As a contributing member of The Biz Foundry and SEO expert, I recently had an enlightening conversation with Mark Williams-Cook, director of Candour SEO agency and creator of Also Asked, a search intent research tool. While our discussion covered advanced technical concepts, I wanted to distill three key actionable insights that small business owners in Cookeville and the surrounding areas can implement today to improve their online presence.
Start with Video Content, Then Work Backwards
One of the most valuable insights from our discussion was about content creation. Many small business owners struggle with consistently creating high-quality content for their websites.
The solution?
Start with video.
As Mark explained, modern tools can instantly transcribe video content, which can then be transformed into written articles and blog posts.
For local business owners, this means you can simply record yourself talking about your expertise, products, or services. Like if you’re selling inflatable sailboats, like Red Beard Sailing, then get out on the water with that go pro!
Take the time to explain how your manufacturing process for your stair handrail is unique or different. Demonstrate the value of your most popular service, and ALWAYS share your customer success stories – record it first! Then use transcription tools to convert that natural, authentic conversation into written content. This approach is particularly effective because you’re sharing genuine expertise rather than trying to force yourself to write articles from scratch.
Understand Different Customer Knowledge Levels
During our discussion, we explored how Google actually has patents for understanding different levels of customer knowledge in search queries. This has profound implications for small businesses.
Just as a Queens car dealership needs to speak differently to first-time car buyers versus automotive enthusiasts, your business needs to create content for different levels of customer expertise.
For example, if you run a local hardware store, some customers might need basic explanations about which paint to use for their walls, while others might be looking for specific technical details about power tools.
By creating content that addresses both beginner and advanced questions, you’re more likely to capture different types of customers at various stages of their journey. This doesn’t mean you need to write separate websites – it means being comprehensive in your approach to content creation.
Use “People Also Ask” for Content Direction
Perhaps the most immediately actionable insight from our conversation was about utilizing Google’s “People Also Ask” (PAA) feature for content planning. When you search for terms related to your business, Google shows you exactly what questions potential customers are asking. This is invaluable market research that’s completely free.
For local businesses, this means you can simply search for your main services or products and look at the questions that appear in the PAA box. For instance, if you run a local car wash like Tidal Wave Auto Spa, searching for “handwash car” like when in Cookeville might reveal questions about pricing, advance scheduling times, or vehicle size restrictions. These questions should form the foundation of your website’s content because they represent real questions from potential customers.
Moving Forward
The digital landscape is constantly evolving, but these fundamentals remain crucial for small business success online. At The Biz Foundry, we’re committed to helping local businesses thrive in the digital age. Whether you’re just starting your online journey or looking to improve your existing digital presence, implementing these strategies can help you connect with more customers online.
Remember, you don’t need to implement everything at once. Start with one approach – perhaps recording a simple video about your most frequently asked customer questions – and build from there. The key is to begin creating content that genuinely helps your potential customers while showcasing your expertise.
If you’re interested in learning more about implementing these strategies for your business, The Biz Foundry regularly hosts workshops and one-on-one sessions to help local businesses succeed online. Want to come chat SEO, I’m usually coworking Monday-Friday at the Cookeville location, happy to chat!
