Jeff For Local Marketing explains how blogging works as a "private freeway" where Google sends searchers to your content, and you control what happens next with banners and calls-to-action. Most small businesses skip blogging because it takes time and creativity, but consistent, fresh content builds authority in Google's eyes.
Say, hey, I'm not getting much traffic on website. How can I get more traffic on my website? And Google is one big matchmaker. It says, here's somebody who needs a problem solved and here's sorry about that. And here's a company that has an article or a video that'll do that. Let's put them together. Now they come to my website. It's no longer on this public domain of Google. It's on my private freeway. And on that, on that article on my website, we'll call it a blog.
It has information that will benefit them just like this video. It'll have information that will benefit them to help them understand, oh, this is how I do this. I have to write articles, I have to create videos that help my ideal customer solve problems they need answered along their journey of making a decision to buy my service or my product. And so now when they come to my article, is my article salesy? Absolutely not. My article is one thing, it's helpful. It's helping them get really good ideas that we have proven over 14 years or longer that really work. Now here's the difference. But what I'll have is possibly on the side. I'll have a banner, I'll have a pop up, I'll have a call to action near the bottom or in different places on the article that are doing what. Now I'm offering my service or my product again, freeway, blog post, banner, billboard. Except I control that and now I can customize that. Because if somebody's coming to coming to my website and they're looking how to get more traffic to the website and they have an article on there, I know I don't need to show them how they can get 20% off of Zappos tennis shoes. It makes no difference. There's a total disconnect. So going back to this customer, I said, hey, the first thing we want to do is as I looked at their video or their website is they don't have a blog and most companies don't. A lot of small businesses don't. Because what does a blog take? It takes time and creativity to create it and to maintain it. You see, Google loves fresh, unique and relevant content. And so when we put it out consistently, then what will happen is Google sees this as an active authority in the marketplace on that topic.
