Laptop with an SEO strategy for a local business on a desk.

Content Marketing for Local SEO

Although globalism might be making the world feel a little smaller every day, localised content is still key to capturing your immediate market. Content marketing for local SEO is not just a strategy; it’s a necessity for businesses aiming to dominate their local market.

What is Content Marketing for Local SEO

Content marketing for local SEO is about crafting content tailored specifically for a local audience. This content is optimised to rank high in local search results, ensuring businesses reach their target demographic.

Why is it Crucial?

According to Search Engine Journal, in 2020, more than 65% of all Google searches resulted in users finding the information they needed directly from the search results page. This demonstrates the importance of optimising content for local search.

The Power Of Localised Content

A few years ago, I teamed up with a local dental practice in Leeds. Their goal was to increase their online visibility to attract more local patients. They had a beautiful site, full of content. The only problem? It wasn’t optimised for their local area. So, we started a local SEO strategy. At first, we focused on local oral health issues. Before long, we were creating content on community events the practice participated in, and even spotlighting patient success stories. Within a few months, not only did their website traffic increase, but they also saw a significant increase in local patient appointments. This experience highlighted the power of localised content in driving tangible business results.

Jamila writes SEO optimised content for a local business

The Pillars of Content Marketing for Local SEO

Localised Content Creation

Craft content that resonates with the local audience. For instance, a blog about a local festival or a guide on the best pubs in town.

Engaging Visuals

Use images of local events, landmarks, or even customer testimonials. For example, a restaurant might show images from a local food festival they participated in.

Optimised Metadata

For a local bakery in London, titles like “Best Organic Bakery in Central London” can work better than just “Best Organic Bakery”.

Strategies to Excel in Content Marketing for Local SEO

Local Keyword Research

Identify and incorporate local keywords. For instance, “vegan restaurants in Bristol” might be a popular search term if you’re a vegan restaurant in that area.

Google My Business Integration

Regularly update your Google My Business listing with fresh content, images, and respond to reviews.

Engage with Local Events

Write about local events, sponsor them, or even host them. For instance, a local gym might host a fitness boot camp in a local park and then blog about the event’s success.

Leverage Local Reviews

Encourage satisfied customers to leave positive reviews on Google and other relevant platforms. Showcase these reviews on your website.

If you are in need of a content marketing strategy that targets local SEO, try contacting a local SEO agency to gain their insights and advice. More Leads Local offers this service, and all they ask in return is that you perform a FREE website SEO audit in order to check the optimisation of your site.

Gareth works on a content marketing plan to boost a clients local SEO

Local Content Types to Boost Local SEO

City-Specific Landing Pages

For businesses with multiple locations, having a dedicated landing page for each location can be beneficial. This page can highlight location-specific offers, staff, and customer testimonials.

Localised Blog Posts

Regularly update your blog with posts about local news, events, or even localised tips. For instance, a gardening business in Kent might write about “Top Plants to Grow in Kent’s Climate”.

Local Event Coverage

If there’s a significant local event, festival, or fair, write about it. Covering these events, especially if your business is involved, can boost local relevance. For example, a local pub might write about their stall at a local food festival.

Interviews with Local Figures

Interview local celebrities, influencers, or community leaders. A local bookshop might interview a local author about their latest book.

Local Case Studies

Showcase success stories of local clients or customers. For instance, a local gym might share a member’s fitness journey, highlighting their challenges and achievements.

Local Guides

Create comprehensive guides about local attractions, activities, or even businesses. A hotel in Edinburgh might produce a “48-hour Guide to Exploring Edinburgh”.

Local Video Content

Videos of local events, behind-the-scenes looks at your business, or even local customer testimonials can be engaging. For instance, a local brewery might create a video showcasing the brewing process using local ingredients.

Local Surveys and Research

Conduct surveys about local issues or trends and publish the results. For example, a local estate agent might survey residents about the best neighbourhoods for families in the city.

Interactive Local Maps

Create interactive maps highlighting local attractions, your business locations, or even walking tours. A local tourism website might offer an interactive map of historical sites in the area.

Local Podcasts

Start a podcast discussing local news, interviewing local personalities, or even discussing local history and folklore. A local museum might start a podcast discussing the history of the area.

Local Webinars and Workshops

Host online workshops or webinars about topics relevant to your business and the local community. For instance, a local digital marketing agency might host a webinar on “Boosting Your Local Business Online”.

Two female employees work on an image for a content marketing for local SEO client.

By incorporating a mix of these local content types, businesses can significantly enhance their local SEO efforts, ensuring they remain relevant and visible in local search results.