Overview
Page rankings aren’t done by matching search terms with page words anymore. Now, search engines analyze the context and relationships between ideas to determine the best page answer. This change affects small businesses in a big way. Pages built around keywords now struggle to rank. However, pages that clearly and naturally describe their services tend to do better. When small business owners understand how search engines work, they gain the ability to write content useful to both.
Consider User Intent Beyond the Keywords
When people search for “affordable plumber near me,” they don’t just want a plumber. They want to know who has affordable rates, is in their area, and gets the best reviews. Writing content that incorporates the needs and requests of the searchers, rather than just the keywords, will help rank high in search results. The best way to meet and clear the barriers of user intent is to be proactive about and address the problems the user has.
Build Content Around Topics
Instead of having a bunch of separate, small content pages, have one large, detailed content page for grouped keywords. Related ideas for a business, such as what a bakery bakes (cake flavors), how they get it to you (delivery options), and how to have a custom order made (custom orders), belong on the same page, even if there are multiple ideas. The layout will be visually appealing to readers and help search engines paint a better picture of a business’ expertise.
Using Structured Data Helps Search Engines Understand Your Business
The use of Schema Markup allows you to detail and expand on the textual elements of your website. By marking up your business hours and services, reviews, and location, search engines are able to connect query responses to your content with improved precision. Many small business owners do not use Schema Markup because it sounds very technical. The truth is that even a basic Schema implementation can positively impact your page.
Answer Actual Customer Questions
Answering the questions that your customers have, whether they be from calls, emails, or face to face, usually provides content that is missing from your site. Constructing short answers for your website to these questions will create content that resembles conversations. The question-and-answer content style is most often interpreted the same way by modern search engines.
Maintain Content Integrity
If there are inconsistencies on your website, such as different descriptions of the same service, they will confuse both site visitors and search engines. Inconsistencies will negatively impact the trustworthiness of your business. There can be no contradictions throughout your website.
Search Engine Optimization Still Matters Locally
Your business will always need accurate information, good reviews, and content pertaining to your business’s location. Without these things, none of the advanced techniques that improve your business’s standing will be of any use.
Conclusion
Small business owners don’t need to undertake an advanced technical project to take advantage of the recent updates of search engines on their websites. Simple things like clear writing, easy to interpret/read sections, including all details, and being honest will help. Semantic search favors business owners who use the same methods of communication as their customers , which is why it’s the most applicable for small business owners.
