A friend teased me yesterday that the posts I wrote on Monday and Tuesday here hadn’t gotten as many comments as most of the posts here do. I told her that I wasn’t writing the posts for comments, but for search engines.
What? Yes, the primary goal for my post on creating a Social Media policy on Monday, and on Blogging policies on Tuesday were designed to do as well as possible for a specific search phrase. Monday’s post is now the #2 Google result for the phrase creating a social media policy, while Tuesday’s post is now the #1 Google result for the phrase creating a corporate blogging policy. And my own blog analytics show that Monday was a record day here for search traffic, and then I broke that record with yesterday’s post.
But I wanted to focus on the search value of those two posts because I knew that they were covering topics that companies have real questions about and need direction around. I knew these were topics that people are looking for help with, and doing so via search engines. So I made a point to optimize those posts to do well in search engines, and it’s worked very well.
Does that mean I didn’t want comments on those two posts? Of course not, but my thinking was that those posts were ones that readers here would be more likely to bookmark and save for future reference, rather than comment on. Other posts, such as my recent post on why introverts love social media WAS written primarily to get a discussion started in the comments, and it worked beautifully.
The point is, you need to give thought to what you are trying to accomplish with every post you write. For me, it doesn’t make sense to write EVERY post to win a specific search term, just as it doesn’t make sense to write every post in an effort to get 50 comments. For me, I need a balance, because I benefit from having higher search traffic as well as more interaction here.
This can help you as well, go back and look the posts you wrote in March, and make note of the primary reason why you wrote that post. Some examples could include:
- To generate comments
- To do well in search rankings
- To generate email contacts
- To send traffic to the company website
- To generate sales/leads
Now go back to your primary goals for your blog, and see how those goals compare to the goals for the content you have created. For example, if the top goal for your blog is to improve search rankings for company-specific terms and you haven’t written any posts with that goal in mind since March 1st, then that sounds like a disconnect.
This approach will help you stay focused on what your larger goals are for your blog, and help you track if the blog posts you write are helping you reach those goals.