Businesses that want to improve organic traffic rates rely on search engine optimization (SEO). However, the industry grows more competitive by the day, and small businesses put more eggs in the SEO basket than established organizations with concrete customer bases.
By now, every professional understands content marketing is essential for high PageRank, and if a website is not creating unique blog posts, it's already behind in the game. Unfortunately, with keywords governing the bulk of how a site ranks online, some amount of creativity is void in the overall content production process. Headlines, for example, falter the most, as straightforward and keyword-rich titles are crawled more often than clever titles.
An easy solution to making blog posts visible online while also leverage creativity could lie in how an article is structured. Professionals can use a clever headline to grab reader attention, but the URL link could use a keyword-rich supplementary title to appeal to SEO guidelines. While both would communicate the same message, the alternative titles resonate in two separate but meaningful ways. It's possible to employ a successful lead generation campaign using SEO without removing creativity from the mix – it may just involve being a little more experimental with article structure and design.