Content for local search differs greatly from content aimed at a wider audience. For instance, in terms of SEO, localized content is usually built around long-tail keywords to gain traffic from a highly-targeted audience. However, optimization is just one aspect of creating local search content. For your clients to be successful in their efforts, you need to help them use strategies that will enable them make an impact in local communities and stand out from competitors.
1. Writing City Pages
There is one thing you should never do when creating local pages, warns Small Business Search Marketing, and that is to create a number of blog posts containing the same content, only with the city names changed. For one thing, search engines will consider this as low-quality, duplicate content and reduce your ranking in local search results. Secondly, this type of content is generic and unlikely to contain information of value for users in a particular city.
A much better use of your time would be to create different content for every location where you do business. Like this, you can write with the city’s unique features and its residents’ needs in mind.
2. Creating Different Types of Content
You will gain a greater outreach and more return visits to your client's site if you use various types of content. Here are a few ideas to get you started, based on ideas from Search Engine People:
Depending on your business, certain types of local guides may be more relevant than others. For example, if you sell equipment or products that consumers use outdoors, a guide to local walking trails could be ideal. For B2B and technology companies, the best local places for picking up WiFi may be suitable. A failsafe option for any business is a guide to interesting spots around the city, with a focus on places relevant to your client's industry.
Your blog or website will quickly become popular if locals can use it as a source for finding out about upcoming events. Whenever possible, send a representative from the company to attend these events, as this will allow prospects to see a face behind your client's company.
Afterward, remember to share information and photos from the event on the website. Those who did not come will see that you are active in the community, while those who did attend may share your content with others, especially if they see themselves in the pictures.
Whether you choose to publish testimonials or an interview, sharing the experiences that local customers had with your client's company can help prospects feel a connection with the business. Remember to include photos or a video of your clients and their customers in an area of the city that others will recognize.
3. Linking to Other Local Experts
Outbound links are useful for improving SEO, but you can take this one step further by creating content focused around another local business. A good option could be a company that provides services that go beyond your client's expertise but which are beneficial for their customers. Plus, if the business agrees to return the favor, you will increase your client's visibility even more.
Localized content is useful for building brand awareness and enabling consumers to consider you as a viable option. Make that content interesting and useful and prospects will begin to regard your client as an authority figure in the community. This is key to forming relationships, expanding the customer base, and becoming a business that consumers can trust.