Local businesses (with a website) should apply effort to create a particular kind of content that not only provides value to their readers but also performs well in the search engines. This can be tricky as you need to appeal to two different things at the same time.
Logically, running a local business implies that choices for content topics will be more limited compared to having a global scope, so you will need to be extra creative. Many local business owners end up boring visitors with content that doesn’t provide much useful information, or cause them to feel inspired.
In this post, we will show you effective strategies on how you can produce readable (and useful) localized content that will simultaneously help your website rank higher.
Your Current Content
Identifying Local Keywords with Decent Search Volume
Have you already created a lot of content for your website? If yes, it might get overwhelming to evaluate each of their performance comprehensively. But there are various ways and useful insights to spruce your content up. One of the quickest methods to see what content is performing best – is to use a tool from a website called Buzzsumo (link). While the free version doesn’t give you a complete breakdown of every page or post, it will still display to you the top-performing content areas on your website.
This way you can tell what content or presentation is getting higher content rankings on Google compared to other posts, then consider creating more variations on similar themes in order to attract more traffic. But how? Buzzsumo is a tool that identifies patterns in what resonates with your audience—not only simple page views but also its impact on your target market along with the engagement (comments, shares, and other interactions) your content generates.
However, you might be asking about the relevance of understanding your current content landscape for your business. By analyzing your content, you will be able to determine the areas where local SEO optimization is thriving. You can enhance your content’s visibility in search engine results by strategically optimizing your pages.
Through Buzzsumo you will gain comprehensive performance metrics and actionable insights to refine your content strategy. With this adept tool, you can create high-quality content that attracts traffic, aligns with your audience’s preference, and contributes to your website’s overall success.
Identifying Local Keywords with Decent Search Volume
Try out the Google Keyword Planner by typing in a couple of local keyword variations that you think local community members will be searching for. Of course, localized keywords will produce a search volume that will be much smaller than larger-scope keywords. The idea is to find local keywords that have a decent search volume.
Integrating a strategic Geo-targeted content strategy is your way to go. With consistent content creation tailored for those keywords, your website will begin to rank higher in associations. In relation to that, you can establish and enhance your online presence by using strategies called Regional SEO Techniques.
These practices will help establish your business through content focusing on specific geographic areas. Besides localized keyword optimization, Google My Business optimization, local link building, and mobile optimization are some of the most common techniques used by entities with online presence.
Also by using the Keyword Planner, you are validating that there is already relevant existing search traffic which is a measure of demand. This validation serves as an essential tool that your preferred keywords align with your local target market’s search behavior.
In cases where there isn’t much demand for your particular kind of service, you will have to then generate demand with some other marketing. Exploring other alternatives to market your service and generate interest within your local audience means a higher chance to adapt and thrive in various niches.
So once you have a list of good keyword choices, you can then combine them into keyword groups targeted at specific sub-topics. This will help you create a more comprehensive array and/or position more in-depth content.
Your Audience
If you only feel a limited familiarity with your target audience, then it is worth it to spend some time researching your audience. When you are writing content with a specific type of person in mind (understanding their preferences and demographics or simply putting yourself in your target audience’s shoes), then you will naturally produce content that is more relevant & useful to those types of readers. With content that resonates with your local audience, those people will be more likely to check out your services & products.
Knowing your audience from within serves as a strong foundation for creating Local SEO content. With this strategy, people will find it easy to relate and engage with your business. As a result, it will be easy for your content to dominate localized searches.
Another suggestion is to check Facebook Audience Insights which is built into Facebook. To access the integral tool – click on Facebook Adsmanager, and then click on Audience Insights. With this tool, you can visualize a custom audience; which allows you to uncover how many Facebookers match such a profile. This will give you an idea of the overall size of your market. Also, it will help you discover any relevant interests; so you can better attract them.
While this tool focuses on your audience’s demographics, it functions beyond that point. It provides comprehensive insights into online behavior. By looking into this detail, you can refine your content strategies and position your business according to your local target market.
Write in Terms of a Broader Interest; yet Tailored for Local Focus
When creating a potential list of topics try to begin with broad interests, before you drill down to your local community. You can weigh down your options and achieve a strong foundation for focused localized content. Through this technique, you can have a better understanding of your chosen keywords (a potential to attract broader search but remain relevant locally).
An effective method to easily keep an eye on trending topics from sites like “Buzzfeed”, or “Google Trends”. This will help you identify current topics that are on people’s minds, and adapt the scope of a topic to your style of business.
Publishing localized articles shows an effort to reach a wide audience but ensures that the content resonates specifically within your targeted local community. Demonstrating inclusivity can establish your brand and build a sense of connection with the general audience or a diverse range of readers.
However, keep in mind that when you’re creating content, do not force any keywords into it. Besides sounding unnatural, forced keywords disrupt your content’s authenticity. As a result, potential clients may doubt your business’s credibility and exit your page right away.
The best SEO content will most “naturally” integrate certain keywords, and their insertion in the content will sound natural, as opposed to feeling awkward sounding or forced. Over time, the content techniques above will help you not only produce better content; but will also help your website rank higher in search engines.
In a nutshell, localized content SEO is pivotal to establishing and enhancing your business’s online presence. By leveraging tools like Buzzsumo and Google Keyword Planner, you can analyze your target audience and tailor your content strategy accordingly. Moreover, considering other strategies involving your current content, local audience, and marketing approach allows you to elevate website rankings and secure online success.
