Writing blog posts isn't just about sharing your thoughts; it is about creating a bridge between what your potential customers are searching for and the solutions your business provides. For Australian small businesses, a well-optimised blog is the most effective way to build authority, drive organic traffic, and turn casual browsers into loyal clients.
Prerequisites
Before you start writing, ensure you have:- Access to your website’s Content Management System (CMS) like WordPress, Shopify, or Wix.
- A basic understanding of who your target audience is.
- An SEO tool (free options like Google Keyword Planner or AnswerThePublic work well).
- A clear goal for the post (e.g., getting more enquiries or email sign-ups).
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Step 1: Conduct Keyword Research
SEO starts before you type a single word. You need to identify what Australians are actually typing into Google.- Tool to use: Google Keyword Planner or Ubersuggest.
- Process: Look for keywords with high search volume but medium-to-low competition.
- Local Tip: If you are a plumber in Brisbane, don't just target "plumbing tips." Target "blocked drain solutions Brisbane" to capture local intent.
Step 2: Choose a Primary Keyword and 3-4 Secondary Keywords
Once you have a list, pick one 'Primary Keyword'. This is the main topic of your post. Then, select secondary keywords (synonyms or related topics) to help Google understand the context of your writing without you having to repeat the same phrase over and over (which is known as keyword stuffing).Step 3: Understand Search Intent
Before writing, search for your primary keyword on Google. Look at the top three results. Are they "how-to" guides, product pages, or listicles? Google is telling you exactly what the user wants to see. If the top results are guides, don't try to rank a sales page for that keyword.Step 4: Craft a Compelling, SEO-Friendly Title
Your title (H1 tag) is the most important piece of on-page SEO.- Best Practice: Include your primary keyword near the beginning.
- Engagement: Use numbers or power words (e.g., "7 Essential Tips for Home Maintenance in Queensland").
- Screenshot Description: When looking at your CMS editor, the Title field is usually the very first box at the top. It should be formatted as Heading 1.
Step 5: Structure with Proper Header Tags (H2, H3, H4)
Google’s crawlers use headers to understand the hierarchy of your content.- H1: The Title (only use one per post).
- H2: Main sections of your post.
- H3: Sub-points within those sections.
Pro Tip: Try to include your secondary keywords in at least one or two H2 headers.
Step 6: Write High-Quality, User-First Content
Gone are the days of writing for bots. Google’s algorithms now prioritise "Helpful Content." Write in a professional but approachable tone. Aim for at least 800 to 1,200 words for deep-dive topics, as longer content generally performs better in search rankings.Step 7: Optimise Your Introduction
In the first 100 words, clearly state what the reader will learn. Ensure your primary keyword appears naturally within the first paragraph. This confirms to both the reader and Google that they are in the right place.Step 8: Use Internal and External Links
Internal links keep people on your site longer. Link to your service pages or other relevant blog posts. External links to high-authority Australian sites (like .gov.au or .edu.au sites) show Google that you have done your research.Step 9: Optimise Images with Alt Text
Search engines cannot "see" images; they read the code.- Step: Click on your image in the editor and find the "Alt Text" field.
- Action: Describe the image using your keyword (e.g., "Brisbane marketing consultant reviewing SEO strategy").
Step 10: Customise Your URL (Slug)
Your URL should be clean and descriptive.- Bad:
lmgroup.au/post-12345 - Good:
lmgroup.au/seo-friendly-blog-posts
Step 11: Write a Meta Description
This is the snippet that appears in Google search results. While not a direct ranking factor, it heavily influences whether people click your link.- Length: Keep it under 155 characters.
- CTA: Include a call to action like "Read our expert guide to boost your rankings today."
Step 12: Add a Call to Action (CTA)
Every blog post should have a purpose. At the end of your post, tell the reader what to do next.- Example: "Need help with your local SEO? Contact us for a free audit."
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Common Mistakes to Avoid
- Keyword Stuffing: Don't force keywords where they don't belong. It makes the text unreadable and results in Google penalties.
- Plagiarism: Never copy-paste content from other sites. Google values original insights.
- Ignoring Mobile: Most Australians browse on their phones. Ensure your paragraphs are short (2-3 sentences) so they are easy to read on a small screen.
- Missing the ABN/Local Context: For local SEO, ensure your contact page or footer mentions your Australian Business Number (ABN) and service areas to build trust with local searchers.
Troubleshooting
- My post isn't showing up on Google: It can take days or weeks for Google to "crawl" new content. Use Google Search Console to manually request indexing.
- I'm getting traffic but no leads: Your content might be too broad. Ensure your CTA is clear and that the blog topic actually relates to the services you sell.
- The formatting looks messy on mobile: Check that you haven't used massive image files. Large images slow down your site, which hurts SEO.
Next Steps
- Use a tool like Grammarly to check for spelling and Australian English usage.
- Share your new post on your Google Business Profile and social media channels.
- Monitor your performance using Google Analytics.
If you find the technical side of SEO overwhelming, the team at Local Marketing Group is here to help. We specialise in helping Australian businesses dominate their local search results. Get in touch with us today to discuss a content strategy that works for you.