Local SEO differs from global SEO because of the addition of a geographical component.
This search engine optimization strategy is effective for brick-and-mortar brands that want to broaden their reach in the online space.
In this article, we’re going to talk about an important aspect of local SEO that’s sure to help you reach the target audiences in your neighborhood: Content creation.
When you’re writing for local readers, it’s crucial that you follow tips to make sure that your content shows up on local search.
At the same time, it should be able to provide actionable information that will lead more customers through your doors.
Without further ado, let’s explore eight useful local SEO content marketing tips you can apply today.
Table of Contents
- How To Write Local SEO Content [8 Useful Tips]
- 1. Use the GKP to research local keywords.
- 2. Focus on writing local headlines.
- 3. Take advantage of seasonal topics
- 4. Don’t forget evergreen content.
- 5. Tackle case studies.
- 6. Invite other local experts in your industry to guest post
- 7. Attend a local event and write about it.
- 8. Add customer reviews to your website.
- Final Word
How To Write Local SEO Content [8 Useful Tips]
1. Use the GKP to research local keywords.
Keyword research is even more important when you’re catering your content to local readers.
To get search volumes of your specific location, use the Google Keyword Planner tool.
If you haven’t used this keyword research tool yet, do the following:
- Sign up for a free Google AdWords account
- Click Tools > Keyword Planner
- Select “Search for new keywords using a phrase, website or category”
- Fill out the form fields
- Specify your target location under “Targeting”
Note that most local searchers look for services by identifying both an industry and location.
For example, if someone looks for roofers in Columbus, Ohio, they would type in the terms roofers Columbus Ohio.
2. Focus on writing local headlines.
Even if you’re writing local SEO content, don’t forget that your headlines create a first positive or negative impression.
It sets the tone for the rest of your content.
Since you’re targeting your neighborhood readers, make sure that your headlines contain local search terms.
Let’s say you run a roofing company in Louisville, KY.
A good blog post title would be “How to Find the Best Roofer in Louisville KY” or “Easy Steps to Choosing the Right Roof in Louisville KY.”
Here are some headline tools to help you write attention-grabbing headlines:
3. Take advantage of seasonal topics
No matter where you’re from, for sure you have specific seasons that impact people’s buying decisions.
If it’s winter in your geographical location, people would certainly be interested in specific offers.
Depending on your niche, think about products that people often buy during the winter and create great content around it.
For example, if you run a clothing store, you can probably write a guide on selecting the perfect winter coat.
Within that content, you’ll be able to showcase your very own collection of coats.
Publishing seasonal topics help you get more eyeballs on your brand. This gives you a tremendous opportunity to amp up your sales!
4. Don’t forget evergreen content.
While seasonal and time-sensitive topics are great for attracting online and offline customers, it’s good to create evergreen content.
Evergreen content doesn’t get easily outdated.
Lasting for a longer period of time, it provides pieces of advice and knowledge that people can apply for many years to come. Another benefit of evergreen content is that it can be shared multiple times.
Imagine that you own shop that sells gardening tools.
An evergreen blog post that readers will find useful can be about how to safely use secateurs.
You can amplify the reach of your blog’s best evergreen topics by repurposing them.
Turn an evergreen how-to post into a short tutorial video or PDF checklist which you can offer as a lead magnet.
5. Tackle case studies.
Sadly, not all local businesses leverage the potential of case studies.
Focused on solutions, case studies effectively demonstrate how you were able to help address your customers’ pain points.
It outlines steps you took to end your audience’s problems.
Business owner interviews a client for his case study
Know that this type of local SEO content increases your social proof, thereby boosting your sales.
Follow these quick tips when crafting a case study:
- Pick a customer whose story your prospects can easily relate to.
- Tell the complete story. Start with the customer’s background and main problem at hand. End with the positive results after using your product or service.
- Use good formatting to make your local SEO content scannable.
- Include before and after photos in your post.
- Cater to different learners by repurposing your case study!
6. Invite other local experts in your industry to guest post
Some website owners are hesitant to show the opinions of other authoritative people in their niche.
This is actually counterproductive if you’re aiming for long-term success.
Inviting an industry expert to guest post on your blog will not undermine your expertise.
In fact, this creates an impression that you are part of a larger network or community.
This also shows that you value your readers’ learning experiences by exposing them to new perspectives.
For example, if you own a yoga studio, you could probably invite yogis to share some yoga practice tips geared towards beginners.
7. Attend a local event and write about it.
Nick Wilson of Audience Bloom talks about the benefit of showing up at a local event.
He mentions that being involved in that offline experience (local event) allows you to share that experience online.
Local events give you a chance to create content with location-specific keywords in it.
This presents another opportunity for you to leverage location-specific keywords in your next blog post.
Share this piece of content with your social media followers and fans.
Wilson also suggests using event-specific hashtags when promoting this online to reach others who have attended the same event.
8. Add customer reviews to your website.
A study reveals that almost 90% of consumers read reviews to help them make a purchasing decision.
Reviews are a new form of effective marketing, as they help prospects overcome their doubts about a brand.
Not only that, reviews on your website boost your performance by optimizing your local SEO content for long tail keywords.
There are two ways to incorporate reviews into your site:
- Use review widgets or badges from third-party websites where your business is featured.
- Install the WP Review Pro WordPress plugin to allow customers to leave brand new reviews.
Content remains to be king, especially in local SEO.
When created effectively using these tips, local SEO content will positively shape people’s decisions to do business with you.
It will let you stand out in a competitive niche, to the point of helping you outrank bigger brands who haven’t leveraged it yet.
Thank you for taking the time to read my eight local SEO content strategies. Good luck in growing a successful website!