March 1, 2019

How To Write SEO Content For Your Small Business

by Colleen Romero

One major problem for many entrepreneurs is building a strong online presence. Simply owning a website or blog is easy—the challenge is regularly putting out high-quality, SEO content. After all, a majority of small business owners are probably not natural writers, let alone SEO experts.

Ten Tips On Writing SEO Content For Your Small Business

If you find yourself struggling to come up with content that interests your readers and increases your online visibility at the same time, don’t get discouraged. Luckily, you don’t have to be a best-selling author or SEO expert to create good content. All you need is a little effort and patience.

Learn keyword research basics

Keyword research is the foundation of SEO-friendly content. If you want your website to rank and be considered relevant by a search engine’s algorithms, you need to use the right keywords. To determine the right keywords for your business, you need keyword research.

Keyword research can be time-consuming, especially since there are so many keywords and so much to learn. While it’s impossible to become an expert right away, you can still learn the basics and benefit from them. Remember these two things: search volume and competition.

Search volume

Search volume signifies whether or not users are searching for a particular keyword or keyphrase (a string of three or more keywords). In essence, it’s a keyword’s popularity on a search engine.

There are plenty of tools that can help you check the search volume of keywords or keyphrases, but Google Ads Keyword Planner and Trends are ideal because they’re free and easy to use.

Google Ads Keyword Planner shows you monthly search volume estimates and suggests similar phrases. You start by typing a keyword on the box labeled “Your product or service.” For example, if you run an event planning business, you can enter “event planning.”

You’ll then see the average monthly searches of your keyword along with similar keywords.

Meanwhile, Google Trends shows you which phrases are trending during a specific time period. You can use this tool if you want to compare the popularity of similar keywords.  

Competition Analysis

Competition refers to other pages that are ranking for the keywords you want to rank for. Popular keywords have much higher competition, which means you are less likely to rank for them, especially if the competition’s websites are much more authoritative than yours.

As a small business owner, the goal of learning about competition is to find keywords or keyphrases that have little to no competition. This increases your chances of ranking for those keywords or key phrases.

Put these keywords in your content

Once you’ve determined the keywords you want to rank for, it’s time to put them in your content. Place keywords in various areas of your content such as:

URL Optimization

Your primary keyword must be in the URL of your blog post. For better optimization, keep your URLs as short as possible.

Title or headline

Your primary keyword should also be in the title or headline of your blog post. It’s also ideal to place the keyword near the beginning of the title instead of the end. Users who search for that particular keyword will see it much more easily and will be more inclined to click on your blog post.

Meta description

This is the short text description you see below the link to your website on Google’s search results page. Your blog post’s meta description should also include your target keywords and should be 120 to 160 characters long. This allows the meta description to actually be descriptive while not being unnecessarily stuffed with keywords.

Blog copy

If you want your blog post on your website to rank, you need to include your target keywords in the copy of the blog. It isn’t just about putting in keywords, though.

For your audience to actually click on your blog post and read it, the content must be informative, insightful, engaging, and relevant to the industry you belong to. For example, if your small business is part of the foodservice industry, it won’t necessarily help your rankings if you write content about logistics.

Break up text using images

No user likes clicking on a link only to see a giant wall of text. If you published a long, text-only blog post, your readers are likely just going to exit out of the page. This won’t do your rankings any good.

There is definitely no harm in creating long-form content, but make sure you break up the text every few hundred words by using images. Including relevant images in your blog eases the strain on your readers’ eyes.  In addition, using high-quality images holds your readers’ attention because of the visual appeal.

For best practice, include keywords on your alt tags (or alt text) to maximize your searchability.

Promote your content through email

Let’s say you’ve written a brand new, informative, and helpful blog post. This post is optimized for the right keywords and includes relevant images. Once you publish the post, you’re done, right? Well, not exactly. There’s actually one thing left to do: Encourage your audience to actually read the blog.

One of the easiest and most effective ways to do this is by promoting your blog through email. Instead of spending most of your day emailing all your subscribers one by one, use an email marketing tool that can do it for you in the span of a few seconds. This gives you much more time to do what you do best, which is managing and growing your business.

Choose an email marketing tool that has well-designed email templates so you don’t have to spend a lot of time trying to create the perfect email. This way, you can design beautiful emails with just a few drags and drops.

Think Strategically to Write Better SEO Content For Your Small Business

By no means does this serve as an exhaustive guide on how content marketing and SEO work. These two topics are far too complex to be covered in one blog post.

Just keep in mind that these things won’t happen overnight. It will take at least a few months for you to see results, but you can be sure that it will be worth the wait and the effort. How do you get results faster? Make sure you hire a small business SEO services team that are experts in local and small business optimization.

Colleen Romero

Colleen is an internationally known and respected copywriter who creates engaging and conversion-friendly SEO optimized web copy. She's been a content writer for over 5 years and specializes in content strategy and structured content.

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