1. List your most important keyword phrases. Think about the keyword phrases that you already use for your builder web site. If this is brand new territory for you, start small and work your way up. What can you add to the phrase "building company?" Consider location, services, specialties, and more. Make sure that your keyword phrases are searchable. You want people who are using major search engines to pull up your building blog posts.
If you are unsure what people are searching for or simply want confirmation that your keywords are valid, use an SEO software tool such as Google AdWords: Keyword. Test your keyword phrases and make refinements as needed.
2. Recall frequently asked questions. Consider the questions that you are frequently asked about your building company. Think about questions that you get from potential leads and customers as well as fellow building company owners. If you want to be seen as a thought leader in the building industry (which you should), you should be writing content that is relevant and useful for people both within and outside of the industry.
If you are drawing a blank for questions, start keeping a list throughout the next couple weeks as you talk to anyone and everyone about your business.
3. Use these questions to brainstorm more questions. For each question that have, use it to come up with five more related questions. For example, if you frequently get questions about your roofing services, consider what the follow up questions are, such as costs and time estimates. These questions will directly address problems that your blog readers have. They will also establish your expertise in the building industry. The process of expanding on each of your questions and points in full will provide a rich outline with keywords already scattered throughout it.
4. Review the outline that you've just made. Now that you have a rich outline, you're ready to make it into a full blog post. As you pose the questions that you frequently receive, consider how you can both demonstrate your expertise and outline the services that your company provides.