Small business to small business, can we share some cold, hard truth with you? If your website doesn’t appear on the first page of Google, you’re missing out on business!
97% of people use Google to find local products, services, and businesses. As a result, SEO (which stands for “search engine optimization” and is simply the process of getting your website to the first page of Google for queries related to your products or services) is the key to getting your information in front of potential customers who are ACTIVELY looking to invest in what you sell.
Now, there are a lot of moving parts to implementing a successful SEO strategy—many of which we’ve discussed in past episodes of Priority Pursuit. But, in this episode, we’re breaking down three blog topics you can use to improve your local SEO.
Is blogging dead, & how does blogging help your SEO?
In a world full of Instagram reels, YouTube videos, podcasts, and seemingly endless other forms of content, is blogging dead?
Absolutely not, especially for small businesses.
According to HubSpot, “Blogs continue to be extremely valuable for lead generation, brand awareness, and SEO. And, they’re still popular among consumers.” In fact, a 2023 HubSpot study found that “60% of people read a blog at least once a week.”
So, no. Blogging isn’t dead. And, blogging continues to be one of the most effective and easiest ways to improve your SEO.
Now, it’s important to understand that Google’s goal is to serve its users well by helping them find content related to their queries as quickly as possible. As a result, when your website regularly features new, helpful blog posts, Google is more likely to rank both your website and blog posts well, because you’re helping Google achieve its goal of better serving its users by providing valuable content.
And, assuming your website has a clear message and serves your ideal client well, having your website appear on the first page of Google can dramatically increase sales for your small business.
What is “local SEO” & why does it matter?
As a reminder, SEO is the process of getting your website and content to the first page of Google. However, there are two kinds of SEO:
- Local SEO
- Global SEO
Local SEO focuses on optimizing a website to improve its visibility in local search results. If you own a small business and serve a specific area (as opposed to an online business that serves nation or worldwide), local SEO is particularly valuable for you, because it more or less exists to help users find local businesses that offer what they’re looking for.
Alternatively, global SEO is used to optimize websites and content for—you guessed it—the whole world. Global SEO is used for websites and content that are not location specific.
For small businesses, both local and global SEO have their place. However, if you own a local business, it’s important to make local SEO part of your marketing strategy because your ideal client is likely local to you.
Think about it. When your ideal clients are looking for your products or services, they’re likely searching by location (e.g. Indianapolis wedding photographers). And, when they find your website on the first page of Google, they’ll be much more likely to do business with you.
Three Blog Topics to Improve Your Local SEO
Now, there are several things you can do to improve your local SEO. However, in this episode, we want to discuss three blog topics you can use to improve your local SEO.
Want to improve your SEO even more? Tune into “Episode 049: How to Improve Your Local Ranking on Google”!
Now, these suggestions aren’t to say that you should stop producing non-location-specific blog posts. As we mentioned before, global SEO should also be part of your marketing strategy. However, regularly blogging about topics that are relevant to your service area will almost certainly benefit your local search rankings.
1. Share your work.
First, if you aren’t currently blogging your work, you likely should be. When you write about your products or services and optimize your content with location-specific keywords (assuming the keywords are actually relevant to the post), you:
- Help Google further associate you with your location and see your business as an authority in your area.
- Give potential customers an opportunity to find your blog posts.
For example, as a wedding photographer, Treefrog Chief Evangelist Victoria Rayburn shares photos from the weddings she shoots in blog posts and optimizes those blog posts for the venue where the wedding was photographed. (Victoria also owns Victoria Rayburn Photography.) This not only helps Google further associate Victoria Rayburn Photography with its service area, but it also helps other engaged couples find Victoria’s website.
Every small business’s buyer’s journey is going to look different, but in the wedding industry, couples typically book their wedding venue first. As they explore venue options, they tend to do a lot of Googling to both research and look at photos of potential wedding venues. Because Victoria optimizes her blog posts for keywords related to venues, couples are very likely to come across Victoria’s blog posts and photos during their search process and then check out the rest of her website.
Again, depending on what your small business offers, your buyer’s journey might look drastically different. However, whether you own a landscaping company, bakery, or any other kind of small, local business, regularly showcasing and blogging about your work and optimizing these posts for local search will help establish your business as a local authority. And, this will very likely improve your website’s visibility in local search results, drive more traffic to your website, and attract new customers so that your small business can grow.
When you blog your work, what do you write about?
While blogging your work can have big benefits for your SEO, writer’s block is real. However, when you have a template to work from, blogging your work is much easier.
If you’d like help creating a template for blogging your work, tune in to “Episode 066: What to Write About When Blogging Your Work”!
Do you have to blog all of your work?
When we discuss the importance of blogging your work, a common question that small business owners ask is, “Do I have to blog all of my work?”
And, the answer is “no” UNLESS blogging is part of your typical client experience.
Blogging can be a great, free customer service tactic. For example, if you’re a wedding photographer, blogging your clients’ weddings is a little thing you can do to make them feel special, showcase your work, and drive traffic to your website.
If your clients are expecting a blog post, you need to create a blog. Otherwise, they’ll be left wondering why their wedding, project, or whatever wasn’t worth blogging about—resulting in a less than stellar customer experience.
That said, if blogging isn’t part of your customer experience, you don’t have to blog everything. Instead, we would recommend blogging work that:
- Shows how you can solve your ideal client’s problem.
- You’d love to do again. (Remember, what you show is what you’ll sell.)
- Shows you are an expert at what you do.
2. Answer your ideal client’s location-specific questions.
In addition to blogging your work, you can also improve your SEO by blogging about location-specific topics.
Outside of trying to find a nearby product or service to solve their problem, your ideal client is also likely Googling other questions related to or adjacent to your service and location. As a result, if you write blog posts that answer your potential clients’ questions:
- Your ideal clients will likely find your content when they Google their questions, which will then encourage them to check out the rest of your website.
- Your website as a whole will likely rank better because your location-specific content will help Google further associate you with and see you as an authority figure in the area you serve.
For example, if you’re a wedding photographer, a few location-specific things you could blog about include:
- Best Places to Take Engagement Photos in [INSERT CITY]
- [INSERT ADJECTIVE] Wedding Venues in [INSERT CITY]
- Where to Take Your Wedding Photos in [INSERT CITY]
If you own a landscaping business, you might blog about:
- Native Plants to Include in Your [INSERT CITY] Landscape Design
- How to Care for Your Lawn in [INSERT CITY]
- Seasonal Landscaping Tips for [INSERT CITY] Homeowners
Deciding which location-specific topics to blog about will require some brainstorming, but as you ponder this, simply ask yourself, “What would my ideal client like to know more about?” and, “What is my ideal client likely Googling?” Whatever the answer, chances are, it will serve your best customers well and improve your SEO.
3. Blog about local events, organizations, or other small businesses.
Blogging about local events, organizations, or even other small businesses can also help improve your local SEO and show that you’re an active member of the community you serve. By sharing this kind of content, you’ll demonstrate that you’re invested in the area and help further establish your business as a local leader.
For example, if you’re a wedding photographer, you might blog about:
- The Best Bridal Shows in [INSERT CITY] - This would allow you to highlight your favorite bridal shows and mention the fact that you’ll be there.
- The Best Wedding Vendors in [INSERT CITY] - This would allow you to highlight some of your favorite local wedding vendors or small businesses.
- The Best Date Night Spots in [INSERT CITY] - You could use this blog to serve couples well and encourage them to make reservations after their engagement photos.
If you’re a landscaper, you might blog about:
- The Best Plant Nurseries in [INSERT CITY] - This would allow you to highlight local nurseries that you recommend and would like to further build a relationship with.
- The Best Places to Buy Outdoor Furniture in [INSERT CITY] - This would help you highlight outdoor furniture stores that you recommend and would like to further build a relationship with.
- How to Create a Beautiful Outdoor Space While Supporting [INSERT CITY] Local Businesses - This would serve your customers well and be a great service to your local industry.
This topic suggestion will likely take some thought and research. However, blogging about local events, organizations, and other small businesses is a great way to improve your local SEO, serve your customers, and build relationships with other small businesses.
Make blogging part of your small business’s marketing strategy!
If you want to connect with potential customers, establish yourself as an authority in your industry and area, and improve your local SEO:
- Use these blog topics to improve your local SEO.
- Make blogging regularly (once a month at the minimum) part of your marketing strategy.
In all honesty, so much of SEO success is a result of providing more helpful content more regularly than your competitors. Whether you want to tackle blogging yourself or outsource this content development, know that blogging and SEO can do big things for your small business.
Links & Resources Mentioned in This Episode
- ”The Five Most Effective Ways to Improve Your SEO as a Photographer” Guide
- “Episode 049: How to Improve Your Local Ranking on Google”
- “Episode 009: How to Identify & Use Strategic Keywords to Improve Your SEO”
- “Episode 055: How to Identify Keywords for SEO that Will Help You Book More Clients as a Photographer”
- Receive 50% Off Your First Order from Photographer’s Edit
- Learn More About Treefrog’s Small Business Marketing Resources & Services
- Join the Priority Pursuit Facebook Community
- Follow or DM Treefrog Marketing on Instagram
- Follow or DM Kelly Rice on Instagram
- Follow or DM Victoria Rayburn on Instagram
The Priority Pursuit Podcast is a podcast dedicated to helping small business owners define, maintain, and pursue both their personal and business priorities so they can build lives and businesses they love.
If you’re a small business owner wanting weekly content about relationships, proven marketing strategies, setting boundaries, delegating, creating an incredible client experience, and keeping your priorities at the core over everything you do, subscribe to Priority Pursuit on Spotify, Apple Podcasts, or wherever you listen to podcasts. To ask questions, share your wins, and connect with other priority-driven small business owners, join The Priority Pursuit Podcast Community on Facebook.
For more information about Treefrog Marketing and even more small business marketing resources, please visit our website. You can also connect with us on Instagram, Facebook, Twitter, LinkedIn, and Pinterest.
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