Local SEO has traditionally been viewed as an exercise in optimizing directories, Google Business Profiles, and local ads.
While these tactics are effective in increasing visibility in local searches, they represent only a small portion of a comprehensive local SEO strategy.
Content is more crucial to local SEO than many might assume. Whether it’s optimizing web pages for local keywords or contributing to local business blogs, content marketing should be an integral part of your local SEO plan.
Here’s how to leverage content to enhance your local SEO strategy and attract more visitors to your business.
### Localize Your Web Content
The first step in your local SEO content strategy is to optimize your web pages for the local terms potential customers are searching for. This involves keyword research to identify the most relevant terms for your local market.
Tools like keyword research platforms help discover geo-specific keywords that users are searching for in your area. These tools also reveal search volume and competition, aiding in the selection of the right terms for your business.
For example, if you are a New York-based family lawyer looking to optimize your service pages, you can identify localized terms like “NY” + “family attorney” for your website.
These terms can then be mapped to the appropriate service pages on your site. For instance:
– Home page: “new york family law attorney”
– Divorce Law: “divorce law firm new york”
– Adoption Law: “ny adoption lawyer”
### Optimize Your Local Web Pages
Once you’ve identified your target terms, optimize your content accordingly. Follow these on-page SEO best practices:
– Include your target keyword in the URL of your web page (exact keyword not required).
– Incorporate your target keyword in the title tag.
– Write a concise and informative meta description.
– Create useful, keyword-rich body content.
– Add images with optimized image alt text.
– Use H1, H2, and H3 headings.
– Link internally to related pages on your site.
Ensure each web page is optimized for a unique keyword to avoid competition between your own pages.
### Add A Detailed Contact Page
Your contact page offers valuable context to both Google and users regarding your business’s location and nature. An optimized contact page should include:
– Official business name
– Address
– Business hours
– Directions to your location
– Embedded map
– Contact information (phone number and email)
– Contact form
Optimizing your contact page not only helps users find you but also signals to Google your business location, increasing your chances of ranking in local searches.
### Write Local Content
Your web pages aren’t the only place for local content. Your blog can also attract local users. Write about local events, trends, scholarships, and business updates to engage your local audience. Creative blog content can expand your reach in your community.
Consider creating local “Top 10” or “Best Of” lists relevant to your industry or how-to guides for your area. This approach can help you reach a local audience effectively.
For example, a Canada-based IT company increased its reach by posting about local automotive events and IT trends, thus expanding beyond their initial target audience of small businesses.
### Submit Guest Posts On Local Publishers
Guest posting is an effective strategy for building links and driving traffic. Reach out to local businesses for guest posting opportunities. Even without earning a link, you can leverage their reader base to drive local traffic.
For instance, local publishers in Seattle like city blogs often feature content from local businesses and bloggers, offering a valuable traffic boost for business owners featured on these platforms.
### Write About Local Events And Activities
Local communities often have buzz about activities and events, creating content opportunities for your site. Look out for local topics such as:
– Sporting events
– Networking events
– Shows and concerts
– Conferences
– Seasonal events
– Speaking events
– Local ceremonies
Writing about these can drive local traffic to your site.
### Grow Your Local Audience On Social
With billions of social media users, many of whom may be in your area, social media is an essential tool. Promote your blog and website content on social media to engage followers and grow your local audience. You can join local Facebook and LinkedIn groups to target users in your area, sharing location-specific content to reach your target consumers.
If you’re a digital marketer in Denver, for example, you can write about a local business event and share it on social platforms to attract more local clients.
### Avoid Common Mistakes With Your Local SEO
Even the best content won’t attract traffic if it’s not discoverable. Avoid common local SEO mistakes such as:
1. Not using local keyword targets in your content.
2. Ignoring customer reviews.
3. Inconsistent business name, address, phone number, and website (NAPW).
4. Lack of directory listings.
5. No Google Business Profile.
Make sure your local SEO content strategy covers all bases to help your content reach users across various platforms, not just Google.
More resources:
– A Complete Local SEO Checklist
– 15 Local SEO Mistakes and How to Avoid Them
– Local SEO: The Definitive Guide to Improve Your Local Search
Featured Image: Shutterstock/Visual Generation
