LOCAL BUSINESS SUCCESS CENTER

Tips, trends and marketing advice to help you grow your business.

With the significant changes that happened in 2013 to Google’s search algorithm, SEO is now more than ever based on the quality of content your website contains. It’s no longer enough to have a site with tons of keywords and proper tags in place. In order to improve your search ranking and online visibility, you need to invest in creating original, useful, and interesting content. Here are 6 types of content that will help improve your search rankings and bring more potential customers to your website:

1. Content That Answers Specific Questions

A key component of today’s search landscape is questions. Users often want specific answers to specific queries, not just general information about a particular topic. Therefore, when thinking about content to create for your site, consider developing pieces that address questions your customers might be asking.

Example: A boutique clothing store publishes a detailed guide that covers fashion trends for spring in order to answer the question, “What are spring 2014 fashion trends?”

2. Content That Includes Long-tail Keywords

Related to task of answering specific questions are long-tail keywords. These keywords are longer search strings that are less commonly used than single keywords or shorter search strings.

Example: Rather than using the simple keyword “pizza” in their introductory paragraph, an Italian restaurant uses the keyword string "family-owned pizza and pasta restaurant in Indianapolis".

3. Expert Content on a Variety of Topics

As a small business owner, you’re closer to your industry than the average consumer is—and that gives you a unique position to share expert knowledge that readers will find interesting. Think about how you can share personal insights into your field with online viewers.

Example: A salon owner creates a how-to video on the best way to blow-dry hair, providing expert advice on technique, products, and equipment.

4. Visual Media Content

The more engaging your content is, the more it will positively impact your search rankings. Today, the most engaging content on the web is of a visual nature: infographics, videos, photos, and other graphics. Make sure your site features visuals that will appeal to potential customers and reinforce your business's brand and mission.

Example: A daycare owner creates a visual tour of her facility, highlighting the space, the staff, and the activities they provide for children.

5. Content Shareable on Social Media

Social media is the easiest way for online readers to share your content with others. The more shares you have, the more traffic you’ll get to your site—and the more search engines will weigh results in your favor.

Example: A home repair business provides social share buttons on each of their individual blog posts to make it easy for readers to share their articles on social.

6. Content That Elicits a Reaction or Opinion

Posting content that people will get excited about—or, in some cases, upset about—is a surefire way to ensure reader engagement.

Example: An organic health food store posts an article about proposed GMO regulations in their state.

The Bottom Line

The more useful, relevant, and engaging your content is, the more traffic you’ll get to your website and the higher your website will climb in search rankings.

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