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Optimize Content

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How Do You Optimize Your Content?

Content is a big factor in local SEO. If you want to rank well in the long term, then your aim must be to have quality content on your landing pages. Google looks for certain features in the content of a page.

What does Google like?

  • Google likes text
  • Google likes experts
  • Google likes freshness
  • Google likes formatting
  • Google likes accessibility
  • Google likes you to tell it where you are
  • Google likes outbound hyperlinks to authority/local sites
  • Googlebot isn’t psychic, so remember to pass on equity to your money pages

In the current age of internet on mobile, people do a lot of research about the options available. You should have this content readily available for potential customers when they browse your website. So, it is absolutely important to create quality and relevant content targeted towards your prospective clients.

Whether you are commissioning, curating, or creating content, pay attention to these four key elements:

  • Title
  • Body text
  • Image
  • Call to action (CTA)

You can also add a quote from a famous person if need be.

Content varies depending on the industry, company, and geographic location. However, the general idea behind it remains the same: write your content for the user, not for Google.

Imagine yourself in the user’s shoes and address their needs and concerns without beating around the bush. Understand their needs and write content based on that. ‘Pull’ content marketing that answers questions people are already asking work better than ‘push’ content marketing.

Your content should showcase your subject matter expertise and brand your company and yourself as a problem solver.

Keep your content fresh. Update your site on a regular basis to ensure your information is relevant and up to date. Plagiarism is a sin, so taking content from a top-ranking competitor just won’t cut it. Try to write content in your own words as much as possible. Make sure each page on your website has a minimum of 300 words.

Here are some ways to add content to your website:

  • Maps
  • Testimonials
  • Brand/PR
  • Services
  • City Info
  • Hours of Operation

This content further needs to be optimized, distributed (published) and promoted on various channels like Facebook, Twitter, and of course, Google My Business.

Your GMB Listing also needs quality unduplicated content. For this reason, don’t leave anything blank. Fill out services and other information in your GMB Listing to the best of your ability.

Here are some ways to add content to your GMB:

  • Description
  • Posts
  • Q&A
  • Reviews
  • Services
  • Business.Site

You should also add photos/videos to both your website as well as your GMB listing.

Focus on writing good content first and then fitting in the keywords later. If need be, expand your content to include your keywords rather than attempting to fit the keyword into existing content.

It’s okay because longer content tends to give pages a higher chance of ranking well (length is strength).

Different pages need to have content geared towards ranking for different keywords. Try to get them all to rank for the same keyword will result in cannibalization and end up bringing down the site as a whole.

Here are some types of content that tend to perform well:

  • Employee highlights
  • Community event photos
  • Tips and tricks
  • How-to guides
  • FAQs
  • Celebrating institutional milestones

Social media and web 2.0 sites are other channels where you can publish content and promote your business.

Google My Business Official Help

Google & Google My Business Support Link for Content – Webmaster Guidelines

Further Reading

Content Is King – 1996 Essay by Bill Gates

What is Content Marketing? – Blog Post by Content Marketing Institute

How to Leverage Content for Local SEO – Blog Post by CoSchedule

4 Focus Areas for Your Google My Business Content Strategy – Blog Post by DigitalBull Leads

For further reading on topics related to Content on DigitalBull Expert System, check out our information for Keywords as well as On-Page.

Need help optimizing your content or with white-label GMB services and local SEO? Schedule a free consultation with our GMB Expert!

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