Local SEO can be a powerful tool for various types of businesses. Whether your business is brick-and-mortar or service-based, many potential customers start their journey with a search. To attract their business, you need to ensure your presence is felt.
Start by conducting a local SEO audit on your site to craft your local strategy. This will serve as your roadmap, helping you check all the boxes to draw in nearby customers.
During this process, you’ll find certain content types can enhance your visibility among users searching for your products or services in their area. To truly appear at the right place and time, you’ll need a significant amount of content. This raises questions like:
- How can I create so much unique content on the same subject?
- Can I just copy and paste the same information and change the city name?
- What’s the best way to target my customers without penalization for duplicate content?
Here are six different types of content that you may be tempted to duplicate and guidance on whether to make it unique or reuse it.
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Service Area Pages
Service area pages are prime spots for local-based keywords like city, state, and region. These pages inform customers of the specific areas where your service is available. If your business has a large service area or multiple locations, resist using the same template for each page. This is your chance to address customer needs directly and inform search engines of your map results presence. Differentiate yourself by crafting unique content for each area rather than duplicating information.
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City-Specific Landing Pages
City-specific landing pages allow you to target a metro area or city where you offer services, especially if you lack a physical presence there. For organic traffic from a specific city or metro area, ensure the content is unique and matches your strategic plan’s keywords. Content should stress your local expertise and relevance.
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Articles and Blogs
Articles and blogs are cherished, particularly when they address the readers’ current experiences. Use your website’s resource section to engage with specific customer needs and establish authority in your niche. Avoid thematic repetition by getting creative and providing varied content formats like checklists, top lists, infographics, and videos.
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NAP Information
Your NAP (Name, Address, and Phone Number) is crucial for local SEO, primarily for its consistency across platforms. This is how search engines confirm your business’s existence. Ensure this information is included in the footer of your website, metro pages, and about us sections to help search engines recognize your business online.
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Reviews and Testimonials
Reviews and testimonials build credibility and trust. Feel free to use the same reviews across different site pages but keep the content updated. This can be automated through plugins that fetch reviews directly.
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Directory Listings
Web directories remain relevant for local SEO. Apart from well-known directories like Google Business Profile, explore other frequently used directories. Keep descriptions and listings consistent to help search engines link directory information to your website. Consider listing services that automate the distribution of your business information for efficiency.
As you integrate these content types into your strategy, incorporate other efforts like social media to enhance your local SEO approach. Consistency across platforms will create a cohesive user journey. Avoid content duplication. Instead, apply the bite-snack-meal model, offering more information progressively.
Get Started
While planning local SEO content might seem overwhelming initially, a robust plan will yield long-term benefits. Consult local SEO resources to strategize content planning, traffic driving, and ranking improvement.
More Resources:
- Tips for Keyword Research & Content Localization Success
- Ways to Improve Local SEO & Attract New Business
- Guide to Local SEO
Featured Image: limeart/Shutterstock
