Episode highlights:

Google creates a “Canonical URL” which it attributes to the first website that publishes a piece of content. If two sites have duplicate content, Google will ignore the site without the Canonical URL when ranking for SEO. This is why it is imperative to create unique content for your company and your clients.

Differentiation comes from how you describe the problems people have and provide content to guide people to the solution. When crafting your messaging, consider how people approach the problem both internally and externally.

A great source for unique content is any emails with customers where you solve a problem they have. You can write problem-based content that speaks to FAQs and common problems. This kind of content is great for SEO.

Video is very powerful from a content repurposing perspective, it creates a “Little Content Machine.” You can post the full video, put the transcript on your website, create a blog post based on video, post clips of video on social media, pull quotes from the transcript and blog for social media, and publish a press release for inbound links.

Creating video content doesn’t have to be a very elaborate and expensive process, it can be very easy and low-budget while still being good quality and impactful. Even just using a cellphone camera can be enough to produce content your company can use.

Google uses “Review Velocity” when ranking for local search results. Review Velocity refers to the frequency of new reviews your business gets on Google. Old reviews “degrade” after ~6-months and Google marks them as less important.

At present, customers have a huge amount of control over the Buyer’s Journey, so it is very important to be making the kind of content that your customers really respond to.