How to Write a Blog Post – What to Include (and What to Leave Out)

Business Building TipsOnline Marketing
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Few people know this but, a really short blog post will likely be ignored by the search engines: Google, Bing, Yahoo, etc. The same is true of the copy on your website’s pages. The rule of thumb here is to ensure you write at least 300 words if you hope to get noticed (about 275 is OK). Basically, the SEs think, “If you can't write a blog post with at least 300 your subject must not be very important. (And you know what? They’re probably right about that!)

They won't punish you by refusing to rank your website due to lack of content, they’ll just ignore it. So, your first goal when creating blog posts or page copy is… 300 words minimum!

Use Section Headings in Content (Like This One)

Next, split your copy and posts into sections and introduce the subject that follows with a “Heading”. (That H1, H2, H3, H4 stuff you’ve heard about.)

You see, the search engines are designed by human beings who tend to be kind of lazy. As a result, the easiest way to figure out what your content is about is for the SEs to scan the title, headings, Metadata, and the code for images. Only if they can't figure out what your subject is will they actually “crawl” the content for more clues. So, simply make it easier for them by optimizing your content as we described.

As a reminder, visitors to websites can also be lazy, or busy, and they want to know what your subject is and what you have to say about it as quickly as possible. You literally have about half a minute to catch and keep their attention!

They also scan instead of reading; trying to decide if your content has value to them. If their scanning tells them “NO”, they’ll leave (and may never return!). One way to slow them down and (hopefully) get a better idea of what you have to offer is to break up the content even more with bullet points.

  • Bullet points naturally attract the eye.

  • Once you catch their eyes,

  • You have a better chance of actually getting their attention.

  • Once they stop scanning and start reading though,

  • You’d better deliver some good content or, they’ll again be gone!

The idea is to “play to your audience” not just with what you have to say but in the way you say it – a way that they can absorb. In other words, give them what they need in smaller doses using tricks that slow them down so they take the time to absorb your content.

The Best Length for a Blog Post is…

We’ve already shared the tip about minimum word count for posts and page content. Now we have a whole new dilemma – recommended maximum word count, or – how long should a blog post be?

That’s a tough one to answer here because it depends on what you do, the makeup of your audience, and how technical your posts might be. Generally, we recommend posts be about 500-750 words max. This should be enough to get your main points across without turning it into an online novel. It’s also short enough that you won't scare readers away when they realize you're asking them to spend an hour digesting your content.

Within the text itself, you can also toss in bold text, italics, and underlining to catch the eye of your visitors. Professional copywriters worldwide use these techniques to stop the reader from scanning content and actually read it.

We’ve Hit the Limit!

Well, we’re at about 650 words right now so we’re going to follow our own advice and stop to let you ruminate on this. But please, consider turning your ideas into a content plan and create some fresh content using these tips for how to write a blog post. We think you’ll find it much easier than expected.

Ted remains available with practical, industry-focused strategic marketing tips. With more than 25 years of experience, he could be an invaluable resource on whom you might rely to grow your business.

To learn more about the lines we represent or for business consulting to the trade… Contact TD Fall today.