Content marketing is one of those things you see big brands doing these days. There are lot of guides and posts talking about how brands can reach their target audience through right content marketing.That is indeed very true. But they do overlook content marketing for small businesses. Most small business owners focus on local SEO, getting positive reviews in local directories and paid advertising without putting much focus on content marketing. What these small business owners don’t realize is content marketing, when applied to their small business website, can do wonders and provide them a leverage in their internet marketing efforts, particularly SEO. Let’s talk about how content marketing can work for your small business and what more should you know about it.
Content Improves Relevancy & Builds Authority
On-page optimization is a key to good and steady search engine rankings. As explained in an earlier post – The most important SEO factor is a website’s capability to deliver relevant results for search queries a user is performing (read the full post here). Google scans a website for terms that describe the website before determining its relevancy in the search results. For instance – let’s say you are trying to rank for a keyword like ‘chiropractor Los Angeles’ then increasing the natural occurrence (with a keyword density of 1-2%) of the term will help improve the relevancy of your website in search engines.
The easiest way to improve a website’s authority and boost its credibility is by increasing relevancy to the target terms. When you add new content pages to your website, you are expanding your website and the index count (number of indexed pages) of your website and creating more natural occurrences of your target keywords. This is particularly helpful for small business websites. Most small business websites only have a few static content pages like the homepage, the contact page, the services page, etc. These limited number of pages means limited opportunity to have natural occurrence of the target keyword(s) in the content. When you set-up a blog section and update it consistently using articles that are focused on your products and services, you are expanding your website. This expansions helps build more natural occurrences of your target keyword(s) and improve your website’s relevancy in search results. This means better and steadier rankings.
Make sure you add original content. Any form of content duplication can hurt your website rankings. If you take quotes or references from other websites/sources, make it a point to give them proper credit via direct link to the source of information.
New Content Keeps Your Backlinks Profile Fresh
Anyone who has even slightest idea about SEO will know about the importance of backlinks for ranking a website. Imagine you start a new small business in your area, getting press release for it in local news paper websites will help you achieve visibility offline and improve your website’s visibility in search engines. However, the links do not stick forever. The links decay over time. It is thus required that you keep your backlink profile fresh by having new links.
An easy way to attract new links is by releasing new posts and getting them shared across social media sites by your loyal fans and customers. Each such social signal is also treated as backlink and will help improve your website’s SEO. Keeping your website updated with new content and announcements makes it easy for your customers to link out to you and get you more conversational links.
Give Room For Semantic Keywords
The search engines are being transformed in semantic information delivery machines. It is important to understand the meaning of semantic keywords and how it needs to be incorporated in your content marketing plans. But first, let’s understand the meaning of semantic as explained in Dictionary –
noun, ( used with a singular verb)
a.) the study of meaning.
b.) the study of linguistic development by classifying and examining changes in meaning and form.
2. Also called significs. the branch of semiotics dealing with the relations between signs and what they denote.
3. the meaning, or an interpretation of the meaning, of a word, sign, sentence, etc.
To put in a simpler terms, the search engines do not just look at the occurrence of target keyword phrase but also looks at the overall content design to see if your page is relevant to the searcher’s intent. You need to understand what your visitors are searching for and then incorporate these phrases that your visitors want to see. Say for instance you have a ‘bakery in New York City’ then having keyword-phrases like ‘gluten free bakery New York City’, ‘bakery delivery NYC’, ‘bakery store NYC’, etc. will help improve your rankings.
If you are a small business owner that is looking to get more traffic and leads, you should start implementing content marketing plan today. Need an expert to help you with content marketing? Feel free to contact us.