Semalt Explains How To Run Content Marketing & SEO For Local Businesses

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content with the aim to attract and retain a clearly defined audience. The main goal behind it is fostering some consumer actions that lead to profitability.

This article is prepared by the Customer Success Manager of Semalt Digital Service, Oliver King, and serves as guide to creating a great SEO content for improving site ranking in local search engine results through content marketing.

SME's realize the need to produce and optimize quality content because it not only ranks them high in search engine results but also puts them on a pedestal from which they can compete with established brands. Local search results have become the perfect tool of identification of SME's thanks to Google's Pigeon Update, which has a preference for locally based business setups when search query keyword indicates local intent.

Keyword Research

The first step in content creation is identifying keywords, in this case – identifying local keywords. Keywords are easy to choose from the type and category of goods and services, topics covered on website or even the business description itself. Make use of keyword planner functions on keyword research tools such as Bing Ads and Google Adwords.

Always keep in mind the localization motive which can be achieved by incorporating your geographical area of coverage or demand after the seed keyword in line with potential customer searches. For instance, a local keyword for a Swimming pool website might be one of the following:

  • Above ground swimming pool installation Boston
  • Swimming pool cleaning Boston
  • Pool vacuum Boston

Competitor Research

Competitor research allows you to track activity in search results. Each keyword you use will likely bring up another competitor's result. Utilize a Google Ad Preview and Diagnosis during your research to get an accurate feel of local first page results. Take note of competitors' use of keywords, title tags and meta descriptions.

Creating Local Content

The fastest way to start lies in frequently asked questions by customers on the website and other local forums before and after engaging you or your competitor. This relies on three aspects:

  • Locale. The search engine must reflect and associate you with your actual geographical area of service
  • Keywords. They must appear naturally and as many times as possible throughout your content. Best used in guides and lists
  • Niche. Synonyms and latent semantic keywords allow the search engine to relate your keyword to your website

Your content can go in several formats:

  • Local landing pages. Give presence in areas of a business where business has supplies but not store
  • Seasonal guides. Make use of seasonal economic booms in related cities
  • Local 'best of' lists. People need to know where to access the best goods and services in a particular city at all times
  • Community involvement in charitable events. It not only fulfills corporate responsibility quotas but also raises employee morale, brand awareness and acceptance

Content marketing not only helps with site ranking but also converts interest and traffic into actual profitable sales. A business should also keep its online audience informed and interested in all its services, goods and community dealings.

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