How to Write Blog Posts That Google (and Your Customers) Will Love
Let’s be honest: writing blog posts that actually rank on Google and win over customers can feel like juggling flaming torches while riding a unicycle. There’s keyword research, readability, formatting, and—oh yeah—you need to actually say something useful.
If you're a UK small business owner, you might already know that blogging is a good idea. But how do you actually do it in a way that attracts your ideal customer and keeps Google happy?
Grab a cuppa—we’re about to make sense of it all.
Why Blogging Still Matters in 2025
If you've heard that blogging is dead, here's a newsflash: it's not. In fact, for local businesses and niche industries, it's more powerful than ever.
Here’s why blogging still matters:
Google loves fresh content. Regular blog posts tell search engines your website is alive and kicking.
It builds trust. When customers see your blog answering their questions, you become their go-to expert.
It drives traffic. The more useful content you create, the more chances people have to discover you.
It boosts conversions. Educational blog posts lead naturally into products, services, or bookings.
So whether you run a bakery in Bristol, a plumbing company in Peterborough, or a consultancy in Cardiff—blogging can help you grow.
But not just any blog post will do.
Part 1: Know Who You're Writing For (Hint: It’s Not Google)
Before you even open that blank Word doc, ask yourself: who is this for?
You’re not just writing for search engines—you’re writing for humans. Real people with real problems. Google’s algorithm is designed to prioritise helpful, human-first content. So start there.
Create a Simple Customer Profile
Think about your ideal customer:
What do they want to know?
What questions are they typing into Google?
What do they need help with?
Let’s say you’re a dog groomer in Manchester. Your ideal reader might be searching for:
“How often should I get my dog groomed?”
“Best dog grooming brush for Cockapoos”
“What does a full dog groom include?”
Boom. There’s your blog topic inspiration.
Pro Tip:
Use a tool like AnswerThePublic, Google’s autocomplete, or People Also Ask boxes to find real questions people are searching for.
Part 2: Do Your Keyword Research (Without Going Bonkers)
Keywords are the bridge between your blog and Google. But don’t worry—you don’t need a degree in data science to find them.
What Are Keywords, Exactly?
They’re the words and phrases people type into Google. Think:
“Best roofing materials UK”
“How to clean gutters safely”
“Eco-friendly home office ideas”
These are the hooks that get your blog seen.
How to Find the Right Keywords:
Here are three simple ways:
Use Google’s suggestions: Start typing your topic and see what pops up.
Use Ubersuggest or Keywordtool.io: These tools give you a list of ideas based on real searches.
Think like your customer: What would you search if you were looking for your service?
Don’t Overdo It
Once you’ve found a relevant keyword (like “how to repair cracked tiles”), you want to use it naturally:
In your headline
In your subheadings (like this one!)
A few times in the body of the post
In the meta description
Google’s smarter than it used to be. Stuffing the same word in 27 times won’t help. In fact, it’ll probably hurt.
Part 3: Plan Your Blog Structure
A well-structured blog is easier for Google to index and way easier for humans to read.
Use This Basic Blog Structure:
Headline – Include your main keyword and make it snappy.
Introduction – Hook the reader. Make it conversational. Let them know what they’ll get.
Main body – Break it into chunks using subheadings (H2 and H3 tags). Keep paragraphs short.
Call to Action – Tell the reader what to do next: contact you, book a service, download something, etc.
FAQ section – Great for SEO and answering real customer questions.
Make It Skimmable
Most readers won’t read every word. That’s OK. Use:
Bullet points
Bold text
Quotes
Images
Short paragraphs
These all make your post easier to digest—and Google notices.
Part 4: Write Like You Talk
If you remember nothing else, remember this: write like you’re talking to a mate down the pub.
No jargon. No corporate waffle. No trying to sound like Shakespeare’s ghost.
Bad example:
Our company provides bespoke plumbing solutions tailored to the needs of your residence.
Good example:
Need a plumber who actually turns up on time and fixes the leak properly? We’ve got you.
Google loves clarity. And so do your customers.
Part 5: Use Internal Links (and External Ones, Too)
Links help your SEO in two ways:
Internal links point to other blog posts or pages on your site. This keeps visitors clicking and helps Google crawl your site.
External links point to other trustworthy sites (think: NHS, BBC, GOV.UK). This shows you’ve done your homework.
Example:
If you’re writing a post about "how to reduce high blood pressure naturally", you might link to a relevant NHS article about blood pressure ranges.
Just don’t overdo it—aim for 1–3 external links and a few internal ones per post.
Part 6: Optimise Before You Hit Publish
Your blog is written. Lovely stuff. Now it’s time to give it a little polish so it ranks well.
Here's a quick checklist:
✅ Keyword in headline
✅ Keyword in first 100 words
✅ Keyword in at least one subheading
✅ Meta description (150–160 characters, includes the keyword)
✅ Alt text on images (describes the image with the keyword if possible)
✅ Internal links to your own pages
✅ External links to trusted sites
✅ Mobile-friendly format (your website should already be responsive)
If you're using WordPress, a plugin like Yoast SEO or RankMath will guide you through all this.
Part 7: Promote It Like You Mean It
Writing a blog post is only half the job. Now you need to tell people it exists.
Here’s how:
Share it on social media (Facebook, LinkedIn, Twitter, even TikTok if you’re feeling brave)
Email it to your list (even if that list is 12 people)
Add it to your Google Business Profile (seriously—this helps local SEO)
Link to it in other blog posts
Share it in online groups or forums (as long as you’re not being spammy)
The more eyeballs on your blog, the more traffic you’ll get, and the more signals Google picks up that your content is worth ranking.
Bonus: Add a Clear Call to Action (CTA)
Don’t let people finish your blog post and wander off.
Ask them to:
Contact you
Leave a comment
Download something
Book a service
Follow you on social media
You’ve got their attention—use it.
FAQ: Blog Writing for SEO
How long should a blog post be for SEO?
Aim for at least 800–1,200 words for most blog posts. But don’t force it—longer is only better if it adds value. This post, for example, is over 2,500 words because it covers everything in depth.
How often should I blog?
Consistency matters more than quantity. Start with 1–2 posts a month. That’s enough to build momentum without burning out.
Can I write my own blog or should I hire someone?
You can absolutely write your own posts—especially if you enjoy writing and know your customers well. But hiring an SEO writer can save time, bring in more leads, and help you scale.
What’s the difference between blog content and web content?
Web content tends to be static—your homepage, about page, services page, etc. Blog content is dynamic and regularly updated. It answers questions, shares tips, and helps attract new visitors through search engines.
How do I know if my blog is working?
Track it using tools like:
Google Analytics (free) – shows how many people visit and where they come from.
Google Search Console – shows which search terms people use to find your posts.
Your own enquiries – do people say, “I found you through your blog”?
Don’t Just Blog—Help
Blogging isn’t about showing off how clever you are. It’s about helping your customers solve problems, make decisions, and feel confident choosing you.
That’s what Google loves. That’s what people love.
So whether you're writing your first post or your fiftieth, remember:
Be helpful
Be clear
Be you
And if you ever feel stuck, or want someone to do it for you, SEO pros (like us!) are here to help.
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