The Anatomy of a Perfect Blog Post

Even though we all are crunched for time, spouting off a mediocre blog post for the sake of hitting a deadline isn’t worth it. Considering our audiences have access to countless other articles, it’s unlikely that they’d settle for a half-baked attempt.

We get it, though: It can be difficult to keep track of all the right blog components when you’ve got a full plate of projects. There’s a lot to remember when crafting a solid blog post — which means there’s also a lot to forget.

To make sure nothing slips through the cracks and every one of your blog posts is both comprehensive and useful to your readers, here is a rundown of everything you need to remember when you start writing. Bookmark this blog post, and make sure you’ve completed this checklist the next time you press “publish.”

How to Write a Perfect Blog Post

1) Headline

Every great blog post starts with a headline that grabs the reader’s attention, and compels them to click and keep reading to learn more. Internet readers have very short attention spans — around eight seconds in length — and the headline is one of the critical first elements that help readers decide if they want to click and stay on your site. In fact, 60% of readers don’t read past the headline, which presents a big opportunity. Here’s how to write a great headline:

Brainstorm a Working Title

Start with a working title in mind and brainstorm how to make the angle as interesting as possible. This is the phase of blogging where you start with a general topic and narrow down exactly what you want to write about that topic.

Conduct Keyword Research

Keyword research will help you create a headline that will perform well on search engine results pages (SERPs). Your headline is one of many factors Google considers when ranking results on SERPs, and an optimized title will help people find the information they need more easily.

Craft a Title

When it comes to the art of the perfect blog post, we’ve done some analysis and looked at how our own titles have performed. Here are the consistent principles we found:

  • The ideal blog post title length is 60 characters.
  • Headlines between 8 and 12 words are shared most often on Twitter.
  • Headlines between 12 and 14 words are liked most often on Facebook.

2) Meta Description

The meta description doesn’t live on your blog post — it lives somewhere different that’s just as important.

The meta description refers to the HTML attribute that explains the contents of a given web page. Basically, it’s a short description you see on a SERP to “preview” what the page is about.

The headline, URL, and meta description work together to convince searchers to click on a link to read the entire blog post, so you’ll want to put thought into what to write for this piece of your blog post, too.

In our analysis, we found the ideal meta description length is under 155 characters.

3) Featured Image

Featured images usually sit at the top of a blog post and are another element to draw readers in to learn more. The image should reflect what the story is about, intrigue readers, or provoke them. It shouldn’t be too literal or obvious, and it can simply be aesthetically pleasing, too.

Make sure you choose featured images that you’re legally able to edit and distribute. Here are some of our suggestions:

  • The Free Stock Photos You’ve Been Searching For
  • Negative Space
  • StockSnap.io

4) Introduction

The introduction needs to quickly hook your reader and convince her to read the rest of your blog post. It also has to let the reader know what your post is about, so she knows what she’s getting. Nobody likes clickbait, so you want to make sure your post is about what the headline says it is.

Whether your approach is humor, interesting and surprising facts, or asking a question, find a way to make the first lines of your blog posts as attention-grabbing as possible. Write an introduction that would make you want to keep reading an article — a quick few paragraphs to draw the reader in and let him know what he’s about to read.

5) Sub-Headers

Sub-headers are another on-page SEO element that helps your blog post to rank in Google Search. Sub-headers organize and break up your blog post into different sections to signal to Google (and your reader) what the post will cover.

Sub-headers should be written with H2 tags or smaller — never H1 tags, which signal a title. Use sub-headers to split up sections of your blog post — making sure to integrate the keywords you’re using this post to target.

In this particular post, I’m targeting the keywords “perfect blog post,” which I’ve used in my title and the first sub-header.

6) Body

The meat of your blog post — separated by various sub-headers, of course — is where your readers will undoubtedly derive the most value. In our analysis, the ideal blog post length is roughly 2,100 words, but that will vary depending on your topic. Medium found that posts that took seven minutes to read earned the most engagement and attention, and serpIQ found that most of the top-10 Google results are between 2,032 and 2,416 words.

7) Data

Whenever it’s possible to use data and numbers, do so. Numbers written as numerals (23) instead of words (twenty-three) have been shown to attract reader attention when they quickly scan what they’re reading online. Additionally, numbers represent facts — which are unimpeachable and most trusted by your readers.

8) Multimedia Elements

We’ve told you a few times that your reader is having trouble staying focused, so wherever it’s possible to use multimedia content to break up the blog post and re-engage your reader, add images, videos, audio recordings, and social media posts. Changing up the format of your blog post will provide additional value to your reader while making sure their eyes are focused on what they’re reading and seeing.

9) Conclusion

When you’re ready to wrap up and sign off, make sure to let your reader know the article is closing. Your conclusion doesn’t need to be lengthy, but it should serve to recap the blog post the reader just finished and provide more resources and guidance, if wanted. More on that next.

10) Call to Action

Finish your conclusion with a meaningful call to action (CTA) for your reader — whether it’s advice, a content offer, or a link to another related blog post. Use the last lines of your post to leave the reader feeling like he or she learned something from you — and like there’s even more to learn from you, creating the desire to click a link or CTA image and read more.

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