Blog Writing
Quick-Guide
01. Why Even Blog?
Blogs help you build RELEVANCE
and AUTHORITY.
They show search engines that your
site is active and thus increases the
chances of your site ranking higher in
search results.
02. Choosing a Topic
Blog content should be educational. Put
yourself in the shoes of your buyer persona.
What are they searching for? What are they
interested in?
Do research on keywords. Focus on one
long-tail keyword per blog post.
Long Tail Keyword: A very targeted search
phrase that contains three or more words
Example: comfortable running shoes
03. Creating a Title
Peak the readers interest. Make sure the title
is engaging for the reader and makes them
want to read more.
Make value clear in the title. What can the
reader expect? What format? They need to
know exactly what they are going to get.
Start with a working title then narrow it down
later once the piece is finished.
Keyword should be at the beginning of the
title due to long titles being shortened by
Google (see image).
04. Structure
Serious
Tone of Voice: Writing tone should match
the attitude of your readers and subject
matter. Fun and Personable
Start with body points. Save introduction
and conclusion until the end. Uplifting
Make introduction paragraph captivating.
We want them to keep reading. This should Quirky and Humorous
be a follow up to the title.
Authoritative
05. Formatting
Mention your keyword at a normal
cadence throughout the blog. Google will
penalize you if you overuse.
Subheaders should be used with H2 or H3
tags. This helps Google understand what
the post is about and thus boosts SEO.
Use multimedia content wherever
possible to break up the blog post
(photos, videos, social media posts, etc.)
06. Optimization
Don’t forget alt text! Image alt-text
helps images rank in the image section
of search engines.
Include links wherever possible. Links
should ideally be to other pages on
your website and should be opened in
a new window. Do you have other blog
posts that may be helpful for the
reader?
07. Call to Action
Include a passive CTA near the top of your
blog through hyperlinked text. Most readers
don’t make it to the bottom of the blog.
If someone reads to the end, reward them with
a helpful next step. Include an image CTA at
the end of the post (see below).
08. Editing
Once your blog is finished, take time to thoroughly edit.
Use contractions. These help you sound more
conversational and less robotic.
Big words actually make you appear less credible and
confident.
Consider breaking up paragraphs to add white space
and make it easier to read (see image).
Using “you” and “your” brings the reader into the
writing. Imagine you're talking to a friend.
Cut the fluff! Really, actually, very, and other adverbs
are unnecessary. Jargon and excessive acronyms should
also be avoided.
