How to Write Blog Posts That Actually Rank on Google

Most Blog Posts Never Get a Single Visitor from Google

Here is a stat that should make you pause: 96.55% of all pages on the internet get zero traffic from Google. That is not a typo. The vast majority of content published online is essentially invisible.

The blogs that do rank — the ones pulling in thousands of visitors month after month — are not lucky. They follow a specific process that aligns what they write with what Google wants to show its users. That process is what this guide teaches you.

We are not talking about gaming the system or keyword stuffing. Google has moved far beyond that. We are talking about writing genuinely useful content that also happens to be structured in a way that Google can understand, trust, and rank.

At TML Agency, content is one of our core services, and we have published hundreds of blog posts that rank on page one. This guide is the exact process we follow.

Step 1: Choose Topics That People Are Actually Searching For

The number one reason blog posts fail is that they target topics nobody is searching for. Before you write a single word, you need to validate that there is real search demand for your topic.

How to Find Blog Topics with Search Demand

Start with keyword research. Use Google Keyword Planner, Ahrefs, SEMrush, or even just Google's autocomplete to find topics with monthly search volume. A blog post targeting a keyword with 500-5,000 monthly searches is the sweet spot for most businesses.

Check the search results. Google your potential topic. If the top results are blog posts (not product pages, Wikipedia articles, or news sites), that is a strong signal that Google considers this an informational topic suitable for blog content.

Validate with "People Also Ask." When you Google a topic, look at the "People Also Ask" box. These related questions tell you what else searchers want to know — and each one could be a section in your blog post or a separate article.

Topics to Avoid

• Topics with zero search volume — Unless you are building thought leadership on a brand new concept, avoid topics nobody searches for.
• Topics dominated by major publications — If the top 10 results are all from Forbes, HubSpot, and Wikipedia, you probably cannot compete (yet).
• Topics that are too broad — "Marketing" is not a blog topic. "How to create a marketing plan for a small restaurant" is.
• Purely opinion-based topics — "Why I think TikTok is the future" gets no search traffic. "TikTok marketing strategy for businesses" does.

Step 2: Analyse the Top-Ranking Pages

Before writing, study the content that already ranks in the top 5-10 positions for your target keyword. These pages are your blueprint — Google has already decided this is the type of content it wants to show.

What to Analyse

• Content format — Is it a how-to guide, listicle, comparison, case study, or something else? Match the format.
• Content length — How long are the top-ranking posts? This gives you a baseline. If top results average 2,500 words, a 500-word post will not compete.
• Subtopics covered — What H2 and H3 headings do top articles use? What specific points do they cover? Your content should address all of these — and more.
• Content gaps — What do the top results miss? Outdated information? Missing examples? Lack of practical steps? This is your opportunity to create something better.
• User experience — How is the content formatted? Short paragraphs? Lots of visuals? Tables? Bullet points? Match or exceed the reading experience.

Step 3: Create a Detailed Outline Before Writing

Never start writing without an outline. An outline ensures your content is logically structured, covers all necessary subtopics, and stays focused on the search intent.

How to Build Your Outline

1. Write your working title. Include your primary keyword naturally. Front-load the keyword when possible — "How to Write Blog Posts That Rank on Google" is better than "The Ultimate Guide to Making Your Blog Posts Rank Higher on Google Search."
2. List your H2 sections. These are the major sections of your post. Each H2 should address a major subtopic related to your primary keyword. Aim for 5-10 H2 sections depending on the topic's depth.
3. Add H3 subsections. Under each H2, add H3 headings for specific points, steps, or examples. This creates a scannable structure that both readers and Google love.
4. Note key points under each heading. For each section, jot down the 3-5 key points you want to make. Include specific data, examples, or actionable steps.
5. Plan your introduction and conclusion. Your intro should hook the reader and establish why this topic matters. Your conclusion should summarise key takeaways and include a clear call to action.

Step 4: Write Content That Readers Actually Want to Read

SEO is about getting people to your page. Writing quality is about keeping them there. Google measures engagement signals like time on page, scroll depth, and bounce rate. If people click your result and immediately hit the back button, your rankings will drop.

Writing Tips for Blog Posts That Rank

Hook them in the first 100 words. Start with a surprising stat, a provocative question, or a relatable problem. Do not start with a dictionary definition — nobody Googles "how to write blog posts" to read "A blog post is a piece of content published on a blog."

Use short paragraphs. Online reading is different from book reading. Keep paragraphs to 2-4 sentences maximum. Single-sentence paragraphs are fine for emphasis.

Write at an 8th-grade reading level. Even if your audience is sophisticated, simpler language is easier to scan and process. Use tools like Hemingway Editor to check readability.

Use specific examples. Abstract advice is forgettable. Concrete examples stick. Instead of "create compelling headlines," show three examples of headlines that work and explain why.

Include data and statistics. Numbers build credibility. "Blog posts with images get more engagement" is weak. "Blog posts with images get 94% more views than those without" is convincing.

Break up long sections. Use bullet points, numbered lists, tables, blockquotes, bold text, and images to create visual variety. A wall of text is the fastest way to lose readers.

Write in your natural voice. The best-ranking blog posts feel like they were written by a knowledgeable person who genuinely wants to help — not by a committee trying to sound professional. Be conversational. Use contractions. Address the reader as "you."

Step 5: Optimise On-Page SEO Elements

On-page SEO is the process of optimising individual elements of your blog post to help Google understand what the page is about and rank it accordingly.

Title Tag (Meta Title)

Keep it under 60 characters. Include your primary keyword. Make it compelling enough to click. Your title tag is what appears as the blue link in search results — it is your headline in the biggest competition for attention on the internet.

Meta Description

Write 150-160 characters that summarise your post and entice clicks. Include your primary keyword. While meta descriptions do not directly affect rankings, they affect click-through rate — which does influence rankings over time.

URL Slug

Keep it short, descriptive, and keyword-rich. Use hyphens between words. /how-to-write-blog-posts-that-rank is good. /2025/03/17/the-ultimate-complete-guide-to-writing-blog-posts-that-rank-on-google-search is not.

Heading Structure

Use one H1 tag (your title). Use H2s for major sections. Use H3s for subsections within H2s. Include your primary keyword in at least one H2. Include related keywords in other headings naturally.

Image Optimisation

Add relevant images throughout your post. Compress them for fast loading (use TinyPNG or ShortPixel). Write descriptive alt text that includes your keyword where relevant. Name image files descriptively — keyword-research-tools-comparison.png not IMG_4521.png.

Keyword Placement

Include your primary keyword in: the title, the first 100 words, at least one H2, the meta description, the URL, and the alt text of at least one image. Then forget about keyword density and write naturally. Use synonyms and related terms throughout — Google understands semantic relationships.

Step 6: Master Internal Linking

Internal linking — linking from one page on your website to another — is one of the most underrated SEO tactics. It helps Google discover and understand your content, distributes page authority across your site, and keeps readers engaged longer.

Internal Linking Strategy for Blog Posts

• Link to relevant service pages. If your blog post mentions a service you offer, link to that service page. This passes SEO authority to your money pages and helps readers who are ready to buy.
• Link to related blog posts. Every blog post should link to 3-5 other relevant articles on your site. This creates a web of related content that Google can crawl and understand as a topic cluster.
• Link from old posts to new ones. When you publish a new post, go back to 3-5 existing posts on related topics and add links to the new content. This helps Google discover new content faster and distributes authority.
• Use descriptive anchor text. "Click here" tells Google nothing. "Learn more about keyword research" tells Google exactly what the linked page is about.

Step 7: Get the Content Length Right

There is no magic word count that guarantees rankings. The right length is however long it takes to comprehensively cover the topic — no padding, no fluff, no unnecessary tangents.

That said, data from multiple studies shows that longer content tends to rank better:

• The average first-page Google result contains 1,447 words (Backlinko)
• Long-form content gets 77% more backlinks than short articles (Moz)
• Posts over 3,000 words get 3x more traffic and 4x more shares than posts under 1,000 words (SEMrush)

For most "how-to" and guide-style blog posts, aim for 1,500-3,000 words. For comprehensive pillar content, 3,000-5,000 words. For news or quick-answer content, 500-1,000 words can be sufficient.

The key principle: cover everything the reader needs to know, and nothing they do not.

Step 8: Formatting That Keeps Readers on the Page

How your content looks is almost as important as what it says. Even the best-written article will get abandoned if it is a dense wall of text.

Formatting Checklist

• Paragraphs of 2-4 sentences maximum
• Subheadings every 200-300 words
• Bullet points and numbered lists for any list of 3+ items
• Bold key phrases and statistics
• Images or visuals every 300-500 words
• Blockquotes for important callouts or quotes
• Tables for comparing data or options
• White space — do not crowd elements together

On mobile (where over 60% of reading happens), formatting matters even more. What looks like a reasonable paragraph on desktop becomes a claustrophobic text block on a phone screen.

Step 9: The Publishing and Post-Publishing Workflow

Writing the post is only half the work. What you do before and after publishing determines whether it actually ranks.

Before Publishing

1. Proofread carefully. Spelling and grammar errors damage credibility. Read it aloud or use tools like Grammarly.
2. Check all links. Make sure every internal and external link works and points to the right page.
3. Optimise images. Compress all images, add alt text, and ensure they display correctly on mobile.
4. Preview on mobile. Most of your readers will be on phones. Check that everything looks good on a small screen.
5. Set your meta title and description. Do not rely on auto-generated metadata.

After Publishing

1. Submit to Google Search Console. Use the URL Inspection tool to request indexing. This gets Google to crawl your new page faster.
2. Add internal links from existing content. Find 3-5 existing pages on your site that are relevant and add links to the new post.
3. Share on social media. Post on all your active social channels with an engaging caption tailored to each platform.
4. Send to your email list. If you have a newsletter, share the new post with subscribers.
5. Monitor performance. Check Google Search Console weekly for the first 2-3 months to see which keywords the post is gaining impressions and clicks for.

Step 10: Update and Refresh Content Regularly

SEO is not "publish and forget." Content that ranked well six months ago might start slipping as competitors publish fresher, more comprehensive content. Regular updates keep your posts competitive.

When to Update a Blog Post

• Rankings or traffic for the post are declining
• The information is outdated (statistics, tools, strategies)
• Competitors have published something better
• You have new insights, examples, or data to add
• There are new related keywords you can target

Set a quarterly review schedule. Go through your top-performing posts and ask: "Is this still the best content on the internet for this topic?" If the answer is no, update it.

Start Writing Posts That Rank

The process is straightforward: find topics people search for, analyse what already ranks, create something better, optimise the technical elements, and promote it after publishing. Repeat consistently, and organic traffic becomes a reliable growth engine for your business.

The hardest part is consistency. Most businesses publish 3-4 blog posts, see no immediate results, and stop. SEO content compounds over time — the posts you publish today might not peak in traffic for 6-12 months. But once they do, they keep driving visitors without any ongoing ad spend.

Need help creating blog content that actually ranks? Talk to our content team at TML Agency. We handle everything from keyword research and content strategy to writing, publishing, and ongoing optimisation. Check out our content writing services to learn more.