SEO and Content Optimisation: Making Sure Your Content Gets Seen
Let’s face it -SEO (search engine optimisation) might sound like one of those “marketing things” that only tech experts need to worry about. But if you’re a small business owner trying to connect with your ideal clients, it’s actually something that can help you a lot. And the good news? It doesn’t have to be overly complicated to have an impact. In saying that, it's important to remember there is no magic silver bullet and these things take time.
So, how does SEO and content optimisation work?
In simple terms, SEO and content optimisation are all about making sure your content (whether that’s a blog post, your website, or even your social media) is set up so that people can find it when they’re searching online.
Let’s look at how you can make SEO work for you without needing to get bogged down in the technical stuff, starting with…
Why SEO Matters for Your Content
Imagine you’ve written an awesome blog or set up a stunning new website for your boutique winery or independent living retirement village. You’ve put in the hard work, and you’re sure it’ll resonate with your ideal clients… but they can’t find it because it’s buried way down on page 10 of Google search results. This is where SEO comes in.
SEO is basically how you help Google (and other search engines) understand what your content is about and why it’s worth showing to people who are searching for businesses like yours.
Keeping It Simple: How to Optimise Your Content
Let’s keep this practical. Here are some straightforward things you can do to optimise your content and improve your SEO without over-complicating things.
Think About What Your Ideal Clients Are Searching For
Start by considering what your ideal clients are typing into Google when they’re looking for businesses like yours. Are they searching for “best legal advice for small business owners” or “cosy winery accommodation in Victoria”? Knowing these search terms—often called keywords—helps you write content that’s directly relevant to what people are looking for.
You don’t need a fancy tool to figure this out. Just think about the common questions your clients ask or what they might search for when they’re looking for help.
Make Your Content Easy to Read
Search engines like Google want to give people the best possible results, which means content that’s easy to read and navigate. Break up your blog posts with clear headings (like the ones I’m using here), use short paragraphs, and keep things straightforward.
This isn’t just for Google; your ideal clients will appreciate it too. No one wants to wade through long, unbroken text!
Use Your Keywords Naturally
Once you know what your ideal clients are searching for, use those keywords naturally in your content. Don’t overdo it, though; Google is smart enough to know when you’re trying to stuff keywords in just to rank higher.
For example, if you run a legal firm specialising in small business contracts, mention terms like “business contracts” or “legal advice for small businesses” a few times in your blog or website copy, but always in a way that feels natural.
Write Catchy Titles and Descriptions
When people search online, the first thing they see is the title of your blog post or webpage. Make sure it’s clear and inviting. For example, instead of “Our Services,” try something like “Expert Legal Help for Small Business Owners” or “Independent Living with a Personal Touch in Lithgow.”
Similarly, the little snippet of text under your title (called the meta description) is your chance to grab their attention. Keep it simple, tell them what the content is about, and give them a reason to click through.
The Rise of AI and Social Platforms as Search Engines
SEO is not just Google anymore. More and more people are using social platforms like Instagram, Facebook, and even TikTok as search engines. And let’s not forget about AI tools like ChatGPT that are changing how people find information. In fact, ChatGPT recently launched a search engine function (read more here).
In the past, hashtags were often used to categorise content on social platforms, but that’s not as relevant today. Now, people are using the built-in search functions on these platforms to find content directly, without relying on hashtags. For example, someone might search on Instagram for “boutique winery events” or “best independent bookshops,” and the platform will serve up relevant content based on what’s been posted rather than posts with relevant hashtags.
This means that content relevance is more important than ever.
You want to make sure your posts are clear, engaging, and directly relevant to what your ideal clients are looking for. Create content that answers their questions, showcases what makes your business unique, and provides value. Whether it’s a post about the latest wine release at your winery or a blog on the benefits of independent living in a retirement village, it should be easy to find and match what people are searching for.
AI tools like ChatGPT and other platforms are also being used to help people find quick answers to their questions. These platforms scan content for context and relevance, so having well-optimised content across your website, blog, and social channels makes sure you show up where it matters.
SEO is Not Just for Google
One thing I love about SEO and content optimisation is that it’s not just about Google anymore. It’s about making your content easy to find wherever your ideal clients are searching; whether that’s a search engine, a social media platform, or even an AI tool.
Optimising your content means thinking beyond just a blog post or a webpage. If you run an independent bookshop, for example, your ideal clients might be searching for book recommendations on Instagram or looking for events on Facebook. Make sure your content is where they’re searching, and keep it relevant.
How to Track and Measure What’s Working
Once you’ve started optimising your content, you’ll want to know if it’s actually working, right?
Tools like Google Analytics can show you how many people are finding your blogs, how long they’re staying on your site, and whether they’re clicking through to other pages. Social media platforms like Instagram and Facebook also offer insights on how your posts are performing, including how many people are engaging with your content.
You don’t need to get bogged down in numbers, but it’s useful to see what’s connecting with your ideal clients. If a particular post or blog gets a lot of engagement, that’s a good sign it’s working! And if something isn’t hitting the mark, don’t be afraid to tweak it.
SEO & Content Optimisation: Keep It Simple
SEO and content optimisation don’t have to be complicated or overwhelming. Think of it as making sure your content can be found by the people who need it. A few small tweaks (like using the right keywords, creating clear titles, and making your content easy to read) can make all the difference in getting your content noticed.
And remember, SEO is not just for Google. Optimising your content for social platforms and AI-driven tools helps you reach your ideal clients wherever they’re searching.
If all of this sounds like too much to handle, don’t worry, I can help. Whether it’s writing SEO-friendly content, optimising your website, or making sure your social media is working for you, I’m here to make your marketing happen. So let's talk.
