SEO Blogging 101: How to Write Content That Ranks and Converts

Publication Date

August 21, 2023

Summary

We’re covering the basics of how to write SEO-friendly blog posts that help your clients rank on Google, attract the right audience, and convert readers into buyers

What Is SEO and Why Does It Matter for Blogging?

SEO, or search engine optimization, is a set of writing and formatting practices that help your blog content rank higher in search results—especially on Google.

When done right, SEO blogging helps:

Bring organic traffic to your client’s website
Build trust and authority with readers
Turn blog readers into email subscribers or customers

Here’s how to write a blog that checks all the SEO boxes and delivers value to your reader.

1. Get to Know the Brand First

The most critical piece of SEO blogging? Knowing the brand you’re writing for. This context helps you choose relevant topics, write in the right tone, and meet the blog’s actual goals.

Ask yourself (or your client):

Who is the brand’s target audience?
What pain points do they have?
How does the brand help solve those problems?
What’s the brand’s tone of voice?
What role does their blog play in their overall strategy?

If the client doesn’t have a formal brand guide, send them a brief questionnaire or hop on a discovery call to get aligned.

2. Understand SEO Keywords

Most clients will either provide keywords or ask you to do basic keyword research. Keywords are the phrases people type into search engines to find answers or solutions.

For example, a skincare brand might want to rank for “quick skincare routine.” You could write a blog titled, “A Quick Skincare Routine for Busy Mornings.”

The best keywords are:

Relevant to the audience and brand
High in search volume (lots of people are Googling it)
Low in competition (easier to rank for)

If keyword research is part of your services, make sure you’re using tools like:

3. Plan the Article

Once you’ve got your keyword and topic, it’s time to outline.

Here’s how:

Google your target keyword and look at the top 3 results. See what’s ranking, how it’s structured, and what the article includes. This gives you insight into what Google likes to show users.
Do additional research if needed. Grab a few stats or examples to build authority.
Create an outline that covers the topic in a clear, helpful way. Think about what your reader actually wants to know—and organize your content accordingly.

You can also use this blog outline template to guide your process.

4. Write the Blog Post

Now it’s time to bring your blog to life.

Tips for writing SEO-friendly content:

Start with a strong introduction that hooks the reader and clearly explains what the article covers.
Use your keyword naturally in the:

Title
URL
A few subheadings
Throughout the content (aim for ~10 uses per 1,000 words)

Keep your paragraphs short and skimmable.
Use headers (H2s and H3s), bullet points, and bolded text for readability.
Leave out fluff. Every sentence should serve the reader.
Add personal stories or examples to make the blog more engaging and relatable.

5. Include a Call to Action (CTA)

Your blog post should guide the reader to take action.

This could be:

Clicking on a related article
Signing up for a newsletter
Downloading a freebie
Purchasing a product

Place your main CTA at the end of the blog, and sprinkle smaller CTAs where relevant throughout the post.

Bonus Resource

Want to dive deeper? Check out this blogging course for a complete run-down on how to write SEO-friendly blogs that rank and convert.

FAQ’s About Writing SEO-Friendly Blog Posts

What does SEO stand for?

SEO means “search engine optimization.” It refers to writing and structuring content in a way that helps it show up in search engine results.

Do I have to use keywords in every paragraph?

Nope. Use your primary keyword naturally 5–10 times throughout a 1,000-word article, and include it in key places like the title, intro, and subheads.

What’s the best tool for finding SEO keywords?

Some free and beginner-friendly options include:

Ubersuggest
Google Keyword Planner
Keywords Everywhere (browser plugin)

Can I write SEO blogs without keyword research?

You can, but you won’t know what your audience is searching for. Even basic research can help your blog perform better over time.

What if my client doesn’t give me keywords?

Offer to do basic keyword research for them—or suggest a few based on their niche and audience. It’s a great value-add for your services.

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