46% of all searches on Google are seeking local information, says a recent report. According to Hubspot, 97% searched online to find a local business. Google itself says that 33.33% of all mobile queries are location-based queries. What all these stats imply is, you could be missing out on your potential clients if local SEO is not a part of your 2019 marketing strategy. To better serve mobile users, Google changed the 7-pack local search results to 3-pack display making it tough for local websites to get into the local 3-pack. They claim that the 7 pack was too large to fit in the first page results on mobile devices.
As we know, appropriate quality content is the prime factor that determines the success of any digital marketing strategy. Content for local business, of course, is an active ranking factor whenever you target less competitive local keywords. Whatever the content type there is a single rule in SEO; your content needs to be relevant and useful to users – always. Here are are some content types that will help local SEO.
Location Landing Pages
Your chance to rank in the local SERPs are high if you’ve a location webpage. Today’s customers use mobile phones to find places to eat, shop and party for example. For your website to get recommended, it’s important that your nearest location is visible on mobile devices. With more than 80% of customer interactions taking place on 3rd party websites like Google, Yelp and Facebook, these location landing pages play a significant part in boosting the page visibility. By exploiting your location landing pages effectively, you’re more likely to attract new customers to your business’ retail locations.
What If your business has multiple locations? Create separate pages with unique content for local business location and personalise them accordingly for the city they serve; Add NAP (Name, Address, Phone Number) and other relevant business information such as hours of operation, seasonal deals, etc. By developing content silos you can drill down to reach the most niche query moving from the broadest to the narrowest.
Press releases are a great way to bring in high quality backlinks to your website. By having legitimate local websites post your press release, you are improving the chances of your business gaining more local visibility and user traffic. A notable point here is Google only considers press release links as paid links and recommends using no-follow in this type of content. So how do press releases with no-follow links would help with local SEO? Through citations! By including NAP and other business information in the news release, you are building a new citation with each published page. Citations can be used by businesses to rank higher in the local search results.
Advertising local specials will help if you’re running a business with multiple locations. You can set up Google My Business page for each location. Creating a strong business profile by adding photos, business hours and other useful information is also recommended. You can also use local keywords to explain what each location is doing differently so that customers get to have a clearer idea about your products or services. This is part of a well developed and planned content silo approach. We will be covering this in the next blog.
Take advantage of local events! There are many ways to do this; right from just talking or reporting about it to sponsorship. You can do anything to help promote it. By doing so, you’re showing your commitment towards the local community and your involvement in the event itself. This technique works very effectively and you would gain some great backlinks. It also puts your business right at the heart of the community. It also says a little bit about your business personality or causes you care about. Basically people learn to trust your name and reputation.
No matter the business area and type, having an active blog helps! Wondering how to use blogging specifically for local SEO? Write about local events and recent happenings in your exact area. Try adding information such as how your business relates to that particular event, whether you’re participating, and so on. Another interesting option is to interview previous customers for their success stories and what they did with your product etc.. You can also share information like user surveys, customer feedback and your next step in business.
The way people search online is changing day by day with voice search being the hot new trend. A recent report states that 58% of consumers have used voice search to find local business information in the last 12 months. When the content on your website answers the questions your real customers ask, you’re more likely to rank on top of SERPs. In this way, FAQ pages can help boost your local SEO. Start by documenting the queries asked by your customers and adding them to your FAQ pages.
Reviews and testimonials are not just for building trust! They can help you with improving your local search rankings. Post customer-provided reviews on your website. You can also ask customers to leave reviews on third party sites such as Yelp, Google My Business, etc.
About Us Page
The About page of your business website is an excellent platform to tell your potential customers about your company’s mission, how it all started, and even your team. Interested customers are more likely to click the about page of the site and so using it wisely will not just bring in enough traffic but also improves the credibility of your business.
If you need help developing your local SEO content strategy and approach do contact us. We write regularly on this topic and can quickly help you make a difference. Read our local SEO booklet right here.