How to Write Blog Posts That Rank on Google (Step-by-Step)

You've published dozens of blog posts, but your traffic remains flat. Your content sits on page five of Google, invisible to the readers who need it most. Sound familiar?

The truth is, writing blog posts that rank on Google isn't about luck or gaming the system. It's about understanding what search engines want and delivering content that genuinely serves your audience. According to Ahrefs, 91% of web pages get zero organic traffic from Google, primarily because they weren't created with SEO best practices in mind.

In this comprehensive guide, we'll walk through the exact steps to write SEO-friendly blog posts that climb search rankings and drive consistent organic traffic to your website.

Why Most Blog Posts Fail to Rank

Before diving into solutions, let's understand the problem. Most blog posts fail to rank for predictable reasons:

• No keyword research: Writing without targeting specific search terms

• Ignoring search intent: Creating content that doesn't match what users want

• Poor on-page SEO: Missing meta titles, descriptions, and header optimisation

• Thin content: Not providing enough depth or value

• No promotion strategy: Publishing and hoping for the best

The good news? Each of these problems has a solution. Let's break down the process step by step.

Step 1: Start with Strategic Keyword Research

Every successful blog post begins with keyword research. This process identifies the exact terms your target audience uses when searching for information.

How to find the right keywords:

• Use tools like Google Keyword Planner, Semrush, or Ubersuggest

• Analyse "People Also Ask" boxes in Google search results

• Check competitor blogs for keyword gaps

• Look for long-tail keywords with lower competition

• Focus on keywords with clear commercial or informational intent

According to Semrush's research, choosing keywords with lower competition significantly increases your chances of ranking on page one, especially for newer websites.

Keyword placement matters:

• Include your primary keyword in the title (H1)

• Use it naturally in the first 100 words

• Add it to at least one subheading (H2)

• Include it in your URL slug

• Mention it in your meta description

A strategic approach to keyword targeting ensures your content aligns with what people actually search for. Our SEO & GEO Strategy services help businesses identify high-impact keywords that drive qualified traffic.

Step 2: Understand and Match Search Intent

Search intent is the reason behind a user's query. Google prioritises content that matches what searchers actually want.

The four types of search intent:

• Informational: Users seeking knowledge ("how to write a blog post")

• Navigational: Users looking for a specific website ("HubSpot blog")

• Commercial: Users researching before buying ("best SEO tools 2025")

• Transactional: Users ready to purchase ("buy SEO course")

Before writing, search your target keyword and analyse the top-ranking results. What format do they use? How long are they? What subtopics do they cover?

Your content must match this intent or Google won't rank it, regardless of how well-optimised it is.

Step 3: Create a Comprehensive Content Outline

Top-ranking content isn't written randomly. It follows a logical structure that covers the topic thoroughly.

Building your outline:

• Review the top 10 results for your target keyword

• Note common subheadings and topics they cover

• Identify gaps you can fill with unique insights

• Structure your content with clear H2 and H3 headings

• Plan for approximately 1,500-2,500 words for competitive topics

According to Backlinko's analysis, the average first-page Google result contains approximately 1,447 words. Longer, comprehensive content tends to rank higher because it fully addresses user questions.

Your outline should answer every question a reader might have about the topic. This comprehensive approach signals to Google that your content deserves a top spot.

Step 4: Write High-Quality, Original Content

Content quality remains Google's most important ranking factor. The search engine rewards content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T).

What makes content high-quality:

• Original insights: Share unique perspectives, data, or case studies

• Clear structure: Use short paragraphs, bullet points, and subheadings

• Readable language: Write at an 8th-grade reading level for accessibility

• Accurate information: Cite credible sources and verify facts

• Updated content: Keep information current and relevant

Writing tips for better engagement:

• Hook readers with a compelling introduction

• Use transition phrases between sections

• Include examples that illustrate your points

• Break up text with relevant images or graphics

• End sections with key takeaways

Avoid keyword stuffing at all costs. Google's algorithms detect unnatural language patterns and penalise them. Write for humans first, search engines second.

Our Blog Content services help businesses create authoritative content that ranks and converts.

Step 5: Optimise On-Page SEO Elements

On-page SEO includes all the technical elements that help search engines understand your content.

Essential on-page elements:

Additional optimisation tips:

• Ensure your page loads in under 3 seconds

• Make your content mobile-friendly

• Use schema markup for enhanced search results

• Compress images without sacrificing quality

• Include a table of contents for longer posts

Step 6: Build Internal and External Links

Links remain a critical Google ranking factor. They signal authority and help search engines understand your content's context.

Internal linking strategy:

• Link to relevant blog posts within your site

• Use descriptive anchor text (not "click here")

• Create content clusters around core topics

• Update older posts with links to new content

• Ensure every page is accessible within 3 clicks

External linking best practices:

• Link to authoritative sources that support your claims

• Choose high-domain-authority websites

• Open external links in new tabs

• Aim for 2-5 external links per post

• Never link to competitors or low-quality sites

Building quality backlinks to your content accelerates ranking potential. Our Backlink Building services help businesses earn authoritative links that boost domain authority.

Step 7: Optimise for Featured Snippets

Featured snippets appear above traditional search results, dramatically increasing visibility and click-through rates.

How to optimise for snippets:

• Answer questions directly and concisely (40-60 words)

• Use numbered lists for step-by-step processes

• Include definition-style paragraphs for "what is" queries

• Structure content with clear question-based headers

• Use tables for comparison content

Featured snippets often pull from content that ranks in positions 1-10. Even if you're not first, you can still capture the snippet with proper formatting.

Step 8: Promote and Update Your Content

Publishing is just the beginning. Content promotion and ongoing updates determine long-term ranking success.

Promotion strategies:

• Share on LinkedIn, X, and relevant social platforms

• Distribute through your email newsletter

• Repurpose into video, infographics, or podcasts

• Engage in relevant online communities

• Pursue guest posting opportunities with backlinks

Content maintenance:

• Update statistics and examples annually

• Add new sections as topics evolve

• Fix broken links regularly

• Refresh meta descriptions for better CTR

• Monitor rankings and adjust strategy accordingly

Google favours fresh content. Regular updates signal that your information remains relevant and accurate.

Explore how strategic content distribution amplifies results with our Newsletter Content and LinkedIn services.