How to Create a Successful Local SEO Content Strategy

Local SEO has historically been viewed as the art of directory optimization, Google business profiles, and local ads.

And while these methods are effective for finding you in local search, they are only 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 is about optimizing your websites for local terms or publishing them on local business blogs, content marketing can and should be part of your local SEO approach.

So you can use 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 looking for most often. This requires keyword research to find the right terms for your local market.

Tools like Semrush allow you to find geospecific keywords that users are looking for based on where they are looking for services or businesses.

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

For example, let’s say you’re a New York-based family lawyer looking to optimize your existing services and websites. You can use keyword tools to find localized terms (in this case “NY” + “family lawyer”) for your website.

You can then find the terms that best match the service pages on your website. For example:

• Homepage: “New York Family Law Attorney”.
• Divorce law: “New York Divorce Office”.
• Adoption law: “Ny Adoption Attorney”.

Optimize your local websites

Now that you’ve identified the terms you want to target, it’s time to optimize your content based on those search terms.

To do this, follow the best practices for on-page SEO on your websites:

• Paste your target keyword into your website’s URL (exact keyword not required).
• Include your target keyword in your website’s title tag.
• Write a concise, informative meta description.
• Write useful, keyword-rich body content.
• Add images with alternative text optimized for images.
• Use H1, H2, and H3 headings across the page.
• Internally link to related pages on your website.

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

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

Add a detailed contact page

Your contact page gives Google and users valuable context on where your business is and what it’s about.

An unoptimized contact page is a missed opportunity to reach local users.

Your contact page should describe your company and its location effectively, yet concisely. For effective optimization, it is best to include the following:

• Your official company name.
• Your local business address.
• Your business hours.
• Directions to your physical location.
• An embedded card for your company.
• Your business contact details (phone number and email address).
• A contact form so that users can reach you.

By optimizing your contact page, you make it easy for users to know where you are and to get in touch with you.

At the same time, this sends signals to Google so that the algorithm knows where your business is and increases the likelihood that you will be placed in local search.

Write local content

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

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

Consider creating local “top 10” or “best of” lists that are relevant to your industry. Or publish guides for your location – for example, travel guides for tourists visiting your area. This can help you reach a local, relevant audience.

For example, a Canada-based IT company decided to target local car dealerships by posting about local auto events, IT trends, and more. They have been able to expand their content marketing beyond their original reach of small, local businesses.

Send guest posts to local publishers

Guest posting is a common and effective content marketing strategy for driving links and traffic to your website. And guest posts can serve your local SEO efforts too.

Contacting local businesses for guest posting options. You may not always deserve a link, but you can use your existing readership to your advantage and generate even more local traffic.

For example, WestSeattleBlog.com and VisitSeattle.org are both local, authoritative publishers in Seattle who frequently publish content from local businesses and bloggers.

If you are a Seattle business owner, serving on one of these websites could bring you valuable traffic.

Write about local events and activities

Chances are your local community has its own craze for activities and events near you.

That means people are looking for that content as well. This gives you the opportunity to get into the noise.

Is there a big conference coming to town? A sports event that causes a lot of hype?

These are just two examples of possible content opportunities that could drive local traffic to your website.

Keep an eye out for local topics like:

• Sports events.
• Networking events.
• Shows and concerts.
• Conferences.
• Seasonal events.
• Events speak.
• Local ceremonies.

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 Co.

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

You can then share location-specific content to reach your target customers. Follow local event sites and companies to see what they post to get people excited.

For example, let’s say you’re a digital marketer in Denver, Colorado looking to attract more local customers. You can blog about an upcoming business event and share it on social networks to generate additional traffic.

Then search for relevant Facebook groups to share your content.

Avoid common mistakes in your local SEO

You can make the best content in the world, but if it’s not discovered by users, you won’t be attracting the local traffic you deserve.

Because of this, while it’s best to follow the tips above to get things right, you also want to avoid some common local SEO mistakes.

These errors include:

1. Don’t use local keyword targets in your content.
2. Neglect of customer reviews.
3. Inconsistent information about name, address, phone number and website (NAPW).
4. Have no directory entries.
5. Don’t have a Google company profile.

If you are going to the hassle of crafting a local SEO content strategy, make sure to check all the boxes.

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

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