The editorial SEO checklist
Ian Lurie Jun 18 2010
I already gave publishers some SEO tips. Now it’s time to get to the nitty-gritty: The editorial team. By ‘editorial team’ I mean: Writers, editors and anyone who puts their hands on an article before it hits the interwebs.
Publishers have it easy: Make some changes, site- or server-wide, and you’re a hero. Editorial staff have to apply sound SEO and online writing practices to every new article, photo or video. Eck. So, here’s my very short checklist for editorial teams:
- Write descriptive headlines. Make sure your article headline would make sense to the average reader when written on a blank sheet of paper. That headline might show up out of context in an RSS reader, a search result or who-knows-what. So the headline alone must tell the reader what to expect. And, of course, the headline will likely become your article’s title tag, which is key to SEO.
- Forget about wrap. Don’t shorten your headlines or subheads. If they wrap to two lines, it’s OK! This isn’t print, so you have no restrictions in that respect.
- Write descriptive links. In a sentence like ‘Lurie went to prison for 10 years,’ don’t add a ‘click here’ at the end for more information. Make ‘Lurie went to prison,’ or something similar, the link itself. You can also have click here, if you want. Just make sure there’s a descriptive link in place.
- Mention the primary person/topic/event in the article headline. Seems obvious, doesn’t it. Apparently it isn’t. If your article is about BP Oil, make sure BP Oil is in the headline.
- Mention the primary subject in the first paragraph. Again, duh. Yet I see lots of articles that don’t have the name of the person, the description of the key event or whatever else in the first freaking paragraph. Why oh why?
- Resize images in an image editor. I know you’re in a hurry to get that story uploaded. But take the time to resize images properly, using an image editor. Don’t resize them using the content management system or HTML. Image crawlers want to ‘see’ an image file that matches the size and shape of the displayed image.
- Write ALT tags for images. Write an alternate tag for your image that fully describes the image. I guarantee your content management system has a field for the ‘alt’ tag, or uses another field for it. The right ALT tag can help you get that image indexed, and help rank the text around it.
- Give images relevant captions. Put a relevant caption under or near the image, or at least make sure the text of the paragraph before/after that image is related. That helps search engines figure out if the image is relevant, and could get you higher rankings.
- If you write a related story, link to it. If you write a story about squirrel infestations in the New York subway system, and wrote a related story a year ago, link back to it. By connecting the stories, you create a cluster of relevant content.
- Use full names. The first or second time you mention a person or company, use the full name. Not ‘Mr. Lurie’ or ‘Lurie’, but ‘Ian Lurie’. Not ‘BP’, but ‘British Petroleum’. That will give search engines and searchers who look for the full name a better shot at finding you.
It’s about your readers
I didn’t say ‘keyword’ once, did I? That’s because everything I’ve mentioned is equally good for your readers and search engines. It’s also because, if you’re writing for a large publication, your search rankings and traffic will flow naturally from your subject matter. Don’t try to shoehorn in the phrases you think will generate traffic. If you really want to do that, hire an SEO. That way, you can write beautiful prose, and hate the SEO when they mess it up.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More