How to optimise your blog posts

The Anatomy Of A Perfectly Valuable Blog Post


By Karen Wilson

There have been plenty of articles on how to write the "perfect blog post". These articles suggest everything from having the ideal length of 1500 words (!) to ensuring you have just the right number of keywords for SEO. Truth be told, writing the perfect blog post is a lot simpler than many articles lead you to believe and unless you have hours upon hours to write just one blog post, which is unlikely, there will be no such thing as a perfect blog post. 

Thankfully perfection isn't the goal - useful, valuable, and helpful are. Read on to find out a simple formula for writing a blog post - along with some useful search engine optimization (SEO) tips!

1) Write an attention-grabbing headline
A great blog headline should convey what the post is actually about. The trend toward using clickbait headlines (ahem, Upworthy and all the copycats) leads to disappointment and often makes my eyes hurt from all the rolling. Set realistic expectations, and then deliver. 

Quick SEO Tip: The first three words of your headline, along with the last three, are important to search engines...choose wisely. Search engine results pages show about 55 characters of the headline, so keep it concise.

2) Reel your readers in with the first paragraph
Your audience has given you the benefit of the doubt and clicked through, and more than likely they're reading your first couple paragraphs. What are you going to say to draw them in and keep them around until the last word? 

One approach is to tell them what they'll get by reading – just like I did with this blog post. Or perhaps you have a story that you can share that adds relevance to the topic - like I did in with a blog post on my own website. 

Quick SEO Tip: Many bloggers have SEO plugins that help with optimizing individual blog post's meta data for search. It's a good idea to have a tool like that for your site. If you don't, you can still benefit by crafting the headline as described above and using keywords in the first 150-160 characters of your post - that's usually the part that is automatically pulled into search results

3) Enhance it with an eye-catching image
A picture is worth a thousand words and based on the“perfect blog post”I mentioned earlier, if you throw in a picture, you would just need to write 500 words. Totally doable for the time-crunched professional! People like pictures. They like relevant pictures and eye-catching images. Images make it possible to pin your posts to Pinterest, gives a nice thumbnail preview for Facebook and Google+, and it breaks up the page so it's more readable.

Quick SEO Tip: Images give your post the possibility of showing up in search results for web and images. This possibility increases when you use descriptive filenames and alt tags. For example, when you upload an image to your website save it with a descriptive name, such as "anatomy-blog-post.png", instead of "IMG 2835.jpg". A relevant filename is far more likely to be picked up by search engines. You can learn more about how to optimize your images by checking out page 18 of the SEO Starter Guide.

4) Make your post scannable.
Short paragraphs, lists - bullets or numbered lists - headings, and pictures break up your post and make it easy to read and comprehend. They add structure and organize the overall content to communicate with your audience more effectively.

Quick SEO Tip: Consider your post an outline and use headings to create the structure of your outline. You can do this with h1, h2, h3 html tags. I typically use h2 headlines. If I was making a sub-point to one of these headings, I might use h3. Two levels for a blog post is plenty. Search engines like heading tags to be used only for headings.

5) Link to other sources
Linking to other sources shows that you:

1. Stay up on what other experts are saying.
2. You know what you're talking about.
3. You don't live in a bubble.

Quick SEO Tip: The SEO advantage on this one goes to the link-ee...not the link-er. However, it's good karma points for you! The more great content you build on your site, the more others will link back to you from theirs. 

6) Conclusion: Reiterate the most important points
People need important information repeated. It's how we learn quickly. So, always remember to repeat your key points or takeaways at the end. This one is for your readers, not the search engines.

7) Ask your audience to do something
You've just shared your expertise with your readers. What do you want them to do in return? Ask for a comment that is relevant to your post. (Please avoid asking, "What do you think?") Create a call to action that allows for meaningful interaction with your audience. Maybe you've got a great new free offer they'd be interested in receiving. If it's relevant to the topic, pitch it to them. Ask a simple question that is easy to answer. Or invite them to share the post with their audience. 

Want a quick reference guide for a perfect blog post?  Head over to our website and we have an infographic you can print and keep on hand to make sure you don’t forget any of the main points!