Local businesses should replace traditional blogs with useful resources, how-to guides, and videos to compete with big brands, drive backlinks, and earn featured snippets, according to Jamie Pitman of Bright Local.
what we used to call blog is now just a big old bucket of content that really doesn't fit anywhere else on the site
Practice useful marketing for local business content successAs a small business owner, you fight big brands and a ranking system that favors them. How can you compete? Contributor Jamie Pitman shares 3 tactics to take on the competition by using smart and useful content.
According to Jamie Pitman of Bright Local, 68% of SEOs believe local businesses still need a blog in 2018, but the traditional blog may be better replaced by useful resources, how-to guides, and videos that earn links and engagement more effectively than posts about a new hire or new oven.
Jamie Pitman recommends three tactics: useful local resources such as event calendars and family activity lists that attract backlinks, how-to guides formatted with structured markup for featured snippets, and short informative videos that keep viewers on YouTube to improve watch time rankings.
According to the episode, watch time on YouTube is not the total time people spend watching your video. It is the average length of time a viewer stays on YouTube after watching, so creating playlists and series of videos keeps viewers on the platform longer and improves your rankings.
Small businesses can move faster than large competitors. While a big brand is planning video production, a local business can film a useful video on a phone and publish it immediately. They can also add articles and videos to Google My Business listings, which many larger agencies managing local competitors are not yet doing.
videos that make people turn off YouTube are poison
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create playlists featuring anyone's YouTube content and it'll still affect the watch time
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Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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