Content Marketing for Local SEO
Have you been wondering how you could use content marketing for local SEO strategy? If you have, we are going to show you how to achieve better local rankings for your business in local search results, (SERPS) based on the content that you have on your site, so that you can easily begin to incorporate content relevant to actionable local search queries into your content marketing strategy.
I never ranking in the top position in my city until I build my first target area service page…
– Eric Allsen
Co-Founder at Affordable Local SEO
I’m guessing that I don’t need to tell you that local SEO, and SEO in general is indispensable for your company to achieve these rankings. Well, aside from your local services pages, schema markup, and your service areas page, If you need a more in-depth tutorial on what SEO is, check out this article on Search Engine Journal, a known authoritative source in SEO educational materials.
Content Marketing for Local SEO
The higher your ranking in the local search, the better your chances are of attracting potential customers to your business for actionable local search queries that people in your area are using to find your products or services online. If your business does not appear in the top positions of local search engine results, (and there are only 3) you must start working to improve your rankings by building a strong local presence online.
First of all, being outranked by all of your competitors on local search queries that are most important to your local business can be very unnerving. But there;s good news! You can improve your local search ranking, and one way to do this is by optimizing your content marketing for local search.
In this article we will show you how to incorporate local seo into your content marketing strategy:
You will learn the following content marketing for local SEO techniques:
- How to Find the Best Local Keywords
- What Types of Content to Create for Local SEO
- How to Create High Ranking Local Content
- What the Benefits Are of Participating in the Local Community
So let’s get started!
How to Find the Best Local Keywords
Whether you are using local SEO or SEO to position your website’s content in search engine results, keywords continue to play an important role in content marketing. Keywords are the way that everything on the world wide web is found by search engines, so keywords then, if you want to communicate with search engines, have to become the basis of your content.
To find the best local keywords for your company, you must first conduct a thorough investigation on the best local keywords that are relevant to your products or services to achieve your goals. Ideally, the keywords must be relevant to your business and relevant to the city or even the neighborhood where the company is located. (or other cities around you that you want to target…)
Step #1 Making A List
The best way to find which keywords are best for your products or services is by thinking about what customers will be searching for when they are nearby and looking for something that you offer. What we like to do, is write down all of the keywords that we can think of that we would use if we were looking for our products or services ourselves in the area. Then, we use a keyword research tool to expend that list into tons of relevant keywords, and then extract the best ones by relevancy, the number of monthly searches, and difficulty.
This is what we like to call (one of) our master lists.
Again, here are those three steps. Write them down somewhere, because if you finish this post, we will show you how you can dominate your competition in local search results in a very shorty period of time!
- Write a List of All the Relevant Local Search Keywords that You Can Think of
- Use a Keyword Research Tool (Like Google Keyword Planner, SEMRush or ahrefs) to Expand Your List
- Pick Out the Best Keywords for Your Website by Relevancy, the Number of Monthly Searches, and Difficulty
- Save Your List
Ok, now that you’ve got a master list, let’s keep going…
After you have your master list, you will want to prepare a more refined list of the best keywords for your brand from a national, global, and local perspective. And to that, you will want to pick not only which one’s of those that have a high average of monthly searches and low competition, but also which ones speak to your visitors and potential customers on an emotional and intellectual level.
For higher rankings in local searches, make sure that all the keywords that you pick are still relevant to your company, and the locations that you want to rank for.
One of our favorite tools to use to find relevant keywords for local business SEMrush. SEMrush makes it easy to tell what keywords will be easiest to rank for, what keywords your competitors are using, plus extra helpful insights like which keywords are bringing your competitors the most traffic, which domains they are backlinking to, etc. Another one of our absolute favorites is ahrefs.
Here are some helpful competitive research toolkits from SEMrush to get your started.
How to Create Local Content
Using your master list of keywords that you’ve generated, start thinking about ideas to get content optimized for the best keywords for your brand. It is a good idea to create local content, such as guides and local lists that are closely related or tangibly related to your target market’s needs. These types of content are relevant to the area you are targeting and can be created to fit your niche. You can incorporate some the keywords on your list into the content as you are writing, whenever feasible.
Example: Let’s say you have a local auto mechanic shop, and you decide to write an article on the best towing companies in your city.
Well, one of your keywords would then be,
“Best towing companies in”your city.”
This would be your primary keyword, since it will be in the title of your post, and go in your h1 tag at the top of your content.
But other semantically related keywords to “best towing companies in “your city” will be able to be worked in to your article in either subheadings, as secondary keywords, or contextually, (which means that they fit naturally when you are talking about the subject.)
Ideas: Content Marketing for Local SEO
Local Ordinances and Codes
This type of content is crucial, especially if you are selling products or services. Different states, cities and even communities have different regulations for certain products and services. To improve your local search rank, develop content to help customers navigate local regulations.
For example, if you sell furniture, you can guide users through the recycling process of their antique furniture, in accordance with the regulations of the state, city, community, etc…
Local lists “The best” and “Top 10 of”
Promote local businesses that are related to your own business by creating a “Top 10” or “The Best” list. Write about local companies that offer services or sell products that are similar to yours, but are not direct competition. This gives you the opportunity to create useful content for readers at your destination location, taking full advantage of the high-level local keywords that you have compiled.
For example, if you are a nightclub or nightclub you can write about restaurants or places to dine near you, so when they go out you promote that they go to your place.
Guides for Stations, Celebrations, or Local Events
The weather and customs can vary greatly from one place to another, even within the same country, province or state. Due to differences in seasons, celebrations and events, people in specific locations experience unique challenges, and have particular needs.
To improve your local search rank, create content that addresses the specific needs and challenges of people.
For example, if you are a mechanic shop and you are in Andorra, advise the users what tires to put in case of snow (the abundant and sudden snowfall there is normal, I tell you from experience). You can also explain what kind of maintenance a car should carry in such low temperatures, etc.
Participate in the Local Community
To improve your local search ranking for a specific location, a goal should be to associate your business or brand with that location whenever possible. One way to do this is to get involved in the local community.
You can support local causes or charity, which will not only benefit a good cause, they will also help you build a positive brand reputation. If a newspaper or a local magazine covers the story, you could get them to link to your business or brand. Better yet, since you can get a link without having to ask for it, remember, high-quality links from reputable local publications can help improve your local search ranking and drive relevant traffic to your site.
More Ideas: Content Marketing for Local SEO
Here are a few more ideas that we came up with:
City-Specific Landing Pages
Company Branding Info
Famous People from the Area
New Team Members
How Times Have Changed
How Things Could Be Better
State or Regional Landing Page
Problems the Local Business Solves
The Secret Sauce
Share Real Life
Getting a Job in the Industry
Best of’ Guides
Common Myths or Misunderstandings in the Industry
Customer Case Studies
Industry Related Non-Competitive Interview
Product or Service Specials
Host Local Events
Partner with Local Events
Seasonal Content Themes
Build FAQ Pages Into Content Pieces
Build Content on Local Events and Activities
Target Related but Non-Competitive Topics
Content Marketing for Local SEO – Final Thoughts
These are the best content marketing practices to increase your local search ranking. In addition to the above tips, you can also contact local blogs and websites and ask if you can write an article as a guest. Guest-blogging for local publications can help you get high-quality local links and of course take traffic to your website.
Have you already done some of these practices? Which of them do you plan to try? Share your opinion in the comments you have below helping with your experience or with new ideas, we will be very grateful.
Also if you have any questions you can fill out the form below, we would love to hear from you!