How to get more web traffic and leads. (Small-biz guide)

To be digitally invisible is to be invisible. This article will help you beat that problem.
As small business owners, our days often feel like a relentless tug-of-war, being pulled in countless directions. Amidst the many challenges, a persistent concern is marketing and, more specifically, the quest to be discovered online. After all, the dream is a consistent, automated influx of inquiries – potential customers actively seeking us out. But what if our business isn’t even on the radar of search engines?

The very tool most turn to, Google, can feel like an enigma, and our attempts to decode it are frequently met with overwhelming jargon and technicalities. It seems almost designed to deter us, laymen. Should we resign to our digital invisibility? Or could there be a straightforward, tangible approach to not only appear in search results but also drive meaningful traffic to our website?

This is not going to be another one of those technical articles
Every small business owner has come across articles and advice about the wonders of SEO. Technical terms like "meta tags," "backlinks," and "algorithm updates" often dominate the conversation. And while these elements have their place, they can be daunting and often seem irrelevant to a small business owner just trying to connect with their audience.

This approach to SEO shifts the focus from algorithms and robots to real people: your customers. Especially for small businesses that might not have the resources or expertise to dive deep into technical SEO, this approach is both realistic and effective. After all, Google's primary goal is to deliver valuable content to its users.

Let’s delve in.

Before you write a word of content, it's essential to understand why someone might be searching. Are they looking for an answer to a question? A solution to a problem? Or maybe they’re just exploring?

Tip: Think about the questions your customers often ask you. These are gold mines for content ideas. If one person asks, countless others are probably searching for the same answer.
Tip 2: Involve your sales team in content ideas. Whoever sells understands the questions and objections faced by people before they buy. Those are the topics you should use for human-optimised content.

Here's where the 'They Ask, You Answer' philosophy shines. Create articles, blog posts, and guides that directly address common queries and challenges your audience faces. The more helpful and relevant your content, the more valuable it is – both to your readers and to search engines.

Tip 1: Don’t strive for perfection at first. Start by answering questions and refining your content over time.
Tip 2: Don’t pitch. If you can describe a problem and talk about it honestly and informatively, it is assumed that you offer the solution - so don't turn informative content into a sleazy sales pitch (In this case, the slightest hint of pitch = a big splash of sleaze).

Text is essential, but visuals can elevate your content to a whole new level. Infographics, relevant images, or even simple DIY videos can make your content more engaging and shareable.

Tip 1: Tools like Canva can be game-changers. With simple drag-and-drop features, even those without a design bone in their body can create eye-catching visuals.
Tip 2: Don't do graphic design? No problem! Take a pic or video with your mobile phone of your product, process, and how you work. Think before and after.  This applies to work and customer stories - any transformation that involves your product. Let pictures and videos tell the story.

Your amazing content won’t do much if no one sees it. Share your articles on your business's social media profiles. Engage with comments, answer follow-up questions, and encourage shares.

Tip: Timing is key. Share content when your audience is most active. For many businesses, this might be during lunch hours or evenings.

In the digital world, consistency is just as crucial as quality. While creating that one stellar article or guide is fantastic, it’s the regular rhythm of content publication that keeps your audience engaged and search engines attentive. Think of it as continuously reminding both your audience and search engines, "Hey, we're here, and we've got fresh insights!"

Tip: Aim to produce new content 2-3 times a week. It doesn’t always have to be lengthy articles. It could be a mix of blog posts, quick tips, infographics, or even customer stories. What's important is that you're consistently providing value and staying on the radar.

Think of your content as a member of your sales team. It can educate potential clients, address objections, and nurture leads. When crafted thoughtfully, it can even do some heavy lifting, moving potential customers further down the sales funnel.

Tip 1: Keep track of which content pieces resonate most with your audience. These can give insights into what your potential customers value the most.
Tip 2: Don't confuse sales tools with sales pitch. Content that authentically (without bias) educates a customer to the point of helping them take the next step in their buyer's journey is the type of content you use as a sales tool.

Taking the plunge into content marketing and SEO can be daunting, but it becomes manageable with a plan. Here's a step-by-step guide to get you started:

1. Gather Your Team: Whether it’s your core team, a group of passionate employees, or even if it’s just a couple of you wearing multiple hats, get everyone together for a brainstorming session.

2. List Commonly Asked Questions: Think about the questions your clients or customers often ask you. Aim to come up with a list of at least 10. This will serve as the foundation for your content pieces.

3. Divide and Conquer: Assign the task of answering each question to different team members based on their expertise or familiarity with the topic. Remember, the aim is to provide genuine, helpful answers – not to write a novel. Keep it concise and informative.

4. Add Visuals: Task someone (or a few folks) with capturing relevant photos or creating simple infographics. Visuals make your content more engaging. You don't need a professional camera – most smartphones today have decent cameras. Or use tools like Canva for creating simple graphics.

5. Set a Publishing Schedule: Based on your capacity, decide on a frequency that's achievable, like once or twice a week. Use free tools like Trello or even a shared Google Calendar to plan and track content creation and publication.

6. Break blog articles into smaller social pieces: Now that you have a ton of blog articles ready for publishing. Break them into smaller digestible pieces for social content. Share them regularly and consistently on social media. Don't forget to add a link to the blog article - to send traffic to your website.

By breaking down the tasks and working collaboratively, you'll find the process not just manageable but also enjoyable. Remember, the goal is consistent, valuable content that answers real questions from your audience.

Navigating the online world as a small business owner can feel like a daunting journey through a dense forest, with the hope of finding a clearing where your business shines brightly. While there are many technical paths, the heart of gaining visibility is rooted in understanding and consistently catering to your audience's needs.
Prioritize human-centric content, maintain a steady rhythm of sharing insights, and remember that, at its core, SEO is about serving real people. You don't have to be an expert in every technical nuance; instead, focus on consistently providing genuine value. In doing so, you're enriching your audience's experience and naturally improving your online presence. It's a genuine win-win, leading to that dream of a steady stream of inquiries.

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Hi, I'm Jonathan, founder of Competitive Plays
I help analyse how customers find you and buy from you.
Then, we deploy strategies to optimise your success at each node on your buyer's journey.
Ultimately, they find you, and they reach out to you.
One of those strategies is your content marketing strategy, and I help businesses that want to take this in-house. 
If that's worth a chat, book a FREE 50-minute consultation with me.
Find out more at https://competitiveplays.com