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Evergreen Structure 9: Maximizing Photo Pageviews

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The following example is not a one size fits all. Every article is unique and will require its own structure to satisfy the content. However, this example can be used as a visual guide to help you brainstorm the right structures to use for your evergreen articles. Inline gallery garner photo pageviews as the reader scrolls down the page. 

Benefits of This Structure?

  • The H2s and the ToC help readers jump right to whichever inline gallery they find most interesting. 
  • This will likely increase engagement and create a better mobile experience. 
  • Having H2s with a solid paragraph of content will make it so you don't have a loss of 
    Time on Page on the article that contains all of the inline galleries.
  • Having alt text and captions throughout each inline gallery can increase keyword use and improve SEO.
  • Photos are shareable on social media. 
  • Photos can be used to hyperlink to related content in a nonintrusive way.
  • Galleries can be beneficial for having content surface on the Google image results pages.
  • In some instances, galleries with informative captions can capture the featured snippet. 
  • Captions are a way to hyperlink in a nonintrusive way.

The example below will give you ideas about how to structure photo-heavy article.

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Sourcing and Linking : While it's frequently suggested that you don't link to a competitor's website, sometimes it's unavoidable. Google is constantly updating its algorithm to emphasize YMYL content and quality backlinks. To avoid the problem of losing through-traffic to your sources, consider burying sources in a sources section beneath your related content. If you link to your sources throughout the article, consider numbering them using superscript. People are less likely to click on superscript text than they are on good anchor text. So, make sure to have a good anchor text when interlinking to your articles. Just remember to never link downward in quality. 

Word Count and Ranking Position: Generally speaking, if you write a longer evergreen article that uses keywords in a natural way, you will have an easier time ranking high on SERP. There is no set in stone or one size fits all rule for word length, but thoroughly explaining an evergreen topic often takes anywhere from 1000 to 2,500 words. You might find that your word count is lower than expected. If you've put a lot of text in the captions of your galleries, then this is the likely culprit. That text is not counted on the CMS as belonging to a body paragraph. Don't worry, Google will still see your article as content-rich and informative.

To Learn more about evergreen content, read "13 Steps for Improving Your Evergreen Content" or schedule a training session with Nick Wright (nwright@maven.io).
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