How to write a blog post that ranks on Google

Plenty of businesses have a blog full of posts nobody reads. It's rarely for lack of effort: usually the posts were written about what the business wanted to say, not about what customers search for. A post that ranks starts long before you write the first word.

This guide walks you through the whole process.

Step 1: pick a real search

Before you write, decide which search you want to answer. A good search for a post:

• Is made by your potential customers ("how much does it cost to paint a house", "what documents do I need for…").
• Relates to what you sell.
• Can be answered better than what Google currently shows.

To find them, use the questions customers ask you, Google's suggestions and Search Console. We explain how in keyword research step by step.

Step 2: look at what Google shows today

Search the phrase and look at the top results:

• What kind of page shows up? Guides, lists, comparisons, videos. Write that same type of content.
• What do they cover? Note the topics they all touch on: your post should cover them too.
• What's missing? That's your opportunity: a Costa Rican example, up-to-date data, a table, your own experience.

Step 3: outline before you write

A good post can be read by skimming the subheadings. Before drafting, outline:

• A clear title that includes the main search.
• A short intro confirming the reader is in the right place.
• Subheadings (H2 and H3) that answer the questions in a logical order.
• A frequently asked questions section at the end, covering related doubts.
• A close with a next step: contact you, see prices or read another post.

Step 4: write for people

• Answer early. If the question is "how much does it cost", don't make readers wait five paragraphs.
• One idea per paragraph, short sentences, plain language.
• Use lists and tables when they help compare or follow steps.
• Talk like your customer. If your customers are local, use their vocabulary (see Costa Rican Spanish words).
• Bring your own experience: cases you've seen, common mistakes, photos of your work, data from your operation. That's what sets your post apart.
• Don't force the keyword. Use synonyms and write naturally.

Step 5: the title and description

The title is what people see on Google. It should say exactly what they'll find and invite the click. Also write a two-line description with a concrete detail. Examples in titles and descriptions that get clicks.

Step 6: images that add something

• Your own photos, or illustrations that explain something, not decoration.
• Lightweight (WebP format, the right size) so the page loads fast.
• With alt text describing the image.

Step 7: internal links

Every post should link to:

• The related service page.
• Other posts on your blog that expand on the topic.

And when you publish, add links to the new post from related older posts. That helps Google find it sooner and understand what it's about.

Step 8: review before publishing

Before publishing, ask yourself:

1. Does it answer the search better than what Google already shows?
2. Does it make sense if I only read the subheadings?
3. Are facts, prices and dates up to date?
4. Is there a clear next step?
5. Does it look good on mobile?

Step 9: publish, measure and update

After a few weeks, check Search Console to see which searches the post appears for and in what position. If it shows up for searches you didn't expect, add a section that answers them. Posts that get updated regularly tend to hold their rankings better. See how to measure SEO results.

Common mistakes

• Writing about what the company wants to say instead of what the customer searches for.
• Long walls of text without subheadings or lists.
• Several posts on the same topic competing with each other.
• Content generated without review or first-hand experience (see SEO and AI search).
• Publishing and forgetting about the post.

Frequently asked questions

How many words should a blog post have?

As many as it takes to answer well. Some questions are answered in 600 words; a complete guide may need 2,000. Longer isn't better if it doesn't add anything.

How often should I publish?

One useful post a month beats several shallow ones. Consistency matters more than volume.

How long does a post take to rank?

It depends on the competition. For specific searches it can show up within a few weeks; for competitive ones, it can take months.

Would you rather we wrote it?

Our plans include monthly content written for your customers' real searches. See our prices or tell us about your business.