Unlock organic growth with halo content that pulls readers in from anywhere.
Every so often someone asks me, “Jonathan, why do you write so much?” The truth is simple: content has always been king, and smart content—especially halo content—is what keeps people coming back.
In a digital world obsessed with keywords, algorithms, and paid ads, we forget one core truth: people discover your brand in unexpected ways. They rarely type your company name into Google the first time. Instead, they find you through questions, curiosities, hobbies, frustrations, and spontaneous searches that have nothing to do with your core product.
That’s where halo blog articles shine.
They’re not directly about your vertical, but they orbit close enough to attract the right audience. Think:
These act as powerful organic entry points. Someone searching for “best fall weekend getaways” may have no intention of discovering CellarPass—but suddenly they’re reading your content, exploring your site, and planning a wine trip they didn’t know they wanted.
Halo content widens the net, pulls people into your ecosystem, and boosts authority across your entire domain.
This is exactly why CellarPass continues to thrive: consistent, adjacent, search-friendly content brings people in naturally and keeps them engaged long after the initial click.
Here’s how to create content that performs today, tomorrow, and months from now.
Don’t just write about your core product. Write about the topics your ideal customers care about before they know they need you.
This builds trust, relevance, and early discovery.
Engagement metrics—time on page, scroll depth, shares—matter more than keyword stuffing. If it’s enjoyable to read, Google rewards it.
Go deeper than “wine tasting.” Target queries like:
These convert dramatically better.
Google favors sites that look alive. Consistency builds authority over time.
Interlink halo articles with product pages. Interlink product pages with blogs. This keeps readers exploring and distributes SEO strength across your site.
Google wants to know you’re part of the greater knowledge ecosystem. Citing reputable sources boosts trust and ranking signals.
Short paragraphs. Headers every few lines. Bullets. Bolded takeaways. Most people don’t read—they scan. Make it effortless.
Write them like ads: Clear. Concise. Click-worthy.
Your ranking is meaningless if your title isn’t compelling enough to earn the click.
Evergreen content—guides, checklists, FAQs—drives traffic year after year with minimal updates.
It’s the compound interest of SEO.
Turn one article into:
Make your content work harder than you do.
The secret to long-term organic growth isn’t complicated:
Write consistently. Write strategically. And write beyond your vertical.
Halo content expands your reach, brings new audience segments into your orbit, and builds a layered, resilient SEO footprint that no algorithm change can wipe out.
If someone asks why you write so much, tell them this:
Because each piece of content is another door—and halo content builds the hallway.
There's plenty of other tips & tricks I share on our CellarPass business blog.
