Your Small Business Needs More Than a Website. It Needs a Voice. And Topical Relevance.
When I was a kid, I watched my parents run a small antique store and juggle rental properties on the side in addition to being school teachers. They were hard working and committed to making a life for themselves and their children. We restored furniture in our garage, hit up small town antique stores, flea markets and garage sales and worked outdoors in the sweltering 100-degree heat of Texas. As for advertising? We ran ads from time to time in the local paper. You know the kind: 4th of July Sale or Labor Day Sale.
If they were running that business today, no doubt they’d have a website and be asking me how to get more their website and ultimately their store.
And I’d tell them that the answer is no longer paid ads and SEO. Instead, it’s Topical Relevance – and it’s the new battleground for visibility.
What’s Topical Relevance?
Topical relevance is how much your online content aligns with the things your ideal customer is already searching for. Google’s new search algorithm updates now prioritize content from actual people with firsthand experience – not just keywords stuffed on a page.
Translation: You don’t have to be a marketing expert. You just need to start sharing what you know.
Why This Matters More Than Ever
Search engines – and customers – want proof that you’re an expert. Topical content helps with:
- Trust: Showing your know-how through real posts builds credibility.
- Discovery: Google is now rewarding depth on a subject, not just surface-level pages.
- Digital Validation: Your online presence becomes a trust-building asset, not just a digital brochure.
So, What Should You Talk About?
Think about the 10 questions you get most often in your business. Start answering them – on LinkedIn, your blog, short-form video or even Instagram stories.
Some examples:
- A flooring store owner could post: “3 signs your subfloor needs replacing before a remodel.”
- A café owner could explain: “Why we only use beans roasted within 48 hours.”
- A CPA might break down: “What small business owners always miss in quarterly taxes.”
You don’t need fancy copywriting. You just need honest, helpful content.
The Digital Validation Tie-In
You’re not just trying to “rank” on Google. You’re trying to build trust before people ever meet you.
That’s Digital Validation™.
It’s why your store gets called before the competitor with the pretty website but zero personality. It’s why your email gets opened because people already know you share valuable things online.
When you become the face of your business – and you “show what you know” – you don’t just compete. You stand out.
Next Steps
If you’re not sure where to start:
- Write down 5 common customer questions.
- Record yourself answering just one.
- Post it. Anywhere.
- Then do it again next week.
This is how small businesses build relevance, visibility and trust in the age of AI.
And remember – my parents didn’t have LinkedIn or Google rankings. But they had something to say.
So do you.
** Cute story about this photo. These are my parents. Dad didn’t usually wear a moustache, so when I saw it, I asked jokingly, “Who allowed you to grow this?!?!?” Mom jiggled, pinched his moustache and said, “I did!”