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How do I get my businesses listed on Siri?

How do I get my businesses listed on Siri?

This post answers the question “Why should, and how do, I get my business listed on Siri? 

More and more local businesses are asking me how they can get found when people ask their iPhone for local services provided by home contractors, lawyers and medical practices. Getting your business findable on Siri is actually pretty easy. Let’s dive in and figure out the why and the how of getting your business listed on Siri.

Why Should You Get Your Business Listed on Siri?

Siri is very popular with iPhone users and that popularity will only be increasing as new iPhones get released with performance enhancements to Siri.  A study of the use of voice search for local businesses in 2018 provides the following stats:

  • 46% of people using voice search look for a local business daily
  • 58% of all consumers in the last year have used voice search for local business services

These stats are for all voice searches. Siri has about half of the overall market share with Google Assistant around 30% and Amazon Alexa around 13%.

These stats mean there is an obvious benefit to your business of getting listed in Siri ideally is increased leads and sales. Other benefits include making it easy for people to ask for directions to your business or to find out your business hours.

How Do I Get Siri to List My Business?

Siri uses Apple Maps to find businesses so the first thing is to get your business on Apple Maps.  Naturally, the first step is to check if your business is already in Apple Maps.

Here’s how to find out if your business is currently in Apple maps.

  1. Grab your iPhone and tap the Maps icon
  2. Type the name of your business in the search box
  3. If you see your business name then yes, you’re in Apple Maps
  4. If you don’t see your business then your business is not in Apple Maps

If you didn’t find your business in Apple Maps then you will need to manually add your business using web-based Apple Maps Connect website. This step requires a computer and an Apple ID to log in to Apple Maps Connect.

Here are the steps to add a new business to Apple Map Connect.

  1. Open a browser on a computer or iPad (mobile not supported yet)
  2. Go to Apple Maps Connecthttps://mapsconnect.apple.com/
  3. Click the Sign-in button
  4. Enter your Apple ID – Don’t have an Apple ID? Create one for free.
  5. Keep your phone handy if case you get prompted for a security code
  6. Once logged-in click “Add place” link at the top of page
  7. Enter your business name and city in search box
  8. If your business shows up, click the listing to start claiming process
  9. If your business does not show up, click the link for “Add new place”

Claiming/Editing Existing Listing and/or Adding New Place Information

After completing the steps above you are either 1) looking at your existing listing in Apple Maps or you are 2) looking at a screen to enter your business info.

Both of these steps are similar as you are at the place where you edit or enter your standard business information.  Here is the business information Apple Maps will allow you to enter:

  • Place name (i.e. business name)
  • Status (i.e. open or closed)
  • Country
  • Categories (see note below)
  • Address & Phone
  • Social Media Links (Website, Facebook, Yelp, Twitter, app)
  • Apple Pay (i.e. accepted or not-accepted)

Optimizing the Category

This is an important step as your search results and rankings will be somewhat tied to your category. You can have one primary category and two alternative categories.  Apple Maps suggests predefined categories as you type in the “Categories” box. You must choose a predefined category. Try to fill in all three categories if possible.

Phone Verification

Whether you are claiming, editing or adding your business for the first time the Apple Maps application will require phone verification.  This is a simple process – Apple Maps prompts you to click to call me now and a robot calls and gives you a PIN that you enter to verify.

Final Approval by Apple

Once you’ve completed the steps above Apple Maps needs a few days to complete the final approval of your updates.  Return to Apple Map Connect in about 5 days to see if your business info is correctly shown in your “My places” list.

How to Improve My Ranking On Siri?

SEO for Siri requires optimizing other local directories, with Yelp being the most influential to Siri ranking.   Start with Yelp, then get a system of creating and claiming your local directory listings (aka citations).

The Apple Maps Connect application will supplement your Apple Maps listing with photos and reviews from Yelp.  So go over to your Yelp listing and make sure it is optimized to include great textual descriptions and photos.  Then start a program to get more 5-star reviews from your happiest customers.

As mentioned above Siri optimization requires getting your business listed in local directories.  Local directories are websites that provide profiles for local businesses. There are dozens to hundreds of local directories depending on your industry.  Here are a couple of the top general-purpose local directories that you should get your business listed in to help with your Siri optimization.

We in the SEO world call local directories by the geek term “citations.”  One of the most important SEO services local businesses need is citation submission, optimization, and overall management.

Summary

There you have it, the secret to getting your business listed – and found – on Siri is to make sure your business is in Apple Maps and that you have an Optimized Yelp listing with photos and reviews and to have a citation SEO program in place.

Simple!   However, if you don’t have time to do all this yourself then contact us to arrange a free consultation to not only get listed in Siri but to also get a top ranking in Google.

More Reading on Local SEO

Learn why content marketing should be the foundation of your SEO strategy.

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Must-read​ guide for new blog topic ideas

Must-read​ guide for new blog topic ideas

Are you struggling with thinking up blog topic ideas for your small business?

Many business owners are learning that they need to blog to market their local business.  Recent studies show 40% of US companies use blogs for marketing and businesses that blog get 55% more website visitors.

I often get a blank stare from business owners when I recommend they use blogging to market their business.  One of the first questions they have is “What should I blog about?”

This blog describes the process we use for coming up with blog topic ideas for dozens of local businesses, both in Colorado and nationwide.

First things first: Who is the blog for and how do they search for you

Marketing is about building relationships with your prospects. Therefore, the goals of each blog post are to first attract prospects to your blog and second to create a positive impression.    

With these prerequisites in mind there are are two steps you must take before coming up with blog topics ideas. The first is to define the “persona” of your ideal customer. The second is to perform “keyword research” to figure out how these personas search for you.

Customer Personas

Defining your customer persona’s is an industry in of itself with hundreds of blogs, guides, and books dedicated to answering what is a buyer persona.  We are not going into detail on this subject in this short blog.

But I will share a tip for how to visualize the persona for an individual blog post.  Here is the quick and dirty format for the customer’s persona I like to use.

As a prospect of your company, I would like to read about the main idea of this content so I can achieve this outcome.

Here is an example of the above format I used to brainstorm blog topics for an office breakroom equipment and supply company.

As the facility manager of a building with100+ employees and multiple breakrooms, I want to find a local bottleless water dispenser company to determine if they can save us money and be less hassle than the 5-gallofn bottled water dispensers.

Now you have a visual of the audience for your blog post. Let’s figure out what keywords they might use to search for a bottleless water cooler provider.

Keyword research

What keywords does the above persona use to search for your business?  You figure this out using a process known as keyword research.  Like personas, there is a vast collection of how to do keyword research articles on the web.

There are dozens of keyword research tools out there, some costing thousands a year.  Here are two awesome tools that are free and easy to use:

  • Google Keyword Planner– The granddaddy of keyword research tools. Find popular search terms your prospects use to search in Google. Requires a Google AdWords account.
  • Keyword Tool–  Another easy to use keyword research tool that can provide lots of keyword ideas

I used the above tools to research keywords around bottleless water dispensers.  Here is what I came up with:

Keyword Avg. Monthly Searches
best bottleless water cooler 10 – 100
bottleless water cooler for office 10 – 100
bottleless water cooler reverse osmosis 10 – 100
bottleless water cooler service 10 – 100
water filtration cooler 10 – 100
bottleless water cooler companies 10 – 100
bottleless water cooler installation 10 – 100
water dispenser filtration system 10 – 100

 

The “Avg. Monthly Searches” column is a relative indicator of the popularity of these search terms.  The more popular a keyword the better it is for sending prospects to your website. These terms have decent popularity so are good keywords to build a blog post around.

Brainstorming topics around the audience and keywords

So now I have 8 keywords I can blog around that will both address the needs of the persona and drive traffic to my client’s website.  

Let’s see if we can come up with some specific topics for the blog post.  We will do this using the keywords from above and try a few of my favorite automated content idea generator tools.

Answer the Public– I love this tool. You enter a keyword and in seconds you have a list of popular “what, why, how, when, where” search phrases related to the topic. Here are popular questions from Answer the Public I can answer in my blog post:  

  • where to buy bottleless water coolers
  • how do bottleless water coolers work
  • bottlelesswater cooler rental
  • bottlelesswater cooler installation
  • bottlelesswater cooler with reverse osmosis
  • bottlelesswater dispenser hot and cold

Soovie– Similar to Answer the Public with a superfast interface.  This tool shows the popular search phrases by source i.e. Google, Amazon, Youtube, Bing, and Wikipedia.

Amazon– I often use Amazon to research products, reviews, and books on my keywords to get ideas for blog topics. I love scanning reviews to find customer pain points.  The table of contents of related books can be a gold mine for ideas.

This pain point is from an Amazon customer review:  “it stops working once the filter needs to be replaced. now I have to buy its Expensive filterto keep it working”

I learned from this reviewer that bottleless water cools may be expensive to maintain.  I can use this pain point in my blog post to connect with readers.

Brainstorming blog post titles

At this point, you have nailed the audience, keywords and several topics to address in the blog post. Now it’s time to brainstorm titles for your post.

Below are several websites and tools I use when I’m stuck for a good catchy title.

Buzzsumo– This tool shows you the most shared content on your industry topics.  Enter the keywords and see titles for content that uses those keywords.  This is an excellent source for narrowing the topics into a working title.  

Here are two example pieces of content I found on Buzzsumo:

Tweak your biz title generator– This tool gives you every possible generic blog post title word combination ever written.  It also groups the titles into categories for quicker review and lets you download the suggested titles.   

  • Here is one of the hundreds of titles suggested:  “What Donald Trump Can Teach You About Bottleless Water Cooler”

Hubspot Blog Ideas Generator– Headline generator. You enter up to 3 nouns and the tool spits back Buzzfeed style headlines.

Blog Title Generator by SEOpressor. Comes up with generic blog title ideas.  Worth a look.

Blog Post Title Idea Generator by FatJoe.com. Generic titles but some are pretty good.

Bonus:  This tool analyzes your blog title and makes recommendations.  Pretty cool!

Great articles on coming up with ideas

You are not the first person to struggle with coming up with blog ideas.  There are thousands of business owners and content marketers that overcame this challenge and lived to write about it.

Here are 5 of my favorite articles on coming up with blog ideas.

Create the Working Title for the blog article

The final step I take before sitting down and writing an article is to create a working title.

A working title is a temporary title that sums up the message of the blog post.  Sometimes the working title does become the final title, but I find that the working title often evolves during the writing process.

I like the working title to include a hook or promise that grabs the reader’s attention and compels them to click to read more.  The hook helps drive the content of the article.

Examples of Working Titles

Let’s use the persona, keywords, and idea generators to brainstorm working titles.  Here are 4 examples I came up with using what we have so far.

  • The pros and cons of bottleless water dispensers for office break rooms
  • 5 ways bottleless water dispensers are better and cheaper than old-fashioned 5-gallon jug office water coolers
  • Sick and tired of bottled water jugs cluttering your office? Learn the 5 advantages of renting bottleless water dispensers.
  • 5 facts every office facility manager should know about bottleless water dispensers

Get the idea?  Each of the above working titles addresses the persona, the keyword and hook or pain point and voilà you have a working title and topic for your blog post.

Conclusion

In this article I addressed defining a persona, identifying keywords and using several tools to brainstorm blog topic ideas.

Hopefully, this article gave you ideas and tools for generating great topics for your blog, and you are now excited to use blogging to help market your business online.

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How to get more Google 5-star reviews

How to get more Google 5-star reviews

Why do you need more Google 5-star reviews?

Colorado Springs business owners call us every week because they want to get more Google 5-star reviews.

And they are smart to do so.  An impressive list of Google 5-star reviews can be one of the best Colorado Springs SEO tactics for local businesses.

Here are a few reasons positive reviews are so important:

  • A healthy list of Google 5-star reviews instills trust and confidence in your business.  There are many recent surveys that indicate that 80-90% of respondents claim positive – and negative – reviews affect their decision to contact and purchase from a local company.
  • Reviews help local search engine visibility.  Customer reviews are a ranking factor and businesses with more reviews tend to rank higher.
  • Google 5-star reviews stand out in search and everyone see them. Google displays the average star rating of customer reviews prominently in the results display.
  • You get more clicks.  Our user testing of local Colorado Springs searchers clearly indicates that searchers give more consideration to businesses that have positive reviews.  Searchers frequently scroll by businesses with no reviews.

You don’t want your business to stand out because it has no reviews or a lot of negative reviews.  If this is the case keep reading to learn how to get more Google reviews.

Getting Google 5-star reviews does not happen by itself

Getting reviews is hard for many business categories.  Unless you own a restaurant, hotel or tourist destination, people do not leave reviews.

Consumers just do not naturally leave a review on Google for their roofer, attorney, exterminator, plumber, etc. – unless of course, they want to complain.

We work with many local businesses that provide outstanding service and have excellent local reputations, but have no Google 5-star reviews or worse yet more negative reviews than positive.

However, just because people don’t naturally leave reviews does not mean you can’t get reviews.  You can get reviews, it just takes a little effort to create a customer review request system that produces a steady stream of 5-star reviews for your business.

Creating a customer Review Request System

The secret to getting more Google 5-star reviews is to create a review request system, and then actually implement it.

Below are the steps we use to prepare a customer review request system for our clients. This system is proven to get more positive Google reviews for Colorado Springs businesses.

You can use this system for your business or you can contact us to create one for you.

Prepare your GMB page to receive reviews

Google gives all businesses a free profile page called the Google My Business (GMB) page.  This is where your customers go to leave you a review on Google.

Before you start asking customers to go to the GMB for your business you want to make sure your GMB looks great.  Your GMB profile must be claimed and updated with photos and accurate information about your business.

Go to the official Google GMB page to find and claim your GMB and find guidance on optimizing your GMB profile page.

Setup a shortcut to your GMB profile review box.

Make it easy for your customers to leave reviews by creating a shortcut link that brings up the Google review box.

Even Google recommends doing this, click to view their instructions (opens in new window).

Keep this address handy to cut and paste so you can send it to customers via email, texting, social media and even verbally over the phone. This tactic is essential if you want to get more Google reviews.

Emphasize the importance of reviews to your customers.

Remember, people are not naturally inclined to leave reviews for local businesses, so be prepared to do a little selling of the importance of reviews.

Create a sentence or two that motivates the customer to leave a Google 5-star review.  Here are some examples:

  • “Google 5-star reviews help us grow which allows us to provide you better service.”
  • “Competition is very strong in our industry.  For us to survive we need online Google reviews from customers like you.”
  • “Online reviews help support and give visibility to our business which helps us remain competitive.”

Your best customers want you to succeed, you just need to give them some guidance to get more Google reviews.

When to ask for reviews?

The timing of when and how to ask for reviews depends on your business.

For some businesses, it takes some time for the services you provide to set in so the customer can realize the full benefit of the service or product.

For other businesses, you may want to ask for the review immediately before a positive first impression has time to wear off.

In general, sooner is better than later when asking for reviews.

How to ask for reviews?

Here are the most common ways to ask for customer reviews.

  • Face-to-face.  Generally, asking in-person has a higher probability of actually getting the review.  You can text the GMB shortcut while face-to-face with the customer to convey the importance of reviews to your business.
  • Phone. Calling soon after the service is effective for actually getting the review.  You can begin the call as a follow-up call to check customer satisfaction. If the client is happy then give them the review request pitch line and the link to your Google review box.
  • Email. This method is easier than meeting face-to-face or calling but has a lower success rate.  The key to using email to request reviews is to create a catchy subject line. Then keep the email brief with emphasis on the importance of reviews to your business.  We find we need to send a second and even third reminder request when using email.
  • Texting.  Texting has a very high open rate and can be effective for getting reviews with customers that use texting.  However, we recommend using this technique carefully as many people do not want business-related texts.
  • Hand-outs. This method has a lower success rate however, it can work with customers that physically visit an office such as a dentist, property manager or salon.  With this method, you create a handout (a card, a sheet of paper) that asks for a review and provides instructions for leaving the review.

Who to ask for reviews?

Another secret for you to get more Google 5-star reviews is to seek out customers that are good candidates to actually leave a review.

To leave a review on Google you must be signed in to a Google account.

This means customers that use Google for email (i.e. gmail.com) are great candidates for a Google review because they are usually logged into Google.

Customers that don’t have Google accounts must go through the extra steps of creating a Google account.  While this is not technically difficult, it does require several steps which can be a major obstacle to actually getting the Google review.

We always ask our customers with a gmail.com email address to leave a Google review. If a customer doesn’t have a Google account we will often ask them for a Facebook review instead.

One last thing, request reviews from your happiest customers while they are still happy.  Strike while the iron is hot!

Offering an incentive to leave a review.

The common wisdom is to not offer an incentive to leave a review.

This is because it is against the rules of the big review websites like Google and Yelp to trade payment for reviews.

If you hate asking for reviews keep this in mind – engaging with customers directly about their experience with your business is actually good customer service and will often prompt a (hopefully) positive review.

Get more Google 5-star reviews by starting now!

The real bottom line for you to get more Google reviews is to get started asking your customers specifically for a review on Google.

The sooner you implement a customer review request system, the sooner you’ll start getting a steady stream of new reviews.

I know you hate asking for reviews.  Just keep this in mind:  it is good customer service to engage with your customers directly about their experience with your business. Following up after the service will often prompt a Google 5-star review.

Now get review collecting!

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Content is King! And the best SEO strategy.

Content is King! And the best SEO strategy.

In this article, I will make the case for why content marketing should be the foundation of your search engine optimization (SEO) strategy.

I know from experience that Google considers content and backlinks among the two most important ranking signals. Of these two you have the most control over the content.

So if your goal is to improve your SEO results, then you need a strategy for giving Google the content it so desires.

What is content marketing?

Content marketing is the practice of publishing engaging information – i.e. content –  that proves you are a master of your business and/or industry.

There are many ways to deliver content. The most popular forms are blog articles, web pages,  white papers, videos, social media posts, FAQs, podcasts, and more.

Why does content marketing matter?

Trust is an issue in today’s online world.  Content marketing can help you build trust with your customers and prospects.

Content marketing is not advertising, rather it is relationship building.  Building a relationship is one way to build trust.

Marketing experts predict content marketing will replace traditional advertising.  This is because content marketing both promotes your business and gives you a way to build a relationship that builds trust with your prospects and customers.

From an SEO perspective content marketing matters because the content on your website is how you communicate to Google what you do and why you should rank higher than the other guys.

Google loves fresh content on a website.  Google favors websites that publish new content regularly.

The bottom line is the content must support your business goals.  Most times, the specific goal of content marketing is to enable searchers to both find you and get to know, like and trust you.

How does content marketing work?

Most local businesses carry out content marketing in the form of blogging.  Here are just a few reasons why blogging is so popular for content marketing:

  • Blogs are easy to set up and update
  • The public has become accustomed to reading blogs
  • Many searchers expect a business to blog
  • Blogs allow visitor engagement
  • Blog posts are naturally well-suited for sharing
  • When creating a blog for content marketing the articles must give value to the reader.

People are usually searching for specific information, so keep each blog article focused on a single main idea.

Blog articles between 600 – 1,200 words will produce measurable improvement in search engine ranking.

One common result I seek with blogging is to “impress” the reader.  I do this with content that is educational, how-to, answers a specific question, provides a tip, offers a list of resources, checklists, reviews, interviews, or tells a story that creates a connection with the website owner.

Don’t fall into the trap of crappy blogging.  Don’t bore people with blog updates on “discounts and sale prices” or your “newest home listing” or your “superior products” or any other salesy promotional content. This style of blogging is for amateurs, not for you.

If you’re going to blog you’ve got to take the time to do it right. Please don’t waste your time with low quality, short and/or generic content.  You want to invest the time and resources in quality content.

Six reasons content marketing should be the foundation of your SEO strategy

Now that you know what content marketing is and that blogging is a great way to do it, here are six reasons why you should use content marketing for SEO in the coming year.

1. Content marketing improves your ranking in Google

Posting quality content is great for SEO.  Content is how you give your keywords to Google.  Google loves websites that post informative content on specific topics on a regular basis.

The frequency of blogging will have a big impact on improving ranking. The more the better.

How often you should publish new content depends on the level of competition for ranking for your keywords.

As you probably know, there is fierce competition for many local keywords (i.e. real estate, attorneys, plumbers, etc.) and SEO for these industries may require an aggressive blogging strategy.

For most local businesses I find that posting once or twice a month suffices to improve ranking and get your phone ringing or people walking in your door.

2. Content marketing builds credibility and trust

As I mentioned earlier, filling your website with high-quality content allows you to make a good impression on your visitors.  High-quality content conveys that you are an authority in your industry.

There is an old marketing saying that applies to business owners goes…

“Of all the providers in your market, are you the obvious choice?”

When people go online and search for products and services and find your business, they always ask themselves two important questions:

  1. Is this business an authority on what I need?
  2. Can I trust this business?

Content marketing helps you answer these questions for your website visitors.  Content marketing is how you become “the obvious choice.”

3. Content marketing can give you a competitive edge

Ever notice how the larger companies in Colorado Springs have the top rankings in the search engines results.

Their high visibility in search is because the larger companies have an edge in building backlinks.  Remember,  I mentioned earlier that backlinks are one of the two most important ranking signals.

Larger companies get better backlinks because their partners, suppliers and commercial customers often link to them. Smaller businesses just don’t have a deep list of associates to help them build backlinks.

Content marketing can level the playing field for the smaller Colorado Springs businesses.

You don’t have to be a huge company to use content marketing to stand out in the search results. You just have to publish a better blog than your competitors.

Many larger companies don’t focus on content marketing.  The larger companies depend on old-school direct marketing (mail, TV/Radio, signage, phone, etc.) and ignore more aggressive SEO tactics such as content marketing.

Check for yourself.  Search on the main keywords for your industry and visit your larger competitors.  Go to their blog and see if they are publishing regular quality content.

If your competitors are not consistently blogging or publishing other information, you may be able to out-rank them using blogging.

4. Content marketing improves search user experience

Did you know one of the top 5 ranking factors in Search User Experience?  Two of the top SEO blogs – SearchEngineLand.com and moz.com – proclaim User Experience (UX) as a top SEO priority for 2018.

This is a huge topic but in a nutshell, Search User Experience is the science of providing visitors to your website with a great experience.   The features of a website with a great UX are fast page load speed, easy to find the desired information, and delivering actionable high-quality content related to the search query.

Google tracks what people do after they find you on Google.  If searchers bounce right back to the search page from your website, then Google considers this a poor search user experience.

Cram packing your website with great content is a proven way to increase the visit time of searchers while on your website. When searchers spend a long time on your website, Google considers the visit to be a positive search user experience.

Giving Google searchers a good UX on your website makes Google happy.  You want to make Google happy.  When Google is happy everyone is happy.

5. Content marketing is excellent for natural backlink building

As I mentioned in the first sentence of this article, content and backlinks are two of the most important ranking signals.

Backlink building is time-consuming, expensive and difficult.  You can’t spend your way to good backlinks either, Google frowns upon paid backlink building. Don’t do it.

Luckily, when you implement a quality content marketing strategy, you are simultaneously implementing a powerful backlinks building strategy.

While Google hates paid or other unnatural backlink building, Google loves “natural backlinks” to your content.  Natural backlinks are links to your content earned because of the merits of the content.

But for natural backlinks to happen, you first need content that is worthy of a link.

How then does a natural backlink happen?  They are created when an owner of a website finds and loves your content, and decides to link to it from their websites as part of their content marketing strategy.

Sharing your content on social media is one way to encourage people to both re-share and link to your content.

Bonus tip:  Google likes it when you give valuable backlinks to other websites because it shows you are providing value to your visitors.   For this reason, I always include a link or three to an authoritative website is each piece of content you produce.  Notice the half-dozen backlinks in this article to authoritative content marketing websites.

6. Content marketing is cost-effective

Content marketing is not cheap.  Creating a continuous stream of high-quality, engaging and actionable content requires skills, time and effort.

But, over the long term, content marketing via blogging is one of the most cost-effective SEO tactics available to small business owners.

So, what is the cost of blogging?

The staff at Pagecafe needs between 6-10 hours to publish one piece of content – i.e. one blog article – for a typical local business.

You might be thinking, wow! – That is a lot of time and money for one article.

The fact is good blogging takes time.  We need that much time for topic research, keyword research, reviewing keyword ranking, managing the content calendar, working with the writer to research/create the article, editing and revising, adding on-page SEO, performing internal link building, finding a photo, client review/approval, publishing on the website and announcing to Google and social media.

As I stated above, it is in the long-term that content marketing is cost-effective.  A quality piece of content can improve rank, increase visitors, and nurture leads and new customers for years to come.

Summary – Content Marketing is good SEO

In this article, I shared my opinion that the two most important ranking signals for Google are content and backlinks. Of these two you have the most control over your content.

If SEO is important to your business, then you need to consider content marketing and blogging to improve your ranking and traffic in the coming year.

Improving SEO is not the only virtue of content marketing.  Consistent blogging can allow your prospects that find you in the search engines to get to know, like and trust you.  People do business with people they know, trust and like.  Content marketing helps you make this happen when people find your business via search.

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