Picture yourself as a construction worker on your way to the hardware store to purchase supplies for your job. Acquiring those materials for your trade gives you tangible assets in return for your money, such as tools or lumber, which you can visually inspect, handle, and sense. SEO is an invisible service - you can only observe the results. This makes SEO intangible since you are putting resources into someone's expertise and time, presenting a major hurdle for numerous business owners in the trades sector.
Regardless of your industry, it is essential to publish content on your website to ensure that your business is visible to online searchers.
If you are considering publishing content on your website or have already created some blog posts, you may be uncertain about the guidelines. The idea of your business being featured on Google and drawing in new leads even while you sleep is thrilling, but there are also many uncertainties to navigate.
What kind of content should I include on my website?
They suggest starting a blog! Write consistently, and customers will start coming to your website in large numbers. However, even after trying this approach, you still struggle to rank. (For more information, you can check out our detailed article on why your website isn't ranking despite producing content here.) So, why prioritize content if it doesn't ensure immediate success.
In short, it’s not important. See, the internet has never been about content. It’s about satisfying your customer’s needs and wants. Nothing has changed in marketing for hundreds of years in that respect. Your goal is to give your customers what they want, answer their questions, and help them make the best decisions (just like we’re doing right now with you reading this article).
The better you answer your customers’ questions, problems, needs, wants and desires; the better the content will rank. Yup! That’s the secret! Is there an art form to it? Of course. That’s why you pay people to do it for you.
"As a Barber, is having content truly necessary?"
In summary, the answer is YES. Your customers may not hang on to every word, but they do anticipate having content on your website. Approximately 70% of individuals prefer to acquire information about trade services through content rather than advertisements. Moreover, 60% of people will not engage in business with you if your content is poorly written or excessively personalized, resembling an untrustworthy used car salesman. Google recognizes the demand for high-quality content that enhances user experience. Therefore, the quantity, length, and quality of content are crucial ranking factors. Failing to consistently publish well-crafted content with sufficient depth on the subject will hinder your ability to rank effectively.
Achieving a high ranking without the need to write a blog post daily.
First of all, let's be realistic – you won't be able to publish a blog every single day (or hire someone to do it for you every day).
It's not just about churning out posts. To improve your Google ranking, you must outperform your competitors by creating content that resonates with your audience. It's more effective to publish a high-quality and relevant article each month rather than 7 short, low-quality ones.
This article will delve into the significance of content, how your target audience influences your content requirements for ranking, and the role your competitors play in shaping your content strategy.
How Target Audience Influences The Content
Every business caters to two types of customers:
Maximisers = seek detailed information to compare choices and make well-informed decisions
Satisfiers = prioritize efficiency and aim to quickly find the most favorable deal
Maximizers
If your primary audience consists mainly of maximizers, you will require comprehensive content to assist them in decision-making. These individuals are interested in significant home improvement projects such as full kitchen renovations, splashback upgrades, and new deck installations, which necessitate careful consideration. To cater to them effectively, you should create detailed blog posts that delve into your services, provide pricing and comparisons, and offer practical advice. While the readers of these blogs may not be ready to immediately commit to a new kitchen, they are seeking guidance to help them make informed choices. To ensure that this content ranks well, it is essential to be the most informative and pertinent source possible, which involves longer articles and thorough exploration of the subject matter.
Satisfiers
If your target audience consists mostly of satisfiers, you can use concise content that helps them save time, as time-saving is their top priority. These customers seek immediate assistance for plumbing emergencies, last-minute lawn maintenance before an event, or sudden kitchen outlet failures. In essence, they require prompt solutions for time-sensitive home improvement issues. You will still need to create blogs and articles based on the keywords people are searching for, but the emphasis should be on relevance rather than length. For instance, a person seeking help with replacing a broken kitchen window does not require a 2,000-word piece on the global history of glass and repair techniques. Providing such extensive content might deter them permanently. What they need to know is that you offer quick, dependable services and have a solid reputation in your local community for fixing windows.
The Impact Of Competition On The Content
There is no universal solution for content creation, but analyzing the websites that rank higher than yours can serve as a guide for your own content strategy.
It's straightforward: if the content ranking for your targeted keywords is successful, there are lessons to be learned. By examining the content on the first page of Google search results, you can establish a standard to aim for.
How long is the content?
What type of content is it?
How comprehensively does the content address your subject matter?
To meet Google's standards, aim for each piece of content on the first page to have at least 1,000 words. This indicates that Google values longer content, so your goal should be to align with this expectation. Additionally, the structure of your content is important. If the top-ranking content is presented as a list, then your content should also be in list format. Similarly, if successful content includes comparisons using tables and charts, it suggests that Google finds this type of content valuable. By observing what is already successful, you can take cues on how to structure your own content for better ranking.
Is Long Content Necessary For Ranking On Google?
Size does matter. But not in the way you think.
Using more words doesn’t make your content better, and more words won’t make your content rank higher. But using more words DOES mean you unlock more ranking opportunities. For example, if you wanted to rank for the keyword ‘how to install a fridge’ you could cover the topic in 300 words.
But by increasing your content to 500, or 1000 words, you’d cover the topic in-depth. If you added a section on fridge installation mistakes to avoid you might start ranking for more keywords. Now people can find you when they search Google for fridge installation tips AND fridge installation mistakes to avoid.
The more content you have, the more keywords you can target, and the more opportunities you’ll have to appear on Google. If there’s a way for you to make your content more valuable, it’s worth doing.
There Is A High Demand For Informative Online Content
Around 80% of Internet users interact with blogs in search of personalized, relevant, and highly informative content. However, they often feel overwhelmed by the abundance of online information and are fatigued by encountering low-quality and repetitive content.
It is important to understand that following traditional methods and sharing generic information will not help your content stand out to your audience.
Therefore, it is crucial to focus on creating content that is both relevant and of high quality. The more detailed and informative your content, the more it will grab attention.
For example, if you run a landscaping business in Tampa, Florida , you could develop articles tailored to your region and target audience, such as:
10 Ways to Protect Your Landscaping from the Australian Sun
Tips for Finding the Best Landscaper in Perth in 5 Simple Steps
Effective Water Conservation Methods for a Lush Green Yard
To accomplish this, consider conducting a survey among your customer base to learn about their interests, information needs, and what they believe is missing online. By taking this step, you can improve your content creation process, showing your customers that you value their feedback and are dedicated to providing what they are looking for.
SEO Results Are Achieved Through Content
Having effective SEO means you'll be generating significant revenue through your content. So, what does this entail? SEO involves optimizing your content to rank well on Google, with the content itself being the key driver.
The main objective is to establish your website as a reputable and valuable source in Google's eyes. This will result in your blogs and website pages appearing on the first page of search results, leading to increased visibility.
And the results speak for themselves. On average, SEO leads boast a close rate of 14.6%, compared to outbound leads like direct mail or print advertising, which have a close rate of only 1.7%. Furthermore, this traffic is organic and enduring. In simple terms, this means more revenue and conversions for you.
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