How to Create a Post on Substack That Gets Found on Google

A step-by-step guide to writing searchable posts, finding the right keywords, and using Substack’s structure to get discovered on Google.

If you’ve been wondering how to create a post on Substack that actually gets read, shared, and found beyond your existing subscribers, you’re not alone.

Most people hit “publish” and hope for the best without realizing that Substack’s structure quietly favors posts that are clear, searchable, and intentionally written.

In this post, I’ll show you how to create a Substack post that works with the platform and Google, not against it.

How Substack Works Behind the Scenes

Before we get into the actual steps, it helps to understand how Substack works behind the scenes because this is what makes it such a powerful platform for being found.

Substack isn’t just sending emails. Every post you publish becomes part of a public, searchable network.

Your articles live on the open web, not behind a paywall by default, and Google can crawl them just like blog posts.

That alone puts you ahead of most creators relying only on social media.

But here’s the part most people miss:

Substack creates connected content.

When you:

• Publish consistently around a few clear themes

• Use similar language and keywords across posts

• Link to your own past articles

• Get replies, comments, and shares
  

…Substack starts to understand what your publication is about. Google does too.

Each post becomes a node in a larger web—supporting, reinforcing, and backlinking the others. Over time, this network tells search engines:

“This author is a credible source on this topic.”

That’s how posts written months ago can still bring in new readers today.

You don’t need hundreds of posts.
You need connected posts.

Once you understand that Substack favors clarity, consistency, and internal linking, the steps for creating an SEO-friendly post become much simpler—and much more intentional.

So, let’s break it down, step by step.

Start With a Question Someone Is Already Asking

Before you write anything, pause and ask:

“What is my reader already searching for?”

Not what you want to say.
Not what feels clever.
What problem are they actively trying to solve?

Good examples:

• How do I monetize Substack?

• How often should I post on Substack?

• Can Substack replace email marketing?

• How do coaches attract clients with content?

SEO begins before the writing.

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Find Keywords Without Fancy Tools

You don’t need paid software to find good keywords.

Here are three simple places to look:

1. Google Autocomplete

Start typing your topic into Google (or youtube) and watch what fills in.

If Google suggests it, people are searching it.

2. Substack Search

Type your topic into Substack’s search bar.

What shows up?

• Existing posts

• Publication titles

• Common phrasing

That language matters.

3. Questions Your Audience Already Asks You

Emails. DMs. Comments. Coaching calls.

If someone has asked it once, others are searching it.

📌 Pick one main phrase per post.
Example: “how to create a post on Substack”

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Write a Human Title (That Also Helps SEO)

Your title should:

• Include your keyword naturally (as close to the beginning of the title as possible)

• Promise a clear outcome

Examples:

• How to Monetize Substack Without a Huge List

• Podcasting on Substack: A Simple System for Coaches

• Why Your Substack Isn’t Growing (And What to Do Instead)

If it sounds like something a real person would click, you’re on the right track.

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Use the First Paragraph Intentionally (This Is Critical)

Substack and Google both scan the top of your post first.

In your opening:

• Clearly state what the post is about

• Use your keyword once, naturally in the first sentence

• Tell the reader what problem you’ll help them solve
  
  

Example:

If you’re wondering how to monetize Substack without chasing subscribers or posting every day, this post will show you a simpler, more sustainable approach that actually leads to clients.

Clear beats clever every time.

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Understand How Substack’s Structure Helps SEO

This is where Substack quietly shines.

Substack posts:

• Are indexable by Google

• Have clean URLs

• Automatically generate metadata

• Reward clear headings and engagement

To work with the platform:

Use Headings (H2s & H3s)

Break your post into sections with descriptive headers.

Good headers:

• Why Most People Struggle With Substack SEO

• How Substack Helps Your Posts Rank on Google

• A Simpler Way to Think About Keywords

Keep the content under 300 words between headers and leave space around the sentences - people are scanners these days - make it easy for them.

Headings act like signposts for search engines and readers.

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Naturally Repeat Your Keyword (No Stuffing)

You only need your main keyword in:

• The title

• The first paragraph

• One or two sub-headings (if it fits)

• Once near the end

If it feels forced, remove it.

Modern SEO rewards readability, not repetition.

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Engagement Is a Ranking Signal (This Matters)

Substack notices when people:

• Open your post

• Read longer

• Comment

• Reply

• Click links

Google does too.

End your post with a simple invitation:

• Ask a question

• Invite a reply

• Point them to a related post or offer

Example:

If you want help turning Substack posts into paid clients, reply to this or check out the resources linked below.

SEO isn’t just about search—it’s about interaction.

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Categories and Tags Help Discovery Inside Substack

Use:

• 1–2 clear categories
  A handful of relevant tags

Think:

• Substack

• Content Strategy

• Client Attraction

• Podcasting

• Conscious Business

This helps your post surface inside the Substack ecosystem.

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SEO Compounds When You Repurpose

One well-written Substack post can become:

• A podcast episode

• A Skool post

• A YouTube video

• An email

When the same idea lives across platforms, search engines take notice.

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The Big Truth About SEO on Substack

SEO isn’t about gaming the system.

It’s about:

• Answering one real question

• Clearly

• Consistently

• In your voice

If your content helps a human, it will eventually help your visibility.

That’s the kind of growth that compounds.

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If you want support turning your Substack into a client-attracting system (not just a writing habit), that’s exactly what I help with—without overwhelm, algorithms, or hustle in our Skool community -🔥 join us here

I believe in you,