Content Creation

Be authentic

Your business has its own personality — its own way of speaking to customers and in representing itself both online and off. Whether lighthearted or serious, professional or conversational, that personality should come across in your content.

Even if your business tends toward the professional/serious, I’d encourage you to skip the marketing jargon, however. In addition to making you look less authentic, customers probably aren’t using jargon when they’re searching for companies like you in Google.

It’s probably best if you as the owner, or a trusted employee, write a significant percentage of your website’s content.

But if the amount of content you need to create for your site seems overwhelming, consider a business-writer matchmaking service like UpScribed. Services like UpScribed pair your business with an affordable professional writer who can (hopefully) capture your business’s tone and personality but do most of the heavy lifting for you.

Write for humans, not Googlebot

In the early days of SEO, when Google’s algorithm was far less sophisticated, business owners rightly obsessed about how many times they needed to repeat a given keyword on a page in order to rank for it. That’s no longer worthwhile today, and it hasn’t been for a long time.

You should include the keyword you’re trying to rank for at least once or twice on the page. But it should come naturally as part of the text that’s describing the topic — perhaps once in the Header of the page, and once or twice more in the content itself.

The reality is that Google’s understanding of language has gotten scarily good, and it’s pretty much able to identify synonyms on the fly, deconstruct entire topics, and relate concepts to one another. You can basically consider Googlebot a human at this point!

Headings are wayyyy more important than paragraphs

Almost no one on the Internet actually reads; we skim. In fact, if you read this sentence, it’s probably because it’s right underneath a heading!

Make sure that each page of your website uses headings liberally, particularly if it requires a scroll for people to read its content completely. Headings make it easier for visitors to skim right to the content they’re most interested in.

(Google may also reward you more for keyword usage in headlines, but it’s not the reason I’m recommending them.)

Think multimedia

Lots of small business owners (myself included!) tend to freeze up when you sit them in front of a keyboard and ask them to type a few paragraphs, even about a topic they’re experts in.

If that predicament describes you, think about the other kinds of content you can create that might be more up your natural alley — photo galleries, graphics describing your products or services, podcasts, videos, or webinars.

You should always consider your website — not a social media website — your primary content repository. And Google is still best at indexing text content above all other types, so it’s always a good idea to have a little bit of text on each page that describes the media, like a video transcript or image caption.

But in many cases, non-text-content can help you promote your business far beyond your website. There’s a reason YouTube, Instagram, Snapchat and TikTok are all among the top 10 most popular apps. Just as you might rather create audiovisual content, many of your customers would prefer to consume audiovisual content as opposed to text.