Writing a blog post is easy.
Writing a blog post that ranks on Google and brings in real traffic? That takes strategy.

Whether you’re a business owner, marketer, or freelancer, the way you structure and write your content can make all the difference in visibility and results.

In this guide, I’ll break down the exact process we follow when writing blog content that consistently ranks for our clients — even in competitive niches.

1. Start With the Right Keyword (and Intent)

Ranking starts with understanding what your audience is searching for.

Use tools like:

  • Google autocomplete

  • Ubersuggest

  • AnswerThePublic

  • Search Console (if you already have traffic)

Choose a keyword that:

  • Matches what your audience wants to learn or solve

  • Isn’t overly competitive (especially if your site is new)

  • Aligns with the intent behind the search (informational, commercial, etc.)

Example:
Instead of targeting “SEO,” try “how to improve SEO on a small business website.”

2. Structure Your Content With Clear Headings

Google (and readers) love structure.

Use:

  • One H1 (your blog title)

  • Descriptive H2s for each section

  • Occasional H3s for sub-points

This helps:

  • Google understand your content layout

  • Readers skim and find what they’re looking for

Also: aim for short paragraphs (2–4 lines max) and use bullet points or numbered lists where possible.

3. Write for Humans, Optimize for Search

Yes, you want to include keywords — but never at the expense of clarity.

Tips:

  • Use your primary keyword in the first 100 words

  • Sprinkle it naturally throughout the post

  • Include variations and related phrases

  • Use the keyword in your H1, at least one H2, and in the meta description

But more importantly:
Make the content useful, clear, and complete.

Google ranks content that solves the reader’s problem better than anything else on the page.

4. Add Internal and External Links

Internal links help Google crawl your site and keep readers engaged.
Link to:

  • Your own blog posts

  • Relevant service pages

  • Pillar or landing pages

External links (to trusted sources) add credibility and help you cite data or tools.

Bonus tip: Make your anchor text descriptive — no “click here” links.

5. Finish With a Clear Call to Action

Every post should end with a purpose.

Examples:

  • Invite the reader to contact you

  • Link to a related service

  • Offer a downloadable checklist

  • Recommend another blog post

This is where blog content turns into actual business results.

6. Optional: Add a Featured Image, Meta Description, and Schema

Final touches that help:

  • Add a featured image with a descriptive filename and alt text

  • Write a 150-character meta description (use your focus keyword)

  • Use your SEO plugin (like Yoast) to check readability and on-page optimization

  • Use schema plugins if applicable (for FAQs, recipes, etc.)

Final Thoughts

Ranking blog posts on Google isn’t about writing more content — it’s about writing smarter content.

By focusing on keyword intent, structure, clarity, and linking, you’ll have a much better chance of showing up in search results, building authority, and turning traffic into leads.

If you want help planning or optimizing your content for SEO, we offer blog writing and SEO packages designed for small businesses.