How to Write an SEO Blog Post

Step 1: Pick Your Keyword

Your client will often provide this in a brief. If not, use a keyword research tool like KeySearch or Ahrefs to find one that fits the topic and has manageable competition.

Step 2: Build Your Outline

Before you write a single word, build your outline. This makes the writing process so much faster.

For topic ideas and subtopics, try: → Answer the Public — great for finding questions people are actually searching → Google the keyword and see what comes up in the "People Also Ask" section → Reddit or Quora — search your topic and see what people are asking

Format your outline like this: → Your title is your H1 — there should only be one → Aim for 5+ H2s (main sections); include your keyword in at least 2 of them → Use H3s to break up any H2 section that has more than 2 paragraphs

Step 3: Write

Fill in your outline one section at a time — you don't have to write in order. Just get the sections done.

A few formatting rules to follow: → Write 2–4 paragraphs per H2 section → Keep paragraphs to about 3 sentences each → Max 4 paragraphs per H2 section

Intro and conclusion: → Write these last — it's much easier once the body is done → Use AI to summarize your full draft for a quick, clean intro or outro → Use a copywriting formula or write your intro like a lede (lead with the most important thing) → Always end with a CTA in your conclusion

Step 4: Add Links and Photos

Links: → Internal links = links to other pages on your client's site (they'll usually specify these in the brief) → External links = sources you're citing; aim for credible, relevant ones

Photos: → Use stock photos only if your client asks for them or doesn't have their own source → Unsplash is a solid free option → Note the photo credit in a document comment and always use your keyword in the alt text

Step 5: Check Your Keywords

Before you edit, run the post through a content analyzer like KeySearch or Clearscope to make sure you've included all the keywords your client requested and that they're placed naturally throughout.

Step 6: Edit

Read through the full post and clean it up. Tools that help: → Grammarly — catches grammar and spelling issues → Hemingway Editor — flags hard-to-read sentences and passive voice → KeySearch Content Assistant (optional) — checks keyword usage

Working with Subject Matter Experts (SMEs)

Adding quotes from real experts makes your content more credible and more useful for your client. Here's how to make it work efficiently.

Step 1: Timing and questions

Reach out as early as possible — ideally right after you finish your outline. Write your questions based on the outline so the quotes you get will actually support what you're writing.

Step 2: Find your SMEs

If you have at least 48 hours (up to 2 weeks): → Submit a request on Featured, Qwoted, or a HARO alternative → Post your question on LinkedIn, Threads, or Twitter and ask for input → Ask in a relevant Facebook Group, industry forum, or community where people post with their real names → Email people who've written about or published videos on your topic

If you're crunched for time (48 hours or less): → Search LinkedIn, Twitter, Substack, or YouTube for published quotes on your topic — if someone said it publicly with their name attached, you can use it → Check forums and Facebook Groups for relevant posts with real names

Step 3: Before you write

If your SME responses come in before you start writing, read through them first. Pull the best quotes and drop them into your outline where they fit. You can trim them later — just grab the good material while it's fresh.

Step 4: After you write

Work your quotes into the draft to support what you've already written. Keep them as short as possible and format them cleanly — either as a pull quote or worked into a sentence with a proper lead-in and punctuation.

Step 5: Finishing touches

Hyperlink the SME's name or credentials the first time you mention them. Check your client's style guide for how to refer to sources (some want last name only, some want full title every time).

Once the piece is published, reach out to your sources and let them know! They'll usually be happy to share it — which is great for your client's visibility.