# SEO SOP
Tips for Writing a Useful Blog Post (That Attracts Readers Through AI and Google Search Results)
Writing a great blog post doesn’t have to be hard.
The internet doesn’t have to be filled with AI-generated drivel.
And you have the power to create something readers love, a resource that attracts fantastic leads to your clients, and a project that makes you smarter, more creative, and a better writer—all in one fell swoop.
Here’s how.
1. Choose a Topic
If you have a project manager or MCP choosing your blog topic, congratulations. You may carry on to Step 2.
If you’re on your own, here are a few suggestions for choosing a bangin’ blog topic:
Focus on your readers—who are they? What do they want to know? What do they struggle with? (Reddit and comment threads are a goldmine)
What keeps them up at night, staring at the ceiling, thoughts reeling and guts roiling in their bellies?
What misconceptions do they have related to your product or service?
What objections keep them from buying?
What questions do your sales team and customer service reps get?
What problems do customers encounter after buying?
How can you educate readers about new features, products, or SOPs?
Are there any common mistakes you can help readers avoid?
Can you create seasonal posts related to your niche?
Are there any products/services you want to push?
What are your competitors posting about? How can you improve on their articles?
These questions keep your content helpful (imagine!) by focusing foremost on your reader—rather than goofy search terms (more on that later).
And while I haven’t included anything about traditional SEO tools—mainly because Justin does that for me—it’s been my experience that you can still nail the Google game by sticking to the basics of reader intent.
2. Plan Your Post
A good outline begins by asking questions—lots of them.
For example, an Integro client, CabinPro, wanted to post an article about the insulation used in their cabins—something called “single-cell spray foam.”
The following questions arose of course and were used to create a basic outline:
What is single-cell spray foam insulation?
What is spray polyurethane foam?
Why do builders use it? (This question led to a lot of jargon used for even more content)
What is thermal resistance?
What is an R-Value?
How does closed-cell spray foam work?
What is a vapor barrier?
What leads to energy loss in a home?
What is thermal bridging?
If it’s so great, why doesn’t everybody use single-cell spray foam insulation?
How do you justify the costs and special installation? Is it really worth it?
And then, most importantly…
Why should the reader care about single-cell spray foam insulation at all?
As you work, become that well-meaning but annoying child who can’t stop asking “why?” By staying curious, asking the stupid questions, and never taking expertise for granted, you’ll produce articles your readers (and the robots) love.
3. Wrangle Your Keywords
When writing for SEO and AEO search results, you’ll likely be assigned several keywords to contend with. Trouble is, keyword stuffing can get awkward real quick—especially if you let the GPTs do it for you.
Try this for more seamless keyword integration:
List all keywords at the top of your rough draft (I like to copy them in red)
Jot down a few placeholder sentences that include each keyword in a logical way
I find it helps to put keywords into context before writing the first draft—and then forgetting about them. Once you have your draft complete, you can find ways to work them into the natural flow of your piece.
For instance, this first-draft sentence:
“Over the past 13 years building pole barns in North Carolina…”
Became:
“Over the past 13 years as a [custom barn builder] in North Carolina…”
If after weaving in your keywords you’re still feeling slightly self-conscious about, make a comment in Google Docs showing your editor which terms have been included for SEO value.
Or, if you’re able to sleep at night without doing that, fine.
4. Write Your First Draft
All writers have their own methods and creative quirks. If you’re one for detailed outlines, super. Rather dive in and see what happens as you go? More power to ya.
Here’s what works for me:
Check your voice and tone guidelines. You may find it helpful to imagine another person speaking while you write (your client's CEO or Jonas Stoltsfus, for example).
Start with the easiest part of your article. I tend to save the intro for last, as I prefer to write without an outline. If the intro’s easiest for you, there you go.
Write with a timer. Famous copywriter Eugene Schwartz wrote for 33:33. I do that with 14-minute writing breaks in between. It seems to help hammer through a project while preventing burnout.
Write as fast as you can. It helps you outrun self-doubt and niggling insecurities. Besides, once you’ve got something down, editing can be a lot easier than the first draft.
For AEO results, question subheadings work well. They’re also easy to scan. Start with a subheading like “Why Are CabinPro Cabins Comfortable Year-Round” and then answer the question directly.
The following formula can help you write an effective intro:
Paint the dream (the promise—ideal experience or main benefit)
Twist the knife (press on the pain—what’s keeping them from success, the stakes)
Present the solution (your proof that your product is the answer they’re hoping for)
End your article with a CTA (and sprinkle them throughout—also a good place to include your psychological triggers)
5. Edit Your First Draft
Once you’ve got a mess of words on the page, it’s time to edit. Your goal is scannability, clarity, and helpfulness.
Editing suggestions:
Review your tone and voice guidelines again.
Read your article aloud. If something sounds awkward, rewrite it.
Try reading your first draft on another screen or paper. For some reason, a change of medium makes it easier to view your draft with “fresh eyes.”
While sentence length can be brand-specific, shorter sentences are generally easier to read. That’s good. Keep it snappy.
Shorter paragraphs are more inviting. Aim for 1–3 sentences per paragraph tops. If you’re tempted to write four sentences, find a way to break the paragraph in two.
Use bullets when appropriate to break up blocks of text.
Use questions as subheadings for quick scanning and AEO results.
If a section feels boring, try rearranging sentences
Make sure subheadings flow in a logical manner
Be wary of jargon and big long fancy-shmancy words (unless your clients are big and long and fancy-shmancy)
Ask yourself: “Can a child understand this?”
Go ahead and have some fun with word play. “Swimming pools making a splash on the Main Line” never hurt no one.
Run Grammarly and spell check—they catch different mistakes.
6. Establish Authority
End every article with a fat slab of authority by including a brief company overview. These add-ons help word count, make a swell place to include a keyword or two, and are great for one last CTA.
Here’s an example from Carolina Custom Barns, written by MCP super-star, Timothy Eckert:
“Since 2015, Carolina Custom Barns has been building high-quality post-frame shells and exteriors for homeowners and businesses across North Carolina. From first conversation to final completion, our crews are here to help you design and build a structure you're proud of. Reach out today for a free quote and initial consultation.”
7. Beware the Temptations of AI
I admit it can be tempting to have ChatGPT write your articles. And why not? You’re busy, and with a decent prompt, large language models can pump out 1,500 words in half a second.
Well, after experimenting heavily with the AI robots, here are my thoughts:
AI is a crutch. If you want to be a better writer, you have to suck it up and grind through. Period.
AI can be a useful line-editing tool. That said, it absolutely will screw with your tone and voice. So consider the edits, learn from them, but trust your own voice.
With practice, the amount of time you save editing AI articles vs writing your own from scratch is nominal—and not worth it. Here’s why…
Putting in the paces leads to growth. And when you start ending your days with a feeling of personal accomplishment—rather than busywork brainrot—your writing time gets a lot more fun.
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James Blackwell is the Senior Copywriter at Integro 212 and a GRAMMY Award-winning trumpeter. He’s pounded out hundreds of SEO articles, countless direct-response advertisements, educational resources, and god knows what else. His articles consistently rank in the top three Google search results and as AI-generated response resources. His methods are low-tech and practical. Results may vary.