This post is the 3rd post in my series on “Simplifying SEO for Small Businesses.

SEO writing isn’t the same kind of writing you learned in high school.

In fact, you don’t even have to write in complete sentences, bullet points are just fine!

And nothing about the writing you give to your SEO agency needs to be elegant or grand.  

Your SEO agency simply needs a bulleted list of stuff you know that someone outside your industry might not know.  

For example, I love to do laundry, so here’s a bulleted list I could give my SEO agency for a blog post that they could write for me:

  • Use only 2 tablespoons of liquid detergent in the washer. Anything more will leave soap on your clothes. I use any liquid detergent that’s on sale.
  • Use 3 tablespoons of cheap white vinegar in the fabric softener dispenser. This will soften your clothes and get any extra soap out of them.
  • Use warm water, even for colors.
  • Use a short cycle (like 30 minutes), so your clothes aren’t mangled in the washer.

Notice how the above bullets about laundry:

1. Reflect the point of view of someone who LOVES laundry.

2. Introduce unique terms that a true laundry lover would know. For example, I bet you’ve never heard of Sodium Percarbonate!

3. Gives your SEO agency a lot of great information to use that may not already be available on the World Wide Web.

Laundry supplies including white towels, clothes pins etc.

The SEO writer at your agency can now take this “insider-laundry-content” and write a nice 300-400 word post for me.  


“But, I REALLY can’t write/hate to write/won’t write.”

If you know you’re simply not going the write stuff for your website, here are a few options:

  • Have your salespeople who are close to your customers and know their questions, write some bullet points. Answer questions that customers most often ask them with nuanced insider information that’s not widely available on the web already.
  • Ask your staff – someone you employ has to likes writing. Make them in charge of “collecting bullet points” for you.
  • Hire your kids – they’ve heard you talk incessantly at the dinner table about the pitfalls and upsides of your business – put their knowledge to good use. Just be sure that they talk with your staff and really dive into the subtleties of the subject matter.

Remember, Google is easier to please than your high school English teacher.

Google rewards the following types of things with higher search placement:

  • “Industry insider” information that only someone grinding in the day-to-day of your business would know.
  • Bullet points and even incomplete sentences that are skimmable to reader. (See what I did there? That’s an incomplete sentence!)
  1. A different point of view that’s not widely available already on the internet.

Here’s a template that’ll help you easily write SEO content.

My next post in this series: Simplifying SEO for small businesses, will focus on the problem that plagues businesses large and small:

“But I have no photos of my own for my website!”

You just read Day #3 in my series: “Simplifying SEO for small businesses.”

Day #1 is here.

Day #2 is here.

Day #4 is here.

To get all the posts in this series as they’re released, subscribe here.

Are you a CertaPro colleague of mine? I have a subscription bonus just for you!

If you found this helpful, consider forwarding it to a friend. Here’s the link.