All businesses need to develop content that converts. If you’re a small business, producing the right content is an effective way to rank for local keywords and increase your site’s visibility to local searchers.
Ranking for local SEO used to be pretty straightforward, but the competition has made things challenging. To rank for local searches, you need great content.
If you’re the owner of a flower shop in Dallas, it’s unlikely you’re going to be able to compete with big flower stores for keywords such as “best flower shop,” but you may be able to rank for a term like “best flower shop in Dallas.”
But do you have to create content for each of your locations?
Most people dread creating content, especially when you realize the content you or your Dallas SEO consultant has worked hard to produce is not enough. Still, you wouldn’t want to risk exposure by not creating content for each location. Being unique doesn’t cut it anymore. You have to be local.
Companies with physical brick-and-mortar stores in the locations they want to target may find it easier to create local pages with high value. But it doesn’t mean that companies offering intangible products or services with a regional focus cannot achieve similar results.
Google rates both the main content on a website and the supporting content. Your website’s main content should reflect the products and/or services you offer, with supporting content adding topical relevance and value around the location.
Each piece of content should strengthen your local SEO strategy. Here are seven examples of content for local SEO:
1. City Landing Pages
While it’s still possible to rank for local keyword terms without a location webpage, it’s rarely as easy as it seems. The best option to rank in local Search Engine Result Pages (SERPs) is to get a location webpage. If your business serves multiple locations, creating a separate page for each area is essential.
These pages will represent each of the major cities or towns your business serves. If your company lacks a physical address in any given area, you can omit the street address but include all other information a Store Locator page or Contact Us page would provide, plus:
- A key Call To Action (CTA)
- Showcasing of services provided to recognized brands in that city
- Evidence of projects completed in that city
- Customer reviews/testimonials from customers in that city
- Proof of community involvement in that city
- Expert advice specific to consumers in that city
If possible, you can go a step further and create location-specific webpages.
2. State/Regional Landing Page
Creating more content is hardly exciting, but content is king when you’re competing to rank in local searches. Content could make or break your entire digital marketing strategy. If creating city landing pages seems like a daunting task, start with the region or city you serve. Plenty of small businesses are taking this approach to increase the visibility of their sites.
Before building any location-specific pages, do some research to understand your audience. In some cases, a state location page can make the User Experience (UX) better for their clients. The right strategy can increase your organic traffic and improve conversions.
Your homepage provides the most critical information about your business to search engines and various customer groups.
Ensure customers who are in a rush have all the information to understand your business at a glance and that they’re able to contact you immediately.
For customers researching more about your company, your homepage should induce them to explore additional pages of the site and offer customer-centric content and straightforward navigation. They’re seeking to learn more about your business, so encourage them to read a blog post, see project photos, look at products, etc.
Your homepage doesn’t have to be static. Update it regularly and keep track of its impact on traffic and conversions.
4. FAQ Page
With voice search gaining more popularity and changing the way people search, people consume content differently. Research shows that over 50% of consumers used voice search to find local businesses last year.
The FAQ page can help you optimize your content for voice search and do much more. The page should answer questions your real customers typically ask, but it can also be a keyword-rich page that adopts your consumer’s natural language.
If you’re a new business and aren’t sure what types of questions your customers will ask, try brainstorming common queries on Q&A crowdsourcing sites, for example.
Ensure your FAQ page allows consumers to ask questions so that you can document their inquiries, find inspiration for additional content, and determine new topics to cover on the FAQ page.
5. Blog Content
Blog content can be a real game-changer. If you’re a small business looking to rank in locals search results, having an active blog can improve your ranking. Today, many people read blogs before they read daily newspapers. If you haven’t already gotten on the blogging bandwagon, start by creating a blog on your website.
When you start blogging specifically for local SEO, start by creating content specific to your exact area. For instance, you can write about local events and festivals that larger businesses may not think are blog-worthy. You can write about your company’s roots and history in the community.
Here are some of the reasons blogging can improve your local SEO:
- You have the opportunity to write about relevant events and news
- You can rank for more long-tail keywords specific to your area
- You can showcase your expertise
6. About Us Page
Your About Us page tells the story of your business. It can also tell the story of why a customer should choose you rather than your competitors. This page can seal the deal for a local customer who wants to learn more about your business. If your story proves that you are the best possible business to meet their specific needs, they will convert.
Discounts, offers, and specials are the icing on the cake for local business owners. Today’s smart shopper has huge expectations and will be happy to save some cash with a coupon or discount. Make your products and/or services more appealing by personalizing specials to local residents. By offering location-specific events, for example, you’re making local customers feel special. Competition is tough, so no discount is too small.
Research shows that local searchers represent a higher than average conversion rate because customers are already seeking a local service or product. That said, plenty of businesses are still not taking advantage of optimizing content for local SEO.
Every time a consumer reaches for an answer to a need related to your industry and location, your content should be available to offer the best solutions. Over time, you’ll see positive results and become a household brand in your locality.
If you’re looking for the best SEO consultant Dallas has to offer, theSOULwithin LLC has got you covered. Work with a Dallas SEO expert who is passionate about helping your business grow. Reach out to us for services in Dallas, TX and surrounding areas.