Blogging is still one of the best ways to build an organic presence and attract people to your website. Whether you want to start a blog for a niche website or increase your company's presence, content marketing is an affordable way to get results.

In my 10 years as a freelance writer, I've written more blog posts than I can count, and I've learned some helpful lessons.

So, if you want to learn how to write the perfect blog post that people enjoy reading and that search engines consider valuable content, read on. In this guide, I'm going to outline my step-by-step process for creating SEO content.

Step 1: Defining Your Blog Post's Purpose

What is the purpose of your blog post?

Are you answering a common question your target audience has?

Or do you want to solve a problem?

Knowing the why behind your content makes it a whole lot easier to identify the what.

What topic do you want to cover?

Choosing a topic seems simple, but many people trip up when it comes to it. Writing a great blog post on a topic that interests you is not enough; the content has to be relevant to your website and target audience.

For example, as a freelance copywriter and digital marketer, my website features helpful content on writing, marketing, and growing a small business.

I love animals and history, but you'd probably get confused if I started writing about my favourite dog breeds or Henry VIII's wives.

So, when choosing topics to cover, remember to think about the following things:

What your website is about
The products or services you offer
The industry you're in

Who is your target audience?

Nobody will read your blog post unless it offers genuine value, so knowing your target audience and considering what they want is essential.

Are they small business owners or individuals? Do they want the latest fashion trends or helpful advice that empowers them to take control of their lives?

Once you understand your target audience, you can create high-quality content that resonates with each reader.

What are the trending topics in your niche?

One of the best ways to find potential blog post topics is to stay current in your industry. You can do this by subscribing to industry newsletters, using social listening tools, and leveraging Google Trends.

The platform lets you enter a term and see how interest levels change over time. However, what makes Google Trends unique is its related topics and queries feature.

As you can see from this example, I entered content marketing into the search, but it showed me trending and related topics, which is perfect for content creation.

Identify gaps in existing content

Competitor research is vital for generating blog topic ideas. It allows you to examine what your competitors are publishing and what they're missing.

Can you identify top-performing posts and find ways to provide your audience with more value? Or, maybe one of your key competitors hasn't covered certain topics, and you can capitalise on them.

You can also use keyword research tools to find gaps in a competitor's content. For example, tools like Moz let you run an analysis and find keyword opportunities.

What questions are readers asking that you can answer?

One of the best ways to ensure that people read your post is by answering questions. The hard part is finding those questions.

However, there are tools that let you know which questions your target audience asks, including Answer the Public and Also Asked.

Both tools offer free versions, although the number of searches you can create is limited.

Step 2: Conducting Research For Your Blog Post

So, now that you've defined your blog post's purpose, it's time to nail the research process down.

This stage can be stressful, and you probably just want to start writing, but focusing on research makes it easier to plan your content and ensure it covers all the bases.

Keyword research

There was a time when you could find some keywords, insert them into your content and get results - but Google and other search engines got smart with tactics like keyword stuffing, and today, it's all about search intent.

There are four different types of search intent, and your keywords should align with them:

Informational Intent: The user is looking for information on a particular subject, such as "the history of Greece" or "how to start a business."
Navigational Intent: People often use a search engine to find a particular page, such as "Instagram login."
Transactional Intent: Users want to complete a specific action, usually to make a purchase. Examples include "buy Nike trainers" or "Pizza delivery".
Commercial Intent: Many people research websites before buying something, such as comparing reviews or looking for testimonials.

Once you understand your blog post's search intent, you can find suitable keywords. Tools like Moz will let you filter keyword suggestions based on intent, as you can see from the example below:

Finding reliable sources

All blog posts need reputable sources and up-to-date information, but knowing where to find those sources is essential. Linking to authoritative publications also improves SEO, meaning these publications link back to your website.

When linking to outside sources, you should always aim for:

Industry reports
High-authority content in your niche (industry newsletters, blogs)
Academic studies
The latest statistics

You should avoid linking to websites like Wikipedia, as they don't always have up-to-date information.

Outdated statistics can also cause issues, so make sure your blog post allows readers to dig deeper and provide them with credible information.

Step 3: Crafting A Killer Headline

Never (and I mean NEVER) underestimate the importance of a killer headline. It's the first thing your readers will see, setting the tone for your content.

Research shows that 80% of readers won't make it past the headline.

With these statistics, it's easy to see why so many people use click-bait words for their blog post titles. However, it's essential to understand your audience and ensure that you deliver what's expected.

Keep your blog post title real

Never make promises you can't keep.

For example, writing a blog post titled "Change Your Life in Three Simple Ways: Guaranteed Results" is a bold - and most likely - unsubstantiated claim.

But "7 Ways to Change Your Life" will interest your target audience and is more likely to keep them around for longer.

Optimize your headlines

When you write your headline, you'll also need to consider SEO. Including your primary keyword is essential to ensure the content gets ranked, but you want to avoid keyword stuffing.

Remember, you're writing for your audience first and the search engines second, so try to strike the right balance by making your headline appealing while ensuring the search engines understand what your content is about.

Use headline analyser tools

One of the best ways to ensure you create an engaging blog headline is by using an analyser.

For example, this tool from Monster Insights lets you input your headline and assess it based on SEO, the use of power words, and other factors.

Once you see how compelling your headline is, you can add power and emotional words to improve the score.

Ideally, you're aiming for a score of over 70:

Step 4: Building Your Blog Post's Structure

I know, I know. You're probably thinking, so when do I finally get to write my amazing blog post?

But structuring and outlining your content before you start the writing process can help you stay on track and ensure you include vital information for your readers.

Thinking of your blog as a story with a clear beginning, middle, and end can help you develop a structure that maintains engagement.

Create a blog post outline

A blog post outline is essentially a blueprint for your content. It lets you plan each stage out and ensures it's formatted correctly. Think about what you want to write and make sure each section is split into headings.

Don't feel like your first outline has to be the one you stick with, as you might discover new opportunities as you research and write the content.

However, creating a basic outline with clear H2 and H3s ensures the search engines understand the flow of your content and guide readers through each stage, maintaining engagement.

How does a blog post structure work?

If you're unsure of how to structure your blog post idea, you can follow this basic template:

1. H1 (headline)

The H1 is the first thing your readers will see, determining whether they will click on your content and continue reading.

2. Introduction

The introduction sets the tone and tells readers what to expect. You can also add a key takeaways section for readers who don't have time to read the entire post.

3. Body Content (Main Sections)

The core of your content should be split into clear sections that readers understand. Each main point should have an H2 subheading, and further points can be divided into H3s.

For example, a blog post about starting a new business could use the following heading structure:

H2: The Benefits of Starting a New Business

Introduce the section and provide a quick summary.

H3: You get to be your own boss

H3: Make a profit instead of earning a salary

4. Conclusion

Make sure your content has a strong ending where you summarise the key takeaways, reinforce your message and encourage your readers to take the next steps.

You should also add a call to action, such as directing your readers to more content, asking them to subscribe to your mailing list or downloading a lead magnet.

Step 5: Write Your Blog Post

So, now you've structured your blog post and created your headings, it's time for the most important part: creating engaging content.

Your audience won't stick around unless you retain their attention and maintain a consistent tone throughout the post.

Write an awesome blog post introduction

Remember the importance of your blog post headline? Well, the introduction can also make or break its success. People want to know what they're getting from the content, so share a surprising fact or ask a question.

Most importantly, don't exaggerate what your blog post will offer. In other words, don't promise the world unless you can deliver it to your readers.

Write an introduction that will make your post stand out.

Diagram of how to create an effective blog post

Set the tone and style

The tone of your content should reflect your industry and audience, but you'll notice that an effective blog post is usually conversational.

Even technical posts for advanced audiences maintain an informal tone because they keep readers engaged and ensure that people of all experience levels can understand your content.

Skip the jargon wherever possible, and remember, you're not writing an epic novel. If you don't need to say it, then skip it. Trust me, your readers will thank you for it.

Use these techniques to enhance readability:

Keep Your Paragraphs Short: Each paragraph should be two to four lines—unless you're breaking it up with bullet points. Nobody likes to read long streams of text, and it can be off-putting for readers.
Use Subheadings: When writing blog posts, remember to use clear subheadings to break the content into digestible sections.
Use Bold Text: You can also emphasise key points and keywords by bolding them. However, it's important to choose the key points but avoid going overboard with bold text.

Step 6: Optimize Your Blog Post For SEO

SEO is an essential component of blog writing, as the search engines need to understand what your content is about.

Failing to optimize your blog post means people won't find it unless they're actively looking for it.

Over 90% of people never click past the first page of Google results, which means optimizing your blog post is vital to ensure your content is found and seen.

However, SEO isn't a sprint; it's a marathon. You won't see results immediately after writing your first blog post; achieving high SERP rankings can take months.

These tips will set you on the right path.

Include on-page SEO

On-page SEO helps readers discover your blog content and tells the search engines what it's about. Here are the key on-page elements to focus on:

Title Tag: The blog title tag is a crucial on-page element, and it should contain your primary keyword. Try to keep this keyword at the beginning and aim for a title tag of around 60 characters—anything longer will not show in the search results.
Meta Description: The meta description entices readers to click on our content, so it should focus on engaging content with natural keyword placements. Try to keep the description to 155 characters to avoid the SERPs cutting it off.
URL: When you create URLs, they should include your keyword but also be short. For example, instead of using your whole title, use the keyword and ensure the URL describes what your content is about.

Using free title tags and meta description analysers like WebYurt ensures you don't exceed the character count.

Use keywords wisely

One of the key rules of SEO is not to stuff keywords. Despite this, people still do it, and it impacts their content. The best blog posts focus on providing a great experience for readers first and optimizing for the search engines second.

While keyword research tools can help you isolate key terms and understand search intent, SEO writing tools are beneficial for optimizing your content and ensuring the search engines will rank it.

Both Surfer SEO and Neuron Writer are ideal for small businesses, with Neuron Writer being the more affordable solution.

Step 7: Incorporate Visuals

Visuals add interactive elements to your content, break it up, and explain complex concepts. Blog posts with images can achieve up to 94% more views (Red Website Design).

Here's the thing, though: generic stock images and GIFs just won't cut it anymore. Just like you need to write engaging blog content that provides helpful information for readers, every image you use should serve a purpose.

The best visual elements that will bring your blog post to life:

Screenshots: Whether you're trying to explain complex theories or are writing a how-to post, screenshots can help your readers understand concepts and digest information.
Infographics: Using infographics is a great way to explain processes or convey data. They can also attract backlinks from other publications, enhancing your online presence.
Memes & GIFs: Adding memes and GIFs to your content is ideal for creating an informal tone. These visuals can resonate with younger audiences while also adding some personality.
Original Illustrations: While more expensive, using original illustrations can make a post stand out and highlight your branding.

TOP TIP: AI tools are now making original illustrations more accessible. For example, you can use Open AI to create photos based on prompts or leverage Napkin AI, which generates graphics from your text.

Optimize your visual elements

When you include images in your blog posts, you need to optimize them for the search engines. There are three key things to remember here:

diagram showing visual elements for blog posts

Compress Images: Large images can impact page load times and compromise UX. Tools like TinyPNG will compress your images and ensure faster page loading times.
Optimize File Names: You don't need to go crazy with keywords here, but make sure each file name is relevant to the image.
Use Alt Text: Alt text explains your images and enhances user accessibility. Try to avoid keyword stuffing here and focus on clearly explaining the images.

Step 8: Reviewing and Editing Your Post

Every post you create should go through an extensive editing process. From reviewing the body of your post to ensuring each paragraph flows, the editing process is your opportunity to make your blog post better.

Key things to look for when editing your content:

Structure: Does each section flow logically? Maybe you've noticed a better way to write the introduction. Don't be afraid to make changes because it's the perfect opportunity to improve your content.
Clarity: The meat of your blog post should be easy to understand, with complex topics simplified. If you notice excess jargon, make sure you cut it down.
Voice and Tone: Think about the voice and tone you're trying to convey. Is it consistent throughout the blog post? Going from formal to informal can put your audience off, so maintain the same tone.
SEO: While it's vital to optimize your post for search engines, using keywords excessively can actually damage your ranking potential. Check that your keywords are placed naturally throughout the text, and use an SEO editing tool to deoptimize where necessary.

Combing manual checks with editing tools

If you're wondering whether it's best to manually check your content or use editing tools, trust in both is the answer.

Using tools like Grammarly can help you identify spelling and grammar errors, but manual editing is beneficial for ensuring your content reads like a human.

I always find it helps to read my content out loud before publishing it because it lets me make changes and identify any issues with the flow.

Step 9: Publish and Promote Your Blog Post

Now it's finally time to publish your blog post - but it doesn't end there. Sure, you can hope that people will find it, but knowing how to promote your content can help you attract more readers.

Also, SEO results can take months to appear, but using social media and paid advertising is excellent for short-term results.

Social media platforms

When sharing your content on social media, it's important to post regularly and ensure the platform matches your audience. Repurposing the blog post will provide more social opportunities, as you can split it into short-form content.

The best platforms to use include:

LinkedIn: As the go-to networking platform for professionals, LinkedIn is the best place to post B2B content.
Instagram: Instagram is a powerhouse for creative industries, as it showcases visual content.
Facebook: As the largest-reaching social media platform, Facebook can sometimes feel like you're the needle in a massive haystack. However, using the boost post feature can help your content stand out.
Pinterest: While Pinterest isn't the most popular platform, it's ideal for conveying ideas for blog posts and creating eye-catching visuals.

Graphic illustration showing the different social media platforms

Paid advertising

Use PPC (pay-per-click) advertising to boost your blog post. While it requires an investment, solutions like Google Ads and social media advertising are ideal for short-term results and giving your content the traction it needs.

Think of it like this: PPC is ideal for a short-term boost, while SEO delivers long-term results.

Which Type of Blog Post Works Best?

The best thing about blogging is that there are so many formats to explore. Whether you want to entertain your readers, provide helpful information, or convey your ideas in another way, you'll be able to convey your ideas by choosing the right format.

Lists

The classic list post—also known as a listicle—is an ultra-popular format because it's digestible and outlines key points for readers. Today's readers have notoriously short attention spans, but listicles are easy to skim.

They also help you create winning headlines. For example:

5 Top First Date Tips
10 Ways to Promote Your Business

Screenshot of a listicle 10 pieces of dating advice

How-to Guides

If you want to create a blog post that people will read, how-to guides are always a great choice. They provide essential information on various topics and can be ideal for engagement.

However, to create a post that people will read, you'll need to include valuable information and ensure the content is digestible.

This blog post you're reading right now is a how-to guide.

Content Hubs

A content hub can be challenging to create, but it's one of the most effective SEO strategies and ensures your readers have everything they need to explore a topic in-depth.

Each hub page links to other blog posts or sub-pages, creating an extensive resource section for readers.

For example:

Hub Page: The Ultimate Digital Marketing Guide For Small Businesses

Spoke Pages: Building A Website, Creating A Brand Identity, SEO For Beginners

News

News posts are valuable for businesses of all sizes because they keep your audience updated and convey key information about your business.

Creating a news section is also beneficial if you're in an industry that experiences frequent trends or compliance changes. It can transform your website into a go-to place for information.

screenshot of an accountancy firm's news section

Data and Statistics

Statistics and data posts are absolute powerhouses for your linking strategy. What do writers need when they're creating content? Sources.

So, if you create a blog post that provides a range of key statistics, you can expect ongoing linking opportunities.

You can also add graphics to provide visual context for your readers, like the example below:

Screenshot of a UK small business demographics blog post

Case Studies

Case studies are popular ways for businesses to demonstrate the lasting impact of their products and services. Proof is vital for prospective customers, and creating a high-quality case study can increase your conversion rates.

However, providing context for your readers and explaining how the products and services benefitted their long-term goals is important.

Reviews

Last but not least, is the mighty review post. This form of content is great for commercial search intent, as it allows readers to explore their options and make a decision based on the information you provide.

You'll notice niche websites often use review posts, but they're also ideal if you offer products, as you can include your website in the review.

screenshot of a review post 23 tools for small businesses

Is it Best to Go it Alone or Use a Professional Blog Writer?

As you can see, the blog writing process can be stressful and take time to nail down the key components.

While some small businesses create their own blog posts, many choose to hire a professional writer because it saves time and allows them to focus on other business areas.

Going it alone pros:

You can save money
There's no need to outsource
You know key areas of your business

Going it alone cons:

You'll need to invest plenty of time
Failing to post consistently can impact your online presence
SEO is a complex process that takes years to learn

Using a professional writer pros:

You won't need to worry about investing any of your time
SEO content writers know how to optimize your content
It's easier to get results

Using a professional writer cons:

Professional blog writers cost money
You might need to provide guidance in terms of your business

Ready to Write Your Next Blog Post Like a Pro?

Hopefully, my expert guide to writing a blog post gives you plenty of advice that you can put into action. Whether you're new to blogging or want to get better results from your content, these tips simplify the process.

Here are some key tips to put into action when you write your next post:

Think about the purpose of your blog post, and remember to factor in search intent to ensure you convey the right information.
Choose high volume low competition keywords wherever possible and align them with search intent. Long tail keywords are ideal for small businesses as they can result in higher rankings.
Conduct thorough research before you start writing and look at your competitors. Take note of any elements they're missing out on.
Remember to create the structure before crafting a blog post and outline your content. It ensures you stay on track with the initial idea of what the post should offer and supports SEO.
Write like a person and maintain a conversational tone throughout the post. Remember to use your keywords sparingly and avoid stuffing.
When editing your content, use common sense and don't rely solely on editing tools. Read it aloud and make changes where necessary.
Use original visuals and graphics that convey key concepts; don't be afraid to get creative. Just make sure that you optimize your images and compress large files.
When publishing your content, choose appropriate social media platforms for your brand. Investing money in boosting your content or using PPC can help it gain traction.

Supercharge Your Blog Writing With My Free Checklist

Ever wish you could just know your blog posts are going to land well? Forget stressing over every tiny aspect – imagine having a simple way to confirm you've covered everything important.
That's where this checklist comes in. It's your guide to creating blog posts brimming with valuable content, so you can be sure you're using your time and energy effectively.
Want to take the guesswork out of blogging? Click the button below for your 100% free checklist today.

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FAQs

How long should a blog post be?

There is no set length for your blog post, as it depends on multiple factors, including the blog's purpose and what your audience expects.

For example, short posts are best when you want to entertain readers, while long-form content is ideal for how-to guides and reviews.

Remember to focus on value and ensure you cover essential information when you write the post. Writing to simply fill a word count means you could be giving your readers a lot of fluff - and nobody wants that.

How do I know what blog topic to write about?

It's all about your target audience and what they want/need. Ask yourself about their common problems and use the search engines for inspiration.

Google has an autocomplete feature that can show you what people are asking about.

Screenshot of Google autocomplete for small business query

Tools like Answer the Public and Also Asked can help you ensure each new post you create serves a purpose.

How often should I publish?

Posting blog content frequently can be beneficial as it keeps your readers engaged, but quality matters more than quantity. For example, one post full of helpful information is more powerful than ten posts that don't cover a topic.

So, if you can only commit to one post every month, write authoritatively and ensure each reader has a positive experience.

Do I really need to worry about SEO?

Absolutely— if you want people to find your blog posts. Not optimizing them will impact your ability to rank, limiting organic visibility.

However, over-optimizing your blog post might limit your visibility, so it's about finding the right balance between quality and optimization.

Can I use AI tools to help write my blog posts?

AI tools can be beneficial for researching and outlining content, but it's a good idea to avoid a blog maker that will create the entire post for you.

Why? AI relies on pre-existing data, which means you're not giving your readers a unique and original perspective.

Using tools like ChatGPT can help you create blog post templates that simplify the writing process, but they also stifle your creativity.

What if I’m not a confident writer?

Many people think blogging will be easy, but it's different from creative writing and other forms of content. As with all things, learning how to create high-quality content takes time, and your first blog post will always lack important elements.

However, practice makes perfect, and you'll gradually learn how to create blogs that resonate with your audience. If you need some extra help, my content writing services are always here.

Should I include images in every blog post?

Yes, you should. Visuals improve your content by making it more engaging and breaking down complex topics. In fact, not using visuals can impact reader experience, as nobody wants to consume streams of text.

What are the best types of blog posts to write?

It really depends on your goals and what your audience expects. List posts are ideal for entertaining and short-form content, while how-to guides can solve complex problems.

If you want to provide your users with a great experience, it's best to offer a range of formats. This ensures that your content meets all search intent and caters to all your audience segments.

Is it better to hire a professional blog writer?

If you don't write regularly or fail to cover topics in depth, the time and energy you invest in blogging might not provide any results.

Hiring a professional writer can be beneficial if you ensure that each post shares valuable information for your readers. It can also save you time and money.

How to Write A Blog Post Like An Expert: Step-By-Step Guide

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