Essentially, small business owners want to figure out how they can improve their 'natural search performance', without relying on the typical SEO trends of link-building and other specialised tactics.
This is where content promotion comes into play.
Content marketing is a marketing tactic that relies on producing 'high value content that produces a number of different results'.
It is a powerful tool for building brand recognition, as an example.
When done well, it also drives website traffic through content found on popular social sites.
Ideally, small businesses should aim to intersect the search engine optimisation with their content marketing. Do this by creating blog posts utilising keywords - blog posts are the foundation of strong content marketing.
Good blog posts consist of 1,000 words of more, are authoritative, regular, and engaging. Include "outreach" content, which can be spread via social sites and person-to-person.
Examples of this type of content are:
This type of interactive content will produce natural link building, a cornerstone of content marketing.
So you have now created great content - what's next? How does it get consumed?
Promotional channels include email campaigns, events and social media.
Paid promotions like content syndication, Google AdWords and other tools such as newsletters, email sponsorships and search marketing are also valuable.
Promotion is key - if the great content is not distributed properly, your business will not feel the effects. Invest here when necessary, hire a freelancer to step in and revamp your content and provide unique insight to your campaign.
Engage the influential - reach out to niche bloggers or press analysts.
Create banner ads or visual titles and place them strategically on the home page of your site, encouraging potential readers to continue to dig deeper into your content.
Embrace being a publisher, a creator and an editor. Create a schedule for production and stick to it. Find your story and share it!
As they say, if you are not creating content online, you do not exist.