It’s not just the text you see.

Copywriting is one component and arguably the most important. However, there are other crucial things that the person who publishes your blog should be doing behind the scenes.

Using Headers

Your blog post needs to be divided into logical sections which have their own sub-titles known as headers in web-speak. HTML headers (H1 – H6) help search engines properly understand your post’s layout. The H1 tag for instance is typically used for your page’s title. After that, your content is sub-divided by the other HTML headers. So, your blog poster is adding these headers in strategic places within your post.


Did you know that your blogger is also likely adding attributes to make your blog easier to read while playing nicely with screen readers and search engines? For example, they are adding things like title attributes to links and alt attributes to images. These are things that also help achieve your search engine optimization goals.

Breaking Up Content

Good bloggers know how to break up content so that it’s easier to read online.

Rules for writing are different for the screen. A two to three sentence paragraph for example is going to look better on a screen than four to five sentences.

Bulleted lists, numbered lists and blockquotes will make the reading experience easier for your readers who are more used to skimming content quickly while online.


Then, there’s replacing words and phrases with specific keywords which form part of the SEO (search engine optimization) process. There are specific guidelines and best practices that go into this thought process to make sure that your blog post looks appealing for both your readers and search engines. Using the right keywords helps to make your post easier to find.

Call To Action

A blog post will likely end with a call-to-action request, link or button. Your readers should find an easy path to the next step in engaging with you.


A feature image will help your blog post stand out. Consideration will go into its aspect ratio and the text that might be added to the image. Making sure the image is copyright free, complements the site’s branding and tone will also weigh into its selection. Working with images takes some time. Just getting the color down can take effort.

Tone & Logic

Then, there’s making sure that a post conveys the right tone—one that compliments your brand. Also checking that it makes sense is just good common sense. Sometimes in the writing process, the logic breaks down and additional words or explanations are needed. I’ve actually seen some blogs contradict themselves within the same paragraph. So yeah, this also takes time.

Spell check and Grammar

Let’s not forget these two items. Often typos or incorrectly used grammar creep into a post, even when it’s supposedly ready for publishing. So there’s some behind the scenes review time going on.

These are some of the things that happen behind the scenes to get your blog posted. Even after much review and editing, some of these items can still be missed. Fixing needed changes is part of what contributes to your blog’s success.

Again, it all takes time.

Blogging is more than just writing. It’s not just typing words on a screen.

Say if your business needs some help in this area.

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