How to Write Blog Posts That Rank on Google and Bring Enquiries

On this page

1. 1. Choose a topic customers care about
2. 2. Check the search results
3. 3. Outline before writing
4. 4. Add what only you can
5. 5. Write for scanning
6. 6. On-page SEO basics
7. 7. Link internally
8. 8. Include a clear call to action
9. 9. Publish and promote
10. 10. Measure and improve

A business blog should do two things: attract people searching for help and turn some of them into customers. Here's a practical process for writing posts that have a real chance of ranking and bringing enquiries.

1. Choose a topic customers care about

The best topics come from real customer questions: what they ask before buying, problems they're trying to solve and comparisons they're making. Check that people search for it using keyword research.

2. Check the search results

Search the main phrase. What type of pages rank? What do they cover? What's missing? Your post must match the intent and offer something better; see search intent.

3. Outline before writing

• The main question and a direct answer near the top
• Subheadings for each sub-question
• Examples, steps, tables or checklists
• A relevant next step for readers

4. Add what only you can

Generic content is everywhere. Add your experience: real examples from clients, local context, prices you actually see, mistakes you've fixed, photos of your work. This is what makes content stand out and shows expertise.

5. Write for scanning

• Short paragraphs
• Descriptive headings
• Bulleted lists and tables
• Plain language, with jargon explained

6. On-page SEO basics

• Main phrase in the title, H1, URL and first paragraph
• A compelling meta description; see meta titles and descriptions
• Descriptive image file names and alt text
• Short, readable URL

7. Link internally

Link to the relevant service page and related articles, and add links to the new post from older related posts; see topic clusters.

8. Include a clear call to action

Readers who find the post helpful should know how to get help: a quote form, WhatsApp or a related service.

9. Publish and promote

• Share on LinkedIn, WhatsApp and social media
• Send it to your email list
• Use it to answer customer questions

See repurposing content for social media.

10. Measure and improve

After a few months, check Search Console: which queries does it appear for? Update the post to answer them better; see updating old posts.