How to write SEO-optimised blog posts that rank
Writing a blog post is one thing, but getting it to rank on search engines like Google is another. SEO (otherwise known as Search Engine Optimisation) is the key to making sure your blog posts get seen, drive traffic, and engage your audience - ultimately helping them along your marketing and sales funnel.
In this quick guide, I’m going to run you through the essentials of writing SEO-friendly blog content that actually makes a difference to your website’s discoverability online.
Start with keyword research
Keyword research is the backbone of any good SEO strategy. Before you even think about writing anything, it's important to know what your audience is searching for. Tools like Google Keyword Planner, Semrush and Moz can help you find relevant keywords with decent search volume and less competition.
As you conduct your research and identify topics to discuss in individual posts, try to look for a mix of primary keywords (the main focus of the blog) and secondary keywords (related terms that support your topic). For example, in this post, the primary keyword might be ‘SEO-optimised blog posts’, while secondary terms could include ‘improve blog rankings’ or ‘SEO techniques for blogging’.
Tip: Focus on long-tail keywords (phrases of three or more words) as they tend to be more specific and easier to rank for.
Create an optimised, engaging title
Your title is the first thing people see, and we all know first impressions matter! For that reason it needs to do two things: grab attention and include your primary keyword. The title of this post, "How to write SEO-optimised blog posts that rank," is clear and gives my readers an idea of what they’ll learn, while also including the keyword.
Make sure your title sounds natural and doesn’t feel like you’ve forced keywords in just for the sake of it.
Write content people want to read
The best way to get your blog ranking higher is by writing high-quality content that actually provides value. No one wants to click on a blog only to find out it’s just packed full of meaningless words. Audience intent when it comes to searching and reading blogs is often focused on seeking informative content - so you have to deliver.
Search engines (like Google) reward content that’s useful, informative, and relevant.
Here’s how to make sure your content is working for you:
Use your keywords naturally throughout the post, especially in headings, the introduction, and body. But don’t overdo it - aim for a 1-2% keyword density.
Write for people first, search engines second. Your content should flow naturally and provide real information, not just tick SEO boxes.
Structure your post well by using headers, short paragraphs, and lists to make it easier to read and navigate.
Use headers to improve SEO and readability
Search engines use headers (H1, H2, H3, etc.) to understand the structure of your post. Optimising your subheadings with relevant keywords not only helps with SEO but also makes your content easier for people to scan and read.
Include internal and external links
Internal links (which lead to other pages or posts on your site) help search engines understand your website better and keep readers on your site longer by jumping them around your domain. External links to authoritative sources show search engines that your post is well-researched and reliable, which gets them to trust you more.
Example: You might have noticed that earlier in this blog I linked to trusted SEO resources like Moz, Semrush and Google Keyword Planner. Doing this adds credibility to this post in Google’s SEO eyes.
Optimise your meta description
Meta descriptions are the short summaries that shows up in search results. They tell the searcher what the result contains - they’re a snippet for what lies within. Keep it around 150-160 characters, and include your primary keyword. It should also give a clear reason for people to click on your post.
For example, for this post:
"Learn how to write SEO-optimised blog posts that rank higher on Google. Follow these practical tips to boost your blog’s visibility and drive more traffic."
Use images and Alt text
Images make your blog more visually appealing, but they also offer another SEO opportunity. Make sure your:
Images are optimised (file sizes should be small to avoid slow load times).
Filenames are descriptive (for example, ‘SEO-optimised-blog-example.jpg’).
Alt text includes relevant keywords and accurately describes the image for search engines and visually impaired users.
Focus on reliability and user experience
Search engines prefer content that's easy to read and navigate. Break your content up with headers, keep paragraphs short, and use bullet points where needed. The easier it is to read, the longer people will stay on the page (which is something else search engines notice).
Keep your content fresh
Search engines love fresh content. It’s not enough to just write a blog and leave it to head off into the ether of the internet. Make sure you update your older posts regularly with new information or insights. This keeps your content relevant and helps maintain or improve your rankings.
Putting it all together
Writing SEO-optimised blog posts isn’t complicated, but it does take a bit of know-how and a touch of strategy. By focusing on keyword research, optimised titles, structured content, and natural keyword use, you’ll be creating blog posts that perform better in search engines and drive more traffic to your site in no time.
Need more help to plan and organise your blog content? Download the Blog Breakthrough Guide for FREE and give your blog a jump start. Let's work together to boost your website’s visibility and bring more readers to your content!
