This guide helps you create engaging blog content by following these simple steps:
- Start with a catchy title to grab attention.
- Write a clear introduction that outlines the blog’s purpose.
- Use subheadings to break content into easy-to-read sections.
- Add visuals like images or videos to enhance the blog.
- Optimise for SEO with relevant keywords and links.
- End with a clear call-to-action to guide the reader.
- Proofread for errors before publishing.
By sticking to these basics, your blogs will attract readers, improve visibility, and encourage engagement.
What's in this guide
A practical guide to writing blog posts that rank in search and are actually worth reading - from choosing a topic and keyword, through structure and writing, to publishing and promotion. For marketers and business owners writing their own content, not professional writers.
The structure that works every time
Headline that includes the target keyword and a specific benefit or number. Introduction that states the problem the reader has and what the post will resolve - no more than 3 sentences. 3–6 H2 subheadings that deliver on the headline's promise, one idea per section. A conclusion that summarises the key point and includes a CTA. That's it. Don't make it more complicated.
The introduction is where most blog posts fail. Readers decide in the first 3 seconds whether to keep reading. Lead with the problem ("If your Google Ads are burning budget without results, you're probably making one of these five mistakes") not with context-setting ("Google Ads is a powerful advertising platform used by millions of businesses worldwide").
How long should a blog post be
As long as it needs to be to fully answer the question the target keyword implies. For informational posts targeting long-tail questions, 800–1,200 words is usually sufficient. For competitive head terms or comprehensive guides, 1,500–2,500 words. Padding a post to hit a word count hurts more than it helps - Google can identify filler content. Every paragraph should earn its place.
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