What's that · Guide gratuit
Should you have a blog? Yes, but not for the reasons you think.
Almost every small business gets told « you need a blog ». Half of them start one, write two posts about their Christmas party, then abandon it. The problem isn't the blog: it's that nobody ever told them its real job. A blog is there to answer SEARCHES.
- A blog isn't mandatory. A dead or empty blog hurts more than it helps.
- Its real job: every post is one more front door from Google to your site.
- Write about SEARCHES, not about your company news. Nobody searches for your Christmas party.
- Your customers hand you the topics: the questions they ask you all the time.
- One post = one question, with a title that looks like what people type.
- A rhythm you can hold wins: one good post a month beats twelve in January and nothing after.
01A blog's real job
Your site has its service pages: they answer « I'm looking for an electrician ». But long before looking for an electrician, your future customer is looking for ANSWERS: « how much does it cost to replace an electrical panel », « why does my breaker keep tripping », « home charger price ». Every one of those questions is a real Google search, typed by real people in your area.
A blog post that answers ONE of those questions well is one more page that can show up in Google. People arrive for the answer, and they stay because whoever answered clearly knows their trade, and they're right nearby.
02Write about searches, not about yourself
The test before writing a post, one question: would somebody type this into Google?
- « How much does a backyard landscaping project cost in Quebec »: yes, people search that. Write it.
- « Our team took part in the chamber of commerce golf tournament »: nobody searches that. That's a Facebook post, not a blog post.
A blog isn't your company newsletter. It's how you publicly answer the questions people are already asking, so they find you while asking them.
03Where to find your topics (you already have plenty)
- The questions your customers ask you all the time. If three customers asked the same thing this month, hundreds are typing it into Google. That's your gold mine, and you're the best-placed person in the world to answer it.
- Google itself. Start typing a question from your trade into the search bar: the suggestions that appear are real people who searched that. Same with the « People also ask » section in the results.
- Your Search Console. This is the strongest of the four: under Performance, Google shows you the REAL searches your site already appears on, and how often. The gems are the searches where you appear far down (page 2, page 3) without having a page about it: people are already looking for you there, you just haven't answered yet. Write the post, and the door opens. (No account? My guide on indexing explains how to open one in five minutes.)
- Your quotes. What people ask before buying (lead times, prices, warranties, how it works) is exactly what they were searching the night before.
04How to write the post
- The title looks like the search. « How much does an electrical panel replacement cost in 2026? »: the customer's question, word for word.
- Answer straight away, in the first paragraph. Give the price range right off, explain the details after. People hate hunting for the answer inside the post.
- Be honest about prices. A realistic range beats silence: the one who gives it to you straight earns trust before the first call.
- Put your town and your trade in there, naturally. That's what makes the front door lead to YOU.
- Your real photos. A post about panels with YOUR job sites in it is proof on top of the answer.
05Rhythm: sustainable or nothing
One post a month, held for a year, is twelve more front doors from Google and a site that looks alive. Twelve posts in January and nothing after is a dead blog, and a blog whose last post is two years old sends the wrong message to everybody.
And if you're honest with yourself and you know you won't write: no blog at all. Good, complete service pages do 80 % of the job (I explain what to put in them in my guide What pages your site should have). The blog is the bonus for those who can keep the rhythm.
06The full checklist
- I start a blog ONLY if I can hold a rhythm
- A list of 10 questions my customers actually ask me
- The searches in my Search Console reviewed (especially the ones where I rank far down)
- Every topic passes the test: would somebody type this into Google?
- One post = one question, the title looks like the search
- The answer comes in the first paragraph, honest prices
- My town, my trade and my real photos in it
- A realistic rhythm, marked in my calendar
Published March 24, 2026