I’ll admit, it’s not always the first thing that comes to my mind.
But here’s the thing – content directly affects local SEO, and overlooking it is a huge mistake.
Yes, we might have limited text fields and places where we can input content.
Hear me out, though. There’s more to it than you might think.
Key Differences In Local & Organic SEO Content Strategies
You may know about the content Google likes China Phone Number to see on a website and how to optimize it to show up higher on search engine result pages.
But what about local content?
How is that different?
Here’s the thing, content strategies for local SEO and broader organic SEO aren’t actually that different.
No matter what, good informative content should always be a priority.
The main difference between local SEO and organic SEO content lies in user intent.
For local SEO, the user intent is to find goods or services near them, so they include a location indicator in their search query.
For example, you may search for [Kansas City hair salon], [hair salon in Kansas City], or [hair salon near me].
The location indicator tells Google to prioritize, showing the user results in their area.
This has been the case for a long time as Google has wanted to serve up more localized SERP features (like map results) for searches that it has perceived local intent.
So when you’re writing for local SEO, produce content that highlights your location.
Before you begin writing content for your site, you should always take a minute and think about your end game.
Ask yourself what goals you want to achieve.
And how can your content and messaging aid in completing your goals?
For example, say you want to improve your local SEO so more people visit your brick-and-mortar storefront to ultimately increase sales and revenue.
This is a great goal.
Good local SEO can help you achieve it, but creating a Google My Business listing is not enough.
Prioritize creating high-quality content that highlights both what you have to offer and your location.
Local Content Audit
If you haven’t already done so, now is a good time to perform a local content audit.
When running a content audit, ask yourself what your ideal local customer is searching for.
Are they researching what’s available in their target area?
Looking to visit a location now?
Searching for a provider to come to them or to have a product delivered?
Knowing this information helps you determine if there are gaps in your content you could fill to help rank better in local searches.
Another important piece of a local content audit is competitor research.
Check out your competitors’ websites to gather information regarding the keywords they’re targeting and the content structure to get their local clients or customers to convert.
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Once you know who you’re targeting and what they’re searching for, you’re in a great position to begin writing.
Now, let’s dive into specific content strategies you can use to improve your local SEO.
On-Page Local SEO Content
Here’s a bit of good news, if you have a well-optimized website that includes quality content, there’s not much you’ll need to change to optimize it for local searches.
Just a few tweaks here and there.
One of the most important things you can do to improve local SEO is putting your address in the footer.
If you have fewer than ten locations, I recommend putting them all in your footer.
Additionally, it’s important to create dedicated landing pages for each location you serve.
Each of these pages should have original content specific to the area/location.
Do not simply copy and paste the information from one page to another, even if you do the same thing at all your locations.