How to Write a Blog Post: A 12-Step Guide

In this guide, you’ll learn how to write blog posts that attract the right visitors, keep them engaged, and drive real results.

Let’s get started.

1. Choose a Topic Idea

To start writing a blog post, you need a topic idea that’s relevant to your audience and aligned with your marketing goals. 

Here are some quick, reliable ways to come up with blog-worthy ideas:

• Explore relevant forums. Platforms like Reddit, Quora, and niche communities are the places where your audience vents, asks tough questions, and shares solutions. Turn those conversations into content topics
• List terms related to your brand or product. Start by jotting down core features, common use cases, and industry jargon tied to what you offer. Use these terms as seed keywords for keyword research later
• Talk to your sales team. Your sales reps hear what prospects are confused about, what objections stall deals, and what problems keep coming up. Ask them what questions they get asked repeatedly and turn those into blog posts.
• Interview existing customers. These conversations reveal your customers’ pain points, turning points, and the language they use to describe their problems. Turn these insights into content that improves retention and builds credibility with future customers.
• Check in with leadership. Ask what their priorities are, what trends they’re watching, and what shifts they’re seeing in the market. Use these conversations to ideate content that supports strategic business goals and speaks to where the business is headed.

Heather Kays, Freelance Marketing Manager, uses an approach to finding ideas that incorporates multiple sources:

“I start by listening. Seriously. Before I write a single word, I talk to sales, support, and sit in on leadership meetings. I want to understand what people are worried about, hoping for, or frustrated by. That’s where the best ideas live.”

2. Perform Keyword Research

Use the ideas you jotted down earlier to perform keyword research and identify the most relevant and promising keywords for your business.

You can start with Google’s Keyword Planner—it’s free and built directly into Google Ads. It gives you keyword suggestions, general monthly search volume information, and an overall sense of competition.

For detailed insights and personalized metrics, use Semrush’s Keyword Magic Tool.

Enter a seed keyword, choose your target location, add your website URL, and click “Search.”

Next, you’ll see a list of related keywords with helpful details for each like:

• Search volume: How many people search for that keyword every month
• Search intent: What people are trying to accomplish (learn, compare, find a resource, or take action)
• Personalized Keyword Difficulty (PKD %): How hard it is for your specific website to rank in the top 10 results
• Potential traffic: An estimate of how much traffic that keyword could bring to your site

Next, use filters to narrow down your list and focus on keywords that are both easy to rank for and worth your time.

Select the “Personal KD %” filter and set it to “Easy” or “Very easy” to focus on terms that your site has a good chance of ranking for. 

Then, select the “Volume” drop-down and enter “100” in the “From” field to show only terms that are most likely to drive a reasonable amount of traffic with a high ranking. Click “Apply.”

Browse the list and select terms that seem like the best fit.

Once you’ve found the most promising and relevant keywords for your business, it’s time to start your research.

3. Start Your Research 

Doing thorough research helps you understand what type of content is likely to be shown in search results, support claims, and find ways to make your content unique. 

Start with a SERP analysis. Which involves studying the top results shown on the search engine results page (SERP) for the keyword you’re writing about to see what kinds of pages Google thinks best meet search intent.

Just run a search for your primary keyword (preferably in incognito mode) and review the top organic (unpaid) results.

Or use Semrush’s Keyword Overview to see results that aren’t personalized precisely to you. 

Just enter your target keyword, choose your target country, and click “Search”. 

Scroll down to the “SERP Analysis for:” section to see the top-ranking pages. 

You can also click on any result to visit the page directly and review its content.

Jovana Smoljanovic Tucakov, Content and SEO Team Lead at wpDataTables, explains how she approaches doing a SERP analysis:

“When I review top-ranking articles, I focus on how well they meet the searcher’s intent, how relevant the content is, how they’re structured, and whether they cover the topic in depth.”

More specifically, we recommend you look out for:

• Content types: What format do the top-ranking pages use (e.g., informative guide, landing page, tool list)? This shows you which format Google has identified as best for satisfying the query.
• SERP features: Notice if terms trigger a featured snippet (a text excerpt from a top result that succinctly answers the query) or an AI Overview (an AI-generated summary). If there’s a featured snippet, determine whether you can deliver a clearer and more helpful answer. If there’s an AI Overview, take note of what it covers to understand what information Google considers relevant.
• Content gaps: Is there anything important missing from the top pages? You can get a sense of this by seeing how long the content is, how thoroughly each topic is covered, how detailed the explanations are, etc.
• Subtopics included: List the key subtopics or sections included to decide what your post should also cover or expand on

When you’re done evaluating the SERP, do the remaining research it will take to execute your blog post. 

Depending on the blog post, that can include:

• Original research: This is any data or information you gather yourself. Run a quick poll, survey your audience, analyze internal data, or perform a small experiment. Even a few unique insights can make your content stand out.
• Research-backed data points: These come from trusted third-party sources like industry reports, academic studies, or benchmark surveys. Use them to support your claims and add credibility to your arguments.
• Subject matter expert (SME) interviews: Talk to internal experts, customers, or industry peers with first-hand experience to gather insights can add nuance, depth, and authority to your blog posts

Joanna Borkowska, Head of Content at 6Minded, shares her process for collecting SME input:

“I start by figuring out who’s best suited to speak on the topic—whether that’s someone in-house or an external expert. Then I prep focused questions and either email them, set up an interview, or pitch to platforms like Featured or Qwoted.”

4. Create an Outline

Now it’s time to put everything together into a working content outline that maps out your basic article structure and what you’ll say in each section. Which will make the writing and revision processes much smoother.

You might start by first planning out all your heading tags.

Like this:

After you have your main structure determined, list the key points you’ll cover. And indicate where you’ll add things like images, quotes, and data points. 

If you have other team members who work on content, send your outline to them for review to make sure you’re aligned on the direction. 

They can leave comments directly inside your document. Which makes it easy to apply their input.

A short check-in here can save hours of rewriting later. 

5. Write Your Headline

A strong SEO headline conveys what your post will cover and sets clear expectations for the reader about what they’ll gain.

Follow these tips to write a solid headline for your blog post:

• Use clear and simple language. Write titles that are easy for users and search engines to understand. Avoid vague language and jargon.
• Communicate the benefit. Emphasize what the reader will take away from the article to entice them to read.
• Include the primary keyword. Incorporate your primary keyword to make sure readers and search engines know what your main topic is. If possible, put the keyword near the beginning of the headline. 
• Match your title tag and H1. Keep your H1 (on-page headline) and title tag (the title that can appear in search results) identical or very similar. This can help search engines clearly understand what your content covers and avoids confusing them with mixed signals.
• Be accurate. Avoid clickbait. Your headline should deliver on what the headline promises.

Here’s an example from the Semrush blog: “Is SEO Dead in 2025? No, But Changes Are Coming.” This headline applies the tips we mentioned above.

This headline works because it addresses a common question that users are searching, answers it directly, and provides information about what’s next. 

6. Write Your Body Content

Now, it’s time to tie all your ideas and research into a logical and cohesive narrative.

You can start with the introduction if it helps you set the tone. But it’s often easier to write it later on, once you know where the piece is going.

Here are a few tips on how to write a blog post’s body copy:

• Use the bottom line up front (BLUF) framework. Start each section with the key takeaway. This reduces time to value and keeps readers engaged.
• Make it actionable. Share practical advice, clear steps, or frameworks readers can apply right away.
• Use relatable examples. Share examples that are likely to resonate with your readers. It’s likely to improve their understanding. 
• Prioritize readability. Keep paragraphs short, use clear subheadings, and break up heavy text with visuals and bullet points.
• Write with your reader in mind. Think about what they already know, what they’re trying to solve, and where they might get stuck. Anticipate their questions or concerns, and make sure your content addresses them.

You can see many of these tips in action in our own blog post on link building for SEO.

We use questions as subheadings and answer them directly in the body copy below.

We then add context and include a visual to explain the concept.

And make it actionable by showing how to use a relevant Semrush tool to vet backlink prospects:

As you write, consider how you can optimize your content for search engines. This can increase its chances of appearing higher in search results for the keywords you’re targeting.

Here’s how to do it:

• Use your primary keyword. Include your primary keyword in the title, introduction, and naturally throughout the body.
• Add related keywords. Sprinkle in secondary keywords your audience might also be searching for. This can increase your blog post’s chances of ranking for multiple search variations.
• Write a title tag. This is the HTML headline that can appear in search results. It should clearly describe what the page is about—for both readers and search engines.
• Use descriptive subheadings. Organize your content using header tags to improve readability and help search engines understand your structure. Include your primary or secondary keywords naturally in these headers.
• Include relevant internal links. These are links to other blog posts, guides, or resources to improve user experience and help search engines discover more of your pages and how they’re related.

You can also use Semrush’s SEO Writing Assistant to get live feedback while you write—right inside Google Docs.

The tool scores your content across four key areas: SEO, readability, originality, and tone of voice. And offers actionable recommendations for each. 

7. Add an Introduction

Your intro should make people want to keep reading, so keep your audience in mind, mention your primary keyword to show relevance, and state the main point right away.

Let’s say you’re writing a post titled “How to Build an Emergency Fund (Even on a Tight Budget).”

Before you write the intro, ask yourself what you need to convey about the topic to keep readers engaged.

Here are a few tips that can help:

• Start with something your audience can relate to. Instead of saying “Having an emergency fund is important,” lead with a scenario that’s likely to resonate. For example, “Having an emergency fund keeps an unexpected medical bill from throwing off your entire month.”
• Mention the main benefit. Tell readers what’s in it for them. Keep it specific and outcome-driven: “You’ll learn how to build a $1,000 emergency fund, starting with just $10 a week.”
• Use the primary keyword early. Include your primary keyword within the first 100 words. This helps search engines better understand what your post is about, which can improve its chances of ranking higher for the primary keyword.
• Make the takeaway clear. Show the reader exactly what they’ll walk away with by the end of the post. Example:“By the time you finish reading, you’ll have a simple, practical savings plan—even if your budget is tight.”
• Avoid stating the obvious. If your headline is “How to Build an Emergency Fund (Even on a Tight Budget),” don’t begin with “You can build an emergency fund on a tight budget.” That’s wasted space.

And sometimes, you don’t need an introduction at all. If you think it’s unnecessarily increasing time to value, just skip it. 

8. Write an Engaging Conclusion

For the conclusion, skip restating the post and instead tell readers what to do next.

Let’s say your post was about starting a side hustle while working full-time.

Your reader stuck with you through the tips—now they need a little encouragement to move from idea to action. 

Here are a few ways to write a stronger conclusion:

• Reinforce the outcome. Remind readers what they’ve just learned and why it matters. For example: “Now you have a plan to launch your side hustle—even with a packed schedule.”
• Tell them what to do next. End with a clear step they can take—a call to action. For example: “Block off one hour this weekend to list your skills and brainstorm side hustle ideas.”
• Share a helpful resource. If you have a free tool, checklist, or template, this is the place to share it. For example: “Download our free side hustle planner to get started with a clear step-by-step checklist.”
• Invite connection. Encourage readers to engage, share, or respond—especially if the topic benefits from community input. Example: “Already juggling a side gig? Share your tips or struggles in the comments.”

Also, you can mention your product or service if it fits naturally. The goal isn’t to sell—it’s to help. If what you offer genuinely supports the next step, include it. If not, skip it.

A strong conclusion leaves readers feeling confident, not overwhelmed. It gives them one small thing to do, one reason to do it now, and one reminder that progress is possible.

9. Review & Revise Your First Draft

Taking the time to review and make changes to your draft helps you catch errors and improve the overall argument and flow.

Ideally, have an editor or another team member review the piece.

If that’s not possible, here’s how to review your own post effectively:

• Read it out loud. This can help you catch awkward phrasing, run-on sentences, and areas that feel unclear or overly dense.
• Verify facts. Double-check any claims, data points, or tool references. Make sure everything you’ve included is current, correct, and well-sourced.
• Review it from the reader’s perspective. Go through every section and ask yourself whether it’s genuinely useful. Will someone reading this feel like they’ve learned something new or just skimmed familiar surface-level advice?
• Use editing tools. Different tools can speed up editing, highlight weak spots, and offer suggestions to improve.

You can also use an AI tool like ChatGPT to get a second opinion on your draft.

 Here’s an example of a prompt you can enter into for honest and constructive feedback:

“Be my worst critic. I want you to go through this post and flag anything that feels vague, repetitive, surface-level, or hard to follow. Tell me where I’ve missed opportunities to add value, improve flow, or go deeper. Look at this from a reader’s perspective—what’s useful, what’s fluff, and what’s missing?”

You can also use Semrush’s SEO Writing Assistant to optimize for search engines, improve clarity, and stay consistent with your brand’s tone of voice.

10. Publish Your Blog Post

Now it’s time to publish the blog post via your content management system (CMS) or blogging platform to make it accessible to readers.

Before you do, use the live preview feature to make sure everything looks as it should. 

Also, double-check that you’ve added the following:

• Alt text for images: This is text that briefly describes images for search engines and visually impaired readers. Make sure it’s 125 characters or fewer and includes keywords when relevant. 
• URL slug: The end portion of the URL that identifies the specific page. Keep it short, clear, and focused on the topic.
• Title tag: Keep it under 60 characters and include the primary keyword
• Meta description: This is a short HTML summary that can appear below your title tag in search results and encourage readers to click. We recommend 105 characters or fewer to avoid truncation. 
• Open Graph meta tags: These control how your post appears (title, image, and description) when shared on social media or communication platforms like Slack 

You may need a plugin or SEO tool to help you edit some of these fields within your CMS.

Once everything looks good, publish the piece.

11. Distribute Your Blog Post

Share and promote your live blog post through other marketing channels (called content distribution) to help it reach as many readers as possible.

For example, we recently shared one of our blog posts on LinkedIn along with a direct link to it.

Here are a few other ways to promote your blog post:

• Email: Include links to your blog post in your next newsletter. Or in other promotional messages when relevant. 
• Paid channels: Promote the content through paid ads if you have the budget for it
• Outreach: Email relevant industry experts or bloggers and ask if they’d consider linking to it
• Content syndication: Republish the post on platforms like Medium or LinkedIn Articles 

It’s also a good idea to repurpose your blog post into other formats.

For example, you can turn a listicle into a video that touches on the same main points. Or create an infographic to share on social media (like in the example above). 

12. Track Your Performance

By tracking your performance, you can see what’s working and what’s not. And you can use that to inform your future content. 

You can track relevant content marketing metrics using tools like Google Analytics 4 (GA4), Google Search Console (GSC), and Semrush. 

Track things like:

• Views: How many times your post was viewed in a given time range. It can help you understand whether your topic is driving interest.
• Unique visitors: How many individual visitors saw your post in a given time range. If you’re seeing high views but low unique visitors, it usually means the same people are viewing the post multiple times. 
• Average time on page: Shows how long users actively engage with your content during a visit. If readers are spending more time, it suggests your content is easy to read, engaging, and addressing their concerns.
• Conversions (called key events in GA4): The total number of desired actions (signing up for a demo, downloading a resource, etc.) visitors are taking. This shows if your content is driving results that impact the bottom line.
• Keyword rankings: How your content is performing in search results for your target keywords. Tracking this over time can help you understand how your SEO efforts are paying off. If you see a drop in rankings, it’s a signal to revisit your content.

While you can monitor keyword rankings using GSC, Semrush’s Position Tracking tool lets you track the keywords you care about most and even see personalized insights into your potential rankings and traffic.

Streamline Your Blog Writing Process

Now that you know all the details about how to write a great blog post, you can see that it takes time.

To speed things up, you can use Semrush’s SEO tools to do research and refine your draft to make it publish-ready. 

Try them today.