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WordPress content writing: 10 tips to maximise engagement

WordPress content writing: 10 tips to maximise engagement

WordPress content writing: 10 tips to maximise engagement

home / Archives for March 2021

Creating great WordPress content is beneficial for countless other areas of website performance, including search engine rankings, user experience and conversion rate optimisation.

In this blog, we provide 10 top tips for WordPress content writing so you can get your content in optimal shape and maximise engagement…

1. choose relevant topics

Whether you’re writing blogs, creating new webpages or adding other content, our number one tip is to ensure relevance for your target audience. This means targeting your priority keywords.

Keywords are the main words and/or phrases that your website is about. They should align with the things that your audience is searching for on search engines.

For example, if you run a bakery business, there’s no point writing about floor cleaners! Instead, you should focus on the keywords that are of interest to your users – in this case, probably about bread and cakes.

The keywords in your content affect how search engines understand and rank your website. This in turn affects who finds and visits your site.

Make sure your both your content’s body text and URL contain your target keywords and any other relevant words/phrases. This will maximise performance on search engines and help you reach the most relevant readers.

For more info on maximising your website’s search engine performance (SEO), check out our Ultimate WordPress Optimisation Guide.

2. include links

Linking to other content keeps users reading and engaged. It’s a good idea to link to other blogs or pages on your website to help people find relevant information and stay on your site for longer.

Linking also shows search engines how your content relates to each other, which aids in SEO.

External (or outbound) links are often helpful too, and can be used to direct users to other sources of information, such as social media profiles or related articles.

They tell search engines that the external content is similar to yours and may also encourage other websites to link back to you (which is also beneficial for SEO). But bear in mind that external links should be used sparingly as they direct users away from your site.

3. think about design

To maximise engagement, content needs to be both well-written and laid-out effectively and appealingly.

A great way to help people enjoy reading your content is by using headings, short paragraphs and lots of white space. This breaks up the text and makes it easier for people to skim through and find what they need.

Imagery is important too. As the saying goes, a picture says a thousand words! Just make sure your images are compressed for fast-loading – an image optimisation plugin such as Smush is well-worth installing for this purpose.

Finally, don’t be afraid to go bright and bold with your content. Researchers have found that coloured visuals increase people’s willingness to read by a massive 80%!

4. add search engine data

Search engines display a limited amount of information on their results pages. It’s a bit like a ‘teaser’ for your content, and it needs to be optimised to encourage people to click-through.

We recommend installing Yoast, a free WordPress plugin with loads of SEO features to enhance your content. One of these is an SEO toolbox which Yoast adds for all blogs and pages – find it underneath the text for each piece of content in the back-end of your WordPress site.

Make sure to fill-in the toolbox information for optimal search engine performance. Your content’s meta description is a snippet of 150-160 characters which gives a summary of what users can expect if they click-through.

Your SEO title should explain what a particular piece of content is about and include the main keyword you’re targeting. Google is only able to display 50-60 characters for title tags, so make sure to stick to this limit.

It’s important to add SEO data for imagery too. Alt text describes what’s in each picture and helps search engines understand how to categorise and rank them. You can add alt text either when you upload an image or at any time afterwards in your Media Library.

With the Yoast plugin, you’ll also find that all pages and blogs are given a coloured SEO dot indicating search engine performance. You can see these in the ‘Posts’ and ‘Pages’ areas of your WordPress back-end, with different colours indicating the following:

  • Red = poor
  • Green = good
  • Orange = room for improvement
  • Grey = no SEO information available (eg. where no target keyword has been entered)

These can be used to indicate which content need prioritising for further search engine optimisation.

5. proofread

There’s little more annoying than content that doesn’t make sense, with missing words, poor spelling or incorrect grammar.

So, this tip is sweet and simple – make sure to proof your content and correct any errors before publishing. Ideally, proofreading should be done by someone other than the person who wrote the content as they will then have ‘fresh eyes’ and be more likely to spot mistakes.

6. enable caching

Having faster-displaying content is better for both user experience and search engine algorithms. And one of the simplest and most effective ways to improve website speed is by enabling caching.

Caching involves storing your website data in a temporary storage space called a cache. A ‘snapshot’ of your content is made when it’s displayed initially, and then this ‘remembered’ information is used for future website visits to speed-up loading times.

We recommend enabling browser caching on your WordPress site with a plugin such as Cache Enabler. You can select the type of caching, and which webpages are cached, in the plugin’s setting.

7. publish comments

Most WordPress themes allow your site visitors to add their own written responses to your blog posts and webpages.

Whenever such comments are submitted, they’re held in moderation until they’re checked and either approved or deleted. Therefore, make sure to check the ‘Comments’ section of your WordPress dashboard regularly to remove any spam and publish and reply to useful comments or feedback.

8. enable AMP

By enabling AMP, special, fast-loading versions of your pages become available. This is particularly beneficial for mobile-users, who typically expect content to load instantly and will exit slow websites.

You can enable AMP by installing the free WordPress AMP plugin on your site. However, a brief word of warning – this plugin is incompatible with some other WordPress themes and plugins and can therefore cause website problems.

So, make sure to backup your site before installing and conduct thorough testing afterwards to ensure everything is still functioning correctly. If you encounter any issues, ask your WordPress agency for advice.

9. check analytics

Another great way to optimise your WordPress content is by tracking analytics data. With Google Analytics (or a similar tool), you can find out which blogs and pages on your site are most popular, and then create related content to encourage further engagement.

Google Analytics also collects a range of other information which can help in enhancing content. This includes:

  • When people are visiting your site
  • Which devices/browsers are used to view your site
  • How site traffic varies over time
  • User demographical information
  • How people navigate around your site
  • And, how people find your content

Ultimately, collecting and using this information to make data-driven decisions gives you the best chance to create relevant, tailored content and maximise engagement.

If you don’t already have Google Analytics on your site, make sure to follow our step-by-step ‘how to add Google Analytics to WordPress’ guide.

10. publish regularly

Our final WordPress content tip is to publish regularly! By adding new blogs and articles, you signal to both users and search engines that your website is active, fresh and worth visiting.

We recommend creating a content plan and scheduling publication in advance. This means you can plan content around particular times of year, organisational events and your availability.


For more expert tips, read our ultimate WordPress optimisation guide, in which we explain everything you need to know about how to improve and maintain your WordPress website.

Or, for on-demand WordPress support from an agency with more than two decades of experience, please get in touch.


Drupal SEO checklist: key steps to improve your Drupal site’s SEO

Drupal SEO checklist: key steps to improve your Drupal site’s SEO

Drupal SEO checklist: key steps to improve your Drupal site’s SEO

home / Archives for March 2021

Search Engine Optimisation (SEO) is vital to ensure your Drupal site is ranked highly on search engines. The more you optimise, the more click-throughs and traffic you’ll be likely to gain.

In this blog, we provide a checklist of SEO tasks you can schedule in your diary. These are more or less guaranteed to boost your search engine performance and organic traffic levels!

1. Check Drupal SEO health

We highly recommend giving your Drupal site a regular SEO health check. There are lots of free online tools which offer this, but we particularly like Ubersuggest’s SEO analyser.

On Ubersuggest, simply type in your URL, select your language/country and click ‘Search’. This will generate a report showing your organic traffic levels, domain score and keyword count – it’s worth making a note of this information and trying to improve your SEO stats over time.

Next, go to the ‘Site Audit’ section in the left-hand menu, where you’ll find a list of SEO issues needing attention, ordered in terms of priority and impact. These should be fixed to improve your website’s search engine performance.

2. Keep track of SEO improvements

We recommend installing the Drupal SEO Checklist module to keep track of your SEO ‘to do’ list.

Whilst the module doesn’t perform any SEO tasks itself, it provides a useful list of suggestions and best practices to enhance your Drupal site’s search engine rankings.

A date and time stamp is recorded as each item is completed so you can stay on top of what has and hasn’t been done. You can even download a report showing the completed SEO tasks.

We’ve got lots more great suggestions for Drupal SEO modules worth installing on our blog.

3. Use Google Search Console

Google Search Console is a great set of tools and reports provided by Google to help you measure and increase your website’s organic performance. And it’s completely free!

You can use Google Search Console to find out information such as:

  • the keywords people are using to find your website
  • how many search impressions you’re getting
  • how often people click-through to your site from the search results
  • the most popular website pages for organic traffic
  • any errors which may be impacting SEO

If you’re not already registered with Google Search Console, you’ll need to add and verify your site before you can see any data. Once set-up, we recommend checking Google Search Console regularly to benchmark and improve your Drupal site’s SEO.

4. Add new content

By adding new, high-quality content to your website on a regular basis, you signal to search engines that your site is active and worth indexing. In fact, SEO experts often say that producing and publishing content is the most important SEO tactic of all – “content is king”.

We recommend creating a content plan and scheduling relevant blogs, articles and other content to publish in advance. For best results, make sure your content includes priority keywords, is displayed appealingly, and is relevant and interesting to your target audience.

5. Boost site speed

With speed an SEO ranking factor, it’s important to ensure your site loads as rapidly as possible to maximise search engine performance.

You can check your Drupal site speed with a wide range of online tools – we recommend GTmetrix. This gives two speed scores and also includes recommendations for speed improvements.

For more information on how to implement any recommendations and boost your website speed, read our Drupal speed optimisation blog.

6. Optimise images

Images are often the heaviest elements on websites, and therefore are commonly responsible for increasing site loading times. With speed used in search engine algorithms as mentioned above, it’s well-worth optimising images to improve organic performance.

If your website uses Drupal 6 or Drupal 7, you’ll need to manually edit and compress images. Alternatively, you can install an image optimisation module – we recommend Image Optimize.

Happily, for Drupal 8 and Drupal 9, images are resized and scaled automatically by the Drupal core for optimal – and rapid – loading.

Regardless of your Drupal software version, it’s also vital to add keyword-rich alt text to images. These are text descriptions explaining what’s in each picture – and they’re used by search engines to understand and index your content.

7. Ensure mobile responsivity

Mobile responsivity/compatibility is yet another SEO ranking factor, so it’s essential to optimise your website for mobile and tablet browsing. In fact, Google generally uses the mobile version of sites for indexing.

We recommend performing the Responsive Test and Google’s Mobile-Friendly Test to check how your site is appearing and functioning across different devices.

If you have a Drupal 8 or 9 site, then you don’t need to do much more to ensure mobile compatibility. Your Drupal core has more than 100 features as standard to ensure content is displayed effectively across devices.

For Drupal 7 and earlier versions, make sure to use a responsive website theme. You can check your whether your current theme is mobile-friendly in this Drupal.org list. It’s also worth installing specific modules to add the most relevant mobile-friendly features to your site.

8. Fix broken links

Search engines find content via links. When these are broken, they come up as a 404 error message rather than the correct page – causing significant SEO problems.

You can check for broken links on your site with various online tools, such as Dr Link Check. If you have any broken links, you should manually update these to ensure they’re correct.

It’s also worth installing the Drupal Redirect module so you can add redirections as soon as any website URLs are removed or changed.

9. Seek backlinks

Finally, gaining backlinks is a great way to demonstrate to search engines that your site is valuable and worth ranking highly.

These are links to your site from other websites; they act like personal recommendations. The best backlinks are from websites that are relevant to your site and with high domain authority.

The best way to attract backlinks is by creating high-quality content and sharing this as widely as possible – hopefully other sites will then want to link to it. You can also ask other websites for backlinks directly and/or write guest blogs that include links back to your site.


For more expert Drupal tips and a full Drupal website maintenance checklist, read our ultimate Drupal optimisation guide. Or, for on-demand Drupal support from an award-winning agency with more than two decades of experience, please get in touch.