Blog SEO Optimization

[sforschen]

Elixir Solutions SEO Optimization

Blog

EEAT (Expertise, Experience, Authority, Trustworthiness) Optimization

Adding author bio

Include an author byline for every blog article written

A close up of a label

Proves to Google that the article was written by someone with credentials. This is especially important for sites that write on health or finance related topics

Author bio pages for every author on the site (EX: https://www.healthline.com/authors/sarah-garone)

Adding a “reviewed by” byline

Under the author byline, include a “reviewed by” byline

Proves to Google that this information has been vetted by multiple trustworthy sources

Content freshness

Include a “date published” byline

Especially when the content information may change often, it’s important to give insight into when the article was published and if it’s been updated to reflect any new data or information

A close up of a label

Optimize headers

Title Tag

Shorten some title tags that are over Google’s character limit

You want to avoid long title tags that will get cut off on the results page

Include higher search volume terms in headers and title tag

For the NASH article, a better title tag would be: “Nonalcoholic steatohepatitis (NASH): Symptoms, Treatment, and More”

Using a keyword tool like Google Keyword Planner, you can compile a list of long-tail queries with search

Structure articles so that the header tags make it easy for users to navigate to different sections. Keyword research is a great way to create header tags.

For the NASH article, these would be good sample H2s:

What is Nonalcoholic steatohepatitis (NASH)?

NASH Causes

NASH Symptoms

NASH Treatment

Conversion

Optimizing landing pages

Optimize headers and title tags

Making title tags longer or including more keywords that pertain to the page

EX: https://www.elixirsolutions.com/members/specialty-rx

The current title tag is “Specialty Rx”

This title tag could be optimized by including other keywords that are pertinent to the page (EX: Specialty Rx: Specialty Pharmacy Support & Care)

“Specialty Rx” should be added to the H1 tag as well

Including CTAs

Add more CTAs on core landing pages in order to improve the user journey and get more customers in the funnel

EX: https://www.elixirsolutions.com/members/specialty-rx

This page could have more CTAs or internal links to other pages on the site that encourage membership or allow users to sign up

https://www.cvsspecialty.com/ is an example of a page that does this well

Add more internal links

All pages on the site could do with more internal links. Internal links not only help Google discover and value more pages, but they also allow users to better navigate across the site

We shouldn’t hide tons of internal links in accordions when we can use CTA or in-text links to add internal linking

EX: https://www.elixirsolutions.com/members/specialty-rx

The majority of the internal links on this page are hidden under accordions

[sforschen]

@janefrommaine these were recommendations from Rite Aid and I do like the idea of updating the blogs to include them. I know this might not fit all in this sprint but we can expand it over a couple.

[sforschen]

@janefrommaine @seanmilfort In the Elixir universal Figma file I have added to the example blog post what I would like the addition of author, date, and clinical reviewer to look like. I will be creating Bio pages for our writers and reviewers.

In the blog metadata, we already include the date, we will need to build the author and reviewer. the author and reviewer will need to be able to link to a bio page. The section will need to hide parts if no data is present.

The icon is in the Figma file and I have the SVG I can upload to the repo to pull in

A lot of the other changes are suggestions for authoring.

[janefrommaine]

@sforschen is there a location with all of the icons (figma file/sharepoint folder/etc)? Was hoping to check that source out so that I can match the naming convention when I pull this SVG into our repo.

[sforschen]

@janefrommaine Does not exist yet as we only have a handful of these in use. I do think we should set up a naming convention before I start putting them into the repo. Right now I just name them as a description of what they are no other thought into it yet. I will set up a call for us.

[janefrommaine]

@sforschen a couple questions about the Author and Reviewed Clinician...

1. Will they always have a bio page?
2. Will the urls to the bio pages always be internal, or will we need to support external urls?
3. What is the url pattern for the location of these bios?

On the authoring side, I was thinking to add two new rows to the page's Metadata table

1. Author
2. Reviewer

I noticed that if I make the value for these two new rows hyperlinks, Franklin strips out the hyperlink by the time I can use it in the javascript. I was wondering if we will always have the same url pattern for the location of the author and reviewer bios. If so, we don't need to add the hyperlinks in the word doc, I can just hardcode those urls via the javascript. What do you think?

[sforschen]

@janefrommaine

1. No they will not always have a bio page sometimes it will just be text and no link There is also a possibility there will be more than one author or reviewer separated by commas We need to take into account an auther may have credentials after their name

2. URLs for the foreseeable future will be internal. I could see us having guests eventually but not in the near future and maybe we can handle those with redirects or something like the bin routing

3. https://www.elixirsolutions.com/aboutus/bios/firstname-lastname or in the case of team bios like clinical or compliance team follows the same first last https://www.elixirsolutions.com/aboutus/bios/clinical-team We may want to handle this with the same method we do bin routing, a spreadsheet with the names and what page they link to

[janefrommaine]

@sforschen, do you have an example of a particularly long name with long credentials?

Something like: Samantha Patton, M.S., RN, CDON/LTC

I like the idea of using the spreadsheet for the names and directing to the correct bio pages. Maybe we'd want to store the credentials in that spreadsheet too, just in case we need to adjust the credentials in multiple places.

Do you expect we may have two people with the same first name & last name? If so, we probably cannot use their first & last name to look up a value in the spread sheet because it might return more than one

[sforschen]

@janefrommaine Yes thats the insane credentialing I am thinking of I do like the idea of storing it in the spreadsheet maybe the instructions for blog authoring include using the spreadsheet to get the name so it's always correct.

If we do that we should be able to also query the metadata and have a posts by author section down the road similar to our posts by topic that we have now.

I think it would be exceedingly rare we have two people with the same first and last name if it does happen we had the spreadsheet we could have a unique identifier (007) rather than by name then the URL is just whatever we select and add to the spreadsheet

[sforschen]

Reopening to fix author and publish date showing on bottom of blog page