The Food Business Success Podcast: What You Need to Know About SEO

In this insightful episode of The Food Business Success Podcast, host Sari Kimbell sits down with Chuck Aikens, founder of Tymoo, to discuss the often misunderstood world of Search Engine Optimization (SEO) for small food brands. With over two decades of experience in website development and marketing, Chuck brings a wealth of knowledge to help food entrepreneurs navigate the complexities of SEO and content marketing.

Understanding SEO for Small Food Brands

The conversation starts by addressing a common misconception among small food brands: the expectation of immediately ranking high in search engine results. Chuck emphasizes that SEO isn’t just about technical optimizations; it’s about creating valuable, relevant content that aligns with your brand identity and meets your target audience’s needs.

Key Takeaways

1. SEO starts with understanding your target audience and their problems.
2. Focus on creating helpful content that answers user queries.
3. Small brands may struggle to rank for broad product searches initially.

Building a Strong Foundation

Chuck stresses the importance of laying a solid foundation before diving into SEO tactics. This foundation includes:

• Defining Your Target Audience: Create detailed personas to understand your ideal customers.
• Crafting Your Brand Promise: Clearly articulate the value you offer to customers.
• Establishing Your Brand Voice and Tone: Develop a consistent communication style.
• Conducting Competitor Research: Understand your market positioning.
• Performing Keyword Research: Identify relevant search terms for your brand.

By investing time in these foundational elements, you’ll be better equipped to create content that resonates with your audience and aligns with search engine algorithms.

The Three Waves of Content Marketing

Chuck introduces a framework for content creation that he calls the “Three Waves”:

Wave #1: Informational Content

• Purpose: Educate your audience about your product and its benefits.
• Examples: FAQs, product descriptions, health benefits of ingredients.
• Placement: Blog posts, product pages, website copy.

Wave #2: Lifestyle Content

• Purpose: Show how your product fits into customers’ lives.
• Examples: Recipes, “best snacks for…” lists, usage scenarios.
• Placement: Blog posts, social media, collaborations with influencers.

Wave #3: Narrative/Thought Leadership Content

• Purpose: Connect with your audience on a deeper level, showcasing your brand’s unique perspective.
• Examples: Brand story, founder interviews, company mission and values.
• Placement: About page, blog posts, podcast appearances.

Chuck emphasizes that while all three waves are important, brands may choose to focus on one or two based on their resources and goals. The key is to create content that serves a purpose and adds value to your audience’s lives.

Leveraging AI and Automation in Content Creation

One of the most exciting aspects of the discussion is Chuck’s insights into using artificial intelligence (AI) and automation to streamline the content creation process. Here are the key points:

• Start with a Strong Foundation: Don’t jump straight to AI-generated content without first establishing your brand basics (personas, voice, etc.).
• Use AI as a Starting Point: Generate initial drafts or ideas using AI, but always refine and personalize the content.
• Maintain Brand Consistency: Feed your AI tool with your brand information to ensure generated content aligns with your voice and values.
• Be Mindful of Data Privacy: Avoid inputting sensitive customer data into public AI tools.
• Fact-Check and Cite Sources: Use tools like Perplexity AI to ensure accuracy and provide proper citations, especially important in the food industry.
• Iterate and Improve: Use AI to generate multiple content ideas, then test and refine based on performance.

Chuck’s Tidal Wave Content platform aims to simplify this process for small brands, offering tools and templates to guide users through content creation and SEO optimization.

SEO Strategy for Small Food Brands

For small food brands looking to improve their search engine visibility, Chuck offers several strategic insights:

1. Focus on Topical Authority: Instead of trying to rank for broad product terms, aim to become an authority on specific topics related to your niche.
2. Create Helpful Content: Google’s recent “Helpful Content Update” prioritizes content that provides value to users. Focus on answering your audience’s questions comprehensively.
3. Micro-Segment Your Audience: The more specific you can be about your target customer, the easier it is to create content that resonates.
4. Align Content with Brand DNA: Choose topics that naturally fit with your brand’s essence and your personal interests. This authenticity will shine through in your content.
5. Test and Learn: Don’t be afraid to try different content approaches. Monitor performance and double down on what works.
6. Think Beyond Product Pages: While optimizing product listings is important, creating supporting content (like recipes or educational articles) can help establish your brand’s authority in search results.
7. Integrate SEO with Overall Marketing Strategy: SEO shouldn’t be a standalone effort but should align with your broader marketing goals and campaigns.

Overcoming Common SEO Challenges

Chuck addresses several challenges that small food brands often face when implementing SEO strategies:

• Limited Resources: Recognize that you don’t need to do everything at once. Start with foundational elements and build gradually.
• Lack of Technical Expertise: While technical optimizations are important, content quality and relevance are often more critical for small brands.
• Difficulty Measuring ROI: Be patient and set realistic expectations. SEO is a long-term strategy that builds over time.
• Keeping Up with Algorithm Changes: Focus on creating valuable content for your audience rather than chasing algorithm updates.
• Competing with Larger Brands: Identify niche topics where you can establish authority without directly competing with industry giants.

The Importance of a Holistic Approach

Throughout the discussion, both Sari and Chuck emphasize that effective SEO is not just about rankings or traffic—it’s about creating a better overall online presence that serves your customers and supports your business goals. Here’s why this holistic approach matters:

1. Improved User Experience: By focusing on creating helpful, relevant content, you’re not just pleasing search engines—you’re providing real value to your website visitors.
2. Brand Building: Consistently publishing high-quality content helps establish your brand voice and expertise in your niche.
3. Multi-Channel Benefits: The content you create for SEO can be repurposed across other marketing channels, such as social media and email marketing.
4. Customer Education: Informative content helps potential customers understand your products better, potentially leading to more informed purchasing decisions.
5. Long-Term Sustainability: By building a solid content foundation, you’re creating assets that can continue to drive traffic and engagement over time.

Key Takeaways for Food Business Entrepreneurs

As the conversation wraps up, several key takeaways emerge for food business entrepreneurs looking to improve their SEO:

• Start with Strategy: Before diving into tactics, define your target audience, brand voice, and content goals.
• Focus on Value: Create content that genuinely helps your audience rather than just trying to game the search algorithm.
• Be Patient and Consistent: SEO is a long-term strategy. Consistent effort over time will yield better results than sporadic campaigns.
• Leverage Technology Wisely: Use AI and automation tools to streamline your process, but always maintain a human touch in your content.
• Test and Iterate: Don’t be afraid to try different approaches. Monitor what works and refine your strategy accordingly.
• Think Beyond Rankings: While search visibility is important, focus on creating content that supports your overall business goals.
• Integrate SEO with Other Marketing Efforts: Ensure your SEO strategy aligns with and supports your broader marketing initiatives.

SEO for small food brands doesn’t have to be overwhelming or mysterious. By creating valuable content that serves your target audience, you can improve your search visibility while building a stronger overall brand presence online. Remember, your work to improve your SEO—from defining your brand voice to creating informative content—benefits your business beyond search rankings.

As Chuck Aikens emphasizes, there’s no perfect way to do SEO. The most important thing is to start somewhere, consistently put in the effort, and always keep your customer’s needs at the forefront of your strategy. With patience and persistence, even small food brands can establish a strong online presence that drives sustainable growth.

Ready to take your food business’s SEO to the next level? Join Sari Kimbell’s Food Business Success program for more in-depth guidance and support in implementing these strategies for your brand. Remember, every step you take towards improving your online presence is a step towards greater business success.