The ultimate guide to super-charging your product descriptions


There are hundreds of blog pieces out there explaining the value of having a great e-commerce website. They discuss how great e-commerce websites are well-laid out and well-designed. The blogs also speculate that good websites have bold headlines that capture a reader’s attention and easy navigation so that users are more likely to spend time on the site.
Websites can have a positive net effect on converting a visitor into a customer. And the truth is that they can also have the negative effect of turning off a user. This negative effect can happen for a variety of reasons. A messy landing page that is confusing and frustrating to navigate is a common reason.
But a very undervalued aspect of an e-commerce website is the quality and layout of product and service descriptions.
Because in many instances, visitors will only give a website about a minute to grab their attention. If the product descriptions on that page are dull and do not give readers a full idea of what they can expect to receive, the engagement battle to win that visitor’s trust is lost.
So as e-commerce business owners evaluate their existing website, it is vital that they take a close look at their product descriptions to see if they are as effective as possible. And with that in mind, here are a few ways business owners can improve their product descriptions.

Create original product descriptions

One of the things that people can immediately spot when they look at a photograph on a website is whether it is a stock image or whether it is an original image that was taken specifically for the site.
Images are a fantastic way to legitimize a website if they related directly to products and services. But generic pictures immediately signal to visitors that the website (and the company) is not concerned enough with quality to offer genuine photos.
And that is the exact reason why your product descriptions need to be original instead of copied from a manufacturer’s handbook or guide.
When visitors read a description that is generic, all they take away from that description is the function of that product or service. Visitors want companies to give them a reason why they should invest their time and money into buying something other than what they already know about the product or service.
Here are two reasons e-commerce businesses should avoid manufacturer’s descriptions:

  • It is not interesting to read. Business owners must remember that they are competing with thousands of other websites to attract and keep a visitor’s attention. A sure-fire way to bore a visitor and make them go to another site is to force them to read boring, “canned” descriptions that are clearly from a manual.
  • It affects your SEO ranking. Posting generic product descriptions will also affect an e-commerce site’s SEO ranking. That company will likely have the same descriptions that competitors in their industry are using, which means lots of duplicate content. Search engines like Google penalize sites that have duplicate content and much prefer sites that have original content with keywords that are highly relevant to the products and services the business offers.

Explain the benefits

So the question many business owners have is just how they should go about creating original product descriptions.
One of the most effective ways to create original product descriptions is for business owners to put themselves in the mind of visitors to their website who will often ask this question: “What is in it for me?”
The product description should not just explain what the product or service does; it should explain how that product or service solves a problem for the potential customer or satisfies a want or need.
For example, instead of writing that a new smartphone has geolocation services, a better description could be, “This smartphone’s patented geolocation lets you know your exact coordinates, which helps you make your way around town. More importantly, it helps you pinpoint the exact location of a loved one in the event that they go missing.”
The description above provides a feature of the smartphone but ties it into something emotional – the idea that if someone the prospect buyer loves has lost his way, the smartphone can provide comfort and reassurance because it can help locate that person.

Use specific language to provide clarity for visitors

Product descriptions that are generic are usually generic because they use language that is not specific.
Why is that important? Because visitors who come to a landing page are not looking for reasons to buy; they are looking for confirmation that they should not buy. Confused? Put another way, many visitors – including those who arrive at a landing page after making a specific search inquiry – are usually not certain that they are going to buy something on that website.
So the challenge for business owners is to overcome that hesitation and provide as many reasons as possible to convince a visitor to make a purchase.
And some of the biggest causes of buyer hesitation come in the form of these questions:

  • How will the product/service work?
  • What does it look like in real life?
  • What size is appropriate for my needs?
  • How/when will product ship or service be available?
  • What is the return policy if product/service does not match my needs?

But by using specific language and specific images in their product descriptions, business owners can answer every one of these common questions that are barriers for customers to make a purchase.

Add a video demo and a size chart

Adding a quick video demo will help answer the first question about how the product or service works. Including detailed, high-definition images that have 360-degree views will answer what the product looks like in real life.
Adding a sizing chart is an ideal way for visitors to make quick comparisons and decide on the size that matches their needs. On the other hand, having a detailed shipping and return policy and all the options a customer has for both provides comfort and security about the ordering process.
For example, part of a product description could read:
“This smartphone has a one-inch depth and is 8 inches in height, about the same size of an average paperback novel. If you order before midnight, it will ship on the same day and arrive at your doorstep either the next business day if you choose one-day shipping, or within two days if you choose standard shipping. If you are not satisfied with the product for any reason, you have 30 days to return it in the prepaid envelope we provide and receive a full refund or exchange it for an item of equal or lesser value.
The description provides specific language such as “order before midnight,” and “30 days to return” that answers common questions and provides reassurance to a buyer that the company will stand behind its product.

Use compelling titles and relevant keywords

E-commerce business owners should get in the habit of thinking of product descriptions as an essential part of their content.
In doing so, they will better understand the importance of using compelling opening titles for their descriptions as well as relevant keywords that tie directly to their products and services.
What are compelling titles in product descriptions? They are titles that grab a reader’s attention and makes them read that content.
To illustrate, read the two product description titles below, and choose which is more effective.
“New smartphone with features we know you will love,”or “The smartphone with 24 hours of continuous battery life, 3-D video recording, 18-K gold frame and two-year, send-it-back-for-any-reason return policy.”
The second product description title gives readers details that make the phone a must-have. It also sets up the rest of the description by highlighting the best features.
It is important to remember that product descriptions are not selling a product; they are selling the experience of having that product, and that is why titles must showcase how that product or service will create an experience for a prospective buyer.
But it is also important to remember to vary the relevant keywords in product descriptions. Using the smartphone example, it is advisable to find alternative words to the word “smartphone,” so that search engines do not downgrade a site for keyword stuffing.
Google’s Keyword Tool can help business owners find popular keywords based on whatever word or phrases they type into the search box.
This can help professional copywriters use relevant keywords in a harmonious way throughout the product description.

Use power words to compel a purchase

Using words that stir emotions within your audience and inspire them to connect to your product can greatly increase the likelihood that they will click the “add to cart” button.
These “power words” do more than just describe the physical aspects of your product. They describe the emotions your product can elicit from your customers. They make your product descriptions come to life.
Think of power words as an upgrade to the adjectives you are already using. Instead of “best,” try using “elite.” Instead of “easy,” try “painless” or “effortless” — you get the idea.
A good way to find inspiration for your product descriptions is by typing your basic word into the online thesaurus and finding a better word to replace it with.

Product descriptions are a key part of e-commerce content

By now it has probably become clear how important product descriptions can be to the success of an e-commerce site. The truth is that attracting visitors to a website is only half the battle. If those visitors do not buy a product or service, then a business has lost a valuable opportunity.
That is why product descriptions with high-definition, 360-degree images, original content, clear specific language that anticipates and answers common questions, and titles and keywords that tie directly into the experience of using the product are all effective ways to entice, excite and ultimately persuade visitors to become customers.

Need help?

If you have a content marketing program or are planning one, download our e-book “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.”
This e-book will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.

How Google News Can Double Your Content Marketing Results

Why incorporate Google News into your content strategy

Google News is an excellent way to use content marketing because it provides key points and statistics that will drastically improve a company’s engagement on a content marketing item. The site gives the firm updated and recent news from around the world.

To see it, type “Google News” in the Google search bar and click on it again when it pops up as the first search option. You can automatically receive Google News alerts by following these steps:

  • Click on Google Alerts Page.
  • Type in a search term to track.

  • Click “Show options” (below the search box) and pick the perferred option.

  • Pick a source for alerts.

  • Pick the language and region.

  • Decide how many results to see: “all results” or “only the best results.”

  • Pick a delivery email address (the location where Google will send alerts).

  • Click “Create alert.”

Since Google News is a huge database of articles and statistics, it can make content marketing much more legitimate and factual. In turn, this helps to build a company’s overall credibility with its audience.

New topics show trends

To generate new topics on Google News, simply type keywords that relate to the content you are looking to develop. That will display a variety of related topics for you to explore.

For example, if you are looking to write content about a cooking service, there are many keywords that can be associated with that topic, such as “meat,” “cooking” and “recipe”.

By using Google News alerts in conjunction with the company’s niche, the topics will remain relevant because they refer to the trends at that immediate moment in time. Being timely also helps improve your search engine optimization (SEO).

Want to learn how to drive SEO traffic to a company and increase its rank? Check out Tempesta Media’s guide.

Trending topics

Taking the process a step further, for a big boost to content marketing efforts, a company may want to create content that generates traffic from trending topics. Those can be found simply by typing “trending news” in the Google search and seeing what popular news shows up.
Another technique is to learn to figure out what keywords those articles are using so your company can use them for its own content marketing and generate more traffic.
Tempesta Media has a team of experts who can help companies seeking the advantages of content marketing. Learn more about Tempesta Media’s content marketing services and find out how we can help you attract more customers.

How to update old blog posts for better SEO

Getting the most out of your SEO program is all about creating new content on a consistent basis.
Or is it?
Creating new content is necessary, and as you know, it takes a great deal of time. That’s why it’s also important that you take care of quicker tasks that will reap significant rewards over time. One of those key tasks involve updating old blog posts for better SEO.
It’s OK if you don’t like living in the past. But in this case, a trip down memory lane can open up a superhighway of new traffic. Sometimes, a few minor adjustments to the copy, adding an image or video and doing a quick scan of links are all you need to make an old blog post new again.

Why you should update old posts

Updating old posts will improve your credibility. Nothing screams, “I don’t pay attention,” like a broken or outdated link in a blog post. Keeping up with those resources and updating when appropriate is good for your credibility, and will ensure search engines don’t overlook your content.
You can focus efforts on higher-performing articles. Before you groan about having to update every blog post you wrote in 2018, never fear. Pick your top-performing posts and reinforce them with solid updates.
You don’t need a ton of resources. Updating old blog posts doesn’t take as much time as a full rewrite, so you don’t have to throw a lot of manpower behind the job.

How to update old content for SEO success

  • Make sure all links are up to date. Nothing old or broken, please.
  • Evaluate your sources for relevance. First, make sure they still exist. Then, determine whether they’re evergreen, or they should be replaced with something more recent.
  • Thicken” your content. Thicken means provide more recent examples or go into greater depth on certain points to enrich the post and make your keywords more attractive to search engines.

Make functional SEO changes

  • Pay attention to your formatting. Make sure your text uses the right styles for headings, body copy, bullets, etc.
  • Rethink your link text. Get rid of nondescript language, such “click here,” or “read this.” Instead, place links with text that properly describes what people will get when they click.
  • Add and update headings. Break up your text with relevant headings to help search engines pick up keywords.
  • Check meta descriptions. Ensure that meta descriptions of your webpages contain appropriate keywords and titles.

Consider visual improvements

Nothing but text on the page? It may be some of the best copy ever written, but even fantastic copy needs a little boost. These tactics can help:

  • Add a video. Can the story you’re trying to tell be enhanced by video? If so, it’s worth the extra effort.
  • Add an image. Make sure the image is relevant. Whenever possible, use authentic images featuring real people and things. If you must use stock photography, make sure the image assists visually in describing what’s going on in the post. Images should be appropriately named with descriptive language and tagged. For example: instead of calling your image IMG_043.jpg, call it “mom-and-child-playing-in-park.jpg.”
  • Create an infographic. A more-descriptive visual interpretation of what you’re trying to say will punch up your post and play well on social media.

Redistribute Old Content

Speaking of social media, here are some ways to reignite interest in your old blog posts:

  • Repost old content on social media to remind your target audiences of it.
  • Include it in a targeted email.
  • Add it to your social media channel rotation so that it pops back up over the course of the quarter.

Technical methods for updating old content

It’s important that you establish a good methodology for regularly updating old posts to ensure you’re getting the most out of them. Sometimes, a post that didn’t do as well as you thought six months ago might get a new lease on life with a quick update. Here are some technical pointers to help you stay on top of the refreshing schedule:
Consider a website plugin. WordPress (bad link) that will automatically show you the date the post was modified.
Manually include update language. If you can’t use a plugin, manually note at the top of the post the date of modification.
Mark your calendar. Include space in your content calendar to indicate when posts were updated. Set up reminders in Outlook or whatever calendar you use to evaluate certain posts.

We can help you make old blog posts new again

If you still think you may need some assistance with updating old blog posts, Tempesta Media can help. Our editing solution automatically evaluates blog posts based on the parameters above, and our team of writing experts get to work on making your content shine no matter its age. For more, contact us.

Best ways to format content for SEO

In the Game of SEO Thrones, you can’t afford to lose because of improper formatting. That was our attempt at a play on words with the new popular HBO show “Game of Thrones”!
Writing for search engine optimization in 2019 means your blog articles, thought leadership pieces and other website content should still incorporate the winning formula. Keep in mind – the winning formula is always changing.
What SEO writing strategy works for today’s content marketers?
It’s important that copywriters, freelance writers, bloggers and content creators are all on the same page.
Here’s how to format your content and take your SEO game to the next level, one blog article at a time.

H1 tag for headlines are imperative for SEO

First things first. Use the proper HTML heading tag, H1, for the title of your blog article. On this page, that’s “Best ways to format content for SEO.”
Next, you need to craft a killer, reader-friendly headline. Only in the SEO realm can using the adjectives “killer” and “friendly” in the same sentence sound perfectly normal.
Choose a reader-friendly headline style. Choose between headline style (“Best Ways to Format Content for SEO”) and sentence style (“How to format content for SEO”). Tempesta Media writers follow either the AP style (sentence style) or our customer’s title style preference.
Avoid using all capital letters (“HOW TO FORMAT CONTENT FOR SEO”) or capping initial letters in every word (“How To Format Content For SEO”). The former makes the text hard to read while the latter makes conjunctions, prepositions and articles of three letters or fewer look awkward.
Always use the numeral instead of spelling out a number in headlines (“6 common writer mistakes to avoid“). It’s easy on the eyes, and it helps boost engagement rates.
Follow the ideal length. Different articles suggest the perfect headline length is about 7-8 words or 64-70 characters. Article Document allows writers to use a lengthier title as long as it is catchy, relevant to the topic and does not contain special characters (e.g., @#:;*&%^).
Meanwhile, a killer headline, in SEO terms, has these elements:

H3 tag for subheadings make the content easier to read

Content presentation matters. Considering the limited attention span of humans, it makes sense to use subheads to break up chunks of text and make the article easier to read.
Tempesta Media advises its writers to use H3 tags to organize their content and include at least two subheaders in a 500-word assignment.
The subheaders should be 5-8 words long, descriptive, compelling, parallel in structure and consistent in tone.
To boost SEO, it is best to include the keyword phrase in the first subheader of the article. On this page, that’s “Format content for SEO – H1 tag for headlines.”

Bulleted lists to easily scan content and capture information

Make use of bullet points to keep readers that prefer to skim articles on your page. Numbered lists work just as well.
Readers love lists because they make important points easier to digest.
These tactics also increase the chances of your content getting a featured snippet in the Google SERPs.

Links for SEO success

In a recent blog article, we discussed how proper linking helps SEO. Internal/external links enable your content to rank and are helpful for your readers.
Use the right anchor text, which is the clickable text that readers see. Make sure it looks natural and the sentence in which the link is embedded provides meaningful context.
For a 500-word blog article, strive to include at least two internal links. Remember to follow best practices for linking to internal/external sources within an article.
Today, you have access to numerous tools that help you format content for SEO. The right content marketing partner can do the heavy lifting while you focus on improving the efficiency of your day-to-day business. Contact Tempesta Media to work with a best in class content marketing service.

9 ways to reduce your bounce rate and increase page views with content marketing

Investing in content marketing should have a dramatic impact on your bounce rate (if your bounce rate is still high, there is likely an issue you’ll need to address).
Bounce rate is an important measure of your page’s ability to attract readers.
Bounce rate is the number of single-page visits to your site. The term essentially explains itself. Imagine a fly landing on your website, and leaving instantly after touching the ground – these are the types of visits you are looking to avoid.
Any internet browser will easily cite low-quality content as the simplest reason why a person will leave or “bounce.”
The good news is that bounce rate is not a very complicated concept. Better news than that is that decreased bounce rate will mean an increase in page views. Wow – you can fix two problems at once!
So how can you work on your page views and your bounce rate at the same time? Here are a few simple solutions:

Increase the quality of your content

No technique or superior analysis can beat great content. Quality content is the primary assurance that a browser will stay on to read your page and click your links. Choose the right language according to your target audience. The right words can best explain difficult or confusing concepts and give your readers the information they require.
Write articles that actually provide value to the reader, not just regurgitated nonsense. People are busy, and busy people don’t have time to read about concepts they already know.

Keywords unlock content performance

Swiping fingers will automatically pause when there is an interesting topic. It is your job as a content creator to figure out how to best formulate that topic into keywords. These couple of words when used in the title and headings will maximize SEO. Be sure to include your chosen keyword in the title and the first sentence.
Google places more emphasis on the beginning of the article as typically that tells the reader what they are about to read.

Ensure readability throughout your articles

Great content is even better when combined with essential keywords. However, the truly enjoyable read for browsers also comes in a consistent professional-looking format. You should also be mindful of general concerns. Make sure your site loads quickly and that it remains readable when accessed via smartphone. A great overall experience will make a reader stick to your page – and not bounce. Thus, readability should be the primary goal of any content creator.

Pace yourself by with blog series

For longer content or keywords that need room for optimum discussion, it would be wiser to create a series of articles. Don’t jam all the concepts at once. A series gives you the chance to decisively untangle complicated ideas. It gives readers the time to digest. This also gives you a better chance of convincing readers to click on for the next article in the series and other related links.

Use meta titles and meta descriptions for optimized content

Meta titles and meta descriptions should be given special focus because they appear on the search results page. Choose your keywords carefully and include them in your meta title and meta description. This will increase the chances of your page being found by anybody searching about the topic of your article.

Provide relevant links for SEO

There are two easy-to-follow rules when it comes to creating links. The first is that the phrase associated with the links be appropriate or related to the content. The second is that the links work.
There is no limit to the number of links you can include in your blog article as long as it adds value to your topic. Use both internal and external links and place your links in multiple spaces in your page.

  • Internal links should appear first to establish your site’s authority and broad content.
  • Post related and relevant blog articles at the bottom of your website pages.
  • Post featured blog articles or resources as a sidebar.

Use SEO plugins

Aside from using links, take advantage of SEO plugins. These help to expand the range of your source software using special functions for SEO, marketing, analyzing key performance indicators and many more.

Make your website secure: http vs. https

After the recent issues with data security, readers are very concerned with how their personal information is used. Make sure your website includes discussions that will placate their anxieties, which is especially true for pages that ask for these details.
The easiest way to secure your website is by making sure that you are linking to secure sources within your content. The same goes for internal links as well – make sure any internal links within the content or your website page are secure https website addresses.

Revitalize old blogs

Be it songs or movies, many old versions are still viable with just a few tweaks. This can also be said for your old blog articles. Check which ones are still generating traffic and make a few adjustments to keep them germane to your business. Start with updated information and examples, especially those that deal with technology. Add, remove or change links. Also, make sure the format is consistent with your new blog articles.
If you strive to work on all these aspects of your content, your page views will soar and your bounce rates will drop. You can also partner with a company that can expertly do all the heavy lifting. Tempesta Media has thousands of writers who can expertly work on your chosen keywords and ensure the optimum readability of your content.

Increase page views with a content marketing strategy that is helpful for the reader

If browsing a website were a basketball game, a page view could be looked at as every basked you scored. However the shot may have happened, the ball went into the hoop. A page doesn’t have to be read or even viewed. It can just be loaded – or reloaded – in a reader’s browser and that will still count as a page view.
Of course, you should always strive for readable content but being viewed isn’t a bad start. It proves that your content warranted a glance or a click.
Even a single page view is important for SEO:

  • Each page view ups the chances of another page view.
  • Higher page views increase the likelihood of getting noticed by search engines.
  • Getting a spot on search engine lists means that your page views will increase exponentially.
  • Scoring in terms of SEO (via a high number of page views) will mean success for your business.

You can monitor your page views easily by signing up for Google Analytics.
Now that you know page views are important, how do you increase them and score SEO points? You’ll need a team playbook or a well-thought-out content marketing strategy. This attracts traffic and converts page views into customers for your products or services. Here are basic tips for scoring higher page views:

Provide targeted content

Content cannot be relevant to all. Identify a segment of the populace to be your audience. Many blog articles will push to prioritize SEO, but marketing experts will advise that the best content is audience-oriented. Research what content your audience would find relevant. Provide this for them using a format that they will find most appealing.

Create a content schedule

Early on, you learn to align your content with the needs of your target audience. You should also learn to train your audience loyalty for your content. You can easily do this by being consistent with your posting. Post at a particular hour on a particular day of the week. Depending on your content, post it just before the sun is up, as soon as employees arrive at the office, after the kids have gone to school or when the family is getting ready for bed at night.

Internal links amplify your content

Present your website as the best source. Make sure that whatever blog article you are working on can link to another page on your site. Don’t stop with links within the article itself. Post links to other related articles at the bottom of your blog and the bottom of your web page.

Put your content in front of people who want to read it

Share your content in various places within your website, link to it within your email signature, and email it to your customers.
Think about what the reader would want to read next, following the article in mind. Make it easy for that reader to take the next step.
All in all, the relationship between your page views and your content is not so complicated. Just takes time to learn. Relevant content based on your content marketing strategy will result in page views. Page views boosts SEO. Ultimately, all this means better exposure for you, your content and your business.
Looking for more ways to improve your website performance, contact Tempesta Media.

How to promote FAQ articles and why they'll improve your website

Last month we received such great feedback about our article “Why FAQs are a good idea for your content strategy” that we’ve created more content to aid in your development of FAQ articles.

How to promote and share FAQ articles

Build an FAQ section on your website with dedicated pages for each Q&A. By structuring your FAQ section so that each query is hyperlinked to a separate page, each answer becomes searchable in both your site and Google.
Incorporate your FAQ articles into your site’s knowledge base. Some marketing tools have great knowledge bases, for example, HubSpot’s service hubCustomers and prospects should also be able to easily spot it on the Home page and the navigation menu. 

FAQ articles will also be useful in areas where visitors go when they need assistance, such as the Contact Us page.
Chatbots have become much more advanced thanks to artificial intelligence. The chatbot can open with a helpful Q/A based on a users action on your website. Or you can trigger the chatbot to respond to specific questions with helpful articles. This helps the customer by providing a quick and prompt answer. It also saves your team time by not having to answer each question individually. 

New features and platform updates are best accompanied with helpful articles to ensure that users will be able to help themselves.

Why is FAQ content a great strategy to incorporate?

When done right, FAQ articles can provide real value to both your business and your readers. 

Visitors will see it as a demonstration of your expertise as it relates to your product or service and business model.

By directly addressing their concerns and removing any purchase obstacles, you also show more value to your customers and prospects.
As an SEO strategy, FAQ articles increase the frequency you publish new content as these pieces are typically easier to create and there are many opportunities to add new responses. FAQs improve your website performance as they typically increase the number of pages visited per session and improve bounce rates. 

How many external links should I include in my blog article?

External links are links that lead a reader from your website to a site elsewhere in the world wide web. External linking happens when you link to an outside source that you reference in your blog article. Similarly, if another website links to your content, this qualifies as an external link. The preferred term, however, is “inbound” link.

Examples of good external links for your content strategy

Any SEO practitioner worth their salt knows that it helps to include links in a piece of content. External links greatly benefit your website in terms of building visibility and adding credibility to your content. Just as important is that they add value to the readers’ experience because the links connect them to other valuable information while reading your content.
Content marketers should not use just any link though. As with any source of information, there are good and bad examples of external links. 

How to identify a high-quality external link:

  • The website you are linking to is regarded as a high authority in the industry. A well-respected source will boost people’s confidence in your content.
  • The link leads to a source known for content relevant to the subject matter.
  • The source links to mostly informational websites instead of your competitor companies.
  • The site you are linking to has attracted regular readers and a substantial number of visitors.
  • The source has valid information that gets fact checked (for example… the opposite of Wikipedia)

How many external links should you have in a content article?

Because external links encourage readers to click away from your blog article, you must limit these links and set them to open in a new tab. That way, readers won’t abandon your site entirely. Abandoning your site increases bounce rates, which hurts your website traffic. Ahhh… a perfect example of why SEO can be so tricky!
What, then, is there an ideal number of external links that you should include in your article?
With Google constantly making algorithm changes, no number can ever be set in stone.
Some say 2-5 external links, depending on the length of the content, would work. Still, others would not put a limit on the number of external links.
Many industry experts, however, advice against linking more than once to the same page.
Based on what we’ve found from our own research:

We recommend 1-2 external links for every 500 words of content. Limit your total number of external links to 5 (which would be for a very long blog article that is approximately 2,000 words long).

What is the best way to include an external link in a blog article?

An external link should be placed within the body of the content. Readers appreciate knowing what they’ll get if they click a link. That is why an external link should be properly emphasized using a concise, relevant and contextual anchor text. This hyperlinked text within the sentence you are linking from should convince the reader that clicking it leads to more valuable information.

What external links should be avoided within the content?

Not all external links are created equal. By all means, take great care and thought into including external links within any quality content. 

Tempesta Media writers and editors meticulously check all external links to ensure they do not lead to competitor websites. They make sure each link works. A broken link is not a good thing. No one wants to be greeted by a web page that is inaccessible because it has moved or the target website is offline. A working link leads to a good reader experience and increased traffic.
Finally, no content should be caught linking to outdated sources with information that may now be incorrect or irrelevant. At Tempesta Media, all external links within a content piece are verified to ensure they are accurate, current and up to date.
Now that you’ve learned about external links, want to learn about internal links? Read our recent blog article: 8 tips on how to incorporate internal links to your content.

11 ways to write an awesome meta-description

Meta descriptions are like film teasers that tempt the audience to spend their time and money on a film. In the exciting and competitive world of search engine optimization (SEO), the objective of a meta description is to coax the reader to click a link and direct traffic to a website.
Meta descriptions are found just under the website URL on the search engine results page.
Unlike film teasers that entice viewers by being stingy with information, meta descriptions spill everything. Nonetheless, there are certain limitations.
Be guided by these 10 simple tips for writing awesome meta descriptions. Everyone can learn from these compelling examples from companies that sprung forth under the digital age.

1. There is a maximum number of words for a meta description

No real limit was set but SEO practitioners suggest keeping meta descriptions to fewer than 160 characters. Example:
Twitter’s Meta Description: “From breaking news and entertainment to sports and politics, get the full story with all the live commentary.”

2. Make sure the meta description is relevant to the article

Nothing is worse than seeing a snippet for an article and after clicking it, realizing that the article didn’t actually answer your question. You then have to go back to square one. This type of behavior results in a bounce. In order to avoid bounces, make sure your meta description is about the article that you are describing.

3. Refrain from using special characters

Punctuation marks are fine but don’t use quotation marks and slashes. These are used in HTML code and may confuse search engines.

4. Keep the original copy concise

Readers should be able to digest information quickly. Only the best products and services should be presented in meta descriptions. Example:
Tempesta Media’s Meta Description: “Tempesta Media creates high quality custom content for agencies and enterprises. Easily scale original blog articles, case studies and white papers.”

5. Use simple words without industry jargon

Sites that use flowery or flashy vocabulary do have a following, but it’s severely limited. Keep the language simple. Example:
Johnny Was’ Meta Description: “Find luxury boho fashion and accessories at Johnny Was. Shop boho chic dresses, tops, jeans, kimonos, bags. Free shipping on all U.S. orders.”

6. Content that provides value to the reader

Recall the golden rule of SEO. Good writing that provides unique and relevant content will never fail to attract readers. Example:
Flackable Meta Description: “Refreshingly bold PR agency for financial & professional services firms. Headquartered in Philadelphia, Flackable is a national, full-service public relations & digital marketing agency.”

7. Format all meta descriptions properly

Use the prescribed formatting so that the technology can read the text easily and the correct and complete information is displayed for the readers.

8. Optimize meta descriptions for keywords

Make sure you target a particular keyword for every page on your website and include this in your meta description – here is another guide that will be helpful about keyword optimization.

9. Questions within content get answered by search engines

People type questions when they use search engines. Include question-like keywords in your meta description to make an easy match.

10. Original content with the audience in mind

Give your target audience what they want to hear – the information that is most valuable for them. Example:
YouTube Meta Description: “Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.”

11. Include a call to action

Use a single, strong command verb at the start or the end of your meta description. Example:
Jotform Meta Description: “Teachers can help students with undiagnosed disabilities succeed in class by following these six steps to create personalized learning plans.”
Meta descriptions are like the ad copy that get’s displayed by the search engines. If your headline and “ad copy” (otherwise known as a meta description) is enticing, you’ll receive more interest, which translates to more clicks. Clicks are directly related to SEO, which means that meta descriptions should be a component of your marketing strategy. These snippets can give you:

  • Another chance to trumpet your content.
  • Great potential for improved CTRs.
  • Additional promotion via social networking sites.

The bottom line: marketers benefit from ensuring their content has strategic and well-written meta descriptions.

8 tips on how to incorporate internal links to your content

Internal links within a blog article show that there is content available from an earlier discussion, a wider discussion or a continuing discussion around the topic.

When these earlier, wider and continuing discussions are located on other websites, they are external links. Internal links point a reader to the discussion located on another page of your website, but still within the same website.

Why does content perform better with internal links?

Internal links are very useful:

  • They create traffic for your website.
  • They enrich your content.
  • They establish your website’s authority showing that it is a cache of information.
  • They serve as a map of your site’s structure, including its multi-tiered contents.
  • They precipitate reader engagement within your site and invite browsers to visit again.
  • And, finally, internal links within a blog article carry more weight in terms of rankings. This helps with SEO.

So how many internal links should there be for every blog article? Here are some tips for writing effective internal links that will hopefully answer that tricky question:

Use an internal link as your first hyperlink

Start the discussion by pointing to your own resources as an expert. Internal links should be the first hyperlink in your content. It should be located near the start of your page. This gives the link better chances of being clicked, which is any link’s raison d’être.

Make the internal link visible to increase clicks

Links are usually in blue or are underlined to call attention to itself. You may also make it bold or italicized. However, making the link twinkle or be in a different or larger font may be a tad too much.

Make the internal link a natural part of the content – don’t force it

Internal links should be anchored to important words or phrases within your article. “Click here” and other generic terms or CTA buttons must be avoided.

Content still reigns supreme when it comes to your internal link. Don’t suddenly go off-topic and don’t give far-off examples just so it leads to a page in your website that you want to get maximum views. Make sure your link adds value to your current blog article.

Link to a page just once for every article

If you’ve already linked to page B once within the article, that’s enough. If you feel the latter part of your article can also be enriched by page B, find a page C within your website that can also do the job. Or just stop with that one internal link altogether.

Linking your article twice to the same page says to the reader that you have limited content.

Link deep within your website, not just the main pages

An effective internal link should not just lead to your Home, About Us or Contact Us page. Those main category pages are easy enough to search for. Link to content that is three or more clicks away from your home page.

Avoid broken links by updating the URLs regularly

As you add to your content, return to previous articles to add or change internal links. Your data or your products may have changed; therefore your content needs to be updated.

So how many internal links should there be for every blog article?

No content marketing or SEO expert has dared to put forth a number – except to say that each article should have at least one internal link. No maximum limit has been set either. So as long as you have other pages within your website that can add value to your current content, feel free to add another link.

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