Many website visitors spend their time searching for content such as the best Mexican food, scrolling through Instagram posts and checking out local bloggers.
When we look around on Google, we see the Google business profile of website operators, the Google map and local review information, among other things. Unfortunately, local websites are being pushed further and further down in the local SERPs.
In 2020, more than 65% of all Google searches resulted in the user receiving the desired information on the search results page. This figure was still at 50% in 2019 and has risen significantly in one year.
In this respect, your website plays a less relevant role for users and ranks closely behind the Google Business Profile and other Google search result functions. Ranking for local SEO used to be pretty simple. You added your NAP in the footer, set up a few directory links and voilá! They were on their way to the local 7-pack.
At some point, the 7-pack became a 3-pack and local directory links are no longer enough. To rise in local SEO search results and compete with zero-click results, you need rich local content.
Operators who concentrate on this approach to redirect users to the websites achieve enormously increased sales. This is achieved entirely by creating custom 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 boost your local SEO strategy, we’ve listed eight different types of local content that you’re welcome to implement on your own website.
But first…
What is local SEO content?
Local SEO content consists of text, images and even videos that are tailored to 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 targeting a specific area or zip code, all the content on your website will be aimed at local residents. To be clear, there is no one-size-fits-all recipe for local SEO content that will instantly drive traffic to your business from the surrounding area.
The difference between “content” and “local content” is the search intention behind the query.
When writing, think about the local user and local semantic relationships to create a deeper connection. It’s about more than just linking local keywords to your blog content. If it is done correctly, it works.
Many companies continuously increase keyword visibility and organic traffic after creating localized blog content for their industry.
So …
How do you write local SEO content?
Even if Willy Wonka got in touch with his SEO side and opened a local SEO agency instead of a chocolate factory, he still wouldn’t produce local SEO content. There is no Golden Ticket to win for writing local SEO content.
But the search engines do give a few tips on how to get your content ranked in local search results. Here are four tried and tested tips from us for writing local SEO content.
1. use schema markup
As Google search results become more comprehensive and interactive, schema is becoming increasingly important. Schema helps the algorithms to understand how content relates to each other. By adding schema markup for your local business, authors, etc., you highlight your expertise and authority.
2. sprinkle local phrases into your content
While researching local keywords is important to plan your content, it’s even more important to understand how the topic that leads those keywords fits in. If you take a step back and think about your business as a whole while sprinkling in local mentions, you’ll find success with local SEO content.
3. write the way you speak
Voice search is nothing new for local SEO. In fact, 75% of people who own smart speakers use them to search for local businesses on a weekly basis. If you write in an entertaining tone, you can address these longer voice search queries in the SERPs.
4. pictures are your unsung hero
Images often go unnoticed when it comes to local SEO. However, as mobile search is becoming more and more important, you should optimize your images for mobile search. If you include unique images (not stock photos) in a square format with proper alt text and schema markup, you have a better chance of ranking in mobile search for local search.
Do not rely on archive images. Use engaging, original images that complement the rest of your content and help tell a compelling story.
8 examples of content for local SEO
1. city-specific landing page
Here’s a fun challenge: Can you rank for local search terms without a location-based website? It’s much easier to rank in the local SERPs if you have a location-based website.
If you are a local company with several locations, it is worth creating a separate page for each location. Pair this with unique local images for complete success.
2. city-oriented or regional landing page
It is difficult to persuade a customer to access multiple contents. But if you’re competing in the local search engine optimization space, content can make or break your rise from page 2 or 3 to page 1. If creating multiple city-specific location pages sounds like a daunting task, start with the city or region of your locations. If the search intent perfectly matches the content on your site, you are on the road to success.
Before creating your location-based pages, you should therefore deal with the buyer personas in order to understand the target group. It can therefore be concluded that the pages on the individual locations improve user-friendliness for customers. This not only increases your company’s organic traffic, but also the conversion rate.
3. FAQ pages
FAQ pages are like my one-stop store for all local SEO content. This means you are well equipped to help your customers without having to spend a long time searching for the answer to their questions.
4. offers
Special offers and discounts are the ultimate for local business owners and are always recommended. In today’s age of smart shoppers, everyone is an extreme discount user. Securing discounts is a great feeling. Give your customers what they want by tailoring special offers to your local residents. Hotels in particular are known for this approach – with success.
By offering a location-specific discount, you appeal to your local audience. They give them the feeling of being something special. It is an intense race for the top positions in the local SERPs. No discount is too small.
5. organize local events
Many customers make themselves comfortable on Friday and go online. They search for the hottest local events for the weekend on sites like Facebook and the like. There’s almost always a festival, a free yoga class or a charity dog wash.
It’s a great way for local businesses to use Facebook events to raise their profile. Another very negative aspect is when these events are not listed on the website. If you host a local event without announcing it on your website, you’re missing out on a lot of local SEO mojo, as we like to call it.
6. set up partnerships with local events or event calendars
Is the idea of hosting a local event too overwhelming for you? Then you should consider a partnership with a local event.
A small example: You could sponsor an event and offer a discount for the VIP experience. Or increase your company’s organic traffic by improving the CMS with an event calendar.
If you don’t have the budget to sponsor local events, at least talk about local events. One possibility is to report on the trends and events that are taking place and that suit your company. Perhaps you have taken part and can provide exclusive insights.
Blog content is where the magic happens. If you’re a local business looking to compete in the local SERPs, having an active blog will help improve rankings.
Don’t know what to write? Here are a few ideas to get you started:
- Announcement of a new location
- Product announcements
- Interviews and field reports
7. ‘Best of’ guides
With a “best of” list, you want to create a guide that offers your readers everything they like about a topic. See what suits your company and share the preferences with your audience. Recommendations by ranking are always welcome. This allows you to significantly improve the ranking of the corresponding keyword in the SERPs.
Feel free to link to these “best of” lists and support them with videos and images. That makes them even more interesting.
8. press pages
The disadvantage of press sites is that they are hardly noticed, even though everyone knows they exist. For more attention, focus on unique content and make your press page something special. You wouldn’t believe what individual images can do to support the content. Suddenly the press page is incredibly interesting for your visitors.
Content can improve your local search ranking
As local algorithms change and search result functions are adapted to consumer behavior, local search engine optimization has undergone a significant refresh.
From content for city-specific landing pages to press pages all centered around search intent. This makes the days of simply putting your NAP on your websites to appear in the card packs a thing of the past.
So before another day goes by where you’re posting the same blog content you’ve been posting since you started your business, check out these eight ideas for creating content for your local business. It is worth it.
