SEO for Blogs: How to Write Posts Google and Clients Love

You’re not just writing a blog post. You’re crafting a signal flare - meant to attract exactly the kind of people who need what you offer. And if Google doesn’t know your article exists - or doesn’t believe it’s worth showing—you’ve got a beautiful piece of content collecting digital dust.

So how do you write blog articles that not only serve your audience but also get Google's attention?

Let’s break it down.

Start with Strategy, Not Keywords

Yes, keywords still matter. But these days, Google cares just as much - if not more - about intent and experience.

Before you even open a doc, ask:

• Who do I want reading this?

• What are they searching for when they come across this post?

• How do I want them to feel by the time they finish reading?

Think of a therapist’s website writing about anxiety. A post titled "5 Breathing Exercises for Anxiety You Can Do in Public" speaks directly to the lived experience of someone Googling late at night, heart pounding, looking for relief. That emotional resonance is half the battle - and the algorithm rewards it.

Nail the Title (and the H1)

Your blog title does a lot of heavy lifting. It's also the H1 header. It needs to:

• Grab attention

• Include a relevant long-tail keyword

• Set a clear expectation

If you're a real estate agent writing about staging homes, skip vague titles like “Make Your Home Shine.” Instead, try: "How to Stage a Home for Sale Without Hiring a Designer". Clear. Specific. Searchable.

Use Headers to Map the Journey

H2s and H3s (the subheadings) aren’t just formatting tools - they’re how both Google and readers navigate your content. A strong header structure:

• Breaks the post into digestible chunks

• Signals topic shifts to search engines

• Makes skimming easier (because let’s be real - most of us skim first)

Think of it like the table of contents in a book. If your article is a 1,200-word guide for coaches on how to start a podcast, your headers might include:

• Why Your Coaching Practice Needs a Podcast

• Tools You’ll Need to Get Started

• Planning Episodes that Attract Ideal Clients

Make Every Sentence Earn Its Keep

SEO writing isn’t about stuffing in keywords - it’s about making every sentence helpful, relevant, and engaging.

Here’s how:

• Write like you’re having a smart conversation

• Sprinkle in the keyword naturally (like "how to talk to clients about anxiety management" if you're a therapist)—especially in the intro, headers, and one or two body paragraphs

• Use bullet points and short paragraphs to improve readability

For instance, a salon writing about hair care routines could offer:

• A breakdown of products by hair type

• Quick tips for busy mornings

• A section on what to skip entirely

These aren’t just good for your reader—they signal relevance to Google.

Internal Links: The Unsung SEO Hero

Google sees your website as a whole ecosystem. Linking related blog posts or service pages helps paint a clear picture of your expertise.

If a private school has a blog post on preparing for parent-teacher conferences, linking to another post about what to ask on school tours strengthens the structure.

Plus, internal links:

• Keep people on your site longer

• Help new content get discovered

• Signal site authority

Try ending every blog post with a line like, “Curious how this ties into [related topic]? Read more here.”

Optimize the Back End—Without Overthinking It

Google is smart, but don’t make it guess. Every blog post needs:

• A focus keyword (like "how to explain estate planning to new clients")

• A compelling meta description (this is the short summary that shows up in Google search results—like a mini ad for your post)

• An SEO title that’s clear and punchy

• A clean URL (no weird numbers or filler words)

Use an SEO plugin or the built-in tools if you’re using platforms like Wix, Squarespace, or WordPress. In Wix, it’s especially easy to update your SEO settings—just click on the page settings and you’ll find everything from titles to meta descriptions in one place. The key is consistency and clarity.

Pro tip: Your meta description should entice a click, not just summarize. Instead of “This post is about estate planning basics,” go with: “Wondering how to explain wills and trusts without confusing your clients? Here’s how to make complex topics approachable—and show up on Google, too.”

Encourage Engagement (Because Google Notices)

Google rewards content that appears useful. One way it measures that? Engagement. That means:

• People spending time on the page

• Clicking links

• Scrolling all the way through

To boost that:

• Add a short personal story

• Break up longer text with images or pull quotes

• Ask a question or invite a comment (even if comments are off, this keeps the tone conversational)

For example, if you’re a consultant, tell a story about a turning point in a client project that’s relevant to the topic at hand. Keep it short, but human.

Add a CTA That Doesn’t Scream “Sales”

Every blog should nudge the reader somewhere. But it doesn’t have to be “Buy Now.” Think softer:

• “Want help applying this to your business? Let’s talk.”

• “Need more ideas? Check out my free guide.”

• “Curious how this would look on your site? Send me a message.”

Match the tone of the blog with the next step. If your audience is in research mode, offer more resources. If they’re problem-aware and ready, invite them to connect.

One Last Thing: Be Consistent, Not Perfect

Blogging for SEO is a long game. Not every post will hit page one, and that’s okay. You’re building depth, trust, and authority over time. And Google notices when you show up consistently.

So if you’re stuck choosing between perfect and done? Publish. Tweak later. Iterate often.

Because the more you write content that speaks to your readers’ search intent, the more you’ll show up where it matters.

And that’s exactly what Google loves.

If you’re ready to keep building momentum, you might also enjoy The Easy Guide on How to Structure a Blog Post That People Read. It’s a natural next step to making your content even more effective.

Need a hand making your blog work harder for your business? Feel free to reach out - I’d love to help.