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Adwave Blog SEO Rules

Overview

These rules ensure all Adwave blog content is optimized for search visibility while maintaining quality and readability.

Keyword Strategy

Primary Keyword Placement

Every article must have ONE primary keyword target. Place it in:

1. Title (H1): Within first 60 characters
2. URL slug: Hyphenated, lowercase
3. First paragraph: Naturally within first 100 words
4. At least one H2: Where it fits naturally
5. Meta description: Within 155 characters

Secondary Keywords

Include 3-5 secondary/related keywords throughout the article:

• Use in H2/H3 headings where natural
• Sprinkle through body copy
• Don't force—readability trumps keyword density

Keyword Formatting

Primary: "CTV advertising for small business"
Secondary: "connected TV ads", "streaming TV advertising", "CTV costs", "small business TV ads"

Title Guidelines

Format

• Length: 50-60 characters (will truncate in SERPs beyond this)
• Include primary keyword near the front
• Use power words: "Complete", "Ultimate", "How to", numbers

Title Patterns That Work

• How-to: "How to Advertise on Roku: The Complete Small Business Guide"
• List: "CTV Advertising Statistics: 25 Numbers Every Marketer Needs in 2025"
• Comparison: "CTV vs. Meta Ads: Which Channel Delivers Better ROI for SMBs?"
• Guide: "TV Advertising for Restaurants: The Complete Marketing Playbook"
• Case Study: "Case Study: How a Local Restaurant Grew Sales 40% with CTV Ads"

Title Don'ts

• ❌ Clickbait that doesn't deliver
• ❌ ALL CAPS or excessive punctuation!!!
• ❌ Generic titles without specific value ("TV Advertising Tips")

Meta Description

Format

• Length: 150-155 characters
• Include primary keyword
• Include a clear value proposition
• End with implicit or explicit CTA

Template

[What the article covers] + [benefit to reader] + [subtle differentiation or CTA]

Examples

• ✅ "Learn how to advertise on Roku for your small business. Complete guide to costs, targeting, and getting started—even on a limited budget."
• ❌ "This article is about Roku advertising. Read more to learn about it."

URL Slug Guidelines

Format

• Lowercase, hyphen-separated
• 3-5 words maximum
• Include primary keyword
• No dates in URL (allows evergreen updates)

Examples

• ✅ roku-advertising-small-business
• ✅ ctv-vs-meta-ads-comparison
• ❌ how-to-advertise-on-roku-the-complete-small-business-guide-2025
• ❌ roku_advertising_guide

Heading Structure

Hierarchy Rules

H1: Article title (ONE per article)
  H2: Major sections (3-7 per article)
    H3: Subsections within H2s (0-4 per H2)
      H4: Rarely used, only for complex technical content

H2 Guidelines

• Include keywords naturally (not forced)
• Benefit-oriented when possible
• Front-load important words
• 40-60 characters ideal

Good H2 Examples

• ✅ "Roku Advertising Costs: What to Really Expect"
• ✅ "How to Create Ads That Work on Roku"
• ✅ "Step-by-Step: Launching Your First Campaign"

Bad H2 Examples

• ❌ "Costs" (too vague)
• ❌ "Now Let's Talk About The Various Costs Associated With Advertising" (too long)
• ❌ "Roku Advertising Roku Costs Roku Guide" (keyword stuffing)

Internal Linking

Requirements

• Minimum 4 internal links per article (more when relevant)
• ALWAYS fetch sitemap first: Use firecrawl_map(url: "https://adwave.com") before writing
• Link to relevant existing Adwave content
• Use descriptive anchor text (not "click here")
• Link early in article when possible (within first 500 words)

Anchor Text Guidelines

• ✅ "learn more about CTV advertising basics"
• ✅ "our guide to TV advertising for dentists"
• ❌ "click here to learn more"
• ❌ "read this article"

External Linking

When to Link Out

• Citing statistics or research
• Referencing authoritative sources
• Supporting claims with evidence

External Link Rules

• Open in new tab
• Only link to authoritative sources (industry publications, research firms, major platforms)
• Don't link to direct competitors' blogs
• Platform sites (Roku, Hulu, Amazon) are fine

Linking to Data Sources

Always cite sources for statistics:

• ✅ "CTV ad spending reached $25 billion in 2024 (eMarketer)"
• ❌ "CTV ad spending reached $25 billion in 2024" (no source)

Image SEO

Alt Text

• Describe what's in the image
• Include keyword if natural
• 125 characters or less

File Naming

• Descriptive, hyphenated lowercase
• ✅ roku-advertising-dashboard-screenshot.png
• ❌ IMG_12847.png

Image Guidelines

• At least 1 image per 500 words
• Featured image required
• Compress for web (under 200KB when possible)

Content Length by Type

Featured Snippets Optimization

Target These Formats

• Definition boxes: "What is CTV advertising?"
• Step lists: "How to launch a Roku campaign"
• Comparison tables: "CTV vs. Meta ads"
• Statistics: "CTV advertising statistics 2025"

Format for Featured Snippets

For definitions, use this pattern immediately after an H2:

## What Is CTV Advertising?

CTV advertising (Connected TV advertising) is the delivery of video ads through internet-connected television devices like Roku, Amazon Fire TV, Apple TV, and smart TVs running streaming apps like Hulu, Peacock, and Tubi.

For lists, use numbered steps:

## How to Launch Your First Roku Campaign

1. **Create your ad creative** - Upload video or use AI tools to generate
2. **Set your targeting** - Choose geography, demographics, and interests
3. **Set your budget** - Start with as little as $50
4. **Launch and monitor** - Review performance metrics daily

Schema Markup Recommendations

Article Schema (Required)

All posts should include:

• headline
• description
• author
• datePublished
• dateModified
• publisher (Adwave)

Additional Schema by Type

• How-To Articles: HowTo schema
• FAQ Sections: FAQPage schema
• Statistics Posts: Consider Dataset schema
• Case Studies: Article with review elements

Evergreen vs. Time-Sensitive Content

Evergreen (Most Content)

• Don't include years in URLs
• Write content that ages well
• Update statistics annually

Evergreen Title Year-Dating

Why: Year-dated titles signal freshness to searchers and improve CTR in SERPs. Google favors recently updated content.

Current year: 2026 (update this line every January)

Which content types get year-dated titles:

Rules:

1. Place the year at the END of the title, in parentheses: (2026) or (2026 Guide)
2. Do NOT put years in the URL slug (allows evergreen updates without redirects)
3. Every January, batch-update all year-dated titles from the previous year to the new year via Contentful
4. When updating year in title, also review the article body for outdated statistics or claims

Time-Sensitive (Reports, Predictions)

• Include year in title and content
• Plan annual updates
• Archive or redirect when outdated

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import