A Guide on Your Local SEO Content Strategy

You may think that writing content for your website is a simple and easy task, but the fact is, there is so much more to writing your content.

Content isn’t just about the blog posts that you write, is everything surrounding that too. It’s how you distribute that content too, that’s important. When you’re a local business it’s important to take note of your surroundings and use them to your advantage. Your local business isn’t just a business, but it’s a brand, and it needs to stand out. You want to attract local customers to your business, not just through your writing, but you want them to be attracted to your values, your loyal team, and your expert knowledge of your subject, so that they know they can trust you.

Firstly you need to create a strategy, this may seem like a hard task at first, and you may not be sure where to start. But putting a system in place for your content strategy will help you refine and test your methods each time to find out what’s working and what isn’t.

1. Identify who your local audience is
You can do this in many ways, but one effective way is by using the Google Keyword Planner tool.

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This is a great tool for carrying out local research, you can select specific areas local to you to see what people are searching for the most. This will allow you to choose the most relevant keywords for you to use in your content. Try and aim for higher monthly searches and low to medium competition. It’s also a fantastic tool for getting ideas on potential other keywords you could use, it will show similar keywords to the ones you searched for, and display their search volume, giving you a clear indicator of whether it’s worth using them.

2. Create Goals
When it comes to your business, you want to turn it into a recognisable brand to build up its reputation. Make sure you’re staff know the core values and branding of your business, and stick to it. Make sure they understand the processes of how you market your business so everyone is reading off the same page.

3. Analyse your content – all the time!
It’s so important to test what’s working and what isn’t on a regular basis, if you don’t you could be sinking your business into the ground, and you could be wasting valuable time and effort into marketing strategies that don’t even work.

Buzzsumo is a great website to see what kind of content or topics are most popular or trending right now, you can also see what your competitors are doing, so you can always stay on top of your marketing efforts and write about the most current and up to date issues or news.

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4. Keep it local
Like we’ve already said, it isn’t just about your blog content, even your landing pages should be localised. Don’t just write about things that are related to your topic, but write newsworthy items about anything in your local area, this will attract more visitors. It could be about local events, or local celebrities, perhaps the local sports team has gained success, if so write about it. Include guides on your local area, this will attract visitors to your website from all over your area, and they will get to know your business as being trustworthy for any local news.

This video teaches you how to implement a content strategy using Google+ (via SEMrush)

5. Create a content calendar
Create a schedule of when you will carry out certain tasks, this goes back to the systemised method, this help you massively in making sure everything is done correctly. If you then later find out something isn’t working as great as it should be, you can find out more easily what it is that’s causing the problem. Create a calendar for when you plan to schedule content, and by who, write down when you plan time for engaging on social media with your local customers, and so on. There are many programs out there that can help you project manage your time, such as Basecamp, or you could be more traditional and just use excel and put everything in a spreadsheet, whatever works best for you!

6. Promote your content
This part is so so important! What’s the point in writing a great piece of content if you’re not going to share it with the world? You can use the usual channels such as sharing on Facebook, Twitter, Google plus and Pinterest etc, make sure you use hashtags, and engage with people when they reply, like or retweet your post. A great way of really boosting your content and getting more traffic, is by promoting your post through Facebook Ads. Using Facebook Ads to boost your blog posts is a great way of targeting specific audiences even further, either by interests, or by location. You don’t even have to spend that much money, just a few pounds is enough to broadcast your post to a good few thousand people, but the right people!

7. Analyse and report
It’s always import to create reports on the work you’ve done, whether it’s weekly or monthly reports, which ever works best for you. If you’re not analysing how well your content is doing then you’re wasting your efforts. Looking at traffic reports in particular can help you pinpoint where you may be going wrong, and where you’re not getting interest for certain key phrases. Google analytics is a fantastic tool for seeing the increase in your traffic and measuring your results.

These seven steps aren’t just a one off process, you have to rinse and repeat. If something isn’t working, tweak it until it is. With local SEO things are always changing, so its important to always analyse your results and traffic to see how you can make improvements to your content strategy.