What is local content in SEO?

Local content in SEO is the process of gaining users/traffic through the creation and optimization of website content designed for a specific targeted geographic area or local audience. To simplify, local content is meant to engage users from a certain target geographic area or local audience. 

Difference Between Local SEO & National SEO

Here, an industry’s target audience is divided based on its target audience for local SEO & national SEO. Local SEO has a small or limited target audience as it targets a specific location or more than one location, for example: a target audience who is searching for a restaurant near me or “best restaurant in Mumbai.”. 

But in the case of national SEO, a whole country serves as the target audience, performing activities based across the country. A user is searching for shoes online or shirts for men.

Here are some tips to rank your website in local search results.

1. Include location/city keywords: 

Ensure that your keywords or target location/city are incorporated into your meta tags and content. By including these location-specific keywords, you signal to search engines that your business serves customers in that particular geographic area, which can improve visibility and ranking in search engine results. 

2. Google My Business Listing:

This is a free tool offered by Google that lists all business data, such as their address, phone number, website, hours of operation, and business category. They can also add photos, respond to customer reviews, and post updates or offers to engage with their audience. When users search for relevant products, services, or businesses in their area, the GMB listings appear in Google search results and Google Maps. 

Google My Business helps businesses increase their visibility in local search results, and improve brand trust & credibility. It is an important tool for local businesses to improve their online presence & attract customers.

• Google My Business Post is also an effective way to increase traffic to your website.
• You can add photos, updates, new events, reviews, and FAQs to the Google My Business listing. It can describe your business in up to 1,500 characters.
• You can host event dates on GMB to promote your business event.

3. Local Pack:

A local pack occurs when a user searches for your service & product in an area. A local pack is a group of Google My Business profiles that appear for location-based searches or queries with local intent, such as “restaurants near me” or “cake shop in Mumbai.” Being featured in the local pack can improve a business’s visibility and drive traffic, as users click on these listings to find local businesses quickly and conveniently.  

4. NAP Citations:

NAP citations refer to instances where a business’s name, address, and phone number (NAP) are mentioned or listed on other websites, directories, or any online platforms. NAP citation plays an important role in local SEO as it builds credibility, authority, and consistency in a business’s online presence. When Google bots crawl and find NAP information across multiple sources, it reinforces the legitimacy and trustworthiness of the business.

5. Multiple Location Pages:

If you are targeting more than one location, you can create location-specific pages, which tell Google bots that the company is serving more locations. It refers to individual web pages created for each physical location of a business. Each location page should contain unique content, including address, contact information, hours of operation, services offered, and any other relevant details.

6. Online Reviews:

Online reviews are feedback that is posted by customers or users about a product, service, or business on various online platforms, such as review websites, social media, or e-commerce sites. Positive online reviews can increase a business’s reputation, credibility, and trustworthiness among potential customers, while negative reviews can have the opposite effect. Online reviews serve as a powerful effect for businesses on customer satisfaction, improve their offerings, and build trust and credibility with their audience. 

7. Backlinks:

Backlinks are one of the most important factors for a local business. It is a collection of backlinks that a website receives from other websites within its local area or geographic region, it provides a signal to Google bots that the website is relevant and authoritative within its local community. Anchor text used in backlinks should include location-specific keywords, such as city names or regional identifiers. Backlinks like local publications, local event pages, local directories, industry publications, and more improve their visibility in local SERP.

8. Schema Markup:

Schema markup plays an important role in local SEO. It is a type of code that helps Googlebot understand the context and meaning of your content, which can help improve visibility in search engine results pages. Here are some types of Schema markup you can use for local businesses, such as local business, author, FAQs, Services, events/special offers, etc

Conclusion

Local content is essential for boosting your local SEO efforts and driving more traffic to your website. It is about connecting with your targeted local audience and providing them with valuable, relevant information that meets their needs. By following these expert tips on local content optimization, you can establish your business as a trusted authority in your community and drive sustainable growth and success.