When you think about improving your local SEO, do you think about content?
maybe not.
I’ll admit, it’s not always the first thing that comes to mind.
Content directly impacts local SEO and overlooking it is a big mistake.
Yes, there may be limited text fields or places where you can enter content.
But listen. There is more than you think.
Key Differences Between Local and Organic SEO Content Strategies
You may be wondering what content Google likes to show on your website and how to optimize it to appear higher on search engine result pages.
But what about local content?
how is it different?
Content strategies for local SEO and broader organic SEO aren’t really that different.
In any case, good and informative content should always be prioritized.
The main difference between local SEO content and organic SEO content is user intent.
For local SEO, the user intent is to find nearby products and services, so include location indicators in search queries.
For example, you can search for: [Kansas City hair salon], [hair salon in Kansas City]Also [hair salon near me].
Location indicators tell Google to prioritize and show results for users in their local area.
This has long been the case as Google has wanted to offer more localized SERP features (such as map results) for searches that are aware of local intent.
So when you’re writing articles for local SEO, create content that highlights your location.
getting started
Before you start writing content for your site, you should always take some time to think about your final game.
Ask yourself what goals you want to achieve.
And how will your content and message help them reach their goals?
For example, say you want to improve your local SEO so more people visit your brick and mortar store, ultimately increasing your sales and revenue.
This is a big goal.
Good local SEO can help you achieve that, but just building a listing for your Google Business Profile isn’t enough.
Make it a priority to create quality content that highlights both what you have to offer and your location.
Auditing local content
If you haven’t already done so, now is a good time to run a local content audit.
When conducting a content audit, ask yourself what your ideal local customer is looking for.
Are you researching what’s available in your area?
Read reviews?
Want to go to a place now?
Are you looking for a provider to come to them or deliver your products?
Knowing this information can help you determine if there are gaps in your content that you can fill to improve your ranking in local search.
Another important part of a local content audit is competitor research.
Check your competitors’ websites to gather information about the keywords and content structure they are targeting to convert local clients and customers.
Once you know your target audience and what they are looking for, you are in the perfect position to start writing.
Let’s take a closer look at specific content strategies you can use to improve your local SEO.
Local SEO content on page
Here’s some good news. If you have a well-optimized website with quality content, little change is needed to optimize it for local search.
Just a little tweak here and there.
One of the most important things you can do to improve your local SEO is put your address in the footer.
If you have less than 10 locations, we recommend putting them all in the footer.
Additionally, it’s important to create a dedicated landing page for each location you serve.
Each of these pages should contain original content specific to your region/location.
Don’t simply copy and paste information from one page to another, even if you do the same thing everywhere.
This is content duplication and can hurt your SEO.
General notes for creating great pages:
- Create informative and engaging content that describes the products and services you offer.
- Optimize your page organically with appropriate locale-specific keywords (don’t use keywords).
- Add photos and infographics and optimize alt text.
- Make sure your page is optimized for voice and mobile searches.
- Use local-specific schema markup.
- We update our content from time to time to make it fresh and relevant.
blog
A blog is a powerful tool for providing useful information to your customers and establishing yourself as an expert in your field.
Simply put, Google’s eyes have the power to increase Expertise, Authority and Trust (EAT).
But other than this, blogs are a great way to highlight your location and boost your local SEO.
First, and most importantly, provide Google with new content that repeats the user’s current location.
It also helps target tricky local keywords that can be difficult to rank for, such as ‘wine bars near me’.
Additionally, blogging allows you to get backlinks from other local businesses.
And provide an opportunity for people to comment and share articles. These are two things that improve local SEO.
But one of the most important things you can do with a blog is share it on social media and local lists.
Get comments, get likes, and drive local traffic to your articles.
Off-page local SEO content
Google Business
Your Google Business Profile is the first and most obvious place off-page for local SEO content.
Adding content to your Google Business Profile is important when working to improve your local SEO.
There are many ways to do this, but the first priority is to optimize your profile by including as much relevant information as possible.
You can add your business, hours of operation, product information, and service descriptions. For example, restaurant food menus and photos.
When optimizing your Google Business Profile, make sure all the information you provide is correct.
If anything changes, such as hours of operation, please update your profile accordingly.
You can also post photos, current blog posts, related deals, and updated policies and procedures to your feed.
This tells Google that you’re providing valuable information to users and that you have an active listing to promote.
Ultimately, a well-optimized Google Business Profile receives more clicks and directions requests.
An important part of building a good local SEO strategy is collecting reviews and responding quickly.
When it comes to content, reviewing user-generated content is very important.
Notes about map packs …
Showcasing your business with a map pack is a big deal.
This allows users to see the listing first before scrolling through the SERPs.
A few content-related strategies to help you win one of the coveted spots in your map pack:
- Claim and optimize your Google Business Profile.
- Create hyperlocal content.
- Have dedicated landing pages for different locations.
- Use schema markup.
- Collect and reply to reviews.
- Optimize your site for voice and mobile search.
Other listing services
Google is certainly a major player when it comes to SEO.
So it’s no surprise that the main thing associated with local SEO is Google Business.
But we can’t overlook other local listing services, depending on your industry and focus, such as Bing Local, Yelp, Thumbtack, Yellowpages.com, Foursquare.
Posting content and other updates will cite your website and increase your local credibility.
Remember to exercise caution when using these sites. Also, be sure to reply to the reviews you get, even if you’re using a data aggregation service to push your data to a third-party directory.
Your online reputation is important to Google and should not be forgotten.
Social media
As we all know, social media helps with SEO.
That’s why having business listings on Facebook and Instagram is important.
With more viewers, your articles will get more views.
And more views means more backlink opportunities.
Ultimately, having a strong social media presence and posting useful content on your social feeds will influence your EAT and make you appear trustworthy in Google’s eyes.
final thoughts
Great content is an integral part of a good SEO strategy.
When it comes to local SEO, good content with location indicators helps Google rank higher in local search results and map packs.
Creating quality content for your site isn’t always enough. You should also share on your Google Business Profile, other local listing sites, and social media feeds to drive traffic and demonstrate your expertise and credibility.
For more content marketing tips, check out SEJ’s complete guide to content marketing.
To learn more about Local SEO, get SEJ’s Local SEO e-book for free.
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Featured Image: GaudiLab/Shutterstock
