How Content Will Boost Local SEO

Written by: Jason Bayless | June 16, 2015

Online marketing has forever changed how buyers and sellers interact. In fact, it is online marketing that has simplified how companies access worldwide markets. However, when it comes to connecting to your local market, few strategies work as well as local search engine optimization (SEO) and the mechanism that drives local SEO content.

Yes, content is still king.

Engaging content can drive customers right to your website and it’s your content that will give them a reason to move forward. If your call to action is done right, then more of your website’s traffic will turn into paying customers. However, it’s ultimately about ensuring that your content is SEO-optimized for your local market. For instance, what does a customer do when they want to find a local store, restaurant, bar or favorite hangout?

First, they do an online search. For years, that online search was done via a laptop or desktop. However, nowadays that search is most likely done on a mobile device like a smartphone. Second, those searches are based upon certain keywords, ones that define the location, town and or area the customer is searching in.

Third, if people want to get an idea of what other likeminded people and friends think of the local establishment, then they’ll refer to social media websites. Ultimately, when local SEO is done properly, it can provide that all-important roadmap customers need to find your business. Using the following local SEO strategies can help position your company at the top of online searches.

Regularly Update Content

Content must be regularly updated. It must be engaging and thought-provoking, while also including those keywords that define your local business. Search engines thrive on regularly updated content. That content can be on your company’s website, on your blog or both. Just make sure you don’t rely solely upon the written word. Today’s customers want to see more. Be sure to include a short video and vivid imagery every time you update your content.

Have a Social Media Presence

Today’s customers are far more likely to call upon friends and family members when it comes to making a new purchase. That’s why social media is so important to today’s businesses.

People are no longer willing to take a company’s word as gospel. They won’t just fall in line with a company’s latest brand messaging. Instead, they’ll refer to friends for insight into whether the company and its offering are worthwhile. Updating your content isn’t just about making sure your website or blog is updated. It’s also about updating the content on your social media platform of choice.

Linking Content with Pay-Per-Click (PPC) Strategies

Content alone won’t get it done. You need to do more. Using local online pay-per-click (PPC) campaigns is a great way to drive local customers to your website. Those PPC campaigns should include the same keywords and keyword-phrases used in your content that best define your business, its location and its offering. Regularly updating content on your website and blog is vitally important. However, making sure you combine that with an aggressive local PPC campaign is critical to success.

Managing Your Local Reputation

Getting a link on your town’s chamber of commerce blog or website is a simple way to add instant credibility to your business. This is especially true for new potential customers, ones who want to be sure your company has a squeaky clean image. However, don’t stop with just your local chamber of commerce. Go a step further. Provide content in exchange for links on similar or complimentary businesses in your area.

Managing your local reputation also involves understanding how social media reviews impact your business. Online services like Yelp are constantly referenced by today’s consumer as a source of reliable and pertinent information. Make sure you understand how your company or business is viewed by these services. Address any outstanding complaints and be proactive in how you address customer issues.

When looking at local SEO, start by understanding how customers search online for your local business. These customers use specific keywords, ones that may include the town your business is in, the unique services you offer and or complimentary businesses in the area. Next, use those same keywords in your content.