A four-phase process for producing a new SEO blog post from scratch — keyword research, structured outline, written article with fact-checking, then internal links and final metadata.
Content creation is the process of producing a new SEO-optimised blog post for a client. Each article must earn its place in search results by covering the topic better than what already ranks — not just longer, but more useful, accurate, and clearly structured.
The process runs in four sequential phases. Each phase builds on the last. You must complete them in order and get client or team sign-off at the outline stage before writing begins.
Thin or poorly targeted content hurts a site. A blog post that ranks poorly wastes the client's budget and dilutes the domain's topical authority. A well-researched article with the right keyword focus, logical structure, and accurate claims builds long-term traffic that compounds over time.
Start with the topic you have been assigned. Open a keyword research tool (Google Keyword Planner, Ahrefs, Semrush, or similar) and search for the topic phrase.
Search Google for your primary keyword. Open the top 5 organic results (skip ads, maps, and news). For each article, record:
| What to note | Why it matters |
|---|---|
| Word count (approximate) | Sets your minimum viable length |
| H2 headings used | Reveals what topics the algorithm expects |
| Questions answered | Highlights intent signals and FAQ opportunities |
| Unique angles or data | Shows where you can differentiate |
| Topics all five cover | These are mandatory — every top result includes them |
| Topics only 1–2 cover | These are opportunities to stand out |
Consolidate your findings into a short research note before moving to the outline. Record:
Save this note — you will reference it while building the outline and again when writing.
The H1 must contain the primary keyword. Write it in a way that is clear and readable to a human — not just stuffed with the keyword. Aim for 6–10 words. Do not make it the same as the page title (meta title) — they can be similar but should not be identical.
Aim for 4–6 H2 headings. Each one represents a distinct topic cluster within the article. Follow these rules:
Every H2 section must have at least one H3 beneath it. H3s break longer sections into digestible chunks and give you additional keyword placement opportunities. Plan them in your outline — do not leave them to chance during writing.
For each H2 section, estimate how many words it will need. Total must land between 800 and 1,100 words. Beside each heading, note which keyword (if any) should appear in that section. This prevents over-concentration in one place and under-use elsewhere.
Mark in the outline where your call-to-action will sit (typically near the conclusion) and flag 2–3 spots where internal links are likely to fit naturally. You will confirm the exact URLs in Phase 4, but planning the placements now prevents awkward retrofitting later.
The intro must appear between the H1 and the first H2. It should be 2–4 sentences that tell the reader exactly what the article covers and why it matters to them. Include the primary keyword naturally within the first 100 words. Do not open with the primary keyword as the very first word — it reads as robotic.
Work through each H2 and H3 in order. For each section:
The conclusion should summarise the key takeaway in 2–3 sentences. The call-to-action follows immediately and should be consultative in tone — invite the reader to take the next step rather than commanding them. Examples: "If you'd like to explore your options, our team is happy to help" rather than "Contact us now."
Include the primary keyword once in the conclusion if it fits naturally.
If the SERP shows a People Also Ask box for your keyword, add a short FAQ section at the end of the article using 2–4 of those questions as H3 headings, each with a concise 2–3 sentence answer. This targets featured snippet opportunities and matches search intent signals.
Read through the complete draft. For every factual claim — statistics, product specifications, brand statements, performance figures, legal or regulatory points — verify it against a primary source (manufacturer site, government data, peer-reviewed publication, or official brand documentation).
Before moving to Phase 4, check every item below against the actual draft text — not from memory:
Fix any issues before proceeding.
Open the client's sitemap or navigation. Scan for pages that are topically related to the article you have written. Prioritise in this order:
Select 3–5 candidate pages. Do not link to the homepage from within the article body.
For each candidate URL, confirm the page is live and returns a 200 status (or a clean redirect to a live page). A broken internal link is worse than no link at all — it creates a poor user experience and wastes crawl budget. Check each URL directly in a browser or via a status checker before inserting it.
For each verified link, choose anchor text that reads naturally in context. The anchor should describe where the link goes without being keyword-stuffed. Avoid generic anchors like "click here" or "read more." Avoid using the exact primary keyword as anchor text for an internal link — it can cause cannibalisation signals.
Insert each link at the placement you flagged in the outline. Read the sentence aloud after insertion — if it sounds forced, rewrite the surrounding copy until the link sits naturally.
At the top of the final document, complete the following fields so the tech or publishing team has everything they need without asking:
| Field | Specification | |
|---|---|---|
| Page title | 55–60 characters, primary keyword near the front | Required |
| Meta description | 150–160 characters, includes primary keyword, ends with a soft CTA | Required |
| URL slug | Lowercase, hyphens only, primary keyword in slug, no stop words | Required |
| Word count | Exact count from the final draft | Required |
| Primary keyword count | Must fall within the 8–12 target | Required |
| Internal links | List each URL and its anchor text | Required |
| Fact-check summary | Brief note on what was verified and any claims removed | Optional |
Read the complete article from H1 to the last line of the metadata block. You are checking for:
Once this pass is clean, the article is ready for review or publishing.
{topic-slug}-BLOG.mdWriting the full article before anyone reviews the structure. Restructuring a 1,000-word draft takes far longer than adjusting a skeleton of headings.
Always send the outline for sign-off before writing begins. Treat outline approval as a hard gate, not a formality.
Forcing the primary keyword into every H2 and H3. It makes headings robotic and can trigger over-optimisation penalties.
Primary keyword in the H1 and 1–2 H2s is sufficient. Use secondary keywords and natural language in the remaining headings.
Blocks of text that exceed 4 lines make the article feel dense and are abandoned quickly on mobile. Search engines also prefer scannable formatting.
Set a hard rule: if a paragraph hits 4 lines in a standard document view, split it. No exceptions, even if the sentences feel connected.
Assuming a statistic is correct because it appears on other websites. Misinformation damages client credibility and can cause legal problems.
Every statistic, specification, or performance claim must trace back to a primary source. If you cannot find one, remove or qualify the claim.
Linking to a page that returns a 404 or redirects to an unrelated page. This breaks user experience and wastes crawl budget.
Open every candidate URL in a browser before inserting the link. Confirm the destination page is live, relevant, and loads without errors.
Using the primary keyword 8 times in the intro and twice in the rest of the article. Search engines look for natural distribution across the whole piece.
Use your outline keyword-placement plan. Spread usages evenly: intro, 2–3 H2 sections, and the conclusion. Check the full distribution before submitting.
Submitting the article without a page title, meta description, or slug. The publishing team cannot go live without this — it creates unnecessary back-and-forth.
Complete the metadata block as the last step of Phase 4, before the final read-through. Treat it as part of the deliverable, not an optional extra.
Writing "optimize", "color", or "realize" for an Australian client. It undermines brand credibility and triggers editorial corrections.
Know your client's English variant before you start. For AU clients: "optimise", "colour", "realise". Run a find-and-replace check on common variants before submitting.