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Can you ever have too much content in your content marketing strategy?

How to improve your content marketing strategy

Are you looking for effective ways to get traffic to your cleaning company website? Well, content marketing is one of the best strategies you can implement to generate targeted traffic for your website. At the same time, you may be wondering how much content do you really need, or can you ever have too much content in your content marketing strategy? In this post, you’ll learn why content marketing is important, how to get more traffic from it, and if you can have too much content on your website.

Why content marketing is important to your cleaning company website

If you aren’t very familiar with different marketing strategies you might not realize the importance of content marketing. Content marketing has several benefits such as boosting traffic, building credibility, and lead generation.

As you probably already know, most people do business with companies that they know, like, and trust, and that they feel know what they are doing. When you implement a content marketing strategy it can build rapport, showcase expertise, and build trust.

In addition to that, a lack of content can actually have the reverse effect of causing distrust, and it can make your business seem less credible and shows a lack of expertise. These days it’s not very hard to put together a simple website with generic photos, no content, and a cookie-cutter theme.

Certainly, having a website like that is better than nothing, but it also doesn’t do anything to make you stand out from the competition. Plus, if you look like everyone else, a potential customer might as well hire anyone else too. Having little to no content could be a reason people don’t hire you, so it is something you should keep in mind when building your website.

How to get traffic to your cleaning company website

We wish there was some kind of magic secret for how to get traffic to your website, but the reality is there are only four ways to do it. The main four ways to get traffic to your cleaning company website are networking, offsite SEO, paid advertising, and content marketing.

Networking is when you join groups like BNI or your local Chamber of Commerce and attend their member events (both in-person and online). This marketing strategy is about building relationships in order to build your network. When you talk to people at networking events, they may or may not be potential clients, but they will often visit your website to do further research on your company.

After you begin networking and your relationship with prospects grows you can move into selling. This also can lead to people going to your website. Those that don’t buy from you immediately will likely visit your site to do additional research on your company before making a decision.

The next method is offsite SEO. Offsite SEO is when people come to your website from content outside of your website. This can include things like your Google My Business page, directory listings, and social media posting.

Paid advertising is another strategy to get traffic to your cleaning company website. This can be things like Facebook Advertising, Google Advertising, and even traditional media like T.V., radio, or newspapers.

The fourth key pillar for getting traffic to your website is content marketing. If you don’t have a content marketing strategy for your cleaning business you are missing a huge amount of potential traffic for your cleaning business.

What kind of content should you create for your cleaning business

When it comes to content and what you should put on your site there are a few categories that tend to work best. Regardless of the specific page you are creating, you want your content to be educational and value-based.

With that in mind, there are a few base foundation types of content you should create. These pages are industry pages, service pages, location pages, and blogs. You’ll also want to have an about page on your site and a request an estimate page as well, but they are pretty self-explanatory.

Industry pages highlight specific industries that you currently do business in or that you would like to expand your business into. On these pages, you should describe the services you offer that would benefit those types of industries, explain your processes, and highlight testimonials.

Service pages are similar in that you describe your process and highlight testimonials and showcase the benefits of using that service. Location pages simply highlight your services, describe the benefits customers get, and then mention the city you do business in and link to relevant resources related to that location.

Finally, you can incorporate blog posts to target other relevant topics that your ideal customers should know about related to your services.

How SEO and content marketing work for a cleaning business website

There are a couple of things to understand when it comes to how SEO and content marketing work together. A key factor for pages showing up on search engines is that the content needs to be optimized for specific keywords.

For example, if you want a page to show up in relation to commercial cleaning, you need to use the words “commercial cleaning” on the page. Now you don’t want to haphazardly just put “commercial cleaning” repeatedly on the page, but to systematically use it on the page.

Ideally, you want to create pages that target all of the keywords that your ideal customers will be using that provide a strong buying signal or are a part of their research phase. For example, if you want to find customers that want to hire a cleaning business for floor polishing, you would want to create a services page dedicated and optimized for floor polishing.

Some base types of pages we recommend creating to build a solid foundation of content and to optimize SEO for cleaning companies are industry pages, service pages, location pages, and blog posts.

How long do content posts need to be?

By now you’ve probably realized the many benefits of using a content marketing strategy, but how long should your content pages actually be? Years ago you could get away with just simply having a page on a topic and you would likely get some traffic.

Unfortunately, those days are long past, and you actually need more than just a few hundred words on a page if you actually expect to get any traffic to those pages. Certainly, having a page to show you offer a service and work in an industry is better than nothing, but from an SEO standpoint, a page of a couple of hundred words does virtually nothing for you.

How long your content needs to be can really be defined by your competition. For example, if you are trying to have a page show up in your local area and the current #1 ranking page has 700 words you might be able to rank better with a page that is 1000 words.

Obviously, word count isn’t the only ranking factor for a page on Google, but an extremely short page isn’t going to rank. Typically we recommend pages of at a minimum of 750-1000 words as a foundation.

The more in-depth and valuable you can make the content the better. The better a post answers the given search query, the more likely it is going to do better in search. Focus on building a quality page of content that does the best job of providing value for a person using the keywords your page is trying to target.

Can you have too much content on your cleaning business website?

Sometimes the question of can you have too much content on your cleaning business website comes up. It’s possible to have too much content on a single page in very rare cases, but other than that, there shouldn’t really be a limit to the amount of content you can have on your website.

One way to look at content is like a billboard advertising your business. Would you want one or two billboards out there advertising your business or to be adding new billboards as frequently as possible?

Certainly, you want more advertisements rather than less. One of the few cases you would want to limit your content would be on a specific page. We have seen some cases of a website having 3000 plus words on a home page, with much of the content being irrelevant. The key word there is irrelevant. 

If you have content that is relevant to the topic you are talking about, having 3000 words might not be an issue. In fact, it could be a very comprehensive post that has the potential to bring thousands of targeted visitors to your website.

Basically, you want to create as much relevant content as possible that is going to target the right keywords to attract your ideal customers.

When it comes to content marketing is it quality over quantity?

Similar to the question of too much content is if you should focus on quantity or quality. In our opinion that is kind of a silly question in the sense that you should be striving for both quality and quantity.

You want to have as many quality posts and pages on your site as possible because it will just continue to build a solid foundation for organic traffic for your business. Also, the answer to this question depends on your marketing budget and the time frame you need to generate results.

Content marketing and writing quality content can be time-consuming. Also the time it takes for content to organically begin to rank could realistically take several months. The good news is that once a content page is built it can continue to get traffic to your cleaning business website indefinitely. Check out the photo below for an example of how content grows over time.

blog post traffic growth

Building content is like farming, you first plant the seed, and then a few months later you start to see results of what you planted. Also, you could plant one seed, or you could plant many. If you plant many, it still takes time to grow, but your overall harvest is much bigger. It is the same concept with content marketing.

By creating a lot of quality content you can eventually build a large source of ongoing organic traffic. If you need leads and traffic quickly, you may want to focus on paid advertising in addition to content marketing.

Measuring the success of content marketing in Google Search Console

You also might be wondering how to track the success and results of content marketing and your SEO efforts. There are a few ways to see results from content marketing, but the simplest to understand is going to be with Google Search Console.

Google Search Console tracks all the traffic that comes to your website through organic search on Google. Below is a picture of a client of ours and their organic growth over time as we have continued to build content for them.

Google Search Console and tracking results from content marketing

This started as a site with little content and few words on each page. As you can see, as we built more comprehensive content, the traffic on the site started to grow.

With Google Search Console you can even see which specific pages on your site get the most clicks and from what search terms people are finding the content.

Using Google Analytics for advanced tracking

Another tool you can use for tracking is Google Analytics. With Google Analytics you can track and see all visitors to your website. This can be traffic that comes from outside sources and not just from SEO.

With Google Analytics you can even set up specific goals you want to track on your site. Goals can be found under the gear icon and admin section of your site’s analytics. (See photo below).

Goals in Google Analytics

For example, you could set up a goal that tracks estimate request submissions. Each time someone comes to your site and fills out a submission and reaches the thank you page it can be counted as the goal having been met.

With goals you set up you could even see how many people come to your site from a specific page of content and then end up becoming a lead. This may sound pretty advanced, and in many ways it is. Because of how complex this can get you need to be careful of paralysis by over-analysis.

You could spend hours setting up goals and over-analyzing each page on your site to find where exactly each visitor and lead comes from, but unless you have unlimited time or vast resources to spend on analysis, your time is often better spent elsewhere.

Understanding the basics of analytics is important, but outside of that, spending time building more relevant content to attract more visitors is usually a better allocation of resources.

Conclusion

Overall when you use content marketing the right way you can never have enough content. With content marketing, you can build a foundation of organic traffic to your website and build trust, credibility, and authority with potential clients.

The types of content you should put on your cleaning business website can include industry pages, service pages, location pages, blog posts, and more. To build a successful content marketing strategy you need more than a lot of pages. Your pages need to be quality and of a significant enough length to be discovered by Google and other search engines.

Also, understand that content marketing is a process that takes time. Similar to farming, your content marketing strategy won’t happen overnight, but when your “harvest” does come in, it can bring returns for years to come.

There are various ways to track your results from content marketing including Google Search Console, and Google Analytics. At the same time be careful of paralysis by over-analysis.

Too often we see companies spend too much time analyzing data down to the smallest degree instead of focusing on their content marketing strategy that is actually bringing in the traffic. Implement these content marketing tips and you’ll have more quality traffic to your site sooner than you might think!

P.S. If you are struggling to get quality leads for your cleaning business, Click Here to Learn How to Get More Clients for your business with these Top 10 Lead Sources For Cleaning Business Owners.