How to Write Blog Posts That Actually Rank on Google

The Difference Between a Blog Post and a Ranking Blog Post

Anyone can write a blog post. Writing one that actually ranks on Google - and brings consistent traffic - requires a specific approach. The blog posts that appear on page one of search results share common characteristics that have nothing to do with literary talent and everything to do with structure, strategy, and searcher intent.

The good news is that this is a learnable skill. Once you understand what Google is looking for and how to structure your content accordingly, creating ranking content becomes a repeatable process.

This guide covers every step, from finding the right topic to optimizing your post for maximum search visibility.

Step 1: Start with Keyword Research

Every blog post should target a specific keyword or phrase that your potential customers are actually searching for. Guessing at topics is unreliable. Data-driven keyword research tells you exactly what people want to know.

Free keyword research methods:

• Google Autocomplete - Start typing a topic in Google and note the suggestions. These are real searches people are making.
• People Also Ask - Search for a topic and look at the "People Also Ask" box. Each question is a potential blog post topic.
• Google Keyword Planner - Free with a Google Ads account. Shows search volume and competition for keywords.
• Answer the Public - Enter a topic and see hundreds of questions people are asking about it.

What to look for:

• Search volume: Are enough people searching for this topic?
• Competition: Is this keyword realistic to rank for given your site's authority?
• Intent: Does this keyword align with what your business offers?

For local service businesses, long-tail keywords (longer, more specific phrases) are often the best targets. "How to fix a leaky faucet" has less competition than "plumbing" and attracts visitors with a specific intent.

Step 2: Understand Search Intent

Before writing a single word, search for your target keyword on Google and study the results. What types of content are currently ranking?

Four types of search intent:

• Informational - The searcher wants to learn something ("how to unclog a drain")
• Commercial - The searcher is comparing options ("best plumber in Boise")
• Transactional - The searcher wants to take action ("hire plumber near me")
• Navigational - The searcher is looking for a specific website

Blog posts typically target informational and commercial intent. Match your content to the intent behind the search. If the top results for your keyword are all how-to guides, write a how-to guide. If they are comparison articles, write a comparison.

Step 3: Create a Strong Heading Structure

Your heading structure is the skeleton of your blog post. It serves two purposes: helping readers scan your content and helping Google understand your topic coverage.

H1 - Your title - One per post, includes your primary keyword naturally.

H2s - Major sections - Break your post into clear sections, each covering a distinct aspect of the topic. Aim for at least four H2 sections. Include your keyword or variations naturally in some H2s.

H3s - Subsections - Use within H2 sections to organize detailed information. Lists of steps, examples, or categories work well as H3s.

Before writing, outline your H2 and H3 structure first. This ensures comprehensive coverage of the topic and prevents you from missing important subtopics.

Step 4: Write for Humans, Optimize for Google

The best-ranking blog posts are written for real people, not search engines. Google's algorithm is sophisticated enough to understand natural language. You do not need to repeat your keyword 50 times - in fact, that will hurt you.

Writing best practices:

• Short paragraphs - 3 to 4 sentences maximum. Long paragraphs are hard to read, especially on mobile.
• Simple language - Write at a 7th to 8th grade reading level. No jargon unless you define it. Your audience is homeowners, not industry professionals.
• Active voice - "We install water heaters" is stronger than "Water heaters are installed by us."
• Specific and concrete - "Load time dropped from 6 seconds to 1.4 seconds" is more convincing than "The website got faster."
• Answer the question early - If your post answers a question, provide the answer in the first few paragraphs. Then spend the rest of the post adding detail and context.

Step 5: Optimize Length and Depth

The ideal blog post length depends on the topic and competition, but for local service business content:

• Minimum: 1,200 words
• Target: 1,500 to 2,000 words
• Maximum: 2,500+ words for highly competitive or comprehensive topics

Longer content ranks better on average because it tends to be more comprehensive. But length alone is not enough - every paragraph must provide genuine value. Padding a post with filler to hit a word count will hurt, not help.

Compare your planned post to the top-ranking results. If the current page one results average 2,000 words, aim for 2,000 or more. If they average 1,200 words, a well-written 1,500-word post can compete.

Step 6: Add Internal Links

Internal links connect your blog post to other pages on your website. Every blog post should include:

• 1 to 2 links to relevant service pages - If your post is about water heater problems, link to your water heater service page with anchor text like "water heater repair services."
• 2 to 3 links to related blog posts - Link to other posts that expand on subtopics you mention. This keeps readers on your site and passes SEO authority between pages.
• 1 link to your conversion page - Include a link or CTA that guides interested readers to your get started page or contact form.

Use descriptive anchor text for your links. "Click here" tells Google nothing. "Learn more about on-page SEO optimization" provides context and keyword relevance.

Step 7: Include a FAQ Section

Adding a FAQ section at the bottom of every blog post provides multiple benefits:

• Additional keyword coverage - FAQ questions often use different keyword phrasings than your main content
• Featured snippet potential - Google frequently pulls FAQ content into position zero results
• AI search optimization - AEO-friendly content is essential for appearing in AI search responses
• User value - Quick answers to related questions add genuine value for readers

Include 3 to 5 questions related to your post's topic. Mark them up with FAQPage schema for maximum SEO impact.

Step 8: Optimize Meta Elements

Before publishing, optimize these elements:

Title tag - Under 60 characters, includes your keyword, compelling enough to earn clicks.

Meta description - 150 to 160 characters, includes your keyword, provides a reason to click.

URL slug - Short, descriptive, includes your keyword. Example: /blog/write-blog-posts-rank-google

Image alt text - Descriptive text for any images, including keywords where natural.

The Publishing Process

Once your post is written and optimized:

1. Proofread for errors
2. Verify all internal links work
3. Confirm heading hierarchy is correct (one H1, sequential H2s and H3s)
4. Check that your FAQ section includes relevant questions
5. Submit the URL to Google Search Console for indexing
6. Share the post through any social media channels
7. Monitor rankings over the following weeks

The complete content package from webIQ handles this entire process for you - all 50 blog posts are written, optimized, internally linked, and ready to start driving traffic from day one.

Frequently Asked Questions

How long does it take for a blog post to rank on Google?

New blog posts typically start appearing in search results within one to four weeks, but meaningful rankings (page one) for competitive keywords usually take three to six months. Posts targeting less competitive long-tail keywords can rank faster.

Do I need to be an expert writer to create ranking blog posts?

No. You need to be knowledgeable about your topic and follow the optimization steps outlined in this guide. Clear, helpful writing that answers questions directly ranks better than polished prose that fails to address what searchers actually want to know.

How many keywords should a blog post target?

Each post should have one primary keyword and two to three secondary keywords or variations. Naturally incorporating these throughout your content is sufficient - do not force keywords into every sentence. Google understands synonyms and related terms.

Should I update old blog posts?

Yes. Updating older posts with new information, improved structure, and additional internal links can significantly boost their rankings. Google favors fresh, current content, so revisiting and updating posts annually is a good practice.

What is the biggest mistake businesses make with blog content?

The biggest mistake is writing about what they want to say instead of what customers want to know. Every blog post should start with a search query that real people are making and provide a clear, helpful answer to that query.