Ep. 061 – FaceBag with Guest Host Rizwan Asad

Theory of Content is back this week after a short hiatus (We missed you!). Going forward, the plan is to rotate in new co-hosts every few episodes to join Joshua Unseth. That begins today, as we welcome Rizwan Asad as a new co-host for the podcast. Rizwan is currently living in Canada and started his blog, Chocolates and Chai, back in 2013. He founded his blog to share recipes with friends and family all around the world, and before he knew it he was getting lots of traffic to his site.

Rizwan starts off the episode with a little backstory for himself. He explains how and why he founded his blog and what the state of it was at the beginning. At the start, he didn’t pay much attention to keywords and SEO, but he discusses how his blog grew to where it is today (boasting an impressive 80,000+ hits a month). After hearing the past and present of Chocolates and Chai, Joshua takes the opportunity to examine the future of the blog. He suggests a few actions that Rizwan can take to grow his already big site into something even bigger. 

After the analysis of Rizwan’s blog your hosts move onto the facebag questions! Joshua and Rizwan answer a question about how to title recipe posts if the traditional name is not in English. They conclude that it depends on who your wanted demographic is as well as who your likely demographic is, but Joshua elaborates on how you can honor the tradition of the dish while not comprising clicks. Lastly, your hosts answer a question about how keyword position rankings translate to click throughs, and how to optimize your position rankings.

Thank you for tuning into Theory of Content this week! Be on the lookout for an all new episode next Thursday, but in the meantime make sure to listen to the last few episodes if you missed them!



#facebag question. My mom and I have a recipe blog of Asian recipes. Some of the recipe names are Asian names translated roughly into English. The blog is entirely in English, but the recipe names are both the English translation and HOW it sounds in English. Like Carmelized Pork and Eggs are “Thom Khem” but Laos has a different written script. There are a ton of phonetic spellings and in the blog post I mention that. Is there a best practice for titles, headers, and meta descriptions for them? Do I include both or the phonetic spelling? Or just the translation? Or something else? Joshua and Amber. Thanks!!!

-Seng Nickerson

I clicked on Seng’s facebook picture and at the top of her profile are these 4 adorable children. Seng if those are your kids, you have an absolutely adorable little family there. Congratulations.

Sarah Cook said to Seng: my two cents: I would make the title the English version. And within the post I would include the Laos version and phonetic spellings.


Theory of Content  – looking for some advice/help here!

I have been binging Theory of Content over the last month and have taken the recommendation to focus on expanding some existing content I currently have on the site by looking through Search Console.

I went to Search Console and ordered the results by number of impressions. It seems that there are some queries that have tens of thousands of impressions and very few clicks, which didn’t make much sense to me.

One example of this is the screenshot attached, for the search term “Takayama”. It has 7 clicks, 31K impressions, and a 8.7 position ranking. After digging into this a bit more, it seems like in the image results I have a photo that pops up in the top 10, however in the search results, I don’t show up until page 3 (website: TripTins.com).

On Search Console I have made sure that the small filter box says “Search Type: Web”, which I would assume only looks at web results and not image results. I have seen this issue across many other search terms and cant figure out why it is happening.

Any insight here would be greatly appreciated!

  • Charles Breitbart

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