Last Updated 2019
Love them or hate them? Not seniors, Google!
Either way, you have to respect what Google can do for your business.
Let me let you in on a secret, "Google tells you what they would want to see in content," which can help you dominate your Reverse SEO.
Talk about an open book test.
It is pretty simple when it comes to creating content that Google likes, but unfortunately, many people take the wrong route.
With this method, you will create content that Google deems to be helpful to people searching the topic. What I like to call non technical SEO.
You will also be educating seniors and helping guide them through the Customer Journey that you create for them.
Step 1: The Search
Search "Reverse Mortgage (Your City)."
The first page gives you a wealth of knowledge about what Google is looking for:
What type of ads are showing
Google matches ads to the keywords that is entered into search. Occasionally, you can get some ideas of what Google considers to be relevant content to the topic in search since Google determines placement based on relevance. It's worth it to pay attention to what type of ads show.
Bonus: Did you catch the search city being different from the ad city? Not only is this company potentially paying for clicks that it can never use. It is also an opportunity for you to explore Google Ads to generate leads since your ad will be relevant to the Nashville area if that is where you do business.
Look For A Rich Snippet
These are great at generating content ideas. Google uses rich snippets to answer a key question in the search results without the visitor having to click on anything to get the information.
This is great for you becuase now you have a resource that Google feels gives enough information on the topic in search. Now you can study the content and use the rest of the tips below to create a better resource and possibly win that rich snippet postition in the future.
Is There A Local Search Result
In some markets you will see several local results, zero local results and in this case you could potentially be the only local search result to show on the page.
This post is about creating content but also about becoming an Authority in the space. In this case there is one result and it gives you the opportunity to study the result and find out what you can do to win that space on the page.
Are you interested?: I will not go into detail on this post as it's a little off topic and can get a little technical. If you want me to create an article about how to find and locate important details about a local listing to help you compete and win the top position let me know.
What Type Of Content and Quality of Content Is In the Top Results
You can get a wealth of knowledge about how to proceed with your content here.
Look at the titles, websites and articles to see what Google is considering as relevant content on that topic. If the top spot is just a sales page with little content there is a huge opportunity to create content that positions you as an authority to Google.
The Related Search Section
You will use this to help determine what type of content you will create. This is where Google is telling you what it feels is relevant content to the search topic.
Google thrives on content and delivering quality content to the searcher.
Reverse Mortgages are lacking when it comes to content that educates.
Create quality education content, and you are on your way to becoming an authority in your market when it comes to Reverse Mortgages.
Step 2: Analyze
Only a few of the recommendations above may show and in some cities a lot of these may show.
Depending on what is and isn't showing tells a lot about your unique approach to targeting content for your site.
You gathered all this information from above now it's time to determine what type of content you will create.
Always start with creating a better resource than what's already listed. You may not see local results and automatically want to just dive in and try to get that spot (which you should at some point) but remember we are utilizing what Google is giving us.
If they are not giving you anything about local search then build up content based on what Google is looking for and in the future it may make it easier to gain the local result spot because Google sees you as an authority by all the quality, educational content you are creating in the Reverse Mortgage space.
Step 3: Create
At this point you have enough information to "Create Content for Google that Educates Seniors."
There are many different ways to go about creating content that stands out to Google.
Remember, the main tip to begin with is to create better content that is already on the page.
Bonus Tip: The average word count for content showing in the top search results in Google are over 1,700 words. What I want you to understand is that Google appreciates longer form content. So, focus on creating educational content that is longer which in itself is a large indicator Google uses to determine quality educational content.
There is massive opportunity if you know what to look for.
It's important to remember that patience is vital when it comes to becoming an authority on your topic to Google.
When you don't approach anything involving Google with patience, you open yourself up to spammy practices. This can lead to some significant issues and be entirely counterproductive for your overall goal.
Patience is not something that comes easy to many, including myself! It does get easier when you do things correctly and you start to see all the results that come with it.
This was a general overview of finding possible avenues to become an authority in your market in the eyes of Google, as well as, people who are looking for what you have to offer.
Steven J. Wilson
A Reverse Digital Marketer who has a unique approach for reaching Reverse Mortgage audiences.