I like Wagon Wheels. You know what I’m talking about don’t you? Those delightfully huge biscuits with a marshmallow layer, and then covered in chocolate. Too large to dunk, but definitely one to grab from the plate when it comes round.
Whilst enjoying a quick Wagon Wheel moment earlier I got thinking about how good quality SEO articles, blog posts and even web pages should all be more like those biscuits. And no, I’m not talking about trying to encourage customers to lick their monitors. Let me explain.
A good article or web page should have something instantly appealing – something sweet to entice the reader in. Perhaps an intriguing opening statement, an appealing title, an attention grabbing image, a thought provoking question or even a provocative statement designed to raise eyebrows. This is the chocolate layer. It should surround the article or blog post, providing something highly appealing early on in order to make sure that any passing visitor doesn’t overlook the inner loveliness and head for a plain old Rich Tea instead.
But a chocolate layer, however lovely, needs something rather more substantial underneath. This is the biscuit layer. This is what gives the whole thing body, and something to get your teeth into. A well written blog post or SEO article needs to include something really substantial, something which will get people thinking and actively considering the ideas. Perhaps this could be a new way of looking at something, a new approach, a new technique or methodology, new advice or new information about a recent development. It has to be meaningful, and provide a purpose, a base on which the whole of the text rests.
Then comes the mallow. This is the soft squishy bit which binds the biscuit and the chocolate. It’s the stuff that sticks to your teeth, and which you find yourself absent mindedly reaching for with your tongue twenty minutes later. Its the sticky stuff which hangs around long after the biscuit is finished. It’s the memorable quotation, the astonishing statistic or the startling comparison. It may not be the main focus of the article or blog post, but it’s the bit people remember.
By making sure you include a sticky point in your article or post which people will remember you also increase the likelihood that they will recall the rest of your article, and think about it even after the wrapper is in the bin, or the web page has been closed.
Of course, a good SEO article should also be quite unlike a Wagon Wheel, because it’s no good if it melts in the sun, gets broken in half or eaten by the dog.
Post written by Justin Arnold. See his Google+ profile.