Writing a blog post is easy. Writing a blog post that ranks on Google?
That’s a little harder.
Why? Because you can’t just write whatever you want and expect Google to say, “Wow, this is great!”
After all, Google does not give a participation prize.
Yet, for many, the idea of writing a blog post is taken lightly. Would-be bloggers look at blog posts they’ve encountered and assume they know how to write them. After all, they reason, they can write.
However, writing ability is only one part of what makes up a blog post that Google values.
So, many posts disappear into the depths of Google’s search results. The end of that story is the death of many blogs.
Fortunately, ranking on Google is not a matter of luck. It’s about having a good game plan to ensure that they craft a post that Google will like and their readers will value.
To accomplish this, the first step is to understand what Google values. When you know and learn to provide Google with what it wants, your blog posts can rise to the top of the search results.
Step 1: Start with Search Intent
What Google wants most is to provide its users with the most relevant, high-quality answers to their questions. That means your blog post needs to align with search intent—the reason behind a user’s search.
Before writing, ask yourself:
- Is the searcher looking for general information (informational intent)?
- Are they comparing options before making a decision (comparative intent)?
- Do they want to make a purchase right now (transactional intent)?
When your content aligns with the intent behind the search, Google is more likely to rank it.
This can sound overwhelming to a new blogger. After all, how am I to know what someone in the future will want to find out? The answer, though, is usually in the keywords themselves. For example, the long-tail keyword, “what is the difference between a rolltop and a secretary’s desk?” is pretty self-explanatory – they are looking for information that compares and contrasts the two types of desks.
What about a shorter keyword that gives no hint, like ‘rolltop desk’? Simple, Google likes comprehensive blogs. So write multiple posts, covering the topic from every possible angle. This sounds like a lot of work, but really, it just makes coming up with something to write about that much simpler.
Step 2: Find the Right Keywords
Keyword strategy has evolved. In the past, bloggers would try to rank by stuffing content with keywords, but Google now penalizes that approach. If you’re unsure whether you’re using keywords correctly, check out my post on eight keyword mistakes that are killing your ranking.
To achieve blogging success, use relevant keywords and related phrases naturally throughout your post. The key here is to include these keywords naturally. Google’s bots are intelligent enough to identify the content of your blog. It cannot be tricked with an imbalance of specific words.
Therefore, the key is to identify the right keywords—and understand how Google interprets them in context. That’s where semantic SEO comes in. It’s not just about single keywords anymore; it’s about topic relevance, context, and related phrases.
Here’s how to start finding smarter keywords:
Utilize tools such as Google Keyword Planner, Ahrefs, or Ubersuggest.
- Look at Google’s “People also ask” and “Related searches” sections.
- Analyze competitors’ content to identify gaps you can fill.
Once you’ve found the keyword to build your post around, there are a few best practices to follow. I have listed them below:
- The title, URL, and first 100 words should include a primary keyword.
- Secondary and related keywords are sprinkled naturally throughout.
- A compelling meta description.
- Includes the primary keyword
- Promises an answer to the user’s question, prompting them to click.
Step 3: Write High-Quality, In-Depth Content
Your blog is not the place to ‘slap something together’. Google is in the business of matching its searchers with the best answers to their searches. Your blog should be well-researched and well-written. Specifically, Google prioritizes content that is:
- Comprehensive: Covers the topic in detail.
- Well-structured: Utilizes headers, bullet points, and concise paragraphs for improved readability.
- Engaging: Offers value through unique insights, practical examples, and actionable advice.
In other words. A blog post that ranks isn’t just informative—it’s the best answer to the searcher’s question.
Step 4: Optimize for Readability and User Experience
Google pays attention to how long visitors spend on your page and site. The longer they stay, the more Google assumes they’re finding what they came looking for—which can boost your rankings. In that way, your website acts like a salesperson. But is it helping or hurting the sale?
Additionally, your blog post should be easy to read.
Most people find this challenging. Why? Because high schools and colleges teach increasingly complex sentences. I can’t address it adequately here, but the answer is to keep your sentences short. For instance, this post is written at a seventh-grade level (FYI).
Tools to Help You Simplify Your Writing:
- Microsoft Word’s Editor – Document Stats
- Hemingway App
Remember, your blog is the place to communicate clearly with your visitors. You can impress them later. Besides, answering their questions will impress them.
Likewise, make your post reader-friendly by:
- Breaking up text with subheadings.
- Using bullet points and numbered lists.
- Keeping paragraphs concise. No big blocks of text.
- Use pictures, charts, or infographics to make it clear.
Doing these things will make it easy for your visitors to scan your post and find the information they came for. Then your visitors will see you as an authority. And so will Google.
Step 5: Build Backlinks and Internal Links
Backlinks—links from other websites to your post—are a major ranking factor. The more high-quality sites that link to your content, the more authority Google assigns to it.
To earn backlinks, you need a strategy. If you’re not sure where to begin, check out my post on how to get credible backlinks from high-quality sites in your industry. A few common tactics include:
- Write guest posts for reputable sites.
- Create shareable content (like ultimate guides or original research).
- Reach out to bloggers and industry influencers who might find your content valuable.
Don’t forget internal linking! Linking to related blog posts helps keep visitors on your site longer. It also enables Google to understand your content structure better.
Step 6: Keep Your Content Fresh
Google favors fresh, up-to-date content. This means you will need to review and update your blog posts from time to time to:
- Add new insights or research.
- Improve outdated information.
- Refresh statistics and links.
The good news is that even minor updates can enhance your rankings and keep your content current and relevant.
The Bottom Line
Ranking on Google isn’t about chasing the latest algorithm updates. It’s about consistently producing valuable content that serves your audience’s needs.
If your blog posts aren’t ranking, it may be time for a website content audit. I offer a complimentary 30-minute audit consultation. In it, we’ll review your site’s content strategy and identify opportunities for improvement. Book your session today and start creating content that gets results!