Lots of businesses start a blog, publish a few posts, see no traffic and give up. Usually the writing wasn't the problem. The problem was that the posts answered questions nobody was searching for, or answered them less helpfully than what already ranked.
This is the process we follow for every post, including this one.
1. Pick a topic people actually search
Start with real customer questions, then check that people search for them using Google autocomplete, "People also ask" and Search Console. Our keyword research guide walks through it. Choose one main keyword per post.
2. Study what already ranks
Search your keyword and open the top five results. What format are they: guides, lists, comparisons? What do they cover? What do they miss? Your post should match the format Google clearly prefers, and be more useful.
3. Plan the structure before writing
Sketch your headings first. A clear H1 with the keyword, H2s for each main section, H3s where needed. Good headings help readers skim and help Google understand the content.
4. Answer the question early
Don't make readers scroll through three paragraphs of background. Give the short answer near the top, then go deeper. People appreciate it, and it's the kind of content Google tends to highlight.
5. Write like a person
Use plain language, short paragraphs and real examples. Share what you've actually seen working with customers. Experience is what makes content trustworthy, and it's the one thing competitors can't copy.
6. Use the keyword naturally
In the title, the first paragraph, a heading or two, the meta title and description, and image alt text. Beyond that, write naturally and use related words. If it sounds forced when read aloud, rewrite it.
7. Add internal links
Link to the product, collection or service the post relates to, and to one or two related posts. Then go back to an older related post and link to this new one. See our internal linking guide.
8. Add a helpful image
A relevant featured image with descriptive alt text, compressed so it loads quickly.
9. Write the meta title and description
They're your advert in search results. Here's how to write them well.
10. End with a next step
What should the reader do now? Browse a collection, read a related guide, get in touch. Make it easy.
After publishing
Request indexing in Search Console. Share it on your social channels and with customers who'd find it useful. Then check performance after two to three months. Posts sitting on page two are great candidates for an update.
How long should it be?
As long as it takes to fully answer the question. Some topics need 600 words, others 2,000. Length for its own sake doesn't help.
Want posts like this written for your business every month? That's what our Monthly SEO package does, with 8 blogs a month. Get in touch.