Here is the truth about writing blogs that work: your audience is not human. People don’t read blogs, they search. Search engines read blogs. Therefore an effective blog is one that will be found and read by a search engine, so that it can appear in a relevant search result.

Your point, once you get someone to your blog, is not for them to read the post (well… not necessarily) but to convert them to a customer, unless you are in the business of blogging or online journalism, of course.  As a business owner your goal is to convert someone who visits your site to a customer, not to blog for blogging sake

These days every business has millions of competitors and an average reader spends only few seconds scanning the results to find what they want.  You need to show up at the top of the relevant search results and your title needs to be compelling enough for the reader to click on it.  Here’s how to do it:

  1. Shorter the better – whether they see your title at your blog site, in your e-newsletter, in an RSS feed or in search engine search results, titles need to grab a person’s attention.  If your title wraps or is too long it may get glossed over and you will miss any chance of conversion.
  2. Use Keywords – Titles should never be abstract.  If you make the reader guess what the blog is all about, you will have already lost the majority.  Search engines also look for key words, if your post is about APPLES, the word ‘apples’ should be in the title if you ever want to be found, or have your blog read by someone interested in apples.
  3. Use a List – This one is more for people than search engines, but people love lists.  Give them 8 things they can do today, or 4 ways to make something better and they will click more often to see your wisdom.  And because you will also use keywords to describe what your list is about the search engines will love you too.
  4. Make it relevant to the content – your title should reflect what the user will see.  Search engines no longer get fooled by attention grabbing titles that are completely unrelated to the content within. Unless the goal is to get traffic for traffic’s sake, it is useless to trick people into opening your blog, if they don’t find what they want when they get there, you are not going to get the conversion anyway.
  5. Personalize (you, for you) – speak to your customer. Given the choice between opening and generic information article “latest news about the conflict in Egypt” or a personalized information article “6 events happening in Egypt that you need to know” people will opt for the more personalized approach to delivering content.

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