Any text you present online should be written with the user experience in mind. Focus on relevant content with value that provides solutions to common problems, offers advice, or provides useful information. Get even more out of your text by making it as easy to understand as possible with:
- - Short Concise paragraphs
- - Descriptive titles and subheads
- - Bullet and number lists to break up "walls of text"
Internal links within a site can effectively direct visitors to other useful content on other website pages. The purpose of external links is to drive traffic from other sources back to your site. Google considers those links as a sign of credibility and trust when they come from relevant and reliable sources. Contrary to popular belief, linking to like-minded sites is perfectly fine and even preferable since there's likely to a chain of relevant links to follow. As for the balance, there is no set rule other than the fact that you don't want to have too much of one and not enough of the other. The mix that works for you will depend on the results you're getting with traffic and conversions.
Visual content is 40-times more likely to be shared than text alone. Videos alone account for more than half of all online traffic. Regardless of what images and videos you plan to include in your content to take advantage of this trend, make sure it's relevant to your brand or providing some type of value. Optimize your images and videos for SEO with captions and titles that include keywords where it makes sense to use them; meaning don't make your captions awkward just to fit in a keyword. Also choose quality images and that aren't blurry or low in resolution. Videos should consistently play straight through and not appear jumpy.