Building a Local Content Marketing Strategy

 width=When consumers are in the market for a product or service, their first stop is usually the web. Consumers search for local businesses using keywords paired with their prefered location.


Research shows that these searches overwhelming lead to store visits. In fact, one Google study found that 76% of local searches conducted on a smartphone led to a store visit.


This is just one of the reasons why showing up in local search results is such an important factor in your marketing success. Implementing localized content for your website is one of the best ways to improve your local search rankings.


Creating Content that Ranks For Local SEO

Local SEO is a strategy within the broader scope of organic search engine optimization. With a Local SEO focus, you’ll be improving your website’s ranking for local searches. Which is critical if your intention is to capture the attention of local prospects right when they are looking for your product or service.

You can improve your local search ranking by focusing on content marketing. Here are a few ways to optimize content for local SEO:


  1. Target Locally Relevant Keywords

Choose keywords that are relevant to your products or services. You should also combine your target geography(ies) with your keyword. For example, the keyword “custom framing” is great, but if you want to rank locally, try “custom framing in Roswell”.


Tools such as Google Keyword Planner are great keyword finders. You’ll need an AdWords account to use the tool. Once you’re ready, follow these steps to start your research:

  1. Go to the homepage
  2. Click on Tools
  3. Select the Keyword Planner
  4. Search for keywords

Look for keywords that combine high average monthly search with low competition scores. Finally, combine your preferred keywords with your target geographies. It’s best to target only one geography per page of content.



  1. Write New Localized Content

Writing content can be time consuming but is a valuable tool. Regular blog updates drive traffic and search ranking. Use your target keyword list to create content related to your industry, products, services, promotions, and other topics.


Content built around lists or bullet points are easy to read and tend to grab reader attention. Other popular topics include how to posts, hints and tips, new industry developments, and other educational topics. Be wary of too much self promotion. You should provide content that is valuable to the reader, don’t just promote your business.



  1. Don’t Forget Your Social Media Pages

Once your blogs are written and posted, extend their reach by sharing them on your social media pages. Content can be shared on Facebook, Twitter, Pinterest, Instagram, LinkedIn, and other sites. Be sure to include images to capture reader attention.


You can also share your content in social media groups in your local area. Sharing content in multiple locations helps to drive traffic to your site and establish your business as an thought leader in the industry..



  1. Get Published on Local Websites

Building on strategy of posting to your website, you can approach other websites about opportunities for guest blogging. Guest blogging allows you to demonstrate your industry knowledge while gathering backlinks that improve SEO rankings. You’ll need to create new content for other sites. Do not re-purpose content already posted to your website.

Not sure where to begin? Start by searching for sites that accept guest blogs. Try this search combination, “[your city or state] + website + write for us/guest post/submit a guest post.” Then, check out the sites that come up, read their guidelines for guest bloggers, and narrow down a list of sites that cater to your target audience.



5. Stay Active Locally

Many local business owners are active in their local communities. Staying active in local events and groups can provide backlinks to your site from their sponsor or membership pages. Plus you get the added bonus of becoming known in the community and getting word of mouth referrals.


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