Be honest — how many times have you spent hours writing a blog post that should have ranked… but didn’t?
You hit publish.
You share it everywhere.
You wait.
And then? Crickets.
It’s frustrating because you know your content is good. But good isn’t enough. Google doesn’t reward effort — it rewards strategy.
Once I learned that, everything changed.
Now, every post I publish has a plan — not just hope.
Here’s the exact process I use to write content that actually ranks (and keeps ranking).
Step 1: Start Where Google Already Pays Attention
Most people start with what they want to write.
I start with what Google already likes.
Here’s how you can do that too:
Type your topic into Google.
Look at the first 3 results.
Ask: What’s working here? Why did Google pick these?
Then don’t copy them — beat them.
Make your post more complete, clearer, or more up to date.
You’re not guessing anymore. You’re building on what’s proven to work.
Step 2: Pick Keywords You Can Actually Win
If your site is new, you’re not outranking HubSpot or Forbes next week.
And that’s okay.
You just need smarter targets.
Go to a tool like Ahrefs, Ubersuggest, or Google’s own autocomplete.
Find long-tail keywords — phrases people search for but big sites ignore.
Example:
Instead of “content strategy,” go for “content strategy for small businesses.”
Smaller competition. Real intent. Faster wins.
Step 3: Build the Outline Before You Write a Single Word
This is where most people lose.
They start typing with no structure — and the post ends up messy.
I use a simple rule:
If your outline doesn’t make sense, your article won’t either.
My outline always includes:
The reader’s problem
Why it matters
The steps to fix it
Quick examples
A takeaway they can use today
Once you have that, writing becomes easy.
You stop guessing. You just fill in the blanks.
Step 4: Make Google and Humans Stay
Google tracks how long people stay on your page.
If they bounce fast, you drop.
So you have to make people want to stay.
Here’s how I do it:
Start with a story or problem (pulls them in).
Use short sentences.
Break text with subheadings and bullets.
Add screenshots, quotes, or a quick stat.
You’re not writing an essay — you’re having a conversation.
And when your readers stay longer, Google notices.
Step 5: Update. Always.
The biggest SEO mistake? Hitting publish and moving on.
Old posts decay. Stats go stale. Competitors catch up.
That’s why I schedule a content refresh every 3–6 months.
Here’s what to do:
Update numbers and links.
Add new examples.
Tighten the intro.
Re-index in Search Console.
Every time I do this, rankings bump again — without writing anything new.
Why This Works
Google’s goal is simple: show people the best answer.
When you write like a human, research like a detective, and update like a pro, you give it exactly that.
No hacks. No tricks. Just process.
Your Turn
If you’ve been posting but not ranking, try this 5-step process on your next article.
Or better — take an old post and rework it using these steps.
Watch what happens in 30 days.
And when it starts climbing… you’ll know why.