Content is King—Why Small Businesses Shouldn’t Neglect the Blog

Content has rapidly become a chief ranking factor in Google searches. It can mean the difference in whether your page ranks well in search results or disappears onto the second or third page, or beyond. Taking advantage of relevant content on your small business website can help you outrank your competitors. Here’s a look at the how and why.

Rank in Google searches

Google uses content as one of its primary ranking factors in determining results of keyword searches. It bases its results on how much relevant and quality content you have on your website compared to similar businesses and their websites. This means it is looking at the amount of content on your website compared to how much content is typical for websites in your industry. If you have more quality content than is considered the norm, your website may ultimately rank above others in your market.

While written copy is considered the primary form of content on your website, Google goes beyond this and also looks for things such as images, video and links. Using all of these formats on your small business website will increase your overall amount of content, possibly giving you a higher ranking in search results.

You want to be sure to fill your website with relevant content, as Google inspects each page within your website to determine its content quality. Pages that don’t provide useful and informative content are likely to be ignored by Google, leaving your customers unable to find you.

A good rule of thumb when creating content is to consider the information that your customers want from your small business, whether it’s about your products and services or other useful, related information, and making sure to include that content on your site.

Content creation tool

Blogs are a good way to boost your search engine ranking by presenting a variety of content that readers will come back to your website over and over again to read. Not only will this provide a variety of relevant content that your customers will be interested in, it can also give you higher search engine rankings for the keywords within your blog.

A blog can be focused on a multitude of topics that any of your customers might be interested in reading about. Keeping the information on your blog fresh and regularly updated is a responsibility that needs to be assumed on a consistent basis to keep people coming back to your website.

Think about posting blogs with announcements related to events or occasions related to your small business. These might include open house notices, parties or company news such as new employees or business expansion plans. Other ideas to engage readers with your blog include discussing the trends in the industry—if a person is interested in your business, they would no doubt like to know about larger issues within the industry or other factors that might impact your company and your customers.

Blogs are also a good way to introduce promotions, as they offer the perfect format for providing necessary details. You can launch a contest through your blog and watch as customers keep checking back to see if they have won. Blogs are also a great forum for discussing your small business’ products and services. Answer questions that your customers frequently have, or go over the benefits of the services or products you offer. Do your products or services offer solutions to problems faced by many consumers? If so, talk about it on your blog.

The possibilities are endless for what you can cover in a blog. The key is to be consistent and create quality content that your customers will enjoy.

Easier than you might think

While you may think setting up and maintaining a blog may be a big responsibility, it is actually simpler than you might expect. A blog can be integrated right into most modern websites and they offer a simple way to add content with each update. The platform that you use is actually less important than what you are saying in each of your blog posts. Remember that the idea is to engage with your customers and to rank higher in search engine results, and having a solid marketing content strategy is key.

When you initially start blogging, you may not have a clear idea of what your customers are looking for. This will become clearer to you as you post more blogs and get more feedback. When you come up with a topic that gets a lot of attention, you know you have struck a chord with your customers. Expand upon this topic with other blog posts on related subjects and use media such as videos, eBooks and infographics to go deeper and provide variety. The more content you can get out there about this topic, the more interaction you can potentially experience with your customers.

Research keywords related to your products and services and integrate them into your blog content. This will help with rankings on Google and will give you a good idea of the things your customers are interested in. This can help you determine topics to cover on your blog and will help ensure there is interest from Internet users.

While you can ask yourself what your customers would be interested in for blog content, a lot of what works will be discovered through trial and error. Don’t get discouraged—it just means you haven’t found your niche in terms of what your customers will respond to. Keep blogging to get content on your website, and the followers will come.

It’s important to post regularly and consistently. You want users to come back to your webpage because the content keeps changing and growing. Experiment with topics you cover on your blog as a way to attract new customers and allow you to appear in different keyword searches. You may develop a whole new customer base based on an unusual topic you decide to write about. Just be sure it is relevant to your small business’ products and services so you continue to rank high in search engine results.

Quality blog content is a fast way to improve how customers find you through Google searches. Always make your blog content relevant to your business, and be sure to post often to keep your customers coming back to your site. This will ensure you see the best results from your blogging efforts and put you at the top of Google keyword searches.

About Lexi St. Laurent
Lexi joined BizIQ in March of 2015. She brings over eight years of experience in social media, content marketing, and community management to the team, and has a passion for helping small businesses grow through online marketing.
More from Lexi | LinkedIn 

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