Titling, categorization and tagging rules for online publishing with WordPress blogs
We recommend taking a little extra time to optimize your old articles (whether they are evergreen or not) in order to make that content as valuable to your blog (and audience) as possible.
The following style guide for unleashing your print archives into a blog is specific to WordPress in terms of folksonomy, but can be applied to any type of blogging platform.
Rule #1: Include at least one primary or secondary keyword phrase in your blog titles and subhead.
Why? Because blog titles are so specific, you might choose to use a secondary keyword in your title (like “repurposed content” in the case of this blog) and a primary in your subhead (like “online publishing”). If you want to get ranked on a keyword in search engines (and you do), this is your prime real estate to display them. Read more on keyword research for blog titles…
Rule #2: Make sure your blog is set up to define your title and subhead in H tags.
Why? H1, H2 and H3 are highly regarded by Google as defining what a page is “about”.
Rule #3: Use a plugin like HeadSpace to gain control over the meta description of your articles and make sure you include atleast one primary or secondary keyword in there as well.
Why? If you aren’t able to write your own meta title or description, search engines will decide what to use on their own. What they choose is not always what you’d like to show up.
Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.
Rule #4: Assign posts to a single category.
Why? From testing, it’s become abundantly clear that assigning single categories to articles boosts ranking on the category title. Hopefully your categories (or topics) are named as keywords that you want to be ranked on. This can also avoid duplicate content.
Rule #5: Include a text ad (using an ad server or a simple PHP call) in every post that links to free product.
Why? This is just another way to increase your website conversion rate. A no-risk offer like a free product is perfect for turning website visitors into email subscribers. Set up text ads to display relevant offers, rather than generic ones.
Rule #6: Load your entire keyword universe as WordPress tags, and assign all applicable tags to your posts.
Why? This shows Google what keywords your article is targeting, but more importantly, it helps you stay on track for optimizing the article at hand.
Rule #7: Assign an author to every post (and make sure your author pages are set up to promote your free products and maximize website conversion rates).
Why? The content you’re loading already has assigned authors, so this enables you to follow the same format. It also helps readers develop a relationship with your writers, rather than having a global voice. Depending on your brand strategy, you might skip this rule.
Rule #8: Slip keywords into image “alt” tags and names.
Why? This method will get your ranked in Google images, as well as offering your articles and pages one more place to score a keyword mention.
What’s your style guide for for taking years of old content and repurposing it into a robust Internet hub?