When thinking of creating a blog post, many people wrongly place the only importance on search engine optimization (SEO). They tend to think of these as small pieces solely crafted to rocket them to the front page of Google for their desired keywords.

People spend hours analyzing keywords and phrases. They are quick to sacrifice reader interest for better rankings. Some writers will string together nonsense to improve their score.

With a little forethought, you can have both.

If you read many of the how-to guides to writing a blog, you might get the impression that what you say isn’t very important. Many webmasters think of blogs as casual articles of no real substance.

It is a big mistake. It is also a lost opportunity to gain the trust of your future customer.


The content you write is how people find your website. They were searching because they wanted information and they believe your blog will deliver. That is how they found your page.

The worst thing you can do is anger a potential customer before they have done business with you. Customers are savvy. Nothing will drive them away faster than bait-and-switch.

Are you giving your customers what they want, or are you appeasing the search engines?


“Optimized” is the crucial word here.

The primary function of a blog is to inform. First, your writing must have value to the reader. Once you have accomplished that, you can then move on to making it more friendly to Google’s algorithm. You optimize the piece to take advantage of ranking.

Blog articles that do not provide genuine content to your customers are like a pretty gift box that is empty inside. SEO generates attention, but the content makes the sale.

Give your customers a gift worth opening.

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Shelly Fagan

Shelly Fagan is a freelance writer living in Arizona. She is passionate about American politics, business, universal basic income and worker rights. Follow her on Twitter @FaganWrites or on Medium at

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