How to write an awesome SEO blog post every time (7 foolproof steps that actually work!) 

woman writing blog post

Need tips for writing a blog? 
A blogpost is one of the most useful marketing tools you can have.  
Company blog posts can help you: 

  • Show up in search results 
  • Provide you with extra content to share on social media 
  • Attract links from other websites and influencers 
  • Show your audience your expertise  
  • Establish you as a thought leader in the industry 

But to have all these benefits, they need to be written well!
So… here are 7 steps you need to make sure you follow if you want your blog posts to be the incredible marketing machines they have the potential to be. 

What is SEO copywriting?

Have you ever wondered why some blogs are in the top 3 of Google’s search page and other blogs aren’t? 
SEO copywriting is a way of writing content for websites that helps it rank higher in search engine results. It involves using specific keywords, phrases and formatting that Google prefers. 
Remember, Google is a search engine made for users. It wants to make sure it is only promoting the best content on the first page, especially in the top 3. SEO copywriting is a practice that ensures content is written with the Google algorithms preferences in mind AND the human reader.  
Essentially, it’s writing that is friendly to both humans and search engines. 

Content that is NOT SEO friendly:

an example of not to write a blog post

Notice the poor formatting, the lack of a H1 title, and a disengaging tone of voice? 

(An H1 title in web development is the title of a webpage. It’s defined using HTML as the “Heading 1” tag and is crucial for both visual presentation and search engine optimisation.) 

Content that IS SEO friendly:

an example of how to write a good SEO blog post

Notice the clear H1 with an exciting, engaging title? 
The rhetorical question really grabs the reader’s attention, and the bullet point list allows them to get the information they need quickly, making for an easy read.  
Ask yourself, which one would you rather read? 

1. Pick the right topic

It’s going to take you a little time to start a blog post, so you need to ensure you write about something people are likely to want to read – otherwise, you’ll waste your time writing content nobody will ever see. 

Rather than just relying on your gut or what you think people want to read about, do some research to find out exactly what your audience wants to know.  

You can research the most commonly searched for questions online and write blogs that answer those questions. This will help you rank in search results for searches relevant to your business while simultaneously writing an article someone wants to read. 

You can use free tools like Ubersuggest or AnswerThePublic to find common searches or paid tools like SEMRush, MOZ and Buzzsumo to get a bit more detail that can help you craft an even better blog piece.

2. Think about your formatting

Your blogpost should be written with SEO in mind. Search engines like Google utilise algorithms that favour content following specific guidelines. By aligning your content with these guidelines, you increase the likelihood of being elevated in search rankings, resulting in greater visibility among a broader audience. 
So how do you do this? 

  • Write an engaging introduction and include an exciting statistic 
  • Make sure to format titles as H1, subheadings as H2 and minor subheadings as H3 or H4 
  • Keep paragraphs around 5 or 6 lines in length max, so they’re easier to read on varying screen sizes 
  • Include bullet point lists 

To help you rank in search results, take a look at what formatting the current top-ranking blogs are using and try to mirror or improve upon it – if it’s ranking highly it’s likely that both users and search engines like the formatting of that content. 

3. Write an engaging title

No matter how people find your blog (in search results, on social media, in an email, etc), there will be another blog competing for their attention. This is why you must take a bit of time to create a title that is as engaging as possible. 
One of the key things you should always include in your title is the focus topic – if the title doesn’t tell the reader what topic the blog is about, the reader isn’t going to know whether or not they want to read it.  
The title is a key place that search engines like Google look at to understand which results will provide relevant answers for the reader. 
Once you’ve got your focus topic (i.e. keyword) in the title, you can make it more engaging by: 

SEO title tipsExample
Adding numbers“7 steps to using Canva” 
Adding brackets“How to use Canva (7 tips that actually work)” 
Asking a question“How do I create a social media post on Canva?” 
Using emotive words“Scared of graphic design? Discover how Canva can help” 
Adding context words“How to use Canva for beginners” 
Using active language rather than passive“How to create an awesome Canva post” 
Adding brand or celebrity names“How to create Beyoncé-level Canva graphics” 

Come up with a variety of different title options and run them through a tool like the Sharethrough Headline Analyzer or Coschedule Headline Analyzer to see which one is the strongest. 
Make sure your title is in title-caps format, Google prefers this! 

4. Make good use of headers

Within your blog post, you should be using headers to separate each section of content for your readers and give search engines a summary of what your blog is about. 
Most readers will skim content before properly reading it to figure out if: 
a) This blog has the information they’re after 
b) There’s a section they can jump to that answers their question quickly 
They can’t do either of those easily if they’re met with a solid block of text that all looks the same. 
Both readers and search engines also use headers to form an initial understanding of what information you’re sharing. 
Search engines will even go as far as using the headers in your blogs to form their own lists when providing quick answers in featured snippets and PAA results. If you’re featured as a PAA result, you can proudly say your blogpost is a success!  

5. Include internal and external links

Google LOVES an informative blog, so make sure to include some internal and external links to send your readers to continue their learning journey.  
You can also use this as an opportunity to link to your other blogs to show-off your repertoire of blogs, so people can explore the information you put out.  
Pro-tip! Make sure your anchor text should be descriptive, short and sweet. 
By providing the link in your blog, you’re saving the reader time and effort they’d have to put in themselves to track that information down – a big plus for the user experience and more engagement/traffic for you. 
It’s a win-win! 

6. Have an engaging Call to action (CTA)

We said at the start that blogs are one of the most valuable marketing assets you can have.  
So, let’s remember that these are marketing assets and make sure we have a clear call to action for the reader. This can be as simple as to get in touch, download a resource or buy a product. 

A good call to action will:Example:
Start with a commanding verb e.g. “order, download, find out, contact us”.“Contact us to find out more about our service” 
Show emotion with words and punctuation. “Discover how we can transform your business” 
Give your audience a reason to take action with you and no one else i.e. use your USP. “Contact us for one of the most affordable quotes in the industry” 
Put a limit on the offer that makes readers fear missing out. “Call us now for a personalised quote with 10% off! Offer lasts till March 23rd so don’t miss out!” 
Consider what the audience wants, do they want more information, a sale, a free resource? “Sign up now and receive a FREE guide on how to conduct effective client meetings” 

7. Choose a good featured image

Website imagery helps build a strong brand image. A website should be an immersive experience where you show what your business is about.  
The featured image is the main one that displays next to your blog title when shared on other websites and social media platforms. Along with the title, this can be a big factor in whether a potential reader chooses to click on your blog or not. 

A good featured image for your blog will:

  • Align with the rest of your website imagery 
  • Be relevant to the article topic 
  • Be eye-catching & stand out 

Example of a BAD featured image:

an example of a bad featured image for your blog

Although the image is relevant to the context of shopping, it is a bit one-dimensional and completely lacks emotion! 
The heading says ‘fairytale wedding’, and the opening text says ‘enjoyable wedding dress shopping experience’, so the featured image should reflect this.  
Example of a GOOD featured image: 

an example of a good featured image for your blog

Contrary to the previous image, this image features a bride who looks like she is living her fairytale, enjoying her shopping experience. 
The image is high quality, looks professional and reflects the title and opening sentence.  
The ideal scenario is that you’ll have original imagery to use for every piece of content – but not everyone has that option. 
Stock imagery is most commonly used to populate featured image slots on blogs. But if everyone is using the same pool of stock images, nothing is going to stand out. If you have to use stock imagery for your blogs, try to find one that hasn’t already been used by your top competitors.  

Bonus tip: Professional SEO content writing services

SEO article writing requires time, practice and skill, which can be difficult to balance when running a business. Curious to know more? Check out our Content Marketing Archives
Hiring a professional SEO content writer can REALLY take your blog and business to new heights, and save you a whole lot of time, trial and error. 
Contact us for more information on our SEO content writing services, WE can help improve your online presence and YOU can enjoy the benefits! 

Kasib Tahir – Digital Marketing Assistant
Digital marketer specialising in SEO writing, with a love for fashion and Lana Del Rey.