The growing prominence of mobile search has significantly transformed SEO, especially in the realm of local search.
Most are now aware of Google’s Pigeon update, introduced in 2014. This update enhanced the presence of local directories in search results, giving local search engine optimization (SEO) a stronger foothold. With mobile usage overtaking desktop use and Google indicating that over a third of mobile searches are local, local SEO has become an integral component of overall SEO strategies.
Competing for local SEO has become increasingly challenging due to the limited space for local results in search engine results pages (SERPs), particularly on mobile devices. Here are four strategies to improve organic visibility and rankings in local search results:
- Claim as many local name, address, and phone number (NAP) citations and listings as possible in local directories, ensuring consistency across all listings.
- Secure your Google My Business Page and Bing Places For Business, filling each with pertinent information and local keywords for better local search visibility. This boosts your presence in both search results and mapping services.
- Enhance local ratings and reviews by thoroughly optimizing your web pages and completing all necessary information fields in Google My Business.
- Generate local content to rank for long-tail keywords and improve below-the-fold visibility.
This article will focus on creating and optimizing local content, which is one of the most effective ways to boost visibility and rankings in local search results.
Optimizing Content for Local SEO
Local SEO is invaluable for small businesses and service industries targeting specific geographic areas. By centering content around local keywords and user intent, competition is reduced, and the reach extends to the intended audience.
To optimize your website for local intent, the two critical actions are to make the site mobile-friendly and to localize schema markup. A survey partially backed by Microsoft showed that only 17% of marketers used schema markup on their sites. Adding structured data helps clarify content focus and geographic area to search engines, which doesn’t directly influence rankings but boosts relevance for targeted local keywords. This also aids ranking in local search packs.
When crafting content for local intent, it’s crucial to integrate local keywords into title and meta description tags for better local ranking. Focus content on long-tail keywords to distinguish your site both topically and geographically. For instance, main pages may include terms like "Seattle SEO Firm," whereas blog posts might use "Best SEO Firms in Seattle."
For businesses with multiple locations, this approach is essential, often requiring identical location pages for each site. Beyond updating NAP details, add relevant information like nearby landmarks and testimonials from local clients.
Local Content Ideas
Localized content offers a way to capture a niche market. Besides local news outlets and influencers, few websites emphasize localized content, with exceptions like real estate and travel platforms.
Before creating localized content, research to identify your target audience. Leverage your local advantage by conducting face-to-face customer interviews.
Use search terms and feedback from in-person meetings to conduct a detailed audience analysis using tools like Facebook’s Audience Insights. This helps define audience demographics and psychographics, allowing for tailored content creation.
Google’s Keyword Planner can measure search volumes for selected keywords based on these insights, helping you reach previously untapped audience segments.
Analyze your traffic data to understand how users find you—through direct, social, or search channels—and the keywords they use. This information guides topic selection for local content and identifies the best platforms for publishing and promotion.
Local content extends beyond blog posts. It encompasses various strategies, such as sharing user-generated content, optimizing landing pages with local imagery and details, and enhancing online reviews.
For blog posts or landing pages, possible content ideas include:
- Local event recaps.
- Commentary on local news stories.
- Business-centered content.
- Industry-specific content unique to your locale, like “How Seattle’s Minimum Wage Laws Affect Retailers.”
- Answering local queries such as "What are the Best Places to Shop in Washington, D.C.?"
- Generating local media coverage.
Engage with your community to inspire local content ideas, allowing firsthand reporting and authenticity in your writing. Consider actions such as:
- Hosting local events.
- Attending local gatherings.
- Sponsoring regional events.
- Guest posting on local blogs.
- Delivering lectures at nearby schools or universities.
Beyond merely creating local content to rank in search engines, the primary goal is to establish your brand as a local community leader. Thus, it’s vital to strategically position, publish, and promote content across different channels. Social media should be the primary platform, but high-ranking local landing pages offer opportunities for informative listicles and local insights, while blogs are suited for topical content like local news events.
Local Link Building
Local SEO offers a valuable opportunity to develop linkable assets focusing on local research and statistics. For instance, real estate businesses often gain from sharing local housing stats on their sites, providing a source for bloggers and local media.
This strategy isn’t limited to housing or travel sectors. Energy service companies might share local energy pricing stats, and law firms could discuss changes in local legislation.
Local link-building aligns with existing SEO strategies:
- Securing directory links and mentions.
- Embedding landing page links within relevant citations.
- Gaining local media coverage.
- Engaging in local guest blogging.
Every content strategy mentioned— from event hosting to guest lectures— presents link-building opportunities. Depending on your location, consider applying as a guest writer for national publications with local sections.
Local SEO: An Untapped Opportunity
Local SEO often emphasizes basics like acquiring local directory links and registering with Google My Business. While essential, local SEO offers broader advantages, particularly with the growth of mobile search.
