How Content Helps Even When Content Isn’t Seen

Here’s how content on your website can help you generate business, without people ever seeing that content.

Google will often add additional context to the local pack or map pack (image below) that signifies that you have content on your website related to someone’s search query:

In the above image you can see under our listing it says, “Their website mentions seo and manufacturers”

This shows up in the search results and the words are bolded because we used them in a Google search. Because of this, we have one of the best opportunities to get the searcher’s attention.

But not all searchers behave the same way.

• Some will click our Google Business Profile, read reviews, call, message us, etc.
• Some will hit the website link (which just goes to our home page, not the page about SEO and manufacturing).
• Some will click the link and seek the content that best matches their query.

The point is that the mere existence of the content can give you the visibility that could lead to new business opportunities, and there are scenarios in which the searcher never interacts with the content that gave you that visibility.

The crazy thing is that Google won’t always give you that indication right in the map pack.

So even when it’s not mentioned, it’s often the help of your site’s content that gets you in those positions.

More Search Scenarios

The reality is that gaining search engine real estate creates an infinite number of paths for people to follow in order to engage with your brand.

• Some users will search and explore multiple businesses, write a few names and URLs down, and then send them to their bosses and say, “these look like good potential companies.” And you’ll almost never know it was SEO that brought them to you.
• Some users will come back to search engines multiple times to continue exploring topics in new ways, with new words that they now understand. Each time your business name comes up in search, a little deposit is made in their mind where they begin to trust you and see you as the expert, the most helpful brand.
• Some users will not use search engines at first. They’ll just ask around for referrals, but they’ll Google your name or enter your URL and evaluate and validate your trustworthiness based on a great website experience with helpful content that matches their needs.

What You Can Do About It

Keep helping your customer with helpful content.

You might be thinking, “but I have done that already.”

No. It’s never over. Keep going.

You might have tried, but have you done quality control?

Have you validated that you indeed have some of the best, most unique content the internet has to offer for a particular topic (small group of keywords)?

Check the search results.

There’s a good chance you need an outside point of view. A content audit that compares your content to what’s available in the search engine results pages.