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Ready to Shift to AI-Powered Organic Content Strategy?
Ads in digital marketing strategies are getting costlier
Paid ads bring immediate results; however, the downside is they offer short-term visibility. When ad-spends cost more due to inflation, competition, and market uncertainty, you can save those ad-money to add to inventory and shift your MSME website content to long-term visibility through an organic content strategy. This content strategy makes your Philippine MSME brand more authentic and authoritative in value. Paid ads are less authentic and authoritative because searchers online trust organic search results. They see them as already part of the mainstream of source links online [1].
If your MSME brand wants to produce long-term solutions and prioritize "the bottom line", just shift to AI-powered organic content strategies (by prompting LLMs with content drafts) that ensure growth and survival. The Philippine digital economy reached PhP 2.25 trillion in the year, , and contributed 8.5% to the country’s Gross Domestic Product (GDP). Pivoting to organic search optimization can expand an MSME's target market better through geotargeting to target well its audience [2].
The Philippines is becoming highly digitalized:
- Filipinos spend an average of 4 hours and 17 minutes daily on social platforms, fueling the growth of the "creator economy".
- The Konektadong Pinoy Act recently lapsed into law and is taking effect with more telecom players entering the country's economy soon.
- The influencer marketing market is also expanding and projected to grow $93.4 million between and [3][4].
These statistics support a content marketing strategy that uses best practices in Search Engine Optimization (SEO), Generative Engine Optimization (GEO), or Answer Engine Optimization (AEO). These are highly effective optimization strategies to attract more sales and profit in the long run. With GEO, you reach a more engaged visitor market. Organic geotargeting ensures you target a higher-value market (some ads in social media often generate low-quality visitor traffic). Though ads in social media is well-founded and still relevant, to engage with a target market that is higher in value GEO and AEO are the ptimization strategies that will generate the leads your MSME needs. GEO and AEO bring visibility and ranking to your content, because they follow the new algorithms set by AI-enabled search engines [5].
This post will provide 10 content optimization strategies to root your MSME brand in sound fundamentals.
How to apply content strategies through repurposing
Strategy 1:
Repurpose existing content from other media channels like Facebook or LinkedIn (social posts, articles, reports) and produce new AI-optimized web copy for your MSME's own domain (blog or website). Use AI in LLMs. How to repurpose:
- Select a topic suitable for expansion into 300 words.
- Copy and paste the content.
- Expand the post draft by adding extra details, examples, and statistics limited by social media constraints.
- Edit the content to maintain page load speed and re-format into formal fonts, lists, and in bold face or italics.
- Add visuals (feature image, infographics, or embed videos).
- Include internal links (at least two or more anchor text links to other pages on the site) and set external links to open in new tabs.
- Add relevant labels or tags [6].
Strategy 2:
It is important to win Google's trust and the trust of other AI-powered search engines such as Perplexity, ChatGPT, and Claude. This is one important goal of any Search Engine Optimization (SEO) strategy. The Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) standard from Google is highly recommended because it marks up content to higher value. How to repurpose content with Google's standard for E-E-A-T:
- Take time to include well-researched information, proprietary data, and firsthand insights in your content.
- Include other relevant elements that AI cannot generate independently, such as true-to-life brand storytelling.
- Add schema.org markup such as Person, BlogPosting, Article, or Organization, to ensure the algorithms understand that the content is valuable for readers
- Make E-E-A-T content very reader-useful [7].
Strategy 3:
Repurpose content with comprehensive information through editing into AI-produced drafts with your MSME brand's voice. Comprehensive content gives users all that they need, answers all of their questions, and can go beyond their expectations. Going beyond the expectation of your visitor traffic creates the impact and adds a higher value to your brand. High-value content also attracts backlinks from high-value domains that are authoritative. With more backlinks to your content, you rise higher in the rankings of AI search results pages.
What types of high-quality content are valuable?
- comprehensive and encyclopedic content
- well-researched and well-cited through a reference section,
- original data from current research studies (from your own online product surveys),
- insights and in-depth analysis of your product specifications,
- infographics that summarize your brand value, and
- statistics from reputable sources that support your niche expertise and domain [8][9].
Strategy 4:
Apply schema.org markup (or structured data) to your copy. The Schema.org website helps to create and maintain markup standards for structured data on the Internet. Markups are in different formats: RDFa, Microdata, and JSON-LD. The microdata format is easy for those familiar with HTML 5.0. Google, however, prefers the JSON-LD format. To rank better in Google, ensure all structured data is implemented using JSON-LD [10].
Strategy 5:
In schema markup, you can use schema types preferred by Google. The best for basic text content is the Article, BlogPosting, FAQPage, and HowTo schemas. As of this writing, the FAQPage schema is the most effective markup. It is structured in a question-and-answer format. This format is a high priority for the algorithms of AI search engine systems because they provide direct and concise answers to user queries.
This FAQPage markup has a direct question-answer format that clearly tells AI-powered search engines:
"This is the question, and here is the answer."
It is the best markup to apply for the new AEO (Answer Engine Optimization). Since AEO's goal is to provide direct answers to user queries, the FAQPage is a right fit for that goal. This FAQPage schema can boost your MSME'svisibility in AI Search SERPs, achieve citation in rich snippets, and be optimized as answers for voice search queries [11].
Strategy 6:
For SEO marketing professionals, schema.org markup is also used for displaying rich snippets in search results. These snippets (usually 40-60 words) are more visually appealing and informative than standard listings. It can include ratings, reviews, carousels (a type of structured data), or job/event information.
Another important schema is the Author schema for professional writers. This is important in identifying the author's credibility on all content. If used well, it instantly leads to an author's higher trust rating and authoritativeness (E-E-A-T). A good Author schema markup can detail:
- the author's Name,
- URL to a professional profile page,
- SameAs links (from social media profiles), and
- JobTitle.
With schema.org markup applied to content, the search engine's algorithm understands well the context and how that content is valuable for specific types of search queries.
Schema.org markup is easy to learn with any AI tool. It is just a set of meta tags added to HTML 5.0 to help search engines connect the content and its context to avoid ambiguity and create clarity (example: Rhrough Schema.org, the meaning of "apple" becomes clear. Markup tells the AI search engines that the meaning of apple is either a "fruit" or a "brand" of digital devices [12][13].
Strategy 7:
Use well-structured internal linking strategies. This guides users through their buyer journey (from awareness, consideration, decision, to retention). Internal linking is a content strategy that funnels site visitors into the check out page for your MSME's sales output. The site visitors follow linked pages that lead them to a gradual understanding of your MSME product or professional service, and then finally visit a page where the buyer's interest is heightened to decide and make a purchase.
An example of a well-structured internal linking strategy:
- For MSMEs intending to franchise their brand: Begin with a blog post on "Starting a Small Food Business in the Philippines (awareness)."
- Within that content, there is a link to another article on "Affordable Supplier Options" (consideration stage).
- In that article, there is another link to the "5 Best Franchises to Choose From" page (decision stage).
- As the buyer decides, there is a link for a free download of discount coupons (retention or delight).
- By mapping out these links naturally, the buyers are assisted to progress in their buyer journey from curiosity to action.
- The last piece of content must have a strong call-to-action (CTA) message at the end of a page.
Filipino buyers often value trust, word-of-mouth, and practical guidance. When the internal links contain the keywords that express "Filipino values" like word-of-mouth trust and practical guidance, then there is no buyer friction. This strategy establishes your blog as both a knowledge hub and a business funnel - one that leads your target audience to read your content and decide to buy your product or outsource your services [14].
Strategy 8:
A specific type of internal linking strategy is to include clear paths for conversion that include squeeze pages or sales pages. These pages specifically direct visitor traffic toward your MSME products or services. Internal linking should actively link to squeeze pages or sales pages to drive the prospect to purchase.
The primary goal of a squeeze page is to capture leads (gather contact information like email addresses) in exchange for a valuable resource (like a free download) from your site.
The objective of a sales page is to directly sell a product or service and persuade the visitor to make the purchase. When a list of emails is gathered from a squeeze page, it can be used as a marketing tool for the sales page.
Your MSME need to remember that searchers online for a product or service consult an average of 10 sources before making a final buying decision. To ensure better sales potential, make a squeeze page and a sales page that is clear and easy to understand for potential buyers to decide and convert easily [15].
Strategy 9:
Use Google Analytics (GA4) and Google Search Console (GSC) to measure the success of your repurposed content. These analytics tools provide specific metrics to track statistics and provide regular reports, which you can download and analyze with the use of AI tools.
- You can monitor organic traffic and search rankings related to important keywords in your repurposed content for your target audience.
- You can monitor and track average engagement time and bounce rates on the new repurposed content. Longer dwell time and lower bounce rates suggest content is "sticky" and valuable. A zero bounce rate means visitors of your content are really interested to understand what you sell.
- You can track key events and monitor contact form submissions, calls, or visits to the pricing/customer service page
Strategy 10:
Regularly improve your repurposed social media content by updating the new copy, revisiting keyword research, and refining the content strategy used based on performance data from Google Analytics. This is a routine procedure for evaluating the performance of your content. You can also compare data between two selected periods of time (such as the present week compared to the previous week in Google Analytics 4 or Google Search Console reports).
To analyze statistics between two periods of time:
- Through analytics, you can spot an old page that needs updating and study well what SEO keywords to apply for better internal linking
- You can also check for broken links and outdated references to contribute to the overall user experience (UX)
- You can remove or replace outdated statistics or information with the most recent ones
- You can study and update on new content strategies to discover better leads that convert into sales
These 10 strategies are best understood in the context of the 11-Step E-SEO to Income Tutorial.
