Writing Engaging Blurbs and Excerpts

The blurb/excerpt is the text appearing between your headline and the feature image meant to draw the reader to your article. Naturally, it’s the first bit of copy readers see after your headline. Think of it as your introductory overview (without giving too much away).

• • Short sentences can work at the beginning of the excerpt, with a short phrase, or popular saying. It sets a tone.

• • Use it to elaborate on the headline.

• • Use 140 characters to put your voice into it. How would you react? The writer’s time to shine

• • Use emotive language, be descriptive

• • Powerful quote that gets to the crux of the story snippet

Your excerpt should always contain your keyword/phrase (the closer to the start of the sentence, the better) – unless you are manually adapting your meta-data description. Your excerpt can be no shorter than 100 characters and no longer than 156 characters. (Remember you want the “meta description” line to show green meaning your excerpt/blurb is a good length).