Author: Eric Brantner
The phrase “content is king” has been beaten to the point of exhaustion by SEOs throughout the industry. As an internet copywriter, I would never try to dispute this statement, but I do think it needs an amendment. Judging from the magazines at checkout stands, the most read stories in the local newspaper, and the success of these celebrity train wreck TV shows, I would have to say that “controversy is king.”
Every morning I follow the same routine when I get online. Part of that routine is visiting the website of Houston’s largest newspaper, the Houston Chronicle. One of the features of this online newspaper is that it shows the stories that are being read the most by online readers. So, which stories are the most read? It’s definitely not the bland business articles that people could actually learn from.
Instead, the most read stories are the ones that have a controversial spin to them. Above, there are 2 stories about fraud, 2 about mysterious notes/text messages, and 1 about drugs. What is the one thing that all of these headlines have in common? Controversy! People just can’t resist clicking on these enticing headlines.
Undoubtedly, you have seen the magazines that clutter the checkout stands at the grocery store. Which magazines are your eyes attracted to- the old school Archie and Jughead comic or the ones about the celebrity who went nuts and punched out a cop? Sorry Archie, but the crazed celebrity wins every time.
Controversy Spills into SEO Blogs
SEOs aren’t allergic to controversy either. People from all throughout the industry go into a frenzy every time Jason Calacanis opens his mouth. He always makes negative, controversial remarks about SEO, and as a result, he ends up dominating the industry headlines. Every single SEO blogger from Stevensville, Montana to Broken Hill, Australia had an opinion on Calacanis’ disrespect of their industry.
The posts covering these controversial statements climbed to the top of social websites, like Sphinn, proving once again that controversy resonates with readers. The bloggers covering the topic surely earned some inbound links for their Calacanis posts. Controversy creates a buzz; buzz creates inbound links, and of course, inbound links help boost your presence online.
What Does This Tell Us?
I’m not suggesting that bloggers should focus all of their efforts on creating controversial content. There is certainly no substitute for quality, educational content. However, the occasional controversial post will help separate your blog from the others, and it will go a long way to increasing your online presence.
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11 Responses to 'Is Controversy the New King?'
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Controversy sells, online and offline. Just take a look a Digg’s popular stories and you’ll find there exactly what you have talked about in your article. Most dugg stories are either about famous people/companies/product, or cops beating somebody, child with 2 head, you name it.
Reminds me of Jerry Springer.
It’s all a big talk-show with crazy guests.
Good point. There’s a reason shows like Maury have lasted so long. People love absurdity.
I would have to agree with this post. Any guess what one of the highest-ranking “news” sites is? The Drudge Report- a site well known for its sensationalistic “reporting”!
Actually, controversy is the old king. It sells. It always has and always will. That’s hwy tabloid journalism from FOX and MSNBC is thricing while PBS is on life support (that it’s rapidly losing) from the government.
Controvery is a very effective form of link bait, and web link bait is just an extension of other media bait (the tease, the cliffhanger, etc). Yet another King to consider in our SEO endeavours.
@Wade-A long time ago news stopped focusing on substance and started focusing on ratings. It’s really a shame.
@esoomllub- You are right. We definitely need to consider controversy when developing our SEO strategies.
I mean, there is a reason why celeb gossip and dirt is so popular, because we have grown accustomed to controversy. I have read on many blogs and I have a few controversial posts on my blog that has sparked lots of attention, definitely more than usual. When you drop names, bash people, etc then everyone will come to give their two cents.
Though, I hate when people use controversial titles and nothing controversial in the post… stupid link bait…
Jay
Jason- I agree that it’s annoying when blogs don’t live up to their title. You need to always give the reader what you promise. They don’t appreciate being deceived.
I don’t controversy will be the next king…it’s just a short lived glory…afterwards people will grew tired of them..unlike if you have nice content..people will keep on coming back for more.
Zoobie- While I agree that you must have good content to keep readers, I don’t necessarily think controversy is just a short lived glory. You can earn quite a number of links from controversy that will have a very long term effect.But again, you must also have good content.
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I didn’t agree with you first, but last paragraph makes sense for me…