I've written thousands of SEO blogs and SEO web pages. I went ahead and captured this not-quite-as-thrilling-as-X-men-but-still-not-awful process on camera for you. You can watch it on my YouTube channel and get it with all the screenshots here.
I'll put a short synopsis here, so you can simply scroll and check out the steps I use to write an SEO blog. They are:
Configure a template. This is what mine looks like. I've found that SEO blog templates are something that are as unique as a writer themselves. Anyone who's been an SEO copywriter for any length of time probably has one that they use. Mine is very simple and includes the key metrics I need to fill it up and stay on track during writing. It's important not to miss anything, especially if you're moving quickly through multiple pieces of copy.
It should go without saying that the only way a "blog" earns the delineation "SEO" is if it is populated with the right keywords. In the video, I'll show you how to run competitor sites through two tools:
You can click the links there to check them out. Even the free versions of both of those software systems are highly valuable for an SEO blogger. They'll give you insight into the key metrics you need to choose keywords, namely,
To make a very long story short, you basically want to choose keywords that have a similar monthly traffic pattern to your own website. In other words, if you only get 2,000 hits a month, don't try to rank for a keyword that gets 300k. I often have to explain this to clients. In this example, if I tried to rank for "apple pie," I'd be pushed out of the game. Instead, be savvy. Go for the realistic keywords that you have a prayer of ranking for.
I also illustrate how I use competitor sites (the ones that are ranking for the keyword I want) to populate the related keywords (that I'll use in H2s and throughout the body).
Next, you begin the copywriting part by outlining the H1s and H2s you want to use. You already know your H1: it's whatever the title of your SEO blog is. Your H2s should be from the keyword list you created during your research. Then, you'll scatter the rest of the keywords throughout the body copy. Like little seeds. You never know.
I show you in the video how I use a little sticky note on my desktop to keep track of keyword use throughout copy development. Also, I highlight as I go, mostly for the sake of the client but sometimes to remind myself what I'm doing.
I mostly skip this part in the video because, well, paint drying. Basically, you'll just Google the heck out of whatever you're writing. Don't worry, you'll test for plagiarism at the end so you don't get caught. But, honestly, as an SEO copywriter, you'll get hired to write about crazy things. I literally wrote a series about earwax removal last week... I've written about carpet cleaning, business litigation, how to take the LSAT... there is no way to be an expert in all of these things. And you don't need to be. An SEO blog isn't going to be a deep dive into any topic (reserve that for pillars). Your actual research on a topic can be minimal, because you're giving it a cursory treatment. You're not hired to know about what kind of man jewelry is in this season: you're being hired to get organic traffic to this website. So, just write it.
Once your copy is drafted, you need to score it. You'll score it for three metrics:
The meta-description should have your exact H1s, plus a couple of tier 2 keywords thrown in for love. Once your meta-description is written, you're free to re-read your work and polish it up. I always include things like CTAs at the end and then make sure I list out my interlinks and external links. That latter is the only thing I didn't do in the example video, because this isn't for a real client. ;)
Hope this was helpful! Subscribe to my YouTube channel for new videos like this all of the time.