As a longtime craft beer aficionado, I decided a few months ago to try my hand at brewing my own beer. After a few batches, and a number of successes (a great tasting coffee stout) and failures (the India pale ale that won’t stop foaming when I crack open a bottle), I can say that I’m positively hooked; I have about 10 years worth of recipes in my queue, waiting to be brewed.
So during my current brewing obsession, I began thinking how homebrewing relates to my job (yep, I’m a deep thinker). I then realized that SEO content writing and the brewing process have a few parallels. This also makes a good comparison, because homebrew supply stores are doing a lot of their business online these days and sites that rank well are bound do to more business. So grab a brew and I’ll tell you why.
Cleaning and organizing
In brewing, perhaps the most important part of the process is making sure all your equipment is properly sanitized. If you skip this step, contaminations occur and all your work is for naught. Keeping your process organized also helps ensure that you don’t skip a step and that you work efficiently. When it comes to developing SEO content for your website, it pays to first take a look at how well your content and products are organized. For example, if I head to the Midwest Supplies website, it’s easy for me to find the section for brewing kits, and helpful that they are organized by style. Visitors should be able to find the content they are looking for.
For most homebrewers (myself included), jumping immediately into all-grain brewing is too daunting, so extract brewing – using premade malt extracts instead of doing the extracting yourself – is the place to start. The same holds true for websites: If you have thousands of product pages that could use content, start with the ones that are most important to your business.
A helpful recipe
Both Midwest Supplies and Northern Brewer have won my favor because they not only offer detailed recipes with their brewing kits, but also post them online. Just as a detailed recipe can guide your brewing process, an SEO writer or SEO consultant can guide you and help identify where to focus your efforts on your site. An SEO copywriter should be able to carefully place keywords within your content to help searchers find you.
Impatient homebrewers end up with bad beer, because they don’t let it ferment long enough. Patience with the process pays off when it comes to SEO, too. As you continue to build out your pages, develop your blog and promote your content through social media, you’ll start to realize the results you are hoping for. But it is a process and it takes time and effort.
Count on community
One great thing about homebrewing is the sense of community among brewers, and the willingness of fellow brewers to share tips. I consider Ryan Donelon, a media buyer in our Adfusion division, who has been brewing a lot longer than I have, an invaluable resource. Your content should also promote community. Think about adding a space for product reviews and opening your blog to comments. Interactive content is likely to attract more visitors.
The fun thing about homebrewing is that the more you do it, the easier it becomes and the more you want to branch out and try more complicated recipes. And the same goes for SEO, once you start seeing results, you’ll want to continue to implement strategies that will help you climb up the rankings.