How to Optimize Blog Posts for SEO: The Process I Use with Every Client

Most people think writing a blog post goes like this: Come up with an idea. Write a few paragraphs. Hit publish. Done.

But if you’re hoping your blog will actually bring in traffic, leads, or sales, that process is missing a few key steps, about a dozen of them, actually.

As an SEO consultant, I review a lot of blog posts that were written with good intentions but never quite reach their potential. Sometimes they don’t rank. Sometimes they get traffic but don’t convert. And sometimes they just feel... unfinished.

So today, I’m walking you through what I look for in a blog post before it’s truly ready to go live, whether you’re writing from scratch or optimizing something old.

📥 Want the complete checklist I use with my clients?
Download the free SEO Success Kit for Your Blog. It includes a printable version of this process, a fill-in-the-blank post outline, and tips you can apply immediately to your next post.

Part 1: The Core Foundation – Structure, Strategy, and Polish

This is where I start with every post, whether it’s brand new or has been live for years. These three pillars (structure, strategy, and polish) are the baseline for SEO success.

Structure: Is It Easy to Read (for People and Google)?

Your blog post should be visually scannable, logically organized, and easy to navigate.

Here’s what I check:

• One H1 only, with your keyword (or a variation) in it

• H2s and H3s that break down the content in a logical way

• Short paragraphs and line spacing for easy reading

• Bullet points, bolding, and headings to highlight key ideas

• An intro that sets expectations for what the reader will learn

Remember: Google is reading your structure, but so is your human reader. And they both want clarity.

Strategy: Does It Target the Right Keyword (the Right Way)?

Good writing isn’t enough. You need a reason behind it.

I ask:

• What is the primary keyword this post is targeting?

• Does the search intent match the type of content (informational, transactional, etc.)?

• Is this keyword realistic for this site to rank for?

I also look for:

• Natural use of the keyword in the title, H1, intro, and body

• topically related or secondary keywords used strategically

• Clear signs that the post is written for one ideal reader, not everyone

Polish: Are the Small Details Supporting the Big Picture?

This is where I make small tweaks that have a big impact.

Before publishing (or when reviewing published works), I check for:

• Internal links to related blog posts and relevant service/product pages

• Alt text on all images (optimized, not just descriptive)

• Readable URLs (e.g., /on-page-seo-checklist, not /post123)

• A clear call to action, whether that’s contacting you, downloading something, or reading more

• Meta title and description that include the keyword and entice clicks

Even the best-written post needs this final layer to actually perform.

Part 2: Taking It to the Next Level (Especially If You're Competing)

If you're writing about something competitive like travel tips, parenting advice, or SEO itself, you’ll need to go beyond the basics.

This is the part that most “write and publish” blog strategies skip.
But this is also where great content rises above average content.

Here’s how I help clients level up.

Before Writing: Research the SERPs

I always check what already exists in the search results before writing or optimizing a blog post. This tells me:

• Who I’m competing against

• Whether this topic is worth targeting

• What’s working (and what’s missing) on the first page

I look for:

• AI Overviews and how they answer the query

• Featured snippets and what format wins them

• People Also Ask questions

• Videos, ads, and content formats ranking on page one

• Gaps: what’s missing that I could cover better?

If I see that the top-ranking posts are light, outdated, or too generic, that’s a green light to go deeper and create something more useful. It also gives great ideas for content distribution.

Checklist for Going Beyond the Basics

Here are some of the things I look to include when I want a blog post to really stand out. Note: every blog post doesn’t need ALL of these things. It depends on the topic and the competing pages. This is why doing the SERPs research is so important:

Strategy

• Hook: Do the first 3–4 sentences grab attention?

• FAQs: Can I answer questions from Reddit, Quora, or People Also Ask?

• Personal Story: Can I include a real example or client experience?

• Data or Stats: Can I add relevant, credible sources?

• Featured Snippet Targeting: Can I structure a section in a way that might win a snippet?

• Ideal Reader: Am I writing directly to one person’s problem?

Optimization

• Word Count: Am I matching or exceeding the average for this keyword?

• Secondary Keywords: Are variations and semantically related phrases included?

• Headings: Are H2s and H3s supporting both clarity and SEO?

• Schema: Could I add FAQ schema or HowTo schema?

Links & Media

• External Links: Am I citing 2+ reputable sources?

• Internal Links: Am I linking to at least 3 relevant internal pages?

• Featured Image: Does it make someone want to click?

• Infographic or Tool: Could I create a visual or interactive element to support the post?

If It's an Older Blog Post: Don’t Forget the Performance Check

If I’m reviewing an existing post, I also ask:

• How is this post performing in Search Console?

• Is it ranking for the keyword it’s supposed to?

• What other queries is it showing up for?

• Does it have any backlinks?

• How’s the click-through rate (CTR)?

• Is the post up-to-date, or could it use a refresh?

Sometimes a post doesn’t need a full rewrite, but just a new hook, a better CTA, or a few added links.

And Don’t Forget Distribution

This is the most overlooked part of blogging: What happens after you hit publish?

When I review a blog post for a client, I also ask:

• Where will this be shared?

• Does this post support an email campaign, sales page, or social media effort?

• Can we create a YouTube video, infographic, or checklist from it?

• Will this post be part of an internal linking strategy?

A blog post isn’t just for Google. It should be part of your marketing system.

Want the Full Checklist?

I built a printable, easy-to-follow version of everything I just shared.

It’s called the SEO Success Kit for Your Blog, and it includes:

• My full pre-publish checklist

• A keyword research worksheet

• A checklist for analyzing the SERPs

• A worksheet for setting backlinking goals

🎯 Click here to download it and stop wondering if your blog post is ready to go live. You’ll know.

Final Thoughts

Blogging isn’t just writing. It should be part of your full marketing strategy.

If you’re putting time into your content, you deserve to see results. And your readers deserve content that actually helps them.

Whether you’re DIYing your SEO or you’ve been at this a while, I hope this helps you approach your blog posts with more clarity and confidence.

And if you want an expert to review your content or strategy, that’s exactly what I do.

Let’s make your blog work for your business.