SEO Content for Small Businesses

Why is SEO Content Important for Small Businesses?

One of the best tools for online marketing is SEO content. Read this post to learn more about SEO content and how it can bring in traffic to your website, increase engagement with your customer base, and lead to sales!

Potential customers for your small business are looking for content online every day. They’re asking questions in search engines, reading tutorials on how to do things, and researching topics they care about. If your business puts this content out there (and it’s optimized to appear in search engine results pages), you have a better chance of reaching people. When you reach people, you make more sales!

Quality content gets out the word about your products and services to the people who are most likely to buy.

What is SEO content? 

SEO stands for search engine optimization

Web content that is search engine optimized is more likely to appear at the top of the search engine results page.

Have you ever thought about what determines which websites pop up on the search engine results page? It’s actually a little tricky. Basically, the search engine uses algorithms to examine web pages for a number of criteria as related to the query. The web pages or blog posts that meet the most criteria are assumed to answer the query, so they show up at the top.

Content that is SEO (search engine optimized) meets certain criteria for quality, as well as adheres to some technical specifications. We’ll explain all of that in this post! First, let’s go into what we mean by quality content

SEO Content is Quality Content

One of the main criteria for SEO is the use of keywords. These are the words and phrases your potential customers are using when they open up and type or speak into a search engine; the queries that produce the search engine results pages.

If your content contains a lot of these keywords, you’re more likely to appear when people search for them. It’s not enough to simply use these keywords, though. You really have to use them well. The content must be meaningful and relevant to the user.

Back in the earlier days of SEO, search engines displayed results based on keyword density alone. You could simply pack your desired keyword into a short article or blog post and instantly appear on search engine results pages. This lead to a rise to lots of nonsensical and, quite frankly, terrible content that sounded something like this:

  • Wedding planners are in every city. Personal wedding planners are helpful. Are you looking for wedding planners? Hire wedding planners in your city. Use a wedding planner for your wedding. Hire local wedding planners now. 

Today, search engines are a lot smarter, and ranking at the top of search engine results is more difficult and competitive thanks constantly-changing algorithms that rank pages based on the perceived quality of the content.

Rather than packing the keyword wedding planner as many times as possible, quality SEO content about a wedding planning business will include multiple useful, relevant, and information-packed articles. Topics might include:

  • Ideas for floor plans in various-sized venues
  • A list of the pros and cons of hiring a band versus a DJ
  • Reviews of catering services
  • Testimonials from clients who were on the fence about hiring a wedding planner

Basically, quality SEO content provides information people are looking for.

Quality content answers people’s questions and gives them information.

When real people ask questions and type queries into Google, they want the results to be meaningful and relevant. They’re aren’t just looking for websites that contain the words they searched for – they want information that gives them the scoop, tells them the story, or shows them how.

While there are many technical strategies for optimization, these strategies are nothing without solid, meaningful, and relevant content as the foundation.

Giving people information they want to know and the content they want to read is a solid marketing strategy because it builds trust in your brand. Additionally, quality content is more likely to be shared, opening the doors to word-of-mouth advertising. 

Quality SEO content gets shared on social media.

People use social media to stay connected, share personal and professional ideas, get inspiration, and express opinions. In 2018, there were 244 million people using social media in the United States alone.

If you have a personal Facebook account, think about this: how many times have friends or family members tagged you in random posts about goods or services you’re interested in?

If you’ve got quality content, people will want to share it. This sort of organic marketing is valuable!

How does SEO optimization affect how your website appears in search engine results pages?

Remember those keywords and keyword phrases I mentioned above? These are the things that help your small business appear in the search engine results pages, thus matching you up with people who are searching for products and services to buy.

SEO content targets the people who are most likely to buy your product.

Some of the keywords you’ll use in your SEO content are obvious. For example, if you’re a wedding planner, wedding planner is an obvious choice. But what other terms or phrases are people in the market for wedding planners searching for? Could they be looking for an outdoor wedding planner? What about a traditional wedding planner?

Success with keywords requires that you figure out what your potential customers are searching for. In the content writing business, we call this keyword research.

If you’d like to do the work of conducting keyword research for your own small business, check out this list of resources, both free and paid.

You can also hire a professional content writer to make the process much easier and more streamlined for you. I’ll outline how to do that at the bottom of this post.

People click on content with quality titles and meta descriptions.

You learned this way back in school: the title of a piece of writing is important for grabbing people’s attention. That is the same for internet content! You want that same attention-grabbing effect from the content’s meta description as well.

Meta descriptions are short (155 character) phrases that a search engine shows with the title of the web page. They’re added to a piece of content using HTML tags (so they’re not necessarily visible on the blog post or web page itself). While meta descriptions don’t figure into search engine algorithms the way that keywords do, they are hugely important when it comes to someone deciding whether or not to click on your link.

To demonstrate the importance of meta descriptions, let’s look at these examples below. The keyword phrase used here was Kansas City yoga classes. Each of these meta descriptions contains that phrase – but are they all created equal?

If you were a person who wanted to take yoga classes in your city and you saw these results, which one of these descriptions is the most appealing? Which one are you most likely to click on and why? What about LEAST likely to click on and why?

Quality content with relevant and engaging meta descriptions will help your small business rank higher in search engine results pages as well as increase the number of people who click on your link.

People will actually read content that is clear, concise, and engaging.

I love reading, but let’s face it, not everyone shares that love. But even people who don’t necessarily enjoy reading for fun will read online content that is directly useful and/or relevant and is written in a way that is easy to understand and engaging

SEO content conveys information directly and in the best terms for the target audience. By using clear narratives, good storytelling methods, persuasive-but-not-pushy copywriting, readers are engaged to learn information, trust your brand, and buy your product or services.

Quality SEO content gets shared on social media.

People use social media to stay connected, share personal and professional ideas, get inspiration, and express opinions. In 2018, there were 244 million people using social media in the United States alone.

If you have a personal Facebook account, think about this: how many times have friends or family members tagged you in random posts about goods or services you’re interested in?

If you’ve got quality content, people will want to share it. This sort of organic marketing is valuable!

How can I write quality SEO content for my small business?

I wish I could say that ranking in search engine results pages was simply a matter of writing useful content with relevant keywords and having a perfect meta description. That is a huge part of it! However, there’s also a lot of behind-the-scenes work that goes into getting picked up by search engine algorithms. 

Search engine algorithms consider all of the following (and then some):

  • Titles
  • URLs
  • Headers, sub-headers, and body paragraphs
  • Keywords and keyword phrases
  • Links, backlinks, interlinks, and anchor text
  • Readers’ promotions and interactions, comments, likes, shares, etc.
  • Shareability: easily share, tweet, pin, or promote
  • Multiple avenues of information delivery: text, images, infographics, videos, and other sharable content

You can get the technical details about what these things are and how they factor into small business marketing on my beginner tutorial for SEO content.

When you follow the technical rules for SEO optimization, provide quality content, you will rank higher on search engine results pages.

Hire SEO Content Writers

One of the best ways to increase traffic to your website and convert that traffic to sales is by producing relevant and useful content.

Content that increases traffic is unique, widely understood by your intended audience, and full of information that people are already searching for. When people trust the business that provides the content, they’re more likely to buy.

Quality SEO content that leads to sales must be engaging, error-free, and fully optimized to appear on search engine results pages. 

Ready to start using SEO content to advertise your small business, but don’t want to put forth the effort it takes to write it? Hire a professional SEO content writer. My name is Rosemary and I work for Writing Rose, a professional writing, editing, and proofreading business. We regularly produce quality content that puts small businesses on the front of search engine result pages. Want to know more? See more about what the hiring process looks like here.

Have any questions or want to generate some ideas about how your small business could use SEO content? Drop me a line through email, or for a quicker response, reply to this post below.

SEO Content for Small Businesses
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