How to Create a Successful Local SEO Content Strategy

How to Create a Successful Local SEO Content Strategy

Local SEO has historically been seen as the art of directory optimization, Google business profiles, and locally-run ads.

And while these methods are effective in finding you in local search, they are just the tip of the iceberg of a successful local SEO strategy.

Content plays a bigger role in local SEO than you might think. Whether it’s optimizing your web pages for local terms or posting on local business blogs, content marketing can and should be part of your local SEO approach.

Here’s how to leverage content for your local SEO strategy and attract more visitors to your local business.

Localize Your Web Content

The first step in your local SEO content strategy should be to optimize your web pages for the local terms that potential customers are searching for most. This requires keyword research to find the right terms for your local market.

Tools like Semrush allow you to discover geo-specific keywords that users are searching for based on where they search for services or businesses.

This tool also reveals search volume and competition to help you select the right terms for your business.

Keyword VariationSnapshot from Smrash, January 2022

For example, let’s say you are a family attorney based in New York and are looking to improve the service and your existing web pages. You can use keyword tools to find translated terms (in this case, “NY” + “family attorney”) for your website.

Then you can find the terms that are best assigned to the service pages on your website. For example:

  • Home: “New York Family Law Attorney.”
  • Divorce Law: “New York Divorce Office.”
  • Adoption Law: “Adoption Advocate.”

Optimize your local web pages

Once you’ve identified the terms you want to target, it’s time to optimize your content according to these search terms.

To do this, follow on-page SEO best practices on your web pages:

  • Include your target keyword in your web page URL (exact keyword not required).
  • Include your target keyword in the title tag of your website.
  • Write a meta description that is short and informative.
  • Write useful, keyword-rich content.
  • Add images with optimized alt text image.
  • Use the H1, H2, and H3 headings throughout the page.
  • Link internally to relevant pages on your website.

Each webpage on your site should be optimized for a unique keyword (if any) to prevent multiple web pages from competing for the same term.

Make sure to choose a keyword that is more relevant to the topic of the page or the content of the post.

Add a detailed contact page

Your contact page provides valuable context to Google and users regarding where you work and what it is about.

A non-optimized contact page is a missed opportunity to reach local users.

Your contact page should effectively but concisely describe your business and where it is located. For effective optimization, it is better to include:

  • Your official business name.
  • Your local business address.
  • your working hours.
  • Directions to your actual location.
  • An embedded map of your business.
  • Your business contact information (phone number and email address).
  • Contact form for users to reach you.

By optimizing your contact page, you make it easier for users to know where you are and contact you.

At the same time, this sends signals to Google to help its algorithm understand where your business is, which increases your likelihood of ranking in local search.

Write local content

Your web pages are not the only place for local content on your website. Your blog can also serve to attract local users who are interested in your services.

You can write about local events, local trends, scholarships, local business updates, and more to attract your local audience. Get creative with your blog content to expand your reach into your local market.

Consider writing local “Top 10” or “Top” lists relevant to your industry. Or publish how-to guides for your location – for example, guides for tourists visiting your area. This can help you reach a relevant local audience.

An IT company in Canada, for example, decided to target local car dealerships by posting about local car events, IT trends, and more. They have been able to expand their content marketing beyond their initial reach to small local businesses.

Submit guest posts to local publishers

Guest posting is a popular and effective content marketing strategy for driving links and traffic to your website. Guest posting can serve your local SEO efforts as well.

Connect with local businesses for guest posting opportunities. You may not always get a link, but you can use your existing reader base to your advantage and increase your local traffic.

For example, WestSeattleBlog.com and VisitSeattle.org are local, certified Seattle publishers who often post content from local businesses and bloggers.

If you are a business owner in Seattle, a feature on one of these sites could earn you some valuable traffic.

Write about local events and activities

Your local community is likely to have its own buzz about activities and events in your area.

This means that people search for that content as well. This presents an opportunity for you to beat the noise.

community contentScreenshot from WestSeattleBlog.com, Jan 2022

Is there a big conference coming to town? A sporting event that makes a lot of noise?

These are just two examples of potential content opportunities that can drive local traffic to your site.

Keep an eye out for local topics like:

  • Sports Events.
  • Networking events.
  • Performances and concerts.
  • conferences.
  • seasonal events.
  • speaking events.
  • local festivities.

Grow your local audience on social media

There are billions of users on social media every year; Chances are, there are plenty in your area. This means that many of your target customers are already on Facebook, Instagram, and the like.

Promote your blog and website content on social media to attract followers and grow local followers. You can even join local Facebook groups and LinkedIn groups to target users in your own area.

You can then share site-specific content to reach your target consumers. Follow the pages of local events and companies to see what they are posting to get people into the bustle.

Let’s say you are a digital marketer in Denver, Colorado looking to attract more local customers. You can write a blog post about an upcoming business event and share it on social media to attract some extra traffic.

Next, find relevant Facebook groups to share your content.

Avoid Common Mistakes With Local SEO

You can create the best content in the world, but if users don’t discover it, you won’t attract the local traffic you deserve.

That’s why while it’s best to follow the tips above to do things right, you’ll also want to avoid some common local SEO mistakes as well.

These errors include:

  1. Not using local keyword targets in your content.
  2. Neglecting to gain customer opinions.
  3. Inconsistent name, address, phone number, and website (NAPW) information.
  4. No directory listings.
  5. No Google Business Profile.

If you are going to go through the efforts of creating a local SEO content strategy, be sure to check all the boxes.

This way, your content will be set up to reach users across multiple platforms – not just Google.

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Featured Image: Shutterstock / Visual Generation

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