With so many companies in the digital marketing game, many small to medium-sized businesses (SMBs) feel it’s too late to start marketing online because they won’t be seen and so they don’t even bother trying. However, new Google search changes have recently created way more opportunities for SMBs to be found. The trick? Blogging.
How to get started
Before you write a single word, put yourself in the shoes of a Xerox Agent or Dealer who’d like to attract customers seeking a new printer solution for their office. Easy enough, right? So, now you sit down and write a lovely blog about printers. The problem is that a keyword like printers will be virtually impossible to gain search ranking for if you’re an SMB, let alone one who’s just starting their first blog. Now what?
What?! Google search changes help blogs succeed?
Google knows that the way humans interact with devices is becoming increasingly casual and conversational; (think voice control). The more we use devices in our daily lives (Internet of Things), the more we see what’s become known as “conversational searches.” Traditionally, one might search by typing: office printers in Phoenix, AZ, into the search field on a computer but what if you’re on the road? When talking into a device, your search will be more like a question; where’s the nearest printer dealer? Because that’s sounds like how we’d normally ask a question like that. In other words, people don’t change their conversational style to suit search engines, it’s the other way around.
Using conversational keywords
If you’re an SMB, a keyword like “printer” just won’t gain traction in search because it’s too generic and the big players with higher ranking domains are dominating that keyword. Instead, try using a longer search term like: “office printer in Flagstaff, AZ.” This keyword is much better, because it’s more specific. This type of longer keyword string is known as the long tail.
The long tail into a headline
With conversational searches becoming mainstream, long tail blog topics are creating better options for smaller and local businesses to rank better rank in local search. But before you sit down to write, first, think about how users pose questions using voice search. If typing into a computer, you might query: new printer or printer and fax combo. But when talking into a device, we tend to ask questions:
- How are stand-alone and all-in-one printers different?
- What is the best space saving color printer?
- Where is the nearest copy and print shop?
These questions are great, but they make terrible titles or headlines. Blog headlines have to be compelling in order to make us click, but the content still needs to be written for both traditional and conversational search. So how do you turn questions into impactful headlines? Be concise:
- Eye-catchers: Printers that do Everything but the Dishes!
- Solve problems: Find the Best Office Printer Without Leaving Arizona
- Offer advice: 10 Ways a new Printer Pays for Itself Quickly
Still struggling? Here are a few tools that can help (for free):
Topic and Headline Generator: Type in your chosen keywords, select the category from a dropdown menu and there you go – a list of SEO friendly titles.
Headline Analyzer: This nifty little tool grades your headline content and offers suggestions for improvement.
Long story short: If you’re a small to medium-sized business, don’t be afraid to start blogging!. However, keep in mind that learning strategy remains the key to success and that blogging isn’t an overnight one-and-done marketing tactic. Stick with it and be consistent to reap the rewards.
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