Creating Website Content for Local SEO

Local SEO guide

Table of Contents

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Local SEO, or search engine optimization, takes a lot of work to learn. But mastering SEO is necessary if you want your business to succeed online. An important component of local SEO is website content. Taking the time and learning to write content optimized for search will start to pay dividends and help your business steadily grow.

Types of Online Content

Many forms of content marketing are worth diving into. However, the medium you primarily focus on will depend mainly on your industry. 

  • Website content
  • Video content
  • Social media content
  • Email outreach
  • Podcasts
  • Courses 

We will be focusing largely on website content for this post, as it most pertains to local SEO results. 

Local SEO Content Guide

Optimizing your website’s content for local search needs to be one of your top priorities if you’re looking to grow your local business via increased leads, sales, or visibility. SEO requires comprehensive research, knowledge, and skill. Submitting your brand to local online directories should be one of the first steps you take. From here, you want to set up your Google Business Profile page and website. 

Research Keywords

Keyword research image

Next, it’s time to begin working on content. You want to start by creating a detailed list of keywords for which you’d like to rank. Try to find a balance between high-traffic terms and more specific, niche phrases that are easier to rank for.

Use data-driven keyword research tools like Ahrefs and Semrush to determine which keywords are worth pursuing. In addition, Keywords Everywhere has a chrome extension that shows you monthly search volume, competition, and cost per click that you can view while using Google. There are among the best local SEO software tools.

Keywords Everywhere data example

Solve Your Reader’s Problems

Try and think like your ideal customer. Once you’ve researched keywords, think about creating content that answers questions or provides valuable information that is interesting and engaging to your audience. Since Google’s algorithm penalizes low-quality writing, quality will always trump quantity when it comes to website content. So make sure each piece of content you create has something of value. 

Keep Your Content Short and Easy-to-Understand

When it comes to formatting your content, keep readability top of mind. You want people to be able to scan and find the information they need quickly and easily. So make sure paragraphs are kept short and easy to read, and closely consider how headings can divide up your ideas into digestible chunks. This will make it easier for visitors to locate exactly what they need.

Incorporate visuals

Visuals are a great way to break up text and make it more visually appealing. Include images, videos, or even AI-generated images. Not only can this help enhance your SEO efforts, but readers also love visual elements.

Use Headers

Using H tags (H1, H2, H3, etc.) will better help search engines understand the structure of your content and allow readers to comprehend the main takeaways from your content at just a glance.

Understanding Search Intent / Marketing Search Funnel 

An essential part of writing SEO-optimized content is understanding search intent. Each search is performed with a goal in mind. There are three categories that almost all web queries fall into. These categories each reflect a different step in the buyer’s journey.

Types of Searches

Buyers journey marketing funnel
Source: TrackMaven.com
  1. Informational searches – The most common type of search. The user is looking for either information, answers, or guides. There is little likelihood that this user is looking to make a purchase. This is the awareness stage of the buyer’s journey. 
  2. Navigational searches – When someone performs a navigational search, it means they are looking for a particular source or website.  
  3. Transactional searches – Transactional search queries usually mean the browser is ready to make a purchase. Keywords frequently affiliated with these searches include “best {product type}”, “{product} for sale”, or “{product} near me.” This search type is the least common and reflects the consideration and decision stages of the buyer’s journey. 

If you want to successfully generate revenue from SEO-optimized content, you need to create content that targets every stage of the buyer’s journey. Creating helpful guides, lists and reviews will help your website cast a bigger net in search results. 

Build Links and Become an Authority 

Link-building is one of the most crucial variables that determine what is shown on search results. Search engines like Google look at a wide range of factors to determine which websites they consider authoritative. So while creating great content over long periods of time is one way of gaining the algorithms’ trust, building links is just as (if not more) important.

Link building image

Why is Link Building Important?

Linking to someone’s website is a way of crediting them as a valuable source of information. The more sites that credit your website as a source, the more trustworthy your content likely is. 

Building links is no small task, however. People will only naturally link to your content if your website gets visitors. This means that if you are looking to begin building links, you need to start by seeking them out. 

Finding Local Links

Remember to start small. Find websites that are similar in size to yours and reach out to them. Offer to write content for their website in exchange for a link or suggest exchanging links. This will require a lot of effort on your part. It’s likely that many of the companies you reach out to will turn you down or ignore your request outright. But stay persistent, and eventually, you will begin to collect links. 

Eventually, these links will begin to pay off. Once they do, you can set your sights on higher authority sites and go from there. 

Best Tool for Finding Local Links

hunter.io email finder

One of the trickiest parts of link building is finding good connections that are worth your time and effort. Luckily, there are tools like Hunter.io that help streamline that process. Hunter.io can be used to find the email addresses of good connections in your industry. Using this tool, you will be able to easily create a list of contacts to reach out to and negotiate a link exchange. 

Conclusion 

Optimizing your website’s content for local SEO is not as simple as you may have initially hoped. There’s a lot more that goes into the process than just creating great content. You’ll need to research keywords, target niches, understand search intent and even build links to your website. 

Having a thriving local business now is tough, and competition can be fierce in any industry. However, learning these local marketing strategies will help you stand out from the competition. 

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