Your website isn’t doing much for your business if nobody can find it.
Most of your potential clients don’t scroll past the first page of Google results. If your business is not near the top of the search results, you are invisible to a large portion of your market.
Consistent, well-written blog posts compound your online presence over time and keep working for you long after each post is published. That’s why they can deliver a better return on investment over the long term than paid advertising.
Every time you publish a blog post, you’re adding a new page to your website. Google indexes each of those pages separately, which means every post is another opportunity to appear in search results.
Google tends to favour websites that publish fresh content consistently, treating regular updates as a signal that the site is active and worth showing to searchers.
Good SEO writing starts with understanding what your potential clients are Googling. Write about what they’re actively looking for. Think about the questions you get asked in your first client meeting, the misconceptions you’re regularly correcting and the decisions people are trying to make before they contact you. These are your best blog topics, because if one client is asking, others are searching.
A bookkeeper, for instance, might write a post on “What records small businesses need to keep for tax time”. This is a question that many clients think about, and it will catch search traffic from business owners who are anxious about getting it right.
Keywords are phrases people type in search engines – and your blog content must include keywords if you want to appear in those searches.
Good SEO copywriting weaves keywords into sentences that read naturally. Use your primary keyword in your blog title, in the opening paragraph and a few times throughout the body. Supporting keywords, like related phrases and variations, can be woven in throughout the rest of the piece.
A commercial finance broker writing about business loans might use phrases like “short-term business finance”, “cash flow funding” and “equipment finance options” across a single article, targeting multiple related searches without the post feeling forced or repetitive.
Writing for the web isn’t the same as writing a report or a brochure. Google reads the structure of your content, including headings, subheadings and paragraph breaks, to understand what a post is about and how relevant it is to a given search query. Use clear headings that reflect what each section covers. Keep paragraphs short. Make sure your post answers the question posed in the title, and answers it well. A post that keeps readers on the page and gets them reading to the end sends positive signals to Google.
A builder who writes a detailed, well-structured blog about “What to expect during a home renovation” with clear sections on timelines, council approvals and budget blowouts will likely outrank a competitor who has thrown the same information into a single unbroken block of text.
Each blog post you publish is an opportunity to link to other pages on your website like your services page, other blog articles or a contact page. Internal links help Google understand the structure of your site and establish which pages are most important. Internal links also keep visitors on your website longer, which is itself a positive ranking signal.
An accountant who writes a post on end-of-financial-year planning can link to a previous post on allowable deductions, and from there to their tax advisory services page, creating a logical path that moves a reader closer to enquiring.
Google’s ranking algorithm gives weight to what it calls EEAT – experience, expertise, authoritativeness and trustworthiness. Your blog is the most direct way to demonstrate all four.
Write from your own experience. Share specific insights that only someone working in your field would know. Don’t rely on generic advice that anyone could have written. Content that’s specific, detailed and genuinely useful earns the trust of readers and search engines.
A real estate agent who writes about the specific factors that affect property prices in a particular suburb, drawing on their own sales data and local knowledge, will rank higher over time than one who’s publishing vague posts about “tips to sell your home for more”.
Writing content that ranks and converts is a specific skill. Knowing your industry isn’t the same as knowing how to translate that expertise into web content creation that Google rewards and clients respond to. A specialist copywriting agency like Hunter & Scribe can help.
Hunter & Scribe works with property and finance professionals to produce SEO writing that reflects your expertise and speaks to the right audience.
If you’re serious about improving your Google ranking but don’t have the time or the writing skills to do it consistently, Contact Hunter & Scribe.
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