Introduction: The Invisible Work That Makes Stories Findable
There’s a quiet kind of joy in naming things. Whether I’m writing a blog post, sketching out a character, or crafting a new portfolio entry, I find myself shifting between two worlds—SEO and storytelling. One is about structure and discoverability. The other is about meaning and emotion.
That’s where SEO and storytelling start to overlap. On the surface, SEO seems technical: focus keyphrases, slugs, alt text, schema. But when I look closer, I realize it’s not so different from how I’ve always written character backstories—quiet layers that aren’t always visible, but always matter.
SEO and Storytelling Still Start from the Heart
I don’t usually begin with the title or slug. Most of the time, the content comes first—especially with blog posts or creative writeups. The metadata comes after, when I take a step back and ask, “What is this really about?” That question helps me find a focus keyphrase that aligns with the content but still works for search.
Even though SEO is technical, I’ve found it doesn’t take away from the personal side of writing. In fact, it often enhances it. Tools like Yoast have trained me to be more aware of passive voice, transition words, and readability. It doesn’t make my writing less “me.” It just helps my ideas reach people more clearly.
Metadata as Story Framework
The parallels between SEO and storytelling go deeper the more I work with both. Metadata plays a similar role to character details and lore that don’t always make it to the surface. They shape the world, support consistency, and help readers understand the bigger picture—if they know where to look.
Here’s how I see it:
| SEO Element | Character Design Equivalent |
|---|---|
| SEO Title | The name or codename they go by |
| Slug | Their alias or shorthand — the part that sticks |
| Meta Description | Their character intro — how you’d pitch them to a stranger |
| Alt Text | The details hidden in plain sight — only visible if you dig |
| Internal Links | Their relationships to others, tying them to a larger world |
| Schema / Structure | Their full character sheet or lore doc — rarely seen, essential |
Just like backstory adds weight to a character’s choices, metadata gives structure to a blog post or project page. And sometimes, it’s the quiet pieces—the ones no one sees—that help everything else make sense.
The Pain of Not Being Found
Back when I was still active on DeviantArt, discoverability wasn’t something I worried about. I had a strong Filipino creative community behind me. We shared each other’s work, gave feedback, and made each other visible. It was organic and mutual. You posted your work, and people found you—not through optimization, but through connection.
These days, it’s different. I’m not on social media much. I don’t post to art communities the way I used to. Most of my work lives quietly on my website. Even when someone does land on a page, I’m never sure if they connect with the story, the art, or the intent. And while I still believe my stories have an audience, finding that audience feels harder without the right platform or visibility.
Still, I write. I optimize. I edit slugs, update meta descriptions, and add alt text where I can. Not because I expect traffic to suddenly spike—but because I want to leave the door open. I want my stories to be discoverable, even if the people who need them haven’t found them yet.
Why SEO and Storytelling Work Better Together
SEO and storytelling both start with the same question: What is this really about? Whether I’m writing fiction, case studies, or blog articles, I’ve learned that clarity and discoverability don’t have to come at the cost of authenticity. In fact, they can support it.
Using SEO intentionally has helped me become a clearer writer. It forces me to name things. To build structure around meaning. To think about how someone unfamiliar with my work might stumble into it and understand enough to stay.
When SEO works, it doesn’t just bring in traffic. It creates the possibility of connection. It lets someone who wasn’t looking for your story realize that maybe, it was meant for them after all.
About Me
I’m JP B. Bantigue, CLSSBB — a multidisciplinary digital professional who bridges storytelling and systems thinking. Whether I’m reflecting on the power of metadata or building a UX flow that makes sense, I believe that structure and story belong together. And sometimes, the way we label things reveals the meaning we hope someone will find.
