Why Your SEO Strategy Isn’t Delivering Results

SEO is one of those marketing buzzwords that everyone talks about and no one seems to truly understand. Business owners probably get a dozen emails a day from companies promising to rank on the first page of Google, yet very few business owners I’ve talked to have ever had an SEO strategy successfully executed and implemented. Why is that?

With over 90% of online experiences starting with a search engine, your business’s visibility directly impacts revenue potential. We’ve seen this directly. One of our clients launched in April of 2024 and within six months over 75% of their revenue was coming from organic search. Yet we’ve also seen it the other way, with businesses laboring to generate any leads online for years before making their mark.

In this blog we’ll explore strategies that any business can use, while taking time to separate winning strategies from strategies that waste time and money.

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The Ultimate Goal

At the end of the day, creating content is simple, because it comes down to one ultimate goal: create content that your audience wants to consume. One of our clients is a lender that works with real estate investors. For them, their audience (real estate investors) want to know about industry trends, how-tos that can support their businesses, and information that is going to help them be better investors. Another one of our clients builds custom homes. For them, while their audience does enjoy informational content, they also want to see aspirational content that inspires potential customers, and eye-candy content that builds trust with their audience. One could go on and on with different specific points and strategies, but the point is that each business has a unique audience, and your content strategy should be focused around providing valuable content to that audience.

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How to Operationalize Your Content Strategy

Once you’ve identified the content that your audience will enjoy and that your team can effectively produce, it’s time to start creating. Oftentimes this is where teams get stuck.

Don’t let perfection be the enemy of progress.This process will look different depending on the type of business you’re in, but generally speaking you can follow the process below to start getting great results.

First, create a list of topics that you or your company are an expert on AND that your audience cares about.

Next, write out a list of questions that your audience might ask that are related to those topics you’ve listed.

Then, create content that answers those questions!

The exact way you do that will vary depending on your style, budget, resources, etc, but at the end of the day the most important aspect is that you get started. Then you can hone in on where you want to spend most of your time, whether that be on TikTok, like what Poppi did, on LinkedIn, your own website blog or newsletter, or on YouTube.

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Get Specific

If you’re a small or midsized business, you’re probably not going to immediately start outranking the Fortune 500 business in your industry that has been investing millions in marketing dollars for decades. That’s just fine! Your customers don’t want to work with those Fortune 500 businesses anyways, so you can focus on identifying specific niches where you can win. For example, a client of ours is a boutique business consultancy. They’re not going to outrank Mckinsey and Bain, but we’ve worked with their team to develop a strategy that is focused around expanding roots into the niches that they already have a presence. They are speaking at trade shows, creating content specific for trade associations and specific businesses in Dallas and Houston, and are winning because they’re specific with their content.

Make Videos

Video is one of the most effective tools for boosting SEO and driving conversions. When hosted on your website and YouTube (the second-largest search engine), it:

Increases on-page time, which signals quality content to Google.
Generates backlinks when shared, improving domain authority.
Provides additional ranking opportunities in video search results.

We get it, making videos is hard. It takes time, it takes planning, all of this. But that’s also why your competitors aren’t doing it either. Taking the time to create videos, whether you start out on your own or work with an agency like ours, allows you to get in front of your audience in a differentiated way that most of your competitors won’t do.

Distribution

Creating great content and video is only half the battle—you need effective distribution to maximize its impact.

YouTube Optimization: Post videos with keyword-rich titles, detailed descriptions, and custom thumbnails. Add links to your website.
Social Media Distribution: Share content + video combos on LinkedIn, Facebook, and Instagram with compelling captions and relevant hashtags.
Email Marketing: Include embedded videos in newsletters to boost click-through rates.

Each business will have a unique distribution strategy according to where your audience hangs out and where you can have the most impact, but the last thing you want to do is spend all of this time creating content just for it to go nowhere.

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Just Get Started

Content Strategy is an ongoing process. More than likely, you’re not going to do it perfectly right away. That’s okay. Get started today, begin gathering data and measuring results, and then hone in on what’s working and adjust what’s not.

For businesses in DFW, crafting a content marketing strategy that pairs with video can be a game changer in the long run.. This strategy boosts search rankings and drives local traffic, builds trust, and generates more leads.

At The Courtside Group, we help midsized DFW businesses create high-impact content and video strategies that puts our clients ahead of their competition.

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Why Your SEO Strategy Isn’t Delivering Results