09/10/2026
Local SEO - Experience, Expertise, Authority, & Trust (E-E-A-T) For Small Businesses
Evaluate your business's social media posts, blog posts, and other content to determine how it helps your target audience. Top-of-funnel educational content is about brand awareness - nothing else.
Write about your expertise and learned experiences from the business. Social Media in all forms is top-of-funnel content.
For example, Ryta (fictitious) writes about her experiences with using certain types of wicks and waxes that leave black soot and what to look out for when purchasing candles. She may include offers like coupon codes in her blog post and internally link to the e-commerce pages for non-soot candles. But her top-of-funnel content is educational and teaches people what to expect from her candles and how her candles solve the black soot problem. The content is helpful.
Once you have earned the audience's trust, you can use heavy sales copy on middle- and bottom-of-funnel content pages. These pages increase the likelihood of monetary conversions (usually purchases).
There is a time and place to heavily promote your product or service - with paid media strategies like Google Ads, YouTube Ads, Microsoft Ads, Facebook Ads, etc. Ryta saves her promotional ad copy (coupon codes, call out), landing users directly to what they are searching for with category pages or specific candle pages). Almost all paid strategies should link back to owned properties like the business's website (it's an analytics thing for us!).
We are creating a guide to take the guess work out of knowing what writing style to use during each phase of the marketing funnel.
But you can only get the WRITING GUIDE if you join the LocalSEO BluePrint by Cliively Digital Marketing. Keep scrolling for the link.
It's free to join and we are too lazy to spam you. We try to keep emails to 1-2 times per week (maybe skipping a week here and there because we don't feel like creating all those emails).
https://www.cliively.com/join-the-seo-blue-print-by-cliively-digital-marketing/