How to write a blog post that people want to read
Writing a blog post is one of the most effective ways for small business owners to gain online visibility. A well-written post helps you show expertise, connect with potential customers, and improve your site’s visibility in search results. However, learning how to write a blog post that people will want to read and that search engines will understand takes more than just putting words on a page. In this article, you’ll learn how to plan, write, and optimize a blog post from start to finish, using clear, practical steps that help your content reach the right audience and make a lasting impression.
Key takeaways
- Writing a blog post enhances online visibility and helps connect with potential customers.
- Understand your audience and their search intent to tailor your content effectively.
- Create a clear structure with an introduction, body, and conclusion to enhance readability.
- Use Yoast SEO tools to optimize your post and ensure it ranks well on search engines.
- Regularly update your posts to keep them relevant and accurate for both readers and search engines.
Why writing a blog post still matters
Even with AI tools everywhere, good writing is still one of the most valuable marketing skills. A great blog post does more than fill space on your website. It helps people understand your products or services and builds trust in your expertise.
When you write clearly, you make life easier for both your audience and search engines. Google and other platforms use advanced language models to understand context and intent. That means quality, structure, and clarity matter far more than clever tricks or keyword repetition.
AI can assist you, but it’s your insights and experience that make your content worth reading.
Prepare before you write
Strong writing starts long before you type your first word. Preparation gives your content focus and direction.
Ask yourself:
- Who am I writing for?
Picture your ideal reader. Are they a potential customer looking for advice, a peer in your industry, or someone completely new to your topic? The clearer your image of them, the easier it is to write in a way that feels personal and relevant. - What do they want to learn or achieve?
Every reader visits your site for a reason. Maybe they want to solve a problem, find inspiration, or understand a complex topic in simple terms. When you understand their intent, you can tailor your content to deliver genuine value rather than general information. - What is their search intent?
Search intent is the reason behind every query. Are people looking for quick answers, detailed tutorials, comparisons, or inspiration? Recognizing this helps you match your post to what readers expect to find. You can learn more about this in our article on search intent. - What do I want them to do after reading?
Great content guides people toward the next step, whether that’s subscribing to your newsletter, downloading a guide, leaving a comment, or exploring your products or services. Define that goal before you start writing so your post naturally leads readers there.
Write your answers down and keep them visible while you work. They act as a compass for your content, helping you stay focused on what matters most: meeting your readers’ needs while achieving your own business goals.
Next, research your topic. Use tools like Google Trends, Ahrefs, or Semrush (which connects directly in Yoast SEO Premium) to see what people are searching for. Choose one main keyphrase and a few related ones.
You can use AI tools to spark ideas or explore questions, but make sure your final post reflects your own expertise. People read your blog because they trust you.
For more guidance, read our article on SEO copywriting, which explains how to blend keyword research with engaging storytelling.
Create a clear structure
A clear structure makes your blog post easy to read and helps search engines understand your main points. It also keeps you focused while you write.
Every post should have three simple parts:
- An introduction that explains the topic and its value to your reader
- A body that presents your main ideas or solutions
- A conclusion that summarises and guides readers to the next step
Outline your headings before you start writing. In WordPress, use heading blocks (H1, H2, H3) instead of manually changing font size. This keeps your document accessible and ensures search engines can follow your outline.
Each heading should be clear, logical, and connected to your focus keyphrase in a way that feels natural. To further improve your structure, refer to our guide on using headings effectively.
Write your first draft
Once your plan is in place, start writing. Don’t edit yet, but just get your ideas down.
Start strong. Inform your readers about what they’ll learn and why it is important. For example:
Most blog posts are written to fill space. The ones that make an impact are written to help people.
Keep your sentences short and direct. Avoid using jargon unless your audience is familiar with it. Each paragraph should cover one idea and naturally lead to the next. Don’t aim for perfection in your first draft. It’s easier to fix structure and tone once the main ideas are out of your head and onto the page.
When you’re done, take a short break. You’ll see your text more clearly when you return.
Focus on readability
Readability affects everything, from how long people stay on your page to how often they share it and how search engines rank it. The goal is simple: make your content easy to follow.
Write as you would speak to a customer. Keep your paragraphs short and sentences varied in length. Use transition words like for example, however, or in addition to guide readers smoothly through your ideas.
The Yoast SEO readability analysis highlights areas that may trip people up, such as long sentences and excessive use of passive voice. Aim for those green lights; they’re a sure sign that your content feels natural and flows well.
You can learn more about readability and its link to SEO in our post on readability and SEO.
Optimize for SEO
Once your post is easy to read, it’s time to optimize it for search engines. Modern SEO isn’t about repeating the same words; it’s about helping search engines understand what your content means.
Include your keyphrase in your title, first paragraph, and at least one subheading. Then, use related terms naturally throughout the post. Yoast SEO Premium helps by automatically recognizing synonyms and related keyphrases. Learn more about that feature in our guide on using synonyms and related keyphrases.
Search engines also value credibility. Build it by linking to trusted sources, keeping your information up to date, and clearly indicating who wrote the article. Remember, Google’s quality guidelines use the concept of E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. You demonstrate these qualities through accuracy, transparency, and real examples from your work.
Yoast SEO automatically adds structured data (Schema) to your posts, connecting your author profile, organization, and content. This makes it easier for search engines and AI systems to recognize you as a trusted source.
If you’d like to explore this topic, read our article about E-E-A-T.
Add visuals and links
Visuals make your content more inviting and help explain your ideas. Use them to add context, not decoration.
Give every image a descriptive file name and accurate alt text, so search engines and screen readers understand what’s shown. Add captions where they help clarify meaning or add personality.
Link naturally to related content on your own site. Internal links strengthen your site’s structure and encourage visitors to explore further. You can also link to high-quality external sources if they provide extra value to your readers.
Edit and improve
Editing turns a good draft into something people will actually enjoy reading. Start by reading your post aloud. If it sounds awkward or too formal, simplify. Replace long words with clear ones and remove unnecessary repetition.
Then, check the technical details:
- Are your headings consistent and descriptive?
- Is your meta description under 160 characters and focused on the keyphrase?
- Do your links all work and make sense in context?
The Yoast SEO sidebar gives you immediate feedback as you refine. You can even use its AI title and meta description suggestions to save time and test variations that attract clicks.
Publish and promote
Once your post reads well and your Yoast SEO traffic lights are green, you’re ready to publish.
Before hitting the button, double-check that your URL is concise, includes your focus keyphrase, and appears visually appealing. Ensure your featured image is set and that the preview appears correctly on mobile devices.
After publishing, share your post across multiple channels. Add it to your newsletter, mention it on social media, and link to it from older articles. Each new visitor helps your post gain traction and authority over time.
Keep your posts fresh
Search results are updated frequently, and readers expect to find current information. Review your posts at least once a year to ensure they remain current and accurate.
Update data, examples, and screenshots when needed. If search intent has shifted or a term has fallen out of use, adjust your focus keyphrase.
Yoast SEO Premium integrates with Wincher, which allows you to track how your articles perform and identify when they need a refresh.
Keeping your content current shows both readers and search engines that your site is active and reliable.
Writing a blog post that people will want to read isn’t just about SEO. It’s about being helpful, authentic, and consistent. When you combine thoughtful writing with tools like Yoast SEO Premium, you can create content that brings in readers, builds trust, and helps your business grow.
