We get inquiries all the time asking us if we “build links” or implement the latest, greatest code that Google says they love the most (until they don’t love it any more). Lazy SEOs, despite the terrible internet fall-out from Google’s Penguin update in 2012, are still looking for more links to their website, and they’re always trying their hardest to justify any and all links to their site like an addict who can’t shake the habit, just needing “a little something to take the edge off.”
Sorry, bud, you’re eventually going to need quality content on your website that someone would want to find and read. There’s still no way around it.
We’ll address the importance of links in another post, but we will stress here that it is more important – especially for a local, small business – to have quality content that someone would willingly find through Google and want to read. If you’re a local business, Google couldn’t care less how many websites on the internet point to your site. They want to know if you’re the best answer for the person typing a query into Google. If someone searches for “auto repair Tuscaloosa” and you’re an auto repair shop in Tuscaloosa, you’d better make sure the content on your site makes it clear that you’re an auto repair shop in Tuscaloosa.
Google wants to know one thing above all else: Does your website answer a Google user’s query?
Anything beyond this is usually over-thinking it.
If you have a pizza place in Austin, Texas, you want Google to understand who you are and where you are, therefore, on your site, you want to write about your pizza restaurant in Austin, Texas. You can talk about your great-tasting crust, your fresh toppings, your awesome pizza sauces, your beers on tap – all the things that Google would expect to “read” about a pizza place. You’d also want a distinct page on your site that makes it clear to Google that you’re located in Austin, Texas. Usually, a Contact Us page is sufficient for that, but you’re also likely to mention something about Austin, Texas on other pages of your site, too. You’ll do that naturally without having to think about it.
Keep that in mind for any type of website you have. Don’t overthink it. Think about what you want Google to understand about your site, then go write content from there about that subject. Over time, you’ll add more and more to your site and Google will get it… so long as you don’t overthink it.