Writing a blog post that is share-worthy, Google-friendly and that creates a good user experience is not anything like writing a print article, a discussion piece, or what you wrote for class back at university. The best blog posts that are actually read, shared by its readers, and picked up by Google have a very specific structure— have you noticed this before?
So, it’s time to forget long paragraphs, intricate sentences with unnecessary adjectives, and pretty much everything you learned about writing in school. Here’s the structure that every one of your blog posts should use in order to write the perfect blog post.
The best blog posts are informative and useful. They give the reader all of the information that they need, but ONLY that information. So when crafting the title and copy for your blog posts, include ALL of the information that the reader could ever want or need (be super useful, make it easy for them!) but be succinct and to-the-point. Keep out the “fluff”, like descriptive adjectives. While you may have learned in school that descriptive adjectives help to make writing more interesting, when it comes to blog posts, readers just find them to be a nuisance that is keeping them from getting to the point of the blog post as quickly as possible.
An example… let’s say that you’re writing a blog post listing out the best tourist sites to visit in London, and you’re writing about the London Eye. For the summary, you might write:
“The London Eye is a striking piece of architecture that stands out in the London skyline. Hop on board for your 30-minute ride and you’ll get to see an incredibly expansive view over the varied rooftops of the city. It’s an incredible experience that tourists of all ages and nationalities will adore, and it will be one to be remembered forever.”
So pretty much you’re saying that for 30 minutes you’ll get a good view over London. Why say much more than that? You obviously recommend this, because you’ve included it in your list, so there’s no need to try to convince the reader to visit with all of the fluffy words. They don’t care— they just want the info.
“Visit the London Eye for 30 minutes of the best views over London.” This is MUCH better— and you can add your own flair with a sentence after like “Don’t forget your camera” or “Your selfie won’t get much more epic than this.”
So… make your title and post copy to the point, succinct, and with no fluff.
Add links and relevant info
Including as many relevant links as possible is a great way to make your blog post extra valuable— give them everything that they need and they’ll think “wow, this is a great post, it has ALL of the information I was looking for”. It’s then very likely that social shares and incoming links will then start to roll in— awesome.
Much of giving your readers all of the info comes down to links. Did you recommend a restaurant or a shop? Link to it. Did you find another blog post that helped explain something to you that you didn’t know before? Link to it. Is there a tool that you always use when it comes to whatever you’re teaching your readers to do? Tell them about it, and link to it.
How to structure the perfect blog post
Let’s get into it— this is how you should structure each and every one of your blog posts. It’s how I’ve been structuring mine for years, and every single post on The Abroad Guide and this website look exactly the same (and all of my more recent posts on Love and London, once I got serious with that site.)
You don’t need an incredible amount of creativity to be able to craft a clickable blog post title, or even any at all. The title should not only accurately reflect what the post is about, but it should be succinct and to the point, just like your post copy. So don’t think that using “How to” at the beginning of your titles is boring, a how-to title almost certainly sets you up with a title that will indicate to someone what they will get if they read the post. So don’t fluff it up, or try to get too creative, as the main goal of the blog post will get lost. Simple and direct is what you want.
Intros for blog posts should be 3-5 sentences long, and for SEO-sake, include one or two keywords in the intro for Google to pick up. Although it’s not mandatory, try wrapping up the intro with an outright statement of what they’re about to read— it’s likely to be similar to the post title.
I’ve put the word body in quotations because when I think of the body of a piece of writing, I think back to school, writing paragraphs upon paragraphs… bleh! Throw that out the window, that’s now what we’re looking for when it comes to the body of a blog post.
Think about this— when you read a blog post (a random one you’ve just stumbled upon), do you read the every word of the blog post? I’m guessing that for most, you don’t. In fact, you’ve probably done that for this post before decided to dive into the nitty gritty of it. That’s how people read blog posts— they skim. Which is why it’s so important to break your posts into sections with headings and sub headings. When skimming, the headlines are what’s read, and when the headline is good, they might dive into the rest of the section.
So— break your post up in natural spots and include those headings and sub headings. Keep your paragraphs under those headings to 3-4 sentences, and if you find yourself with more than 3 full paragraphs under one heading, try to break it down and separate it even further.
Also, take note that for list posts, each point on the list should be it’s own heading. Here’s an example of how I did this over on Love and London.
Call to action
Include the call to action for your blog post in the middle of the body, or where you think it sits naturally. What do you want the reader to do? Is it to download the content upgrade? Or to follow you on Instagram? In one sentence, tell them what you want them to do, and make it easy for them by including a mechanism that will make the action simple, whether it be an opt-in button, a link to your social accounts, etc.
End your blog post with a 2-3 sentence wrap-up of what you just talked about. Don’t overcomplicate it, it can be nice and simple, and again, include those keywords in a natural way. This is also a great place to add a link to something that will help them learn more, whether it be another one of your blog posts or a link to an external resource.
Ending Call to Action
Include that call-to-action one more time, right under your conclusion, so that they take action before leaving.
Need some examples? Every single post on this site is structured in this fashion, but here are some MORE examples for extra inspo:
How have you been writing your blog posts? Let me know in the comments!