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You've decided to create content. But what makes a blog post actually "good"? How do you know if what you're creating will rank, build trust, and generate leads—or just take up space on your website?

Here's what separates content that works from content that doesn't.

The Minimum Bar: What Every Post Needs

Before worrying about optimization tricks, nail these fundamentals:

Answers a Real Question

Good content starts with a question someone actually asks. Not "content about our services" but:

"Why is my furnace making that noise?"
"How much should I expect to pay for roof repair?"
"When should I replace vs. repair my water heater?"

If you can't identify the question your post answers, it probably shouldn't exist.

Provides Complete Information

A good post doesn't make readers search elsewhere. It covers:

The main answer to their question
Related information they'll wonder about
Next steps they should take
When exceptions apply

Comprehensive beats brief. If readers leave satisfied, Google notices.

Demonstrates Expertise

Anyone can write generic advice. Good content includes:

Specific details only experience provides
Professional opinions and recommendations
Real examples from actual work
Insider knowledge readers won't find elsewhere

This is what makes your content better than AI-generated alternatives.

Is Actually Readable

Content that's technically correct but painful to read fails:

Short paragraphs (3-4 sentences max)
Clear headings that help scanning
Bullet points for lists
Plain language, not jargon

If someone skims your post, they should still get the main points.

Length: How Long Should Posts Be?

The honest answer: as long as necessary, no longer.

But practically:

Minimum for ranking: 750-1,000 words. Shorter content rarely ranks for competitive terms.

Sweet spot for most topics: 1,200-1,800 words. Enough depth to be comprehensive without padding.

For major topics: 2,000-2,500 words. Comprehensive guides that become definitive resources.

Warning sign: If you're stretching to hit word count, you're probably padding. Better to be thorough on a narrower topic than thin on a broad one.

Structure: Organizing for Readers and Search

Good posts follow predictable patterns:

The Hook Opening

Start with the reader's situation, not your company:

Weak: "ABC Plumbing has been serving homeowners for 20 years..."
Strong: "Water pooling around your water heater is never a good sign. Here's how to figure out what's wrong and what to do about it."

Logical Flow

Information should build naturally:

What the reader is dealing with
Why it happens or what causes it
What the options are
How to decide what to do
What to expect if they take action

Scannable Sections

Use H2 headings every 200-300 words. Each heading should:

Tell readers what that section covers
Work as a standalone label
Include relevant keywords naturally (not forced)

Actionable Ending

Every post should end with a clear next step:

When to call a professional
What to check or monitor
How to prevent the problem
An offer to help (soft sell, not hard pitch)

Quality Markers That Matter

Specificity Over Generality

Generic: "This repair can be expensive."
Specific: "Expect to pay $800-1,500 for this repair, depending on accessibility and whether parts need ordering."

Specific details demonstrate expertise and build trust.

Honest About Limitations

Good content acknowledges what it can't cover:

"Every situation is different—these are general guidelines"
"Prices vary by region and specific conditions"
"When in doubt, get a professional assessment"

This honesty builds more trust than false certainty.

Balanced Perspective

Address multiple viewpoints:

When repair makes sense AND when replacement does
Pros AND cons of options
What you recommend AND why others might disagree

One-sided content feels like sales material, not helpful information.

Fresh Where It Matters

Some information changes:

Prices and costs
Product recommendations
Code and regulation references
Technology options

Update these periodically. Outdated information destroys trust.

Common Quality Problems

Problem: Keyword Stuffing

What it looks like: "If you need plumbing services, our plumbing company provides plumbing for all your plumbing needs."

Why it fails: Reads terribly, triggers spam filters, drives readers away.

Fix: Write naturally. Include keywords where they fit, not everywhere possible.

Problem: No Real Substance

What it looks like: 500 words that could apply to any business in any city.

Why it fails: Provides no unique value. Readers (and Google) recognize filler.

Fix: Add specific details, real examples, and expert opinions.

Problem: All About You

What it looks like: Every paragraph mentions your company, your service, your team.

Why it fails: Readers want help with their problem, not your sales pitch.

Fix: Focus on the reader's situation. Mention yourself only when relevant.

Problem: Unclear Purpose

What it looks like: Rambling content that covers multiple topics without depth.

Why it fails: Doesn't rank for anything because it's not about anything specific.

Fix: One post, one topic, complete coverage.

The Quality Checklist

Before publishing, verify:

Content Quality:

Answers a specific question completely
Includes details only an expert would know
Provides balanced, honest information
Offers clear next steps

Readability:

Paragraphs are 3-4 sentences max
H2 headings every 200-300 words
Lists and bullets where appropriate
No jargon without explanation

Technical Basics:

Title is clear and includes main topic
Meta description summarizes content (150-160 characters)
Images have descriptive alt text
Internal links to related content

Trust Signals:

Honest about limitations and exceptions
Specific rather than vague
Would you trust this if a competitor wrote it?

These are the standards we apply to every piece in your content pack—no thin content, no generic filler, no keyword-stuffed nonsense. Every article meets these quality markers before we deliver it. If it wouldn't pass this checklist, we don't publish it.

The Ultimate Test

Ask yourself: "If I were searching for this information, would this post satisfy me?"

Not "is this good enough to publish" but "is this genuinely helpful to someone with this question?"

If you'd keep searching after reading your own post, it's not good enough yet.

The Bottom Line

Good blog posts for local businesses:

Answer real questions completely
Include expert-level detail
Are easy to read and scan
Help readers take next steps

Quality isn't about tricks or optimization hacks. It's about genuinely helping the people you want as customers.

Create content you'd find useful if you were the one searching. That's the standard that matters.

Want to see the difference quality makes? We'll generate a sample article for your business as part of your free Month 1 pack, then you can compare it against your current content using this exact checklist. See for yourself what expert-level content looks like for your niche.

What Makes a "Good" Blog Post for a Local Business