I’m Lydia Hernandez copywriter at CopyLatte, and I write blog posts designed to generate leads and high rankings on local Google searches.
You probably already know that ranking high on Google searches (top result optimum, above the fold minimum) results in more click-throughs, but that’s just one part of the story.
The other part is what happens after a client finds your site and clicks through.
According to a 2014 study by Engine Land, 78% of local searches resulted in off-line purchases. Wow! That’s a big deal –especially for businesses that rely on local customers.
Another recent study conducted in 2016, this one by Demand Gen Report, showed that consumers will read 3-5 pieces of content before calling a sales rep.
What does all this mean?
It means that ranking high on Google and offering content keeps your customers on your site is a powerful and practical way to get more sales.
Here’s Google response to a small business owner looking to rank higher on local searches:
- Relevance: Refers to how well a local listing matches what someone is searching for. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches.
- Prominence: Also based on information that Google has about a business from across the web (like links, articles, and directories)…Your position in web results is also a factor, so SEO best practices also apply to local search optimization.
Although the ever-changing, secret Google algorithm is a mystery to even the biggest online marketers, there are two things we do know about how to rank higher on Google searches:
Google likes relevant content because your potential clients are searching for relevant answers.
Relevant content keeps potential clients on your site longer, making it more likely that they will request a service call.
This is exactly what blogging is: relevant content that drives a prospective client to take action.
Let’s look at this real life example:
Servpro is a nationwide franchise company that specializes in residential and commercial fire and water cleanup and restoration.
Although the franchise website is the same with every locally owned Servpro, each owner has the opportunity to concentrate their online marketing efforts specifically to their prospective customers through blogging. This is why Servpro corporate built in the blogging feature on their franchise websites.
It may not happen overnight, but consistent blogging with great content gets noticed. I know this first hand as my writing helped this Houston-based Servpro rank number one on local Google searches for Missouri City mold remediation. My writing also helped this Batavia Servpro rank number one, after advertisers who paid a lot more, for water damage.
The Bottom Line:
Your blog is a powerful marketing tool. If you’re not using it right, you’re missing out on potential sales.
Right about now, you might be asking, “Can’t I just pay for an ad to rank high on Google?’ You’re right! That’s a great option and if you’re marketing budget allows for both ads and professional blogging, I recommend you do both.
However, if you must choose between paid ads and blogging, you’ll get more for your money with blogging. Here’s why:
With ads, you pay per impression or click-through. Once you’ve reached the maximum that your budget allows for, the ad disappears and so do the click-throughs. With blogging, however, the content is posted once and it continues to be listed in search engines forever!
In fact, there are blog posts that end up ranking higher as time passes, resulting in more traffic for your site. (HubSpot, 2016). (I’ve personally benefitted from content compounding. I have long, forgotten blog posts that I wrote 8 years ago with affiliate links that still result in sales!)
I could go one and on about how important blogging is for your business. After all, it’s what I do and I love it, but I also want to touch on one more thing.
Great blogging takes work. Lot’s of work.
And when you’re managing a team, servicing clients, and running the day-to-day of your business, regularly blogging great content as part of your marketing strategy is difficult. And that’s what I can do for you.
I create blog posts that are relevant to your business in the areas you serve –helping you to reach the customers that are searching for you!