Your website can be so much more than just a list of things your clients can buy. It can be a whole sales funnel unto itself, bringing clients from being almost totally unaware of what you offer to wanting to buy what you have to sell.
Generating content for your site is essential for SEO efforts – it will help you rank higher than competing businesses in Burnaby and the greater Metro area. The right types of content can also turn window shoppers into buyers, and loyal customers into brand advocates.
This brief guide is designed to help you brainstorm and execute content ideas for your site. We’re not going to focus on social media in this piece, but it’s almost always a good idea to share content you post on your site across relevant social media channels.
Let’s get started!
Keyword research
All content generation begins with keyword research. There’s a twofold advantage to keyword research:
- It helps you rank for popular, high-converting keywords.
- It helps you better understand what kinds of content users want to read.
Two key concepts to keep in mind when conducting keyword research: you want to find keywords that are relevant to your industry, and to your location.
A common type of keyword that fits this description is what we call “service-in-location” keywords, or SILs. “Fish and chips in Burnaby” is a good example of a SIL – the service is fish and chips, and the location is Burnaby.
From there, you can start brainstorming posts that will match your SIL. You could, for example, write a history of fish and chips leading up to when fish and chips first appeared in Burnaby. You could write about how fish and chips are made, and talk about Chinook salmon. Sustainability practices might be another worthwhile post.
Basically, if you can write a post that ties into the keywords you’re looking to rank for, do it. There are also keyword research tools you can use to help brainstorm keywords. You want to find keywords that are searched for frequently, but don’t have a lot of competition. You can also look for high-converting keywords.
Blog posts in Burnaby
Once you’ve found the keywords that you want to rank for, you can start writing your blogs. One good way of getting inspiration for blogs is to do a Google search using the keywords you want to rank for, and see what kinds of content pop up.
When it comes to the content of the blogs themselves, there are a few things to keep in mind. First, the headings in your blog are quite important. You’ll notice this section is called “Blog posts in Burnaby” – that’s both an accurate description of what this section is about, and a keyword that we think it would be nice to rank for.
You should avoid stuffing keywords into your blog – instead, let it flow organically. In other words, don’t just write the word Burnaby over and over again, write about neighbourhoods in Burnaby, the Burrard Inlet, the Burnaby Blues + Roots festival – that kind of thing. Don’t just mention these things without context, either – make sure they actually tie into the content you’re writing.
Whenever possible, make sure content about your business isn’t generic – always try to bring it back to Burnaby. Talk about common plumbing problems in Burnaby, the best hiking trails in Burnaby – you get the idea.
Other types of content
Sometimes, when you search for keywords you want to rank for, you’ll notice the highest ranking content isn’t a blog post. It might be an infographic, or a video, or some other kind of media. If you have the resources, try to match the content you create to the highest ranking content for the keyword you want to rank for.
In other words, if the highest ranking content is an infographic, make an infographic.
Once you’ve made that content, create a blog post supporting it. If you have a video, make sure you have captions, and consider transcribing the video’s content below the video on your web page.
We create high ranking content for Burnaby businesses
If you’re reading this, the chances are quite high that you found this page from a search engine. That means our content has done its job – we’ve ranked for relevant keywords relating to Burnaby SEO and content creation.
The proof is in the pudding. If you don’t have the time to create high ranking content for your Burnaby business, let First Rank do it for you.
Jacob Kettner is the owner and CEO of First Rank Inc., a digital marketing agency based in Winnipeg, Manitoba. He currently sits on Manitoba Chamber of Commerce Small Business Advisor Council which assists people grow their small businesses in Manitoba.
