What if I tell you that there is a way to writing blogs that people read?
While it is true that you have to produce content regularly, you also have to understand that your content quality is more important than quantity.
As you may have known by now, Google ranks pages not only based on keywords but also authority. Authority is something you build over time.
And the way Google checks this is, at the very least, through the following:
- Backlinks – the number of websites linking to your site
- Social shares – number of people sharing your web content
- Average session duration – average duration of time that people spend on your site on a single session
As you can see, all of these three things can only happen if you write blog posts that contain one thing: quality.
Today, I will show you what makes a good blog how to write blog posts that people read.
Not only because you want to get more traffic from search engines, but also because you want to build your credibility in your niche.
Our topics are:
- Write for people, not for SEO
- Be personal, not formal
- Create structure, not chaos
- Practice editing, not adding
- Attempt to help, but not to sell
By the end of this tutorial, you would have earned how to write with structure.
You will also know how you can publish content that will make people read your blog post from start to finish.
Write for people, not for SEO
If you write for SEO, you do not care about the value that your blog post offers.
I have come across many blog posts where the article title used a critical keyword that I am looking for.
And when I read the article, the answer to the question was not there.
The specific article was about how you can use software without a credit card. The keyword here was “using software without credit card”.
This keyword was used multiple times in the article. But it never showed the reader how to buy the software or use it without a credit card.
It was a useless article that was spammy. It is a great example of an article written for SEO.
I knew after a few minutes of reading that it was nothing more than spam—a clickbait article that draws people to it but never adds value.
Articles like this will get clicks, but Google will eventually catch up as users leave the page in a matter of seconds.
As time spent on the article gets shorter, Google will soon de-rank this page because people are not happy with the content, much less read more blog posts from this writer.
For your blog posts to build credibility, you have to write for people, not SEO. SEO is only your secondary priority.
Google has long realized that there are many black hat marketing practitioners who are gaming the SEO system, and Google has acted upon it.
Now, you will never rank on Google by merely stuffing your blog with keywords.
The quality of your content has more value to Google than the keywords you use. The longer a person stays on your blog, the better you will look in the eyes of Google.
If you write for people, your audiences will read your blog post from start to finish—not scan it from top to bottom.
Be personal, not formal
Writing for the academe is not the same as writing for the internet.
Your audience online does not like jargon—they do not want pseudo-intellectuals.
They want someone that they can relate to, someone who is a real human, not someone who sits on top of an academic pedestal.
To write from a personal level, you have to share your own experiences—and make people relate to that experience. You need to use words like “I’ and “you”.
Formality has little place on the internet.
What people want is a writer who can help them, not make things more difficult for them to understand.
Despite this, you need to have boundaries.
Being personal does not mean you can cuss and curse as much as you want because that is who you are. While this can work, you need to write with this style using balance.
You should also avoid being self-indulgent. What this means is that the article you write should mention some of your experiences, but it should not be about you all the way.
It is true that readers want to connect, but they also want to learn.
If your blog post is nothing more than a regurgitation of your life, just make sure that your life is really that interesting.
People love backstories, but there has to be a boundary where you have to stop talking about yourself and start talking about your readers.
This is the meaning of writing at a personal level—having a conversation with your audience and giving them time to reflect upon themselves.
You need to create a balance where the reader discovers tidbits about you, and then make it relatable—share your experiences that everybody else also goes through in their life—like pain, anger, happiness, etc.
Create structure, not chaos
There was a time when blogs were nothing more than a personal journal—a page where people could share their thoughts. Now, a blog is a business.
You are reaching out to people who need something—a product that you may be endorsing, or a service that you are offering.
As such, the articles you write must have structure.
You are not writing a short story, and neither are you writing an essay.
The first step to creating a structure is by identifying the type of article you want to write.
Here are some of the most common types:
Listicle – a type of article where you offer a list of the best or the worst things in a particular niche. An example is the best laptops for 2020 or the top five free website builders.
In a list like this, you are offering your readers some sort of expertise.
The list you provide makes it seem like you have done your research or that you have tried them all, and you are recommending only the best.
Why does this work? It works because you are doing your audience a favor—you are helping them have a way to save money by offering your recommendations.
You are offering them a way to save time, so they do not have to explore several products anymore.
An article like this narrows down people’s options; just make sure that you provide enough information to justify why you are recommending the products or service from your list.
How-to – a how-to article is a tutorial where you are teaching your readers how to do something. This is one of those types of articles where click baits abound.
So many people use the word “how-to” in their titles, and yet the content does not really teach anything.
What does it mean? It means you have an opportunity to write blogs that people read.
This is what we call a content gap. If you can fill this gap, you have a hungry audience out there waiting for your step-by-step tutorial.
Product review – here is another gap in the world of blogging. So many reviews are fake because the writers never really used the products they are reviewing.
Whenever you read product reviews, they are not exactly reviews—they are a list of product specifications or a list of features where the writer did not provide any experience whatsoever.
If done right, product reviews are great because they provide a buyer with a sense of clarity, instead of taking the risk of buying something they have not used.
Again, you are doing your audience a favor, and they will take the time to read your blog
Practice editing, not adding
While it is true that long articles are better, this should not be a steadfast rule.
If there is one thing you should never do with an article, it is stuffing it with irrelevant content that does not matter.
For example, let us say that you are writing a review of Apple’s newest iPhone.
It does not make sense writing about Apple’s history in your first 500 words. Readers just do not care.
What you need is a short intro and then dive right into the meat of the issue—is this new model any good?
What are the features and what new goodies are waiting for the buyer?
This is why you need to edit your articles.
You need to have the strength to make the cut, even if what you wrote is great.
If it has nothing to do with the subject matter, take it off.
Let us take a look at another example. If your topic is the best zoos in New Jersey, you should not write about the plight of endangered animals.
While your advocacy is admirable, the person who clicked on your link expects to read about the best zoos in the state, not a lecture on how humans degrade earth.
Keep what is important, and discard what is irrelevant.
Attempt to help, but not to sell
The last in our blog writing tips is to create articles that add value—posts that help people, not posts that sell.
Internet readers now have a nose for salesy people.
They do not like being sold items—they will know if you are sincere.
Be honest about what you are writing, and offer the readers what they are looking for: the truth.
If you help people, what you did for them will come back to you.
It may take time, but they will trust you and come back for more information from you.
In time, they are going to buy the products you recommend, or subscribe to the services that you offer.
The key to your success is value. Many salespeople fail because they push products to their target customers’ noses.
The right approach is to provide a solution to a problem and wait until the customer realize that yes, he needs the product or service that you are offering.
Review your blog post before you release it.
Before you hit the publish button, ask yourself, what is the reader’s take away from this article?
If you told them how they can make money online, will your article deliver?
If you want to establish your credibility in your niche, you have to write blog posts that resonate with your audience, not just a “me too” article.
People can see through marketers, and if there is one thing that they do not like, they do not like being sold something.
Whenever you write for your blog, you have to consider your audience—write to serve their needs, not yours.
You have to set yourself apart by being real.
And you can do this if you create content that you really worked hard for, no content that you just re-wrote from another else’s post.