I Audited Buffer's Blog for SEO — Here's What I Found

By Jeez · March 14, 2026 · 5 min read

Buffer is one of the most respected SaaS brands in social media marketing. Their blog at buffer.com/resources has thousands of posts, ranks for hundreds of thousands of keywords, and is used as a content marketing benchmark by teams worldwide.

So I ran it through WriteSEO's free SEO checker.

What I found was instructive — not because Buffer is bad at SEO (they're not), but because even the best teams ship bugs, and the gaps they have are the same gaps most SaaS blogs have.

The Setup

I analyzed buffer.com/resources — their main blog index page. This is the page that aggregates all their content, gets shared on social, and serves as the top of their content funnel.

Here's what I checked:

• Title tag (length, keyword optimization)
• Meta description (length, relevance)
• H1 structure
• Open Graph tags (og:title, og:description, og:image)
• Twitter Card tags
• Canonical URL
• Schema markup (JSON-LD)
• Images (alt text)

The Findings

✅ What's working well

Title tag: “Buffer Blog - Thoughts on Social Media & Online Marketing” — 53 characters. Clean, descriptive, fits Google's display window perfectly.

Meta description: 101 characters. Concise, keyword-relevant, readable. Good.

Canonical URL: Set correctly to https://buffer.com/resources.

Schema markup: Present. They use JSON-LD structured data.

H1: One H1 (“Buffer blog”) — correct structure.

Twitter Card: Set to summary_large_image. Correct for a blog.

🔴 The live bug: og:image = “undefined”

Here's where it gets interesting.

The Open Graph image tag — the one that controls the preview image when someone shares the URL on LinkedIn, Slack, or any other platform — is currently set to:

<meta property="og:image" content="undefined" />

Not a broken URL. Not a placeholder. The string “undefined” — which means something in their JavaScript rendering pipeline is returning an undefined value for the image and it's getting stringified directly into the HTML.

What this means in practice:

• Every time someone shares buffer.com/resources on LinkedIn, no image preview appears
• Every time it gets shared in Slack, it shows a broken/missing embed
• Every time someone links to the Buffer blog index from a newsletter, the embed looks unprofessional

For a company whose entire product is about social media publishing, this is the kind of irony that writes itself.

🟡 Minor: H1 is underoptimized

The H1 is “Buffer blog” — just two words. Google uses the H1 as a primary signal for what a page is about. A more descriptive H1 like “Buffer Blog — Social Media Marketing Tips and Strategies” would give Google (and users) clearer context.

That said, Buffer has so much domain authority that this is unlikely to hurt them meaningfully. But for a site without their authority, this would matter more.

The Score

Running the same checks through WriteSEO's free tool:

• Title ✅
• Meta description ✅
• H1 present ✅ (suboptimal content)
• Canonical ✅
• Schema ✅
• Twitter Card ✅
• OG image ❌ (value is “undefined”)
• OG title ✅
• OG description ✅

Estimated score: 78/100. The OG image bug is the main drag.

What This Tells Us About SaaS Blog SEO

A few observations from running this audit:

1. Technical SEO bugs happen to everyone. Buffer has a full engineering team. They still shipped a bug where their main blog index page renders a broken OG image tag. These things happen — the question is whether you catch them.

2. The fundamentals matter, even at scale. Buffer gets most of their SEO right: canonical URLs, schema, proper title lengths. These are decisions made once and maintained. They pay dividends for years.

3. Sharing metadata is SEO. OG tags don't affect Google rankings directly — but they affect click-through when links are shared. Every social media manager, marketer, and founder who shares buffer.com/resources in a Slack message gets a worse embed than they should. That's compounded distribution loss.

4. High authority masks issues. Buffer's domain authority is so strong that an underoptimized H1 won't hurt them. For a newer SaaS blog with lower authority, every signal counts more. Fix it at the start, not when you're big enough to survive it.

How to Check Your Own SaaS Blog

The same checks I ran on Buffer take less than 10 seconds with WriteSEO's free checker:

1. Go to writeseo.vercel.app/check
2. Enter your blog URL (index page or individual posts)
3. Get a score + list of specific issues
4. Fix the ones flagged as high severity first

No account. No signup. The first 5 issues are shown free. Full report with your email.

The Irony

Buffer wrote an article about Open Graph tags. Their own blog index has a broken OG image. This isn't a jab at Buffer — they're genuinely one of the best content teams in the industry. It's a reminder that technical SEO requires active monitoring, not just one-time setup.

Set it and forget it doesn't work when JavaScript frameworks can silently introduce regressions in your metadata rendering.

Run your URL through our free tool and find out what you're missing.