A blog can be a brilliant tool — not just for sharing ideas, but for improving your SEO and bringing the right people to your website.

But here’s the truth: most business blogs are full of vague, keyword-stuffed content that doesn’t help anyone — least of all the business writing it.

If you want a blog that actually does something for your site, here’s how to plan it properly.

1. Know what your audience is searching for

Before you write a single word, ask:
👉 “What are my ideal clients Googling?”

Are they looking for how-to guides? Product comparisons? Advice on pricing or process?
Use tools like AlsoAsked, Answer the Public, or even Google autocomplete to spot real questions people are asking.

2. Structure your posts for search and skim-readers

Google and real users both love structure. That means:

  • A clear, keyword-relevant title
  • A short, engaging intro
  • Subheadings every few paragraphs (H2s are your friend)
  • Bullet points, quotes, or visuals to break things up
  • A clear CTA at the end (what should the reader do next?)

If it’s easy to read, it’s easy to rank.

3. Write like a human, not a bot

The best blog content strikes a balance: it’s helpful, genuine, and written for people — but optimised just enough for search engines.

Aim for:

  • Natural use of your focus keyword (don’t force it)
  • Plain English — avoid jargon unless it adds clarity
  • Authentic tone — let your brand personality come through
  • Specific advice — avoid generic fluff

4. Be consistent — but realistic

One great blog post is better than five rushed ones.
Try to post at least once a month — or quarterly if that’s what you can manage — and focus on quality over quantity.

Pro tip:
Batch your ideas ahead of time so you’re never starting from zero.

💡 How Two Bears supports content and SEO

I don’t just build you a blog — I structure it to work. That includes:

  • A clean CMS setup in Webflow
  • Clear category pages and tags
  • Optional keyword planning or post briefs
  • Advice on what to write (and what to skip)

And yes — this very blog you’re reading is part of that system.

Final Word

Blogging still works — but only if it’s done with purpose.
Plan your posts with your audience in mind, keep them readable and focused, and use each one to move your SEO and content goals forward.

Need a hand planning your blog or building a CMS that’s easy to manage?
Let’s talk — I’ve helped plenty of businesses do exactly that.

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