As a chamber you probably have a larger web audience than most of your local merchants. You probably also have a more established, higher ranking website than most of them. Because of this larger audience you can help your member businesses quite a bit through web referrals.
Leveraging Content by Getting Specific
One of the best ways to get Google’s attention is to create good quality content throughout your website; adding to it frequently. A blog allows you to create new, relevant content in a spot people know to look for it.
This time of year content ideas are everywhere. If you showcase members in your content and include links to their sites you can do a lot for them in gaining local exposure and helping Google take notice of them.
But getting noticed during the holiday retail season does take a little know how because you are competing with marketing teams with large budgets. However, the one advantage you have is knowledge of your community and (probably) a high local placement in Google’s eyes.
Providing holiday specific content targeted to your area will help you place in search and stand out in an otherwise congested content area. Here are a few suggestions on how to do that and get more attention for your members:
Placing for “Best Black Friday Deals” is difficult because you’re competing against the deep pockets of retail giants like Walmart and Best Buy, but if you use more specific shopping content like “Best Holiday Deals in Downtown <your town>,” you’ll be more successful.
Get specific in the who as well. When writing a post look beyond the expected titles “Best Gifts for Her” and choose something more specific “Best Gifts for Book-Loving Teens in <your town>.”
Don’t forget to showcase specific types of members in posts such as “Best Bakeries on the East Side of <your town>.”
When creating content you want to keep in mind not only what people will search for but how you can get more specific. Not only does it help in search but it creates more content opportunities.
You don’t need to compete on a national level. You need to only rank high locally. To do this get as specific as possible and create content people will share. There’s no better way to solicit shares than by featuring your members.
