Approximately 46% of Google searches are for local businesses, making Google the place to be if you want to attract as many local customers as possible. But getting seen on Google is a lot easier said than done — local businesses face fierce competition for online visibility. To stand out in the crowded marketplace and connect with potential customers in your local area, you need more than just a great website and a fully completed Google Business Profile — you need to harness the power of content writing and local SEO (search engine optimization) to actually improve your business’s visibility on Google.
While there are many aspects of a comprehensive local SEO strategy, content writing plays an important role in helping business websites rank in local search engine results pages (SERPs). Without high-quality localized content, it’s incredibly hard to improve your business site’s ranking to outrank competitors.
But before I get deeper into the relationship between content writing and local SEO, let’s make sure you understand exactly what the latter is.
What Is Local SEO?
Local SEO is a subset of search engine optimization that focuses on improving a website’s visibility only in local search results, or those that people see when they search for a business from within an area it serves or using geo-targeted keywords related to the business and its location.
When someone searches for products or services in a specific geographic area, search engines like Google aim to deliver results that are most relevant to that location.
For instance, if you search for “best pizza in New York,” the search engine will display a list of highly-reviewed pizzerias in New York City. Similarly, if someone physically located in New York were to search using the term “pizza near me,” they would get a list of similar results, tailored to their specific location within the city. These types of search results are the ones that local SEO is concerned with.
Implementing local SEO strategies helps businesses improve their rankings in local search results, and is particularly critical for small businesses, service providers, and brick-and-mortar stores, as they depend on local customers.
Key Elements of Local SEO Strategies
Google Business Profile
Claiming and optimizing your Google Business Profile (GBP) listing is a fundamental step in local SEO. It not only allows you to provide essential information about your business, such as your address, phone number, hours of operation, and customer reviews, but the more complete and optimized your GBP listing is, the more likely it is to appear in the top local search results.
Google’s 3-Pack — the top three business listings you see when you search on Google — is a sort of “Holy Grail” when it comes to local SEO. In other words, it’s where every business strives to appear.
Pro Tip: Using a local rank tracker can provide insights into Google Business Profile optimizations you can make to improve your position and outrank vulnerable competitors. I recommend Local Falcon, with its proprietary Falcon AI analysis tool, for optimizing GBP listings.
On-Page SEO
Optimizing your website’s on-page elements, including meta tags, headers, and content, is essential for local SEO.
Taken individually, these small optimizations might not seem like that big of a deal, but collectively they help Google and other search engines understand your site and identify how relevant it is to different search queries, ultimately helping it appear more.
Local Citations
Ensuring your business information is consistent across various online directories and platforms helps build trust and authority in your local area, as well as contributes to your local SEO efforts.
Although Google Business Profile is definitely king when it comes to online business directories, it’s still important to make sure your business’s info is accurate and up to date on smaller directories, such as Yelp and Yellow Pages.
Online Reviews
Positive reviews not only influence potential customers, but also signal to search engines that your business is reputable and worth showing to potential customers.
While a high number of reviews comes with time, and good reviews come with good service, you can try to boost your local SEO by encouraging and reminding satisfied customers to leave reviews on Google and other platforms.
Mobile Optimization
Considering that at least 58% of people use mobile devices for local searches, having a mobile-friendly website is crucial for local SEO.
This means that your site should be responsive and optimized to run smoothly on all types of mobile devices, including smartphones and tablets, ensuring a good user experience across devices.
Now that you have a better understanding of the basics of local SEO, let’s explore the indispensable role that content writing plays in improving your website’s ranking in local search engine results.
Content Writing and Local SEO: Key Strategies
Creating Relevant and Localized Content
One of the most critical aspects of local SEO is creating content that resonates with your target audience.
Content writers, such as myself, can produce blog posts, articles, and landing pages that are not only informative, but also highly relevant to your local audience. This content should include a combination of location-specific keywords and phrases as well as more general keywords and search terms to help your website rank higher in local search results.
For example, if you run a bakery in Toronto, your content should incorporate keywords like “Toronto bakery,” “best cupcakes in Toronto” (assuming you sell cupcakes), and “local bakery in Toronto.” This targeted approach ensures that your website appears when people in your area search for bakery-related terms.
Blogging for Local News and Events
Blogging about locally-relevant topics and tying them into your business is an effective content strategy to stay current and engage with your local community. Content writers can create blog posts that highlight local events, news, and developments in your industry.
By covering topics of local interest, you can attract local readers and potential customers. Additionally, you can use your blog to announce special offers, promotions, and updates specific to your area.
Creating Location Pages
If your business serves multiple locations, it’s essential to have dedicated location pages on your website.
Content writers can craft unique content for each location, providing specific details about the services or products available, the team working at each location, and customer testimonials. These pages should be well-optimized for local keywords and ensure that potential customers can easily find information about the nearest branch of your business.
Local Link-Building
Quality backlinks, or links on other sites that direct people to pages on your site, also play a significant role in SEO.
Content writers can create engaging and shareable content that local websites, blogs, and news outlets may want to link to. They can also engage in guest posting, which is writing content specifically for other sites that links back to yours.
These backlinks not only boost your website’s authority, but also improve your local SEO rankings. Content that tells unique local stories, profiles your business (or local businesses you collaborate with), or shares expert insights can be a valuable asset in your link-building strategy.
Conclusion
Content writing and local SEO are deeply intertwined parts of the digital marketing whole.
To excel in local SEO, your content should be relevant, localized, and focused on your target audience. By creating high-quality, engaging content that resonates with your local community, you can significantly improve your website’s ranking in local search engine results.
Investing in content writing for local SEO is an investment in your business’s online visibility, credibility, and ultimately its long-term success. To outshine your local competitors and capture the attention of potential customers in your area, leverage the power of content as a key component of your local SEO strategy!
Give me a shout if I can help with anything content-related for your local search engine optimization strategy!