Most discussions around blog content for SEO rest on a few simple questions. What is the audience of the blog? What type of content might they be interested in? In what style should the blogs be written (listicle, humorous, serious, informative)?
These are important questions that every blogger or digital marketer will need to know in order for a website’s blog to consistently deliver traffic and SEO value. But, unfortunately, they aren’t the question when it comes to blogs and driving traffic.
So what is it?
Before picking topics and headlines, it’s actually more important to consider where this particular blog might be found. Why is that? Because blogs will need differently-optimized headlines and keywords depending on where they might show up online for users to click.
Let’s take for instance an article on a lost dog that was found locally, and we’ll breakdown the bests ways for that topic to be packaged for each type of SEO it might encounter.
Social Media – For this article to be found on social media, it’s not so important what the keywords are (because people usually don’t search in social media apps). What’s important is that there is a great photo of a cute dog, and a headline that goes along with the common social media tone. Maybe a headline with the words “cute dog” or “precious puppy” are more likely to get clicked and shared on social media. For instance, a medical services company like NC HiFu might want to think twice before using technical blogs on their social accounts. Leadership Triangle in Raleigh uses their blog for internal announcements, updates and personal accounts.
Example: “Check Out The Cutest Dog Ever”
Google / Search Engines – But here’s the thing. People might be looking for cute dog stories on social media, but they likely aren’t just randomly googling that search term. And even if they did, Google would likely show comedy websites etc.. rather than a news article on a lost dog. So, for this article on a lost dog in Raleigh to show up in Google, the webmaster or blogger will want to be sure the headline is more built for related search terms and geographical identifiers. Barefoot & Associates lawn care and landscaping sticks to Google-driven blogs since most of their content centers around SEO-type questions and answers such as “What’s the best grass for Raleigh yards?”
Example: Lost Dog in Raleigh: Golden Retriever Puppy
Website lead – Maybe your website already gets lots of traffic. So, you’re not worried about your blog or articles showing up in Google or being shared on Twitter, you’re just worried about your blog looking great (because the users are already on your website!). In this case, you might just re-tool this blog to have the best content to convert users into customers. In other words, you’re less worried about keywords and geo-tags, and more worried about just giving good content, even if Google or Twitter can’t index it. For example, Jack Rabbit Signs in Raleigh has a gorgeous blog set up that invests time in the design and not just keywords. West Cary Wellness in Cary, NC worries about content over SEO keywords since they have two main keywords that are generally unrelated in Google (Chiropractic care and Weight Loss).
Example: Click for more information on Lost Dogs
Those are 3 examples for how the same content and topic can be optimized for three very different goals of a blog. It all depends on your individual goals. And remember, SEO is never just one dimensional.