Day 11 – The Middle

Day 11 Quick Summary: The middle

Today we start on the middle section of your article.

  1. Grab your list of keywords and phrases
  2. Start writing the first few paragraphs under your first sub heading

Question: What’s the point of an article’s title?
Answer: To get someone to read the first sentence.
Question: What’s the point of the first sentence?
Answer: To get someone to read the second sentence.
Question: What’s the point of the first paragraph…

So now we come to the middle. By this point our reader is dying to know what happens next. How do we know that? We know because a) we’re right on topic (Google kindly brought the reader here), and b) they got through the first paragraph and are still here.

The middle is going to take them deeper.

At this point, you may start to wonder if your sub-heading order was good enough. If you read them on their own, does it tell a story? Does it take them down the right path?

That’s quite understandable you should think that. And now would be a great time to rethink it through – EXCEPT – we’re not! Not yet anyway. That’s a task for editing, which we’ll start once we’ve finished the first draft.

If you start editing now, it will drive you insane, and you will perfect and rewrite and perfect and rewrite – and waste a LOT of your time.

And here’s another thing you may as well know right now. People say don’t use cliches. Bah humbug to them. Cliches are fine. Cliches make things lively. And cliches can often work in threes. You just need to be a little inventive and know the rules of rhetoric.

Here’s a list of them. By the way, when I said over 400 of them yesterday, I was using Hyperbole (but leave that to the politicians – exaggeration is not a good thing – there are hundreds if not thousands of them).


Grab the list of keywords and phrases you downloaded from MOZ or SEO Roadmaps on day 6, as well as the keywords you recorded in your analysis spreadsheet (days 4 and 5). These are the words and phrases that will help you build each paragraph.

They are there to help you think of ways to express yourself. I suggest you avoid using them simply to fill your article with relevant words. Use wisely and sparingly in other words. The reader experience counts for far more than anything else, but this will at least give you a great head start.

Now grab your list of sub-headings, choose the first one on the list and start writing the next paragraph of your article.

Every sub-heading section you do from now on will include no more than 3 paragraphs. And each paragraph will have no more than 3 sentences, and each sentence will have no more than 20 words.

And all the above rules can be broken whenever you feel the need, but if you break them by too much of a margin, people will get lost in the details, get bored, do a TLDR;, cause a low dwell time, cause a bounce rate and cost you dearly in ranking terms and possibilities, and, and, and so on and so forth (all the jargon used in this paragraph will be fully explained and exploited later).

Write two or three paragraphs today. That’s it. Get some sleep, you’ve done enough.

PS. Did you notice we came to the middle precisely at the right time? We’re one third of the way through. Bang at the start of the middle. YAY 🙂