Optimize Posts for Search


You can make a big impact on your content's search performance by following these best practices during content creation.


Content that includes rich media tend to rank better in search results. That is why it is important that embedded images are also optimized for SEO by including a readable title, alt text, and attribution where relevant.

Read more about optimizing images for SEO here.

Meta Title

Google typically displays the first 50-60 characters of the meta title.  Keep in mind that search engines control what title will appear and your meta title may be overwritten to better match the search query. We encourage you to use keywords in the meta title as these will be highlighted in the search display results. 

If you do not explicitly set the Meta Title, Tempest will default to the Title of the content item.

Meta Description

Meta descriptions should include appropriate keywords to help engage readers across search engines. Think of the meta description as marketing language for your post.

Suggested length is 160 characters to ensure that the full description is included in search results. Keep in mind that the display is likely but at the discretion of the search engine. 

If the meta description is not explicitly set, Tempest will default to the teaser, it not available, to the dek, and finally to the body. 


The Slug should be easy to ready and appropriately descriptive, allowing users to easily and accurately predict the content they will find on the page. If a page is targeted to a specific term of phrase, it should be included in the URL. This should be done sparingly. Be mindful of overstuffing which could have a negative impact on SEO. For more details on overstuffing, visit Optimize Keywords

Rich Terms

On Tempest we refer to "tags" as Rich Terms (they mean the same thing). 

We do not enforce any limitations on the number of terms that can be applied to content. That said, there are a few best practices that we would encourage sites to keep in mind:

  • Avoid “tag stuffing” which renders tagging useless in terms of effective navigation and SEO. Less is more. The more relevant, curated, and appropriate the terms, the better the piece of content will perform.
  • Never tag a page for the sake of tagging the page. This is useless. The key is to tag sparingly and efficiently. Each term should be highly relevant to the post you are tagging.
  • Try to leverage rich terms in vocabularies that are relevant to the structured data. For example, on Recipes the Recipe Category, Recipe Cuisine, and Cooking Method are all structured data points and should be defined whenever possible. 


Keywords play an important role in SEO and can be very effective when used properly. There are certain areas where we recommend keywords to be used when possible:

  • In the title of the page
  • In the URL of the page
  • Throughout the body of the page in various forms
  • In the Meta Description
  • In the Image Title or Alt Text 

It is important to not simply throw in keywords for the sake of it. Ultimately, Google and other Search Engines are looking for well crafted content to promote in their search results. They have methods of identifying "Keyword stuffing" which refers to the practice of loading a page with a ton of keywords in attempt to manipulate the site's ranking in search results.

To learn more about how to best leverage keywords visit Optimize Keywords.
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