How to format a blog post in InBlog for SEO Success

Ever wondered why some blog posts just click with readers while others feel like a chore to get through? The difference often lies in something simple but powerful: formatting.

You could have the best insights in your niche, but if your formatting is a mess, people will click away before they even get to the good part.

When done right, formatting isn’t just about looks, it’s a way to guide your readers, hold their attention, and help them want to keep reading. Think of it as the secret ingredient behind every great blog.

So, how do you make sure your blog is easy to read and actually keeps people scrolling?

Here’s a breakdown of what works and why.

1. Start with a clean blog layout

Your blog's layout sets the first impression, think of it as the packaging of a product. Before readers engage with your content, they judge how it looks. A cluttered, confusing design can drive people away before they’ve read a single word.

Single vs two-column layout: Which should you choose?

Simplicity wins.
A single-column layout prioritizes readability, especially on mobile devices. It keeps the reader focused on your content without unnecessary distractions.

However, if you have important elements like an email sign-up form, related posts, or navigation aids, a two-column layout can work well as long as the sidebar remains clean and unobtrusive.

Always test your layout on both desktop and mobile to ensure a seamless experience across devices.

With InBlog, you don’t need to worry, it’s fully mobile-optimized from the start, ensuring your blog looks great and works smoothly on all devices.

2. Think about what the reader wants

Before you hit publish, pause and ask yourself: Why would someone click on this post?
What problem are they trying to solve, or what are they hoping to learn? Your formatting, structure, and extras should all reflect that intention.

Provide real value

Don’t just inform, equip. Offering useful extras like templates, checklists, calculators, or visual aids can dramatically increase the value of your content. These tools not only help your readers take action, but they also make your blog more memorable.

Know when to keep it short

Not every topic needs a deep dive. If you can deliver meaningful insight in 500 words, go for it.
Some ideas benefit from long-form treatment but others don’t need 2,000+ words to make an impact.

Say what needs to be said, no more, no less. Clarity beats length every time.

3. Use a catchy title

Your title is one of your blog post’s first impression and we all know how important that is. It’s the very first thing your readers see, whether on social media, search engines, or in their inbox. A strong title grabs attention instantly and clearly tells people what they’ll get by clicking.

Think of it like a headline in a newspaper or a YouTube video title: it should be clear, interesting, and maybe even a little unique to stand out in a sea of content.

Tips for a great title:

• Be clear: Don’t be vague or mysterious. Let readers know exactly what your post is about.

• Be specific: Adding numbers or steps works well, people love actionable, easy-to-follow content.

• Use keywords: Including relevant search terms helps your post get found on Google and other search engines.

• Add a hook: Whether it’s a question, a benefit, or a surprising promise, make readers want to learn more.

Examples:

• How to write a blog: A complete guide for beginners

• 10 steps to writing a blog people actually want to read

• The secret to blogging success: What no one tells you

4. Structure and write your content effectively

Good content isn’t just about words. It’s also about organizing it in an intelligent way.

Why structure is crucial?

Imagine opening a blog post and being hit with a wall of text, no paragraphs, no headings, no clear sections. Not very engaging, right?

A good structure is like a roadmap for your reader. It helps them follow your reasoning with ease. Start with a clear introduction, follow up with a well-organized body, and end with a strong conclusion.

A simple, but effective principle:
“Tell them what you’re going to say, say it, then remind them what you said.”
This classic speech-writing advice works perfectly for blog posts too.

Structure is also SEO

Google reads your article like an outline. If your content is “flat” (no H2s, no sections), it’s not only harder to read for your audience but also more difficult for search engines to crawl.

That’s why using proper headings (H1, H2, H3…) is essential for SEO.

Google crawls your content to understand its structure : learn more about crawling in SEO.

Think of your article like a book:

• H1 is the book title

• H2 are the chapters

• H3 are the subtopics within each chapter

If you’re using an editor like Inblog, adding H1, H2, or H3 headings is super simple.

Just type / and the formatting options appear :

• /H1 → Main title

• /H2 → Section heading

• /image → Add an image

• /link → Create an internal link (great for SEO!)

5. Adjust line height for better readability

Line height, the vertical space between lines of text, is a subtle but powerful detail that greatly impacts how comfortable your content is to read. Even small adjustments here can make a huge difference in your blog’s overall feel.

Recommended line height settings:

• For regular body text: aim for a line height that provides enough breathing room between lines, making paragraphs easy to scan without feeling either cramped or too spaced out.

• For headers and titles: use a tighter line height to keep headings compact and visually striking.

Why does it matter?
If the lines are too close together, your text will feel cramped and overwhelming, like a crowded page. If they’re spaced too far apart, your content can look disconnected and difficult to follow, breaking the reader’s flow.

Finding that “sweet spot” creates a balanced, inviting reading experience.

6. Make it easy to scan

Most people don’t read blog posts word-for-word. They skim. And that’s okay!

The goal is to make skimming useful, not lazy.

Highlight key points

Use bold to spotlight main ideas, italics for emphasis or foreign words, and quotes to pull attention to interesting insights.

Lists are your best friend

Lists help your reader process info quickly. You’ve got two options:

• Bullet points for unordered ideas.

• Numbered lists when sequence matters.

Why it works:

• It catches the eye: Bolding draws attention to what matters most.

• It guides the reader: People skimming through your post can still grasp the key points.

• It breaks visual monotony: Adding variation to your text layout keeps it engaging.

7. Add block quotes for emphasis or expert input

Block quotes aren’t just decorative, they’re strategic. Whether you’re highlighting an expert opinion, a compelling statistic, or a powerful takeaway, using a block quote format draws the eye and adds visual variety.

Why use them?

• To give weight to an idea: A block quote isolates the statement, making it feel more important.

• To break up dense sections: Visually, quotes add breathing room and rhythm to your content.

• To showcase authority: Quoting trusted experts builds credibility and reinforces your message.

How to use them well:

• Choose quotes that truly add value, don’t just fill space.

• Use them sparingly: too many, and they lose their impact.

• Attribute clearly, mention the source or context when possible.

A great way to make your content more trustworthy is by quoting trustworthy experts.

With InBlog, it’s effortless.
Just select your sentence and /quote → Add a quote.

The style is applied instantly, clean, responsive, and optimized for readability across all devices.

8. Use media with purpose

Words are powerful but sometimes, an image, GIF, or video explains something way better.

Visuals to the rescue

Let’s say you’re walking readers through how to use a new app feature. Instead of just describing it, a GIF showing the process can instantly make it click.

Ask yourself:

• Does this image clarify something?

• Does it help readers understand faster?

If not, skip it. Good visuals should serve a purpose, not just fill space.

Add videos or podcasts

Maybe you’ve got a great video tutorial or podcast episode on the topic. Embed it right into your post! It gives your audience more ways to engage without leaving your page.

Example :

You just have to put the URL of the video and the video appears.

9. Use a friendly, natural tone

Writing your blog is like having a conversation with a friend with respect. A friendly tone makes your content approachable and enjoyable, while still keeping it professional and polite.

See, just like I’m doing here with you, I’m talking simply, like chatting with a friend. That’s exactly the kind of tone you want in your blog: natural, warm, but still polite. You don’t need to be too formal or stiff because people connect with authenticity.

Why it matters:

• Builds trust: People connect more easily with writers who sound genuine and relatable.

• Keeps readers engaged: A conversational style is easier to read than stiff, robotic language.

• Encourages interaction: When you sound warm and open, readers feel more comfortable commenting or sharing.

How to achieve it:

• Write like you speak, but avoid slang or overly casual words.

• Use contractions (“you’re” instead of “you are”) to keep the flow natural.

• Address the reader directly using “you” and “we” to create a sense of connection.

• Keep sentences clear and straightforward, no jargon or complicated phrasing.

10. Link internally and externally for a richer reading experience

Links are a powerful tool in your blog posts, not just for SEO, but to keep readers engaged and deepen their understanding.

Internal links

Link to other relevant articles or resources on your own site. This helps readers discover more of your content and improves how easily they can navigate your blog.

For example, if you mention “blog formatting tips,” link to a post where you dive deeper into that topic.

Check out our article on how many internal links per page are best for SEO.

External links

Adding at least one link to a reputable external source can boost your credibility and back up your claims. When doing this, keep in mind:

• Use dofollow links sparingly, and only for trustworthy, authoritative sources.

• Set links to open in a new tab, this way, readers stay on your blog even after clicking away.

Well-placed links create a smoother, richer experience for your readers while helping your blog’s SEO and authority grow.

With InBlog, adding links is straightforward.
Just highlight your text, click the link icon, paste your URL, and that’s it ! No technical hassle, just better content.

11. Add strong calls to action (CTAs)

Your content shouldn’t be a dead end. Once someone finishes reading, what do you want them to do next? Whether it’s signing up for your newsletter, downloading a resource, sharing your post, or leaving a comment, a clear call to action helps guide that next step.

What makes a good CTA?

Your CTAs should be:

• On-brand: The tone, color, and style should match your overall blog design.

• Strategically placed: Use locations that get attention without interrupting the reading flow, like at the end of a post, in a sticky sidebar, or inside content when it’s contextually relevant.

• Clear and actionable: Use direct language like “Download the free guide,” “Subscribe to get updates,” or “Leave your thoughts below.”

“A call to action (CTA) is more than a website button, it’s your direct line to encouraging users to act.”
— Neil Patel, Digital Marketing Expert

With InBlog, it’s even simpler, just click “+ Add CTA button” in the editor. No code, no design headaches. Your call to action fits perfectly into your post with a single click.

Use content marketing analytics tools to track performance.

12. Optimize your URL slug for SEO and readability

In blogging, even small details like your URL slug can have a big impact. A URL slug is the part of the link that comes after the last slash. For example:
https://inblog.com/seo-strategies → here, "seo-strategies" is the slug.

Think of it like a quick summary of your page. It should be short, clear, and keyword-rich so both search engines and readers instantly get what the page is about.

Why it matters:

• Search engines love clarity : A good slug helps Google understand your page.

• It builds trust : Slugs that look human and meaningful make your content feel more legit.

“URLs with words that are relevant to your site’s content and structure are friendlier for visitors navigating your site.”
— Google Search Central

Best practices for SEO-friendly slugs:

• Keep it short and simple : Around 3–5 words is a great target.

• Include your main keyword : It helps with both SEO and user clarity.

• Use hyphens to separate words : Like this —> seo-tips, not seo_tips.

• Lowercase only : Avoid capital letters to prevent duplicate URL issues.

• Avoid special characters and numbers : Stick to clean, readable text.

• Don’t include dates : Keep your slugs timeless so your content stays evergreen.

•  Skip filler words : Words like "the", "of", or "a" just make it longer.

Good example:
inblog.com/write-better-blogs
Bad example:
inblog.com/how-to-write-the-best-blogs-ever-in-2025

When writing a post on InBlog, you can just click “Generate SEO-Friendly URL” and it will create a clean, optimized slug for you automatically.

So instead of stressing about technical details, just focus on writing.
Your slug? Already SEO-ready.

Also, avoid frequent URL changes as they can negatively impact SEO.

13. Optimize your meta description

A meta description is the short text that appears under your title in Google results. It doesn’t directly affect ranking but it heavily impacts click-through rate (CTR).

Why it matters

• Grabs attention in search results

• Encourages clicks with a clear value proposition

• Helps searchers know what they’ll find on your page

“Write compelling meta descriptions that match the content and spark interest.”
— Google Search Central

Best practices

• Keep it between 120–160 characters

• Include your main keyword

• Avoid duplicate meta descriptions across pages

• Reflect what users will actually find on the page

Bad: "This is a blog post about SEO stuff."
Good: "Learn 10 easy SEO tips to boost your traffic and rank higher on Google even if you’re a beginner."

Examples of good meta description :

This is a good meta description for several reasons:

1. Concise & informative : It clearly conveys what Duolingo offers (a free app for learning languages) in just a few lines.

2. Engaging & inclusive : The phrase "everyone can Duolingo" makes it feel accessible to all users.

3. Clear call to action : It encourages users to use the app "with our free mobile app or web and a few minutes a day."

4. SEO optimization : It includes relevant keywords like "learn 30+ languages," "bite-size lessons," and "based on science," which can help improve search rankings.

5. Trust & credibility : The mention of lessons being "based on science" adds legitimacy and appeal to potential learners.

14. Break the rules (sometimes)

There’s no one-size-fits-all formula when it comes to formatting. While guidelines and best practices exist for a reason, creativity often begins where the rules end.

Want to center a block of text to make it stand out? Do it.
Thinking about adding an emoji to a subheading to give it personality? Why not.
Want to start your post with a bold quote or a short one-liner? Try it.

The most effective content formats today whether it’s skimmable bullet lists, sticky CTAs, or visual summaries, all started as someone’s experiment.

If it helps your reader engage, understand, or take action more easily, it’s worth trying.

Formatting = making the best parts of your content the most visible.
If you can make your post’s value obvious at a glance, you’re doing it right.

“Learn the rules like a pro, so you can break them like an artist.”
— Pablo Picasso

Conclusion : Good content deserves great presentation

No matter how valuable your message is, it won’t reach its full potential if it’s buried in poor formatting.

Structuring your blog with intention, clear layout, readable text, compelling visuals, and thoughtful flow is what transforms casual clicks into real engagement.

Formatting isn’t just decoration, it’s how you guide the reader, highlight what matters, and turn attention into action.

So next time you write, don’t just focus on what you say, think about how it looks, feels, and flows. Because when form and function work together, your blog doesn't just get read, it gets remembered.

Want to boost your blog even further? Start with our blog post SEO checklist !