Keywords are still important but most searches conducted are question-based, not keyword anymore. For that reason it’s important to think beyond keywords and create content that contains whole phrases of questions that people may ask the chamber to help with.
These types of questions include the obvious like (insert the name of your chamber in the blank):
Why should I join the ____ chamber?
What does the ____ chamber do?
What’s in _________?
What’s there to do in ________?
The last two questions are obviously more important if you run a visitors bureau but many people see the chamber of commerce as a resource for all questions about your town.
What Questions Should the Chamber Rank for?
When trying to decide what questions your chamber should rank for ask yourself what (legitimate) questions you receive on a daily basis. These may change with time of year too. Adjust your content accordingly.
This time of year the following questions might be very popular:
Where are the fireworks in _______?
What time do fireworks start in ________?
Will ______ fireworks be held if it rains?
You could probably rank for all of these quite easily be creating blog posts with these questions as titles or headers. If you don’t have a blog, create content on your website using the questions as headers.
Another important (year-round) question is:
How do you start a business in ________?
If you’re not placing on the first page for this search question, you need to make some adjustments immediately. You want people to think of membership as a necessary part of starting and operating a business in your town.
Just because you want to place well for questions, doesn’t mean to completely give up on keywords, you just need to think in a broader way to be more competitive and cost-effective in search. Valid keyword phrases such as “networking groups in ______” and “building a business in _______” may also be good options for your area. The best way to know for sure is to use Google’s Ad Words tool to test out keyword phrases. See how popular they are in your area and take a look at some of Google’s suggestions.
Must read for all Chamber Professionals...