13 Must-Have Elements Of An Exceptional Blog Post

One in 5 bloggers experiences their weblog delivers sturdy advertising and marketing outcomes – 22%.
That’s it – and this proportion has been steadily declining over the previous three years.
That can’t be true, can it?
Why are the overwhelming majority of blogs not delivering sturdy advertising and marketing outcomes?
My idea is that there’s a lot of overly generalized recommendation within the content material advertising and marketing trade:
“Write for customers, not Google.”
“Google rewards high-quality content material.”
“It’s about search intent.”
Okay, however what’s high-quality content material?
The bar is excessive. This article will provide help to get your content material the respect it richly deserves by breaking down 13 important parts of an distinctive weblog put up.
Jump to:(*13*) TopicSearch-Friendly URLInclude An AuthorTable Of ContentsPowerful HeadlineInteresting Introduction(*13*) SubheadingsLengthAppealing VisualsConclusionUseful LinksSchemaSuggest Related Blog PostsFinal Thoughts1. (*13*) Topic
Your viewers has to care in regards to the subject.
If you’re not solely positive what matters your viewers cares about, there are a couple of locations to begin.
Find which pages assist what you are promoting goals in Google Analytics.
Ask your gross sales groups what questions potential prospects are asking most continuously.
Or, look instantly at your on-site search to see what services or products individuals are on the lookout for.
Interact with members of your viewers inside social media channels which might be associated to your trade.
These are all nice locations to supply content material matters which might be of nice curiosity to your viewers.
2. Search-Friendly URL
Google recommends retaining a easy, quick URL construction each time doable.
Do not use lengthy ID numbers in your URLs or time-specific parts resembling date and 12 months. Overly advanced URLs may cause issues for crawlers and aren’t useful to people.
For occasion, this:
Can turn out to be this:
Be descriptive along with your URL so that somebody who sees the hyperlink will know precisely what to anticipate after they click on on it.
3. Include An Author
Showcasing the writer offers a weblog article extra credibility, context, and authenticity.
Link the writer’s identify to a profile web page (with a photograph) the place readers can discover different articles by the writer and really feel like they’re studying one thing from an actual individual.
Doing so will encourage your readers to have interaction along with your model on social media websites resembling LinkedIn, Twitter, and Instagram.
4. Table Of Contents
Using a desk of contents on the high of posts organizes your content material making it straightforward for customers and bots to navigate.
Anchor hyperlinks in a desk of contents assist your readers rapidly get to the knowledge they’re most excited about.
Search engines love a desk of contents! It’s not assured, however they’re typically pulled into Google search and displayed as sitelinks.
5. Powerful Headline
A robust headline attracts your viewers to your weblog and will get your put up web page views.
Without a headline that pulls eyes, a great weblog put up is misplaced among the many huge sea that’s the web.
Spend time crafting the proper catchy title to reel in readers and make them need to learn your article.
SEJ offers 12 tricks to flip a median headline into one that’s distinctive and entices clicks.
6. Interesting Introduction
While a great headline attracts clicks to your website, it’s the introduction that turns a website customer right into a reader.
For an introduction to resonate, readers want to grasp what you’re speaking about and care about what you must say.
You don’t want to present them the reply to their query but, simply sufficient info to present them a purpose to care.
SEJ offers seven methods to jot down weblog introductions your readers and Google will love.
7. (*13*) Subheadings
Headlines and subheadings spotlight the primary parts of the subject making the article straightforward to scan and main the reader by the content material.
Using key phrases in subheadings helps serps establish the content material and rapidly tells the reader the details inside the article.
This doesn’t imply you must drive key phrases into subheadings. Keywords have to make sense and sound pure.
Subheadings needs to be formatted with the title tag hierarchy. This implies that you utilize progressively smaller heading codecs.
For most articles, you solely want to make use of H2s, but when you must separate an H2 with a number of content material, you need to use an H3.
Make positive you’re utilizing header tags correctly as beneficial on this SEJ article on web optimization finest practices.
8. Length
I continuously hear research claiming anyplace between 1,500 to three,000 phrases is the perfect content material size for articles.
Truth is, it doesn’t matter.
Length will range by content material model, subject, and viewers.
A superb weblog is so long as it must be and so long as your viewers will learn.
Use web page depth (scroll) monitoring in Google Analytics (or Hotjar) to see how far customers are studying your weblog articles.
Try hiding a subsection reply inside an accordion for customers to work together with, you’ll be able to tag this occasion to see if you happen to’re retaining customers engaged that far into the article or not.
9. Appealing Visuals
We reply to and course of visible information much better than textual content.
And not just a bit bit – 60,000 occasions sooner.
How the human mind processes advanced info is what makes visualization so essential.
Using charts or graphs to elucidate advanced information is way simpler than trudging by a considerable amount of textual content.
Just make sure you optimize your photographs for search. SEJ shares 12 essential picture web optimization suggestions you must know.
10. Conclusion
By the top of your article, your reader might have forgotten a couple of of the factors you made earlier within the piece.
A superb weblog put up will summarize the important thing takeaways from the article and information your reader on what to do subsequent.
The level is to not reiterate your factors, however to assist your viewers draw actionable conclusions out of your weblog put up.
Decide what motion you need your weblog reader to take. Maybe you need them to enroll in electronic mail, comply with on social, or take a look at a services or products you provide.
The level right here is to encourage your reader to take your required motion.
11. Useful Links
Without hyperlinks, the web can be an organized mess of pages. It can be actually troublesome to navigate (discover what we had been on the lookout for.)
A superb weblog put up makes navigation intuitive for customers and straightforward for serps to crawl.
Internal hyperlinks assist join associated matters for serps and supply additional analysis that will curiosity the reader.
John Mueller defined in an web optimization After Hours video:
“…inside linking is tremendous essential for web optimization.
I believe it’s one of many largest issues that you are able to do on an internet site to type of information Google and information guests to the pages that you simply assume are essential.”
External hyperlinks are finest used to quote sources and act as an endorsement for high-quality content material.
12. Schema
Schema markup is an important component of a great weblog put up as a result of it helps serps establish your web page as a weblog put up as a substitute of product pages, system pages, or different content material.
There are a couple of schema markup sorts that apply to weblog posts, articles, and information.
There can also be FAQ, How-To, Breadcrumbs, Speakable, and extra.
13. Suggest Related Blog Posts
At this level, you have got a well-structured weblog put up that features the technical elements of rating a web page and an attractive copy that entertains and informs the reader by to the top.
Now, you need to enhance the probability that your readers will keep in your website and ideally convert on the finish.
At the top of your weblog put up, show a couple of (three max) weblog articles which might be associated to the identical subject cluster.
Final Thoughts
The 13 parts on this article assist customers care about your weblog article and assist serps higher perceive how the subject pertains to your web site as a complete.
Aside from these technical parts, there’s a sturdy argument for model, supply, and prose.
To proceed studying, browse Search Engine Journal’s contributors and on-staff writers. Select 5 writers you get pleasure from studying and comply with their content material to check what makes them nice.
More Resources:
Featured Image: Lyubov Levitskaya/Shutterstock


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