We’ve completed our second year, which focused on improving the blog and increasing traffic. Honestly, I didn’t expect so many authoritative publications to feature our blog or for it to achieve high rankings on Google so quickly. My focus was on Search Engine Optimization (SEO), creating valuable content, and implementing the best practices. Now that this work is done, I’m ready to reflect on the journey, and share a practical guide.

This is a year’s worth of work condensed into five actionable tips. These strategies have delivered proven results, so you can confidently implement this guide. Here is what I’ve done:

1. Added schema markup.

Schema markup (structured data) helps search engines better understand the content of a website. It increases the chances of obtaining rich snippets, which have higher click-through rates than standard search results. While using schema doesn’t always guarantee rich snippets, it can still help you achieve higher positions in search results.

For example, if your website features books, you can use schema markup to enhance how Google displays them in search results. The image below is a good example. In the bottom left, the Amazon link shows ratings, prices, and other details. On the right, the book is neatly presented in the sidebar.

Currently, there are 811 schema types, but you don’t need to know all of them. Focus on learning the essential types you’ll need, such as Article, Blog, Person, FAQPage, Book, and BreadcrumbList. I’ve implemented some of these myself, inlcluding Blog-type schema. Edit the snippet below to suit your needs and add it to your blog:

[
  {
    "@context": "https://schema.org",
    "@type": "Blog",
    "name": "OSINT Insights",
    "url": "https://www.osintinsights.com",
    "description": "A blog dedicated to open-source intelligence (OSINT) tools, techniques, and case studies.",
    "publisher": {
      "@type": "Organization",
      "name": "OSINT Insights",
      "logo": {
        "@type": "ImageObject",
        "url": "https://www.osintinsights.com/logo.png",
        "width": 200,
        "height": 60
      }
    }
  }
]

Here are a couple of ways to implement schema, sorted from easiest to hardest:

• Use plugins — There are many content management systems (CMS) available. Find the right plugin to automate the SEO process. For example, use Yoast for WordPress or Hello Rich Snippets for Shopify.
• Use markup helpers — Markup helpers provide templates that you can gradually fill by selecting relevant content on your webpage. This approach gives you more control and eliminates the security risks of installing plugins. A great tool to use is Google's Structured Data Markup Helper.
• Write it manually — Learn the schema and create a custom code snippet that perfectly fits your needs. While it takes time to understand all the schema types, focus on the ones you actually need. You can use AI assistants like ChatGPT to guide you through the process.

It’s important to validate your schema after creating it using validator.schema.org and Google Rich Results Test.

2. Made the text readable.

I have implemented all the requirements for well-displayed text from the very beginning and constantly used them as a reference. Create your own guideline and follow it as you grow. Well-readable text is no longer a user experience perk, but a necessity. Some companies are being sued for not following accessibility practices. Implement the following best practices to ensure your text is accessible.

Font size

Body font sizes should be at least 16px. You may use smaller sizes if the typeface has particularly large characters or uses uppercase letters. However, the font size shouldn’t be less than 14px. Always use REMs instead of pixels when defining font sizes, as REMs allow text to scale dynamically based on the user's browser settings.

Font contrast

Proper font contrast ensures text is easily readable, enhancing both user experience and accessibility, particularly for individuals with visual impairments. According to WCAG guidelines, font contrast should meet a minimum ratio of 4.5:1 for normal text and 3:1 for large text (18px or 14px bold). Numerous tools and plugins, such as the WebAIM Contrast Checker and Accessible Colors, are available for contrast checking.

Line length

The optimal line length for body text is 60–75 characters. Lines that are too short require the human eye to make more frequent jumps, while lines that are too long can be difficult to follow. Occasionally, in sentences with many short words and punctuation, the line length may extend to 80 characters, but this is acceptable.

Line height

Line height refers to the vertical distance between lines of text. It is recommended to set line height to between 1.5 and 2. I follow W3C accessibility guidelines, as many people with cognitive disabilities have difficulty tracking lines of text in single-spaced blocks.

Use left alignment

Avoid justifying text. While those perfect rectangles may look visually appealing, they create uneven spaces between words, which can hinder readability. Yes, printed newspapers use justification, but they carefully control the flow of every word before printing it at a fixed size. The web, however, is fluid, and you don’t have the same level of control. Always align text to the left. By the way, this applies to cultures that read from left to right; in other cases, left alignment should not be used.

3. Added table of contents.

A table of contents helps users understand what’s on the page without delving into details. It enables readers to quickly determine whether the article satisfies their needs. It also improves navigation, as each heading in the table of contents is linked to the relevant part of the page. This allows readers to jump to sections of interest without having to scroll through irrelevant content.

The benefits of using a table of contents on the page include:

• A scannable overview of the page with direct access to specific sections.
• Increased discoverability of content at the bottom of the page.
• The ability to share specific page sections.
• Improved discoverability in search engines.
• Encouraging writers to properly use headings and sub-headings.

The table of contents should be automatically generated based on the headings on your page—avoid doing it manually.

4. Published public newsletter.

Usually, I wouldn’t recommend hiding your newsletter. Some send newsletters straight to the inbox without publishing them because their platform doesn’t allow it. Additionally, some companies choose not to make their letters public for specific reasons. For example, private newsletters feel more exclusive and can help build a better relationship with the audience. However, I believe public newsletters have more benefits, such as:

• Index in search engines — Publicly accessible posts are crawlable by Google bots. Ranking in search engines is crucial for bringing organic traffic.
• Wider audience reach — Public posts can be shared on social media, allowing non-subscribers to discover your content and potentially subscribe.
• It gives people choice — People prefer to know what they’re about to receive. Allowing them to check your content increases conversions.
• It increases trust — Not everyone is willing to share their email, especially in the intelligence sector. Providing open access to your newsletter builds trust. People will subscribe when they feel they know you better. You should earn the trust of your readers.

Add sign-up forms across your website and make them easily accessible. As a result, your sign-ups might increase by 274%. Also, include a nice welcome message when readers subscribe. When our visitors sign up for the newsletter, they receive a warm welcome message. We’re more than just a blog; we’re a community, and I want our visitors to feel that.

5. Added engaging pages.

A good blog has valuable content. A great blog has unique and engaging content that is more than just a set of articles. To make the blog more engaging, I added the best OSINT resources page. The OSINT community loves great collections, and each of us has our own. The collection I created consists of vetted links and provides a high-level overview of the best websites, so professionals from any domain can quickly find something suitable.

The idea of a resources list isn’t unique — many people have been doing it on GitHub, Start.me, and their personal websites. However, the resources page I created is not hidden behind sign-up screens and doesn’t contain invasive scripts or popups. Also, it’s optimised for mobile devices and beautifully presents the data. Accessible, lightweight, and responsive — that’s what gives it a technical advantage. It also features a clean, minimalistic design, making it easily understandable and visually appealing.

Understand your niche and what your audience would find useful. You can improve your blog to the limit of your imagination, as long as it provides tangible value for your audience. I certainly haven’t finished with these improvements and will be adding more.

What’s next?

These 5 tips I mentioned above will certainly improve your Google rank and bring more traffic. Can you do more to push your blog even higher in search results? Of course! You need to improve your website’s health score, wisely redirect traffic from your socials, and implement additional optimization techniques. I’ll reveal those techniques and how to implement them efficiently in the next article.

Also, if you are passionate about OSINT and would like to join a skilled team to gain valuable experience, we welcome new team members. You can find our contact email at the bottom of the Support Us page.

Subscribe to our newsletter using the form below to make sure you don’t miss the next insight. Enjoyed the article? I've also published an awesome tutorial based on our first year:

How to start a tech blog? Reflections on the year of hard work

The only guide you’ll ever need to start a blog. Find the best blogging platform, design your website, optimise page speed, and more insider tips.

OSINT Team - Learn OSINT from expertsPetro Cherkasets

Thank you to everyone who submitted their articles or collaborated with us in any way. Our third year is going to be even more exciting, and I look forward to receiving your article submissions.

Now it’s time to treat myself and celebrate our anniversary!