I’ve spent more hours than I’d like to admit on the quest for the best Indian restaurant near me. I’ve scrolled through countless Instagram posts, picked the brains of local bloggers, and returned to Google time and time again.
When I browse Google, I encounter Google Business Profile, Google Maps, and a wealth of local reviews. It’s disheartening to see local websites pushed further down in the local SERPs.
In 2023, an astonishing 65% of Google searches provided users with the information they sought right on the search results page, up from 50% in 2020.
Nowadays, your website takes a back seat to Google Business Profile and other Google search features.
Remember the good old days when ranking for local SEO was a breeze? You’d add your NAP to the footer, build a few directory links, and bam! You were well on your way to appearing in the local 7-pack.
Somewhere along the line, the 7-pack shrunk to a 3-pack, and local directory links lost their mojo.
To climb the local SEO ladder and compete with zero-click results, you need one key ingredient: rich local content.
Still not convinced? Consider this: Seoreseller.com saw its traffic soar by nearly 300% by creating custom local content. And they’re not the only ones.
Search Geek Solutions achieved a remarkable 300% increase in organic visibility for Bloomfield Dental Designs, all thanks to strategic local content.
Rich local content enables you to rank for less competitive local keywords.
To help you keep your website fresh with local content and supercharge your local SEO strategy, I’ve listed nine diverse types of local content that you can draw inspiration from for your own business.
What Is Local SEO Content?
Local SEO content covers a wide range of media, including text, images, and even videos, all carefully crafted to cater to the needs of local searchers. This content finds its place on your website, local landing pages, your Google Business Profile, and various other platforms.
If you’re a local business with a specific area or zip code in mind, all the content on your website is geared towards serving the needs of local residents.
Let’s be clear – there’s no magical formula in local SEO content that can instantly drive local foot traffic to your business.
The fundamental difference between standard “content” and “local content” lies in the underlying search intent.
When you sit down to write, it’s essential to consider the local user, local entities, and the intricate web of local semantic relationships to forge a deeper and more meaningful connection.
It’s not merely about shoehorning local keywords into your blog content. When done right, the results can be impressive.
Take, for instance, Exposure Ninja, which witnessed a remarkable 900% surge in keyword visibility after two years of crafting locally focused blog content for an accounting firm.
Likewise, Dallas SEO Dogs revamped their strategy for a local bar, HIDE, ditching outdated keyword stuffing and bolstering thin content. The outcome? An impressive 72% increase in organic traffic.
How Do You Write Local SEO Content?
Picture this: If Willy Wonka decided to switch gears and dive into the world of SEO, trading his chocolate factory for a local SEO agency, he’d still be scratching his head when it comes to producing top-notch local SEO content. There’s no enchanted Golden Ticket to be found in the realm of crafting local SEO content.
But fear not, because search engines do offer some handy tips to boost your content’s ranking in local search results.
Here are 4 tried and tested tips for creating effective local SEO content:
- Leverage the Magic of Schema Markup As Google search results become more dynamic and interactive, the significance of schema markup continues to grow. Schema helps search algorithms grasp the connections between different pieces of content. By incorporating schema markup for your local business and authors, you effectively highlight your expertise and authority.
- Sprinkle in Local Phrases Naturally While conducting thorough local keyword research is crucial for shaping your content strategy, it’s equally important to understand how these keyword phrases fit into the bigger picture. When you take a step back and infuse your content with local references while thinking holistically about your business, you’ll find success in the realm of local SEO content.
- Write in a Conversational Tone Voice search has been part and parcel of local SEO for quite some time now. In fact, a whopping 75% of smart speaker owners use their devices to search for local businesses on a weekly basis. Craft your content in a conversational manner to effectively target those longer voice search queries that populate the search engine results pages (SERPs).
- Images: The Unsung Heroes Images often fly under the radar in the realm of local SEO. However, with mobile search taking the lead, optimising your images for mobile search is crucial. By incorporating unique, non-stock images in a square format, complete with proper alt text and schema markup, you enhance your chances of securing a spot in mobile search results for local queries. Steer clear of relying on generic stock photos and instead opt for engaging, original images that seamlessly complement the narrative of your content, helping to weave a more captivating story.
9 Examples Of Content For Local SEO
Create a City-Specific Landing Page
Here’s a little puzzle for you: Can you manage to rank for local keyword terms without having a dedicated location webpage?
While it’s not impossible, it can be quite a challenge. The journey to success in the local SERPs becomes considerably more straightforward when you’ve got a well-structured location webpage in your toolkit.
State or Regional Landing Page
Getting clients enthusiastic about generating more content can be a tough sell. However, when you’re entrenched in the competitive world of local SEO, your success might hinge on the content you produce, determining whether you leap from Page 2 or 3 to the coveted Page 1.
If the prospect of crafting numerous city-specific location pages feels overwhelming, consider commencing with a broader approach by focusing on the city or region where your business operates.
Embracing the Power of FAQ Pages
Let’s talk about FAQ pages – they’re pretty close to becoming my ultimate hub for all things related to local SEO content. These pages are like the Swiss Army knife of the SEO world, offering a versatile toolkit that can help elevate your local SEO strategy to the next level. Whether you’re aiming to enhance user experience, boost your website’s visibility, or provide valuable information to your audience, FAQ pages have got you covered.
Leveraging Specials for Local Success
Specials and discounts – they’re like the icing on the cake for local business owners, right?
In the era of savvy shoppers (yes, we’ve all become a bit of an extreme couponer at some point – guilty as charged!), catering to customer demands by tailoring specials to local residents can be a game-changer.
Today’s consumers appreciate a personalised touch, and that’s precisely what localised specials deliver. By extending a location-specific discount, you’re not just offering a deal; you’re creating a unique bond with your local audience, making them feel truly valued.
In the fiercely competitive race to claim the top spot in local search engine results pages (SERPs), no discount is too modest to make a meaningful impact. Every gesture, no matter how small, can tip the scales in your favour and set you on the path to local SEO triumph.
Harnessing the Power of Hosting Local Events
Almost like clockwork, every Friday, I find myself scrolling through my Facebook events to uncover the weekend’s happenings. It’s a ritual I share with countless others – discovering festivals, free yoga classes, or charity dog washes in the local scene.
As a marketer, I genuinely appreciate how local businesses leverage Facebook events to generate awareness. Yet, there’s one thing that never fails to disappoint me – when these exciting events don’t make an appearance on their websites.
If you’re hosting a fantastic local event but neglect to announce it on your website, you’re essentially missing out on a significant dose of local SEO magic.
Collaborate with Local Events or Implement an Events Calendar
If the idea organising a local event feels as daunting as your first attempt at navigating the McDonald’s dollar menu, don’t worry, there’s an alternative that doesn’t involve event planning stress – partner with existing local events.
If your budget doesn’t allow for event sponsorship, you can still engage with local events by discussing and promoting them. Implementing an events calendar on your website can be a game-changer, serving as a valuable resource for your audience and boosting your local SEO efforts.
The Magic of Blog Content
When it comes to enhancing your presence in the local search engine results pages (SERPs), blog content is where the real magic unfolds. If you’re a local business striving to compete effectively, maintaining an active blog is your secret weapon for improving your rankings.
Creating ‘Best Of’ Guides
The key to a successful “best of” guide is to create something that caters to your readers’ specific interests on a particular topic.
Take, for example, Tim Capper, Director of Search at Online Ownership. He took on the task of creating a series of city location guides for a taxi company, and the results were nothing short of impressive. These guides weren’t just informative; they went the extra mile. They offered downloadable Google Maps, engaging video content featuring taxi drivers sharing dashcam tips, comprehensive airport guides, and much more. As a result of this comprehensive approach, the company’s keyword visibility shot up by a remarkable 99 spots in the search engine results pages (SERPs).
Press Pages
Press pages are like the Nando’s of the fast-food world. You’re aware they exist, but more often than not, they tend to lurk in the background, seldom drawing your attention.
However, just like the delightful surprise of finding your favourite fast-food joint tucked away in the corner, press pages can hold immense untapped potential for your website and online presence. These often-overlooked sections can be transformed into dynamic hubs of information that not only engage your audience but also boost your credibility and authority.
