Everyone in SEO recognises and understands the importance of blogging, but not everyone is pulling them off as well as they could. The way you write a blog post is as important, if not more important, than what your blog is about.
Here are a few pointers to help you construct the perfect blog post:
Headline: This is the first point of contact for your post; your headline should be attention grabbing as it will be seen and read substantially more than your article itself. If your headline fails to get people’s attention, it is unlikely that they will read your post.
Introduction: Nailing the intro usually sells the article. In general, people who read the first couple of sentences will continue to read the entire article. The intro is your ‘hook’ for the article and is what engages the reader’s attention, so it should briefly summarise the main point of your article.
Language: Most people tend to lower their professional tone (use colloquial language, slang) when writing blog posts as they think that the audience does not want to read a formal/professional blog post- this is not true, especially in SEO. You can talk in a professional tone but just make sure you provide a personal commentary in your post as it is a blog article after all. Also, using emotive language is important in a blog post as emotion shows passion and a human characteristic that is different from the other more rigid and formal articles you may write- emotive language also gains attention.
Text: Break it up. No one wants to read one big block of text or a series of standard paragraphs. Use bullet points, different text formatting (italics, bold), fact boxes, quotation boxes etc. If something looks more interesting, it will most likely interest the audience and make them want to read it.
Other information: At the end of your blog post, you should include a section dedicated to other resources relevant to your article. This can include other general advice, tips and links to further reading/research which will be useful to your blog’s audience.