What Every Blog Post Should Include Before You Hit Publish

By Stefanie M. Marrone on June 30, 2026

By the time you’ve finished writing an article, you’re probably ready to hit publish and move on to the next thing. I get it. Writing a good article takes time.

Before you publish it, though, spend a few extra minutes reviewing everything that surrounds the article itself. This is the point where I slow down and look beyond the writing. I focus on the elements that help readers navigate the article, strengthen its visibility in Google and AI-powered search tools and connect it to the rest of my website.

Many of the things that influence how well an article performs aren’t part of the body copy at all. They’re the details that make your content easier to find, easier to understand and easier for readers to continue exploring. Internal links, external resources, optimized images, descriptive headings, FAQs, author bios, resource sections and metadata all work together to create a better experience for your audience while helping search engines and AI-powered search tools better understand your content.

None of these elements takes very long to add, but together they can make a meaningful difference in how your article performs. I recommend following the same publishing process every time you write an article. Once you’ve done it a few times, it becomes second nature, and you’ll know that every article includes the pieces that help readers find it, understand it and get the most value from it.

Here’s the publishing checklist I recommend reviewing before every article goes live.

Review Your Headline One More Time

Before you publish your article, go back and read the headline one more time. Your headline is often the first thing people see, whether they find your article through Google, an AI-powered search tool, LinkedIn, your newsletter or another website. In many cases, it’s the deciding factor in whether someone clicks through to read the rest of the article.

Ask yourself whether your headline clearly communicates what readers will learn. Someone should be able to read the title and immediately understand the topic of the article. If they have to guess what it’s about, consider making it more specific.

This is also a good opportunity to think about the language your audience actually uses. Your headline doesn’t need to include every keyword you’re targeting, but it should naturally reflect the words and phrases people are likely to search for. Clear, descriptive headlines almost always perform better than titles that are overly clever or vague.

You may even find that the best headline isn’t the one you wrote before you started the article. As your ideas develop, it’s common for the focus of the article to evolve as well. Before publishing, make sure your headline accurately reflects the finished piece.

Before You Publish Your Article, Ask Yourself:

Does the headline clearly explain what the article is about?
Would someone understand the topic without reading the article?
Does it include the primary topic or keyword naturally?
Is it specific enough to stand out in search results?
Does it accurately reflect what readers will learn?
Would I click on this if I saw it in Google, LinkedIn or an AI search result?
Does it encourage curiosity without overpromising?

A strong headline sets expectations, attracts the right audience and helps search engines and AI-powered search tools understand what your article is about before anyone reads the first paragraph.

PS – Don’t be afraid to rewrite your headline after you’ve finished the article. In fact, I often find that the best headline comes after the writing is complete because you have a much clearer understanding of what the article actually covers.

Add Internal Links to Related Articles

Every new article you publish should strengthen the rest of your website. Before you click publish, look for opportunities to connect your new article to other relevant content you’ve already written. If you’ve covered a related topic in the past, include a link where it adds value and provides additional context. Then, take a few minutes to review older articles and add links back to your new one where they make sense.

Internal links do much more than help readers navigate your website. They encourage people to spend more time exploring your content, introduce them to related topics and make it easier for someone to continue learning without having to search for additional information on their own.

They also help search engines and AI-powered search tools better understand the relationship between your articles. As your library of content grows, these connections reinforce the topics you write about most often and make it easier for search engines to recognize the depth of your expertise.

Rather than thinking of each article as a standalone resource, think about how it fits into the larger collection of content you’re building. Every new article should create opportunities to connect readers with other helpful resources on your website.

Best Practices for Internal Linking

When reviewing your article before publishing, ask yourself:

Have I linked to other relevant articles on my website?
Do those links help readers better understand the topic?
Are there older articles that should link back to this new one?
Am I linking to cornerstone or pillar content whenever it’s relevant?
Have I used descriptive link text instead of phrases like “click here” or “read more”?
Are all of my internal links working correctly?

A thoughtful internal linking strategy benefits everyone. Readers discover more of your content, search engines gain a better understanding of your website and every new article strengthens the value of the content you’ve already published

Make it a habit to revisit older articles every time you publish something new. If your new article expands on a topic you’ve covered before, update those older posts with links to the new content. This keeps your website current, strengthens the connections between related topics and helps readers discover your newest resources no matter where they enter your site.

Include External Sources When Appropriate

One of the easiest ways to strengthen your content is to support your recommendations with credible external sources whenever they’re appropriate. If you’re referencing statistics, research studies, surveys, industry reports or other data, always link to the original source whenever possible. Not only does this allow readers to verify the information for themselves, but it also demonstrates that your recommendations are based on reliable information rather than assumptions or opinions.

External sources also provide valuable context. Search engines and AI-powered search tools are increasingly looking for signals that content is accurate, well-supported and trustworthy. Referring readers to respected organizations, government agencies, universities, industry associations and original research can help reinforce the credibility of your article while giving readers additional resources to explore.

Your own experience should remain at the center of the article. Use external sources to reinforce your recommendations, provide additional context and point readers toward trusted information if they’d like to explore the topic further.

Consider Linking To:

Original research reports and surveys.
Government websites and regulatory agencies.
Industry associations and professional organizations.
Academic studies and university research.
Original news sources rather than articles summarizing someone else’s reporting.
Software documentation and official help centers.
Company websites when discussing a specific product, service or feature.
White papers, benchmark reports and market research.
Books or publications that provide additional background.

Don’t Be Afraid to Link to Other Websites

Think about the questions someone might still have after reading your article. If there’s a trusted resource that answers one of those questions or provides helpful background information, include it. External resources work best when they complement your article rather than distract from it. They should help readers better understand the topic, verify important information or explore related subjects if they want to learn more.

Best Practices for External Links

Before publishing your article, review your external links and ask yourself:

Am I linking to the original source whenever possible?
Are the statistics and research current?
Are the websites reputable and trustworthy?
Do these links genuinely help my readers?
Have I avoided linking to low-quality or outdated sources?
Do all of the links work correctly?

Like every other part of your article, external links should be intentional. A handful of high-quality, relevant sources will almost always provide more value than dozens of unnecessary links. The goal is to give readers additional context, reinforce the credibility of your content and make your article as useful as possible.

AI search tools are increasingly following the connections between authoritative sources. When your content references reputable organizations and original research where appropriate, it helps place your article within a broader network of trusted information. While external links alone won’t improve your visibility, they can strengthen the overall quality and credibility of your content, which is exactly what both readers and AI-powered search tools are looking for.

Review Every Image

Images deserve the same level of attention as the written content. Every image on your website should have a purpose. It should help explain an idea, reinforce an important point or make your article easier to understand. If an image isn’t adding value, ask yourself whether it belongs in the article at all.

Before publishing, review every image individually. Make sure it has been renamed using a descriptive filename, includes meaningful alt text and has been properly sized for your website. If the image would benefit from a caption, take the time to add one. These details may seem small, but together they improve accessibility, enhance the reader experience and provide additional context for search engines and AI-powered search tools.

Search engines don’t just analyze the image itself. They also consider the file name, the alt text, the caption, the surrounding text and the overall topic of the page. When all of those elements reinforce one another, it becomes much easier for search engines and AI systems to understand the role the image plays within the article.

For example, a screenshot should illustrate a feature you’re explaining. A chart should simplify complex information. An infographic should summarize key takeaways. A comparison table should help readers evaluate different options more quickly. Every visual should support the story you’re telling rather than simply making the page look more attractive.

Whenever possible, use original images instead of relying exclusively on stock photography. Screenshots, original graphics, diagrams, infographics, presentation slides, photos from events, behind-the-scenes images and annotated examples often provide significantly more value because they’re unique to your business and demonstrate your own experience.

Before you publish, ask yourself:

Does every image support or explain the content?
Is the file name descriptive and relevant to the topic?
Have I added meaningful alt text that accurately describes the image?
Would a caption provide additional context for readers?
Has the image been resized and compressed so it loads quickly?
Is the image high enough quality to display well on all devices?
Am I using original visuals whenever possible?
Could this image be turned into a standalone infographic or social media graphic?

One final suggestion: don’t think of your images as something that’s only used once. A well-designed infographic, chart, checklist or diagram can often be repurposed for LinkedIn, newsletters, presentations, webinars and other marketing materials. The more useful your visuals are, the more value you’ll get from the time you invest creating them.

Create Images That Teach Something

One of the biggest opportunities I see is treating images as decoration instead of part of the learning experience. Every visual in your article should help explain something that would be more difficult to understand with text alone. Instead of adding a generic stock photo, think about what would actually help your readers. For example, you might include:

Annotated screenshots that highlight important features.
Flowcharts that explain a process.
Comparison tables that simplify a decision.
Checklists readers can save for future reference.
Infographics that summarize key takeaways.
Diagrams that illustrate a framework or methodology.
Before-and-after examples.
Timelines that explain how a process unfolds.
Decision trees that help readers choose between different options.

These types of visuals make your articles easier to understand, easier to remember and much more likely to be shared. They’re also uniquely yours. While anyone can use the same stock photo, original graphics, diagrams and infographics showcase your expertise and reinforce your personal brand. They’re another way to demonstrate what you know rather than simply telling people.

As AI-powered search continues to evolve, original visuals are becoming even more valuable because they provide additional context that supports the written content. When your text and images work together to explain a topic, you’re creating a richer resource for both readers and search engines.

Add a Frequently Asked Questions Section

A Frequently Asked Questions section does much more than answer a few additional questions at the end of your article. It’s another opportunity to improve the reader experience while making your content easier for search engines and AI-powered search tools to understand.

People increasingly search for information by asking complete questions rather than typing a few keywords into Google. They’re asking Google, ChatGPT, Gemini, Claude and Perplexity questions in the same way they would ask another person. A well-written FAQ section naturally mirrors that behavior because it’s organized around the questions your audience is already asking.

Think about the conversations you have with clients, prospects and colleagues. What questions almost always come up after you’ve explained a topic? Which misconceptions do you find yourself correcting repeatedly? What concerns do people have before they’re ready to hire someone like you? Those are often the best questions to include because they’re based on real conversations rather than assumptions.

A thoughtful FAQ section also gives you an opportunity to answer related questions that may not fit naturally within the body of the article. Instead of interrupting the flow of your writing, you can address those topics in one organized section that readers can easily scan.

From a search perspective, FAQ sections provide additional context about your article. They naturally incorporate related keywords, industry terminology and conversational phrases that help search engines and AI systems better understand the scope of your content. They also increase the likelihood that your article will answer the specific question someone is searching for, even if that question wasn’t addressed directly in the main body of the article.

Where Should FAQ Questions Come From?

One of the biggest mistakes people make is inventing questions they think readers might ask. Instead, build your FAQ section from questions you’ve actually received. Excellent sources include:

Questions clients ask during meetings and consultations.
Follow-up questions after webinars and presentations.
Comments on your LinkedIn posts and newsletters.
Emails from clients and prospects.
Questions asked during conference sessions and speaking engagements.
Discussions on Reddit, Quora and industry forums.
Google’s “People Also Ask” section.
Questions people ask ChatGPT, Gemini and other AI tools about your topic.

The more closely your FAQ reflects the language your audience naturally uses, the more valuable it becomes for both readers and search.

Best Practices for Writing FAQs

A strong FAQ section should:

Answer questions your audience actually asks.
Use clear, conversational language instead of unnecessary jargon.
Provide concise but complete answers.
Address common misconceptions.
Link to related articles when a topic deserves a more detailed explanation.
Be updated as new questions emerge.

I also recommend keeping a running list of questions in the notes section of my phone throughout the year. Every client meeting, conference, webinar, LinkedIn conversation and networking event can generate ideas for future FAQs. Over time, that list becomes one of the most valuable content planning resources you have because it’s built entirely around the information your audience wants most..

End With Helpful Resources

One of the simplest ways to improve both the reader experience and your website is to include a resource section at the end of every article. After someone finishes reading, there’s a good chance they still have questions or want to learn more about the topic. Rather than expecting them to search your website on their own, point them toward the resources that are most relevant. This not only makes your website easier to navigate, but also encourages readers to spend more time exploring your content and discovering the depth of your expertise.

Every article should point readers toward the next step. Think about the articles, guides and tools that naturally complement the topic you’ve just covered. Depending on the subject, you might include:

Related blog articles.
Downloadable guides, checklists or workbooks.
Templates or sample documents.
Webinar recordings or presentation slides.
Podcast episodes.
Videos that demonstrate a process.
Infographics or visual summaries.
Case studies or client success stories.
Frequently asked questions on related topics.
Links to relevant service pages.
Recommended books, reports or research.
Industry organizations and trusted websites.
Additional tools or software you recommend.

A resource section also creates valuable opportunities for internal linking. Every time you connect one article to another, you’re helping readers continue learning while reinforcing the relationship between those topics. Over time, those connections help transform your website into a well-organized library of information instead of a collection of unrelated blog posts.

As your content library grows, revisit older articles and update the resource section to include newer content you’ve published. Many websites publish an article once and never look at it again. Adding links to new articles, guides and resources keeps your older content current while helping readers discover more of your work.

I also recommend using a consistent heading for this section, such as Related Resources, Continue Reading, Additional Resources or You May Also Find These Helpful. When readers know they’ll find additional information at the end of every article, they’re more likely to keep exploring your website.

Don’t just link to your own content. Link to authoritative outside sources when they genuinely help your readers. Google has long encouraged helpful, well-supported content, and AI systems also benefit from understanding the broader context around your article. Showing readers where they can find reliable information strengthens your credibility rather than diminishing it.

Consider Including These Elements

Before publishing, ask yourself whether your article would benefit from including:

Related articles on your website.
A downloadable resource.
A worksheet, checklist or template.
A webinar or presentation on the topic.
A relevant podcast episode or video.
Links to reputable third-party research or industry organizations.
A service page if it’s directly relevant to the topic.
Your newsletter signup page.
A link to your author page.
A clear next step for readers who want to continue learning.

A thoughtfully curated resource section helps readers find answers more quickly, strengthens your website’s internal linking strategy, reinforces your expertise and gives every article a better chance of becoming a destination rather than a single page someone visits once and never returns to.

Don’t Skip the Author Bio

Many people treat the author bio as an afterthought. In reality, it’s one of the most important sections of your article. A well-written author bio helps readers understand who you are, what you do and why you’re qualified to write about the topic. It reinforces your expertise, supports your personal brand and provides additional context about your professional background. If someone discovers your article through Google or an AI-powered search tool, your biography may be the first introduction they have to you and your business.

Your author bio should do much more than list your job title. Use it as an opportunity to explain your experience, the industries you work with, the types of clients you serve and the topics you regularly write, speak and consult about. This information helps readers understand your perspective while providing additional signals about your areas of expertise.

Whenever possible, include links that encourage readers to continue learning from you, such as:

Your LinkedIn profile
Your company website
Your newsletter or blog subscription page
Downloadable resources, guides or workbooks
Upcoming webinars, speaking engagements or events
Relevant service pages
Your contact page

If your website allows it, consider creating a dedicated author page that includes a longer biography, your professional background, media appearances, speaking engagements, publications, awards, certifications and links to all of the articles you’ve written. This gives readers one place to learn more about you while also strengthening your website’s overall authority.

Your author bio is also another opportunity to reinforce the topics you want to become known for. If you’re building your reputation around LinkedIn strategy, legal marketing, luxury brand marketing, employment law or another area of expertise, make sure those subjects are reflected naturally in your biography. Over time, that consistency helps readers, search engines and AI-powered search tools better understand the topics most closely associated with your work.

A Strong Author Bio Should Include

Your name and professional title.
A concise description of what you do.
Your primary areas of expertise.
The industries or clients you serve.
Notable credentials, awards, certifications or recognitions when relevant.
Speaking engagements, books, podcasts or media appearances, if applicable.
Links to your LinkedIn profile, website and newsletter.
A professional headshot.
A link to your full author profile.
Links to additional articles you’ve written on related topics.

Taken together, these elements help establish credibility, reinforce your personal brand and make it easier for both readers and search engines to understand who created the content and why they should trust it.

Don’t Stop Once Your Article Is Published

Writing the article is only one part of the process. Once it’s published, look for opportunities to continue putting it to work.

Share it on LinkedIn more than once. Include it in your newsletter. Reference it when you’re speaking, presenting or answering questions from clients. If you write another article on a related topic, link back to it. If new statistics become available or you’ve learned something new since you first wrote it, update the article so it remains current and accurate.

One of the reasons I encourage people to invest time in blogging is because a well-written article can serve many different purposes. It can answer questions prospective clients ask, support your business development efforts, provide content for your newsletter, become the basis for social media posts and give you a resource to share whenever someone asks about that topic.

Over time, your articles begin working together. Someone may discover your website through one article, then read three or four more because each one answers another question they’re interested in. That’s why I encourage people to think beyond individual blog posts. Every article you publish should strengthen the rest of your website and make it easier for readers to discover more of your content.

The most successful blogs aren’t built by publishing as many articles as possible. They’re built by consistently creating thoughtful, well-organized resources that people genuinely find useful. If you approach every article with that mindset and take the time to optimize it before and after it’s published, you’ll build a website that becomes more valuable with every piece of content you add.

Frequently Asked Questions About Blog Optimization, SEO and AI Search

Do I need to optimize every blog post for SEO?

Yes. Every article you publish should be optimized before it goes live. That doesn’t mean writing for search engines instead of people or forcing keywords into every paragraph. It means making sure your article includes the elements that help readers find it, understand it and continue exploring your website. A descriptive headline, logical headings, internal links, optimized images, an author bio, helpful resources and a clear structure all contribute to a better reader experience while also making it easier for search engines and AI-powered search tools to understand your content.

Is Google still important now that people are using ChatGPT and other AI tools?

Absolutely. Google remains one of the primary ways people discover content, but it’s no longer the only one. More people are using ChatGPT, Gemini, Claude, Perplexity and other AI tools to ask questions and find information. Fortunately, many of the same practices that improve traditional SEO also improve your visibility in AI search. Creating well-organized, comprehensive content supported by original insights, helpful visuals and a strong internal linking strategy benefits both.

How long should a blog post be?

There isn’t a perfect word count. The right length depends on the topic and what readers need to understand. Some questions can be answered in 800 words, while others deserve 3,000 words or more. Instead of aiming for a specific length, focus on creating the most useful resource you can on the subject.

How often should I publish new blog posts?

Consistency matters more than volume. Publishing one thoughtful article every week or two is usually far more effective than publishing several articles in one month and then disappearing for the next three. Choose a schedule you can maintain over the long term and focus on quality over quantity.

Should I use AI to help write my blog posts?

AI can be an excellent tool for brainstorming ideas, organizing your thoughts, improving readability and identifying gaps in your content. Your experience, perspective and examples, however, are what make your articles valuable. Readers aren’t looking for generic information. They’re looking for your insights and expertise.

Can I optimize older blog posts, or is it too late?

Absolutely. In fact, updating older content is one of the easiest ways to improve your website. Review older articles periodically and look for opportunities to:

Update statistics and research.
Add newer internal links.
Improve the headline.
Rewrite outdated sections.
Replace or optimize images.
Add FAQs.
Include additional resources.
Refresh the author bio if necessary.
Update the publication date if you’ve made meaningful revisions.

Refreshing existing content often takes much less time than writing an entirely new article.

What should I do after I publish an article?

Publishing your article shouldn’t be the end of the process. Look for opportunities to continue sharing and referencing it over time. For example, you might:

Share it on LinkedIn more than once.
Include it in your newsletter.
Reference it during presentations and webinars.
Send it to clients when it’s relevant.
Link to it from future blog posts.
Include it in resource pages on your website.
Repurpose it into videos, infographics or social media posts.

One well-written article can support your marketing for months if you continue putting it to work.

Do images really affect SEO and AI search?

Yes. Images help improve accessibility, make articles easier to understand and provide additional context for search engines and AI systems. Before publishing, rename your image files, add descriptive alt text, compress large files and include captions whenever they help explain the image. Original screenshots, diagrams, charts and infographics are often much more valuable than generic stock photography.

Should every article include internal links?

Yes, whenever they’re relevant. Internal links help readers discover additional content while helping search engines and AI-powered search tools understand how your articles relate to one another. As your website grows, these connections reinforce the topics you write about most often and make your content library easier to navigate.

Should I link to other websites?

When an outside resource genuinely adds value, include it. Government agencies, industry associations, original research, academic studies and reputable organizations can provide additional context and support the recommendations you’re making. External resources should complement your own expertise while giving readers an opportunity to learn more if they’re interested.

Do I really need an author bio?

Yes. Your author bio helps readers understand who wrote the article, what your background is and why you’re qualified to write about the topic. It also reinforces your personal brand and provides another opportunity to connect readers with your website, LinkedIn profile, newsletter and other resources.

Should every article include a resource section?

I highly recommend it. A resource section encourages readers to continue exploring your website while strengthening your internal linking strategy. It also gives you an opportunity to recommend related articles, downloadable guides, webinars, templates, videos and other resources that expand on the topic you’ve just covered.

What are the biggest mistakes people make when publishing blog posts?

Some of the most common mistakes people make when publishing blog posts include:

Publishing without reviewing the headline.
Forgetting internal links.
Uploading images with generic file names.
Skipping alt text.
Not including an author bio.
Omitting a resource section.
Forgetting a call to action.
Never updating older articles.
Sharing the article once and never promoting it again.
Treating every blog post as a standalone piece of content instead of part of a larger content library.

How do I know when my article is ready to publish?

Before you click Publish, review everything one final time. Make sure your headline is clear, your images are optimized, your links are working, your metadata has been completed, your FAQ and resource sections have been added and your author bio is up to date. Taking a few extra minutes to complete that review helps ensure every article provides the best possible experience for your readers while giving it the strongest opportunity to be discovered through both traditional and AI-powered search.

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