Local business’ (with a website) should apply effort to create a particular kind of content that not only provides value to your 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 more limited compared to have 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 show you how you can produce readable (and useful) localized content which will simultaneously help your website rank higher.
Your Current Content
Have you already created much content for your website? Here are some useful insights to spruce this up. First, one of the quickest methods to see what content is performing best – is to use a tool from a website called Buzzsumo (link). The free version doesn’t give you a complete breakdown of every page or post. However, it will 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.
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.
With consistent content creation tailored for those keywords, your website will begin to rank higher associations. Also by using the Keyword Planner, you are validating that there is already relevant existing search traffic which is a measure of demand. If there isn’t much of a demand for your particular kind of service, you will have to then generate demand with some other marketing.
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.
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, then you will naturally produce content that is more relevant & useful to those types of readers. Those people will be more likely to check out your services & products.
Another suggestion is to check Facebook Audience Insights which is built-into Facebook. To access the tool – click on the 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.
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 also 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, adapt the scope of a topic to your style of business. Keep in mind that when you’re creating content not to force any keywords into your content.
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.