Astro Blog – Phase 2: Structure

Priority Legend:

• ⭐ ALWAYS – Every article, non-negotiable
• 🎯 HIGH-VALUE – Competitive keywords, commercial/pillar content

⚠️ CRITICAL: Read astro-blog/references/human-voice.md NOW before planning structure to avoid AI-like patterns

Content Structure Planning

⭐ Core Structure (Every Article)

• H2 section density – 3-4 sections (standard 1000-1500w) OR 5-8 sections (pillar 3000-5000w)
• H2s are questions – Prefer specific questions users actually ask. Example: “How much does solar panel installation cost in the UK?” NOT “Pricing Overview”
• H3 subheadings – Use only for H2 sections >400 words. Max 3-4 H3s per H2. Keeps content scannable
• TOC required – If article >800 words, add table of contents after intro
• Component density limits – Max 5-7 components (standard) or 8-12 (pillar). Components = QueryAnswer, TL;DR, ExpertInsight, EngagementHook, etc.
• Visual breaks – No more than 3 paragraphs (150-300 words) without image/list/table/component

⭐ Above-the-Fold Optimization (Every Article)

Must appear without scrolling:

• Desktop layout (1920×1080) – H1 (80-120px) + Hero image (400-500px) + QueryAnswer (150-200px) = ~850px total
• Mobile layout (375×667) – H1 (100-140px) + Hero 4:3 ratio (280-300px) + QueryAnswer first sentence (120-160px) = ~600px total
• Hero image optimization – Eager loading (loading="eager"), <100KB filesize, descriptive filename (solar-panels-uk-2026.webp)
• QueryAnswer placement – Immediately after hero image, contains direct answer in first 40-60 words

⭐ Required Components

• QueryAnswer – Direct answer <120 words with specific numbers. Example: “Solar panels cost £5,000-£8,000 in the UK (2026). A typical 4kW system saves £600/year…”
• TL;DR – If >1000 words, exactly 3 key takeaways in bullet list
• ExpertInsight – 1-2 (standard) or 2-3 (pillar). Practical insider tips, NOT generic advice
• Author Bio – 50-80 words at end. Format: [Experience] + [Credentials] + [Social proof] + [Location/specialization] + LinkedIn link

⭐ Internal Linking (Every Article)

• Minimum links – 2-4 (standard) or 8-12 (pillar) contextual internal links
• First link placement – Within first 100 words to related article
• Descriptive anchors – “solar panel installation costs” NOT “click here” or “this article”

🎯 Pillar-Cluster Linking (Pillar/Cluster Articles Only)

• Bidirectional links – Pillar links to ALL clusters (woven into sections). Each cluster links back to pillar (intro or conclusion). Related clusters link to each other
• Contextual integration – Links woven into prose with context. NOT listed at end. Example: “Understanding solar panel installation costs helps budget for the broader solar investment strategy.”
• Publication order – Publish pillar first (establishes authority), then add 1-2 cluster articles per month

⭐ External Links (Every Article)

Minimum 4 external links:

• 1 citation link – Academic/research supporting a claim (journal, .ac.uk, official study)
• 1 authority link – Industry authority site (trade body, gov.uk, certification body)
• 1 reputation link – High-authority mention (Which?, BBC, Guardian, LinkedIn profile)
• 1 contextual link – Related resource that adds value for reader
• Authority sites – Prefer: gov.uk, .ac.uk, Which?, trade bodies, professional LinkedIn profiles
• Context sentences – Every link needs explanatory sentence. NO “source” or “here” as anchor text
• Rel attributes – All external links: rel="noopener noreferrer". Affiliate links add: rel="nofollow sponsored"

⭐ Images & Video (Every Article)

• Image count – 3-5 images (standard) or 6-10 images (pillar). Roughly every 250-350 words
• Descriptive filenames – solar-panel-installation-uk-2026.webp NOT IMG_1234.jpg or image-1.webp
• Image captions – REQUIRED for: screenshots, before/after comparisons, case studies, charts/graphs
• Video – 0-1 video (standard) or 1-2 videos (pillar). Use facade loading (thumbnail + play button, loads on click). Include min 3 chapter timestamps

🎯 Conversion Elements (Commercial/Transactional)

• Content upgrade – REQUIRED for commercial/transactional. Offer gated PDF checklist, template, or detailed guide related to article topic
• Interactive tool – REQUIRED for transactional, strongly recommended for commercial. Calculator generates 22% of leads
• Social proof – 2-3 elements: Volume metrics (“500+ installations”), trust seals (MCS, Which?, certifications), testimonials with names
• Review integration – Display review snippets near QueryAnswer AND before primary CTA. Increases traffic 100%+

Output Required

Provide full article outline with:

1. H2 sections (3-4 standard, 5-8 pillar) – all as questions
2. Component placement – Where each component appears
3. Internal link targets – 2-4 links (standard), 8-12 (pillar)
4. Image descriptions – What images needed and where
5. CTA placement – Where CTAs appear in flow

Next Step

After completing structure, use astro-blog-write skill for Phase 3.