9 types of content to help your local SEO
I spent more hours as I cared to search for the best Mexican food, go through Instagram posts thumbs up, and pick the brains of local bloggers.
In pursuit of my Pride Rock moment to keep the King of Tacos, I always come back to Google.
When I browse through Google, I am provided with Google Business Profile, Google Map, and local review information.
Unfortunately, local websites are being pushed more and more into the local SERPs.
By 2020, more than 65% of all Google searches resulted in users getting the information they needed from the search results page.
This number has grown by 50% in 2019.
Your website now plays the second fiddle to Google Business Profile and other Google search results features.
Back in the day, ranking for local SEO used to be pretty easy. You would add your NAP to the footer, build some directory links, and voila! You were on your way to the local 7-pack.
Somewhere along the line, the 7-pack is reduced to a 3-pack and local directory links are no longer enough.
To climb the ranks in local SEO search results and compete with zero click results, you need rich local content.
Do not believe me? Seoreseller.com has increased traffic by almost 300% by creating personalized local content.
Search Geek Solutions sees a 300% increase in organic visibility for Bloomfield Dental Designs by developing local content.
By creating rich local content, you can rank for less competitive, local keywords.
To help you keep your website up to date with local content and refine your local SEO strategy, I have listed nine different types of local content here that I welcome you to re-create in your own business.
What Is Local SEO Content?
Local SEO content consists of text, images, and even video designed to meet the needs of local searchers. It can appear on your website, on local landing pages, on your Google business profile, and more.
If you are a local business that counts a specific area or zip code, all the content on your website is directed to local residents.
Let us be clear – there is no local SEO content magic bullet that directly leads local pedestrians into your business.
The difference between “content” and “local content” is the search intent behind the query.
When writing, think of local users, local entities, local semantic relationships to create a deeper connection.
It’s more than easy to match locally based keywords with your blog content. If done right, it works.
Exposure Ninja has increased keyword visibility by 900% after two years of producing locally focused blog content for an accounting firm.
And Dallas SEO Dogs have removed old-school keyword stuffing and thin content for a local bar, HIDE, stepped up to boost organic traffic by 72%.
How Do You Write Local SEO Content?
If Willy Wonka got in touch with his SEO site and started a local SEO agency instead of a chocolate factory, he would still not be producing any local SEO content. There is no winning ticket to writing local SEO content.
But search engines provide some tips to help your content rank in the local search results. Here are four proven tips for writing local SEO content.
1. Use Schema Markup
As Google search results become richer and more interactive, schema becomes more critical. Schema helps algorithms understand how content is linked together.
By using scheme markup for your local business, authors, etc., you highlight expertise and authority.
2. Sprinkle Local Phrases In Your Content
While local keyword research is essential for mapping your content, it is even more important to understand the topic that guides these keyword phrases.
When you take a step back and think about your business as a whole, while injecting local revenue, you see success with local SEO content.
Take Kanuka Digital and its work with PlumbGas, for example.
Kanuka Digital optimizes key navigation pages, meta titles, and meta descriptions for local expressions to boost target conversions by 400% in the first month.
3. Write As You Talk
Voice search is nothing new for local SEO. In fact, 75% of the people who own smart speakers use them to search for local businesses on a weekly basis.
When you write with a conversational tone, you can count the longer voice search queries in the SERPs.
4. Images Are Your Unsung Hero
Images are often unnoticed when it comes to local SEO. But with mobile search leading the way, you want to optimize your images for mobile search.
By integrating unique images (not stock photos) in a square format with correct alt text and schema markup, you have a better chance of ranking locally in the mobile search.
Do not rely on stock. Use engaging, original images that complement the rest of your content and help tell a more compelling story.
9 Examples Of Content For Local SEO
1. City-Specific Landing Page
Here’s a fun challenge: Can you rank for local keywords without a location website?
While you can succeed after a few sleepless nights, it is much easier to rank in the local SERPs if you have a great website.
If you run a multi-location local business, take note of Denny’s.
They created a separate page for each place. Here’s a look at Denny’s New Port Richey, Florida location page.
Screenshot of Denny’s, December 2021
Jeni’s Splendid Ice Creams is another excellent example. You can see Jeni’s conversations about local landmarks, urban areas paired with unique local images.
Screenshot by Jeni’s, December 2021
And the Roto-Rooter is included as well. Here is their New York location page.
Screenshot of Roto-Rooter, December 2021
2. State Or Regional Landing Page
It’s hard to get every customer excited about creating more content. But if you compete in the local SEO space, the content can make or break your move from page 2 or 3 to page 1.
Creating different city-specific location pages sounds like a daunting task, starting with the city or region of your locations.
Take the Airbnb Miami website, for example.
They created city-specific topical content to stay in Miami. The search intent fits perfectly with the content on this page. Just keep scrolling.
Screenshot by Airbnb, December 2021
This is one of the best examples of local content silos I’ve seen.
Incfile, a LegalZoom type company for solo entrepreneurs (but better yet), built state-specific sites.
Screenshot by Incfile, December 2021
(Full disclosure: Incfile was a client while working with First Page Strategy.)
Before building these state-of-the-art pages, the team took a deep dive into buyer personalities to understand their audience.
Incfile found that state-of-the-art sites make the UX better for their customers – and it worked. Incfile has not only increased organic traffic but also improved conversions.
3. FAQ Pages
FAQ pages are so close to my one-stop shop for all local SEO content.
Here are some examples of FAQ pages for local businesses.
Mobile contains FAQs on its service pages.
Screenshot of mobile phone, December 2021
Monterey Bay Aquarium dedicates an entire page to FAQs.
Screenshot of Monterey Bay Aquarium, December 2021
4. Specials
Specials and discounts are the cream of the crop for local business owners.
In today’s smart shopper age, everyone is an extreme coupon (guilty).
Give your customers what they want by customizing specialties for local residents.
Hotel Chicago offers a parking package.
Screenshot of Hotel Chicago, December 2021
And Disney has “only local” passes and discounts.
Screenshot of Disney World, December 2021
By offering a location-specific discount, you are appealing to your local audience. You make them feel special.
It’s an intense race to the top of the local SERPs. No discount is too small.
5. Host Local Events
Every Friday, almost like clockwork, I dig through my Facebook events to see what happens this weekend.
There will always be a festival, free yoga class, or a charity dog wash.
I like to see local businesses use Facebook events to raise awareness as marketers. But what I do not like is the event not appearing on their website.
If you organize a local event without announcing it on your website, you will lose some great local SEO mojo.
Here’s how Antonelli’s Cheese Shop in Austin’s local cheese shop is paired with classes and events.
Screenshot of Antonelli’s Cheese Shop, December 2021
Or pursue Green Bench Brewing to St.Petersburg, Florida. They host hospitality on Wednesdays.
Screenshot by Green Bench Brewing, December 2021
At the back you can rent your place as an event room like Station House.
Screenshot of Station House, December 2021
6. Partner With Local Events Or Implement Events Calendar
Is the idea of organizing a local event too overwhelming for you – like the first time you tried to order from the dollar menu at McDonald’s? Then consider partnering with a local event.
As Suncoast Credit Union does. They sponsored the event and provided a discount for the VIP experience.
Screenshot by Suncoast Credit Union, December 2021
Or as Marriott did in Atlanta.
Screenshot by Marriott, December 2021
And, it works. Milestone has increased organic traffic from the Charley Creek Inn, a luxury boutique hotel, by 81% after the CMS was enhanced with an event calendar.
If you do not have the budget to sponsor local events, talk about local events.
For example, New York-based digital agency LaunchMetrics has compiled a report on digital trends at NY Fashion Week.
Screenshot by LaunchMetrics, December 2021
7. Blog Content
Blog content is where the magic happens. If you are looking for a local business to compete in the local SERPs, having an active blog will help improve your ranking.
Not sure what to write? Here are some ideas to get you started:
Jeni’s Splendid Ice Cream has written a blog post on her new Wrigley location.
Screenshot by Jeni’s, December 2021
Jeffcot Law answers questions about marijuana laws in Ohio.
Screenshot by Jeffcot Law, December 2021
Evergreen Home Heating and Energy Shares as a New Trane Product Improves Seattle Home Heating.
Screenshot of Evergreen Home Heating and Energy, December 2021
Asana interviews her clients who act as witnesses.
Screenshot of Asana, December 2021
8. ‘Best Of’ Guides
When it comes to creating a “best of” list, I would quote the rapper TI, “You can have what you want.”
With a “best of” list, you want to build a guide that gives your readers everything they love about a topic.
Tim Capper, Director of Search at Online Ownership, has created a hub of city location guides for a taxi company that has helped keyword visibility jump 99 places in the SERPs.
These guides included downloading Google Maps, video content with dashcam tips from taxi drivers, airport guides, and more.
For example, the Coffeebar has created this amazing coffee guide.
Screenshot of Coffeebar, December 2021
9. Press Pages
Press pages are like Wendy’s of fast food. You know it’s there, but you rarely pay.
When I came across the WeWork press page, I could not help admiring the images of every location they had.
This local content makes me dream.
Screenshot by WeWork, December 2021
Content Can Improve Your Local Search Rankings
As local algorithms change and search engine ranking features adapt to consumer behavior, local SEO has received a serious makeover.
From content around city-specific landing pages to press pages that are all centered around intent, the days of putting your NAP on your websites for ranking and map packages are a thing of the past.
So, before another day goes by publishing the same blog content since you started your business, read these nine content creation ideas for your local business.
Featured Image: Paulo Bobita / Search Engine Journal
GMB signals are the most important factor for local ranking (33% impact!). There are over 3000 GMB categories. Your primary GMB category is the most important factor in ranking for local search results. Identifying relevant search terms and researching your competitors can help you choose the best GMB categories.
How SEO keywords are written?
You should enter keywords in your content writing using the following steps:
- Use keywords in your meta description. …
- Add keywords to your SEO title tag. …
- Use keywords in your article title. …
- Use keywords within the first 200 words. …
- Of course, add keywords throughout the article. …
- Use keywords in the last 200 words.
What is SEO format? SEO writing is the implementation of keywords and phrases in web content. Copywriters and marketers use SEO to increase their organic visibility and SERP rankings of their site. The best way to write SEO is to pair a high quality copy with targeted keywords.
What is keyword in SEO with example?
When it comes to SEO, the words and phrases that searchers enter into the search engine are also called “search queries”. When you cook everything on your site – all the pictures, videos, copies, etc. – except for simple words and phrases, these are your primary keywords.
What is keyword and its types in SEO?
There are 9 types of keywords: short tail, longtail, short term, long term, product definition, customer definition, geo-targeting, and intent targeting. All of these keywords have their special power that can multiply your SEO efforts when used in different situations.
What are keywords give five examples?
Examples of keywords are the primitive types, int and boolean; the control flow statements for and when; Access modifier as public, and special words that mark the declaration and definition of Java classes, packages, and interfaces: class, package, interface.
What is keyword with example?
Keywords are the words and phrases that people type in search engines to find what they are looking for. For example, if you are looking to buy a new jacket, you can type something like “men leather jacket” on Google. Even if that sentence consists of more than one word, it is still a keyword.
How can SEO improve sales?
SEO is the key to the success of any modern business, not only because it can increase your visibility and reach online, but also because it can help you boost sales by driving more traffic to your site, offering you more opportunities for leads and Convert customers, and give you the tools you need to increase …
How does SEO improve your business? SEO helps small business owners create fast, robust and user-friendly websites that rank higher in the search engines, which in turn helps bring more qualified potential customers to their site and ultimately increases conversion rates.
How much can SEO increase sales?
More conversion rate Forrester Group has also found that the conversion rate of an optimized site is 200% higher. SEO web design is maximized for conversions. That is more visitors who become solid leads. And there are more leads that are paying customers.
How much does SEO help your business?
SEO has great benefits for websites and can lead to long-term exponential growth. Brands that invest in SEO can build credibility and trust with viewers, thus making it a pivotal part of a digital marketing strategy.
How much can SEO increase traffic?
Over 50% of the internet traffic came to websites by clicking on them in the organic search results. This means that websites that have invested in SEO get over 50% of the total traffic over the internet. And when they rank on the first page, they see over 90% of that traffic.
What do you mean by content strategy?
A content strategy is a plan in which you use content (audio, visual and / or written) to achieve your business goals. A successful content strategy will attract your target audience at every stage of the funnel and engage them even after a purchase. Say your business goals include raising brand awareness.
What are the 3 components of the content strategy? Successful content marketing strategies consist of a mixture of three types of content creation: awareness content. Thoughts Leadership Content. Sell content.
What means content strategy?
Content strategy focuses on the planning, creation, delivery and governance of the content. Content contains not only the words on the page, but also the images and multimedia used.
What is content strategy marketing?
Content marketing is a marketing strategy that is used to attract, engage and retain an audience by creating and sharing relevant articles, videos, podcasts and other media. This approach establishes expertise, fosters brand awareness, and keeps your business upside down when it’s time to buy what you sell.
What are examples of content strategy?
| Examples of Content Marketing Metrics | |
|---|---|
| Zil | Metric |
| Encourage free test registrations | Conversion of traffic to process |
| Nurturing leads to conversions | Used by sellers, email conversions |
| Building customer loyalty | Newsletter subscriptions, word of mouth references |
What are the four components of content strategy?
An effective content marketing strategy must have four core elements to be successful: market positioning, proprietary media value proposition, business case and strategic plan. Let’s see why these elements are essential for content marketing and how you can begin to implement all of them.
What is content strategy and why do you need it?
A content strategy helps you define your marketing goals and set priorities. It allows you to plan your work and ensure that every marketing effort is goal-driven. With a documented content strategy, you can guarantee that every effort of your team translates into concrete results.
What is the purpose of a content marketing strategy?
Content marketing is a marketing strategy that is used to attract, engage and retain an audience by creating and sharing relevant articles, videos, podcasts and other media. This approach establishes expertise, fosters brand awareness, and keeps your business upside down when it’s time to buy what you sell.
Why you need a content strategist?
The actors Because content strategists are responsible for creating a unified content experience, they must be able to engage the actors. They need to determine the needs of the broader organization and departments, work with other teams such as Marketing, Design and Product, and get Senior Leadership Buy In.
What is content strategy and why is it important?
Content strategy is the development, planning, creation, delivery and management of content. The purpose of the content strategy is to create meaningful, cohesive, engaging and sustainable content that attracts the target customers of the company.
What are the four components of content strategy?
An effective content marketing strategy must have four core elements to be successful: market positioning, proprietary media value proposition, business case and strategic plan. Let’s see why these elements are essential for content marketing and how you can begin to implement all of them.
How does SEO increase traffic?
SEO can increase your web traffic by making sure that your website performs relevant searches, thus attracting visitors. So-called organic SEO is the process of getting a natural place on search engine results pages (SERPs).
How much traffic does SEO generate? This means that websites that have invested in SEO get over 50% of the total traffic over the internet. And when they rank on the first page, they see over 90% of that traffic. If you drop local search results or a niche market, the percentage is often even higher.
What does SEO increase?
Factors that improve usability include robust site structure and navigation, both of which are factors in how a search engine ranks a site. With SEO you can track changes in rankings, conversions and website traffic.
What is the impact of SEO?
Increasing Traffic One of the most significant effects of SEO is that you increase traffic to your site. By following SEO Best Practices, you optimize your site to better rank in the search results. As a result of enhanced ranking you drive more traffic to your site.
How does SEO improve your website?
Search Engine Optimization (SEO) It uses techniques that help search engines find the information you publish on your website (web content), then rank it against similar websites. You need to understand how people use search engines to make your website appear when they search for your product or service.
What does SEO improve?
In most basic terms, SEO is used to attract search engine users who are searching for keywords related to your website. By attracting these users, you can get more qualified leads and make more sales, with relatively low marketing costs.
