Blog posts build topical authority, answer questions, and support SEO over time. This guide covers how to write posts that perform, without keyword stuffing.

Why blog posts still matter

Blog posts:

  • Build topical authority
  • Answer common customer questions
  • Attract organic traffic that compounds
  • Improve internal linking
  • Support service and product pages
  • Educate and nurture visitors
  • Build trust

Content that helps people tends to rank. Focus on clarity, structure, and usefulness.

Choose topics your audience cares about

Start with your audience, not keywords. Ask:

  • What do customers ask most?
  • What confuses them?
  • What do they search before contacting you?
  • What misconceptions do you correct?
  • What problems do you solve?

Good examples: “How much does a website cost?”, “WordPress vs Shopify?”, “What makes a website slow?”, “How to choose a domain name”. See the domains and hosting hubs for inspiration.

Write a clear title

The title should:

  • Tell readers what the post covers
  • Be specific
  • Set expectations
  • Include a natural keyword

Examples:

  • “How to speed up your WordPress website”
  • “Shopify vs WordPress: which platform for your business?”
  • “How to plan your website content”

Avoid vague titles like “Website tips” or “Our insights”.

Start with a strong intro

The intro should answer:

  • What this article is about
  • Who it’s for
  • Why it matters
  • What they’ll learn

Keep it direct.

Structure with headings

Use H2 for major sections, H3 for supporting detail. Headings improve skimmability, SEO, and AEO comprehension.

Typical structure:

  1. Introduction
  2. What the reader needs to know
  3. Step-by-step guide
  4. FAQs
  5. Examples
  6. Summary
  7. CTA

Write with clarity

  • Clear sentences
  • Practical examples
  • No unexplained jargon
  • No keyword stuffing

Expertise should be accessible, not intimidating.

Link to:

  • Service pages
  • Relevant hub articles
  • Related guides

This builds topical clusters and helps both search engines and visitors. AEO systems use internal links to understand site structure.

Include a clear CTA

Tell the reader what to do next. Link to relevant services, contact, or related content. A post should not end without a next step.

Optimise lightly

Focus on:

  • Natural keyword placement (title, intro, 1–2 headings)
  • Strong internal links
  • Clear structure
  • Short, readable paragraphs
  • Image alt text (if used)

Don’t over-optimise. Natural reads better.

AEO considerations

For AI-driven search:

  • Clear headings
  • Direct answers to specific questions
  • Readable sentences
  • Structured lists
  • Short summaries

Write as if teaching someone one-to-one.

Checklist

  • Clear topic
  • Strong title
  • Helpful intro
  • Logical structure
  • Clear headings
  • Practical examples
  • Internal links
  • CTA
  • Summary

Start with a website audit →

Need help with content structure or strategy? Get in touch →