Developing strong website content is a major challenge faced by local business owners. Most local business websites aren’t very strong on content – they’ll have a homepage, some general business information, some content about their products and services, and that’s about it.
The truth is that in today’s competitive SEO and online marketing landscape, that isn’t enough to succeed and thrive online. As competition for those top ranking slots gets tougher, even smaller regional businesses need to invest in content creation and marketing to stand out from the crowd.
Many business owners might not know where to start in content creation. It’s not always easy to think of content strategies, and of course business owners are also tight on time. In this post, we’ll cover a few critical strategies you can use to expand your website’s content and improve your rankings and traffic online.
Blogging is one of the most direct and effective paths you can take to start expanding your website’s content. Over time, a regularly updated blog can grow to have hundreds of unique content items, each with a unique keyword focus and valuable SEO performance.
One great point about blogging is that you don’t really need to structure your content too specifically. Local business blogs can really be about anything – you’ll find some blog posts with industry information, some about the company, some personal updates, some general interest topics, and more. You don’t need to worry about fitting every post into your website’s existing main menu – you’ve got lots of flexibility.
When do you start to blog, you definitely want to keep keyword goals in mind. Blogging is a great way to target keywords and search terms that you might not have been able to target elsewhere on your website. It can also be a great way to target “long tail” keywords that you can’t hit on your homepage and other core website pages.
Finally, don’t be afraid to make your blog personal at time. Information about your employees, pictures of your actual business, and customer stories can all be really compelling blog content that helps to humanize your business. Combining keyword focused blog posts with more human content is a great way to make your blog interesting and effective for SEO.
Invest in Video
As bandwidth grows across the web, video is becoming increasingly pervasive online. There are many great benefits to video marketing – it’s engaging to users, helps tell your story in a visual way, and offers great SEO benefits too.
Many business owners might assume that video marketing is very expensive. But today, you can produce simple marketing videos very effectively with limited costs. Many local video production companies as well as online marketplaces make video production accessible to even small business budgets.
Usually with video production, you’ll want to start out with a general introduction video about your company. This will usually give you the best bang for your buck in terms of marketing value. This video can be embedded onto your website’s homepage, allowing you to quickly and easily engage new customers.
Once you’ve got a video or two produced, you’ll probably want to get the videos hosted on YouTube. While there are other video hosting options and platforms, YouTube is the best choice for most local businesses. Be sure to optimize your YouTube account as well, with a nice logo, cover photo, description, and of course links back to your website and other social channels.
Go Deep on Service and Product Content
One of the most common mistakes business owners make on their websites is not describing their products and services in detail. You’ll often see a business website with a page like “services” and a bulleted list of things that company does. That’s not enough! Your business website should focus on describing everything your company does in detail.
For example, if you’re a lawyer, don’t just have a page about “personal injury.” Describe all of the different aspects of personal injury cases that you handle. If a certain type of case has become more common, create a new page for it. Remember that every content page you create opens you up for new keyword targeting opportunities. It also helps communicate detailed information to your customers.
You can also consider creating pages specific to industries you serve or types of applications where your products are relevant. For example a contractor that serves both residential and commercial needs should have pages about homes, offices, warehouses, and whatever other types of applications or customers might be useful.
For ecommerce companies or any company that sells products even offline, you should always attempt to describe your products in as much detail as possible. If you’re selling products that are also carried by other retailers, it is especially important to work on creating your own unique product descriptions. The more value you can add into your product information, the more you’ll stand out against competitive retailers.
By following the tips above, you’ll be off to a great start in improving your website’s content, which will ultimately lead to better SEO results and improved user experience as well. If you’d like more information about content creation and marketing strategies, the Tech-Critic team can help. Contact us today for a free content strategy analysis.