How Your Blog Should Be Styled and Edited:

Following guidelines on styling and editing a blog will bring consistency and quality which is especially important if multiple bloggers use one site. This guide will give you tips on how this is achieved.

At the bottom of the page I have included an annotated blog which highlights some of the top tips and tricks which you should be following when styling and editing your blogs.

Long-Tail Keywords

Keywords are search queries that users type into search engines and act as ‘doorways’ into your website. One of the reasons content creation is trending is because the more content (and therefore keywords) you have, the more doorways into your website and therefore potential traffic. The amount of traffic keywords produce depends on the competition for the keyword and the number of people using that search query.

Here is a useful table that should guide the distribution of the keywords on your website:

Keyword Distribution

Source SEO Book – A really good E-book here on SEO and keywords.

Neil Patel shows that long-tail keywords are important as they have less competition and are used to target people at the converting stage of the funnel. E.g. ‘digital marketing tools for small businesses’ is very specific and therefore people searching this are actively seeking to purchase or convert.

Keyword Conversions

Source Neil Patel


How Your Blog Should be Styled

When creating content your organisation should also follow a style guide. This will make sure you are consistent in your brand’s tone and personality.

Track Digital Marketing Style Guide Example

How Your Blog Should be Edited

Copywriting guides should be used to ensure your writing style is accessible and appropriate for my target personas. Again this can be used to create consistency when your business releases content.

  1. Did you use plain English?
  2. Did you write for your target audience
  3. Are your ideas presented in a logical order?
  4. Did you provide context?
  5. Are you using a content type your audience wants?
  6. Did you provide practical examples where needed?
  7. Did you use different representations or examples to clarify meaning?
  8. Is the reading level appropriate for your target audience?

Source Kiss Metrics

Headlines and Content Organisation


According to Kissmetrics 80% of people will read a headline, but only 20% will continue to read the article. Therefore, headlines must entice people to read further. Headlines should use numbers, especially odd numbers, to attract attention, e.g. 11 Best Free Digital Tools. They should also include calls to actions and promises: What is Digital Marketing and How it Benefits Small Businesses’.


The way you organise content can also help to attract your audience, make your content easier to follow, and direct people to the information they need.

Neil Patel Suggests:

  • Use subheadings to throw light on your topic
  • Use bullet points to explain benefits or points worth noting
  • Use plenty of charts, images, screenshots from industry experts, where appropriate
  • Bold keywords a few times
  • Ask your readers; questions to invite participation
  • Start with an introduction and end with a short conclusion (Like an essay)

Quick Tip: Which Font Should I Use on My Website?

Research shows Verdana is a font that works well on-screen and is easier to read for people with dyslexia.

Following these tips, and creating your own guidelines personalised to your organisation can seriously improve the customer experience of your visitors. If you haven’t already I would start by making a customer persona so you can target your content to the right people.

Example Blog:

Blog editing and styling

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