How to Write a Blog Post

Blogging is still one of the most effective ways to drive long-term, organic traffic. But the way you write blog content that actually ranks has changed. A lot.

Five or ten years ago, you could throw together a keyword-stuffed post, hit publish, and have a shot at ranking.

Today, that approach gets you nowhere. Google is smarter. Readers are more skeptical. And the competition is fierce.

That said, blogging still works. In fact, it’s one of the highest-ROI channels I’ve used in over a decade of doing SEO. You just need to shift your mindset.

Instead of writing for Google, you need to create content that genuinely helps your readers while sending the right signals to search engines.

This tutorial walks through the exact process I use to write blog posts that rank.

Whether I’m helping a client in a competitive niche or publishing for my own projects, this is the playbook.

It covers everything from choosing the right topic to promoting the final article. It’s built on experience, not theory.

Let’s dive in.

Step 1: Pick a Blog Topic That’s Actually Worth Writing

If the topic is wrong, the post will fail. I don’t care how polished your writing is. If no one is searching for the topic, or if it’s something you have no authority to cover, you’re wasting your time.

That’s why I always start with keyword research. But I don’t just chase high-volume keywords. I look for topics that check three boxes:

• There’s proven search demand
• The competition level fits the strength of the site
• I have something valuable or unique to say about it

Let’s say I’m working on a gardening blog. I’ll open Ahrefs and plug in seed phrases like “container gardening,” “grow tomatoes,” or “balcony plants.” Then I filter for keywords with solid volume but lower keyword difficulty.

A term like “how to grow tomatoes on a balcony” might show up with 500 monthly searches and a Keyword Difficulty of 10. That’s a great target for a newer site. It solves a real problem, and it has enough specificity to create content that stands out.

The biggest mistake I see? People chase broad, high-volume terms like “SEO” or “gardening tips” thinking they’re gold. But those terms are usually too competitive and too vague. Start narrow. Focus on winning small, then build from there.

Use Ahrefs Content Explorer to Spot Popular or Declining Topics

Ahrefs Content Explorer is one of the most underrated tools in the whole platform. I use it to see what kind of content is working well in a given niche and what’s starting to lose traction.

If I’m researching a topic like “balcony tomatoes,” I’ll plug that into Content Explorer, filter by English content in the last two or three years, and sort by backlinks or social shares. That shows me what angles or formats have already proven to work.

I also use it to spot declining content. If a top-performing post is starting to lose organic traffic, that’s a sign the info may be outdated. That can be a signal to either update your own content or go after the same keyword with something better and more current.

This tool is especially useful if you’re planning a content refresh or want to spot opportunities your competitors haven’t jumped on yet.

Step 2: Make Sure You Understand the Intent Behind the Keyword

Before I write a single word, I always Google the target keyword and study the top results. This takes five minutes, and it tells you exactly what kind of content Google wants to rank.

You’re looking for clues about search intent — in other words, what the person is really trying to accomplish when they search that phrase.

For example, if I search “how to grow tomatoes on a balcony” and the top five results are all step-by-step how-to guides with lots of photos and tips for beginners, that tells me something. It means Google sees this as an informational query, and users want a complete walkthrough.

If I wrote a short product review or a generic article about tomato varieties, it would miss the mark. Even if the writing was great, the post wouldn’t rank because it didn’t match what people were looking for.

Matching search intent is not optional anymore. Google’s algorithms are built to surface content that satisfies the user. If your post doesn’t do that, it’s invisible.

I’ve seen client posts flop because they misunderstood intent. They targeted good keywords, but wrote content that didn’t fit. After rewriting the same post to align with what searchers actually wanted, rankings and traffic jumped almost immediately.

Step 3: Understand What Makes Content Rank in 2025

Once you’ve nailed your topic and aligned with search intent, the next step is understanding what Google actually rewards. This is where most people get tripped up. They think ranking is all about keywords or word count. It’s not.

Here’s what matters now.

Google Prioritizes People-First Content

If you take one thing from this tutorial, it should be this: write for humans first. Always.

Back in the day, you could get away with writing content that was technically about the keyword, but offered no real value.

That doesn’t work anymore. Google’s Helpful Content updates changed everything. The algorithm now filters out anything that feels shallow, repetitive, or clearly written to manipulate rankings.

What does people-first content look like? It’s content that:

• Solves the reader’s problem clearly
• Delivers original insight or firsthand experience
• Leaves the reader feeling like their question was fully answered

When I’m reviewing a draft, I ask myself: would I be proud to put my name on this? If someone found this post through search, would they leave satisfied or frustrated? That gut check is more useful than any SEO checklist.

E-E-A-T Is Not Just a Buzzword

If you’ve been around SEO for a minute, you’ve probably heard of E-A-T. That stood for Expertise, Authoritativeness, and Trustworthiness.

‍Google recently added another E to the front of that acronym: Experience.

And it matters more than people realize.

Here’s how I apply it in practice:

• If I’ve done the thing I’m writing about, I make that clear
• If I reference a stat or technique, I link to the original source
• If I’ve seen clients struggle with something, I talk about it directly

This is especially important for competitive or sensitive topics like health, finance, or legal advice. But I apply the same standard to everything I write. Trust keeps people reading. It also keeps your content in the rankings.

You don’t need formal credentials. You just need to show that you’ve done the work and know what you’re talking about.

Forget Word Count — Focus on Depth

One of the biggest myths in SEO is that long content always wins. Some people shoot for a fixed number, like 2,000 words, thinking it’s the sweet spot.

That approach misses the point.

What matters is how well you cover the topic. If it takes 900 words to deliver a great answer, that’s what you should write. If the topic needs more depth, take the time to do it right.

I’ve had shorter posts outrank bloated guides because they stayed focused and delivered what the reader needed. Quality beats quantity every time.

Backlinks and Freshness Still Matter

Content quality is the foundation, but there are two other things I always think about: backlinks and freshness.

Backlinks are still one of the strongest indicators of authority. If other sites link to your content, Google takes that seriously.

You don’t need hundreds of links. A few from trusted sites can be enough to move the needle, especially if the post already does a good job of matching intent.

Freshness is a signal too. Google wants to surface the most useful version of a page.

I’ve seen posts drop off after a year or two, not because the topic changed, but because the content started to feel stale.

Once I updated the post with better structure, newer examples, or updated stats, rankings usually recovered.

The bottom line is this: content is not a one-and-done asset. You have to revisit and improve it if you want it to keep performing.

What About AI-Generated Content?

Google’s current stance is pretty simple: AI content is fine, as long as it’s actually helpful. They’ve moved away from saying content must be written by people. What they care about is quality, clarity, and trustworthiness.

That means using tools like ChatGPT or other AI writers isn’t a problem, but you still need to be the editor. AI can help with outlining or rough drafting, but it won’t replace your experience, your voice, or your ability to spot bad advice.

If you’re going to use AI in your process, treat it like a writing assistant, not an autopilot button. Always fact-check the output, rewrite sections where needed, and make sure the final post reflects your real-world experience. That’s what builds trust. That’s what ranks.

Step 4: Outline Before You Write

This is where structure starts to matter. A solid outline saves you time, keeps your post focused, and helps you avoid missing key points. It also makes editing way easier later on.

I never start writing without one.

Here’s how I build an outline that works.

First, I look at the top-ranking posts for my target keyword. I’m not copying them, but I am studying what subtopics they cover.

If every high-ranking article includes sections on common mistakes or step-by-step instructions, I know those need to be in mine too.

Then I run the keyword through a tool like Ahrefs and check two features:

• The “Also talk about” report, which shows related terms that commonly appear in top-performing posts
• The Content Gap tool, where I plug in a few top URLs to see what keywords or subtopics they all share

This gives me a real-world checklist of what the post should probably include. From there, I map out a basic flow.

Let’s say I’m writing “How to grow tomatoes on a balcony”. My outline might look something like this:

• Introduction: Who this guide is for and what they’ll learn
• Tools and materials you need
• Step-by-step planting instructions
• How to handle sunlight, watering, and fertilizer
• Common issues like pests or diseases
• Troubleshooting tips
• Final care checklist

I’ll also decide what angle I want to take. Maybe I’m writing it specifically for apartment dwellers. Maybe I’ll frame it around getting high yields from small spaces.

That positioning helps the post stand out, even if the core topic has been covered before.

Step 5: Write the First Draft Without Overthinking It

With the outline done, it’s time to write. This is where most people freeze up. They get stuck trying to make the first paragraph perfect, or they obsess over keyword placement.

I’ve learned to write fast first, edit later.

When I’m drafting, I focus on expanding each bullet point from the outline into clear, useful paragraphs. I imagine I’m explaining the topic to someone who has zero context.

That helps me stay clear, skip the jargon, and build trust with the reader.

Here’s what I’m looking for while writing:

• Am I giving the reader actual value, not filler?
• Can I add a personal insight or example to back up what I’m saying?
• Does each section lead naturally into the next?

If I get stuck on an intro, I skip it and write the body first. I’ll often use a simple framework like Problem, Agitate, Solution later to write the opening once the rest of the draft is done.

This stage is about getting the full post down, not polishing. Don’t worry about SEO tweaks yet. Just focus on making the content genuinely useful and complete.

Step 6: Edit Like It’s Your Reputation on the Line

The first draft is about getting ideas out. The editing phase is where I turn it into something that can rank, get shared, and earn links.

When I edit, I’m not just fixing typos. I’m looking at structure, clarity, tone, and flow. I want the post to be sharp, helpful, and easy to read from start to finish.

Here’s my editing process.

Step 1: Let it breathe
If I can, I give the draft a little space. Even a few hours away helps me come back with fresh eyes. I catch more issues that way.

Step 2: Read it like a beginner
I imagine someone who’s never heard of the topic. Would they feel lost? Is there too much jargon? If anything feels confusing or bloated, I simplify it.

Step 3: Read it out loud
This is one of the best editing tricks I know. Reading out loud helps catch awkward phrasing, run-on sentences, or spots where the rhythm feels off. If I trip over a sentence, I rewrite it.

Step 4: Cut the fluff
I look for filler words, repeated points, or overexplained ideas. If a sentence doesn’t add value, I trim it. Brevity is power.

Step 5: Format for readability
I break long paragraphs into smaller chunks. I add subheadings that clearly describe what’s coming next. If there’s a list of steps or tools, I format it as a list. Clean formatting keeps people engaged and makes the post feel more useful at a glance.

Step 6: Check for trust signals
This is where I ask myself: have I backed up my claims? Have I added examples or real experience where it counts? Did I link to reliable sources if I cited data? These are the little details that show readers (and Google) the content can be trusted.

If I include images or diagrams, I make sure they’re clear and relevant. I also check that they’re optimized for fast loading and have proper alt text.

Step 7: Write a Headline That Deserves Clicks

Your headline is the first thing people see in search results, on social media, and in email. It decides whether someone clicks or scrolls past.

A good headline needs to do two things:

1. Make the topic clear
2. Make the value obvious

I like to keep my titles simple and specific. I include the main keyword and give readers a reason to care. You’re not trying to be clever. You’re trying to be clear.

Here are a few headline formulas that work:

• How to [Do Something] Without [Pain Point]
• [Number] Ways to [Achieve Outcome] That Actually Work
• The Complete Guide to [Keyword] for [Audience]

For example, instead of “Tomato Growing Tips,” I’d go with something like:

How to Grow Tomatoes on a Balcony: Step-by-Step for Apartment Gardeners

It hits the keyword. It tells you exactly what to expect. And it hints at a useful guide, not just a random list of tips.

If I’m stuck between a few variations, I’ll ask people in my circle which one they’d click. Sometimes I test them in an email subject line to see which version gets more opens.

The headline is not a throwaway. Take the extra few minutes to get it right.

Step 8: Run a Final On-Page SEO Check

Now that the post is written, edited, and titled, I go through a short checklist to make sure it’s optimized for search.

This part isn’t about gaming the algorithm. It’s about making sure Google understands what the page is about and can actually index it.

Here’s what I look at.

1. URL

Short, clean, and includes the main keyword. For example:‍

yourdomain.com/grow-tomatoes-balcony‍

Avoid long strings or unnecessary words. Keep it readable.‍

2. Meta description

I write a short summary of the post (around 150 to 160 characters) that includes the main topic and gives people a reason to click. Think of it like a mini ad for the post.

Example:‍

Learn how to grow juicy tomatoes on your balcony with this beginner-friendly guide to planting, care, and harvest.‍

3. Headings

I make sure my subheadings are clear, descriptive, and aligned with the structure of the post. If I can naturally work in related terms or common questions, I do.‍

4. Keyword placement

I don’t overthink density. I just check that the main keyword appears in the title, the first paragraph, and maybe one or two subheadings. It also helps to include variations and synonyms where it fits naturally.‍

5. Internal links

‍If I have other posts that are relevant, I link to them. This helps with site structure and keeps people on the site longer. I’ll also go back to older posts and link forward to the new one when it makes sense.

6. Image optimization

I compress images for fast loading. I add descriptive alt text. Nothing fancy — just enough to explain what the image shows.

7. Mobile preview

Before I hit publish, I preview the post on mobile. If something looks off, I fix it. Google uses mobile-first indexing, so the mobile version needs to be tight.

Step 9: Publish and Check the Basics

You’ve done the hard work. Now it’s time to get the post live.

Before hitting publish, I always do a quick technical pass:

• Preview the post on both desktop and mobile
• Check spacing, formatting, and image display
• Test all links
• Make sure the page loads fast
• Confirm it’s being added to the XML sitemap

If everything looks good, I hit publish. Then I use Google Search Console to inspect the URL and request indexing. That helps speed up the process of getting it into Google’s system.

This whole step only takes a few minutes, but it avoids a lot of surprises down the road.

Step 10: Promote the Post Like It Deserves to Rank

This part gets skipped way too often. People write a great post, publish it, and wait. That almost never works. Google needs signals. People need to see the content.

Here’s what I do right after publishing.

Share it on social and in communities

I post to my main channels, but I also think about where the audience already hangs out. That might be a relevant subreddit, Facebook group, Discord server, or forum. I never spam. I just join the conversation and share if it fits.

Send it to your email list

Even a small list can help get those first few views and shares. I’ll usually write a short teaser and include a link with one strong takeaway.

Reach out to people or brands you mentioned

If I referenced someone’s tip, stat, or product in the post, I let them know. A quick email or social tag like “Hey, just wanted to say I mentioned your advice in my latest post” can go a long way. Sometimes they’ll reshare it. Sometimes it turns into a backlink. Either way, it helps build relationships.

Repurpose the content

I might turn the post into a short video, a few tweets, or even a visual for Pinterest or LinkedIn. It’s the same content, just repackaged to meet people where they are. All of those can lead back to the main article.

Look for backlink opportunities

This is more advanced, but worth doing if you’re serious about SEO. I use a tool like Ahrefs to find other sites that link to similar content. Then I send a simple, non-pushy email explaining that I’ve written something fresh or more complete, and ask if they’d consider checking it out.

Even if only a few people respond, those links can help the post climb in the rankings.

Final Thought: Treat Every Post Like a Long-Term Asset

If you’ve made it this far, you now have the full playbook. This is the exact process I use to create blog content that ranks, drives traffic, and actually helps people.

Most of the posts that bring results didn’t blow up overnight. They performed because I treated them like assets.

I updated them, improved them, and adjusted based on how they were doing. A blog post isn’t something you publish and forget. If you keep it useful and up to date, it can drive traffic, leads, and backlinks for years.

The key is to stop thinking like an SEO technician and start thinking like a problem solver. You’re not just publishing content. You’re answering real questions with clarity and experience.

When you pick the right topic, match the intent, and create something genuinely helpful, the results follow. Maybe not instantly, but consistently. That’s how you build authority and momentum that compounds over time.

Don’t chase trends. Focus on doing the fundamentals better than everyone else. Treat every post like it matters, and eventually, it will.