How to Prepare for Brexit

prepare for brexit but not really

Warning: this article actually has nothing to do with how to prepare for Brexit. So if you’re a hopeful British resident, you’re annoyed. My apologies. My objective is to show how you can write a Yoast-friendly article that still fails to meet a reader’s expectations. Hopefully, you won’t get fooled again.

That last bit, a nod to British rock band The Who, is the perfect opportunity to use an outbound link. Yoast loves an outbound link. Of course, that song link has zero to do with how to prepare for Brexit. Yoast also loves an internal link. When aiming to write relevant, search-friendly content, remember that search engines and Yoast like to see both. Of course, links that are out of content context don’t help to promote you. (Nor does it help you prepare for Brexit.)

Before you get the idea that Yoast is a bad tool, it’s not. I’m a big Yoast fan. Good content creators use it faithfully. Unfortunately, so do not-so-good ones. Green Light Yoast ScoreYou can write a “green light” article that checks all the boxes on the SEO app’s list. That doesn’t mean its content is relevant to the reader – or to your brand messaging. Yoast’s developers give a busy blogger guidance. The tool is straightforward. If you’re a harried business owner who’s trying to get a post out, your content is likely relevant. An auto repair shop isn’t going to write about making muffins.

That ease-of-use is the app’s genius. Web designers and developers use it. Writers demand it. After all, search-friendly content is a must. Why not make it easier to achieve?

Are you using Yoast as a crutch or for guidance?

The problem is that the free content writers rely on it overmuch. When you get an offer to write free content for your blog, those folks are check-listing hard. An article that should relate to your yoga studio’s differentiators may hit all the check-list marks but not elevate your services. This is all-too-common in the freebie samples that I’ve reviewed for friends and peers.

A good content writer aligns with your marketing message, includes your target key search word(s), and elevates your knowledge, products or services.

  • External (outbound) links will reference appropriate materials that strengthen credibility.
  • Internal links will connect to related services or other posts within your website.
  • Photos or graphic images will have alt-tags and add visual support to your article.

So maybe you didn’t learn how to prepare for Brexit.

But I hope that perhaps you learned a little more about content and search. Absolutely, write search-friendly content. Go for the green light score! Just be sure you’re using Yoast not only to rank in search-engines, but also to advance your expertise, your differentiators.

The Secret to Consistent Content Publication

Consistent content - is Queen

or “If Content is King, then Consistency is Queen”

I posted that quote – from an anonymous source – not long ago on my business Facebook Page. Because it’s true. Consistent content publication is one of the primary reasons ongoing marketing communications clients seal the deal with me for content writing. Consistent content, getting their message to their audience regularly, is top of their marketing list.

Crown consistency. Put a big ol’ sparkly tiara on it. The easiest way to get that going is to schedule time on your calendar with your content writer. A weekly 15–minute conversation is what works for most of mine.

What can be done in a quarter hour? 15 minutes of content focus.

  • Discuss and decide upon a timely topic. Your response to an industry survey, a new product or service roll-out.
  • Establish the message, aka the benefit to the audience. “The survey reports ____. Our product helps you beat the odds by doing ____.”
  • Choose keywords and phrases. Your search analytics can help here. Based on the topic, what search terms or phrases might be used?

A strong content writer will be able to tighten the focus and help the topic come to life. You’ll want to provide your content writer with a couple of relevant URLs or the appropriate survey / report to use as resources. I’ve a couple of clients who use this method. We chat for a moment about what’s the hot topic for the week, or what they’ve had come up with their own clients. Then we move on to how it can tie into their product or service(s) and the client “what’s in it for me” (WIIFM) message. Finally, and this works best when they’re referring to search analytics, we decide what key terms and phrases to work into the article.

“How often should we publish?” Ask instead how consistently you should publish.

Turn calendar reminders into a friendly nag. Choose your timing and do your darnedest to stick with it. If we have a call weekly, I’ll get you a weekly article. If every two weeks, then you’ll get an article every two weeks. When the article gets published – that’s up to you. Just remember: consistency is queen!