The search engine optimization camp says keywords are the most important aspect of a blog post title. How else will you rank high in the results and get clicks by searchers, they say, if the right keywords are missing from the title?
On the other hand, you’ve got the purist “write for humans” camp, who collectively scoff at the notion of keyword research for headline writing.
What’s the point of search optimized post titles if no one reads or shares in the first place? And search engine traffic isn’t really all that important to most bloggers anyway, they vehemently maintain, especially compared to high quality referral traffic from links.
Well, here’s the verdict. Keywords matter. But not necessarily for the reasons the SEO folks think.
Doing keyword research is a magical thing. It’s a free or low-cost window into the mind of your target audience.