Leverage Content for Local SEO

Written by: Jason Bayless | May 07, 2016

Search engine optimization continues to be one of the best strategies that you can implement with online marketing efforts, but there are some common misconceptions in place regarding SEO. For example, some people think that they simply need to select a few keywords and place the keywords in their content to get the rankings they desire with search engine queries. While it is true that this is required, there are also other steps that you can take to boost rankings. For example, you can leverage your content to maximize rankings, and a closer look will reveal how you can achieve improved results from your efforts. This can help you to generate superior results in a cost-effective way.

Choose the Local Keywords and Phrases
When you think about local keywords and phrases, you may initially think about the name of the metropolitan area where you live, such as Denver, Dallas, Miami or Los Angeles. However, there are numerous alternatives that may help you to further refine your efforts and results. For example, you can choose nicknames, such as the “Mile High City” for Denver. You can also choose suburbs, such as South Beach for Miami or Arlington or Plano for Dallas. Incorporate these with your industry search terms for enhanced results.

Think About Relevant Search Topics
In addition, focus on a wide range of search topics. For example, if you have a dental office, you may choose terms such as dentist or dental, but you can also choose related services, such as fillings, crowns and root canals. Likewise, a plumber may use terms such as plumber or plumbing as well as focused terms such as leaky faucet, clogged toilet, pipe repair and more. These focused, relevant search topics can be combined with local keywords and phrases to create long-string keywords that are unique and that may be searched for by your target audience but that are less commonly targeted by your competitors.

Create Varied Content
Then, consider the type of information that your target audience may be searching for, and think specifically about local searches that may be popular. For example, if you live in a cold weather area and are preparing content in the winter, a plumbing company may create content related to tips to prevent frozen or burst pipes in a specific geographic area. If a particular sports season is approaching, a dental office may create local content regarding the importance of wearing a mouth guard to protect against specific sports-related oral injuries in a geographic area. The content can be varied regularly for blog posts and articles both on-site and off-site, and it can be more generic for static content. However, even static content can incorporate localized topics and events, such as information about how residents enjoy spending free time during different seasons of the year or hot attractions in the local area. This will be dependent on the content and topic, and it should be relevant in some way for the best results.

There are many steps that you can take to create localized content for search engine optimization. While you could choose a rather broad geographic term and industry search term, you may find that specific terms that are strung together in a long sequence are more effective because there is less competition for them among other local businesses. With this in mind, you can begin selecting and incorporating your targeted keywords and phrases into your content, and you can create fresh and relevant content for blogs and articles with backlinks for off-site content. These efforts will help you to more fully leverage local SEO for superior results.