It is as easy for business owners to find decontextualized, outdated, and misleading advice about search engine optimization (SEO) as it is for to find decontextualized, outdated, and misleading advice about dating and relationships. Lawyers are used to reading between the lines, so a fun parlor game to play with your buddies from law school after a night of drinking would be to read articles of dating advice and speculate on who the target audience for such advice is, as well as what would happen if someone were to apply said advice literally. Similarly, in this post, we deconstruct a post from the Elle and Company Design website, in which the author, Lauren Hooker, purports to reveal the “secret formula” for writing a successful blog post.
How to Write Blog Post Titles for Humans (and for Search Engines)
Hooker’s first piece of advice is to write a catchy title for your blog post, perhaps even before you write the post. This piece of advice is aimed at making your post appeal to humans. Google doesn’t care whether your post title is catchy. For purposes of attracting search engine, the most important criterion for a successful blog post title is that it should contain keywords, preferably the main keyword for which you are trying to optimize. For Google, a boring title that includes your main keyword is just as good.
Where Writers See Outlines, Google Sees Subheadings
Hooker’s second piece of advice is to write an outline before you write your blog post. While this piece of advice seems to be aimed primarily at making it easier for writers to write high quality blog posts quickly, it has fringe benefits for both readers and search engines. If you outline before you write, the resulting post will be well organized, so readers will be able to find the information they need easily. Meanwhile, Google will see the remnants of your outline in subheadings, which are an ideal place to include keywords.
Are Short Paragraphs an SEO Gimmick?
Hooker, like other purveyors of content creation advice, recommends writing short paragraphs. The main purpose of this advice is to make the text easier for readers to follow, and not because they have short attention spans. The real purpose of this advice is that it is easy to lose your place when reading long blocks of text on a screen, especially the small screen of a mobile phone. Google likes small paragraphs, but readers, especially those reading blog posts on their phones, as many people do when doing research to help them choose a lawyer, appreciate them even more.
Professional Legal Content Writers
Many lawyers are great writers and enjoy writing, but most of them have grueling work schedules that leave no time for blogging. You can count on Law Blog Writers to create informative, original content that appeals to Google and to the human beings who search it when they need legal advice.