Titles & Headings – the meta

Posted by Communique at 2:12 PM on Aug 26, 2019

If you have been paying attention to the earlier articles we have done on blogging, you may begin to understand the struggle of keeping steady views for those blogs that you put out. Unfortunately, the content is only half the fight: no matter how much good work you put into writing an informative and entertaining blog, the headline is what usually draws the crowd.

There is a common pattern with many content writers who publish articles or blogs online. Those using platforms that allow for tracking and statistics such as Wordpress or Google Analytics will see a burst of activity upon the release of a new written piece – usually resulting in their largest spike of viewers, before receding into low (and sometimes non-existent) numbers. Regardless of what viewers think of your article, it is important to understand how they are drawn to your articles in the first place. In a Hubspot research article, Aja Frost writes about the importance of prioritizing search-friendly content over ‘quick win’ methods in order to maintain consistent viewership – she cites an example of problems with using certain methods of attracting attention: “(This is 21 Salespeople Reveal the Worst Sales Advice They Ever Got, which I wrote because I thought it would be attention-grabbing and interesting. The problem is, no one is searching for “worst sales advice,” so this post gets barely any traffic on its own.) That doesn’t mean we’ve stopped publishing thought leadership, or awesome infographics, or posts about sales emails. We still do. The difference is, they’re intended to rank.” She really points out the key aspect of consistent views, which is knowing what people are looking for when they search for content online.

In some cases, the results you get can feel random and without intention: one article you poured weeks of work into is left struggling for views while something you pumped out over a weekend is scoring consistent hits every days for the past year or so. It’s important to understand that whatever you’re writing about, it has to be presented and promoted in a way that will leave itself available to social media and search engine opportunities. Like the research done in the Hubspot article, it may require research and analysis of your own blogging statistics to see what gets you the best results, and it’s up to you to find the pattern that results in that success.