly\u201d and encoding will increase the length of the URL.<\/li>\n<\/ul>\n<p>When it comes to the title tag:<\/p>\n<ul>\n<li>This will most likely be the title of the blog post<\/li>\n<li>The maximum length should be between 60 and 63 characters<\/li>\n<li>Depending on the <a href=\"https:\/\/www.heartinternet.uk\/blog\/quickly-optimising-clients-sites-using-yoast\/\">Yoast title template setup<\/a>, you\u2019ll need to consider if the site name is being added at the end of the title tag as this will eat up space from the title length.<\/li>\n<\/ul>\n<h3>Meta Description Optimisation<\/h3>\n<p>Here are some things to keep in mind when optimising your meta description:<\/p>\n<ul>\n<li>The meta description should summarise the article and also include words that are relevant to the content found on the page<\/li>\n<li>You should include the topic to increase the chances of the meta description showing up in SERPs whenever there\u2019s a search query that matches that topic. If you don\u2019t include it, you might end up seeing different snippets of text that include that topic, but might not be the most compelling option found on page.<\/li>\n<li>It should be catchy to entice people to click through to the page<\/li>\n<li>Try to keep the length between 150 and 155 characters<\/li>\n<\/ul>\n<h3>Social Media Optimisation<\/h3>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18087\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-social-optimisation.png\" alt=\"Screenshot of the Social Media section in the Yoast settings\" width=\"650\" height=\"364\" \/><\/p>\n<p>This is where you can choose how you want your post to look when it\u2019s shared on Facebook. You can customise the title, the description as well as the image that you want displayed alongside the post.<\/p>\n<h3>The Advanced Tab<\/h3>\n<p>Here is where things get a bit more technical:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18089\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-advanced-tab.png\" alt=\"Screenshot of the Advanced tab in the Yoast plug-in\" width=\"650\" height=\"126\" \/><\/p>\n<p>If, for any reason, you don\u2019t want to have the article indexed, you can change the meta robots to noindex:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18092\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-no-index.png\" alt=\"Screenshot of the Meta Robots Index and Meta Robots Follow section in the Yoast plug-in\" width=\"650\" height=\"130\" \/><\/p>\n<p>You can choose to noindex in a variety of situations, like when you write a short article where you make an announcement or when the content is not unique.<\/p>\n<p>And if you first publish an article on Medium and then decide you want to add it to your blog as well, it\u2019s best to edit the canonical and include the original source:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18093\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-cannonical.png\" alt=\"Screenshot of the canonical URL section in the Yoast plug-in\" width=\"650\" height=\"87\" \/><\/p>\n<p>If throughout the article you\u2019ve made references to external sources that you don\u2019t want to link to or to endorse, then simply edit the meta robots to nofollow.<\/p>\n<h2>Is Your Content Easy to Read?<\/h2>\n<p>Yoast provides a <a href=\"https:\/\/yoast.com\/content-analysis-methodological-choices-explained\/\" target=\"_blank\">Readability analysis tool that\u2019s based on an internal algorithm<\/a>, which offers recommendations to make a text easier to read and to understand.<\/p>\n<p>While <a href=\"http:\/\/www.talkaboutcreative.com.au\/yoast-seo-fails\/\" target=\"_blank\">some advise against using Yoast\u2019s Readability tool<\/a>, saying it\u2019s problematic, we find that there are some useful aspects to using it. Even Yoast admits that the <a href=\"https:\/\/yoast.com\/yoast-seo-readability-analysis\/\" target=\"_blank\">readability tips shouldn\u2019t be implemented without considering the context and industry<\/a>.<\/p>\n<p>The purpose of any piece of content is to offer useful information to your audience that\u2019s easy to digest, no matter if users read it or listen to it using virtual assistants like Alexa, Siri or Google Assistant.<\/p>\n<p>The readability analysis is based on the Flesch Reading Ease scale for text readability and it includes four scales:<\/p>\n<ul>\n<li>A score up to 30 means that the text is difficult to read. The sentences are, on average, 37 words long.<\/li>\n<li>A score between 30 to 64 means that the text is still a bit hard to read. Usually, the sentences have around 25 words.<\/li>\n<li>A score between 65 to 100 indicates that the text can be understood, with sentences including between 15 and 20 words<\/li>\n<li>A score of 100 means that the text is very easy to read, with short sentences of 12 words or fewer.<\/li>\n<\/ul>\n<p>When creating your content, make sure you always consider your audience. When you know who you\u2019re writing for, it\u2019ll be easier to adapt your language. But regardless of that, you should always aim for simple language and content that\u2019s easy to read and to understand.<\/p>\n<p>Now, if you\u2019re working in a more technical field where you need to include jargon or terminologies, don\u2019t be afraid to use them just because you might get a lower readability score. In some cases, it really is necessary.<\/p>\n<p>When it comes to blogging, write your articles in plain English and try to use active voice as it\u2019s simpler and more direct.<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18094\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-readability.png\" alt=\"Screenshot of Yoast's Readability tab\" width=\"650\" height=\"357\" \/><\/p>\n<p>In addition to using simple language and writing in short paragraphs, you should also add sub-headings to break up large chunks of text into smaller, more manageable pieces. This will help to make the content scannable and more engaging.<\/p>\n<p>Try to add a mix of shorter and longer sentences and, whenever possible, add transition words to break up longer sentences. So use the tool to check and see where there\u2019s room for improvement.<\/p>\n<h2>Keyword Analysis<\/h2>\n<p>Do note that the tool offers different options for free and paid subscriptions. While the free version offers recommendations for one keyword only, with Yoast SEO Premium you can optimise one article for multiple keywords.<\/p>\n<p>Let\u2019s review these recommendations one by one:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18095\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-keywords.png\" alt=\"Screenshot of Yoast's analysis once you enter a focus keyword\" width=\"650\" height=\"391\" \/><\/p>\n<h3>Yoast Keywords Recommendations<\/h3>\n<blockquote>\n<p>No focus keyword was set for this page. If you do not set a focus keyword, no score can be calculated.<\/p>\n<\/blockquote>\n<p>A focus keyword is the main keyword of the product page or the topic of the article. For example, if the article is called \u201cSeven design tips for mobile websites\u201d, the main topic of the article is \u201cdesign tips\u201d. However, since it\u2019s covered from a mobile perspective, the focus keyword of this article should be \u201cdesign tips for mobile websites\u201d.<\/p>\n<blockquote>\n<p>You\u2019re linking to another page with the focus keyword you want to rank for<\/p>\n<\/blockquote>\n<p>You may be linking to another article that covers the same topic, but from a different angle. That\u2019s why it is best to choose a focus keyword that\u2019s more specific, and not a general keyword. Say you have five articles that cover the graphic design topic, but one of them is an all-in-one guide and the others cover different angles of the topic. Use the Cornerstone analysis to point out which is the main one (we\u2019ll cover this topic later in the article).<\/p>\n<blockquote>\n<p>Keyword not included in the title \/ &amp; subheadings<\/p>\n<\/blockquote>\n<p>Yoast can\u2019t tell the difference between the singular and the plural versions of a noun. For instance, if the focus keyword is \u201cmodern design tip\u201d and the title is \u201cSeven modern design tips&#8230; no one cares about\u201d &#8211; the title includes the focus keyword but, because plural being used, Yoast will display this message:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18096\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-focus-keyword.png\" alt=\"Screenshot of a Yoast keyword recommendation stating that the focus keyword does not appear in the SEO title\" width=\"605\" height=\"52\" \/><\/p>\n<p>Google relies heavily on machine learning to determine context and to make connections. This means that it no longer goes for exact matches. So when it comes to sub-headings, go for a holistic approach: focus on context and use synonyms and keyword variations throughout the content.<\/p>\n<blockquote>\n<p>The SEO title contains the focus keyword, but it does not appear at the beginning; try and move it to the beginning.<\/p>\n<\/blockquote>\n<p>While it\u2019s necessary to have the topic in the title of the article, only position it at the beginning if it makes sense. If adding the topic at the beginning of the title makes it sounds unnatural, simply skip this recommendation. At the end of the day, you\u2019re writing for people, not search engines.<\/p>\n<blockquote>\n<p>You\u2019ve used this focus keyword before<\/p>\n<\/blockquote>\n<p>This is similar to the \u201cYou\u2019re linking to another page with the focus keyword you want to rank for\u201drecommendation. Use this advice to your benefit when creating product pages to avoid having two product pages competing against each other in SERPs. Otherwise, for articles it\u2019s ok to skip it if there is no suspicion of duplicate content.<\/p>\n<blockquote>\n<p>The focus keyword doesn&#8217;t appear in the first paragraph of the copy. Make sure the topic is clear immediately.<\/p>\n<\/blockquote>\n<p>If the title includes the topic, you may use a variation of that keyword or keyword phrase in the first paragraph in order to avoid repetition.<\/p>\n<blockquote>\n<p>The keyword density is X%, which is too low\/high; the focus keyword was found X times.<\/p>\n<\/blockquote>\n<p>This recommendation is useful as it highlights when a focus keyword is being used too many times in the text. According to Yoast\u2019s recommendations, a good density is between 0.5% and 2.5%.<\/p>\n<p>Yoast focuses on finding the exact match query in the text and counts how many times it was found. If you\u2019re using the free version, this recommendation won\u2019t be of much help. But if you\u2019re using the Premium version, you can include keyword variations to make sure you haven\u2019t gone overboard with repeating the focus keyword.<\/p>\n<h3>Yoast Meta Data and URL Recommendations<\/h3>\n<blockquote>\n<p>The page title is wider than the viewable limit.<\/p>\n<\/blockquote>\n<p>This tells you that the title tag is too long and it will get cut out in the search engine results. The default template for it is <em>%%title%% %%page%% %%sep%% %%sitename%%<\/em>. So if you usually go for longer titles, you may want to edit the default and remove the sitename part.<\/p>\n<blockquote>\n<p>No meta description has been specified. Search engines will display copy from the page instead.<\/p>\n<\/blockquote>\n<p>Try to come up with a unique meta description that\u2019ll entice users to click through to your site and read more.<\/p>\n<blockquote>\n<p>The SEO title is too short. Use the space to add keyword variations or create compelling call-to-action copy.<\/p>\n<\/blockquote>\n<p>If the title covers the topic and it\u2019s catchy (meaning it is not just a general \u201cGraphic Design Ideas\u201d) don\u2019t feel compelled to make it longer just because Yoast suggests it.<\/p>\n<blockquote>\n<p>The slug for this page contains a stop word, consider removing it.<\/p>\n<\/blockquote>\n<p>This recommendation was covered in the URL optimisation section above.<\/p>\n<blockquote>\n<p>The slug of this page is too long<\/p>\n<\/blockquote>\n<p>You can shorten the slug, just make sure to keep it relevant to the article, especially if you have more articles on the same topic. After all, not all slugs can be www.yoursite.uk\/graphic-design-tips\/.<\/p>\n<h3>Yoast Image Recommendations<\/h3>\n<blockquote>\n<p>The images on this page are missing alt attributes.<\/p>\n<\/blockquote>\n<p>This is a very useful reminder as many of us forget to name our images. The alt tag is used as a placeholder for when graphics can\u2019t be rendered and for visually impaired people.<\/p>\n<p>Here are some tips for setting the alt attribute:<\/p>\n<ul>\n<li>Make sure it\u2019s descriptive so users know what it\u2019s about even if they don\u2019t or can\u2019t see it<\/li>\n<li>The name of the image file automatically becomes the TITLE of the image, so use a short and descriptive file name and not the default stock photo name<\/li>\n<li>Don\u2019t stuff the ALT or file name or TITLE with keywords<\/li>\n<li>There\u2019s a 16 words limit for the ALT TEXT so make sure to take advantage of that useful space<\/li>\n<\/ul>\n<h3>Others<\/h3>\n<blockquote>\n<p>No outbound links appear in this page, consider adding some as appropriate.<\/p>\n<\/blockquote>\n<p>Sometimes you may need to link to other articles or pages on your site or from external sites to give users more information. Other times, your article can be so in-depth that you don\u2019t need to link to other resources.<\/p>\n<p>Don\u2019t feel compelled to link out just because Yoast suggests it. But if it makes sense and you link to another website, consider if the link should be follow or nofollow.<\/p>\n<h2>Cornerstone Content<\/h2>\n<p>The cornerstone option focuses on highlighting the best content on your website. So, by marking those blog posts that you consider to be the best, you\u2019re telling Yoast which content matters the most.<\/p>\n<p>This is a useful option for internal linking as whenever you\u2019re posting a new article on the topic, Yoast will remind you to link to the cornerstone article so that the popular article gets some link juice.<\/p>\n<p>You can access the cornerstone articles from the All Posts section and also check how many internal backlinks each one has. It\u2019s a quick overview on the internal linking for the most important articles:<\/p>\n<p align=\"center\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18097\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/yoast-conerstone.png\" alt=\"Screenshot of the WordPress Cornerstone Content section\" width=\"650\" height=\"82\" \/><\/p>\n<p>When it comes to cornerstone article ratings, you\u2019ll need to put in some effort to get a high score. For example, you\u2019ll notice the green button light up when the content is over 900 words, as opposed to the 300 words regular limit.<\/p>\n<p>But don\u2019t obsess over word count or any other of Yoast\u2019s recommendations. And definitely don\u2019t fall into the green light button trap. These are only suggestions for improvement. Sometimes they\u2019re valid, other times they don\u2019t make sense. It\u2019s up to you to use your judgement and skills to decide what works for you and what doesn\u2019t.<\/p>\n<p><em>We hope you found this on-page Yoast optimisation guide useful. If you have any questions, let us know in the comments section below.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the second part of our guide on this popular WordPress plug-in, we look at how to use Yoast for on-page optimisation, including tricks and tips for getting those green lights!<\/p>\n","protected":false},"author":2,"featured_media":17652,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,27],"tags":[],"class_list":{"0":"post-18084","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-search-engine-tips","8":"category-wordpress"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Your guide to Yoast on-page optimisation - Heart Internet<\/title>\n<meta name=\"description\" content=\"In the second part of our guide on this popular WordPress plug-in, we look at how to use Yoast for on-page optimisation, including tricks and tips for getting those green lights!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.heartinternet.uk\/blog\/your-guide-to-yoast-on-page-optimisation\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your guide to Yoast on-page optimisation - 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