Brain Vibe

marketing muses to stay engaged

The Importance Of A Compelling Blog Title


search seo sem long tailMost people adhere to the fact that to improve SEO a key component is having a keyword rich blog title.  Okay, that’s a no brainer.  However, I think there is more to a great Blog title than savvy SEO, but still a big factor in search.  You need to create a compelling blog title that stands out in long tail search and after PPC efforts.

I wrote an article several months ago on social media in Latin America.  It was never a show stopper in terms of first day visitation.  What is interesting is that it is no. 2 of my top most read posts and almost never fails to get at least one reader per day.  Outside of a topic that is probably compelling, when I’ve analyzed the results of long tail searches and those specific to latin america, this post is not on the first page.  It is not on the second page.  In fact, it is ususally pretty deep in the search results.  At times I just give up. (Yes, Google will customize results based on your profile, but I don’t think it alters the results drastically.  For those unfamiliar, do a search with your name on Google then have your friend do the same thing on their computer.  You’ll get similar but different results.)

This really got me thinking about how people determine what search results they are going to click through and I’m coming to the conclusion that two things are happening.  1)  Search results at the top are more marketing driven and may not actually be sources seekers consider a good source of information for a variety of reasons.  2)  Once a seeker has determined to head down into the bowels of search results, they need an easy way to realize the information they seek.

As marketers, we spend a lot of time focusing on the former.  However, I think there is something to the latter to consider.  People are pretty savvy at cutting through the marketing results.  URLs are a dead give away as to who is providing the information which can be pro or con depending on what the person is attempting to know or do.  Long tail searchers are more indicative of researchers trying to educate themselves and are looking for trusted sources.  Thus, moving deeper into search results let’s them move beyond perceived biased information driven by savvy marketing.  But, if you’ve ever gone more than a couple pages deep, you know search titles become more and more irrelevant and vague with a few gold nuggets thrown in.  Thus, the title of your blog is even more important to stand out from the pack.

For acquisition strategies, best practices for SEO/SEM are still the way to go.  If you want to cultivate a market and reach deep grabbing customers at the beginning of their consideration process, having a better understanding of long tail search and the ability to stand out after primary search pages is key.  Not all of your blogs will be able to stay at the top of search results over time, but a good number of steady pullers in your portfolio will help attract visitors over time and help them become more aware of what you have to offer.  Pick a strong blog title to stand out.

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Filed under: blogging, social media, social media marketing, , , , ,

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