Writing for the web is a bit of a balancing act. You need to write for your human readers (who have short attention spans and want answers fast) while also sending the right signals to Google's bots. If you get this right, your blog isn't just a hobby—it becomes a 24/7 lead generation machine for your business.
In this guide, I’m going to walk you through the exact process we use at Local Marketing Group to help Brisbane businesses climb the search results. No fluff, just the practical steps you need to take to get your content seen.
What you’ll need before we start:
- A Google account: To access free tools like Keyword Planner and Search Console.
- A basic understanding of your customer: Who are they and what are they searching for?
- Your website's login: Whether it's WordPress, Shopify, or Squarespace.
- A healthy dose of patience: SEO is a marathon, not a sprint!
---
Step 1: Find Your 'Money' Keywords
Before you type a single word, you need to know what people are actually typing into Google. This is where most people get stuck—they write about what they think is interesting, rather than what their customers are searching for.
How to do it:- Brainstorm broad topics: If you’re a plumber in Chermside, your topics might be "blocked drains," "hot water repairs," or "emergency plumbing."
- Use Google Suggest: Go to Google and start typing your topic. See those suggestions that drop down? Those are gold. They are real searches people are making right now.
- Check the volume: Use a tool like the Google Keyword Planner (inside Google Ads). You’re looking for keywords with a decent amount of monthly searches but "Low" to "Medium" competition.
Pro tip from experience: Don't just chase the highest volume. A keyword like "plumber" is too broad. A keyword like "how to fix a leaking tap Brisbane" is much better because it shows specific intent. We call these 'long-tail keywords'.
Step 2: Analyse the Competition (The 'SERP' Snoop)
Once you have a keyword, search for it on Google. Look at the top 3 results. This is your blueprint. Google is literally showing you what it wants to rank for that term.
What to look for:- Content Type: Are they how-to guides, listicles, or product pages?
- Depth: Are the articles 500 words or 2,000 words? (Don't worry if they are long—we'll get through it together).
- Tone: Is it formal or conversational?
Step 3: Create a 'Skyscraper' Outline
Now, you want to create something better than what's already out there. This is a technique often called the 'Skyscraper Technique'. If the top result has 5 tips, you give 10. If theirs is outdated, yours should be fresh.
Your outline should include:- H1 Header: Your main title (must include your keyword).
- H2 Subheaders: Breaking down the main points.
- H3 Subheaders: For smaller details under your H2s.
Step 4: Write Your Irresistible Headline
Your headline is the most important part of your post. If people don't click, they don't read. If they don't read, you don't rank.
A winning SEO headline should:- Include your primary keyword (ideally near the start).
- Be under 60 characters (so it doesn't get cut off in Google).
- Promise a benefit (e.g., "Save $200 on your next electricity bill").
Step 5: Master the 'Hook' (The First 100 Words)
Google tracks how long people stay on your page. If they click and immediately leave (this is called a 'bounce'), Google thinks your page isn't helpful. You need to hook them immediately.
The formula:- The Problem: Acknowledge the reader's pain point.
- The Reassurance: Tell them they are in the right place.
- The Solution: Briefly mention what they will learn.
Step 6: Write Like You’re Talking to a Friend
This is where many Australian business owners get nervous and start using 'corporate-speak'. Please, don't do it! People buy from people. Use "I," "we," and "you."
Practical writing tips:- Keep sentences short: No more than 20 words where possible.
- Keep paragraphs tiny: 2-3 sentences max. Big blocks of text are scary on mobile screens.
- Use Australian English: Use 'optimise' instead of 'optimize' and 'colour' instead of 'color'. It helps with local relevance.
Step 7: The 'Keyword Sprinkling' Phase
Once your draft is done, go back and make sure your keyword appears naturally.
Where to put your keyword:- In the first paragraph.
- In at least one H2 subheader.
- Naturally throughout the text (aim for about 1-2% density—don't overdo it!).
- In the last paragraph.
Warning: Do not 'keyword stuff'. This is an old-school tactic where people would write "Best Brisbane plumber Brisbane plumbing services for Brisbane residents." It looks terrible and Google will actually penalise you for it. Write for humans first.
Step 8: Add High-Quality Visuals
An all-text blog post is boring. Use photos, charts, or even a quick video filmed on your iPhone.
Important SEO Step: When you upload an image, change the 'Alt Text'. This is a short description of the image for people with vision impairments. It’s also a great place to put a keyword. Screenshot Description: In your website's media library, look for a field on the right-hand side labelled 'Alt Text' or 'Alternative Text'. Describe exactly what is in the photo.Step 9: Internal and External Linking
Links are the 'currency' of the internet.
- Internal Links: Link to your other services or blog posts. This keeps people on your site longer. (e.g., "Check out our guide on Brisbane drainage laws").
- External Links: Link to high-authority websites (like the Brisbane City Council or Australian Standards). This shows Google you've done your research.
Step 10: Optimise Your Meta Description
The meta description is the little snippet of text that appears under your title in Google search results. While it doesn't directly help you rank higher, it does convince people to click.
Make it punchy: "Need to fix a leaking tap? Read our easy 5-step guide for Brisbane homeowners. Save money and avoid water damage today!"---
Troubleshooting Common Issues
"My post isn't showing up on Google!" Don't worry, this is normal. It can take anywhere from a few days to a few weeks for Google to 'crawl' your new page. You can speed this up by pasting your URL into Google Search Console and clicking "Request Indexing." "I'm not a good writer." Honestly, the best blog posts are the ones that are helpful, not the ones that use big words. If you can explain your service to a customer over the phone, you can write a blog post. Try using a 'speech-to-text' tool and just talk—then edit the transcript. "I don't have time to do this every week." Consistency is better than frequency. One really high-quality post a month is better than four rushed, low-quality posts.Summary Checklist
- [ ] Primary keyword identified
- [ ] Headline under 60 characters
- [ ] Keyword in the first 100 words
- [ ] Subheaders (H2, H3) used correctly
- [ ] Images have Alt Text
- [ ] Internal links to other pages on your site
- [ ] Meta description written
Next Steps
Now that you've written your masterpiece, it's time to tell the world! Share it on your Google Business Profile, post it on your LinkedIn, and maybe even send it out in your next email newsletter.If you find this all a bit overwhelming or you simply don't have the hours in the day to manage your SEO, we're here to help. At Local Marketing Group, we live and breathe this stuff for Brisbane businesses.
Ready to get your business on page one? Contact us today and let's have a chat about your SEO strategy.