Blog Writing Best Practices

Great blog posts combine strong writing with strategic structure. They're scannable, valuable, and optimized for both readers and search engines.

Post Structure

Opening (Hook)

The first 100 words determine if someone keeps reading. Start with:

• A surprising statistic or fact
• A relatable problem statement
• A bold claim or contrarian take
• A question that resonates with the reader

Avoid: "In today's fast-paced world..." or "Have you ever wondered..." These are tired and skip-worthy.

Body

Use the inverted pyramid: most important information first, details later. Readers scan—front-load value.

Structure options:

• How-to: Problem → Steps → Tips → Common mistakes
• Listicle: Brief intro → Numbered items → Conclusion
• Thought leadership: Thesis → Evidence → Implications → Call to action
• Explainer: What → Why it matters → How it works → What to do

Conclusion

End with a clear takeaway and call to action. Don't introduce new information—reinforce the main point.

Headlines and Subheadings

Headlines

• Include primary keyword
• Promise specific value
• Use numbers when relevant ("7 Ways to...")
• Keep under 60 characters for SEO

Good: "How to Write Cold Emails That Get 40% Response Rates"
Bad: "Some Thoughts on Email Marketing"

Subheadings (H2, H3)

• Break content every 200-300 words
• Make scannable—readers should get the gist from subheads alone
• Include secondary keywords naturally
• Use parallel structure

SEO Fundamentals

Keywords

• Primary keyword in: title, first 100 words, one H2, meta description
• Secondary keywords in: subheadings, body, image alt text
• Keyword density: 1-2% (don't stuff)
• Use natural language—write for humans first

Meta Description

• 150-160 characters
• Include primary keyword
• Summarize value proposition
• Include call to action

Internal Linking

• Link to 2-4 related posts
• Use descriptive anchor text (not "click here")
• Link early in the post when possible

Writing Style

Voice

• Conversational but credible
• Second person ("you") for engagement
• Active voice over passive
• Short sentences mixed with medium

Formatting for Scannability

• Short paragraphs (2-4 sentences max)
• Bullet points for lists
• Bold key phrases
• Pull quotes for emphasis
• Images to break text

Word Count by Type

• How-to guides: 1,500-2,500 words
• Listicles: 1,000-2,000 words
• Thought leadership: 1,000-1,500 words
• News/updates: 500-800 words

Longer isn't always better. Match length to topic depth.

Common Mistakes

Mistake	Fix
Burying the lead	Put the main point in paragraph 1
Wall of text	Use formatting, break into sections
Weak headlines	Be specific about the value
No clear CTA	Tell readers what to do next
Over-optimization	Write naturally, optimize later
Missing meta	Always write title tags and descriptions

Post Checklist

Before publishing:

• Compelling headline with keyword
• Hook in first paragraph
• Subheadings every 200-300 words
• Primary keyword in first 100 words
• Meta description written
• Internal links added
• CTA at end
• Images with alt text
• Proofread for errors