Big brands have always been able to muscle out local competition wherever they go. When McDonald’s opens a franchise in a location, it immediately eats into the earning of local eateries. It is also able to grab eyeballs through cutting-edge marketing initiatives to boost local following.
With local SEO, small businesses have a way to survive and thrive despite facing competition from bigger fish in the market. By creating the right SEO strategy combining content and useful backlinks, a small business can theoretically improve its presence on search engines and gain much-needed visibility.
To do so, it needs to reach its audience with a strong message. In other words, it needs to develop a content narrative that is-
- Visible to its audience: This is largely achieved by the vast reach of search engines. By creating content considered optimal and relevant by search engines, a small business can reach its audience and stand a chance to be successful despite facing competition from bigger brands.
- Strikes a chord and solves a problem: Marketers have the habit of looking at their products as commodities to be sold. While this is functionally true, it is based on a narrow perspective. Instead, if marketers take the products they are promoting as a tool for customers to solve a problem they are facing, the chance of running a good campaign increases.
In this article, we will discuss three essential tips to improve the quality of content for local businesses.
Focus on Evergreen Content
Local businesses have the habit of delving too deep into their blog content on topics that they don’t need to cover. A bakery in Connaught Place does not need to post a blog about the art of baking. A lawyer trying to attract clients does not need to write blog posts on any news regarding an SC judgment. This type of content is covered by other blogs and websites vividly, and it tends to lose its sheen after some time.
Instead, blogs need to create content for audiences who are looking for them through local search. Tourists are a typical example. If you have a bakery in Connaught Place and want to reach out to tourists coming to Delhi, you’re much better placed writing a blog post on the best places to eat in Connaught Place. There is no need to go into the technical aspects of baking.
Make Video Content
It is much easier to connect with people through video. For content to be discovered through search, there is first a need for people to search specific queries. On platforms like YouTube, the algorithm is always at work to suggest relevant content to users. In other words, there is more than one way of discovering content on YouTube.
Small businesses should consider investing time and effort in video. The content of the video should be chosen keeping in mind the previous tip – always create evergreen content.
Offer Insights with How-to Content
How-to content has been getting a bad rap lately, primarily because it has now become an overused format. However, when done well, it is a great tool to build trust with an audience and helps the brand image of the website. For a small business, these are key elements to grow and prosper.
In conclusion, this article covers three important content-related tips for local businesses.
About the Author- Deepak Scindia is a digital marketing influencer and content expert with more than a decade of experience in the field. He writes guest posts for many prominent brands including Eduburg India, known as the best digital marketing institute in Delhi.