It’s time to set our sights on our digital marketing goals for 2024. For small business owners, this means looking back on what worked and what didn’t when it came to strategy last year. There is always something to learn about digital marketing. This year, the team at Fisher Green Creative is bringing readers a series of blog posts exploring key strategies that can help small businesses thrive. So, without further adieu, let’s kick off the new year by diving into two of the most effective ways to reach and engage with your target audience: search engine optimization (SEO) and content marketing.
What is Search Engine Optimization?
Search Engine Optimization, or SEO, is an essential aspect of digital marketing. SEO refers to the process of optimizing a website’s content and structure to rank higher in search engine results pages (SERPs). The higher a website ranks, the more likely it is to receive organic traffic, which can lead to more leads and sales. This is important because most people who use search engines don’t typically look beyond the first few results on the first page. Therefore, if a website is not ranking high enough, it will likely miss out on potential traffic and business opportunities.
Effective SEO involves a combination of on-page and off-page optimization techniques. On-page optimization includes optimizing the website’s content, HTML structure, and user experience. Off-page optimization refers to activities such as link-building and social media marketing. SEO isn’t a set-it-and-forget-it type of task but instead an ongoing process. Search engine algorithms and user behavior are constantly evolving, so a website’s SEO strategy must adapt accordingly.
What is Content Marketing?
Content marketing, on the other hand, is the practice of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable customer action. While SEO and content marketing are different disciplines, they are closely related. Content marketing supports successful SEO when your content is high-quality, relevant, and provides value to your audience. When you create what your target audience is searching for by answering their questions and addressing their pain points, you can attract more traffic to your website and increase the chances of ranking higher in SERPs.
People like to join the gym in January. A solid example of a successful SEO and content marketing strategy for a fitness coach could be to create blog posts that answer common questions for that industry, such as “The benefits of strength training” or “How yoga and meditation lowers stress levels.” By creating timely content that provides value to their target audience, the coach can build credibility and improve their search engine rankings, making it easier for potential clients to find them online.
Putting it into Practice: Pillar Pages
Another successful strategy is to create long-form content that covers a particular topic in-depth. This type of content is known as a pillar page or cornerstone content. Pillar pages are typically longer than your average blog post and are designed to be a one-stop shop for anyone looking to learn about a particular subject. They often include links to other related content on your website, making it easy for readers to dive deeper into the topic if they like.
For example, a fitness coach could create a pillar page on “The Ultimate Guide to Health in 2024.” This page would cover everything from nutrition and exercise to mental health and sleep. They could also create videos demonstrating various exercises or offering motivational tips. By creating this comprehensive resource, the fitness coach positions themselves as an authority on the subject and has valuable content they can continually promote and update. Down the road, the pillar page can be repurposed into other forms of content, such as ebooks or webinars, which can be used for lead generation and promotion.
Visitors to a pillar page are likely to spend more time on the website, which increases the chances of picking up a new client or customer. They’re great for SEO because they include a lot of information and target many different keywords related to a topic. This helps search engines understand a website’s expertise and rank it higher in search results because it’s seen as a valuable resource.
As we set our sights on our digital marketing goals for 2024, it’s essential to remember the importance of search engine optimization and content marketing. By implementing effective strategies, small business owners can increase their website’s visibility and attract more organic traffic. Creating long-form content like pillar pages can establish businesses as authorities in their field and attract potential clients or customers.
Stay tuned for more blog posts with insightful and practical strategies your business can implement to achieve this year’s digital marketing goals. Need a hand with search engine optimization and content marketing? Contact us today to learn how Fisher Green Creative can help grow your small business.
Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses. Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants. Connect with Jenny on LinkedIn or email.