Break up the text in to bite-sized chunks.
There’s nothing more intimidating to a reader than a wall of text, especially on a computer screen. Organize your thoughts into short paragraphs, bullets, or numbered lists. Including sub-headings and photos also help with structure. Think to yourself, if someone were to skim this post, what would be their takeaway?
Write naturally, conversationally and readably.
Another benefit to blogging is that a casual writing style is acceptable and expected. Make sure that your post stays focused on your specific topic and uses your chosen keyword(s) naturally. Then just keep your writing clear of grammatical & spelling errors as well as inappropriate language, and you’re good to go!*
*If your company has liability concerns, be sure to clear your blog post with your PR team before posting.
Be consistent in length, tone, and frequency.
Length: A good blog post can be anywhere from 300 to 2500 words, though a great target length is 500-600 words. Of course, some topics call for more or less scrutiny, so adjust as needed. The most important is that you pick a length that feels natural to you and stick with it – don’t write a 300-word post one day, then a 2500-word post the next.
Tone: As we said earlier, a casual tone is usually acceptable for blog posts. However, depending on your industry, your company may prefer a more serious tone. An easy way to figure out what your blog’s tone should be is to create a company persona: if your company were a person, describe that person using 3 adjectives. Once you decide on a tone, be consistent.
Frequency: This one is pretty self-explanatory – how often will you post to your blog? Set a realistic frequency goal and stick to it. Once a week? Twice a month? Use Google calendar or a similar app to send yourself reminders.
Use proper HTML markup
Every blogger should have at least a basic understanding of HTML markup. Markup like headings, links, and image tags help Google understand which components of your blog post are the most important. It ‘indexes’ your post, which determines where it appears in search. Basic HTML isn’t hard to learn, and there are many resources available to you. Start by checking out this article, which touches on a few basic HTML tags that help bloggers.
If you still want to learn more, try Codecademy — their courses are fun, easy, and free. You might enjoy it so much that you accidentally become a front-end developer!
Use compelling visuals.
Dynamic visuals can make even the most mundane content appealing to readers. A good rule of thumb is to include one visual for each 300 words of text. You can use relevant company photos if you have them, or free stock photos if you don’t. Build visually appealing text-overlay images with this site.
If you’re lucky enough to have a graphic designer on board, see if they can create an infographic – this is especially useful if your topic is a complex one. You can also use Canva to do it yourself.
Keep legibility and accessibility in mind.
When you choose your blog’s font, make sure that it is a readable font family, that it is large enough (16pt or larger), and that provides good contrast (black or another dark color on a white background). You should also consider things like line-height and line-length. Start by reading this article, then use these guidelines to see if your blog meets Google’s standards.