There are many different types of content that a business can write. One of the common mistakes made by businesses is focusing 100% on just blogging. There is this misconception in search engine optimization that blogs are the one and only content strategy that businesses need. Philosophically, the best type of content to write for any website is content that represents your business well and provides value to the website visitor. Instead of trying to optimize for search algorithms, you should always optimize for search users. This is especially true when deciding what content pillars to write for your website.
Evergreen Service Pages & Core Landing Page Content Strategies
First and foremost, the heart of any website is its core content. The pages that are in the navigation menu are the most important pages. A blog you write today will one day be on page ten of your blog after a few years of writing. But your service pages, product pages, about the company pages, and other pages that are featured in your main navigation will be present throughout the years. Here are some quick pointers on that front:
- Build out Sub-Services: A great long-tail keyword strategy is to funnel your content from a generic service/product to specific things that might be value propositions for your business. For example, a contractor can have a page dedicated to “siding”, but they can go further and create content about the specific siding materials they use. On those pages, they can provide pros/cons, benefits, timelines, and strong call-to-action language that focuses on helping website visitors find the right material for their property. All of this additional content is great for a search algorithm, but more importantly, it is high value to an end user who has those questions about what materials the contractor they are looking at uses and what materials will work for them.
- Don’t Orphan Your Content: Orphaning your content refers to having a core page that is impossible to get to easily. Navigation is extremely important, and you should always limit click depth when you can. Ask yourself how many clicks it will take to get from the homepage to that page; if the answer is more than 3, that is not a good sign.
Do More Than Blog With Your Recurring Content
There, of course, is a place for routinely published content that eventually fades into obscurity. But it does not (and should not) just be blogging. Blogs are great and are highly valuable to Google and other search engines (when they are optimized according to the EEAT algorithms), but they might not be a perfect fit for your site. Consider how you sell your services/products in person. Do you rely on client testimonials? Consider a case study post type. Do your services/offerings change seasonally? Consider creating announcement content that highlights what is new. Do you have events? Consider event pages that utilize event schema markup. Your website is a sales tool and should navigate like one. You likely don’t ramble a bunch of industry facts at your prospective leads, but try to tailor messaging to them. Likewise, your post types should be tailored to both your industry and your unique business.
Experienced SEO Content Writers For Local Businesses
Many SEO agencies use a cookie-cutter approach to their content strategy, where they write the same articles and blogs over and over again for the same industries. And while there is value in doing “what works,” the ongoing trajectory of SEO and digital experiences relies on personalization. Your business should do more than just write about your industry, but instead write about your customers/clients’ experiences, things that make your business unique, and provide real value to your potential customers. For content writing services for your business, please contact our team.