Targeting Local SEO Through Content Marketing (Guide)
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Search engine algorithms get smarter every year and they are starting to put more emphasis on content relevance and user intent as a ranking factor. As digital marketers, it’s important to understand how you can utilize content to best benefit your SEO strategy - so you can rank higher on search engines!
But What Exactly Is Content Marketing?
Content marketing allows you to tailor your content based on the target audience. It involves planning, creating and publishing content that matches the intent of the user; it generates interest, and builds brand awareness. A powerful content strategy can communicate directly and drive people to take action!
With the proper use of SEO and strong content marketing, you can achieve long term results that increase brand awareness and generate social trust.
We’ve put together 5 ways you can start targeting local SEO.
Let’s begin!
Understand Local Search
By understanding the type of searches your target audience is using on search engines, you can begin to brainstorm the type of content you need to create. The “people also ask” section on Google is a great tool you can use to analyze and understand the intent behind the search query.
Mobile users tend to use “near me” type searches. One way you can capitalize on this is by specifically including your business/service location within your SEO title. This can help boost your click through rates, increase local traffic, and inform search engines that your content is relevant to the specified location.
Publish Localized Content
As obvious as it may sound, publishing localized content will attract local visitors. This is another factor that contributes to search relevance and can surely elevate your SEO strategy.
Above is an example of how creating localized content can increase website traffic. The search query “Best coffee in Vancouver” generated a result from a post titled, “What are the best coffee beans available in Canada”.
This is a great example of how creating localized content based on understanding local search can increase website traffic!
Register for Google My Business (GMB) + Post Updates
Recommended: Implement a consistent GMB strategy to promote website content and other business related updates.
Google My Business is an effective way to increase your local presence on the search engine results page. For instance, this allows Google to understand your service area and appear for “near me” related searches.
GMB results for “Coffee shop near me”
Another reason for you to start utilizing Google My Business is when users search for your business directly, which can improve your page visibility and increase user trust!
Related: “4 Reasons Why Google My Business is the Most Important Listing on the Internet”
Google My Business: Create Updates
Creating Google My Business updates is a great way to optimize your listing.
Some examples are:
Recent Blogs + Linked to the content
Reviews & Testimonials Highlight
Special Events & Announcements
Products & Services
Cross-Promote on Social Platforms
Cross promoting your SEO content on social media can benefit your overall strategy. By ensuring that the content reflects each platform, you can start to generate some really nice website traffic. Even though social media links don't contribute to search rankings, cross promoting can increase brand exposure!
For example:
Website: Targeting Local SEO Through Content Marketing (2022 Guide)
Instagram: Images + Squared Visuals that provides local SEO content tips
Youtube: A video explaining the importance of targeting local SEO through content marketing
TikTok: 15-60 secs. video that is engaging and informative
Recommended: Try to incorporate a link to the primary website/content to guide users = generate blog traffic.
Register for Local Listings
Local listings are important to your SEO strategy because it increases visibility and provides business information to potential customers. If you want to emphasize on ranking for local searches, listing registrations is a must!
It is recommended that you consider other search engines besides Google, such as Bing - depending on what your customers use!
Listing examples:
Google My Business
Yelp
Yellow Pages
Bing Places
Once you’ve successfully registered your business, optimizing the page content is key. Ensure that you add relevant/consistent information such as:
Business Information
Contact Number
Type of services + Products
Images + Other Necessary Visuals
Provide Updates (similar to GMB above)
Content optimized listings are perceived as more trustworthy, and engaging for users. If the content of the listing sparks interest, the user will be more likely to visit your website to find out more!
Written by Jason Serafica
But remember!
Your local SEO strategy is simply one of the many factors that contributes to SEO rankings. It is important to consider that a strong local presence combined with the proper SEO tools, can elevate your organic traffic and improve search performance!
