Once you’re writing a weblog put up, it’s simple to miss the formatting. However how precisely do you have to format your weblog posts to get extra engagement and search success?

Get to the purpose, don’t waffle

In terms of writing the introduction, hold it easy, concise, and tailor-made to your viewers.

If you’d like an outlined method for formatting your introduction, you should use the Drawback-Answer-Proof (PSP) introduction components.

Problem-Solution-Proof intro formula, via Ahrefs Blog

Utilizing the PSP components means you may get straight to the core of the subject by outlining the issue, giving an answer, and offering proof of why your viewers ought to belief you—all in simply two paragraphs.

It additionally means there’s area to place a picture above the fold, making your put up extra visually participating for guests.

When you’ve perfected your introduction, it’s time to contemplate the way to organize the remainder of the article.

The truth is that many individuals don’t learn from begin to end anymore. A examine by Nielson prompt that solely 16% of its take a look at customers learn an article phrase by phrase. 

So it’s necessary to make your articles scannable to maximise engagement in your weblog. The simplest manner to do that is to make use of headings or, extra particularly, H1 tags and different <H> tags.

Headings even have a secondary profit, as they assist to supply an Search engine marketing-friendly construction to your article.

Right here’s what it appears like in follow. You wish to purpose for a transparent hierarchy.

Illustration of how headings create hierarchy and improve user experience, via Ahrefs Blog

In my view, your headings ought to have two qualities:

  • Individually, they need to have an effect and catch the reader’s consideration.
  • Collectively, they should kind a logical define and point out the important thing components of the article at a look.

In follow, it’s typically a balancing act: You’ll want to have the ability to construction posts in a logical, hierarchical manner and in addition entice the reader to learn on.

Format for the dominant content material sort

Typically talking, a variety of content material on the web falls into these classes:

  • Record posts
  • Step-by-step guides
  • Newbie’s guides
  • Expanded definition
  • Opinions

For that reason, earlier than you create your written content material, it’s a good suggestion to analysis what sort of content material is already rating to your goal key phrases so as to format it correctly.

This will likely seem to be overkill, however you don’t wish to waste time creating content material in a format that readers are unlikely to have interaction with. So it pays to get it proper from the begin.

For instance, if we write a 2,000-word article on “the way to tie a tie” and guests predict a video, it’s unlikely our written content material will ever get an opportunity to look on the high of the SERP as a result of it’s not the kind of content material our viewers is on the lookout for.

To indicate you the way fast it’s to test for the dominant content material sort, let’s bounce into Ahrefs’ Keywords Explorer, plug in “the way to tie a tie,” and scroll right down to the SERP overview.

SERP overview for "how to tie a tie," via Ahrefs' Keywords Explorer

We will see from this search that the highest result’s a video hosted on YouTube. Which means with a view to compete on this SERP, we’ll most likely have to create a video on this matter.

With that stated, let’s check out a few of the most typical written content material sorts you could simply format for.

Record posts

Record posts are quite common, particularly in sure niches the place guests are on the lookout for inspiration or concepts. 

Let’s begin by plugging in “issues to do in capri” in Keywords Explorer

If we scroll right down to the SERP overview, we will see that just about the entire outcomes include a quantity, which means they’re more likely to be listing posts.

SERP overview for "things to do in capri," via Ahrefs' Keywords Explorer

From this instance, as there are such a lot of listing posts rating on the primary web page for this question, we’ll want to stay to the listing put up format with a view to stand an opportunity of rating on this SERP.

Right here’s an instance of the format you should use for an inventory put up:

Format of a list post, via Ahrefs Blog

Step-by-step guides

Let’s now plug in one other completely different key phrase. I’ve added “podcasting information” into Keywords Explorer to see what we get.

SERP overview for "podcasting guide," via Ahrefs' Keywords Explorer

Though the SERP outcome titles include numbers as properly, we will see that the dominant content material sort on the high of the SERP is about offering step-by-step guides. 


Typically, you’ll have to click on on the URLs and go to the webpage to double-check the content material sort.

Right here’s an instance of the format you should use for a step-by-step information:

Format for a step-by-step guide, via Ahrefs Blog

Newbie’s guides

Let’s check out one other content material sort. I’ve plugged the key phrase “chess fundamentals” into the SERP overview.

SERP overview for "chess basics," via Ahrefs' Keywords Explorer

From my highlights, we will see that the title tags of those pages are aimed toward newbies. 

If we wished to create a newbie’s information for a subject, the format of the put up would possibly look one thing like this:

Format for a beginner's guide, via Ahrefs Blog

Expanded definition

One other frequent sort of content material is the expanded definition. Such a content material explains the which means of a factor or idea earlier than going into extra element about it.

Let’s plug in “latte” into Keywords Explorer and scroll right down to the SERP overview.

SERP overview for "latte," via Ahrefs' Keywords Explorer

On this instance, we will see that the highest result’s asking what a latte is. 

We will use this format to construct out a put up on this matter.

Format for "expanded definition" post, via Ahrefs' Keywords Explorer

One other ingredient you’ll be able to add to an “expanded definition” format put up is FAQs. Including this part with schema is usually a good mixture. 

Right here’s an instance of some standard FAQs about H1 tags from our weblog:

FAQs example, via Ahrefs Blog


One of the standard content material codecs is the overview format. This format is pretty self-explanatory—guests to your website predict the services or products to be reviewed.

Let’s check out a “overview” SERP in Keywords Explorer.

SERP overview for "airpods max review," via Ahrefs' Keywords Explorer

This is without doubt one of the easier-to-spot codecs, and you may see virtually each SERP outcome title has the phrase “overview” in it.

In terms of writing opinions, Google gives detailed steerage on the way to write a superb overview, which you’ll examine beneath.

Many content material creators know the way to format content material. However within the rush to provide content material, it’s simple to let the standard of the formatting slide or omit it altogether.

Right here’s a reminder of what you must and shouldn’t do:

Don’t make your article needlessly lengthy—hold it succinct and to the level

If you’re writing to succeed in a phrase depend, then you might be creating content material unsuitable. You must actually give attention to writing the perfect weblog put up you can. 

Although, it’s helpful to understand how lengthy completely different pages on the SERP are as a result of it offers you a way of the chance accessible. 

The easiest way to test is to make use of Keywords Explorer’s SERP overview, because it lists the phrase depend of the highest pages on the SERP.

Word count of results on a SERP for "what is a latte," via Ahrefs' Keywords Explorer

Utilizing a device like this, we will see that for this matter, the quantity #1 rating article is the shortest article on the SERP. 

So if we hired a freelance writer to write down a 4000-word weblog put up on “what’s a latte,” chances are high, it will be too a lot.

Use textual content formatting for emphasis

Fundamental textual content formatting, like utilizing daring, italic, or <a> hyperlinks, is an efficient option to spotlight sure elements of your content material for search engines like google.

Google’s John Muller had this to say about bolding textual content:

Does bolding necessary factors on a paragraph assist the Search engine marketing? Sure it does. It does assist us to higher perceive that paragraph or that web page.

John Mueller

Use a desk of contents 

Table of content example, via Ahrefs Blog

I discussed making your weblog posts scannable earlier on. In my view, there isn’t any higher manner to do that than by including a desk of contents, because it summarizes your content material in a number of strains that customers can click on.

Including a desk of contents is an efficient option to permit your web page’s guests to scan your content material’s core subjects rapidly.

It could additionally set off sitelinks, which may probably enable you to win much more natural clicks.


If you happen to use WordPress, you should use a free plugin like Easy Table of Contents so as to add a desk of contents to your weblog posts mechanically.

Use inside linking to elucidate different ideas

Internal linking for SEO is without doubt one of the strongest facets of formatting a weblog put up, in my view. 

Try our video and guides on the way to do it beneath.

Use exterior hyperlinks when linking to helpful assets

Exterior hyperlinks needs to be used extra sparingly than inside hyperlinks. However it’s good to hyperlink to related, trusted sources that assist present context to your content material.

Add an creator bio

Including an creator bio is an efficient manner to supply legitimacy to your readers. If guests to your website can see that the content material is written by an actual individual, it provides to its authenticity.

Josh Hardwick's author bio on the Ahrefs Blog

At Ahrefs, we’ve an creator bio beneath each put up with hyperlinks to our social media profiles.

Use photographs to reinforce your content material 

Typically talking, it’s a good suggestion so as to add photographs to assist convey extra which means to your content material. 

It’s necessary as a result of some SERPs will pull by way of photographs out of your articles.

Right here’s an instance the place photographs from my weblog put up on website structure had been pulled into the Google SERP:

Images pulled from an Ahrefs article on Google's SERP

Use unique, web-ready photographs

In terms of photographs, it’s simple to make use of a inventory picture. However a greater concept is to make use of your personal unique photographs the place attainable. In addition they ought to ideally be “net prepared.” This implies utilizing WEBP picture codecs for the perfect efficiency.

In terms of optimizing your photographs, you may also use alt text as a part of your fundamental image optimization.

Closing ideas

Most of the components of formatting a weblog put up for search should not tough. But surprisingly, many on-line publishers nonetheless don’t take the time to do it.

Taking a structured method to formatting may also help your content material stand out from the gang and get it acknowledged on the SERPs.

Received extra questions? Ping me on Twitter. 🙂


Author admin

More posts by admin

Leave a Reply