Writing a blog post: the 9-step method (with examples)

You have a website, expertise, and clients to convince, but your blog remains desperately empty or under-read? Writing a blog post isn't something you can just wing. Nor can it be done instinctively. Yet, with the right method, any business owner or freelancer can produce content that attracts qualified visitors, establishes credibility for their expertise, and generates inquiries, without being a journalist or marketing specialist.

This guide accompanies you step by step, from researching a topic to promoting your article, with concrete examples adapted to your reality as a very small business or SME.

Why maintain a company blog (and what it really pays off)

Before writing a single line, it is legitimate to ask the question: is it really worth the time invested?

The answer is yes, provided it's consistent and strategic. Organic search generates on average 53% of web trafficThis compares to approximately 15% for paid advertising, according to BrightEdge data cited by an industry tool. For a very small business, this means that one in two visitors arrives via Google, without you having paid for a single click. And you owe this traffic largely to your editorial content.

The figures speak for themselves: according to Marketing Insider Group, Companies publishing at least 16 articles per month generate 4,5 times more leads than those that publish 4 times or less. According to a market tool, companies that maintain an active blog generate 13 times more leads than those that do not.

A company blog offers you concrete benefits:

Concrete example : A human resources consultant publishes an article entitled "How to Write an Effective Job Description." Every month, this article attracts SME managers who are looking for exactly this service. Without spending a single euro on advertising.

Step 1: Choose a topic that interests your customers (simple keyword research)

The classic mistake is to write about what interests you. The right approach is to write about what your customers are actively searching for on Google.

To find these topics, you don't need a complex tool. Here are three methods accessible to everyone:

1. Google Suggest. Type the beginning of a sentence into the Google search bar and observe the automatic suggestions. They reflect the real questions asked by internet users.

2. The section "Other questions asked". At the bottom of each Google results page, you'll find related questions that internet users are asking about your topic. It's a goldmine for finding article angles.

3. Professional forums and groups. LinkedIn, Facebook groups in your sector or specialized forums give you access to the real concerns of your target audience.

Once you've identified your topic, check that people are actually searching for it. Free tools like Google Search Console (if you already have a website) or Ubersuggest can give you an estimate of the monthly search volume.

Concrete example : A plumber in Lyon types "plumber" into Google Suggest and discovers "how to unclog a sink without chemicals," "water heater replacement cost Lyon," or "what to do about a leaking faucet." Each of these phrases can become a blog post that attracts qualified local customers.

Step 2: Define the research intent

Choosing a keyword isn't enough. You need to understand what the internet user really wants to find behind that keyword. This is what we call...research intention.

There are four main categories of intention:

To identify the intent behind your keyword, the most reliable method remains reading the SERP: type your query into Google and observe the results. If you see blog articles and guides, the intent is informational. If you see pricing pages and forms, it's transactional.

Concrete example : An online store specializing in natural cosmetics is targeting the keyword "face cream for dry skin." When they type in this query, they find that Google primarily displays comparison articles and buying guides. Therefore, they need to create an article like "The 5 Best Face Creams for Dry Skin" rather than a simple product page.

Missing the search intent means writing an excellent article that Google will never rank, because it doesn't match what users expect.

Step 3: Build your plan

An article without a plan is an article that goes off in all directions. Before writing a single sentence of body text, lay out your structure on paper (or in your word processor).

Here is the structure that works for a blog post:

To build your plan, start with the questions your readers are asking. Each H2 heading should answer a specific question. You can draw inspiration from Google's "People also ask" section, comments on competitor articles, or questions your clients ask you during meetings.

Concrete example : A wealth management consultant wants to write an article on "how to prepare for retirement at 40." His plan could be: (1) Why start at 40 and not later, (2) Assessing his current situation, (3) Investments to prioritize, (4) Mistakes to avoid, (5) Where to begin in practice. Each section answers a question his ideal client might have.

A good plan also guarantees readability. A reader scanning your article should understand in a few seconds whether they will find what they are looking for.

Step 4: Write a compelling title and introduction

The title is the most read element of your article. It's what determines whether or not a user clicks on it in the Google results. It's what convinces a subscriber. newsletter to open your email. It therefore deserves your full attention.

Title formulas that work:

Your title should contain your main keyword, ideally at the beginning of the title, and promise a clear benefit to the reader.

The introduction must accomplish three things in a few lines:

Concrete example : An online kitchenware store has written an article on "how to choose a chef's knife." Bad introduction: "Chef's knives are essential tools in the kitchen." Good introduction: "Have you ever spent 20 minutes chopping onions with a knife that slips and crushes instead of slicing? The right chef's knife makes all the difference. Here's how to choose the right one for you."

Step 5: Write the body of the article (readability, examples, structure)

The body of the article is where you deliver on your promise. Here are the basic rules to make it enjoyable to read and useful.

Use short paragraphs. On the web, readers scan before they read. Paragraphs of 3 to 5 lines maximum make reading easier. A dense block of text drives readers away.

Vary the formats. Alternate text, bulleted lists, tables, and quotes to create rhythm in your article. Bulleted lists are particularly effective for steps, tips, or examples.

Illustrate each point with an example. Abstract advice doesn't help anyone. A concrete example, rooted in a real-life situation, makes your content immediately actionable.

Adopt a direct tone. Write as you would speak to a client. Avoid unnecessary jargon, empty phrases, and lengthy sentences.

What length should I aim for? According to Backlinko's analysis, articles appearing in Google's top 10 generate on average 1 wordsOne market tool adds that texts longer than 2,000 words generate 55% more organic traffic. That said, the ideal length depends primarily on your topic and the level of competition. The golden rule: cover your subject in depth, without unnecessary padding.

Concrete example : A business development coach writes an article on "how to prospect by email." Rather than writing "you need to personalize your emails," he writes: "Avoid generic phrases like 'Hello, I'm contacting you.' Instead, use: 'Hello Marie, I saw that you launched your new training offer in March; here's why it might interest my clients.'" This precision makes all the difference.

Step 6: Optimize for SEO without over-optimizing

SEO optimization for a blog post isn't about repeating your keyword as much as possible. This practice, called keyword stuffing, has been penalized by Google since its Panda algorithm in 2011 and remains actively penalized today.

Here are the good reflexes to adopt:

Place your keyword in strategic locations:

Enrich your semantic field. Google is no longer just looking for an exact keyword: it analyzes the lexical richness of your content. Use synonyms, similar expressions and terms from the same semantic universe. If you are writing about "project management", naturally include terms like "planning", "team", "deliverable", "deadline", "monitoring".

Write a compelling meta description. This 150-160 character text appears below your title in Google search results. It doesn't directly influence your ranking, but it does determine your click-through rate. Include your keyword and a clear value proposition.

Concrete example : A carpenter targets the keyword "custom-made wooden staircase." He incorporates it into his title, the first sentence of his article, an H2 heading, and his URL (custom-made-wooden-staircase). In the body of the text, he naturally uses terms like "wooden staircase," "steps," "handrail," "carpentry quote," and "solid wood." The result: rich and natural content, without artificial repetition.

Step 7: Add images and internal linking

Images They make your article more enjoyable to read and reduce the bounce rate. They also play an SEO role, provided they are properly optimized:

Internal linking is one of the most powerful and underestimated SEO levers. It consists of creating links between your articles and your service pages. According to a 2023 market study, well-linked pages receive up to 40% more organic traffic.

In practical terms, each article you publish must:

Use descriptive anchors (the clickable text of the link): avoid "click here", prefer "our guide on agile project management" or "our invoicing service for very small businesses".

Concrete example : An online shop selling artisanal teas publishes an article on "how to prepare matcha tea." It links to its article "the benefits of matcha," to its sales page for "organic matcha powder," and to its article "utensils for the tea ceremony." Each link guides the reader further along their purchasing journey.

Step 8: Review and publish

Before clicking "publish," a careful proofreading is essential. Here is your checklist:

On the background :

On Form :

Regarding SEO:

A tool like the Grammarly extension (for English) or Antidote (for French) helps you correct mistakes quickly. For SEO, Yoast SEO or Rank Math (on WordPress) provide real-time on-page analysis.

Concrete example : A strategy consulting firm publishes an article on "how to conduct an internal audit." Before publishing, it checks that its keyword appears in the title, introduction, and two H2 headings, that its four internal links are working, that its meta description is written, and that the image is compressed. It reads the article aloud to detect any awkward phrasing. Then it publishes.

Step 9: Promote and update your article

Publishing an article isn't enough. Google takes several weeks to index and rank new content. In the meantime, and to speed up the process, you need to promote your article on other channels.

Promotional channels to activate as a priority:

Regular updates This is often overlooked, yet it's crucial for maintaining your rankings. Google values ​​fresh, up-to-date content. Revise your articles every 12 to 18 months: update the figures, add new sections if the topic has evolved, and fix broken links.

Concrete example : An accountant publishes an article on "deductible expenses for self-employed individuals." Every year, he updates it with new limits and changes in tax regulations. As a result, the article remains relevant, Google keeps it ranking well, and readers trust it because the information is always up-to-date.

FAQ: Your questions about writing blog posts

How long does it take to write a blog post?

Expect to spend between 3 and 6 hours on a 1,500- to 2,500-word article, from research to publication. This time decreases with practice and the implementation of a repeatable process: choosing a topic, creating a standard outline, and using a publication checklist. The initial investment is significant, but each well-positioned article continues to work for you for months without any additional effort.

Should we publish often or publish well?

The two aren't incompatible, but if you have to choose, prioritize quality. One comprehensive, well-structured, and genuinely useful article is infinitely better than ten superficial ones. For a small business just starting out, a high-quality monthly publication is a realistic and effective pace. Gradually increase the frequency once you've established your process.

Can artificial intelligence be used to write articles?

Yes, it can be useful as an aid for writing, brainstorming, or structuring your plan. But automatically generated content without review or personalization lacks the added value that only an industry expert can provide: examples drawn from real-world experience, a unique perspective, and recent, sourced data. Google has been penalizing low-quality AI content since its 2025 spam updates. Use AI as an assistant, not a replacement.

How can I tell if my item is working?

Log in to Google Search Console (free): you'll see which search queries your article appears for, how many times it's displayed, and how many clicks it generates. In Google Analytics 4, track the page's organic traffic, average time spent on the page, and conversion rate to your contact form or service page. These two free tools are all you need to drive your content strategy with concrete data.

What if you don't have enough time to manage everything?

Writing blog posts, managing clients, tracking projects, sending quotes and invoices: the list is long for a small business owner or freelancer. It is precisely to meet this challenge that Djaboo has been designed. This all-in-one tool centralizes your CRM Manage your invoicing, projects, and team collaboration all in one place, with no technical skills required. Join over 1,000 teams that have implemented streamlined processes to focus on what really matters: growing their business.