How to write a blog post that ranks

A blog post ranks when it answers one clear question better than the pages already showing for it.

What it is#

A post that ranks is one that appears near the top of search results for a question your customers ask. There is no trick to it. Search engines try to show the page that best helps the person searching, so the work is to be that page.

Why it matters#

A post that ranks keeps bringing in readers long after you publish it, without paying for each visit. Some of those readers become enquiries. A post that nobody finds brings none.

How to write one#

1. Pick one question. Choose a phrase a customer would type, such as "how often should a boiler be serviced". Use keyword research if you are unsure which wording is common.
2. Look at what already shows. Search the phrase and read the top results. Note what they cover and what they leave out. See the four kinds of search intent to judge whether people want a guide, a price or a provider.
3. Answer early. Put the short answer in the first paragraph, then explain.
4. Use headings that match the questions people ask. Each heading should say what the section answers.
5. Add what only you know: a real example from a job, a photo you took, a price range you actually quote. This is what separates your post from a copy of the others.
6. Write a clear title and short description, then add links to your related pages and to your service page.
7. End with one next step, such as a call or a quote form.

Common mistakes#

• Covering five topics in one post. One post, one question.
• Padding to reach a word count. Length is not a ranking goal. Stop when the question is answered.
• Repeating the keyword in every sentence. It reads badly and does not help.
• Publishing and forgetting. Revisit the post after a few months and update it if prices, laws or advice have changed.
• Writing for yourself. Use the words your customers use, not trade jargon.

What to expect#

New posts usually take weeks or months to settle in search results, and no one can promise a position. Judge the post by whether it answers the question well and whether people take a next step.

To pick your next topic, see how to choose what to write next.