Do’s and Don’ts for Structuring Reader-Friendly Blog Posts

Out of all the engagement tips for blog post structure I’ve seen, writing shorter paragraphs is definitely the easiest.

By keeping our paragraphs just two to three sentences long, we make it easier for readers to keep going. Shorter paragraphs are easier to read and create pauses—readers don’t feel overwhelmed.

Besides, who wants to read a wall of text anymore?

Confession: even though I’m a Millennial who grew up reading newspapers and books, any wall of text from any media makes me lose interest and overlook.

If you’re looking for an example of how to shorten your paragraphs, you’re reading it now.

There are different ways to structure a blog post, and some types, like recipes, reviews, or movie posts, need specific data formats or schemas to perform better in search engines.

For regular articles, a blog post split into sections with clear headings is usually enough. The headings should summarize the sections, making it easier to skim.

Headings can be questions or short phrases, but the key is to make them specific and focused on a single subtopic. The headings should give readers a quick overview of the section below them.

Tip: using action-oriented or intriguing headings can capture the reader’s attention and encourage them to keep reading.

Of course, consistency is important—if your headings start with a verb, keep that style throughout the post.

The headings in this blog post are a perfect example of how to put these principles into practice.

The way I’ve written the headings for this post isn’t the only way to do it. You can write them however you want, but there are some mistakes to avoid.

First mistake to avoid: don’t over-optimize your headings for SEO (search engine optimization). Keep in mind, machines aren’t the ones reading.

For example, the heading “3-Day Itinerary for X” is much better than the SEO-optimized one, “Things to Do in 3 Days in X Itinerary.”

The first heading works because it’s clear that it’s an itinerary.

The second heading, while it includes multiple keywords like “Things to Do” and “3 Days,” may help with SEO, but it’s less effective because it sounds cluttered and doesn’t directly convey that it’s an itinerary. It mixes two ideas—an itinerary and a list—making it confusing for readers.

In fact, search engine algorithms might see it as trying to game the system and could end up penalizing your blog for it.

In some cases, though, descriptive headings aren’t really necessary.

For example, in blog posts that tell a story or in essays. Headings for this kind of content can be more contextual or designed to spark curiosity and encourage readers to keep going.

In WordPress, bloggers use different headings to organize their posts, from H1 (the most important) to H6 (the least important). H1 is usually used for the blog post title.

No matter what platform you’re using, though, it’s important to keep your blog post structure simple. This means using only H1, H2, and H3.

The main topic is H1, subtopics are H2, and details like examples, lists, and supporting points are H3.

If you need to provide more detail, use bulleted or numbered lists under H3 because they’re easier to follow. I’d recommend avoiding H4 to H6 unless absolutely necessary, since they can disrupt the flow of discussion in your post.

For example, going from an H2 heading to an H6 could confuse the reader, as there’s a big gap between the main topic and a very detailed example with little connection between them.

When it comes to the flow of a discussion, it’s important to keep it in mind while writing a blog post. Each section should connect to the next, so readers can follow along easily and everything makes sense.

Let this post be an example of how I’ve kept the flow of the discussion. Did you notice how I smoothly brought up the importance of flow while talking about the headings?

The thing is, a blog post without a clear flow is super disengaging and can even confuse readers. Personally, I can’t stand posts like that.

When I come across unrelated sections, I often find myself thinking, “Wait, what just happened?” “Did I skip a paragraph?” “Did I accidentally scroll too far?”

It makes for a really frustrating reading experience.

I just want to share…

I once read a blog post about a trip to Lucerne, Switzerland. When I got to the “things to do” section, the writer suddenly started promoting the hotel she stayed at, even listing “eating on the hotel balcony” as one of the best things to do in town.

It totally threw me off because I thought I was reading about attractions—then suddenly, there’s a hotel? Hotels aren’t tourist attractions!

In my opinion, the hotel promotion would’ve been better placed at the end of the “things to do” section for a smoother reading experience.

Another element that negatively affects the reading experience is the insertion of unrelated images, widgets, and links between paragraphs. These distractions not only confuse readers but, in my opinion, can also harm the brand’s reputation.

Anything unrelated to the main purpose of the blog post can be seen as ads, time-wasters, distractions, noise, or even spam — and no reader wants to encounter that.

I suggest avoiding these unrelated insertions.

Honestly, I’m guilty of this on my old blogs.

When I first started blogging, a random “blogging guru” told me that adding images and widgets between paragraphs could boost my income. Being new to it all, I believed him and thought it would make me more money.

Unfortunately, he didn’t mention the downsides, which I think contributed to my blogs getting hit by a couple of Google updates.

If it makes sense, add a “Final Thoughts” or “Summary” section at the end of your blog post.

This part helps readers better understand the story or topic you discussed. Sometimes, readers might think, “So what?” and the closing section helps clear that up.

This last section of the blog post is also a great chance to leave a lasting impact on the reader, like a big idea that ties together all the stories and facts you’ve shared.

If you have a related service or product, this big idea can be the reason readers decide to buy or take action. So yeah, don’t forget to include a CTA there!