The anatomy of a perfect blog post

Before we do, an important message:

A perfect blog post is optimized as much for humans as it is for machines. You need to make it engaging, thought-provoking, and thorough. It needs to solve the person’s problem and sustain their interest throughout the process as time on site and “terminated user’s search” are strong SEO signals.

#1. SEO metadata

No, this is not for SEO ranking. It’s to improve clickthrough rates when your post shows up on Google. Treat it like ad copy—it must be compelling.

Title : Craft a compelling title with your target keywords. Though not a direct ranking factor, it's bolded in search results and should include a CTA.

Description : Treat it like ad copy, hook their interest so they click.

URL : Ensure it matches your target keywords. Avoid duplicate page structures and refrain from including years in URLs.

For example, if you’re targeting “blog post checklist” do “/blog-post-checklist”

Resources to help:

Above the Fold Playbook (teaches header + subheader writing)

10 Ways to Hook People

All our copywriting tactics

#2. Schema markup

schema types

#3. Original images

Every image should have a descriptive Alt attribute for SEO visibility and accessibility. Don’t just lazily say “image of UI.” Describe the key elements as if someone can’t see them.

Break up or replace large amounts of text with visuals.

Stock photos, no thank you.

#4. Content length:

Competition : If competitors are at 1,000 words, make a more thorough article that’s 1,500+ words.

Query specificity : A shorter article is probably sufficient if the keyword is super specific. If it’s broad, like “brand marketing,” then a very broad and thorough article is likely required.

Don’t just add random nonsense like AI blog post writers seem to do. Instead, add contextually relevant sections and examples to round it out.

#5. Table of contents with anchor links:

For longer articles (1,000+ words), add a table of contents to make it easy to jump to what they care about.

Use anchor links throughout the content for easy navigation. Google indexes these, enhancing user experience (UX) and providing valuable data.

#6. Heading structure:

Use only one H1—the article's title, ideally with the target keyword.

Add supporting text under each heading to add context.

Use H2s, H3s, and H4s appropriately.

Make headings compelling. You have to keep them interested.

#7. Internal links:

Internal links are extremely important. Many SEO experts say they’re more important than backlinks.

Ensure every page has internal links leading to and from it. This aids in crawl efficiency and contextual relevance.

If you have a long article targeting a high-level keyword (), each section in that article could link to another dedicated blog article (ex: top brand marketing examples, what is brand marketing ).

Aim for posts to have 7+ internal links by cross-linking related articles.

#8. HTML elements:

Use lists, tables, and accordions to capture featured snippets. This makes the post more legible and delightful for readers, increasing their time on site and the chance they terminate their search with your post (and maybe subscribe).

#9. YouTube embed:

Shopify grew its YouTube

#10. Clear, compelling CTA

Add clear CTAs throughout the article to turn readers into leads. This can lead to better interaction metrics and conversions.

Add contextually relevant lead magnets (email courses/PDFs) to each article.

Add popup modals that trigger based on time on the page (a few minutes) or scroll depth (>50%).

To practice what we preach, here’s a helpful visual to go with it (click for higher-res)

Use this checklist when creating blog posts and it’ll resonate with readers and search engines alike.

Thanks to our friends at Contact Studios for help with this one.

If it’s helpful, we collaborated with them to create 4 free blog post templates. They’ve used them to generate millions in organic traffic in the past 8 months.

Zero pressure, of course. You can easily write articles without them, but they’re a nice starting point.

The Growth Newsletter #178