Two Hands on Ways to Improve Your Small Business Site Content
Written by: Jeremy Rivera
As a Tennessee entrepreneur and SEO expert, I recently had an enlightening conversation with Mark Williams-Cook, director of Candour SEO agency and creator of Also Asked, a search intent research tool.
While our discussion covered advanced technical concepts, I wanted to distill three key actionable insights that small business owners in Jackson, TN and the surrounding areas can implement today to improve their online presence.
(Listen to the whole episode here)
Start with Video Content, Then Work Backwards
Let's talk about the elephant in the room: your website content is gathering digital dust.
You know you should be posting.
Your competitors are posting.
But staring at that blank document is about as fun as watching paint dry in slow motion.
Here's the plot twist Mark Williams-Cook dropped: forget the keyboard, grab your phone instead.
Modern AI tools can take your brilliant ramblings and transform them into website gold faster than you can say "search engine optimization."
Think about it - you already explain your business dozens of times a week. Now you just need to hit record while doing it.
Simple as that.
No more writer's block. No more procrastination. Just you, being you, while robots do the heavy lifting of turning your words into articles.
For local business owners, this means you can simply record yourself talking about your expertise, products, or services. Like if you’re selling board game tables, like Bandpass Design, then break out the Catan, and record your product at work…or play!
If you’re a craftsman, then you’d be surprised how much engagement a reel can get of you making a whiskey and cigar tray for example. There’s artistry in the process of creation, so you can capture that while also talking through the process and using that as valuable fodder for your blog!
Understand Different Customer Knowledge Levels
Here's how Google sees your car shoppers' knowledge levels:
Novice: "Red car under $20k near me"
Focused on basics: color, price, location
Needs educational content about car buying process
Values simple explanations of features
Intermediate: "2024 Honda Civic MPG vs Toyota Corolla"
Compares specific models
Understands basic maintenance
Researches practical specs
Expert: "Civic Type R torque curve comparison"
Dives into technical details
Knows industry terminology
Seeks performance data
Google's patents show they adapt search results for each level. Smart dealers create content hitting all three - from "What's a good first car?" to detailed powertrain specifications. One website, multiple entry points.
Just as a Queens car dealership needs to speak differently to first-time car buyers versus automotive enthusiasts, your business needs to create content for different levels of customer expertise.
This approach isn't just thorough - it matches how Google actually delivers search results to different users. Better targeting equals better conversions.
Moving Forward As An SMB
The digital landscape is constantly evolving, but these fundamentals remain crucial for small business success online. At theCO, we’re committed to helping local businesses thrive in the digital age. We help you start your online journey if you’re looking to improve your existing digital presence. Implementing these strategies can help you connect with more customers online.
Remember, you don’t need to implement everything at once. Start with one approach – perhaps recording a simple video about your most frequently asked customer questions – and build from there. The key is to begin creating content that genuinely helps your potential customers while showcasing your expertise.
If you’re interested in learning more about implementing these strategies for your business, theCO regularly hosts workshops and one-on-one sessions to help local businesses succeed online.