I take a rather relaxed approach to SEO. I pay attention to a few things like using keywords, but not at the expense of good writing, and by that, I mean writing that informs, persuades, inspires, and (at times) entertains.
I don’t study search engine optimization. I don’t hire consultants. And I don’t spend time contorting my posts to conform to arcane rules of the day.
First, I hate this kind of stuff. It’s boring. And frustrating. One day it’s this way, next week it’s something else.
Second, I don’t need to. Google is smarter than I am and they always find a way to figure out what I’m saying and who should read it. What they want more than anything is well-written, high quality information, and that’s what I try to give them.
My favorite misconception is, “every headline needs a keyword.” I like this because I do try to include a well-searched keyword phrase in most of my headlines, but frankly, it often ruins an otherwise compelling headline.
Apparently, I can loosen up on the reins a bit. “If you can add a niche keyword in there, then all the better but don’t make that the be all and end all of your headline writing… A captivating headline brings click-throughs, links social shares and more traffic.”
There is a trade-off between being found (keywords) and being clicked (benefit rich headline). Apparently, if we write clickable headlines and high quality copy, Google will send us people who want to read it.
Content marketing for attorneys: click here