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Content For Local SEO
When it comes to local SEO (local search engine optimization), content is a super important part of your local SEO strategy if you want to rank on search engines.
I’ve had success ranking sites with just great technical SEO + great content (without link building).
See what types of content I recommend for local SEO and why. If you’re a small business, pay close attention!
What Is Local SEO Content?
First of all, what is local SEO content? Local content is part of the digital marketing process.
It’s content that you create, optimize and publish on a local business website with the goal of ranking it “locally” or in a certain geographic area for searchers.
11 Types of Local SEO Content Writing
Service Pages
A service page is a dedicated page about a specific service that a business offers.
If you are a local business you should have a dedicated page on each service that you offer. With local SEO, you’ll need to target a location as well on your service pages.
Service pages give sites the opportunity to rank for all the services that they offer in the location they want to target.
Here’s an example of a lawn care company that has a fertilizing service page targeting St. Pete, FL.
Another example: An HVAC company in Napa, California would have separate pages for:
- AC Repair in Napa, CA
- AC Installation in Napa, CA
- Heater / Furnace Repair in Napa, CA
- Duct Cleaning in Napa, CA
- Air Purification Systems in Napa, CA
State Pages
When it comes to targeting locations, you can target them on different levels. The first level would be the state level.
A state page is a dedicated page that shows all the locations you offer your services in for a particular state.
Here’s a great example of an ice dam removal company targeting the entire state of Minnesota.
Regional / Metro Area Pages
The next level down would be regional pages. If you break your state pages down into regions like this if desired. Regions are generally large metro areas like Dallas-Ft. Worth, TX.
Here’s an example of a veterinarian targeting the Dallas and Fort Worth metro area.
And here’s another nice example.
City Pages
A city page is next in line. You can drill down and target a specific city with your content. City pages are very popular, especially if you don’t target a large area.
Here’s an example of a pest control company targeting a city.
Neighborhood / Suburb Pages
A neighborhood page is what it sounds like. These are great if you have multiple locations in one city. You can use these to differentiate locations.
Here’s an example of an HVAC company targeting a neighborhood.
Location Pages
A location page is a dedicated page about a specific business location.
For example, if you are a local business you should have a dedicated page for each location that you have a physical office in.
This gives the site the opportunity to rank for all the locations that they have locations in.
Example: An HVAC company would have separate pages for each office location:
- Tampa, FL
- St. Pete, FL
- Clearwater, FL
If you only have one location, then your contact will serve as you location page like this.
Service-Area Pages
A service-area page is a dedicated page about a specific location that the business services, but does not have a physical office in.
For example, if you are a local business you should have a dedicated page for each service-area that you travel to for work. This gives the site the opportunity to rank for all the locations that they service.
Here’s an example of a lawn care company that has a service-area page targeting Tampa, FL.
Another example: An HVAC company would have separate pages for each service-area:
- Tampa, FL
- St. Pete, FL
- Clearwater, FL
FAQ Pages
FAQ pages are great! They are usually just one page that lists common questions and their answers. If you can add a local component to these pages then they can also help you rank locally.
Here’s an example of a theme park that has an FAQ page for their Tampa, FL location.
Testimonial / Review Pages
Testimonials from local customers are another type of local SEO content. You can create testimonial pages for different locations.
I recommend adding third-party reviews to these pages instead of testimonials if possible because searchers trust third-party reviews more than testimonials since they can be manipulated easier.
Here’s an example of a med spa that created a testimonials page for their Tampa location.
Practitioner Pages
A practitioner page is a dedicated page about a person at a company. Think of it as an “about me” page. These pages may also be known as team member pages or bio pages.
The goal of a practitioner page is to get users familiar with members of your team. This builds trust which can help your conversion rates.
Practitioner pages can also be very powerful when used as Google Business Profile landing pages on practitioner listings.
Here’s an example of a trial lawyer in Tampa, FL.
Another example: A law firm in Vacaville, California would have separate practitioner pages for:
- Bob Smith: Immigration Attorney in Vacaville, CA
- Sarah Smith: Real Estate Attorney in Vacaville, CA
- John Mack: Tax Attorney in Vacaville, CA
Blog Articles
A blog post is a type of article that is published on a website in the blog section.
Now-a-days, a blog article is pretty much an informational guide on a topic of your choice. Sometimes blog articles are called “blogs” or “posts”.
When creating blog articles, they can be written about anything, but they usually focus on topics that the site owner has expertise in.
Here’s an example of a blog article targeting the state of Florida.
Another example: A Mexican restaurant in San Jose, CA could have separate blog articles for:
- San Jose Date Night Specials
- Best Tacos in San Jose
- San Jose Mexican Food Deals
How Do I Create Local Content?
You can either do it yourself or hire an SEO content writing service like CONTENTAMIGO.
Doing it yourself isn’t a bad idea if you have some training in local SEO and content. But if you are not sure where to start it may be easier to simply hire a professional to do it right.
How Do You Write Local SEO Content?
If you want to create content that ranks in local search, you need to do a few things:
- Choose your topic and content strategy (make sure it’s a local topic)
- Do keyword research and include local keywords (search volume may be low for local keywords but that’s ok)
- Look at the SERPs (local search results) to see what’s ranking for that keyword / topic
- Create a content brief and / or outline
- Write the content for your local audience
- Optimize it for local searches
- Publish the content
- Promote it via content marketing (possibly on social media as well)
What to Include on Local SEO Content Pages
This topic deserves it’s own article but I’ll go ahead a summarize the most common elements that should be included on local landing pages:
- NAP (business name, address and phone number)
- Google Business Profile embed from Google Maps (aka Google My Business listing)
- Local content about the area
- Images of the location and / or staff
- Local FAQs
- Local testimonials / reviews
Local SEO Content Writing
If you are able to successfully create local content by following local SEO best practices, then you are on your way to getting more organic traffic and conversions!
At CONTENTAMIGO our focus is creating stellar local SEO content. If you need assistance finding the right keywords to target on a local level or need pages created, we’d love to help! Just place an order!