How To Structure Blog Posts: Keep People And Bots Happy

Set your articles up for success with these simple tips.
Date published:
5/10/2024
Last updated:
Written by:
Dave Bedford
Read time:
4 minutes

Writing a blog post goes beyond simply sharing what you know; you also need to make it easy for people to find and understand your ideas. 

Picture doing a job for a client – the quality of your work needs to speak for itself, but how you present it can make all the difference. Just as you carefully ensure each detail of a job fits together seamlessly, your blog should follow a logical flow, allowing readers to effortlessly grasp your message.

In the same way that a well-installed kitchen requires proper alignment and finishing touches, a well-structured blog post lets both readers and search engines find exactly what they need. 

When everything’s in place, people know the job’s been done right, and search engines recognise the value of your content.

Start with a Clear Headline

A bullet list of headline hacks to help tradesmen and women craft killer top lines.

Your headline sets the stage for your readers and search engines, so it’s important to get it right. 

Think of it as making your first impression with a client. The clearer and more specific you are, the better. You wouldn’t say, "I can fix things." Instead, you’d say, "I’ll replace your old boiler with an energy-efficient system." Your headline should be just as straightforward, clearly explaining what the reader can expect while incorporating the keywords they’re likely to search for.

A good headline grabs attention and tells people exactly what’s in store. If your audience knows what they're going to get from the headline alone, you’re already setting yourself up for success.

Write an Engaging Introduction

Capturing attention right away is key. 

Your introduction should give readers confidence that they’re in the right place, much like how you’d reassure a client as you explain the plan for a job. Use the opening to draw readers in by addressing their needs and outlining the value your post provides.

Instead of diving straight into details, take a moment to lay out the purpose of your post, just as you’d explain the process to a client before beginning work. 

Briefly touch on the problem you're solving or the insight you're offering. This sets expectations while also naturally incorporating keywords to help both readers and search engines recognise the relevance of your content.

Break Content into Digestible Sections with Subheadings

A job becomes much easier to manage when broken down into steps, and the same logic applies to blog posts. 

Dividing your content into smaller, easily digestible sections, each marked with a clear subheading, makes it simpler for readers to follow along. This also ensures nothing is missed, much like having a structured plan for a project.

Subheadings help guide readers through the post, allowing them to find exactly what they need, similar to how you’d lead a client through each stage of a job. They also signal to search engines how the content is organised, improving your SEO

Well-crafted subheadings are essential for creating a smooth, navigable post.

Use Short Paragraphs and Bullet Points

Long blocks of text can overwhelm readers, much like a cluttered workspace overwhelms on the job. Keeping your paragraphs short and incorporating bullet points where appropriate creates a clean, easy-to-read structure.

Breaking down complex ideas into bite-sized chunks makes it easier for readers to follow along, just as clients appreciate when a complex task is simplified and put into layman’s terms. 

Bullet points allow readers to quickly grasp key points, ensuring they absorb the most important information without feeling lost or distracted.

Incorporate Keywords Naturally

Tips on how to add your keywords naturally into your content

Using keywords strategically is important, but forcing them into your content is counterproductive. 

Keywords should blend smoothly into your writing, much like using the right tools for the right job. The goal is to make them fit seamlessly into your sentences. 

Think of keywords as materials on the job – you want to use the correct ones and in the proper places, like your headline, introduction, and subheadings. They should enhance the post without being disruptive. 

When keywords flow naturally, both your audience and search engines will appreciate the balance.

Link Internally and Externally

Links serve as helpful guides, leading readers and search engines to additional valuable resources. Much as you might refer a client to a trusted expert or showcase previous work to help explain something, internal and external links build trust and add value to your content.

Internal links encourage visitors to explore more of your content, while external links provide credibility by connecting readers to reliable sources. Both types of links improve the user experience and help search engines understand how your content fits within a larger context.

Add a Strong Call to Action (CTA)

A clear call to action is like wrapping up a job by explaining the next steps to your client. 

After giving your readers valuable information, guide them on what to do next, whether it’s contacting you, reading another article, or signing up for your newsletter.

Think of it as closing a deal. You wouldn't finish a project without offering additional services or advice, and your CTA should be no different. 

Use straightforward, actionable language like "Get in touch today" or "Read more tips here" to make it easy for readers to take the next step and engage further with your content.

Final thoughts

An infographic showing how to structure a blog post the correct way

A well-structured blog post not only helps your readers but also benefits search engines. 

By crafting a clear headline, organising your content into manageable sections, and incorporating keywords naturally, you create a post that’s both engaging and easy to find online.

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