How to write SEO Friendly Blog Content

How to Write SEO-Friendly Blog Posts That Reflect Your Brand

steve phipps

Steve Phipps

CEO, President, Chief Strategist

August 15, 2024

Picture this: You’ve invested countless hours refining your product or service. You’re confident that what you offer can solve real problems for businesses, but your website traffic isn’t showing it. Your content isn’t reaching the right people, and when it does, it doesn’t quite hit home. Does this scenario sound familiar? It’s a common challenge that many B2B companies face, especially those who have not learned how to write SEO-friendly blog posts.

But there’s light at the end of the tunnel. Crafting content that genuinely reflects your brand and performs well online is within reach. In this guide, I’ll walk you through the steps on how to write SEO-friendly blog posts that engage your audience and drive real results. By the end, you’ll have a clear path forward to elevate your content strategy, ensuring your brand’s message reaches the right people at the right time.

New to SEO? Check out our SEO Overview for B2B Small Businesses first!

Step 1: Understand Your Brand 

Before diving into how to write SEO-friendly blog posts, it’s essential to have a deep understanding of your brand. Who is your target audience? Maybe they’re business leaders or decision-makers seeking reliable solutions to complex problems. They’re likely busy, so your content needs to be clear and to the point. Whether your brand tone is professional, approachable, or a mix of both, consistency is crucial.

Let’s take a real-world example. One of our accounting firm clients faced a similar challenge. They had built their business one relationship at a time, primarily through word-of-mouth referrals. But when they decided to expand their reach, they realized they needed a more strategic approach. By deeply understanding their brand and target audience, they transitioned from “waiting on clients” to actively pursuing new clients in specific industries. This shift in strategy, rooted in a clear understanding of their brand, was the foundation for their later success.

Review your existing content—blog posts, case studies, social media—to ensure your messaging is aligned. Consistency across all platforms helps your audience connect with your brand on a deeper level, fostering trust and recognition.

Step 2: Develop an SEO-Friendly Outline 

Once you’ve nailed down your brand’s voice, it’s time to structure your content for both readability and SEO. When you’re first learning how to write SEO-friendly blog posts, a well-organized outline helps your content flow naturally and makes it easier for both readers and search engines to grasp the key points.

The following tips fall into the category of on-page SEO— the process of optimizing individual web pages to improve their search engine rankings and attract more relevant traffic. It includes using elements like keyword usage, content structure, headings, meta descriptions, and image optimization to make your content clear and valuable for both users and search engines. We dive into many of the details below, but if you want to know more, be sure to check out these blog posts:

What are Headers in SEO?

Start by creating a detailed outline with clear, SEO-optimized headers. These headers serve as a roadmap for your readers, guiding them through the content while signaling to search engines what each section is about. Understanding how to write SEO-friendly blog posts involves using the right headers, such as:

  • H1 (Header 1): This is the main title of your article, usually at the top of the page. The H1 should clearly describe the topic of your article and include your primary keyword. For example, “How to Write SEO-Friendly Blog Posts That Reflect Your Brand” is an effective H1 because it’s clear, concise, and keyword-rich.
  • H2 (Header 2): These are the main section headers within your article. H2s should break down the key topics of your post, helping to organize the content into digestible chunks. For instance, in this article, “Step 2: Developing an SEO-Friendly Outline” is an H2. Each H2 should also include relevant keywords, making it easier for search engines to categorize your content (and for readers to scan).
  • H3 (Header 3) and beyond: These subheaders fall under H2 sections and are used to break down information further. For example, under the H2 about developing an outline, you might have H3 headers like “What are Headers in SEO” (see above) or “Best Practices for Keyword Placement.” These help to keep the content organized and provide additional layers of detail without overwhelming the reader.

What is Metadata?

In addition to headers, don’t forget about metadata—the behind-the-scenes information that search engines use to understand your page’s content. The most important pieces of metadata include:

  • Meta Title: This is what appears as the clickable link in search engine results. It should be concise, include your primary keyword, and accurately represent the content of your article.
  • Meta Description: This is the brief summary that appears below the meta title in search results. It should provide a compelling overview of your article, include your primary keyword, and encourage users to click through to read more.
  • Alt Text: This is the text used to describe images within your content. It’s important for both SEO and accessibility, as it helps search engines understand what the images are about and provides context for users who may be visually impaired.

There are other technical SEO points that need to be followed, but as far as actual content writing goes, these are the main ones to focus on. By paying attention to these structural elements—H1, H2, H3, metadata, and alt text—you create content that’s not only well-organized and easy to navigate but also optimized for search engines. This approach ensures that your content is both user-friendly and SEO-friendly, helping to boost your visibility and reach.

Step 3: Write SEO-friendly Blog Posts

With your outline in place, begin writing SEO-friendly blog posts. Start by addressing a problem your audience might be facing and explain how your content will help solve it. For example, if your readers are unsure how to market their services effectively, let them know you’ll provide actionable tips on how to write SEO-friendly blog posts that guide them.

Your writing style should be conversational yet informative, striking a balance between being approachable and demonstrating expertise. Avoid using overly technical language unless necessary; your goal is to make the content accessible to readers with varying levels of knowledge.

Let’s revisit our accounting firm client’s example. They initially struggled with getting the right clients, not just any clients. They did not have an intentional content strategy and did not post consistently. Once they partnered with us and began producing custom content optimized for SEO, their results improved dramatically. For instance, their blogs now make up more than 70% of their web traffic, compared to just 12% before. This content, tailored to answer the specific questions their ideal clients were asking, positioned our client as a knowledgeable and trustworthy resource—exactly what you want your SEO-driven content to do.

Read More: Best AI Writing Tools for Marketing ChatGPT vs. CoPilot vs. Claude

Step 4: Incorporate They Ask, You Answer 

One of the most effective content marketing strategies for B2B companies is Marcus Sheridan’s “They Ask, You Answer” framework. The concept is simple yet powerful: focus on answering your prospects and customers’ most common questions. By doing so, you position yourself as a trusted resource, build credibility, and naturally attract more traffic to your site.

To implement this, start by identifying the top questions your audience is asking—whether they’re about pricing, problems, comparisons, reviews, or questions about which brand is the best (we call this “best-of” content). Then, create content that addresses these questions directly. Be transparent, honest, and thorough in your responses. This approach not only builds trust but also aligns perfectly with SEO best practices, as it targets the exact search terms your audience is using.

Our accounting firm client did just this by addressing common pain points in their industry, such as the confusion surrounding tax services or the benefits of working with a specialized accounting firm. By focusing on what their audience was searching for, they saw a 2,400% increase in organic traffic in just two years. This strategy isn’t just about generating traffic; it’s about generating the right traffic—those who are most likely to convert into clients.

Read More: What Is the Big 5? Your Foolproof B2B Content Marketing Strategy

Step 5: Apply the StoryBrand Framework 

Another crucial element to incorporate into your content strategy is the StoryBrand framework developed by Donald Miller. The StoryBrand approach revolves around positioning your customer as the hero of the story and your brand as the guide that helps them achieve their goals.

In practice, this means your content should focus on your customer’s challenges, aspirations, and the transformation they seek. Rather than talking about how great your company is, center the narrative around how you can help your customers succeed. This shift in perspective makes your content more relatable and engaging, which in turn drives better results.

For example, if you’re writing a case study, frame it in a way that highlights the customer’s journey. Describe their initial problem, the solution you provided, and the successful outcome they achieved. This storytelling approach not only captures attention but also resonates deeply with your audience, making them more likely to engage with your brand.

Our accounting firm client used the StoryBrand approach to clarify their messaging and build better brand awareness. By positioning themselves as more than just accountants but as trusted advisors who could guide their clients to success, they saw a significant increase in both brand recognition and client engagement. This transformation not only boosted their online presence but also led to record-breaking months in terms of client acquisition and billing.

Read More: What Is a Brand Story? 7 Keys To Marketing That Wins Big

Step 6: Review and Refine  

When you are just beginning to learn how to write SEO-friendly blog posts, it’s important to review your content critically. If there’s something missing, now is the time to add it. First, ensure that the tone aligns with your brand’s style. Is the content professional yet relatable? Does it reflect the voice your audience expects from your brand?

Next, review your use of the primary keyword. It should be present but not overused, maintaining a natural flow throughout the article. It should also be in the H1 and at least two H2 headings. Assess whether the article provides real value—does it answer the key questions your audience is likely asking, like “How do you write SEO content?” or “What is SEO-optimized content?” Consider adding an FAQ to the end of the post to answer more relevant questions in a direct way.

Also, consider the accuracy of any data or statistics included in the article. Ensure that all facts are correct and properly cited. This builds credibility with your readers and reinforces your brand’s authority in the industry.

Finally, make any necessary adjustments and prepare to publish your polished, SEO-optimized content.

Read More: The Ultimate FAQ Guide for Small Business SEO

Is Your Content Strategy Driving the Right Leads? Let’s Talk.

Creating content that’s both SEO-friendly and true to your brand isn’t just a task—it’s a critical part of your marketing strategy. If your content isn’t bringing in the traffic or leads you need, it’s time to reassess. At Wayfind Marketing, we specialize in crafting content that not only captures your brand’s voice but also attracts the right kind of attention online.

Ready to see how a tailored content strategy can boost your business? Schedule a call with us today, and let’s discuss how we can help you drive meaningful results for your company. Don’t wait for the right clients to find you—let’s go after them together.

 

steve phipps

About Steve Phipps:

Steve Phipps, president of Wayfind Marketing and a certified They Ask, You Answer Coach, brings over 25 years of marketing expertise. His practical, client-focused approach has helped numerous businesses grow. As a former CMO for multiple companies and a Chick-fil-A franchise owner, Steve understands the challenges small business owners face. He leads Wayfind Marketing with a mission to help business owners grow their companies without the usual headaches, emphasizing strategies that position companies as authorities in their field.

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