by Kern Campbell

This is a writer’s guide that will introduce you to the general writing concepts that will maximize the content you create for the site.

We follow a very specific writing process designed to answer the reader’s questions. Our primary competition is made up of user forums. This gives us a strategic advantage within the search engines and it makes our site very user-friendly for visitors.

Informational Articles (Most Common) | Product Review Articles (less Common)


There are 3 types of articles that we write:

  • Response Post – Target 1500 words
  • Staple Post – Target 2500 words
  • Pillar Post – Target 3500 words

Most of the posts we produce will be response posts where we respond to frequently asked questions.

Here is the proper format of a post:


TITLE H1 – Are Jeep Wranglers Expensive To Maintain?

LEAD IN – briefly intro what the article is about and how you did research to help answer their questions. Hint: You don’t have to be “the expert”, just be human and normal. Here’s one of my go-to lines…

When I got my first Jeep, I had no clue whether Jeep Wranglers would be expensive to maintain. As a result, I did a bunch of research and this article goes through everything I learned.

QUICK ANSWER [THE MOST IMPORTANT PART TO GET RIGHT!!!] This is critical, and designed to help win the Google Snippet automatically making our content #1 in the list of content. Answer the main question (title) as directly as you can using 300 characters or less!

This quick answer section feels completely WRONG with how we were taught to write, but please just trust me on this one. Here is how it should look on almost every post:

ANSWER SECTION <H2> Are Jeep Wranglers Expensive To Maintain?

Yes, Jeep Wranglers are expensive to maintain because owners often drive them in extreme offroad conditions. If you do not use your Jeep offroad, the cost to maintain your Jeep Wrangler is no more expensive than any other vehicle.

Bold the answer sentence.

The rest of the article will focus on providing greater detail about this primary topic. The answer section is for those who want a quick answer, the rest of the article is for those who really want to fully understand the topic.

READ ON – “that’s not all you need to know about the cost to maintain a Jeep. You also need to know about…

SUBHEADINGS H2 – Answer related questions to the main questions. A few examples are how much does it cost to ______, what are the most common_____ associated with the topic, how often does __________ happen, and you can use google to find related questions to the main question as stated in the title.

CLOSING THOUGHTS H2 – This is where I summarize the findings of the article and try to weave in other blog topics from the website to keep them on the site. We generate revenue through ads so the more pages they visit they better our site will do.

(When Needed) RELATED QUESTIONS: – IF you are having a hard time getting the article to the desired length, adding a few 200-300 word related questions. Use the QUICK ANSWER format, but do not restate the question or bold the answer. Simply state the question in bold and in regular font answer in 200-300 words.

Adding References and Links:

It is important to create 2 to 3 internal links to content/topics already on our site. Be sure to use keywords related to the article’s topic as the link to the other pages.

Articles should also have at least 1 external links to other sites that are related to the post topic you are writing about. However, the actual links SHOULD NOT use keywords from the article because it will draw Google’s attention away from the article you are writing.

How To Format A Post In Word or Google Doc

Here Is A Blog Post Walk-thru of a well-formatted Article

Here are a few examples for inspiration: