Coming up with the best SEO strategy

Search engine positioning is certainly an art: knowing how to combine all the variables Google takes into account for ranking websites is a somewhat complex task. Search Engine Optimization strategies are often characterized by the ongoing monitoring of both the own website and those considered as competitors. At Blogzuola we have previously addressed the importance of harnessing the existent Search Engine Optimization tools for coming up with a more accurate strategy regarding a site’s online positioning; this post will go into detail, and readers will find in a more succinct way a summary of the SEO tools that have proven to be effective for managing search engine optimization strategies during 2017.

Google AdWords: Keywords tool


Those who have previously dwelled in the SEO world might have already understood the magnificence of keywords: these are essential when it comes to coming up with any SEO strategy. This tool, developed by Google, allows users to see whether a specific keyword is related to a given online search. This tool allows its users to realize the most relevant keywords for coming up with a strategy so they can improve their online positioning in any given search engine. Keywords entail a vital tool for its users to realize what terminology they should use in accordance with their sector so they can use the most relevant ones, making their campaigns more accurate and effective.

Google Alerts


This is another one of Google’s best creations. This tool enables its users to monitor the appearance of new terms across the Internet. Should a new word appears, the user receives an E-Mail with the notification. This becomes important and useful for those who are constantly craving for new information regarding their sectors; Google Alerts also allows its users to see whether their competitors and even whether their names and brands —or anything related to them— have been mentioned online. As mentioned in older posts, obtaining links is something mandatory in every SEO campaign or strategy, and what better way to do so than by using Google Alerts to look up for natural links. Also, while at it, users can have the tool tell them what sites have been increasingly becoming more important depending on the content they have been mentioning.

Google Analytics


As with Google AdWords and Google Alerts, Google Analytics is one of Google’s most useful tools for developing and managing any search engine strategy. This tool provides the user with information regarding their site and their online activity in general. It pretty much analyzes everything, and since its inception, Google Analytics has never ceased to be mandatory, which is why it will surely be one of the best and most reliable tools.

Google Webmaster Tools


This tool (again, from Google) might spare its users a serious concern regarding the possible mistakes affecting the effectiveness of the campaigns. Google Webmaster has the power to analyze a given website and notify what kind of mistakes are the ones responsible for the site’s poor performance; the tool is capable of analyzing the configuration of the sitemap, the links which point to the site, malware presence, etc. Given the rapid evolution of the digital world.

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Open Site Explorer


This tool analyzes both the site and the competitor site’s links —or any other site’s, in reality—. Besides, its use is pretty much straightforward, and the resulting data is easy to analyze. The tool provides the user with the incoming links while mentioning the both the anchor text and the anchor text’s nature —whether it is an image, a banner, etc.—.



Ahrefs is an useful tool for monitoring links. Similar to the previous one, this tool analyzes both the links pointing to the user’s site and those pointing to any given URL. Ahrefs also shows whether a site has gained or lost links, as well as the overall valuation. It allows user to check up to five different URLs, which is why users have to assess carefully what information they are looking for so they do not get pointed in the wrong direction.



Sistrix allows users to perform a complete analysis of the SEO campaign. Besides, it also provides the user with vital and crucial information regarding links, what keywords seem to be a better choice for a specific site, etc. Sistrix also features the capability of assessing the site’s performance and detecting what errors and mistakes are the ones responsible for harming the site’s position in any given search engine.

How to index your website on Google? Here’s a practical guide for you

There are thousands of ways to bring traffic to a website, but there is one that is definitely crucial to consider: the good use of search engines, especially Google. In fact, almost all SEO tools are related to Google or at least address it tangentially. For this reason, one of the main goals you need to meet in order to get more visits on your website is that it is visible in the first results of Google. This will significantly increase your visibility and traffic. This post is a brief guide for you to reach this goal.

The first thing to do is to understand the indexing process (and it’s not really complicated.) In a nutshell, the indexing process starts when Google’s algorithm finds your website, analyzes the content, classifies it and includes it in its index. From that moment on, any Internet user will be able to find it by typing the name of it, or by typing some keywords, in the search bar.

Many people wonder if the process of indexing is automatic, if Google finds and indexes absolutely all Internet websites there are … and the answer is no. In fact, anything that is not indexed in Google, and other search engines as well, belongs to the Deep Web, and many people do not index their websites on purpose (in the vast majority of times, for criminal reasons.)

What is certain, though, is that if your website has already been indexed before, and you create a new one that, above all, it’s updated frequently, sooner or later Google’s algorithm will index it and will be available to everyone. Some people expect Google to do all the work and find the website in question, but it is preferable to index it yourself and, on the fly, do it in a way that optimizes the search result.

The main method to find out if your page is indexed on Google is simple: typing the URL into the search bar. You can simply type the address. If the website is indexed, it will show up in the first position. If you find it, wonderful, if not, then keep reading.

Those who are already familiar with SEO techniques know that opening a Search Console account is quite convenient. Therefore, it is advisable for you to open a Google account, because Search Console will save you a lot of work. Search Console, among many functions, has a tool called “Browse as Google,” and it is precisely what you should start using. This tool is designed to simulate how Google crawls the web and scans with its Sauron eye the whole content of a URL. This will be very useful for you if you want to detect possible indexing problems, by the way.

In addition, with this tool, you can ask Google to find and index your website immediately (and, again, this is better than waiting that Google does it for you.) On this link, you can find a very easy guide for using Search Console.

Another issue that you should not forget is social networks, which are becoming more important when it comes to SEO. The social media is becoming an indispensable aspect for indexing websites. This will not only benefit you when it comes to reaching the top positions of the search engine when users type any keyword, but it will also help you to index much faster.

Image courtesy of Eirik Solheim at

Now, to get your content to be present and shared on social networks is not enough to publish it on your personal or corporate accounts. It is important to consider the following tips. First off, try to belong to a community by following people from the same guild or industrial sector. This allows users to find you when they search for those in your community and the algorithms of Facebook and Twitter, among others, will suggest them to click on your pages. Second, share your content as often as possible. Seek that the shared content is of quality and truly useful to users. Open accounts on all social networks and mix textual with visual and audiovisual content. Finally, analyze the best moments of the day and the week to publish your content and your hashtags, since there are moments of greater and lesser traffic that you should take advantage of.

Finally, like social networks, the indexing process is considerably improved through link building, because this mechanism is the one that really establishes the important connections on the web that leads your website to get the top positions on Google. Link building is about getting other websites to include links to yours so that the search engines consider it relevant and position it better in their rankings. The technique can be done naturally, when other websites link to yours without a prior agreement. They can be also be done artificially, and here you can figure out how.

How much do you know about On-page SEO?

Every day we all listen and talk more about positioning on search engines. When we talk about it, we actually talk about SEO (search engine optimization.) One of the first considerations to keep in mind is that there are two main ways to work on SEO: off-page and on-page. In this post, we will talk about the latter. What is on-page SEO? Basically, it is the set of optimizations that can be carried out on a website with the aim of improving the organic positioning on search engines. This means that on-page SEO depends directly on those who are interested in it, since they control their websites and they know what to post and what kind of visitors they want.

Simply put, on-page SEO aims to give a hand to search engines (mainly Google,) so that they can index your website as fast as possible and rank it according to your interests. Thanks to on-page SEO, you can give Google instructions about what you want about your website.

Some people feel that there is no need to help Google in the indexing process. After all, we are talking about a giant like Google. Well, that is a mistake. Even though Google will classify your website or blog, since it needs to offer answers to the needs of users in their search of information, maybe Google ends up by classifying and positioning your website in the kind of searches you don’t want. Therefore, on-page SEO allows you to control that part of the indexing process: that Google users can find your website more easily.
In order to perform a good optimization, you must carry out a series of activities. All of them are important, but some are more necessary than others. The first thing to keep in mind is that it is more convenient to have few good quality content than tons of poor texts, images, videos, etc. You can position yourself well without publishing hundreds of articles. Appeal to useful and quality contents and people will find you.

The second matter is keywords. If you’re minimally involved with SEO, you’ll know that they’re critical to position any content on search engines. Of course, you should be careful not to overuse them, because this can lead to penalties from Google. Your keywords should be naturally present in the contents of your website. In this way, Google will understand the theme of your website or blog.

The next thing you need to understand and learn how to handle are tags. Tags are words that group related articles. They define the contents of articles that provide more information than a mere search category.

Don’t overuse tags either. It is advisable to include between 2 and 6 (top.) Defining a tagging strategy improves search engine positioning due to the existence of new websites of relevant content. So, it is important to define which tags you will use in each of your posts. Don’t improvise here.

      Image courtesy of © SEO Link Building at

Another important issue is, of course, the title of your website. The title is perhaps the definitive element in the process of indexing and positioning in terms of on-page SEO. In fact, Google considers the title as one of the most significant factors to know, classify and recommend.

Just like in books and movies, the title of a website is its main description. Its banner. Therefore, the title must be related to the content and be consistent with it. If your website sells flower seeds, your title should not include “free landscaping tips.” If you are trying to attract visitors with this silly trick, your visitors will realize - and Google shortly after - that your title does not correspond to your content. Then you will lose visits. You do not visit a lobster restaurant to order tofu. It’s that simple.

Finally, although there are more techniques to improve the on-page SEO of your website, do not stop working on the links, both internal and external.

Link to your internal pages using keywords in the anchor text. Never forget to link pages related to the subject of your article. You can also link to a website that you find interesting at the end of each article. Control your internal links, to discover if you have very important pages that receive few internal links or vice versa, and do something to fix it.

On the other hand, external links, as the name implies, are those that point to pages outside your own website. What should you do? First of all, do not link just because it looks cool: do it when it’s justified, to reinforce your article or because the landing page may interest your visitors. If you do not want to lose your visitors, the landing page may open in a new window or tab, allowing the visitor to keep browsing your website.

Same with off-page SEO, on-page means a steady job, which requires a permanent update.

Basic online reputation management toolbox

There is no such thing as the perfect tool when it comes to caring for and monitoring online reputation. Each client, company, and case are different. However, it is very useful to be aware of the main tools for this purpose, because the mixture of some of them is often the factor that guarantees success in this field. After all, it is not advisable to depend on a single tool of online reputation management: the frequent outdatedness due to the permanent changes of Google’s algorithm, for example, is one of the main reasons.
In this post, you will find a basic ‘toolbox’ to manage your online reputation.



This free tool is widely recommended. Its emphasis is monitoring what they are saying about your brand (especially) in blogs, although it is not restricted to them since its functions extend to the social media. Moreover, the search can be carried out in several languages. Icerocket allows you to monitor who is mentioning your brand or keyword in a simple way, indeed, and you don’t need to open an account. Just type the search term, like in any engine and select the channel that you need. The difference between this one and other tools is that IceRocket gives you statistical data.



This tool focuses particularly on monitoring web forums. The main objective pursued by Boardreader is that users can find answers to their questions through the opinions of others who share similar interests, ie, discussions taking place on the Internet with person-to-person feedback. Boardreader generates a cached copy, as well as the date and number of responses. Each search includes a graphic that reflects the evolution of the brand – among other data, really useful for the metrics of your website – and also stores social media information, articles, images, videos or blogs in which your brand has been mentioned.

It is important to locate high traffic forums, as they are one of the most powerful means for companies to make themselves known, and, in this way, you can promote your products or services through the recommendations made by the forums members.

Google Alerts


Most of the time, people find negative comments about their brand through Google. The most common use of this tool is related to the generic alerts about your brand or the keyword of your preference. The fastest option for those who just want to monitor the online reputation of their website is to set an alert that reaches their email inbox: in the field of search terms, in all types of results, at the time they are indexed and with a maximum of fifty results. Another highly recommended practice is the monitoring of possible spam or hacking on your website, and this can also be achieved through this tool for free.

You can be sure about something: this tool will always be one of the best options (always updated,) at least as long as Google keeps ruling the Internet in the way it does.

Image courtesy of Kristian Niemi at



Even though this tool has been operating for years, it has not stopped being current. Thanks to Hootsuite, you can effectively monitor your online reputation on the most popular social networks (Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, etc.). Using this tool is tremendously easy, really. You just need to open an account (which is also free.) The interface is practical and you can customize it the way you need. Every time you login, you will find a menu on the left side, where you can add your social network accounts, and there you can find the comments and mentions about your brand or your keywords that you need to manage your online reputation.
Hootsuite not only allows you to be aware of what is said about your business: if you need so, you can communicate directly with the users who write the comments that call your attention. The best part of it is that all processes are automated, so you’ll save a lot of time on your regular online reputation review.



This little known but powerful tool allows you to monitor entire niches, control your keywords, your online reputation and the activity of your competition. Among its many functions, with SERPWoo you can check the results pages in real time, as well as understand what is happening in your niche and, above all, why. The information provided by this tool is useful to understand what your competition is doing (the good and / or the bad things) and what you can do to overcome them. Let’s put it this way: analyzing entire niches before attacking them, to see if you really have a chance to position yourself, and what might be the best strategy, is already a satisfactory function to boost your marketing strategies, but this tool is useful, especially to monitor your Online Reputation.

Never forget that using these tools, or some of them, is never enough. Monitoring your online reputation is just one of the activities that you should include in your online routines.

Learn how to improve your SEO metrics

Today, the biggest asset is information. Quality information. We produce, buy and sell information. Today, information is one of the main elements that move the world’s economy. Of course, information is a vital aspect of any business. In the digital marketing world, if you do not measure a series of actions online, for example, the effectiveness of your marketing plans, you will find several limitations in the long run and the only thing you can do will be crossing your fingers so that the final result of your decisions is satisfactory in the operating account. For this reason, it is critical that you understand the concept of metrics and learn how to use it with mastery.

What is metrics? Metrics are basically numerical values that give you a big picture about the performance of what you are doing in your digital marketing strategy. Metrics actually depend on the needs of each business; however, the main metrics that any organization should monitor regularly are the following:

Links to external websites

Some consider these links as a negative factor, since they mean, at some point, a decrease in terms of SEO authority. However, links to external websites may have a positive impact on the ranking of your results, as Google needs to classify the websites that provide value to the users who seek them, and if your website is the main information source on a specific topic, this means that you are reference when it comes to the needs of users.

Internal Links


These are the links inside your website. If you manage a blog about film reviews and you already have two entries about Martin Scorsese, it is important to link them, especially if the relevance of both articles is great. There is no point in linking pages to each other just because: there must be a coherence and a distribution strategy that helps Google to perform a better tracking. Internal links, on the one hand, distribute authority and enhance the user experience, and on the other hand, they allow Google to index and classify your website more easily. This makes users find your information more effectively.

Indexed websites


Never forget to monitor this information. The direction of your SEO strategy depends on this on a great extent, indeed. In order to help Google in its ranking, a good practice is to position a specific keyword on each page. By doing this, the more pages you have indexed on Google, the more keywords you can rank in search results. This means that your website is relevant as a whole.



The positions of keywords are extremely important in all SEO reporting and monitoring process. These keywords are always the same, they are a key for attracting visitors that are looking for the kind of information you provide. A separate keyword ranking will not give you much information besides the positioning of keywords that your website is showing on Google. Therefore, it is necessary to compare the position with the traffic generated by your keywords, as well as the volume of results displayed.

Brand exposure


Branding is a fundamental issue when it comes to SEO. If you do not position your brand, you will surely experience two problematic situations. First off, you will have to fight tremendously for the keywords that bring you traffic, and, on the other hand, once someone has found you through a keyword, this user will always decide to return to your website because you have offered the information you need. You will not only be missing such important data to drive any digital marketing campaign, but you also will not have control, for example, about your brand’s online reputation.

Image courtesy of Search Engine People Blog at

Now, how can you collect that information? There are many tools for measuring metrics. Some of them are better than others, but each one may adapt to the needs of each client. However, there are some generic tools that can be very useful for measuring the metrics of your brand online.

The first one, of course, is Google itself: the most basic tool for SEO. You should be aware of its algorithmic changes and constantly produce ideas for keywords. Moreover, Google offers you services you might not know. One of them is Google Webmaster Tools. This tool is vital to tell Google how to interpret your website, and it is an excellent platform that notifies you about the errors of your website, the possible penalties you may have and even the links detected by Google. Another free and very useful tool is Google Analytics. This will allow you to know what your users are doing on your website and how they reach it

Basic guide for mastering your keywords searches

To improve the search for keywords, you need to understand them as questions typed by users on Google and other search engines that you need to answer the best way possible. The way that Google, for example, has to answer them is to offer the most relevant pages in the search results. This means that users find your website using keywords, and that is why it is so important to know how to select the most profitable and use them in your SEO onPage and Offpage.

A proper keyword analysis will save you a lot of time. You can detect and discard those that barely interest people or those that attract the wrong visitors (those who do not need what you are trying to sell or promote.) Likewise, if you learn to analyze your keywords before using them, you will avoid the kind of keywords whose competence is too strong for your abilities.

The first thing to note is that there are three types of keywords. The first kind is informational: they mean several searches since they are generic. Then you have the transactional, which have a lower number of searches (although the suggested bid may be higher than the previous ones), and, thirdly, brand keywords, which, depending on the brand, of course, may have more or fewer searches (and sometimes no bid whatsoever.)

An important issue is to understand that “keyword” and “key phrase” can really be considered synonymous in terms of information searches. After all, a key phrase is a combination of keywords that a user type to search for information, to buy or to fix a problem. Because it is not common to use a single keyword to perform searches, the usual thing to do is using a whole sentence composed of two or three keywords. For example, if you need to know if the pain you are feeling is a nephrotic colic, you will probably track the symptoms through many phrases. You will not just type “pain” on the Google bar.

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The second thing to keep in mind is to be clear about your goals. You may need to get more traffic, or just get better conversions, although it is possible to find keywords that will allow you to have a decent traffic percentage as well as a pretty good conversion rate. If you need a good amount of traffic, you can start by looking at Google AdWords the generic and most successful keywords related to your business. Let’s say that your company is in the freight transport business. Type the word ‘transport’ and you will find the most basic keywords that have been used, and, in the extensive list that Google AdWords offers you, you will find what kind of keywords your competition is using.

What can you do with all that? You will eventually find those keywords or key phrases that have the most traffic. When you find them, then you can decide which words or phrases you should use. If your goal is conversion, then you should look at the words that have the most suggested bids and this will give you a good decision criterion.

When analyzing the keywords of your competition, identify the most disputed key phrases in the industry your business belongs. That will help you to expand your list of keywords and learn more about your niche and the type of words and phrases that users find in the first search results. To easily find out those keywords, you can use, for example, SEMrush.

Now, little by little you will gather a lot of keywords. The next step is to debug those that simply do not suit you (remember that you must be quite strategic here.) Normally, it is advisable to choose phrases that suggest an action, not the product or service you sell. If your business is a hotel in the Caribbean, it is more advantageous to positioning your hotel thanks to the phrase “find a hotel in the Caribbean online” or “hotels in the Caribbean online” than by the generic keyword “hotel” (although the latter means far more searches.) The reason for all this is that users who are looking for those keywords already express the desire to perform some action related to such keywords or phrases.

The best way to discard keywords is to put yourself in the shoes of the user who is looking for information. Think about what users expect to find through a particular keyword. Is this a potential customer? Never forget that your visitors should find on your website what they have asked the engine. How do you do it? Just do not cheat: you don’t want them to leave your website immediately.

The basics are having what users are looking for and knowing how to drive them there. Keep that in mind

Let’s get into Accelerated Mobile Pages (AMP)

AMP is a technology developed by Google since October 2015 which points to a clear and beneficial goal for all users: reducing the loading times of websites which are visited from mobile devices. Given that most of the Internet traffic currently comes from tablets and smartphones, Google has found it imperative to speed up the loading times for pages to run as fast as a desktop computer or Laptop (or even more.)

This has to do directly with the latest trends of SEO, since what Google is trying to do, successfully, by the way, is to place in the top positions of the search rankings those websites that have implemented this technology. This, among other things, also means that all other efforts to improve SEO (keywords, indexing, metrics, link building, etc.) could be absurdly vain if webmasters do not consider adapting to these new changes.

The main way to develop and implement this technology is based on three fundamental elements. The first one is AMP HTML, a technology based on web components created for the production of lighter websites in terms of HTML. We all know that the use of HTML is restricted to the tags allowed in each specification, some of them have their equivalent, like IMG tags, but, in other cases, like ‘frame,’ those processes are no longer allowed. In fact, AMP first downloads all the HTML and then the necessary resources, like images, fonts, etc., since AMP needs to specify the size of the static resources in the HTML in order to be able to optimize its load.

The second important element is AMP JS. This is a platform that, in a nutshell, provides the necessary JavaScript resources for the AMP HTML components in order to function properly. Finally, the third element that allows the AMP technology to be possible is the new use of caches. The use of the project’s CDNs allows this type of server with the aim to obtain the AMP pages, and, in turn, it validates that its implementation is correct; if so, it saves the response to give the user the fast service that he/she needs.

Image courtesy of NOGRAN s.r.o. at

Although we are talking about a trend already implemented (and, in a tremendous expansion,) we must not forget that everything has its pros and cons. Big companies, famous for their high traffic on their websites (The New York Times, The Guardian, BuzzFeed, BBC, Amazon, YouTube, etc.) often benefit, especially because this technology especially favors news sites or massive streaming, and seems to be designed for them. The web design that fits well in AMP is quite synthesized and concrete. But not all websites are news sites, and in addition, they may need a more complex CSS as well as a major use of Javascript code. If some brands conform to these new changes, their websites would simply have several operational problems. In fact, this technology only allows AMP JavaScript: an asynchronous, fully adapted and optimized the system that operates within certain frames and that does not allow inlays (otherwise, it could not work.) Moreover, the CSS is limited: It has to be built-in and optimized and all sizes of each of the elements of the style sheet must be specified.

Not only that: AMP necessarily leaves aside many types of ads that make websites heavier, and a tremendous amount of websites rely on advertising to stay active.

Google knows that this implementation is gradual and that all companies and blogs do not find it easy to make this transit overnight. That is why it allows the use of some tools that make things easier for webmasters who want to index their websites and improve their positioning. One of those tools is AMP Cache: a content and file distribution system that allows you to provide all valid AMP documents. With this tool, you can store all the HTMLs of any website, so that the deliveries to the user’s device are much faster. After all, if all files are loaded from the same source, which also uses HTTP 2.0, achieving such efficiency is really obvious and expectable.

This new modification of Google brought a series of structural changes. One of them is AMP Lite, a lighter version of the project, which improves by almost a half the performance of its predecessor. Basically, it compresses most of the graphical information of the pages, so that a user can surf it at all speeds, even if he/she has a poor connection, or if his/her device is not the latest version of iPhone or Samsung.

The other big change is the creation of a new Google algorithm: RAISR. This algorithm allows to successfully reduce the weight of any image by 75%, with negligible loss of image quality. In this way, Google is helping content generators to adapt to new changes so that the flow of information in our hyper-connected world will not slow down.

Become a master of WordPress plugins

One of the many reasons why millions of bloggers prefer WordPress instead of other platforms is because of the great possibilities offered by this website in terms of positioning. Without WordPress, you would have to be an expert in programming to do manually what this website can do for you automatically. One of the advantages is the large number of available plugins for improving your SEO. Let’s take a look at some of the most popular ones.

Yoast SEO


If you consider yourself a beginner in terms of SEO, this is the plugin you need to install on your WordPress without thinking twice. This is, by far, the most popular SEO plugin used today by WordPress users. Even if you have no idea of optimizing your searches, using this plugin is quite easy. Just install it and it will add the meta-information you need on your website that the search engines look during the indexing process. In addition, before posting each entry you can determine the keywords you want to use in your content in order to position them more effectively. This plugin gives you tips to improve your entries and even shows you the quality of all of them with a simple traffic light. It is very easy to use, really. Just do anything necessary so that the light changes from red to green.

Search Excerpt


This plugin is useful since the WordPress search engine does not always give good results, as it does not necessarily imply a correct SEO optimization. Search Excerpt returns an excerpt containing the text fragment with the highlighted keywords in the same way Google would. If you analyze it well, optimizing searches is a fundamental matter, even if any SEO expert would simply recommend you adding a noindex. Remember that SEO is not a set of fixed rules that you must follow casuistically, but a creative work, which demands creative solutions to problems that are not well resolved. Many SEO experts have begun to misindex information poorly, especially when it comes to tags. In most WordPress blogs the tags are misapplied and are not related to the tagged content.

Featured Image courtesy of StickerGiant Custom Stickers at

WP Smush


This SEO plugin can improve your web significantly in terms of loading speed. Let’s say that entering your blog takes long ten seconds (or even more). So, if you have uploaded heavy images (let’s say, about 6 Mb each,) you just have to install WP Smush and increase the loading speed. Remember that users do not usually have much patience today.

This plugin allows you to compress the images you already have in your blog. Regarding the images you are uploading from now on, you can be sure that WP Smush will automatically compress them during the uploading process. That will save you a lot of manual labor time that you can spend on other activities. Remember that in addition to compressing the images with this plugin, you must upload them to the size you want them to be seen. Do not upload very large photos if you are going to show them smaller.

Broken Link Checker


One aspect that could hurt the SEO of your WordPress is having broken links. To avoid this, you can install the Broken Link Checker plugin which detects broken links and allows you to fix them. It is very simple to use, but keep in mind that some web hosting providers do not allow you to have it installed since it consumes a lot of resources. The advice here is to keep it disabled and only activating it from time to time to check the links. Fix the broken ones and then deactivate it again.

404 Redirect


This plugin is quite necessary since it collects all the 404 errors that come out on your server. These are basically visits arriving at an address that does not exist. It is very common for many to emerge over time, and you must redirect them to other pages. In consequence, you will not miss the visit and loose good positions on the search ranking on Google. It is essential for webs that have been active for more than one year.

Featured Image courtesy of Craig R. Kirkby at



Social networks do not help you to directly position your content. No matter how many times people have shared your posts on Facebook, Google will not take it into account. What actually matters for Google is the number of visits you get. Therefore, if your content is widespread in social networks, the traffic will increase and this will subsequently improve your SEO. With this plugin, you can share the content of the page each time a user clicks on any of the buttons, without manually copying the link. Monarch already does it for you.

Important questions regarding SEO and WordPress

WordPress is perhaps as popular and as used as Joomla (maybe more), it is important to unravel some tips that may come in handy for marketers and users in general. As a matter of fact, of the many different and interchangeable content management systems and web ad platforms, WordPress is perhaps a little bit more advanced, trending and mainstream —blogs, company sites and e-commerce shops are fond of WordPress.

Due to its versatility, designers and pretty many users in general, are fascinated with it: the range of possibilities as well as its efficiency, effectiveness, and simplicity, seems to be the most valued feature amongst users.

If readers are familiar with WordPress, they may have realized that in order to properly use it, people are not required to have a deep knowledge of programming, coding, and even website design: almost 30% of the world’s top 10 million sites were built, and run on, WordPress; however, being WordPress friendly users, sometimes people are fond of doing things they ought not to, including disregarding and not paying special attention to important elements of search engine optimization that could ultimately account for possible and future growth and success issues.

In order to provide a much clear landscape regarding carrying out SEO strategies on WordPress, we at ReputationDefender have compiled a list of questions regarding its use, in hopes of providing readers a more detailed juncture so that they can get familiar with the tool and dispel the plethora of myths and misconceptions about the editor:

Is WordPress already Search Engine Optimized?


Truth is, there is not such a thing as an already search engine optimized editor; however, WordPress is indeed search engine friendly. This does not remotely suggest that users can simply opt to disregard the fact that still when working on WordPress SEO strategies are needed. In fact, users still need to make SEO a top priority in order to achieve the desired results. Switching to WordPress will not enhance a website’s ranking on the pages of Google Results systematically —that is indeed one of the most common myths regarding the editor, and it has been echoing as of the launching of the editor because vendors use it as a compelling selling strategy.

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The vast majority of online-based business owners possesses little to none technical knowledge about digital marketing and SEO, so they often conceive terms such as search engine optimized and search engine friendly as equals. What WordPress does provide is a great, easy-to-understand starting point: users can build a site without getting too technical and spending much time or money on it; however, getting familiar with the real scope of SEO and how to properly carry out the strategies that have been commonly associated with success is definitely a plus.

Does a SEO plugin replace a SEO advisor?


If readers have been following this blog, they may have already realized that SEO is not a simple app they can install for immediate use. This is not how SEO works, yet so many people —business owners and even allegedly experienced marketers— fail at understanding its functioning and scope. In fact, search engine optimization, as its name suggests, consists of ongoing efforts in order to optimize a site’s ranking and drive traffic to it. There is no magical plugin that could replace an advisor, nor that can take care of the elements of search engine optimization. However, setting up a SEO plugin correctly is certainly a good start; nonetheless, it is important to point out that this is just a solid starting point, as the whole spectrum of SEO spans over a vast realm.

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And, which seems to be the best plugin for SEO purposes?


When it comes to WordPress, there are at least two plugins that live up to their promises: All in One SEO Pack and WordPress SEO by Yoast. The former is perhaps more popular than the latter despite of being much better rated. Bear in mind that although both of the aforementioned plugins are a big aid, additional plugins can enhance the strategies thusly increasing the odds of achieving the desired results. When deciding which plugin seems to be more adequate, there are some important aspects that may come in handy to aid in the decision: is the plugin compatible with other forms of technology? Is the plugin well supported by its developers? How popular is it? Is it well reviewed by previous users? All of these things are certainly aspects that a marketer or a business owner ought to take into account when choosing a WordPress SEO plugin; nevertheless, although plugins and the WordPress editor are unquestionably a tremendous aid for marketers to develop their businesses, getting familiar with what search engine optimization can and cannot achieve is arguably the best starting point.

Learn how to monitor everything they say about you on the social media

The importance of permanently monitoring what others are saying about your brand, especially on the social media, not only can prevent you from possible reputation crises but also allows you to know the positive or negative perception of your customers, which affects the increase and decrease of your sales most part of the time. Further than that: The daily monitoring of your online reputation, as well as your digital identity, can also help you to develop new Search Online Optimization and digital marketing strategies. Data converted into information, and subsequently converted into knowledge, is the most valuable asset for any organization today, and this can only be achieved through an adequate monitoring and data collection.

In this post, you will know some free tools that will allow you to monitor what others say about you or your brand on the social media.

If This Then That (IFTTT)


As its name suggests, this tool works in the same that a conditional grammar clause. All you have to do is to indicate a condition as well as an action that will trigger an effect. For example: if I post a picture on Flickr (trigger / this,) post it on my WordPress blog (that.)

In this way, this tool will establish connections between social networks and websites with a simple statement that will later automate new tasks. The triggered actions are the ones that make the magic possible (but it is advisable not to overuse the same actions since your posts will seem to be published by artificial intelligence.)
Now, how can you use this tool to monitor your reputation? Simply by stating that if something is mentioned on Instagram, Facebook, Pinterest, Twitter, LinkedIn or any other social network of your choice, the system sends you that information, for example, to your email.

It’s free, handy and easy to use.

Social Mention


This tool is often used to optimize brand positioning in search engines, but it allows you to monitor who is saying something about you, where and when. You can measure the influence of your brand, event or product on blogs, microblogs, social networks, bookmarks and others. It is actually a social media search platform that works with user-generated content across the web in a single flow of information. It works with more than eighty different social networks, among which are the most popular among Internet users. As well as discover what is said about a specific product, service, topic or individual.

With this tool, you can search and analyze in real time the influence of brands, events or issues. The information comes in the form of alerts, like Google Alerts. Also, you can integrate a Widget in your Blog or Website, and create a feed of the mentions and download all the results in a file in Excel.

It is important to note that Social mention is a real-time monitoring tool, that is, that your metrics change constantly.

Social Mention measures influence using four basic parameters. The first is strength: In case your brand is being discussed in social media. The second is feeling: The average mentions, positive, neutral and negative (these are the most useful in terms of your online reputation). The third is passion: The likelihood that people talking about your brand will do it again. Then you have the scope: The number of unique authors that refer to your brand, divided by the total number of mentions.

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This will help you to manage your social network accounts. Perfect for Community Managers and all those people who want to get the most out of social media platforms. You just need to create an account (by simply logging in to Twitter, Facebook or Google, as well as using your email account.)

You just have to add a social network to your account. Thus, you can manage several social networks in one account, which will make things much easier (and save you a lot of time.) To do this, click on “Add Social Network”. You will see a new window in which you can see a list of all the accounts you can integrate, and that’s it. Check this basic tutorial.

Although almost all the tools that allow you to monitor your reputation online help you to automate several processes, this does not mean that you should relax and let these systems do all the work for you. In fact, the only important thing these tools do is to allow you to take care of what they can’t do, and the most relevant task, by the way: to interpret the information that you should collect on a daily basis, and transform it into knowledge. If you do not monitor your reputation online every day (or if no one else in your business does), as well as if no one processes the information collected, you’re really wasting your time.

Learn how to do and use an RSS feed to monitor your website

An RSS File or RSS Feed is generated by some websites, as well as by many blogs containing a specific version of the information published on that site. Each piece of information contained within an RSS file is called an item. Each item usually consists of a title, a summary and a link or URL to the source website or simply contains the full text. It may also contain additional information such as the date of publication or the author.

The RSS file is automatically rewritten when an update takes place on the website. By accessing the RSS file it is possible to know if the contents have been updated and with what news or texts, but users don’t need to access the website except to read the extended version. This is an excellent tool (free, by the way) that allows you to monitor information which may be relevant to your blog or website, as well as permanently catching keywords that can significantly help you to improve your SEO experience. RSS may also be a useful means to watch your online reputation. Everything depends, of course, on the feed you configure. One recommendation is to receive information from sites where users complain about the bad services or products from several brands and companies. Thanks to RSS, the information will come to you and you will not have to look for it every time you spend time monitoring the web.

If you are the CEO of your own business, it is normal for you to keep up to date on news, trends and the movements of your niche (this, not to mention your competition.) If you are diligent, you surely take the time to read the news daily in a series of favorite websites, or read what the social media algorithms recommend or what your contacts publish, as well as the organizations and individuals you follow. The problem is that you do not always review all the important information on those websites, or sometimes you miss it simply because there is always so much to read.

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Maybe you usually spend all your available time reviewing every page that interests you and you always leave some websites or entries that may be useful for your business. Here is when RSS can make it easier for you to get information in a very productive way. Not just that: When you know how RSS works, you can make it possible to users to follow the content from your website on their own RSS feeds. Users like you: With too much to read and few time.

An easy way to make your own RSS Feed is through an iPhone app, so you do not even have to open your browser to go to the websites of your interest. The feeds will come to this app, even organized by categories, and this will shorten you a little way. The recommended app is Feedly, which is very easy to use. Just open a series of folders that will store the feeds, and the app will notify you when new information is available.

If you want to add RSS to your website (which can also help you to reach better positions in Google searches since Google encourages and rewards the improvement of the user experience,) you should do the following. The first thing is to find an RSS button generator. Then, select the buttons you want to add to your website. The most popular buttons are at the top of your list. You might want to add these, but make sure you do not add too many, as these will take up a lot of space and may even slow down your website load from mobile devices, which can affect your search engine optimization.

Choose the type: Default, Drop-down or Blog-specific. Each of these options is useful for different situations. The default one creates the basic code. This should be used if you do not know which option to choose or if you already have an RSS Feed burner. After writing the blog title or website, write the URL of your blog, and then the URL of your RSS feed.

Good RSS management can help you to improve your web traffic. You can use Hootsuite in a very simple way for this purpose. Add “/ feed” to the URL of any website you want to include in your feed (yours, for example,) go to Hootsuite and click on the ‘publisher’ option and search for 'RSS feeds.’ There you paste the URL, and you can even select the frequency of monitoring. What you can do with this tool is to publish your RSS feeds on your social networks. Of course, you can do it with your own blog or website and thus generate much more traffic automatically.

For more information, check this tutorial.

Use these tools for coming up with compelling pieces of content

It is undeniable that, in reality, the vast majority of online interactions and experiences share a common starting point: users resort to the existing search engines, and, moreover, up to 65% of the links clicked have been organically searched by them. As of the emergence of the digital world, and after coining the term Search Engine Optimization (SEO), many developments, techniques, insights and opinions have permeated today’s digital juncture. Business, especially, have harnessed these developments in order to reach out more customers and enhance their scope at a global scale. When it comes to improving a brand’s popularity and its websites, few additional things can be said about the adequacy of considering search engine optimization techniques as the best way to boost both aspects. As for inbound marketing, no other technique apart from the ones commonly related with SEO can provide and deliver a better result.

We at Blogzuola have previously addressed the topic of search engine optimization; moreover, we have been mentioning and evaluating different tools that have proven to be efficient in managing different SEO aspects. For effective optimization, it is widely known that writing content is, by all means, a compulsory, yet daunting at first sight, task; however, there have been developed several tools that can become a solid aid and can make the process more efficient and effective.

So, in order to write compelling pieces of content for search engine optimization purposes, the following tools may certainly come in handy:

Google Search Console


For a proper execution of a particular search engine optimization campaign, Google Search Console is almost compulsory and mandatory. It provides users with a sheer array of information about the performance of a website and other tools as well. Google Search Console allows users to learn which pages are the ones delivering the best performance in terms of the keywords being used by the managers as well as the number of pages that have previously been indexed.

Such information enables users to easily alter the strategy and subsequently tailor it to other types of audiences.

Google Keyword Planner


This tool, like the one previously discussed, was developed by arguably the most prominent search engine. Google Keyword Planner allows users to be aware of the nature and the reputation of certain keywords; it lets users know which keywords are most popular and which ones might yield the best performance. It is important to recall that coming up with effective keywords, and knowing which ones are the ones providing better results, embody the backbone of a solid and productive search engine optimization strategy.



Optimizing text is as important as carrying out completion analysis. Luckily, there is a tool that allows users to do so. SEMrush is perhaps one of the most famous tools for competition research: the keyword for which a business might be ranking well is subsequently featured by getting the domain overview. Although this is just one out of its multiple features, SEMrush also includes paid search campaigns, backlinks, and competition analysis in terms of organic results.



Businesses must always strive to be aware what their main topic is and what goals they want to accomplish with their content. nTopic allows users to reach out to their target audience: all they have to do is include their domain and their keyword of interest. nTopic is especially useful for it lets users known whether their content is relevant, genuine, or not. The score about the relevancy and importance becomes a major aid for identifying the right path towards which businesses should focus their efforts.

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TopAussieWriters is known for including some of the best content writers in the field. Users only have to provide the information and choose the writer they believe may yield the best result. By doing so, businesses, companies, and users, in general, will receive a much higher ROI in the long run, especially if the previously selected writer ends up being the right one for the job.



Spyfu becomes especially a good aid since it allows users to carry out both competition and keyword researchers. Users have to provide either the keyword or the domain of their preference: if they intend to carry out a competition research, Spyfu will let the user know which keywords are seemingly providing the best results and which ones are ranking best.



Basic, yet simple, Word2Clean, allows users, especially the vast majority of search engine optimization content writers to convert text files into HTML. Of course, compared to the aforementioned tools, Word2Clean does not feature a lot of services or capabilities; however, it is wise to always cover the full scope of what writing content usually demands, which is why the tool serves a good purpose, especially when combined with other apps or tools.

Brandwatch: how to use social intelligence to increase reputation

Online reputation management has become essential to gain a leg up on the competition.  Companies are worrying more about having a positive perception on the internet than ever before.  Word of mouth has been replaced by online reputation.  What people post about a company or brand and how they handle themselves will determine how likely a consumer is to call on them to provide them a service.  With this in mind, companies are investing in a number of tools aimed at helping them gain insight into how they are perceived and what steps they can take to boost their online reputation.  Most of these tools are software suites that give a brand valuable information such as mentions, reposts, likes, and comments.  These are all things that can directly affect how positive public perception of a brand truly is.  A company needs all the help it can get nowadays to be a leader in their given industry and online reputation is not something to be taken lightly.  In the past, a company could get away with doing their own thing regarding reputation.  That is not the case anymore

Brandwatch has been around for years and they have become one of the leading social intelligence companies in the world.  They have employed people from all over the world which has helped them design a product that can truly fit anyone anywhere.  Brandwatch helps companies make future decisions based on detailed analysis of data gathered from a plethora of sources from all over the internet.

Learn from other companies’ experiences


Companies often like to take the success of another company within their industry and see how they can use what worked and use it in their own processes.  Brandwatch takes out all the investigative work companies would have to do to get this done by providing its clients with case studies.  These studies provide information on how a given company changed things around to become more successful.

Reports that let you know what’s hot and what’s not


Every industry has its own unique set of variables that help define it.  Once again, Brandwatch makes it easy for a company to know what’s going on in the industry.  They analyze every unique factor that an industry takes into consideration in order to create a report that will help a company understand what they really need to concentrate on to be a player in the industry.  The reports are exceptional at giving insights into what is happening in the social sphere of an industry.  Knowing what is happening on social outlets just might give a company the information they need to make the right decisions that will make its consumers and clients happy as well as bring in new business.

Guides to help you get where you want to go


Every endeavor needs a map to help the traveler get to where they want to go in the less time and with minimal complications.  That’s just what Brandwatch’s guides are.  They will help clients understand just how the software works and how to use it in order to build a successful strategy.  A company can learn how to build an identity for its brand or how to really pay attention to social media to see what’s important and what’s not.  The guides can even help a company build a digital marketing strategy that will allow them to react to what’s going on in real time or how to monitor social media.  Basically, Brandwatch offers guides that will cover the most important factors for a company to make their brand more powerful.

Find out where you stand within your industry


Being top dog is arguably what drives most companies.  With Brandwatch’s Social Index, a company can see where they stand exactly in their industry. Brandwatch provides a social index for 23 of the most common business sectors out there.  In order to score a brand, the social index takes into consideration 5 factors:

  • How much talk is generated on social media

  • How well a brand engages consumers.

  • How much growth a company in a month.

  • How much commentary is being created on communications outlets such as blogs and forums

  • The proportion of negative and positive comments

With these factors, the social index gives a company a score and a really good idea of what they have to do and which factors they need to pay more attention.

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Brandwatch is one of the most complete social intelligence suites out there. Everything the company has put into the software is to make sure the Vizia data analysis platform is as user-friendly as possible.  Brandwatch can definitely help take a brand to the next level of online reputation management and to the top of the industry.

Do not miss out on these three e-commerce tools and take your store to the next level

In light of the hype surrounding e-commerce, the digital world has focused on providing future entrepreneurs and already established digital and online shops with the necessary tools to run a business properly. We at Blogzuola are aware of the fact that running an online shop also requires a solid, effective and efficient digital marketing and search engine optimization strategy; in fact, in previous articles we have discussed the latest tools and tactics developed by the industry so that both businesses and websites can achieve that privileged position in the pages of Google results —which is definitely the only way to thrive amidst today’s ferocious competition.

Today, and given the fact that search engines value the quality of a site in order to determine its ranking within its results, digital and online shop owners ought to pay special attention to their SEO campaigns and how they upgrade their stores; therefore, we at ReputationDefender have compiled several tools that serve as the perfect opportunity for business owners and future entrepreneurs considering to venture into the e-commerce field to come up with a solid site (store), thusly making the SEO campaigns more accurate and effective.

Abandon Aid


People who have already ventured into building an online store from scratch would definitely assert that one of the downsides of every e-commerce business is all the money they lose by missing out on potential orders. In fact, missing out on potential order is something that seems to be inherent to this kind of businesses; the phenomenon, as matter of fact, still continues to be a matter of debate and research: normally, customers add items to their baskets but end up leaving them behind during checkout. According to recent figures, up to 68% of baskets are abandoned before the customers complete their purchase. Applying logic to this, such figure suggests that online shops are only selling one-third of what they potentially could.

Such premise is compelling enough for businesses to spare no effort in finding a solution: maybe the customer can be persuaded with some sort of a discount, or maybe the store should offer free shipping, or maybe the customer just had external difficulties while completing the purchase. Be that as it may, one of the simplest ways to reduce the occurrence of left-behind baskets is an e-mail recovery campaign to convince customers to complete their purchases. As a business owner, the best idea is to come up with a compelling e-mail that encourages customers to return to their baskets, and the perfect tool for doing so is Abandon Aid, which is an app that has been tailored to come in handy in reducing the incidence of missing out on abandoned baskets; Abandon Aid lets users send a note to a particular customer who did not get to complete the purchase. Additionally, it works automatically, which means there is no need for the owner to always execute an additional process.

Facebook Store


Although when it comes to online shops Instagram seems to be the first option, it is also wise not to overlook the power of the Facebook Store. In fact, Facebook Stores are responsible for taking a huge share of the orders that are commonly placed via social media marketing; besides, it is well known that given the fact that Facebook’s URL is commonly well ranked amongst search engines, the world’s most famous social media is also a great source of traffic. By selling directly on Facebook using Facebook Store, business owners and entrepreneurs face greater chances of making better sales.

By integrating Facebook Store to an existing e-commerce platform, customers will be able to reach the business on the biggest social media platform —and also will be able to share content with their friends and engage with the store directly.

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E-Mail Pirate!


Saying that e-mails are not perhaps one of the best channels in online marketing would be a blatant lie. E-mails, aside from enabling faster communication, they drive traffic, support content marketing and definitely outperform both Facebook and Twitter in the generation of sales. In short: e-mail marketing definitely works. And although there is a myriad of data that supports the premise, one of the most important aspects about why people subscribe to an e-mail list is the possibility of receiving special offers.

Following the pace at which Facebook or Twitter publish an special offer or a great product is arguably a daunting task; however, it seems that receiving a personal message sent to their personal e-mail address is way more valued by buyers and customers. E-Mail Pirate allows businesses to come up with a fully changeable and customizable opt-in window that pops up in hopes of compelling customers to subscribe to a business’s email list. Users can download the list into an excel file or a spreadsheet so that they can upload it to their email client. Besides, E-mail Pirate allows customers to take a look at customer behavior for segmentation purposes.

8 awesome ways Yoast will better your WordPress blog

Blogzuola has long understood that search engine optimization is for the most part in continuous change.  Yet, one of the cornerstones of search engine optimization has always been having a blog.  Blogs are a great way to get your opinion across and help others find useful information within a certain industry.  Sometimes, a company will even create several blogs related to their different activities.  Blogging needs to have structure and there are tools that will help you become better bloggers by helping you create high quality content which is relevant to the needs of the industry you are in.  Now, in order to blog you will need a platform which specializes in such a thing.  While there are many out there, one of the most traditional and perhaps the most chosen is WordPress. It is definitely one of the most versatile blogging and website creation platforms available.  In addition to that, WordPress’s open software structure allows users to use a plethora of plugins and tools to improve their blog and many of said tools are great at optimizing for search engines.  Out of all the different tools available, there is one that stands out above the rest and which is the preferred choice for SEO specialists.  Its name is Yoast SEO; rather catchy, isn’t it?  Yoast SEO boosts an already solid SEO platform even further.  So, what can Yoast SEO actually do for you? Let’s look at what the free downloadable version has to offer.

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1.    Stay on topic with your keyword


A great blog post cannot happen until you choose a great topic to write about. This often means choosing a word that will be the central point of the article. You will surely run some keyword analysis tools to make sure you have chosen one which is relevant and current.  Once you tell Yoast what your focus keyword is it will help you detect how well you are actually using the word.  It makes sure that keyword location and amount is appropriate, that means not having to worry about keyword stuffing.

2.    Stand out on search results pages


The title of your post and the meta description information that you provide search engines with is crucial to increasing rankings.  Yoast’s handy snippet editor lets you fine tune this most important information to make sure your site will rank as highly as possible on search engines.  It will even show you how the title and meta description will show up on Google, giving you an idea of how effective or eye-catching it is.

3.    Control the bots


The information that crawlers get from your site is another key factor for effective SEO.  Yoast can make easy work of this often grueling task.  Just input what you want indexed and what not and let Yoast deal with Google’s bots.  Easy peasy.

4.    To read or not to read? That is the question.


Readers need to be able to follow your post without must difficulty.  It must be natural and night mind wrecking.  Yoast helps you determine how readable a post really is.  It checks to see how well you use cohesive devices and whether active voice is the preferred speech pattern.  Furthermore, it tabulates the Flesch Reading Ease score which tells you just how easy the post is to read.

5.    Separate the original from the rest


Original content is one the ranking factors for any search engine algorithm.  This means that crawlers should be able to tell the difference between the first post about something and the following ones related to the same content.  Yoast’s canonical link elements plug-is helps you tell Google which are the original post, pages, tags, and categories which will allow the search engine giant to give you a higher, more appropriate ranking.

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6.    Leave the trail you want to leave


Have you ever noticed how on top of some sites there is a sort of summary of the pages you have clicked on to get where you are currently on a site?  Each page is followed by “>>”.  What you are noticing is the breadcrumbs that you have left along the way.  Breadcrumbs in SEO are quite useful because they help both users and robots know where to find specific information on a site.  And you don’t have to click the back button several times to return to previous pages, just click on one of the breadcrumbs and that’s that.  Yoast lets you adapt these breadcrumbs to your will, giving you more control over how users see your site.

7.    Site Mapping has never been easier


By now you have probably noticed a trend with Yoast: it’s incredibly user friendly.  This quality is especially helpful when it comes to site mapping, one of the most fundamental elements of any search engine optimization strategy and search engine algorithms.  Site maps give engines the layout of a website and a guide as to how to crawl it.  Yoast helps you control what information search robots will look for and which ones to avoid, something that is extremely helpful for when there is classified or really sensitive information that is for company eyes only.

8.    Last but not least, the all-important robot.txt and .htaccess files


Having clear and easy to read robot.txt and .htaccess files will go a long way towards helping Google rank you where it should.  Creating and updating those files is not always an easy task.  Yoast makes it easy, plain and simple.

Yoast is surely one of the best SEO tools you can have if you are on WordPress.  It makes a lot of the hard, technical work in SEO rather easy to do and maintain.