Why Content Scales Your Business

Content is not the first thing people think about during the planning phase of their company website. Most people still look at their website as an interactive tri-fold brochure. Since I launched my very first website, I realized that the website needed to reach beyond the people I could reach on my own to tell about it. If my website could only be found by those who saw my business card or read my email signature, then why have a website at all? I wanted to grow my business. I wanted to do work for people I didn’t know yet.

Early on in my career I realized that there were repetitive questions I kept getting asked. I was emailing or spending countless hours on the phone explaining the answers to these questions. Out of laziness at the time, I decided to answer these common questions and post them to my website. It made it convenient to send a link to the answer rather than write it out, plus I got them to look at my website again. However, people started finding the answers to these questions from all over the world and they started reaching out to me to answer other questions.

As it became harder and harder to rank in the search engines for common keywords that the average person would use to find my business, I noticed that content was a great answer to that problem. People are using search engines to seek out answers to their problems before they pay a professional these days, so why not write answers to those questions. The only issue is that it takes time to write content for your website and it’s not a proven method of driving traffic to the web yet. Soon it will be common knowledge, but this concept is still in it’s infancy.

I have been writing content on behalf of my clients and the results have been staggering. One of my clients, Liquor License Network, has a lot of competition. Besides other Liquor License Brokers with websites in California, the Government has their own website with a ton of content as well. Ranking higher than a Government (.Gov) website is very difficult to do. When we launched his website, I knew that it would be hard to achieve a page one ranking in Google for the search term “California Liquor License,” but I knew that we could rank for search phrases people were using to find answers to their questions about liquor licenses.

One of the first articles we wrote on my clients behalf, “How much does a liquor license cost?” now ranks #1 in Google when you search for that question. It is a common question people have when they are thinking about opening a restaurant, bar or liquor store. Recently, the State of California released an announcement that they will be offering a Priority License which extends the amount of licenses typically made available to certain counties. There is a special filing period and application you need to take advantage of this opportunity. We wrote an article titled, “How to apply for a State of California Priority Liquor License,” which now ranks #1 in Google, right above a Government link on licensing. Obviously, we are quite proud of that accomplishment.

Achievements aside, the content on his website is helping him get more traffic and it would only make sense that he is building trust with potential clients in the process. If it was not for the Google Adword campaign we are running for Liquor License Network, the number one point of entry to his website would be these articles. They rank well and result in inbound traffic to his site.