Best Local SEO Content Strategy to Target: –
A comprehensive local SEO strategy should include:
- Google (formerly GMB) business profile and other local listings in search engines, directories, etc.
- Monitoring and management of local reviews.
- Local keyword research and localized content.
- Local link building.
- Search for paid or social media as needed to increase the organic performance.
Wherever customers are looking for services, like being there, converting them immediately, or directing them to the desired URL for more information.
The idea of putting together a separate article for each city, district, neighbourhood, and service.
Local articles for each service and area:
That sounds like a lot of work and not an amazing user experience for prospects.
Articles and blog posts can be great top-notch informational pieces for raising awareness and getting the brand out there.
To know things like:
- Should they be opened when necessary?
- How much will this cost?
- Do they serve the area?
- Can I book a consultation?
- Do I have a location where I can pass?
- Who else has used the services?
- What do people say about working with?
- How far are they from where they should be?
- What type of equipment do I use?
- Do they have any specialization?
They don’t want them to sift through more than 800 words from a written article to find simple answers that can immediately turn them into a booked appointment, phone call, or other desired action.
It is also a huge task to generate enough unique information about each location to produce an attractive and quality article about it.
If they have the budget (now or in the future) and want to invest in crafting content to meet various types of search intent in each region, that will be part of a great promotional strategy.
Instead, use local landing pages:
There are much more compelling ways to convey these responses than in an article.
An Integrated Map allows the finder to measure how far they are from the location of the business or if it should serve the area.
An Embedded Video can give a quick overview of the facilities, equipment, techniques, and personnel.
Local Reviews can show the most recent comments from customers and provide that social proof when and where they are considering using the service.
High-Quality photos can help them understand the experience they offer.
Local Content and offers can meet the conversion and information needs of visitors.
Click-To-Call, Book, or Contact functionality (or even live messaging) makes it easy for those ready to convert.
These are all elements of a quality local landing page experience.
- Link to more detailed resources.
- Use the landing page template to create specialized pages for certain types of services, lines of business, and more.
What matters most is that the local pages are:
- Optimized for both search and conversion.
- Created to provide the next steps for all types of local search engines.
- Correctly marked with the relevant schema so that Google understands how and why the page is the best answer for relevant queries.
SEO checklist on the perfect location page for more tips on what makes a great local landing page.
- Use a locator to help search engines find the correct location.
- Linking to the locator ensures that customers can also return and explore other locations and services.
- The locator can live in the main menu and appear on the home page, and each local page is just a couple of clicks away.
- Breadcrumbs are a good navigation tool.
- Use a template for local pages to keep the look, feel, and experience consistent, and to reduce the workload when producing them.
- Duplicate content will not affect ranking, so don’t worry if they are generic at first and add localized content over time as possible.
- Check out local landmarks and cross streets, share photos of the interior and exterior, explain the special services offered outside of that location, etc.
- Link to the corresponding local page of each Google business profile and online listing, too.
- It’s a much better user experience than sending people from a localized search to the front page.
- See who else is ranking organically and locally on the terms they want to dominate.
- These could be competitors, information portals, local community organizations and media, directories, social content, and more.
- Can anyone overcome them?
- Can they appear on the list or advertise with them?
- Can they get them to link to the site?
If they can’t find a way to appear organically or in the top 3 results of MapPack, they may want to run a local PPC campaign that directs people to the relevant page for that geographic area.
They can also use articles and blog posts to fuel those more informative queries and direct people to the locator to find the closest location.
- Put systems and processes in place to manage the growing presence
- Finally, they have some additional challenges as a multi-location service area business.
- Creating all this content and these landing pages is one thing.
- But then they need to be able to keep everything accurate, measure engagement and performance, and also make edits and updates.
- Even changing the schedule for the holidays becomes a big hassle when they have to do it on 120 Google profiles and local landing pages.
- Additionally, data aggregators introduce all kinds of inaccuracies into local listings using outdated information, Google users suggesting edits, property conflicts, and more.
- It wouldn’t hurt to search for some local SEO tools and platform options to make the job easier.
- Compare the cost of the tool with the labour they will save and the business benefits of improving the local SEO performance on this scale.
- Building a local presence is not a quick job.
- If they can automate some of the work on tracking, updating, and finding new opportunities, they will show up.