Search engines love content. In fact, it’s one of the most important factors for ranking well on Google in 2025. Yet many businesses still overlook it or assume it has to be complicated. Here’s the truth: content doesn’t have to be perfect or lengthy. It just needs to be useful, relevant, and keyword-friendly.
Why Search Engines care about words (not just pictures)
Search engines index text – not images, videos, or graphics. While alt text and structured data help, your rankings mostly rely on what you write. Yes, it’s technically possible to rank with minimal copy and lots of images (especially if you have strong backlinks), but most top-ranking websites are rich in high-quality written content. If you want long-term visibility, aim for depth and relevance.
Find target keywords that your competitors overlook
By this, I mean see what random things your audience searches for to do with your product or service. Try this:
- Use tools like Google Search Console, Semrush, or Answer the Public to uncover what people search for
- Add your location to keywords: “Solicitor in Dover” or “Vegan Bakery Folkestone”
- Keep an eye on variations: “wedding photographer” vs “event photographer” vs “photographer for hire”
Long-tail keywords are less competitive and often convert better.
Create libraries of content
I understand business find it difficult to produce content, and when your competitors have hundreds, sometimes thousands of pages of content it’s often hard to compete. Find articles that are to do with your sector and summarise them on your website, whilst posting a link to the original source. This is covered under fair use copyright, as you are not claiming as your own. Always link back to the original owner as otherwise it would count as plagiarism. While you’re doing this, why not ask the article writer to link back to your website in return? It’s beneficial to you both.
Review products or services that are in your area, like me for instance. I say my opinions on Buffer, Sprout Social, Canva, PicMonkey etc. Put plenty of keywords into your reviews and summaries, you never know, one day people might send you free stuff to review.
Answer your audience’s questions
Every time a customer asks you a question, you’ve got potential blog gold.
“What’s the difference between gel and acrylic nails?”
“How do I renew my UK passport?”
“Is this dishwasher eco-friendly?”
If one person’s asked it, others are Googling it. Regular blogging on real questions builds trust and helps your rankings.
While, at the time you probably gave a shorter answer, you should elaborate deeper on the subject. If somebody wants an answer to a question they literally type it into a search engine and see what comes up, which is why Yahoo Answers and Ask are so popular. Having a blog increases your SEO substantially when updated regularly.
Product information as content
If you are distributing another companies products, contact them direct an ask for any materials that you can use on your website. This can be technical information, brochures or press releases. Many are happy for you to reuse this content (especially press releases).
Add your own spin to make it unique – e.g., “Why we chose this product” or “Top features our customers love.”
Don’t forget your keywords
Whatever you’re writing.. Be it reviews, product pages, blog posts, make sure to naturally include descriptive keywords such as:
Your core product/service terms
Descriptive words (e.g., soy wax candle, floral scent candle, vegan-friendly)
Related keywords: “aromatherapy”, “relaxation”, “gift ideas”, etc.
Search engines need clues. Keywords help your content show up in the right results.
Remember, you want content that has your keyword, including longtail keywords.
Need help with your SEO?
Whether you’re looking to grow local visibility, improve your rankings, or build a content strategy that actually works, I offer flexible, no-fuss SEO support for businesses like yours.
✅ Keyword research
✅ On-page optimisation
✅ Content planning and writing
✅ Local SEO & Google Business Profile support
✅ Monthly reports with clear, jargon-free insights
Let’s get your website working harder for you.
Get in touch today for a free initial consultation and let’s talk about how we can boost your online presence.
