Writing a blog post is about more than just putting pen to paper (or fingers to keyboard) and coming up with as much content as you can. There are other factors to consider from both an audience perspective and what search engines are looking for. Let’s start with what your blog post should contain for your audience to find it useful, relevant, and engaging:

Audience Factors

Having written many, many articles in our time, we have a lot of experience in writing engaging, well-structured and optimised blog posts. Engagement is key – you can have a beautifully optimised blog post that does nothing for your readers. You should always make sure you consider the following:

Relevant Content

Whatever you are sharing in your blog post, you need to make sure that it is relevant to your audience. If your blog post is Top Ten Tips on Cleaning, make sure it is ten tips on cleaning. If you are showing someone how to create a recipe, be sure to include the ingredients, the step-by-step process, and pictures of the finished products. You have to be sure that you are not misleading your audience and that content is relevant to what you offer and what you lead them to believe the blog is about. There is far too much clickbait online that entices people to click through to something entirely irrelevant.

Consider what your audience is looking for from your blog posts. For example, we run a social media and content management blog so our posts are how to create blog posts, how to choose a blog writer, how to use hashtags on Facebook and Instagram, what makes a great social media post etc. We consider what our audience is looking for and create blog posts to suit their needs. We do this from a mixture of our experience, what our customers are looking for, and by using Google’s Keyword Planner to find out what people are searching for.

Easy to Read Layout

What is the purpose of your blog? Are you sharing news about your company, information about a product or service tips and advice on how to use your product or other useful tutorial tips? The subject of your blog will determine the layout. A listicle blog for example, will contain short paragraphs with subheadings or bullet points while a news article willl have fewer but heavier paragraphs.

Be careful not to overload it with ads – especially if you are using Adsense where the ads are chosen by the system. How many times have you clicked on a news story and spent more time scrolling through ads trying not to click on them to find the actually information within the article? A good blog post is more about being useful and valuable and less about making money – as much as you may want to monetise your blog it will do your more damage in the meantime. If you want to use ads in your blogs and make money, you could consider an affiliate programme that provides ads for you so you determine where they go.

Make it Appealing

While your layout needs to be easy to read with the right size text, spaced-out paragraphs, bullet points etc, you also need to ensure that it is attractive. Using images will bring your blog to life. We tend to use a programme called Canva to create blog images. Using their pro tool, we can create featured images either with or without text overlays and graphics.

creating blog posts

We also use it to create images to use within the conent – sometimes creating graphics to demonstrate what we are trying to say with somethnig more visual. You can create inforgraphics but you may want to use a creative designer for this. Don’t use pictures of cute cats and fluffy animals just to get attention. Use images that are relevant to your content

Creating the Right Blog Post Structure for Google

While providing great content for your audience is your number one priority, creating a good blog post structure for Google and other search engines whould also be high on your list of objectives. It’s all very well having a brilliant blog post that you have spent hours crafting, but it needs to be found! By following our tips, you can create an article that has a much better chance of scoring weill with Google. Let’s take a look at all the elemtns you are going to need.

Decide on Your Keyphrase

First of all you need to decide on a keyword or keyphrase for your article – this will be what you build your article around. For this article, the phrase that we are trying to optimise is ‘blog post’. As you read the various elements of a good optimisation structure, you will be able to relate them to this article and see how we have incorporated it.

Using the Keyphrase in Your Article

You need to incorporate the keyphrase the correct number of times. This tends to be 2-3 times within the text for shorter articles of 300-500 words and more as you increase the size of the text. We use a plug in called Yoast that gives us a traffic light system of what we need to include in the blog post. If we use too few occurences, it will flag it to us. It will also tell us if we have used the keyword too much. As you get more expereinced, you will know how many times you should incorporate the phrase. You should also ensure that the keyword is evenly distributed throughout the text – not just overloaded at the top of the article with another insertion at the bottom. It needs to make sense as well. Don’t stuff keywords into your blog for the sake of it. Always make sure it sits well and the article reads well.

Headings and Sub Headings

Referred to as H1, H2, H3 and so on, these are the headers and sub heareds within your artivle. You have one H1 which is the main title – don’t use more than one, Google doesn’t like this. H2 are then your sub headers. As you can see in this article, they are bigger ehaders. The smaller headers are what are known as H2s. You should included your exact keyphrase within one H2 and variations of the keyphrase in a couple of others. Don’t try and overstuff your headers with keywords.

Image Alt Text

when you uplaod an image to your gallery, you will see that you have text fields for title, caption and alt text. Alt text is where you need to ensure that you use your keyprhase. We tend to use one exact match of the keyphrase in each blog post featured image and variations of this on other images that we use.

Meta Title and Description

Meta title and meta descriptions are key. These are the snippets you see when you Google something and your results appear. This is what one of ours looks like!

You need to include your keyphrase in the title – preferably at the beginning and then again in the metra description which needs to be a certain length. Again, using Yoast will guide you through the process.

blog post elements


The website address that your blog lives at will be decided on when you create your blog post. We recommend using either the exact keyphrase of a variation including the keyphrase. This particular article will be engagedm.co.uk/creating-blog-post. You should try and avoid using “stop words” these are your small words – a, if, of, on, in the etc.

Internal and External Links

You should include links to pages within your website. These are your internal links. If you wanted to read about our blog management services for example, you could click here! You will see that when you click through, you are taken to a relevant page about how we can help you. See what we did there? It’s all part of the explanation process but if you should need help wiuth your content management, you know that we can help.

External links will take the reader to external sources outside of your website (you may want to tick the option to open links in a new tab so that your site stays on their screen). You need to ensure that the external source is relevant and that you aren’t just promoting your competitors or nonsense. I often use a link to Canva. This is an affiliate link and if people are looking for help creating their designs, they can sign up to a Canva accounts. Should they take advantage of the pro subscription, we actually get paid. You will notice, when you click it, that it opens up the site in a new tab, leaving yours open.

At this point, I have just stopped writing to check on the Yoast score for this blog. It is green on the traffic light system. It is suggesting that I move the keyphrase ‘blog post’ to the beginning of the meta title – to be honest, I am not going to do this as I don’t think it would make as much sense. Instead of using creating a great blog post, I would have to start with ‘Blog Post – How to Create a Great Post’. I don’t think that looks as good or is as appealing to my audience so I am going to leave this. It is also suggesting I use more keyphrases within my H2s and H3s however, changimg what is already there will mean that the article doesnt make as much sense. so I am going to forgo this too. Other than that, the blog has an excellent score so this is how I am going to leave it.

All that is left now is to see where it lands in the organic search results when the page gets indexed.

For any questions about anything in this article, please submit your comments below and we will be sure to get back to you. Unless you are leaving SPAM of course, then we will disregard the comments.