One of my most popular posts of all time has nothing to do with marketing or blogging or anything connected to any of my interests. I was probably lurking Metafilter and saw a thread about Crest Pro Mouthwash turning people’s teeth brown. I blogged it as an example of a large consumer products company most likely rushing a product through or not caring about side effects or burying testing data and realizing a backlash on sites like Amazon.com and assorted health forums.
My post was titled: Crest Pro Health Mouthwash Turning Customers Teeth Brown
A few weeks later I started to get lots of comments on that particular post. People needed help!
I am another victim from this product. I bought Crest Pro-Health about 2 weeks ago and my first symptom after the 3rd day of use was salivary gland infection, which I thought had nothing to do with this product but I believe it does now. Now the bottom of my teeth as well as the top are brown.
And so on and so forth for 146 comments. The deluge of comments pointed me to the fact that I was the top non-Crest result for crest prohealth mouthwash and the #1 result for the search crest mouthwash brown teeth.
I think this is a great example of the power of blogging, search engine optimization and how businesses can maximize it.
- Blog about an urgent problem. My teeth are brown!
- Use language people actually might type into a search box. Not discolored or dentrifice but brown teeth! Call it what it is.
- Use an obvious post title.
The search request matches the search result which matches the post title:
Sure there’s lots of nuances in SEO and positioning and all that other madness – but this is a 15 second case study. Go to your blog’s stats. What similar searches are you capturing?