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December 15, 2017

Crafting Content For Local SEO

Local SEO is becoming more important than ever before, and with mobile-first indexing being implemented as the months roll on, more users are going to be searching for information in their area, and where they’re going to be. This means that local businesses who have been competing with huge brands for many years will now be in with the chance of search prominence for niche keyword searches. To emphasise this, creating an effective content strategy which targets local SEO can have a huge impact on connecting with your consumers and still continuing to deliver relevant, expert content. To provide you with more of an insight into how to create the perfect content strategy for local SEO, we’ve put together this quick blog allowing you to optimise your site’s content.

Local SEO Ranking Factors

According to Moz, link signals are the most important factors when it comes to local SEO ranking, however on page signals, such as content, presence of NAP and keywords in titles etc. continue to hold a strong influence in local SEO. The breakdown for 2017 is as follows:

  • Link Signals 29%
  • On Page Signals 24%
  • Behavioural Signals 11%
  • Personalisation 9%
  • Citation Signals 8%
  • My Business Signals 8%
  • Review Signals 7%
  • Social Signals 4%

As a result, there are a number of things to consider prior to starting your content strategy for local SEO, as content marketing for this particular branch of SEO is not as simple as crafting content solely for your site. Here, we’re going to be taking a closer look at the different influential factors when it comes to crafting content for local SEO.

Influencer Outreach & Digital PR

A major part of your content marketing strategy for local SEO should be influencer marketing and digital PR – all of which will provide you with the link signals that are oh-so important in local SEO. Building organic backlinks via influencers will not only improve your website’s reputation and credibility, but it can also generate a series of backlinks and references to your website, further allowing Google to read your site as relevant and reputable. If these influencers are local to you, then this can also have a huge influence, as can local newspapers and magazines that have a strong presence in the area in which you operate.

AbsoluteGMBGoogle My Business

Understanding the impact of a well-optimised Google My Business can truly help to ensure that you are getting the most out of your local SEO. Google My Business (GMB) isn’t just a place to list your business information and a link to your website however, as it can also include a series of reviews, posts (a new feature) and Q&A’s. Make sure that you are optimising the posts and Q&A sections of your GMB listing as part of your local SEO content strategy, as this will help to boost your chances of local SEO visibility.


NAP stands for name, address and phone number, and these NAP signals can help to ensure that you are a reputable business. Whether your business’ NAP is included as part of the content that you have written about your business via influencer outreach or digital PR, or it is listed in directories as citations, consistency is key.


Interestingly, while backlinks from directories can negatively impact your backlink profile, having numerous citations from sites can actually help to improve your local search rankings. Nevertheless, it is important to ensure that all information cited from your website is in fact correct, and is listed on high quality directories and sites, not spammy sites. Online references to your NAP and your website URL can ultimately help to show that your site is reputable. However, it is also worth spending the time correcting any false citations that may appear, and while this is time consuming, this can have a good impact on your search results.

street-map-2679271_960_720Content Marketing Tactics For Local SEO

Once you have worked on the above, you should look to move onto a more in-depth content marketing strategy which involves your website itself. The first stage to content marketing is, of course, keyword research to help you to understand consistent (and irregular) patterns of user behaviour when it comes to local keyword searches. This will not only help you to understand how to craft your content, but it should also help you to further understand your audience.

There are a number of other parts to your local SEO content marketing strategy that you should consider also:

  • Rich Snippets – the Google Answer Boxes which provide the most relevant content to the right searches.
  • Implicit Searches – aim to optimise your site’s content for implicit searches, where Google will assume what searchers need as opposed to what is actually stated in search results.
  • Content Audit – Understand where your content is performing well, and where it isn’t by carrying out a content audit. This will allow you to make quick and efficient improvements to further target your local audience.
  • Competitor Analysis – understand how your competitors are targeting their local SEO content marketing strategy. See who ranks above you in local search results, and pay close attention to why.

There are a large number of considerations when it comes to local SEO, and this can be explored even further once your existing content is optimised for local search terms. In order to enhance your content marketing strategy even further, you should consider:

Enhance Your Blogging Strategy

Consider your local audience in your blog as well as within the content you have crafted for your site. Many visitors who are heading to your site via a local search are going to be looking for content that is relevant to them. Whether you’re able to craft local guides, seasonal lists, or other useful resources that are targeted to your local area, you can find that these will be deemed as highly relevant in Google search results. Once again, keyword research that is in-depth and localised is the best place to start for a blogging strategy. This will help you to develop a strategy for each individual location that you are looking to target, which is especially important for multi-location businesses. While this can be time-consuming in itself, it can help you to strategically target buyers, while ranking for broader key terms.

Adapt New Content Styles

While you may have optimised your site’s on-page content, and you’re starting to target your blog content towards your local audience, there are a huge number of different avenues that you could implement as part of your local SEO content strategy. While a refined content strategy which works for your business is best, if you can venture into other content-types such as white papers, videos, images, or eBooks, then you should.

Think Like Your Consumer

One of the biggest failings that many businesses make when it comes to their content strategy is understanding what their consumer actually wants, and what they need. Listen to what your customers are saying in their reviews, via social media and through customer service queries, and provide them with the answers in numerous formats across your site. Not only will this help to provide your consumers with a much more complete online experience, you will find that it can also help your business’ local SEO as a result of improved relevancy. In addition to this, consumers will be more likely to buy from you, because you are creating content that genuinely answers the questions that they have.

If you’re interested in enhancing your content strategy to boost the performance of your site’s visibility in local search terms, then make sure to get in touch with a member of our expert team on 01245 287 864 today!





Sophie Brannon

With a background in multimedia and music journalism, Sophie’s writing is as rich and varied as her iTunes library. While her passion for writing led her to seek the challenges of writing for a broad range of industries, Sophie continues to refine her skills with her camera in hand. Whether that’s pursuing her travel journalism or interviewing bands at festivals and awards, Sophie’s musings can be found across the web. When Sophie isn’t behind a keyboard, she can often be found jetting off around the world, or cuddling her collection of pet reptiles.

Email s.brannon@absolutedigitalmedia.com

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