Did you know that small businesses with blogs get 126% more lead growth than those without?


The best part about blogs is that the content options are endless- regardless of your industry or niche, there is content you can blog about. Blogging is simple and effective, even for those who don’t consider themselves tech-savvy.


Creating content for blogs is always a good idea. But there are a few ways to structure your blog that can make it even more SEO-friendly and powerful for your business!

1. Headers

When your viewers first look at your blog, their eyes are immediately going to the header. The header is at the top of your blog and usually includes important information like the name of your blog, your logo, and the title of the post.


There are different styles of headers, but navigation and photo headers are the most common.


A navigation header features links or drop-down menus to guide your viewer to other parts of the site.


photo header features a large photo, usually relevant to the topic of your blog. (We’ll discuss the importance of photos more later on)


A header is also a good place to give your readers a preview of what your blog is about easily (even as they are scrolling through a mobile screen) and can encourage them to explore the site further.

2. Links

Links are an important factor in your SEO strategy and it’s easy to include inbound and outbound links throughout your posts.


What’s the difference?


Outbound links bring the viewer to a different domain (so a website other than your own). Although driving readers to another site may seem counterintuitive, outbound links can strengthen your search engine ranking.


By including links to other reliable, trustworthy, informative sites, you are telling search engines more about the niche your blog lives in, as well as establishing yourself as a reliable source.


Inbound links are even more helpful, as they are links to your site either from other parts of your site or from other domains. Inbound links within your blog can guide your user to other relevant parts of your website, as well as attract readers from other sites to your blog. Because inbound links are highly relevant to the topic, bounce rates from this type of traffic are typically low!


When other sources link to your site, your authority builds, which in turn improves your search engine ranking. This will also increase organic traffic to your site, and because inbound links are highly relevant to the topic, bounce rates are typically low!

3. Images

You know the written content of your blog is important, since blogs are typically text-heavy, but don’t forget to include image. Even one great photo can make a huge difference in your total views.


Blogs with photos actually get 94% more views than those without.


Unsure of what type of imagery to use? With the help of stock images, the possibilities are endless and you’re sure to find something that fits your brand. We love free sources like Unsplash and Pexels.


You want to choose your imagery carefully. First, consider your brand. What type of imagery are you already using on your site? Then remember the topic of your blog. The photo should act as a visual introduction to your blog, so make sure the image is related to the topic.


Images are especially important if you’re sharing your posts to social media. All social platforms support images, and they can make all the difference.


According to a study done by Buzzsumo, Facebook posts with images had 2.3 times more engagement than posts without images. Even just one eye-catching featured photo can boost your engagement with minimal effort.


The study also suggests an ideal word-to-photo ratio; “articles with an image once every 75-100 words got double the amount of shares of articles with fewer images, and a minimum of 30 more shares than articles with more.”


Don’t forget the alt-text! Adding this text-based description of your photo can help search engines crawl the page and it works to improve your search engine ranking. You will have the opportunity to add alt-text to an image when you are loading it to your blog platform.


As long as you have at least one featured photo to help draw in your audience and introduce your topic, you can expect more views and social media engagement than if you forgo imagery.

4. Valuable Content

Most people will seek out a blog topic to find answers or learn something new. Each post you make should offer something helpful to the reader.


There are many different types of helpful content options:

  • Advice
  • Guides
  • Tutorials
  • Reviews
  • Special offers


Always have your target audience in mind when creating new content. What is it that your viewers want or need? Whatever your topic, you want the content to be actionable. This means when your reader references your blog, they leave with new information that empowers them to take action.


Just like any other page on your site, you want to optimize your blog posts. Ideally, you considered SEO when first building your site, and blog SEO is no different.


Focusing on relevant long-tail keywords and accurate meta descriptions is a strong start.


Keywords can be used throughout the content of your post and help search engines find your content. A longtail keyword is a short phrase that is directly related to the focus of your post. Choosing one or two highly-relevant phrases that best describe the content of your post is the best use of keywords (Not just forcing in as many keywords as possible! This can actually be counterproductive.)


Meta descriptions help search engines and users understand what your blog post is about. Metas act like a call-to-action from the SERP, so make sure to include actionable language. This is also an important place to include your long-tail keywords to attract the strongest leads.


Your meta should be accurate and specific. Ideally, metas are less than 155 characters, so you have to be intentional in your phrasing. Having an honest meta tells the viewer exactly what to expect, which will reduce bounce rates.


You also want to make sure your blog (and website in general) is mobile-friendly. Out of the 100 billion monthly Google search, over half are made on a mobile device, and 7 in 10 users will abandon content that does not display well on their device.


Whether you’re considering adding blog content to your marketing strategy or are just looking to fully utilize the power of your blog, these four sections of a blog are key to improving visibility and click rates.

Thanks for reading,