illustrations of hands writing on paper, on phone, and on typewriter

November 18, 2019

Lisa Missenda

SEO (search engine optimization) can be a daunting task for many business owners. There is a tendency to simply buy a Google ad and consider it done. But with just a little effort, the ROI of your Google ad could be much higher and significantly more beneficial to your company. 

There are many simple strategies you can use to increase your Google ranking and SEO score. Today, we are going to focus on the benefits writing long-form content. 

Time is money. The last thing any business owner wants to do is spend their valuable time writing a long-form piece of content for their website. But that is exactly what is required to get your website ranking well in Google’s search engine. And this small investment of your time can end up paying huge dividends in the form of increased sales and higher profits for your business.

Benefits of Long-form Content

What are some of the benefits of writing a longer piece of content for your website? Firstly, it gives you ample opportunity to share your unique perspective and experience with your clients. You work hard at what you do, and only you know the ins and outs of the job. Sharing this information with your clients is a powerful way of demonstrating your skills and expertise in your field, thus building credibility and a connection that will keep them coming back to you above all others. 

Secondly, longer content indicates to Google’s search engine and algorithm that you are an authority on the content you write. This authority ranking helps new clients find you on the expansive world wide web. 

How long did you say this has to be?

Many ask how long is long when it comes to writing content? You can get as many answers to this question as there are people asking it. Neil Patel suggests 3000+ words. But that’s not just any 3000+ words, we’re talking about 3000+ contextually relevant words.  

That can seem like a lot of work when you’re just starting out, but it’s well worth it! Studies  have shown that long-form content creation can lead to an increasing ROI over time. Your long-form content can even become evergreen content, meaning it can continue to drive interested clients to your website long after you have posted it. 

We believe that a more balanced approach to creating content is to aim for anything over 500 words—but focus on making it the highest quality content possible. This is especially true for small- to medium-sized local businesses. Your time is valuable, and your clients’ time is valuable. For many you, the goal is simply to level up your local marketing efforts, not create a worldwide buzz about your business. So, we suggest that you start small and work your way up to those longer and more in-depth posts as your business grows. 

First Step

The first step to writing longer content is to write about what you know. You know your business. You know why you are in business and you know your story. This is a great place to start. 

Ask yourself: Why did I start my business? What need did I see that I could help my clients solve? What is unique about the way my company solves problems for clients?

I guess you could say that the first step is to do some thinking about your company, WHY it exists, and how your company uniquely solves the problems of your clients. 

How can I get this done with my busy schedule?

Making time for marketing is one of the most difficult parts of running a small business—especially if your days are filled with trying to meet your client’s needs. If you want to thrive (not just survive), it’s time to step back and find some ways to work on your business and not just in your business. 


Think about outsourcing your long-form content. There are many skilled copywriters who can help you create compelling, contextually relevant content for your clients. Marketing firms like White Hart Insight can be a great resource for getting started. 

Encourage an Employee

It is surprising how many employees have a passion for something completely different than their jobs, like writing. Most employees are looking for a way to integrate their passion with their current role. This is a great opportunity to learn more about your employees and encourage them to become a vital part of your company’s growth. 

Start Small and Build

Sometimes the only option is to start small and build. A consistent small effort on a regular basis can make a huge difference when it comes to reaching your goals. Every tiny step you take levels up your business, creates an ROI, and generates more opportunities to help your clients with their problems and challenges. 

If you have any questions about SEO, long-form content creation or how it can improve your reach to your target audience, we would love to talk with you.


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