Contractors… Let me break it down in simplistic terms.
Be very clear on problem solving
Educate more
Stay focused on your solution
“When creating content on your Website do what is best for the customer! When we create content, we are not thinking about how to game SEO. I’m thinking about if I were the consumer, what would I want to read and know?” – The BluePagesPro Writers
Google is currently rolling out the “helpful content” algorithm update and I believe this is the most significant one yet.
Allow me to deconstruct what this means for marketers:
1. Websites with high amounts of unhelpful content are unlikely to perform well.
G’s take: You know all those SaaS blogs with hundreds of useless pages? Go delete that shit. If you need help doing a content audit, send me a DM.
Brian Dean got this right with his approach to growing Backlinko. Every page is useful, highly valuable and well maintained.
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2. Your website will benefit if it has a clear and primary focus.
G’s take: If your company is rolling out different products across many categories, it will be difficult to win if you are too dilutive. If your brand is strongly associated with one thing, you are better off leading with your flagship “Job to Be Done” and then cross-selling, rather than trying to “land and expand” too aggressively.
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3. Your website will benefit if the content clearly demonstrates first hand expertise and depth of knowledge.
G’s take: Let’s say you are writing about “the top Italian restaurants in Miami”… you should personally go and eat at all of them, take pics and record videos, and publish a detailed pros and cons list with comments about pricing, customer service, etc. Don’t just scrape a bunch of other lists and regurgitate the same generic information.
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4. Will someone reading your content leave feeling like they’ve had a satisfying experience?
G’s take: This directly contradicts techniques widely preached by “growth hackers” – excessive pop ups, banners, annoying ad placements, paywalled content, obnoxious lead capture modals, etc.
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5. Content created primarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.
G’s take: Write naturally, while following optimization best practices. Avoid using extensive automation to create content. Avoid targeting trending topics because you want to “newsjack” meanwhile it has nothing to do with your core audience’s interests.
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6. After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
G’s take: Teach before you reach. Your content should aim to be the most comprehensive, accurate and helpful document on a subject. It’s not about achieving word count quotas, but if your content is a thinly veiled ad for your products, your website will suffer.
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This goes beyond SEO. It’s about being customer-centric instead of looking for shortcuts to do lead gen and sales.
As a reminder the BluePagesPro keeps your offer front and center for homeowners seeking your services. This combined with a professional website compliment one-another.
If you are interested in learning more about how a custom build contractor Landing Page can help you convert more homeowners, we are here to help.~!
– Alex
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