The Formatting of Your Blog Post Matters
As the core activity of Inbound Marketing is blogging, you want your blog posts to be both informative and easy to read.
If you want your blog posts to be read, it’s not enough for them to contain interesting and useful information.
This is not hard to do, but the basic rules below are often ignored.
They’re easy to follow, and they make a difference.
Use Headings to Make Your Posts Scan-able
We tend not to read on line per se, but rather to scan instead. When something we’ve scanned catches our interest, we then read that section in detail.
The use of headings make your posts easy to scan.
Use Bold for Special Emphasis
This related to the scanning idea above. When certain keywords are important to your topic, put them in bold so your readers can easily see them.
Use Short Paragraphs and Lots of White Space
When reading on a screen, white space is your friend. The breaks between the text help the text stand out more. For this reason your paragraphs should be no more than two sentences.
Insert a Picture (Maybe Two)
Make sure the image is relevant to your post, and most especially create a good caption (5 words or less), alt text (a comma separated set of phrases), and a description (a short paragraph). The importance of these text fields is the image itself is not searchable per se.
When you perform an image search on Google, what is actually searched are the text fields.
When Appropriate, Insert an Infographic
Well designed infographics can convey complex information in an easy to digest visual format.
This doesn’t have to require extreme graphics skills. Services such as Venngage make the job easier than you think.
The SEO Formatting is Also Important
Create an SEO friendly post title
An SEO friendly post title is CRITICAL. It is also about 70 characters long (give or take), uses a lot of words that your desired audience are likely to be searching for, and does not duplicate any words.
Insert One (Maybe Two) External Link
An external link is a link within your post to a webpage on another website. Google considers these to be citations, so you want to link to good sites with good information. To find a site to link to, simply perform a Google search and quickly review the search results.
Insert One Internal Link
An internal link is a link to another post on your website.
Set the SEO Meta Data
This is done using an SEO plugin. The specific fields you will set are:
- Title tag
- Meta data