One of the keys to understanding search engine optimization (SEO) is knowing what search engines look for when they crawl the web for results. Search engines like Google are always striving to return the most relevant, useful results to the searcher, and content is one of the primary ways Google decides if a website is a good match.
“Creating content is one of the best ways to help boost your SEO,” said Jennifer Sable Lopez, senior director of community and audience development at Moz. “With no content there’s no reason to come to your website.”
Content can include a page about your small business, an FAQ page and even a company blog. If you’re not a confident writer, try sitting down with a friend or employee and have them take notes as you talk about what you want customers to know about your business. Then you can go back and rework that information to publish on your website. The goal is to establish your business as an authority in your field and your community.
“Keeping it local is key,” Lopez added. “If you have a lot of links and shares [on social media] from people in your area, that signals to Google that lots of people in this area are linking and reviewing this business.”
It’s also important to decide upfront how much time you can commit to updating a blog. “You have to keep up on whatever you decide,” Lopez said. “Over time, that will help bring people in organically.”