So creating our content, we want to focus on local content marketing, we need to understand what our back door landing pages, we need to discuss the difference between articles versus blogs, some of the types of content, we also need to look at service pages. And we'll also look have a brief look at information silos, which is going to help you some really basic design principles when it comes to setting out a website. So local content marketing, thinking terms of local interest, hotels, places to visit, think in terms of resources for your target audience, maybe top places to eat think in terms of generating traffic to your site from local people, that might be events. think in terms of broad interest content that draws a wider than local audience, but will still bring the local audience as well. So we can do press releases local resource, guys, we mentioned this before interest content, educational content each time we must think about its local relevance.

So an easy one for local interest is we might have a restaurant that's just launched Well, we want to release that as a press release. We might have local resource guides, so there might be places to visit. If we're a b&b, we want to use that. Or, for instance, we might be a local arts and crafts store. And we know there's beautiful locations where people can paint interesting interest content, it might be how to do certain arts and crafts items. educational content, same again, it's how do we educate someone to do something?

I saw a really good example of this recently it was a local park and so it's a local park which people visit and how do they do some educational contents actually going to get some backlinks or What they did was they arranged a day an event. And in that day in event, there was local butterfly spotting. So they would take the children around and teach them to identify the local butterflies during that particular time of the season, then share that as an event. And then the local newspaper would pick it up, they would link to that and you start getting a lot of different places linking to that, maybe some school websites. And all of a sudden, that becomes really interesting. So that was an event.

But then what they can also do is take some of that information and just create an educational page about it. So we just want to create content that our target audience is going to actually be interested in. So backdoor landing page is something we need to understand. your homepage is not a landing page. Now it can be I use mine in that aspect from SMU heroes, but oftentimes it's not people don't create a landing pages, usually telling something About the business or linking to services or anything back there landing pages where you write interest in relevant articles or blogs, and link to them. So what happens is when people come to your website, it's not the homepage they land on a lot of time is the page you've shared out on social media is the page.

You've linked to the page, you've wrote a guest blog about link someone back to an even deeper resource, backdoor landing pages, the backdoors that people actually come onto your website from. And setting up good backdoor landing page strategy is really useful because if you've got your Google Analytics set up, you can try a campaign. Try sharing on social media, a particular article, see how many bits of traffic you get back onto that landing page is a real good way of testing efficiency of your articles. So for example, you create that page on butterfly spotting. Someone then comes in Google Analytics picks it up. See, they've landed on that page, you've got 100 and Many visitors, you know that that type of content generated another week you did a how to spot different varieties of, of grass in the countryside.

And free people came through, you know where your content is going. But backdoor landing pages are really powerful because they give us different entrances into the website. So if we can create interest or educate, we can get people on there and the homepage is typically not your landing page. Now the other thing is bees and flowers. The more flowers you have, the more bees you'll attract. If you've got to field with one flower, you're going to get one B if you got 100 flowers, you'll get 100 bees.

That's the way content marketing works. So when you start developing a content marketing strategy, you need to make sure that this is something you're going to plan you're going to commit to and you're going to do on a regular basis at least once a month. Now, articles versus blogs, blogs, can be very damaging to your website. If they show your date and you are not keeping up to date with that. So what you'll need to do there is remove the date from your blog's and have them as articles. That way, when someone lands on your blog and you haven't done it for three months, they find an article, it seems relevant and it's not showing an aging website.

Worst thing you can do is create a blog and someone comes 18 months later and lands on that page, because what you've just said to them is, this business is not being maintained. This business is not active. So we don't want to have dates on there. So a blog and an article essentially the same thing, a blog will have a date and article won't. Now obviously, you'll need to keep it as a blog if your information is time relevant. But if it's not time relevant, my recommendation is to create articles just by removing the date.

Try and create a content calendar, like I've mentioned, try to stick to that. So you've got a deadline each month when you're going to do a new blog or a new article. And that's really going to help them we're going to share that out disseminate that onto our social media. And then people can come back generate traffic to the website, Google see that. Now we're starting to create traffic to the website, we're starting to look more relevant and Google are going to reward that. And that's something really important to understand what content marketing, you can have the best website in the world all the best linking.

And if you don't have good content, if you don't have people actually visiting the website, your content marketing won't work. So the key is creating traffic to a page. Now the other thing we need to think about our service pages, so we want to split our services up on our website. Let me just show you what I mean by that. So here's a sample website. We've created we have a very simple homepage.

Now when you click on each of these services, this is an electrician. So when it's an electrician, you don't think there's that many services you can actually split. So how do we do it? In essence, well, what we did was residential interior, residential, exterior, commercial and emergency services. So as you Click on each of these pages, you can see, we've got pages relevant to that particular type of business now the page client had before. And it was a page actually was free pages, terrible website.

So it wasn't really competing as a service page. So we want to compete for residential interior, and all the others. And if we click a link here, we can see our navigation is the same here. So got commercial electrician, Emergency Electrician, I hope you see the point you got split your services up to the target audience, someone who's looking for Emergency Electrician is different, or someone who's looking for someone to install a ceiling fan or some air conditioning. And that way you're going to match more search queries. And we'll look at some of the keyword strategies a little bit later.

And we'll go back to that page and have a look at that when we're doing the keyword section. Now one of the things people do is they create location pages. So they will create Look, they might serve a number of areas locally, and they'll create a location page for, say, individual towns. And when people are searching for electrician, Northampton, they get that there. Now if you notice, when we did this one, we're very clear that Flaherty electrics serves a Tri County, which is Delaware, Montgomery Chester, so we're making sure that we've got some location information actually on the page. Now, in the footer, we actually do have nap data.

So we have to be very consistent with that. With the phone number. Each page has an app data on it. If you're doing a location based site, though, and you want to share different locations, which you service to you might be spread out over a number of cities, for instance, and have changed in each. If you're going to do that and you want to get the local SEO, you have to remove that footer so you don't want conflicting information on the page. Don't create duplicate fingers.

Content today, create 10 pages and then just change the address of each one of those pages Google hate that and will penalize you for it. So when we're creating those location specific service pages, we have to be really careful. We're not spamming. We're not creating content that Google can actually penalize. Then we also need to look at keyword competitiveness. And we're going to do a lot more of that when we come to the keyword section.

We want to make sure we're actually targeting the keywords that actually relate to all our services as much as possible. But like I said, we will discuss that in another lecture. Now, when you're setting up your website, one of the things you want to be thinking about is information silos. Google loves this stuff. So if you've got a commercial photography page, and then underneath, you've got portrait photography, product photography, and architectural photography, Google likes you to structure your page like that, and it's called Building Information silos. And then if you link between each of those and links Back to each of those.

So the architecture of photography has a link to the product and the portray, that can give you a really strong SEO boost. Obviously, this is a really simple diagram of how you might do that for commercial photography. And obviously, you can extrapolate that to your own website and your own subject. But the principle is there. So you might even put another layer under there. So you might do portrait photography.

So you might do wedding portraits, you might do corporate portraits, and so on and so on. But you just want to make sure you keep linking back with some internal linking maybe a small index somewhere on the page, where people can click or sidebar, they can click and navigate back, or maybe just some simple in content, hyperlinks, which says, oh, if you haven't seen my page on wedding photography, go there. So make sure you build these information silos where you've got a heading, and then sub category pages, rather than just having loads of subcategories because what will happen is that internal linking will lift commercial photography page and give that an SEO advantage.