Let’s say you’re sharing a blog post from your website, or a microsite for a new contest. Your first thought is probably, how can I make sure as many people as possible click on this link? Your next thought is probably, let’s use classic search engine optimization rules and include attention-grabbing keywords that will make the content show up at the top of Google search results.
BuzzFeed, which knows a thing or two about getting clicks, says that is not, in fact, the way to attract an audience. The digital publication lets its writers and editors create “social URLs” that can be quirky and fun, as opposed to highlighting SEO keywords, according to an article on Digiday.