Creating an online presence to generate leads and make sales has become a must in today’s digitally dominated world, yet accomplishing this task isn’t as simple as it may seem.
When every business is trying to land on the first page of popular search engines with the same tactics, it’s not hard to see why this has become a challenge.
How SMBs Can Maximize Content for Improved SEO Results
In order to help, let’s examine how SMBs (Small to Medium Businesses) can maximize content for improved SEO results.
Information Hubs with Varied Content
SMBs don’t have the resources to compete with their larger competitors when it comes to marketing volume, yet the Internet does give them equal ground to generate traffic, leads, and sales. Basically, SMBs have to focus on using their content more effectively in order to gain ground.
Creating detailed information hubs with varied content (videos, polls, pictures, text, links, etc.) is one way to gain some ground. One resource SMBs should have is expertise in their industry and field, as well as the time to create valuable content that their website’s visitors will appreciate.
This information hub may be in the form of a:
- website landing page
- video series
However the information hub is created, SMBs have the opportunity to maximize their content by creating a wealth of information about the subject matter involved. Long articles with pictures, videos, and links to relevant sources will be favored by search engines; visitors will also appreciate the wealth of information given and the time taken to create it.
Writing anemic articles for the sake of catching keywords in searches and gaining site visitors is a weak strategy; SMBs should focus on quality rather than quantity, while still generating new information hubs on a regular basis. If it takes a month to generate a detailed information hub, this is better than one anemic article posted every day to a blog.
Maximize the content generated, squeeze every bit of value out of it as possible; share it on social media, forums, email marketing campaigns, blog, and video comment areas, and spotlight it on the website for an entire month or week (however long between creation). The main goal is to solidify the content on the web for visibility while giving visitors a wealth of knowledge on the topic to generate leads and sales – visitors will recognize and appreciate the time spent generating the content.
Local and Specific
Not all SMBs are trying to exclusively reach a local audience, yet by using localized SEO tactics they can take advantage of the narrower reach. Generating content that targets a local audience is a great way to show up on the first page of search engines for localized searches. SMBs serving a larger customer base than their local areas should specify this in their content, while still reaching out to a local audience.
Generating local and specific content is a great way for SMBs to relate to their audience with common ground outside of their expertise.
Business is all about human to human experience!
For instance, storytelling can be used about their history in the local area, local events the company is involved with can be spotlighted, and relevant local issues can be touched on to highlight the company’s values and vision.
SMBs can maximize their content and improve their SEO by reaching out to a narrower audience in their local area, while still engaging in a larger strategy to reach those outside of it. This tactic gives them more subject matter to create content, while also generating a loyal customer base within their communities.
Perspectives and Angles
With so many businesses vying for the same audience, the perspective and angle SMBs use to generate traffic and leads is vitally important. The conundrum is: if everyone is using the same SEO tactics espoused by SEO thought leadership then who comes out first?
The simple strategy to create content that reflects the unique vision and values of each SMB is the most effective. Every business is different, even if only slightly; these differences should be accentuated and used to differentiate SMBs from their competition. For instance, this may come down to the personalities, preferences, and/or passions that owners and managers have relating to their services or products.
For instance, using videos on YouTube to explain products or services might be the angle certain SMBs employ, while other SMBs might focus on highlighting the history of their industry through articles on their blogs – unique content comes from sincerity and experience, even if it goes against common SEO practices.
There’s no substitute for hard work and sincerity, even when it comes to online marketing. Yes, improving SEO is vitally important for SMBs to compete in the online world, yet spending a fortune and neglecting other aspects of the business to drive traffic and generate leads isn’t necessary. If SMBs maximize their content in the ways we’ve examined, they’ll improve their SEO with an unlimited supply of ideas.
There does come a time when soliciting help from expertise does make sense; this is where Think Flame comes into the picture. By partnering with Think Flame, SMBs in Canada and North America will find a wealth of knowledge and the right direction for their unique online journey. If interested in learning more please contact us today.
Cassandra is the Content & Social Media Strategist at ThinkFlame. There is no challenge too big or too small. She enjoys creating, integrating and managing online communities and working with clients to building up their social footprint.