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In part one of this two-part blog series, we went over some of the major reasons why long-form content is so valuable in the world of SEO and digital marketing. From its ability to target multiple keywords to the way it makes it easier for Google to crawl and much more, there are several reasons why utilizing long-form content regularly is important for those in the SEO world. 

At Be Locally, we're happy to help with a variety of SEO and related themes, from web design and other on-site needs to PPC and many other off-site optimization services. What are some of the other major value-add areas of long-form content, and what are some tips we can offer on how to implement this content well on your site? Here are several basics to keep in mind.

long-form content SEO implementation

Multiple Angles at Once

Part of the value of long-form content is the way its length allows you to include multiple angles and topics on a single subject. This can be valuable for both the reader, who gets to see the topic from several different perspectives, and for the writer, who can target multiple keywords with a single piece of content.

It also allows you to go into more depth on a particular subject than you might be able to in a shorter article, giving you more information to work with and a better chance of ranking for multiple keywords.

Can Become Reference Material

In addition to providing a great place for content, long-form is also an opportunity to create reference material for your site. By including detailed information, citations, and other valuable resources, you can make your long-form content into a one-stop shop for anyone looking for more information on the topic at hand.

This can not only help with SEO, but also with driving traffic and building authority for your site.

Tips for Implementing Long-Form Content

Here are some basic tips we can offer on how to implement long-form content on your business website:

For more on why long-form content is so valuable and how to implement it, or to learn about any of our SEO programs or services, speak to the staff at Be Locally today.

Content has long been one of the single most important elements in any SEO or digital marketing plan, and the last few years have revealed a specific trend within this realm: Long-form content is an extremely valuable approach. From longer blog posts to specific case studies, conference decks and other formats, long-form content is taking on more and more importance among SEO experts and internet marketers everywhere.

At Be Locally, our quality SEO services include meaningful attention to your site's content, and long-form methods have become a bigger and bigger part of our programs recently. Why is this, and what can businesses do to optimize their use of increased long-form content in several areas? This two-part blog series will go over the answers to both these questions.

long-form content SEO beneficial

Targeting a Range of Keywords

One of the key benefits of long-form content in the SEO world is the way it allows you to target a greater range of keywords. Consider this: A company might have three or four main services it offers, plus about fifteen or so sub-niches of these services that it provides to different industries and groups. Each of those sub-niches is likely to include its own set of questions and keywords, meaning there are at least thirty more general keyword phrases a company should rank for in order to fully optimize their site.

This, of course, is much more difficult with a shorter article. If you only have 300 words to work with on a page, it's tough to target thirty different keywords that might also be relevant to the same topic. With an additional 200-300 or so words, though, you can target a much greater range of keywords while still including anything that could be pertinent to your business.

Easy for Google to Crawl

In addition, long-form content that's relatively simple will be incredibly easy for Google and other search engine bots to crawl. When Google can understand the context of a given page, it can rank it much more easily, which is always a boon for businesses that want to dominate their search engine results.

Attracting Better Third Party Links

Link building is also a huge part of SEO for many companies, and quality long-form content can be a tremendous asset in this area as well. After all, the greater depth and detail you offer on your site, the more likely it is that authoritative websites covering related subjects will want to link back to your information and provide a valuable resource for their own visitors.

Easy to Tweak and Update

Long-form content is also a simple way to target evergreen topics that will always be of interest to your visitors, from SEO strategies to inbound marketing techniques. By offering a greater degree of content on these types of topics you can attract organic traffic year round and make it much easier for search engines to know exactly what your website is all about.

Finally, long-form content is a relatively simple way to update an evergreen page without having to sacrifice its permanent status. For many websites that are constantly producing new content, updating a page with fresh information is simply impractical due to the regularity of their schedule. This means they have to create new pages over and over again for every new piece of information they want to share, but long-form articles mean changes can be made easily without having to go through this process.

For more on why long-form content is becoming a necessity for many SEO efforts today, or to learn about any of our other digital marketing services like PPC, web design and more, speak to the pros at Be Locally today.

While certain elements of search engine optimization (SEO) are relatively simple and straightforward, some others are a bit more complex. There are several "under-the-hood" examples in this category, elements that help drive SEO success despite most people knowing very little (or nothing) about them -- and one great example here is the use of what's known as a crawl budget for your site.

At Be Locally, we're proud to offer a wide range of SEO services, from well-known themes like web design or social media marketing to lesser-known areas like bot crawlers and crawl budgets. What is a crawl budget, how might certain crawl budget issues impact your site, and what can be done about them?

understanding crawl budget SEO

Crawl Budget Basics

In simple terms, crawl budget refers to the amount of time Google or another search engine spends "crawling" a site, or the amount of time it spends downloading and indexing a particular website. Google has finite resources for this process, and they will use a few factors to determine how your site is prioritized.

As a site owner, there are two pieces of this puzzle to pay attention to: Raising your crawl budget where possible, and getting the most out of your existing crawl budget. Because the former is much tougher than the latter, though, and may involve certain extremely technical themes, the rest of this blog will primarily focus on the latter, which involves several relatively simple concepts.

Possible Causes of Crawl Budget Issues

Here are a few of the problems that may arise on your site with regard to crawl budget:

Dealing with Crawl Budget Issues

You have a few solutions available to you if you're dealing with any of the above issues, or others related to crawl budget:

For more on crawl budget and how to work through issues with it, or to learn about any of our technical SEO expertise areas, speak to the staff at Be Locally today.

Within the world of search engine optimization (SEO), on-page content is one of the single most important elements. On-page SEO features everything from meta tags and formatting to keyword optimization and more, helping make your content available to search engines and your audience alike. 

At Be Locally, we're happy to help with a wide range of SEO and local SEO services, including on-page optimization for any of your business's pages. There are several types of on-page optimization you might consider for your website depending on your goals, budget and other factors -- but a few of these are most common and popular within the SEO world. Let's go over what on-page SEO optimization is, plus a few specific strategies for it, in this two-part blog series.

on-page SEO basics formatting

What On-Page SEO Is

On-page SEO, as we noted above, includes meta tags, content format, keyword optimization and other areas that help make your content available to search engines.

The basic idea behind on-page SEO is simple: The elements your site has (or doesn't have) become a part of how search engines index and rank your content. For example, if a page on your site is very fact-based and offers little in terms of reader interactivity or engagement, you can improve the page's overall reach by making sure all of the facts are present and easy to find. This is what meta tags do, among other things: They help search engines "find" your content.

On-page SEO helps boost your content's reach in two ways: One, it improves the chances that a page's content will be found by Google and Bing; two, it can help your content look more appealing to potential readers (and thus improve how likely they are to stay on your site). This means that in addition to search engines, page-to-page SEO also helps you reap the social benefits of good content.

Our next few sections will go over common tactics for on-page optimization that will bring you fantastic results.

Proper Formatting -- For Both Readers and Bots

As we just noted, on-page optimization should be tailored to both prospective site visitors and search engine bots. When you're formatting your on-page content, make sure that it's written in a way that is appealing to both humans and web crawlers.

There are several ways to do this, including:

For more on how to optimize your on-page SEO, or to learn about any of our SEO, PPC, social media marketing or other online marketing services, speak to the staff at Be Locally today.

During this difficult period for most of society, one where many lives and jobs have been lost and daily life as we know it is flipped on its head, those who create content may periodically feel like they’re at a loss. It can be difficult to find both motivation and prudent topics to cover during a time like this, especially for those trying to market products in what feels like an emotion-less way.

At Be Locally SEO, meaningful content creation is a big part of our web design and overall SEO services. Themes like empathy and emotion have long been important ones for content creation, and they’ve taken on even greater meaning during recent months – with this in mind, here are some basic tips for how to include empathy, emotion and similar themes in content to connect with readers.

empathy emotion website content

Consider Targeted Readers

First and foremost, take some time to consider precisely who you’re targeting and writing for with your content. Do your best to try and understand where their head will be at while they’re reading your content – these are real people, after all, and they have emotions just like the rest of us. The more real you can make this for yourself, the better it will come across to readers.

In addition, you can consider numerous basic pieces of information about targeted readers to help you along this path. Think about age ranges, interests, common occupations, skill levels, and various questions or challenges they may have in their life that relate to your products or services in some way. If you can find ways to answer these questions or fill in gaps for them, you’re on the right track.

Education and Answering Questions

Once you’ve spent some time determining the questions and needs your readers will have, now it’s time to get to work answering these. You’re looking for ways to help them achieve goals or fill needs.

Personality

While doing so, look for ways to personalize and humanize the things you’re writing. Share personal stories or anecdotes that make you relatable to the reader, particularly if you have personal experience with some of their needs. This brings meaning and emotion to what you’re writing, allowing readers to connect with you in special ways.

Content Goals

Finally, for your own good and that of your readers, set goals for pieces of content and content creation periods. Think about where you want to take the audience, for one, but you can also spend time planning out your day of content and performing other basic tasks that will make the process easier for you to approach with empathy and care.

For more on how to infuse empathy and emotion into content creation, or to learn about any of our SEO, PPC or web design services, speak to the staff at Be Locally SEO today.

To get the maximum benefit from your SEO efforts – especially as it concerns content marketing – you have to focus on the needs of your audience.

Digital marketers and SEO specialists spent years (decades, even) focusing their efforts on making Google happy. Today, that focus won’t get you where you want to be. In fact, if you aren’t careful, it could hurt you more than it helps in the search rankings.

As convoluted and meta as it sounds, the way to make Google happy today is to give your audience whatever makes them happy.

Refocusing Your SEO Content Marketing for Your Audience

How Playing to Your Audience Affects SEO

Google’s algorithms are geared toward one singular goal: giving Google users what they want when they want it. The better the results any given search can return, the more likely the user is to keep using Google. And if your results are what makes the searcher happy, Google will reward you accordingly. And, by the way, Bing, Yahoo and every other search engine out there share this goal.

So, how does this affect you and your audience? It’s easier to understand when you look at the process through Google’s eyes.

Somewhere among the billions of internet users who conduct Google searches every day are your prospects and customers, i.e., your audience. Once you figure out who those people are, you have to figure out what they want when they do a search. And then you have to give it to them.

Oprah You Get A Car

 

This creates engagement and, ideally, drives behavior. The audience gets what it went looking for, which makes Google happy. And, hopefully, you get conversions as a result.

How Does Google Know When Your Audience Is Engaged?

Like Big Brother from Orwell’s 1984, Google sees all. By carefully monitoring what the searcher does with their results, Google can tell if that individual found what they came for.

1984 Big Brother

So, for example, imagine that a homeowner in Salt Lake City is having problems with hard water. Maybe she doesn’t know exactly what the solution is but she’s tired of water spots on her faucets and glassware.

If you have a company in her area that installs water filtration systems and softeners, our homeowner is likely a good prospect for you, because you have a solution to her problem. But, to get here there, you have to engage her, educate her, answer her questions and lead her down the path to purchase.

If she searches on a term like “hard water Salt Lake City,” she could find content from your site that explains what hard water is and the problems it causes. If she clicks the link and spends a few minutes reading your blog, Google records her activity. The more time she spends there, the more the algorithms register that you’ve provided something she wants.

Now, if our hard water-plagued homeowner clicks a link on the page to contact you or to peruse additional content, Google gets even happier. The algorithm remembers, makes note of the engagement and, the next time someone does a similar search, guess whose content will gain traction in the search results?

Defining Your Audience for SEO & Content Marketing

You may already have a detailed prospect and customer profiles worked out for your business. If not, however, that’s the first step in boosting your content-related SEO. But don’t stop there.

Once you’ve identified your audience – homeowners in Salt Lake City who have hard water problems, in our example – you must identify the type of information they need. You’ll also need to figure out what terms they’re using to search for this information. This means demographic research, keyword research, and a deep dive into the type of topics and information that your audience is searching for.

Searching

The way you structure your content should also depend on your audience. In our hard water example, the homeowner looking for solutions likely wants simple, straightforward answers. So, rather than get into the science of water softening or the organic chemistry of hard water, you’ll get much further with a basic explanation of the problem and some clear, logical answers about possible solutions.

For most businesses, the most effective approach to content marketing and SEO is to use the services of an expert. At Be Locally SEO, we conduct the necessary research to determine what type of content your audience is looking for. We use best practices of search engine optimization and content creation to get you in front of your prospects, engage your audience and make Google happy all at the same time. And that helps you grow your business and achieve your marketing goals.

Contact us today to learn more about how we can help you get results with content marketing and SEO.

Content amplification is a great way to give your digital marketing efforts a boost and realize a larger, faster return on investment (ROI).

Digital marketing specialists — such as the team at Be Locally SEO — work hard to create fresh, engaging content optimized for organic search results. But most clients won’t see the full effect of these efforts for weeks or months because organic SEO is a long game rather than an overnight sensation.

content-amplification

That said, you don’t have to sit idly by while waiting for your site to get the top of the search engine placement results (SERPs). By implementing some content amplification strategies, you can potentially move the process along at a faster pace.

What Is Content Amplification?

Just like a microphone increases the range and power of your voice, content amplification increases the range and influence of your digital marketing.

The most effective content is created to help you achieve your digital marketing goals. So if your goal is to get more people to click or call to set an appointment, for example, content marketers will have a twofold focus:

1. Attracting well-qualified prospects to your website
2. Driving your site visitors to take the desired action (clicking or calling)

Based on the way organic SEO works, however, it will take time — and ongoing content creation — for Google’s algorithms to start boosting your position in the SERPs. And that means that you will see traffic to your site increase gradually over a period of weeks or months (depending largely on your industry and location).

Content amplification is a highly effective set of techniques that you and your digital marketing guru can use to hurry this process along.

hurry

You can amplify your content in a variety of ways, depending on your goals, using owned, earned and paid channels. Like SEO and the other elements of digital marketing, this isn’t a one-and-done approach. But if you can’t afford to wait around for Google to do its thing, consider giving your content a signal boost.

The most effective content amplification strategies for your company will depend on your goals and objectives, your industry and the competition you’re up against. We also consider the customer’s path to purchase when choosing content amplification platforms, to maximize our effectiveness.

Best of all, if you implement the right mix of amplification strategies, you can improve your organic rankings.

With that in mind, here are five of the go-to content amplification techniques we use here at Be Locally — a nice mix of paid and organic options.

No. 1: PPC Google AdWords Campaigns

Google AdWords is one of the most effective content amplification platforms that we use here at Be Locally SEO.

Paid searches work particularly well when you determine the specific questions your prospects are asking and use your ads to provide actionable answers. This will help ensure that your content is reaching the prospects you need it to.

To get the best ROI for AdWords campaigns, we invest the bulk of our time in doing keyword research. Choosing specific, long-tail key phrases will lower the cost of PPC ads and help your message reach a more qualified audience.

This strategy works especially well when you can leverage local and hyper-local SEO.

build-new-business-newsletter

No. 2: Email Newsletters

Email newsletters are a powerful tool for content amplification as well as nurturing leads and driving traffic to your website.

Businesses often focus their marketing efforts on generating leads but then drop the ball when it’s time to help these prospects down the path to purchase. Carefully crafted email newsletters can improve brand awareness and engage your prospects to interact with your business.

Emailing your prospects is one of the most cost-effective digital marketing platforms we have today. Done correctly, you can successfully amplify your content and enjoy a substantial ROI for your efforts.

email

No. 3: Sponsored Social Media Posts

This is one of the most commonly used content amplification techniques — and one of the most effective.

Sponsored Facebook posts, in particular, offer a highly affordable way to get your message in front of a select audience of qualified prospects. Structured correctly, a sponsored Facebook post can amplify your content exponentially through likes and shares.

The key to a strong ROI with sponsored posts is the precise alignment of message, target audience and engagement. Social media platforms are designed to inspire conversations and interactions. Your audience will know immediately if you’re trying to sell to them. Provide exceptional, engaging content, however, and you’ll trigger these invaluable interactions.

sponsored-facebook

No. 4: Press Releases

It may come as a surprise, but press releases can be a powerful addition to your digital marketing toolkit. You can use press releases for boosting your SEO and building brand awareness, as well as for content amplification.

This approach only works well when you have content that’s newsworthy, however, so craft your content carefully if you plan to use this approach for amplification. New product launches are ideal for this platform, as are seminars and other special events that your company may plan to host.

event

If it’s appropriate, you can target your press releases based on a specific geographic location. This helps reduce the cost and ensures that your message gets in front of the right audience.

No. 5: Leveraging Influencers

We saved the best — and potentially most challenging — content amplification strategy for last.

An influencer is any individual, company, publication, etc., that your prospects pay attention to. On a global scale, companies may pay celebrities (or provide them with free merchandise) to use their products in public or post on social media about it. This influences the celebrity’s followers to try the product themselves.

influencer

On a more practical level, an effective influencer for your business could be a thought leader in your industry or anyone who has established a community of followers that you’d like to reach. In this case, you don’t want to pay the influencer, but you want to earn their attention and endorsement.

For instance, if you own a plant nursery or garden center, you could try reaching out to a locally or regionally known gardening guru — maybe someone who has a TV or radio show or who does appearances at local home and garden shows. Or if you are a home remodeling contractor, look for someone who writes a home renovation column for your local newspaper.

Create content that would specifically appeal to the influencer’s audience and then drop them an email with a brief introduction and a link to your content. It’s important to note that you’re not trying to advertise your business to influencers — or get them to advertise for you. But if what you have to share is truly beneficial in some way to their community, they will definitely amplify your content.

Would you like to learn new ways to get your digital content out to a wider audience? Be Locally SEO helps businesses achieve their growth and marketing goals through digital marketing. Our unique approach to SEO, web design, content creation and PPC campaigns ensures that your message is reaching the right audience. Contact us today to learn more about incorporating content amplification strategies into your digital marketing.

Using animation as a part of your web design can draw more potential customers in and help improve the user experience for your site visitors.

If you aren’t familiar with all the ways that animation can improve your website design, you’re in for a surprise. Animation isn’t just for Saturday morning cartoons. It can provide an impressive boost to your SEO while making your website more approachable and modern.

website-animation

Why Animation Is Effective in Web Design

We know from decades of psychological research that movement attracts attention and enhances perception. This ties back to the earliest days of humanity, when survival depended on detecting and paying attention to movement — because it potentially meant the possibility of a nutritious meal (having one or being one).

Even today, our brains compel us to pay attention to movement. And animation is the only way to introduce this powerful element to your website.

movement

Adding animation as a part of your web design will grab your visitors’ attention. But it can provide many other benefits too. You can use this powerful design element for small animations or large-scale effects that underlie segments of your site.

With today’s technology, animations load quickly and use far fewer resources than video, with none of the headaches that come with the old-school Adobe Flash platform.

Incorporating Animation in Website Design

When we hear the word animation, it may conjure images of Scooby Doo and SpongeBob. But, today, this term encompasses everything from text moving on the screen to long-form how-to videos.

sponge-bob

You can incorporate animation into the website design itself, but you can also use animation elements to demonstrate a specific feature or your products or services. You can use it for hover effects, for radio buttons and switches, and as a fun and creative alternative to basic website menu functions.

hover-animation

You can also add a slideshow to your web design or animate your website homepage. You can take a minimalist approach, or go all out with your homepage animation.

However you choose to use animation, make sure it guides your site visitors, adds value or tells a story. Animating aspects of your website simply for the sake of animating will not resonate with your prospects. Use this tool to build excitement and share information that your site’s visitors will find irresistible.

Should You Use Animation in Your Web Design?

The key to using animation successfully in your web design is incorporating it as part of your overall web design and digital marketing strategy.

Knowing when to use animation — and when not to — can make all the difference between an effective tool for business growth and a flashy, expensive gimmick.

If your website design is static and staid, a little animation will bring life to the user experience. However, if your site is already “busy,” adding animation might serve only to confuse your visitors. Confusion leads to discomfort, and before you blink, your prospects will have moved on to your competitors.

uncomfortable

Be Locally SEO can evaluate your website and determine whether animation could benefit you by extending the time visitors spend on your site, and most important, increasing your conversions. Our experienced team works with businesses in our home state of Utah; however, we provide professional representation to a variety of clients, both large and small.

Contact us today to learn how your business can benefit from some of the most effective web design trends today.

What is it about website design that seems to elude most business owners and marketing managers — and a healthy percentage of web designers?

Website design seems straightforward, at least on the surface. Use good design principles, create an effective user interface, include some clearly written content, build in some SEO and give your site visitors what they came looking for — simple, right?

And yet, week after week, we talk to potential clients who, despite having done all these things, still don’t see the increase in traffic and conversions they expected. So what gives?

website-brochure

Often, once we take a look, we discover that they have designed their site as though it were a brochure. This approach to web design falls short when it comes to driving business and revenue growth.

Website Content that Goes Beyond the Brochure

The problem with brochure-style website writing is that it talks a lot about who you are and what you do, but it does little to address your prospects or clients and their needs. Brochure-style writing puts the onus on the visitor to connect the dots between their problem and the suggestion that your company can solve it.

Your site should be more about emphasizing your services, rather than reciting what you perceive as the benefits of working with your company.

benefits

Think about it this way: if you own a heating and air conditioning company, you might be proud (rightfully so) of how friendly and well-groomed your technicians are, and how good they smell.

But your prospects aren’t searching for “friendly HVAC contractor” or “well-groomed AC repairman.” They’re looking for “emergency AC repair” and “furnace installation West Jordan.”

Yes, you can devote some attention to the benefits of choosing your company, but your prospects want to make that decision for themselves. Testimonials and customer ratings will tell them what your clients think of your business. Prospects will regard that information much more seriously than anything you try to tell them.

As playwright Anton Chekov wrote, “Don’t tell me the moon is shining; show me the glint of light on broken glass.”

moon-shining

Inbound vs. Outbound Marketing

When you orient your website design and content to focus on your company’s perceived benefits, you’re taking the outbound/push marketing approach, rather than the inbound/pull marketing approach.

To better understand this concept, let’s revisit some classic principles of marketing — specifically inbound versus outbound marketing techniques.

Think about some of the classic ways businesses market themselves, such as:

What do all these platforms have in common?

Each of these types of marketing goes out, hoping to find a receptive audience. In a perfect world, they would find their way to some well-qualified prospects, grab their attention and prompt them to do something (call, come to your business, visit your website, etc.).

push-marketing (1)

These are all examples of outbound marketing, also known as push marketing. In other words, you push your message out into the stratosphere and hope it lands somewhere useful. In many ways, social media marketing is a form of outbound marketing.

Let’s consider the counter strategy to outbound marketing, i.e., inbound marketing or pull marketing.

Understanding Inbound or “Pull Marketing”

Except for a few notable examples (e.g., the Yellow Pages), inbound marketing didn’t exist before the advent of the internet.

Once consumers began to use internet search engines to find products and services they needed, businesses got the opportunity to compete for their patronage using inbound marketing strategies.

pull-marketing

Granted, it took a while for savvy marketers to figure out ways to do that, but once the idea caught on, search engine marketing (SEM) and search engine optimization (SEO) was born.

Since that time, internet marketing specialists have sought to identify and perfect ways to draw (or pull) their prospects in.

The Death Spiral of Push Marketing

Today, the internet has rendered many forms of outbound marketing virtually powerless.

We fast forward through TV commercials or stream (ad-free) programming. We listen to music playlists or (ad-free) satellite radio. We put our phone numbers on do not call lists and toss junk mail into the recycle bin the minute it arrives. We block pop-up ads on our web browsers and use a spam filter to keep the junk out of our email inboxes.

spam-filter

So much information comes at us today that we’ve developed these strategies to filter out the spam. And by spam, we mean advertising. And, really, isn’t that what the majority of outbound marketing platforms mean to us in the digital age?

If we need a product or service, we go searching for it on our terms. Who has time to wait for a billboard, a commercial or a mailer to cross our path? Very few of us do, and the number is dwindling rapidly.

The principle behind inbound or pull marketing is to create the perfect bait to lure your prospects in. The way most businesses achieve this objective today is through their websites.

push-pull-marketing

Companies do still spend big bucks on TV and radio spots, magazine ads, etc. But these strategies are used today to generate brand awareness for big companies with generous marketing budgets. For the average small-to-medium-size business, outbound marketing does not produce enough return on investment (ROI) to make it worthwhile.

Is Your Website Pushing or Pulling?

The single biggest inbound marketing asset you have is your business website.

You can supplement this with landing pages and a few other “booster” strategies, but the overarching goal of inbound marketing is to get your prospects on the hook and reel them in. And your website has to make that happen.

In fact, once it’s up and running, it’s out there working for you 24 hours a day, seven days a week.

always

It’s an elegant and effective marketing strategy, and done correctly, it should provide a substantial ROI. If it’s not done correctly, however, your website will languish.

Today, even though the internet has been driving consumer behavior for the better part to two decades, business owners, marketing managers, website designers and, yes, many so-called internet marketing gurus, are out there designing websites like they would design a print brochure.

If you take a brochure writing approach to your site, you will struggle to ever rank well with the search engines. Google’s algorithms focus heavily on engagement, which brochure-style sites lack. Without traction in the organic search results, your reach will be limited.

The few qualified prospects that do find their way to your website will likely move on to the competition once they get a look at a poorly organized website because, today, particularly in the digital realm, push marketing isn’t effective for driving the behaviors of the digital generation.

Site visitors will recognize that you’re trying to advertise to them, which doesn’t fly today. Instead, you need to

Unless you give prospects what they want, they will tune you out and move on.

move-on

Would you like to learn more about how to lure your prospects in with pull marketing? Be Locally SEO provides a comprehensive suite of internet marketing services, including SEO, content marketing and website design. We can perform a comprehensive analysis of your website and digital marketing and recommend strategies to increase your traffic and conversions.

Contact us today to learn more about how we can introduce you to all the secrets of effective website design and internet marketing.

If you’ve been skeptical about business blogging and how effective it can be for propelling your business to the top of Google’s search rankings, we have a story that will make you a believer.

In March of 2014, Oral & Maxillofacial Surgery of Utah selected Be Locally SEO to provide internet marketing services for their three practice locations in the Salt Lake City metro area. Their goal was to grow the practice by increasing their online visibility and Google ranking — a task that posed several significant challenges.

blogging-case-study

Less than four years later, the results Be Locally SEO has achieved have us pinching ourselves to make sure we’re not dreaming. The takeaway from this case study is profound: An aggressive business blogging strategy, when framed within SEO best practices, can be a highly effective way to boost your business to the No. 1 position in Google’s search results.

The Challenges of Ranking on Google in a Crowded Industry

Although some industries lend themselves to quick and easy search engine ranking success, others pose seemingly insurmountable challenges.

Real estate, mortgage lending, information technology, travel and health care are just a few of the industries that challenge even the best SEO specialists. These fields are saturated in every local market and the competition is overwhelming for industry-specific keywords and phrases.

In this case, the northern Utah oral surgery market was packed with competitors, many of whom had been investing substantially in digital marketing for more than a decade.

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The second challenge we encountered in working with Oral & Maxillofacial Surgery of Utah was how to engage site visitors once we got them to the website.

Attention spans grow ever-shorter and site visitors move on to the next competitor within seconds if a web page loads too slowly, if searchers can’t immediately find what they want or if the content fails to engage them.

With these challenges in mind, the Be Locally SEO team set about the daunting task of designing a comprehensive internet marketing strategy that would maximize this client’s budget while helping them achieve their goal of growing their practice in the local market.

A Comprehensive SEO Strategy Based Around Business Blogging

Be Locally SEO set forth three primary objectives that would assist Oral & Maxillofacial Surgery of Utah in achieving their goals and used them as the basis for the client’s SEO strategy.

Those objectives were to increase:

From the beginning, Be Locally SEO and the client understood that achieving these goals would require a “long-game” approach because, in a highly competitive industry, an intensive, sustained effort is necessary for improving search engine results.

The cornerstone of the SEO strategy for this client was content creation, specifically in the form of on-site business blogging.

Be Locally SEO performed extensive keyword research and analysis, to identify niche keywords and phrases, including long-tail and local key phrases, that would provide the best opportunity for improving search rankings. Using these targeted keywords, we began creating fresh and engaging content for the practice’s blog.

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We also set out to improve the client’s website, specifically conversions. To accomplish this goal, our team added more prominent call-to-action elements and used the business blogging content to help drive site visitors toward calling or completing a contact form.

The Importance of Monitoring and Updating SEO & Business Blogging Strategies

As we love to say, SEO is not a “set it and forget it” endeavor. This was especially true for the Oral & Maxillofacial Surgery of Utah internet marketing effort.

The Be Locally SEO team regularly revisited the targeted keywords and phrases that guided this client’s content creation and blogging, tweaking and revising our efforts based on what was working well — and what wasn’t working as well.

In addition to general keyword identification tailored to the client’s niche service offerings, we leveraged Google’s local search platform to improve exposure in their target geographical market.

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Based on our research, we continued to add new content to the site, with an average of two blog posts per week based the most current keyword and geo targets.

Business Blogging & SEO Best Practices Produced Astounding Results

To achieve the client’s goals, Be Locally SEO recognized the need for consistently building momentum over time, increasing traction with business blogging and SEO strategies designed to be sustainable.

Be Locally SEO worked closely with the client to establish the right voice and authority for content creation, focusing on core services provided by the practice. Professionally written content targeted the primary concerns of qualified prospects (patients), with the intent of providing information to engage site visitors and compelling them to take the desired actions of click-to-call or complete a contact form.

After the first six months, the Oral & Maxillofacial Surgery of Utah website saw an increase in visibility and began attracting and engaging more unique visitors and improving page rankings for targeted search terms. The traffic climbed steadily until January of 2017, when it began a sharp increase.

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In fact, website traffic grew from a respectable 4000 monthly pageviews in January of 2017 to a mind-boggling 40,000 in January of 2018.

Readers came from all over the globe. In fact, the state with the greatest number of readers was not Utah, it was California. But this is not a problem. Having content with a broad appeal is helpful. Although most of these readers will never become customers, they are helping build the strength of the website by taking the time to read.

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Today, based on a strong foundation of SEO principles and an ongoing, aggressive content creation effort, multiple pages now rank highly for high-volume, competitive keywords, including the coveted “Oral Surgeon South Jordan.”

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The most important aspect of these results is that Be Locally SEO’s work actually allowed this client to rank on this and other important keywords with business blogging. In fact, three blog posts rank higher than the site’s home page, with the top post having attracted more than 20,0000 unique page views. Time-on-page stats are equally mind-blowing, with visitors averaging between four and six minutes.

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The client’s website has a marked increase in the search engine share of referring visits, with a consistently increasing percentage of visitors reaching the site through local and hyper-local searches.

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In the 12 months from January, 2017 to January, 2018, the client’s site saw

The Bottom Line About Business Blogging from Be Locally SEO

As you can see from the Oral & Maxillofacial Surgery of Utah example, business blogging is a highly effective means for accomplishing a variety of goals — even in a saturated or highly competitive market.

The Be Locally SEO team can put similar strategies to work help you achieve your business goals too. Contact us today to learn how we can help you:

As an industry leader in SEO, website design and development, content marketing and social marketing, Be Locally SEO focuses on exceeding our clients’ goals and expectations. Let us show you how we can achieve seemingly impossible results for you with business blogging and other online marketing strategies.

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