Using a Lack of Search Results to Create Great Content
DIY Sprocket Solutions
In any given business, there are keywords or phrases that people use when they are searching for a company that provides the specific products or services that they are searching for. This varies from business to business. Local bakeries pop up when people search for local city names and “cakes” or “cookies”. Real estate agents will pop up when people type in a local city name and “real estate agent” or “home selling”. As a small business owner, it’s essential to research and brainstorm the keywords and search terms that will lead people to find you. How do we go a step beyond that though? How do we make sure that when there is a lack of search results on a specific topic, your business shows up in the search results that remain?
Here’s what I mean by this: make sure you are exhausting all of your options when it comes to creating searchable content that ties back to your brand. Sure, you might not show up as the number one result when someone searches “hardware stores in Los Angeles”, but what other terms could they be searching for that will generate fewer results? Think of all the times you googled something only to find that all the links led to articles that were 5+ years old. Now imagine if you took the term that you googled and that resulted in stale content, and you then generated fresh content around the same search terms. Assuming you are writing valuable unique content, which do you think will show up at the top of that search page? Your brand’s new content or the articles that were 6 years old?
What you’re doing here is finding a need to fill in your own industry. As a business, more than likely, you have expertise on a specific set of topics. As an expert, find the search terms that are underdeveloped and generate content to meet those customer’s needs. You may not be the only front door supplier in your town, but when people search for “how to hang a front door” do you have an article or video that could perform high in searches and would tie people back to your business?
Using a lack of search results to create new content is a unique way to begin. For those looking for new content options, it may be valuable to fill a need in your own industry’s search results. What are your thoughts on curating keywords and search results for new content options? Comment below!