SEO, that is search engine optimization, has become a must-know tool in digital communications. That's exactly why the term itself, when in the subject head of the post, attracts those all-important backlinks.
As Dimitry Dragilev explains in his SEO article on TechCrunch, the post's ranking on Google is partly determined by the number of backlinks. That quantity, it turns out, is more important than the quality of the backlinks. For example, Google likely will reward 2,301 backlinks from whatever more than the mere 4 backlinks for prestigious entities such as, well, TechCrunch and re/code.
Recently, I posted SEO how-tos on this and my legal blog. Of course, I frontloaded the term. It was the first word in the subject head and in the first paragraph. The two received more backlinks that I had experienced in years.
Both blogs are more than a decade old. Google recognizes longevity with higher rankings. So, both blogs in themselves are major assets in promoting my communications services.
The takeaway here for others who market via digital is to have down cold the keywords which will attract backlinks. Google's Adwords are a guide. Another proven tactic is to piggyback on the terms used for topical events and names-in-the-news such as "Bernie Sanders." A third is to repurpose the post on other social networks, ranging from Twitter to LinkedIn.