How to Leverage Content Marketing for Local SEO

Written by: Jason Bayless | November 30, 2017

The simplest thing you can do to start building your local SEO is to complete your business listing on Google Maps, Google My Business and Bing. These listings contain specific information like a list of products sold, geographical locations, relevant keywords and telephone contact info. A properly filled out form is more likely to attract users of a local search, hence the importance of putting some time into it.

Depending on your ranking and the analysis of the competition, optimization of SEO of your website may be necessary, and it will definitely be beneficial for sites that are not optimized or poorly designed and are therefore absent from search results. For companies that own a website it is necessary to determine your positioning on localized requests. Be sure to empty the cache of your browser beforehand.

Google reduced the number of results displayed on the front page from seven to three. And with a 5-star rating, reviews, rich snippets, photos and other microdata included in search results, generating traffic from Search Engine Results Pages will be more effective. But with Google, which changes its geolocation algorithms every two days, it is increasingly difficult to appear on the front page of search results.

More than half of the users who have done a local online search on your business will visit you tomorrow. A powerful local reference thus allows you to position well on geolocated queries, and it also allows you to appear on Google Maps. Don’t forget that you need to be present on social networks as well. Being well positioned when a potential client types in their localized query is a powerful boost for your business.

Before embarking on the optimization of your website for local searches, perform a local SEO audit to identify the problems and define the actions to be implemented. The audit will allow you to answer the following questions. Is your positioning in the Search Engine Result Pages for local search engines effective?

How are your competitors’ websites positioned for local searches and what actions do you need to take to get ahead? Which elements on your website or landing page are incomplete or poorly optimized for local searches? Are 5-star rankings, reviews, rich snippets data, testimonials and your coordinates displayed correctly?

Armed with knowledge of your optimization problems, your local SEO position and your competitors position, you may then improve your local SEO processes. Utilize a tested framework that has delivered results and do this in a systematic way. Google’s algorithms and the strategy of your competitors can change at any time. Remain attentive in case there is something that does not work with your local searches. Maintain your position by constantly adapting, controlling and improving your approach.

Previously, Google’s local search engine optimization included Google Places and Google+ pages. From now on, it is Google My Business that is the central focus of all the efforts devoted towards local SEO optimization. As mentioned above, you will notice that Google has removed Google+ pages from search results. Google also got rid of Google Places. Google has frequently changed the way local search results appear in SERPs, and it will most likely not stop updating its algorithms.

If your company appears in position four through seven on the Google Maps, it will no longer be on the first page. Don’t be surprised if your traffic drops. That is because of a change made by Google, as we mentioned above, where the local results have gone from listing seven to three search results. Users must click on the “”More”” button to see more than the first three local businesses.