SEO 101 for Small Businesses: Part 3

While you have a basic understanding of what search engine optimization is and why it's important to grow your business presence on the Internet, it's also crucial to understand what makes content engaging for customers.

 Although SEO is usually regarded as an effective way to boost your search engine result rankings, without eye-catching content, your website may not generate as much traffic or convert leads into customers.

Here is part three and the final installment of a series on SEO for small businesses on creating engaging content:

Think About Your Business Goals for Content

When thinking about your business goals, determine how you want your content to not only reflect your company but also drive its mission. Content can help you achieve your business goals and promote your other sales and marketing campaigns. Your content marketing objectives will often be more specific than your overall SEO goals.

Your content marketing goals could include:

  • Generate interest in products or services
  • Sign users up for a promotional newsletter
  • Grow follower numbers on social media pages
  • Boost traffic and repeat visitors to your website
  • Increase lead-to-customer conversion rates

Whether your goal is short-term or long-term, coming up with what you want to accomplish will help you plan your content.

Speak to Audience Using Their Voice

Would you talk to a room of CEOs using colloquial language or speak to a beach crowd with an overly professional tone? You wouldn't, which is why you need to make sure your content matches the audience and personalities it's meant for, according to Search Engine Land. Always think about your audience when making content for your business because depending on your target audience you could change your tone, style and type of content.

Examples of tone/style

  • Witty
  • Formal
  • Positive
  • Neighborly
  • Educational

Types of content, according to QuickSprout:

  • List articles
  • How-to blogs
  • Whitepapers
  • infographics
  • Ebooks

Use Varied Forms of Media for Content

While text will serve as the foundation for your business and marketing message, it's not the only type of content you should utilize. To have a visual impact, branch out by using vibrant pictures that illustrate the ideas of your text and videos that allow for more user interaction. Different forms of media could mean the difference whether leads convert customers. According to Connected Life 2014, 60 percent of Internet users watch online videos.

Embed YouTube videos you find of industry-related news or other clips your followers would want to play and share. You could also join these video-sharing sites yourself to upload clips of your products, interviews with workers and more. The popularity of videos combined with other media could help you keep users on your website for longer, giving them more time to learn more about your products or services and increase their chances of converting.

Include a Call to Action

Although your content may pique readers' interest, they might need a little help to move down your marketing or sales funnel. Within your blog, video or other content, make sure to insert a call to action. It can be something as simple as "Sign up for our newsletter" or "Learn more about our consulting services," depending on your business goals.