How to Write Blogs That Rank and Resonate
Writing a blog that both captures your audience’s attention AND satisfies Google’s ever-evolving algorithm can feel like walking a tightrope.
To succeed, you need to know what works—and what doesn’t. When you get the hang of it, it's just putting one foot in front of the other. Easy.
But some blogs are doomed to languish on page 10 of search results, while others shine at the top of the SERPs (Search Engine Results Pages).
How do you ensure your blog gets read? Let's break it down by comparing a BAD BLOG (the pitfalls to avoid) with a GOOD BLOG (the practices to embrace).
HOW TO BLOG BAD!
A bad blog has good intentions but falls spectacularly flat by ignoring the essentials: quality, usability, and search engine optimization.
The most common mistakes? Here's my top 5:
1. WRITE Thin, Irrelevant Content
What It Looks Like: Content that’s superficial, vague, or doesn’t answer the reader’s query. Think 300 words of fluff with no actionable takeaways.
Why It’s Bad: Google devalues low-quality content that fails to meet user intent. Readers will bounce quickly, signalling to Google that your blog isn’t worth their time.
2. NOTHING TO
E-A-T
(Expertise, Authoritativeness, Trustworthiness)
What It Looks Like: No clear author attribution, outdated or unverified information, and a lack of credibility.
Why It’s Bad: Google’s algorithm assesses your blog’s trustworthiness, especially on sensitive topics. If it can’t find evidence of expertise, your blog may lose visibility.
3. LOAD Slow and GIVE A Poor Mobile Experience
What It Looks Like: A website that takes f-o-r-e-v-e-r to load or looks terrible on a mobile device.
Why It’s Bad: Over 60% of Google searches are done on mobile devices. A bad mobile experience or slow-loading page makes readers leave, tanking your rankings.
4. Neglect SEO Basics
What It Looks Like: Random keyword stuffing, no meta descriptions, and unorganized headings.
Why It’s Bad: Without proper SEO structure, search engines can’t properly index your blog, meaning it won’t appear in relevant search results.
5. DON'T Engage, Bounce HIGH
What It Looks Like: No visuals, no internal linking, and a lack of CTAs (Calls to Action). Readers arrive and leave without engaging further.
Why It’s Bad: Google tracks user behaviour. If visitors don’t stick around or interact, your blog signals a lack of value, which hurts your rankings.
HOW TO BLOG GOOD!
Creating a blog that performs well on Google requires hitting key marks in content quality, usability, and engagement.
Here’s how I craft GOOD BLOG:
1. WRITE High-Quality, Relevant Content
What It Means: Provide original, in-depth, and valuable information that directly answers the reader's query.
Why It Matters: Content that is well-written and accurate ranks higher because it keeps readers engaged. Aim to inform, entertain, or inspire your audience with every post.
Pro Tip: Use tools like AnswerThePublic to identify commonly asked questions and structure your blog around solving those queries.
2. E-A-T: Expertise, Authoritativeness, Trustworthiness
What It Means: Show Google (and readers) that you’re a credible source. Include an author bio, source credible information, and update outdated content regularly.
Why It Matters: Blogs with high E-A-T stand out as reliable resources, especially for sensitive topics like health, finance, or law.
Pro Tip: Link to authoritative external sources and back your claims with data. For instance, instead of saying, “Many people use this,” provide stats like, “Over 70% of users prefer this feature (source).”
3. BE Mobile-Friendly and LOAD Fast
What It Means: Your blog should look great and load quickly on any device, especially mobile. Use responsive design and optimise images for speed.
Why It Matters: A fast, mobile-friendly blog keeps readers on the page longer, which Google rewards.
Pro Tip: Use tools like Google’s PageSpeed Insights and Core Web Vitals to measure and improve site performance.
4. OPTIMISE SEO
What It Means: Use on-page SEO techniques to help search engines understand your blog. Focus on relevant keywords, meta titles/descriptions, structured headings, and internal/external linking.
Why It Matters: SEO optimisation ensures your blog appears in search results when users look for relevant queries.
Pro Tip: Include a long-tail keyword in your headline and headings (e.g., “How to Write Blogs That Rank on Google in 2024”) and naturally integrate it throughout the text.
5. ENGAGE UserS and ENCOURAGE GOOD BehavioUr
What It Means: Create content that keeps readers on the page and encourages interaction (comments, shares, or clicks). Use multimedia like images, videos, and infographics to break up text and maintain interest.
Why It Matters: Engagement metrics like time-on-site and low bounce rates signal to Google that your blog is valuable.
Pro Tip: End every blog with a clear call-to-action (CTA) to encourage further interaction, like signing up for a newsletter or exploring related articles.
Bonus Tip: UPDATE REGULARLY
Even the best blog can fall in rankings if it becomes outdated. Regularly refresh your content with new stats, trends, or insights to keep it relevant to readers and Google.
Updated blogs often outperform newer but less comprehensive content.
The difference between a BAD BLOG and a GOOD BLOG isn’t just in the content but in the strategy behind it. By focusing on quality, usability, and engagement, you can create blogs that not only rank well but also provide genuine value to your readers.
So, the next time you sit down to write, think about this: Are you writing a blog that Google (and your audience) will love? If not, it’s time to level up with these tips and turn every post into a winner.
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