The unpleasant aspect of online trade is that all companies compete equally regardless of size. Regarding who remains at the top of the game, there are no exceptions or favoritism.

You must do the work or sink to the lowest page rankings.

As an owner of a small business, you must take all necessary steps to ensure that your enterprise succeeds. Limited resources for marketing, hiring specialists, or business expansion may be a drawback, but there are other, more effective ways to achieve the same results. Your solution is SEO for small businesses.

If you use the appropriate tools in the proper situations, your company will grow without costing an arm and a leg.

Here, we will discuss content structure SEO tactics you can apply to your small business.

Content structure

Google’s ranking algorithm uses content structure to determine where to place a company’s website and individual pages. Since one of Google’s new primary objectives as of 2021 is to improve the user experience, the company will only select the content that follows a logical progression.

Your company’s website’s first page needs to be appealing to the eye and simple to browse from the beginning of the user experience. When visitors arrive at your homepage, they should be able to locate links that lead them to information about your brand that is relevant to their needs. It would be best to ensure that things like what you do, who you are, and the services or products you sell are easily identifiable.

Make sure that each article has a meta title and a meta description, that the material is easy to read, and that it relates to the person reading it. It ought to instruct, inspire, or educate those who read it.

Core Elements for Content Structure

Here are the main elements that will help you come up with a proper constant framework for your small business:

• Keyword research.
• Site structure.
• Copywriting.

Now let’s comb through each of these elements:

Keyword research

Keyword research helps you find the words, phrases, and expressions most leads use to find companies in your sector. A comprehensive keyword report contains the keywords and the frequency used by the competing sites in each industry.

Types

Two types of keywords are short-tail and long-tail keywords. These two are determined by the number of words in the phrase. Short-tail typically has one or two words, while long-tail has three or more words. Long-tails are very specific, leading to more conversion. However, they get less search traffic.

Importance

Keyword research is vital because it helps you stay relevant to what your customers want. Some businesses fail at this since they are stuck using words and phrases they think clients use, which is not the case. With proper keyword research, you get the terms that will help your site rank at the very top.

Search and keyword intent

When handing keyword research, you need to have your intentions clearly stated. Search or keyword intent is basically what action the keyword is supposed to help the customer achieve. Is it to buy or pay for a service? Or is it to help them navigate an activity?

The four types of search and keyword intent are:

• Transactional intent is used when a customer is to purchase a service or product.
• Navigational intent is used to direct a customer toward your website.
• Commercial intent is used for research purposes where clients actively search online for a future buy.
• Informational intent is mainly to help customers find answers to questions they may have.

Please note that keyword research is a continuous process. It happens over and over on a needed basis to help you get keywords that clients are using at a particular time.

Site structure

The site structure is simply the layout and design of your website. Customers who define your website as user-friendly indicate that discovering products and services and navigating the site is straightforward. But if it is not user-friendly, it is a pretty unpleasant experience prompting customers to seek alternative and better sites.

Importance

First, a good site structure helps Google rate you as a reliable and trustworthy brand. With a good site structure, Google can comprehend details about your company, thus, placing you in a category you belong to. Google ranks you higher if they find your content organized and relevant. Using authoritative on-site and off-page links can help with good site structure.

The second importance is that it helps your content complement each other rather than compete. You will inevitably have similar content on your page. And a good site structure will help Google see that.

Lastly, a great site structure enhances the customer experience. And Since search engines’ main job is to rank sites that offer that, your small business site will get priority.

How to improve site structure

Here are some of the pointers that you may use to improve your site structure:

• Decide on the most important articles that you want to rank highest.
• Link all the other pieces to the important articles you have.
• Utilize tags in your articles.
• Constantly refresh your content.
• Do not duplicate content.

Copywriting

Copywriting requires developing new and intriguing material that is easy to read and valuable to the reader. When you apply unique and informative copywriting techniques, your viewers will stay loyal as your web pages deliver value.

Here are some of the things you may do to ensure that your copywriting stays optimized:

• Always curate original pieces.
• Curate content specific to your target audience.
• Curate highly readable content that Google and users will understand; short sentences and clear paragraphs going straight to the point.
• Optimize your content with proper keyword placement and frequency.

Bottom line

As you may have read somewhere before, content is king. This implies that you might as well not do anything if you don’t have any material that customers might find helpful. In a nutshell, your material needs to motivate, educate, or entertain. And if it doesn’t do one of them, you might be off-target.

Fortunately, our professionals at Restart Marketing LLC might be able to assist you with content SEO and content marketing. We will work with you to transform the material on your website from uninteresting to something that keeps visitors coming back for more.