The first goal your blog should have is getting a person to read the article. The second goal is getting them to read a second article. To do that, readers have to be able to easily find the next article to read. We approached this problem by thinking like our readers. Several months before the merge and redesign, we completely reworked the categories on our site. Instead of aligning them with internal products or processes, we thought about what type of content a reader might be looking for, and based our categories on that. We also consulted with our team to make sure these were Google-friendly. Once we’d figured that out, we could develop a visual hierarchy to further encourage our readers to stick around. On the article pages, here are a few things.