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 →