Blog like Moz.com does: The 5 Best Features of a Blog Post [Infographic]

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Why did you click on that link in Google?

To get an answer on the best features of a blog post? My pretty face? The sexy URL? The bait and switch title tactics? The to-die-for featured image? No! NO! Shocking!!

Something caught your attention. What was it?

Well, I posit it was either the title or the meta description.

Was it just enough curiosity, just enticement enough, just begging enough of a question – enough for you to click through?

Blogging and Article Writing Serves Multiple Masters

Master #1 is to help your readers – people and potential customers answer the questions they have before they buy from you. The direct result is shortening the sales cycle.
Master #2 is your boss – be that you, your CMO, your CEO or your sales manager. As each article is another open door for people to find and access your website.
Master #3 articles are owned media…you get to control the narrative, and the messages being said in the market.

Also, article writing humanizes the business, puts a “face” and gives a personality.

Blogging when done correctly will generate business leads, and helps with SEO, blogging is a competitive advantage.

The top 5 Traits and Features of a Blog Post

โ€œ..a modern blog is the best damn marketing tool by an order of magnitude I’ve ever had… and it’s free.”  Tom Peters on Blogging…

Don’t worry, I am Urban Renstrรถm, there is always science and research involved in everything I say, teach, and demonstrate.

โ€œBlogging is (still) one of the most powerful Marketing tools. Ever. Period. Hard stop.โ€ Mitch Joel

The attributes of a modern blog post are endless. It is clear sky & blue ocean stuff! Yet, some attributes are classics. Can you name the top 5 attributes?

But, the best attributes of a blog depend upon the purpose of the article. Right?

The purposes and “end results” of “how-to____”, “what is___”, “X versus Y”, “list post”, and “why__” posts are different.

The fundamental reason to write blog posts is to answer the questions people are asking.

Here are the basic features of a blog posts.

  • 1) The Blog Post Headline – the purpose of a headline is to quickly capture the attention of a reader. David Ogilvy said “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.โ€ You and I must spend more time writing attention-grabbing headlines.
  • 2) Keywords – Google wants us to answer the questions people are asking. And will reward website which satisfies search intent. This is part of their August ’22 Helpful Content algorithm update. Search intent implies your blog posts are about what people are searching for.
  • 3) Introduction – the intro is the advert to the article. You will do worse than follow newspapers – in the introduction, they describe the who, what, where, when and how of the article. No harm in using the open question trick.
  • 4) Meta description – see the below image. The meta description consists of 160 characters. The meta description is visible in the SERP under the Title. In WordPress, you have complete control of what gets displayed. The limit is 160 characters, which is about 30 or 31 words.
  • 5) CTA– The blog post call to action is that action you want the reader to take next. All is well and fine answering people’s questions, But, you want sales. What is the golden path you will lead your reader along? Not meaning any shady bait and switch, quick sale, BS. People have problems they want to be solved. What is the best course of action for people to take? Read more articles? Buy a $10k coaching package? Hit the back button? You decide but decide and direct people to the next logical step in the sales process.
Meta Description is 4th in the features of a blog post
Meta Description in the SERP

Honourable Mention Features of a Blog Post

  1. What are the Related Posts?
  2. Opening paragraph
  3. Published Date
  4. The Author
  5. Images/graphs/picture
  6. Featured Image
  7. Subheads
  8. Use short paragraphs
Attributes of a Modern Blog A blueprint for the perfect blog post
A Blueprint for the Perfect Blog Post

Infographic courtesy of B2C community

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