How to Write Blog Posts
That Rank: My Step-by-Step Process

Start with the Right Keyword—Not Just Any Keyword

Most people pick a keyword based on volume. Big mistake. High-volume keywords are usually dominated by authoritative sites with years of backlinks. As a newer blog, you can't outrank them—not yet.

Instead, I look for keywords that are:

• Low to medium competition — I want to be able to actually rank, especially in the first 12 months
• Informational or commercial intent — The person searching wants to learn something or buy something, not just get a quick answer
• Part of a topic cluster — The keyword fits into a broader subject I'm building authority around
• Long-tail or specific — Specific queries convert better and are easier to rank for

My tool of choice right now is Semrush. I run a parent topic through Keyword Magic Tool, sort by Keyword Difficulty under 20, and filter for monthly volume between 100–2,000. That sweet spot is where new sites can compete. (Semrush also has one of the most generous free trials in the industry—worth checking out before you commit.)

Analyze the SERP Before You Outline Anything

Before I write a single word, I open Google and search for my target keyword. I'm not looking for inspiration—I'm doing competitive analysis.

I look at the top 5–7 results and ask:

• What format are they using? (List, guide, comparison, essay?)
• How long are they? (Word count is a rough proxy for depth)
• What H2 sections are they covering?
• What are they missing—topics, angles, or questions left unanswered?

The last question is the most valuable. The gaps in existing content are my opportunity. I want to cover everything the top results cover—and then go further where they fall short.

I also check People Also Ask and the related searches at the bottom of the SERP. These are real questions people are asking, and answering them in my article often captures featured snippets.

Build the Outline Before You Write

I never start writing from a blank page. I always outline first. This forces me to think about the structure before I start filling in words—and it's where most of the real SEO work happens.

My outline template looks like this:

• Working title — With the target keyword near the front
• Meta description draft — 150–160 characters, includes keyword, written for clicks
• Intro hook — The problem I'm solving and who this is for
• H2 sections — Each mapped to a sub-topic or question from SERP analysis
• H3s underneath each H2 — For longer sections that need internal structure
• CTA / conclusion — What I want the reader to do next
• Internal links I'll add — Planned before I write, not an afterthought

At this stage, I'm also noting any secondary keywords I want to weave in naturally—related terms and variations that help Google understand the full scope of what this article covers.

Write the Draft—Depth Over Length

Here's where most people overthink it. The goal isn't to write 3,000 words. The goal is to completely answer the question better than anyone else has. Sometimes that's 800 words. Sometimes it's 2,500.

When I'm writing, I keep these principles in mind:

• Lead with value. The intro should tell the reader exactly what they'll get—fast. No fluff, no lengthy preamble.
• One idea per paragraph. Short paragraphs are easier to read, especially on mobile. If a paragraph has two ideas, split it.
• Use examples. Abstract advice doesn't rank—and it doesn't help readers. Show, don't just tell.
• Write like a human. Google has gotten good at identifying content that sounds robotic or hollow. Your real voice is an asset, not a liability.
• Answer the question directly. If someone can find the answer to their question without scrolling, that's good UX. Google rewards it.

Whatever environment you write in, the principle is the same: don't edit while you draft. Switching between creative and critical thinking modes mid-sentence kills momentum. Get the ideas down first, in whatever order they come. The editing pass is a separate job for a separate session.

Optimize On-Page SEO — But Don't Stuff

Once the draft is done, I go back through with an SEO lens. The checklist below is manual and deliberate—no scoring tool required, just methodical attention to the elements that actually move rankings.

Here's my on-page checklist:

• Target keyword in the H1 title, preferably in the first 60 characters
• Target keyword in the first 100 words of the article naturally
• Keyword variations and LSI terms distributed throughout (not forced)
• Meta title optimized for clicks, not just keywords (under 60 chars)
• Meta description written to earn the click — includes keyword + value hook
• All H2s and H3s are descriptive and include secondary keywords where natural
• Images have descriptive alt text (not "image1.jpg")
• At least 2–3 internal links to other relevant posts on the site
• At least 1–2 external links to credible, authoritative sources
• URL slug is short, clean, and keyword-focused (no stop words)
• Featured image added, compressed for speed

Edit for Readability and Tighten the Copy

The first draft is never the final draft. After I finish writing, I come back with fresh eyes—ideally the next morning—and edit specifically for readability.

I ask myself:

• Does every sentence earn its place? If I can cut it without losing meaning, I cut it.
• Are there any sections that feel like filler? Dense paragraphs that could be tightened?
• Does the flow make sense? Can a first-time reader follow it without confusion?
• Have I used the word "very" or "really" more than once? (Cut them all.)
• Are the transitions between sections natural, or do they feel abrupt?

The goal is Grade 7–9 readability—not dumbing it down, but making it accessible. Most readers are skimming before they commit to reading. Short paragraphs, clear sentences, and strong transitions are what earn their full attention.

Create the Webpage with Claude AI

Once my draft is written, edited, and on-page SEO is locked in, I use Claude AI to build the actual HTML page. This is part of my build-in-public workflow and it's one of the things that sets this process apart from a standard WordPress or CMS approach.

Rather than pasting content into a page builder, I give Claude the full article content, structure, and any specific layout requirements, and it produces a clean, styled HTML file that matches the design system of the site. This gives me full control over the markup, performance, and presentation without relying on bloated plugins or themes.

For this to work well, I make sure to:

• Provide the complete article text with clear heading hierarchy (H1, H2, H3)
• Specify any callout blocks, checklists, tables, or special components I want included
• Reference the site's existing design tokens and color variables so the output stays consistent
• Review the generated page in a browser before publishing, and request targeted revisions as needed

It's faster than manual coding, more flexible than a page builder, and the output is lean HTML that loads quickly. For anyone building a content site with a consistent design system, this workflow is worth exploring.

Publish, Then Track and Update

Publishing is not the finish line—it's the starting gun. Most SEO articles need 3–6 months to gather data before you can make meaningful decisions about them.

After publishing, I:

• Submit the URL to Google Search Console for indexing
• Add it to my internal content tracker (niche, keyword, publish date, current rankings)
• Link to it from 2–3 other existing articles on the site
• Set a reminder to review it in 90 days

At the 90-day mark, I check Google Search Console for impressions and clicks. If the article is ranking on pages 2–3 for its target keyword, I update it: add more depth, freshen any outdated info, and strengthen the on-page optimization. Often, a targeted update is all it takes to push a page from position 15 to position 5.

This is the part most people skip. Updating existing content is one of the highest-ROI activities in SEO. Don't neglect it.