Content is king. That’s the saying, right?
For service businesses, we can loosely break your content down into three categories:
- Service content. What you do and where you do it.
- Credibility content. Why a prospect should engage with your business.
- Marketing content. Content that helps position you as an expert and puts your business in front of prospects earlier in the buying cycle.
Ensure you optimize all of your marketing content, including case studies, portfolio entries and testimonials — not just the obvious service pages.
A solid content marketing and SEO strategy is also the most scalable way to promote your business to a wide audience. And this generally has the best ROI, as there is no cost per click — so you are scaling your marketing without directly scaling your costs. This kind of SEO strategy is not right for every business, but when it is a good fit, it’s almost unbeatable.
Here are the key takeaways:
- Optimize all content across the entire customer journey.
- Determine whether content marketing via organic search is a good fit.
We still see way too many paint-by-numbers approaches to SEO, where local businesses are paying agencies to pump out blog posts that are strategically not a good fit. Ensure that all of your content is optimized, and if you are doing content marketing, ensure it is a good fit for your marketing tactics.