A blog post is not literature — it is the answer to a question a client types into a search engine before calling anyone. One good answer, well titled, brings you visitors for years.
Writing it
- Title: the question your client asks, in their words. «How much does a bathroom renovation cost in Lausanne» beats «Our renovation expertise».
- Excerpt: two sentences. They are what appears in the blog list and in shares, so write them for someone who has not read the article.
- Content: use the toolbar's headings to break the text every three or four paragraphs. The image button opens your media library.
- Category and featured image, on the right. The featured image is what shows in the list — an article without one looks unfinished.
- Status: Draft while you write, Published when it is ready.
The three fields that decide whether you are found
- Slug — the address of the page. Leave it empty and it is built from the title. Once published, do not change it: the old address stops working.
- SEO title (70 characters) — what appears as the blue line in search results. Empty, the title is used.
- SEO description (160 characters) — the grey text under it. Empty, the excerpt is used. Write it as a sentence that makes someone click, not as a summary.
Each language has its own
The SEO fields are per language, like the rest. An English description served on your French page is exactly the kind of detail that costs a position.
Four articles that answer real questions beat forty that fill a schedule. Write one when a client asks you something twice.