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How (and Why) to Write Microblogs

Microblogs are often undervalued and underrated. In terms of search engine optimization (SEO), they can be small but mighty powerhouses as they offer opportunities to target specific keywords, boost your chances of showing up in People Also Ask (PAA) boxes, and are perfect for interlinking.

So, why aren’t they more popular and why should you give them a shot? Let’s explore.

What is a microblog?

A microblog is a very targeted, keyword-focused piece of SEO content that totals about 500-750 words.

Microblogs work best for SEO pieces that focus on a single question and answer. For example:

  • What is a…
  • How do I…
  • When should I…

This content offers amazing keyword opportunities because of how tailored it can be to a specific keyword or search phrase. Instead of diluting the keyword with overwritten content, you offer users (and Google) a straightforward answer to a popular question.

You can find inspiration for what to write a microblog about by checking queries in Search Console, breaking down your most popular blog posts into multiple pieces, or even answering common questions you see on social media from clients or customers.

In terms of headings, microblogs usually only have a title and body content. Too many subheaders end up defeating the purpose of focusing on a specific search phrase or question.

What are the benefits of microblogs?

Microblogs are awesome for so many reasons. They’re perfect for SEO, they make content production easier, and they can play into your content repurposing strategy.

Microblogs and targeted content

Because microblogs focus on one specific keyword or search phrase, they are often hyper-targeted. This means that it’s easier for both Google and users to find the information that they’re looking for. And the more clickthroughs you get, the higher you’ll rank.

They provide a great opportunity to show up in PAA boxes and other types of rich snippets because of how focused they are.

Microblogs and interlinking

Microblogs that are focused on things like term definitions or popular questions can be used as internal links throughout your website, in email communications, and when you repurpose your SEO content.

For example, if you write a microblog defining a technical term, you can link to it in pieces where you reference the term but don’t have the space to define it.

Microblogs and content production

Microblogs are also beneficial when it comes to saving time. Not only are they shorter than average posts, it can also be easier to find topics and do research about them.

Even choosing to only write one microblog for every four regular posts can be a huge time saver. And, if you’re getting someone else to write content for you, you’ll cut down costs by publishing shorter pieces.

Microblogs and users

Since you can link to microblogs throughout your content, and you can define technical or industry terms that users may not be familiar with, they can be a great way to add value to your customer facing communications.

This helps to boost user experience and sets you up as a trusted authority on whatever topic you’re covering.

How do I write a microblog?

Take a look at your most popular pieces and determine what users are searching to get to them. Chances are that a lot of users will be looking for basic answers. Choose the most popular queries and build topics around them.

You can also use Analytics, Search Console, and good old keyword research to find terms to define and popular questions to answer.

Once you have a topic, keep your title simple and straightforward. It’s best to stick to whatever search query you’re aiming for. Then, answer the question or define the term clearly and concisely. Aim for about 500-750 words.

You can use bullets and headers to break up the content if you need to, but you won’t need to use as many as you would with a longer piece.

Most microblogs don’t need a conclusion, so a title and a few body paragraphs are often enough to get your point across while still targeting the keyword you’re focusing on.

Of course, you’ll still want to include a meta description, internal links, an image (if applicable), and so on.

Why aren’t microblogs more popular in SEO?

If microblogs are so amazing, why doesn’t everyone use them? Even with all their benefits, many people overlook microblogs because they believe that Google prefers much longer word counts. However, the truth is that Google appreciates high-quality, SEO-friendly content, regardless of length.

There’s a dated belief that content with 1500-2500 words ranks better. However, higher wordcounts don’t necessarily rank better than lower wordcounts. Instead, it depends on the topic, keyword, page authority, links, and more.

For an awesome breakdown of the wordcount misconception, take a look at Search Engine Journal’s article about What is the Best Word Count for SEO?

Because of this, many people choose to err on the side of caution and focus on longer pieces. But that doesn’t mean that they’re right. While longer pieces can rank well, so can shorter ones. As with any SEO piece, performance depends on the topic, keywords, and quality of the content.  

Giving microblogs a shot

Microblogs can be amazing for SEO, they take less time to research and write, and they offer tons of interlinking opportunities. Why wouldn’t you want to give them a try?

As with any SEO content, they’ll still take about 6-12 months to give you accurate results, but that’s to be expected whether you write a long piece or a short one.

The important thing to remember is that the content should still be high-quality, SEO-friendly, and well-written. If you hit those marks, there’s no reason why your microblog won’t perform just as well as a guide or breakdown.