The doctor can never say enough about blogs, but here goes. In terms of content keep it simple and conversational. Open that window to your business, your brand and yourself, play small in terms of subject matter, dive deep into an element of what you do for your customers and offer up some insight that will connect people more deeply with why they should have you and your products front of mind.

That’s the macro spiel, but in terms of the blog post itself, here is a simple breakdown of the anatomy of what each post should contain to get maximum impact, it’s the bones of your post to hang the meat of your content on – only medical terms here, no jargon.

Title – a compelling title will drag the reader in. Make sure your keyword/s are in there, and make it catchy but not so clever that the meaning is lost to the average reader. For someone who is looking to solve a problem, like what the essential anatomy of a blog post is, they will want to know what you are offering them straight up before they make that decision to choose your post to read over another distraction online.

Keywords – not just something you use for boosting your Search Engine Optimisation (SEO) keywords are unique words or phrases that help your potential buyers find you. The keyword(s) you decide to use for a post should have a direct links with the problem you can help someone solve through your blog post content. It’s best to use 1 or 2 keywords in every post and make sure that those keywords are in your title, throughout the copy of the post, and your image alt-tags. Keep the keyword use natural in the writing, but make sure you are consistent.

Links – Adding links is a great way to increase your SEO. Link your post back to previous pages or posts you may have on your site, and also to external websites, as Google loves to see the flow of traffic back and forth to and from your website. By linking with others in your industry, or in affiliated industries, or showcasing another produce or service, you are cross promoting someone else, which in the economy of the internet, usually means that they can do the same for you. When you feature someone else’s site via a link, it is also a good opportunity to reach out to them and let them know, so they can check out your website and maybe return the favour.

Images – Images work on so many levels. The most obvious one is the aesthetic appeal, images are ‘sticky’ and help your readers to connect with your brand, your message and illustrate visually what you are trying to say. Another reason to include an image in your post is from a SEO perspective. When uploading an image, you are able to give the image an ‘alt-tag.’ Google searches the internet for alt-tags when looking for images. Try and use the same keyword you are writing about in the copy of the alt-tag. This will help when someone is searching Google for images.

Call To Action – Blog posts are there to inform your customers, they are there to give life and movement to your business and let people in, but blogs are more that that. Let’s be frank – they are a subtle tool for selling what it is you do, and therefore each post should relate to your core business and purpose, and also link to the relevant part of your site where your reader is able to convert their delight at reading your blog post into an action that brings you revenue. End your post on that note and make sure you include a link.