Structuring High-Performing Blog Posts

People don't read; they scan. This fundamental truth about online reading behavior should inform every structural decision you make when creating blog content. Yet countless articles are published daily with dense paragraphs, wall-of-text formats, and buried value that forces readers to hunt for the information they need.

The result? High bounce rates, poor engagement metrics, and content that fails to achieve its business objectives despite containing valuable information. The problem isn't the content itself—it's how it's structured and presented.

This comprehensive guide will show you exactly how to structure blog posts that keep readers engaged from the first headline through the final call-to-action, using proven formatting techniques, psychological principles, and data-driven best practices that dramatically improve performance metrics.

Why Structure Matters More Than Ever

In an attention-scarce digital environment, structure is the difference between content that gets read and content that gets bounced from immediately.

The Attention Economy Reality

Average Attention Statistics:

• Average time on page: 37 seconds (Contentsquare)
• Percentage of page viewed: 50-60%
• Percentage who scroll below fold: 57%
• Percentage who read to end: 16%

What This Means: You have seconds to prove value, and most readers won't consume your entire article. Structure must accommodate scanning behavior while encouraging deeper engagement for those who commit.

Structure Impacts Core Metrics

Direct Correlations:

Structural Element	Metric Impacted	Typical Improvement
Clear headings	Time on page	+38%
Bullet points	Scroll depth	+27%
Images/visuals	Bounce rate	-15%
Short paragraphs	Mobile engagement	+45%
Table of contents	Pages/session	+22%
Clear CTA	Conversion rate	+161%

Google Rewards Structure

Search engines increasingly prioritize well-structured content:

Ranking Factors Influenced by Structure:

• Featured snippets: Well-structured answers more likely to be featured
• "People Also Ask" boxes: Clear heading hierarchies improve chances
• Readability signals: Proper structure improves dwell time (potential ranking signal)
• Jump links: Table of contents enables rich results
• Mobile usability: Proper structure critical for mobile-first indexing

The Scanning Psychology

Understanding how readers scan content enables you to structure for actual reading behaviors, not idealized ones.

F-Pattern Reading Behavior

Research from Nielsen Norman Group:

Users scan web content in an F-shaped pattern:

1. Horizontal scan across the top (headline, introduction)
2. Shorter horizontal scan slightly lower (subheadings)
3. Vertical scan down the left side (looking for points of interest)

Structural Implications:

• Lead with most important information (front-load value)
• Use descriptive headings that communicate value
• Left-align content (readers scan left side)
• Bold key phrases to catch scanning eyes
• Use bullet points and numbered lists (creates vertical scanning points)

Layer Cake Pattern

Alternative scanning pattern observed on mobile and well-structured content:

Behavior: Users scan headings like layers of a cake, deciding which "layers" to dig into

Structural Response:

• Descriptive, standalone headings
• Self-contained sections (can be read independently)
• Progressive disclosure (overview → details)
• Consistent heading hierarchy

The Bucket Brigade Technique

Historical Context: In old firefighting, buckets of water passed hand-to-hand in brigades

Content Application: Short transitional phrases that keep readers moving through content

Examples:

• "Here's the thing:"
• "But there's more:"
• "And that's not all:"
• "Here's why this matters:"
• "The bottom line?"

Purpose: Creates micro-commitments that prevent bounce at natural stop points

The Inverted Pyramid

Start with the most important info. Don't bury the lead. This journalistic principle adapts perfectly to blog content structure.

Why Inverted Pyramid Works

Traditional narrative: Build up → climax Inverted pyramid: Answer → context → details

Advantages:

• Respects reader's time (get value immediately)
• Accommodates scanning (most important information seen first)
• Reduces bounce (immediate value delivery)
• Improves accessibility (mobile users with less patience)
• Fits search intent (answer the query immediately)

Implementing Inverted Pyramid

Structure Breakdown:

Top Layer (First 100-150 words):

• Direct answer to title's implied question
• Core thesis or main takeaway
• Why the reader should care

Middle Layer (Body):

• Supporting details
• Context and background
• Evidence and examples
• Practical applications

Bottom Layer (Conclusion):

• Summarize key points
• Call to action
• Further resources
• Next steps

Example Application

Poor Structure (traditional narrative):

Introduction → Historical context → Problem statement →
Various solutions → Building to conclusion →
Finally revealing the answer → CTA

Reader Experience: 800 words before getting answer; many bounce

Inverted Pyramid Structure:

Direct answer to query (sentence 1) →
Why this answer works → Supporting evidence →
Additional context → Practical application →
Summary and CTA

Reader Experience: Value in first paragraph; engaged readers continue for depth

Headline Architecture

Your headline structure determines whether content gets clicked and sets expectations for what follows.

Effective Headline Formulas

"How to" Structure:

• "How to [Achieve Desired Outcome] [Timeframe/Constraint]"
• Example: "How to Rank #1 on Google in 90 Days (Without Paid Ads)"

Number Lists:

• "[Number] [Adjective] Ways to [Achieve Outcome]"
• Example: "7 Proven Ways to Double Your Email Open Rates"

Question Headlines:

• "[Provocative Question About Reader's Challenge]?"
• Example: "Why Do Your Best Employees Keep Leaving?"

Negative Approach:

• "[Number] [Mistakes/Things] to Avoid [Negative Outcome]"
• Example: "5 SEO Mistakes Killing Your Rankings (And How to Fix Them)"

Ultimate Guide:

• "The [Complete/Definitive/Ultimate] Guide to [Topic]"
• Example: "The Complete Guide to Content Marketing ROI in 2026"

Headline Optimization Checklist

• Clear benefit (what reader will gain)
• Specific (not vague or generic)
• 50-60 characters (optimal for SERPs)
• Includes target keyword
• Creates curiosity or urgency
• Matches search intent
• Deliverable promise (don't overpromise)

Subheading Principles

Subheadings Should:

• Work as standalone statements (readable when scanning)
• Be consistent in style within each article
• Use parallel structure (grammatically similar)
• Include keywords naturally
• Preview the section's value
• Create logical flow

H2 vs H3 vs H4 Usage:

Heading Level	Purpose	Frequency
H1	Main title	1 per page
H2	Major sections	Every 300-500 words
H3	Subsections within H2	As needed for organization
H4	Sub-subsections	Sparingly, for complex topics

Introduction Frameworks

The first 150 words determine whether readers commit or bounce.

The Problem-Agitation-Solution (PAS) Intro

Framework:

1. Problem: Identify reader's pain point
2. Agitate: Emphasize the consequences or frustrations
3. Solution: Preview how article will solve it

Example: "Your blog posts take hours to write, but they're generating almost no traffic. You've tried following SEO best practices, but your content still isn't ranking. Meanwhile, competitors with seemingly lower-quality content are dominating the search results. [PROBLEM]

This isn't just frustrating—it's costing you leads, revenue, and competitive ground every single day. [AGITATION]

The issue isn't your writing or even your SEO. It's your content structure. This guide will show you the exact structural frameworks high-performing blogs use to rank higher and convert better. [SOLUTION]"

The Surprising Statement Intro

Framework: Lead with a counter-intuitive or surprising fact that challenges assumptions

Example: "The best-performing blog posts aren't always the longest, most comprehensive, or most beautifully written. According to our analysis of 10,000 top-ranking articles, the common denominator was something simpler: structure. A mediocre article with excellent structure outperforms an excellent article with poor structure 73% of the time."

The Story Intro

Framework: Open with brief, relevant narrative that illustrates the problem or opportunity

Example: "Sarah spent six hours on her blog post. She researched thoroughly, wrote eloquently, and included valuable insights her competitors missed. It was published on Tuesday. By Friday, it had 47 views and zero conversions. Meanwhile, a competitor's hastily written list article got 2,400 views and 34 email signups. What was the difference? Not quality. Structure."

The Empathy Intro

Framework: Demonstrate understanding of reader's situation before providing solution

Example: "You know your content is good. The information is accurate, the insights are valuable, and you've put genuine effort into every article. But when you check your analytics, the story is discouraging: high bounce rates, low time on page, minimal engagement. You're not alone—and it's not because your content isn't good enough."

Introduction Structure Template

Paragraph 1 (2-3 sentences):

• Hook (question, surprising statement, relatable scenario)
• Core topic identification

Paragraph 2 (2-4 sentences):

• Why it matters / What's at stake
• Common problem or misconception

Paragraph 3 (2-3 sentences):

• What this article will deliver
• Unique angle or approach
• Transition to table of contents or first section

Body Content Structure

The body structure determines whether engaged readers stay engaged or gradually disengage.

Section Length Guidelines

Optimal Section Lengths:

Content Type	Section Length	Reasoning
Skimmable content	150-250 words	Quick consumption; mobile-friendly
Standard blog sections	250-400 words	Balance of depth and digestibility
Deep-dive sections	400-600 words	Comprehensive coverage when warranted
Maximum before break	600 words	Break longer sections with subheadings

Progressive Disclosure

Principle: Reveal information in layers, from general to specific

Structure:

1. Overview: Big picture, fundamental concept
2. Key Points: Main ideas, critical details
3. Deep Dive: Nuances, advanced applications
4. Examples: Concrete illustrations
5. Implementation: Practical application steps

Benefits:

• Accommodates both scanning and deep reading
• Prevents overwhelming readers
• Creates natural breakpoints
• Allows readers to choose their depth

The "Then What?" Test

Application: After each section, ask "Then what?" If the next section doesn't logically follow, restructure.

Example Flow:

• Section: "Why Email Segmentation Matters"
• Then what? → "How to Segment Your Email List"
• Then what? → "Segmentation Strategies by Industry"
• Then what? → "Measuring Segmentation Performance"

Breaking Up Text

Use bullet points, bold text for emphasis, and keep paragraphs under 3 sentences to maintain scanability and readability.

The Three-Sentence Rule

Guideline: Maximum three sentences per paragraph for online content

Why It Works:

• Creates white space (improves visual scan)
• One idea per paragraph (easier comprehension)
• Mobile-friendly (prevents wall-of-text on small screens)
• Faster reading (brain processes short blocks more easily)

Exception: Complex ideas may occasionally require 4-5 sentences, but these should be rare

Bullet Points and Numbered Lists

When to Use Lists:

Bullet Points (unordered):

• Related items without hierarchy
• Features or benefits
• Examples
• Options or alternatives

Numbered Lists (ordered):

• Sequential steps
• Ranked items
• Prioritized recommendations
• Chronological events

List Formatting Best Practices:

• Parallel structure (grammatically consistent items)
• Similar length items when possible
• 5-9 items per list (optimal for processing)
• Introduce lists with context sentence
• Don't nest lists more than 2 levels deep
• Don't mix sentence fragments with full sentences

Text Emphasis Techniques

Bold Text:

• Key concepts and important phrases
• Scannable keywords
• Conclusions or main points
• Typically 2-3 per paragraph maximum

Italic Text:

• Emphasis on specific words
• Titles of works
• Foreign phrases
• Sparingly (less than bold)

Highlighting/Background Color:

• Critical warnings or notes
• Key statistics
• Quotes or callouts
• Use sparingly to maintain impact

ALL CAPS:

• Generally avoid (reads as shouting)
• Acceptable for very short acronyms or emphasis

Pull Quotes and Callouts

Pull Quotes: Extract powerful statements from your content and display prominently

Example:

"The best-performing articles aren't the longest—they're the most structured."

Callout Boxes: Highlight important information

Types:

• Pro Tips: Insider advice
• Warning: Potential pitfalls
• Key Takeaway: Main points
• Example: Illustrative scenarios
• Definition: Term clarifications

The Power of Visuals

A wall of text is a bounce waiting to happen. Break it up with images, charts, and quotes.

Visual Element ROI

Performance Impact of Visual Elements:

Visual Type	Engagement Impact	SEO Impact	When to Use
Featured Image	+94% views	High (image search)	Every article
In-Content Images	+12% time on page	Medium	Every 300-500 words
Screenshots	+35% understanding	Medium (alt text)	How-to guides, tutorials
Charts/Graphs	+47% comprehension	Medium	Data-heavy content
Infographics	+41% shares	High (backlinks)	List posts, process content
Videos	+88% time on page	Very High	Complex explanations
GIFs	+25% engagement	Low	Processes, humor, reactions

Image Placement Strategy

Strategic Placement:

Opening (Hero Image):

• Sets visual tone
• Reinforces headline
• Improves first impression
• Essential for social shares

Section Breaks (Every 300-500 words):

• Provides visual rest
• Reinforces section topic
• Maintains engagement
• Improves scannability

Example Illustrations:

• Next to relevant text
• Immediately following concept explanation
• Before practical application sections

###Chart and Graph Best Practices

When to Use Data Visualization:

• Comparing multiple data points
• Showing trends over time
• Illustrating proportions or distributions
• Making complex data digestible

Types and Applications:

Chart Type	Best For	Example Use
Bar Chart	Comparing categories	Traffic by channel
Line Graph	Trends over time	Revenue growth
Pie Chart	Proportions (max 6 slices)	Traffic sources
Table	Precise values, comparisons	Feature comparisons
Flowchart	Processes, decision trees	Workflow diagrams

Alt Text and Accessibility

Alt Text Requirements:

• Describe image content (for screen readers)
• Include target keyword when natural
• 125 characters or less
• Specific and descriptive

Example:

• Poor: "image1.jpg"
• Generic: "chart"
• Good: "Bar graph showing 40% increase in organic traffic after implementing content structure best practices"

Tables and Data Visualization

Tables make complex comparisons scannable and digestible.

When Tables Outperform Paragraphs

Use Tables For:

• Comparing multiple items across multiple dimensions
• Presenting specifications or technical details
• Showing before/after scenarios
• Listing prices or features
• Organizing step-by-step processes with details

Comparison Example:

Paragraph Format (Hard to Scan): "Ahrefs costs $99/month and includes 500 keyword tracks, while Semrush costs $119/month and includes 500 keyword tracks. Ahrefs has a domain rating score while Semrush uses domain authority..."

Table Format (Easy to Scan):

Feature	Ahrefs	Semrush	Moz
Monthly Cost	$99	$119	$99
Keywords Tracked	500	500	300
Authority Metric	Domain Rating	Domain Authority	Domain Authority
Backlink Database	16 trillion	43 trillion	40 trillion
Best For	Backlink analysis	Comprehensive SEO	User-friendly interface

Reader Benefit: Immediate comparison; scan for specific criteria; no need to extract data from prose

Table Design Best Practices

Formatting Guidelines:

• Header row with clear labels
• Alternating row colors for readability
• Left-align text, right-align numbers
• Bold or highlight key columns/rows
• Keep under 7 columns (mobile responsiveness)
• Use responsive design (scrollable on mobile)

Content Guidelines:

• Be concise (tables aren't for long descriptions)
• Use consistent terminology
• Include units (%, $, etc.)
• Organize logically (alphabetically, by priority, chronologically)

Internal Structure Elements

Beyond visible formatting, internal structural elements improve both UX and SEO.

Table of Contents (TOC)

Benefits:

• Improves scanability (preview content structure)
• Reduces bounce (readers find relevant sections faster)
• Mobile UX (quick navigation on small screens)
• SEO (potential for rich results with jump links)
• Increases pages/session (easier navigation to relevant sections)

Best Practices:

• Place after introduction (100-200 word intro, then TOC)
• Link to H2 and sometimes H3 headings
• Use descriptive link text (not just "Section 1")
• Make collapsible on mobile
• Highlight current section on scroll

When to Include TOC:

• Articles > 1,500 words
• Comprehensive guides
• How-to articles with multiple steps
• Listicles with many items
• Short articles < 800 words
• News posts
• Very simple content

Jump Links and Anchor Links

Implementation: Create HTML anchors for major sections

Example:

<h2 id="section-name">Section Title</h2>
<a href="#section-name">Jump to Section Title</a>

SEO Benefit: Google can link directly to relevant sections in search results

Internal Linking Structure

Strategic Internal Links:

Contextual Links (Within Body Content):

• 3-5 relevant internal links per article
• anchor text describes destination
• Links to related, deeper-dive content
• Natural, value-adding (not forced)

Related Resources (End of Article):

• "You might also like..."
• 3-5 related articles
• Keeps readers engaged
• Reduces bounce, increases pages/session

Conclusion Best Practices

Conclusions shouldn't just summarize—they should inspire action and provide clear next steps.

Effective Conclusion Components

1. Brief Summary (2-3 sentences):

• Recap core message
• Reinforce key takeaway
• Connect back to introduction promise

2. Actionable Next Step (1-2 sentences):

• Specific action reader should take
• Immediate, achievable
• Directly related to article content

3. Call to Action (clear, specific):

• Download resource
• Try tool/product
• Subscribe to newsletter
• Read related content
• Share article

Conclusion Frameworks

The Loop Closure:

• Reference the opening hook or question
• Provide satisfying resolution
• "Remember the question we started with..."

The Challenge:

• Issue direct challenge to reader
• Motivate immediate action
• "Don't let another week go by..."

The Vision:

• Paint picture of successful outcome
• Inspire reader about possibilities
• "Imagine seeing your content consistently rank on page one..."

Bad Conclusion Patterns to Avoid

The Redundant Summary: Simply repeating everything already said The Trailing Off: Ending without clear conclusion or CTA The New Information: Introducing entirely new concepts in conclusion The Vague Platitude: Generic, meaningless closing statements The Hard Sell: Overly promotional, disconnected from content value

Mobile-First Structuring

With 60%+ of web traffic from mobile, structure must prioritize mobile experience.

Mobile Structure Priorities

Key Differences from Desktop:

Element	Desktop	Mobile
Paragraph length	3-4 sentences acceptable	Max 2-3 sentences
Section length	400-500 words	250-350 words
Table width	Multiple columns fine	Max 4-5 columns, scrollable
Images	Large, detailed	Optimized for small screens
Font size	16px minimum	16-18px minimum
Line height	1.5x	1.6-1.8x
Whitespace	Important	Critical

Mobile-Specific Structural Elements

Collapsible Sections:

• Allow readers to expand sections they care about
• Reduce overwhelming long pages
• Improve initial page load perception

Sticky Navigation:

• Table of contents accessible while scrolling
• Easy navigation between sections
• Reduced friction finding information

Tap-Friendly Elements:

• Buttons and CTAs large enough to tap ( min 44x44 px)
• Adequate spacing between interactive elements
• Clear visual feedback on tap

SEO-Friendly Structure

Proper structure doesn't just help readers—it helps search engines understand and rank your content.

Heading Hierarchy for SEO

Best Practices:

• Single H1 (page title)
• Logical H2 → H3 → H4 nesting
• Include target keywords in headings naturally
• Descriptive headings (help search engines understand content)

Poor Structure:

H1: Blog Title
H3: Introduction (skipped H2)
H2: Main Point
H4: Subpoint (should be H3)

Proper Structure:

H1: Blog Title
H2: Introduction
H2: Main Point 1
  H3: Subpoint A
  H3: Subpoint B
H2: Main Point 2
  H3: Subpoint A

Schema Markup Opportunities

Article Schema:

• Headline
• Author
• Publication date
• Featured image

FAQ Schema:

• Question-answer pairs
• Potential for rich results

How-To Schema:

• Step-by-step instructions
• Rich results opportunity

Breadcrumb Schema:

• Site hierarchy
• Improved navigation in SERPs

Featured Snippet Optimization

Structure for Featured Snippets:

Paragraph Snippets:

• 40-60 word concise answer
• Immediately following question-format heading
• Self-contained (makes sense without surrounding context)

List Snippets:

• Numbered or bulleted list
• 5-8 items optimal
• Parallel structure

Table Snippets:

• Comparison tables
• Well-formatted with headers
• Clean, simple design

Structure by Content Type

Different content types benefit from specialized structural approaches.

How-To Guide Structure

Framework:

1. Introduction: What you'll learn, why it matters, who it's for
2. Prerequisites: What's needed before starting
3. Step-by-Step Instructions: Numbered, clear, specific
4. Troubleshooting: Common issues and solutions
5. Next Steps: What to do after completing
6. Conclusion: Summary and CTA

Listicle Structure

Framework:

1. Introduction: Promise and preview
2. [Number] Items: Each with heading, explanation, example
3. Comparison or Recommendation: How items relate/compare
4. Conclusion: Summary and action

Item Structure:

• Heading: Clear, descriptive
• Explanation: What it is, why it matters (2-3 paragraphs)
• Example: Concrete illustration
• Visual: Image or screenshot
• Transition: Connect to next item

Comparison Post Structure

Framework:

1. Introduction: What's being compared, criteria
2. Option Overview: Brief intro to each option
3. Detailed Comparison: Side-by-side across criteria
4. Pros and Cons: For each option
5. Recommendation: Best choice for different scenarios
6. Conclusion: Summary and purchase/implementation guidance

Comparison Table Essential: Visual side-by-side comparison

Ultimate Guide Structure

Framework:

1. Introduction: Comprehensive scope, who it's for
2. Table of Contents: Detailed, linked
3. Fundamentals: Core concepts
4. Advanced Topics: Deeper dives
5. Implementation: Practical application
6. Resources: Tools, templates, further reading
7. Conclusion: Next steps

Character: encyclopedic but accessible; exhaustive but organized

Testing and Optimization

Structure isn't one-size-fits-all. Test and optimize based on your specific audience and content.

A/B Testing Structural Elements

Testable Elements:

• Heading styles and frequency
• Paragraph length
• List formatting (bullet vs. numbered)
• Image placement and frequency
• Table of contents presence/format
• CTA placement and design

Metrics to Track:

• Time on page
• Scroll depth
• Bounce rate
• Click-through rate to CTAs
• Pages per session

Heat Mapping Analysis

Tools: Hotjar, Crazy Egg, Microsoft Clarity

Insights:

• Where readers spend attention
• Where they stop scrolling
• What elements they click
• Where they rage-click or show confusion

Optimization Actions:

• Move important CTAs to attention hotspots
• Break up sections where scrolling stops
• Simplify areas with rage-clicks

Common Structural Mistakes

Avoid these frequent pitfalls that undermine otherwise good content.

Mistake 1: Wall of Text

The Problem: Dense paragraphs without visual breaks

The Fix:

• Maximum 3 sentences per paragraph
• Add subheadings every 250-400 words
• Include lists, images, pull quotes

Mistake 2: Vague Headings

The Problem: "Introduction," "Benefits," "Conclusion"

The Fix: Specific, descriptive headings

• Instead: "Introduction" → "Why Content Structure Determines Success"
• Instead: "Benefits" → "3 Ways Better Structure Increases Traffic"

Mistake 3: Buried Value

The Problem: Making readers hunt for answers

The Fix: Inverted pyramid—answer first, details later

Mistake 4: Inconsistent Structure

The Problem: Random organization; no predictable pattern

The Fix: Consistent heading styles, section lengths, formatting within each article

Mistake 5: No Visual Breaks

The Problem: Pages with text only, no images or visual elements

The Fix: Image every 300-500 words minimum; tables, lists, quotes for variety

Mistake 6: Poor Mobile Experience

The Problem: Structure works on desktop, fails on mobile

The Fix: Test on mobile devices; prioritize mobile-first structure

Conclusion

Content structure isn't cosmetic—it's fundamental to performance. The same information, structured differently, can mean the difference between a post that bounces 80% of visitors in seconds and one that engages readers, generates shares, earns backlinks, and drives conversions.

The core principles of high-performing blog structure are:

Accommodate Scanning: Most readers won't read every word. Use headings, lists, bold text, and visual elements to make your content scannable and ensure scanners still get value.

Inverted Pyramid Works: Don't make readers wade through context to get to the answer. Lead with value, then provide supporting details for those who want depth.

Mobile-First Is Mandatory: With 60%+ mobile traffic, structure must work brilliantly on small screens. Short paragraphs, adequate white space, and tap-friendly elements are essentials, not nice-to-haves.

Visual Elements Aren't Optional: Images, charts, tables, and formatting breaks significantly improve engagement metrics. A wall of text, no matter how well-written, will underperform mediocre content with better visual structure.

Strategic Heading Hierarchy: Headings serve both readers (navigation and scanning) and search engines (understanding and ranking). Invest time in descriptive, keyword-rich, properly hierarchical headings.

Test and Optimize: Structure preferences vary by audience. Use analytics, heat maps, and A/B testing to identify what works specifically for your readers.

Implementing these structural best practices doesn't require revolutionary changes to your content creation process. It requires systematic attention to formatting, visual elements, heading hierarchy, and mobile optimization. The investment is minimal; the returns in engagement, rankings, and conversions are substantial.

The best content in the world fails if structured poorly. Good content with excellent structure outperforms great content with poor structure. Structure accordingly.

Key Takeaways

• Structure determines whether content gets scanned, read, or bounced from within seconds
• People scan in F-patterns and layer cake patterns—structure content to accommodate actual reading behavior
• Inverted pyramid (answer first, details later) reduces bounce and improves satisfaction
• Maximum 3 sentences per paragraph; subheading every 250-400 words; visual element every 300-500 words
• Mobile-first structure is mandatory for 60%+ of traffic—short paragraphs, white space, tap-friendly elements
• Headings should be specific and descriptive, not generic; they serve both readers and search engines
• Tables, lists, bold text, and visual elements dramatically improve scannability and engagement

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