SEO & Content: Small Business Owners Guide To Optimizing Your Website Part 2

As we went over in our first article, you need to choose the appropriate keywords for your website in order to rank it in the search engines. Now that you have selected a good range of keywords that will work for your business, you need to create content based on those keywords that will attract the visitors you want.

On the Internet they say that “Content is King” and in many ways it is true. Most of the largest, most visited websites in the world all have one thing in common: content.

Here are some examples:

> Google is enormously successful because it helps its users to find content

> Facebook has massive amounts of content in the forms of photos and personal stories from its users. People go to Facebook to post their own content and view their friends’ content.

> YouTube is a website with millions of videos and a search engine to help you find the videos you want. If not for the videos uploaded by users, YouTube would be a ghost-town

As you can see, the biggest and most successful websites in the world all depend on fantastic content to make their website run. It is the single biggest reason why anyone visits their websites in the first place. It is also the reason why you must create fantastic content for your business if you are serious about growing your business.

Many people think of content as a form of currency that you can trade online. In a sense, it is a form of online currency. When you create great content other people give you back value in the form of:

> Sharing your content with other people

> Linking back to your website

> Commenting on your blog

> And more

All of these things add up to your website getting higher levels of visitors and sales. This is why it is immensely valuable for you to create great content. Now that you understand the value and importance of content online, you may be wondering, how do you create great content that your visitors will love to read?

This is simpler than you might imagine. The real problem with creating online content is not that it’s complicated – it’s that it takes elbow grease. The process of creating great online content that people love to read is all about hard work. Here is a five step process you can follow whenever you want to create online content:

  1. Research information related to the keywords you’re targeting
  2. Organize the information based on what’s most interesting
  3. Write the first draft
  4. Edit for clarity
  5. Fine tune your writing for readability

You want your content to accomplish several goals:

> Your content should give your visitors what they were searching for

> Your content should be unique and original

> Your content should be easy to read, understand and use

> Your content should allow your reader to solve their problem or accomplish their goal as fast as possible

Good content is all about understanding your visitors and what they want. It is about looking at those keywords you researched earlier and putting yourself into their shoes. Then think to yourself, if I was this person entering in this keyword, what content would I want?

Understanding what your prospective website visitors want, and what they don’t want, is the fundamental key to online success. In general you want to make your content as long or as short as it needs to be.

Some people advocate only writing content that is between 500 to 700 words. Others still advocate that writing articles which are over 1000 words are the best. The truth is that your article should not be focused on how long it is but on how much value it provides to your reader.

You should give your reader everything they need as fast as possible.

Once you have written great content for your visitors you will want to “optimize” that content to help search engines find it.


The keywords you want your content to rank for should be included in the titles of your webpages. For example if you are creating an article for the keyword “tire repair in Boston” then you want to create a title like:

“Tire Repair In Boston Made Easy”


“How To Get Tire Repair In Boston”

Meta Tags

Every webpage also contains what is known as meta tags. These are for search engines to read to evaluate what your website is about. Your webpages meta tags should contain the keywords you’ve selected

Image Names

If you have any images which are related to your keyword, name your images using the keyword. For example if you have pictures of dogs being groomed on your dog grooming website…

DON’T name your image 34987u2.jpg

DO name your image dog-grooming.jpg

This will help your website to get more visitors. Note: Only do this if the image is related to the keyword (don’t name a picture of a building “dog-grooming.jpg” only name pictures of dogs being groomed as “dog-grooming.jpg”)

Bold, Italics and Underline

If you can, try to bold, italic, or underline some of your keywords in your content. Be careful not to over do this. However, having your keyword bolded or italicized once in your content won’t hurt you.

A Word Of Caution

One thing to be careful of is “overdoing it” in SEO. You don’t want your content to be targeting accountants in Colorado and read like this:

“Accountants in Colorado are very interesting. If you are looking for an accountant in Colorado you have come to the right place. Accountants in Colorado are really great and you will really enjoy working with them. Here are the reasons why accountants in Colorado are so great:”

That is called over-doing it. You can just include your keyword once or twice in your content and it is enough. There’s no need to mindlessly repeat a keyword.

Write your content based on what your keyword searchers want and are looking for. Aim to write for real people looking for real answers. Provide great content to your visitors and optimize your content with the simple tips included in this article. Ultimately content is king, and to rule the search engines – create great content.

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