Repurposing content that attracts Google's attention
BY Suzy from Wish FreelancE Writing:
I’m Suzy Stanton, a copywriter passionate about helping small business owners and founders make sure the words on their website shine brightly and attract the right people’s attention. This blog post looks at how to create content that attracts Google’s attention (and AI’s), and can be used as part of your wider marketing strategy.
Do blog posts still matter in 2026?
The way people search online for a solution to a problem they have, has undoubtedly changed over the last 12 months. But one thing that hasn’t changed is the importance of having good quality blog posts on your website.
They’re a brilliant way of showcasing you, what you sell, sharing your thoughts and opinions about topical issues in your area of expertise and helping people know, like and trust you.
Google quality assesses your site to determine how high in search results it should appear. It looks at things like your experience, expertise, authority and trustworthiness (EEAT) to determine this and the best place to show all of this off is in blog posts.
So, put simply, yes blog posts definitely do still matter in 2026, as long as they contain the right things.
How to attract Google’s attention with your words
If you want your words to grab Google’s attention, you need to use the right ones. The right ones are those used by people looking for a solution to a problem you can solve.
For example, if you’re a toddler sleep coach, you need to make sure your posts include the words frantic parents type into Google at 2am when their child won’t sleep. If you don’t, you won’t show up in search results.
Making sure your content is human-centred also helps to catch Google’s attention. Share client transformation stories, case studies, and testimonials as part of your blog posts as these are gold in terms of setting your content apart from AI-generated posts.
Sharing this kind of posts also helps to build trust and shows potential new clients and customers that other people rate you and your work.
How to structure a blog post
If you’re new to blog writing, it’s a good idea to create a simple plan so you know you’ve included all the right bits. As you get more confident at writing, you might find you don’t need it, but it’s always good to have it there so you can use it if you need to.
The starting point is to have a good hook. As the name suggests, that will hook readers in and make them want to read on.
Once you’ve got your hook, make sure your post follows a logical structure. Have a clear beginning, middle and end; a good way of thinking about this is to tell people what you’re going to tell them, tell them, and then tell them what you’ve told them!
So, your hook then moves into the main topic of the post. That could be a problem your post will provide a solution to. Then talk about why that problem matters in the middle, and then the conclusion or end provides a solution.
Repurposing content
Creating blog posts is something that can feel like something that tips your to-do list over the edge. But it doesn’t have to, and it can actually help you tick more things off your list.
Don’t think of a blog post as something you’re creating from scratch. You can create it from content you’ve already got.
If social media is your thing, put several posts on the same topic together and create a blog post from it. You can then use that content to create a newsletter.
Or, if you enjoy writing but struggle with social media, start the other way around.
Create your blog post, then shorten it into a newsletter. Next, take four or five key points from the blog and turn them into social media captions. If you’ve got a podcast, use your blog as a script for an episode.
The key to repurposing content effectively is planning and working out which way works best for you. A blog post a week is too much for most of us (me included!) so create a frequency that you know is doable. One brilliant post a month is far better than one a week for three weeks and then nothing for months.
Consistency is the key because that helps you create a habit you can stick to.
Once you know your content themes for the month, plan how you can create more without extra work. I find starting with a blog post is the best way because there’s so much you can do with one post to repurpose the content, without much work.
How I can help you create brilliant content
Writing blogs posts isn’t something that comes naturally to everyone. That’s where I can help. I’ve created a free download that gives you the tools and knowledge to create blog posts that reflect you, your business and your values so they connect with the people you want to work with.
The download shows you exactly how to structure a blog post, and the elements you need to include so it shines brightly and attracts the right people’s attention. You’ll also get some blog post ideas to get your creative juices flowing. Grab my Small Business Content Download for free and start creating brilliant posts you can repurpose and reuse, saving you time and effort.
If you’re looking for more hand-on support with your blog writing, have a look at my content packages that give you brilliant posts with a range of frequency to meet your needs and budget.