There are days when writing is a breeze, and others where the words just don’t flow. In both cases, having a structure to work off and knowing what’s important to answer helps the flow so that you can get more done in less time.
Just like in baking, having a formula (or recipe) to follow can save you time and headache. Coupled with the right tools and search engine configurations, you can get more engagement and pageviews with the same amount of work.
When you look at the top results for recipes, you’ll find that there’s a pattern to the content, which we’ll call the “anatomy” of the recipe post:
- Establish yourself: what is your E-A-T (expertise-authority-trustworthiness) and why are you a credible source for this recipe?
- Hook: two sentences about what the recipe is about, try to catch the reader’s attention and lay out the promise you’ll deliver on: why should the visitor keep reading?
- Finished product image: what the recipe will look like when it’s done
- Intro paragraph: what’s your personal background and relationship to this recipe? Why are you writing about it? Is it a family recipe? Something new you tried and loved? A request from a reader?
- Primary ingredients + image: what is this recipe centered around? Is it a particular meat or vegetable? Is it prepared a specific way? You’ll often see the prepped but uncooked ingredients in the image here.
- Process shots + instructions: this varies by recipe, but is generally centered around each “step” in your instructions, describing how to perform that step is done and showing your ingredients at the end of that stage
- Recipe plugin: this shows the recipe in the traditional cookbook format, with an ingredient list and instructions list. The primary purpose is to present the information in a familiar, easily-readable format and consists of things like:
- Recipe image
- Alternate recipes: this can either be other variations of your recipe on your own blog, or on other peoples’ blogs
- Call to action: this is often at the end, but could be anywhere in the recipe; calls to action include newsletter signups, buy now buttons for a featured Amazon affiliates product, surveys/polls, or anything else you want a visitor to do
- Ads: the current state of food blogging is that most bloggers are compensated by advertising on the website; these are sprinkled throughout the blog and the ad networks (Gourmet Ads, AdThrive, Mediavine)
- Pinterest: you can either specify a specific image for pinterest (and add the recipe title overlaying the image), or use a pin-it plugin to let your visitors pin any image on the post
There’s also a few site-wide notices that aren’t part of the recipe itself, but will unnecessarily take up valuable screen real-estate:
- Sponsored content disclosure: whether the post is a sponsored post, contains affiliate links or ads, you’ll need to disclose this according to the FTC; we recommend simply putting this on all recipes to ensure your bases are covered
Are there any other content areas that you see commonly in the top food blogs, and wish were easily available? Let us know below!
Q: Is E-A-T directed at Food Bloggers?
A: No. E-A-T stands for expertise-authority-trustworthiness and it’s a coincidence that the acronym is food related.