The Anatomy Of A Blog Post Matters. If You Want Clicks, You Need To Build It Correctly.

The blog is the heart and soul of your website’s inbound traffic. There is no better way to grow the size and breadth of your website than the blog. It is not only a lead magnet, but it is also the best way to become an authority in your market space and promote your suite of products and services.

It is no exaggeration to say that a simple, well-curated blog could be what takes you from a no-name local brand to a national brand or beyond. It is all about positioning, and your blog creates that narrative. 

Your website becomes more trustworthy with every new, indexed page, and the only place to do this (barring an ecomm store with thousands of product pages) is the blog. So, let’s take a look at this. 

Headline

First things first: let’s look at the headline. This is the first thing anyone sees, and it sets the tone for the rest of the article.

Is the reader going to stick around? Or are they swiping right? There is a certain science to writing a killer headline.

There is no single perfect way to write a good headline, but there are a few things that all good headlines have in common.

  1. What is the article going to deliver?
  2. What’s the goal of the consumer?
  3. It needs an element of intrigue (it’s called a hook for a reason).

Opening Line/Paragraph

You only get one shot at a kick-ass opener. This is a crucial moment in the lifecycle of your post because if it doesn’t hook your audience, they’re long gone.

Ideally, you keep it short with a punchy first line. You don’t want to ramble on in the opening paragraph (I’m talking to myself here), so keep it around 100-150 words.

Remember, you’re trying to convince a distracted audience to read the rest of the article, and ideally read a couple of other ones, too.

Subheadings and Sections

Now we come to the outline of your post. This is very important for SEO purposes, but it’s also important for you to become more efficient. 

When you have put in years of repetitions, creating a dedicated outline first won’t be a necessity, but early on in your writing career, it’s downright mandatory.

Every article or blog post should have only one H1 heading, which serves as the title heading. H2s serve as your primary subheadings throughout the article. H3 subheadings serve as subheadings to break up and flesh out ideas for each primary H2 header.

Body Content

Assuming you’re a novice writer, you’ve already written out your outline of headings. Now, it’s time to write the body content.

Look, I’ll lay it all out on the table: if your writing is 100% authentic and you’re at least a decent writer, you’re going to be in high demand. AI has proven to be a scourge. It is practically unreadable, is often totally unreliable, and most readers quit reading if they think it’s AI. Not exactly the career killer they said it would be.

There are a couple of extremely important things you need to be aware of when you write:

  1. Addressing the reader’s needs 
  2. Use relevant samples and have data to support it.

If your content isn’t working to do these, you’re barking up the wrong tree. 

Visual Elements

The visuals you use for blog posts (and every other media, for that matter) matter a lot.

The first thing to do is incorporate the use of images in your blog and make sure you are free to use the images.

Infographics help make dense topics that are hard to digest more manageable. And if you are in a data-driven world, adding charts can prove invaluable.

Internal and External Links

A blog post is almost always an instructional tool. It is there to explain something, to teach something, or to promote your subject matter expertise otherwise.

But here is the thing: it works best if you can support your hypothesis with links. Ideally, you want to mix it up by using internal links to your own stuff, but a few carefully selected external links.

These are the links that will add credibility to your work, assuming you do a good job. Also, remember that you are creating a backlink for someone else here, so choose wisely.

Call-to-Action (CTA)

Don’t ever waste an opportunity to build your list or sell something because you didn’t bother to craft a decent call to action (CTA).

You’re CTA can be to do whatever you want them to do, really. Some of the most common examples are

  • Sign up for an email list or newsletter.
  • Download a free guide. 
  • Leave a comment
  • Or link to a service.

Conclusion

The CTA can be part of the conclusion, but it doesn’t have to be. One popular way to insert a CTA is as an inline button.

The conclusion, though, is exactly that: it is there to wrap up the post. It’s about the same length as the introduction (100-150 words).

SEO Elements

You’ve gathered by now that keywords are pretty important. When you use them, make sure that your placement of keywords makes sense. It needs to flow naturally and use keywords often enough to matter, but not enough to be weird. There’s no formula for this, it just comes from experience.

Other things, like writing meta descriptions and URL structures, come with time and experience. What never changes is that you need to focus on creating a good reader experience.

Parting Thoughts

How you write a blog post is just as important as what you write it about. The composition is huge: how you structure your headings makes a huge difference in how search engines receive it. A lot of the factors are advanced and not for the novice writer. However, basic principles of writing prevail. 

Write high-quality articles geared directly toward your target audience. Focus on this, and you’ll eventually win the battle of search. 


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