Content Marketing for Local SEO

7th September 2021

1. Google Search Likes Long-form Content

It is a proven fact that Google likes longer forms of content. And this is the reason why the top businesses for any query average about ~2400 words. In fact, the importance of content length is so high that anything lesser than 2300 words was always relegated to the 7+ ranks. Longer content pieces are more important when it comes to local markets. This is because not a lot of brands are aware of the positive effects of long-form content.

It is also true that longer content takes a bit of time to read. This increases the chances that readers can be put off and click away. It is the reason why you should also focus on the quality of content rather than just quantity. Proven content techniques make sure that the reader is engrossed in the article. This improves readership and also encourages sharing the article.

2. Ranking For Niche Relevant Local SEO Keywords

When it comes to ranking locally, keywords are a huge consideration. And yes, much more than national SEO or search. Here, the keywords are more specific, and you also need to account for several long-tailed ones in your marketing strategy. This is where content creation can help. With other methods like email or push marketing, there are issues to it. People might classify it as spam or just ignore it. Content, on the other hand, is the proven inbound marketing technique for this kind of process.

High-quality content is the best method to rank for your keyword profile without any negatives. You can write about anything that is topically relevant, provided you have enough research on the subject. This practically guarantees that your keywords will be relevant. And moreover, your audience will appreciate your writing about topically relevant material.

3. Guest Posting To Improve Local Marketing Reach

One of the best uses of content marketing is the ability to run guest post campaigns. Guest posting is the process of producing high-quality content to be posted on other relevant websites. This helps get backlinks from other, more authoritative websites. The reason why this works really well is that everyone wants content. And if you are able to provide it, they are more than willing to share a link back to your website.

Another tangible benefit guest posting offers improved brand positioning in your niche. If you are able to produce compelling content for readers in your niche, it stands to reason that you have the expertise. This will make for a much better local presence for your business and improved sales as well. Guest posting can also help you network with your peers a lot easier than other methods. If the content quality is good, people will want to collaborate with you.

4. Content Provides Better Keyword Opportunities

The crux of content marketing is to make the content suitable for both human and search algorithms. From a human standpoint, we take relevance for granted. Meaning, a person needs about 10 seconds to understand what a website is about. But it is a much more complex issue with search engines. You need to make sure that you establish the purpose of your website. And this is where keywords come in.

Including keywords on your website is not as simple as it sounds. With Google improving algorithms, adding keywords without relevance could classify it as spam. This is why you should opt to create long-form content. Here, you can talk about a specific topic at length, provided you’ve done the research. Keywords occur naturally in the article, and you don’t have to force-fit anything. This results in much better traffic as well as improved SEO strength for your website.

5. Creating Content That Is Aligned To Local Business

content

Something that you need to remember for local SEO is that simply creating content is not enough. You need to add in a bit of ‘local flavor’ to make it relevant to your audience. For example, let’s say you’re running a pizzeria. To get more reach on your website, you could do a roundup of the most popular local flavors in your area. This is bound to catch locals’ interest and get you ranked for the top keywords in the area.

The best way to find out what is trending in local niches is to research your market. You can use tools that can help you streamline this. It is important to keep your proverbial eyes and ears open to new opportunities that arise. Local keyword trends are volatile and are subject to change quickly. It is important to keep on top of it at all times if you want your business to do well.

6. High-Quality Content Helps You Cross-Promote

With the increased number of platforms that people interact with daily, cross-promotion is more a necessity than an option. One of the most important platforms for cross-promotion is social media. It has a huge number of users and has the potential to be an engagement hub for brands. So, most brands have social media profiles or pages from which they post.

Of course, posting content and getting results on social media are two different things entirely. This is where high-quality content delivers results. You need content that is aligned with the audience if you want their attention. This means that anything you cross-promote needs to be of the highest standards in terms of content and relevance. Also, you can use a variety of content mediums to cross-promote your website. The most commonly used are infographics or posts, which are visual. These have a better chance of being shared.

7. Improving On-page Time For Your Website

An aspect of content creation that is rarely talked about in local SEO circles is improving dwell time for brands. If you are able to create content that is enticing and powerful, you’ll find that people stay on your website longer. Dwell time is a serious metric for SEO, and you need this on your side when you’re targeting local rankings. Another fact with content is it also reduces bounce rates for your website. Lower bounce rates can improve your SEO metrics and have a telling effect on your rankings.

Content is the one thing that can help you stay relevant to your audience. You can leverage this too much better website metrics for your brand. But you need to ensure that your content creation process is of the highest standard. Your aim as a content creator should be to offer value and facts. These can go a long way to ensure that people flock to your website.

8. Adapting Better To Google Trends

Google Trends

The local markets are volatile and highly competitive for all businesses. Trends can change really quickly and without any warning signs. Brands need to make sure that they have a contingency plan for when there are shifts in trend. But pushing out new keywords for local SEO campaigns might not be the best or quickest idea.  By the time your SEO changes take effect, it might already be too late.

The best solution here would be a content marketing campaign. Content creation is flexible enough to have a smaller footprint. This makes it convenient for brands to tackle new keywords quickly without any downtime. And since you don’t touch your existing campaign, you don’t have to worry about it negatively affecting your brand.

9. Significantly Improved Local Visibility

Visibility is a huge part of local SEO. And the reason is that there are a lot more businesses vying for a smaller market. For new brands, it can be a difficult proposition to be noticed in a niche. Local SEO campaigns are great, but they require time for results to show. This opens the doors to content creation as a much better alternative to improve visibility for all sizes of brands.

It is common knowledge now that content creation has been really great for visibility. In fact, brands that posted blogs consistently have been indexed up to 4x more than brands that don’t. Content creation has time and again proven that it can outperform other methods of technical SEO. It also gives you a chance to include newer long-tail keywords in your website.

10. Chance To Bring In New Visitors

Every business reaches a point of stagnation, where their new customer numbers begin to plateau. This is especially prevalent in the local market, where the audience is limited. One reason this happens is that your business is just not reaching out to new people. Approaching a limited demographic can limit your sales potential and revenue. So what is the solution to getting more people interested?

Content marketing has shown you to be able to reach out to people beyond your traditional demographic. A well-known example is a collaboration between Mercedes Benz and Loki The Wolfdog. Even though they are a premium car manufacturer, MB was having trouble reaching the 30 – 40 demographic. They paired up with famous Instagram celebrity Loki and opened their doors to a whole new market. With the right content creation strategy, the possibilities are literally endless.

11. Increased Brand Authority Locally

Brand authority is an important metric when you consider local SEO. The more authority a brand has, the more leverage it has when it comes to drawing business. Focusing on localized content helps brands gain relevance in the niche. And it can help gain traction, especially with niche relevant queries.

Content marketing is an important step when you are looking to improve your SEO metrics. There is a multitude of ways you can increase your brand’s hold over your niche. Let’s talk about a brand called Monetate. They are a digital optimization platform that focuses on content creation. They started with a three-man team in 2011, and with just content, they were able to grow their traffic to 255%. Regular quality content posting can have a huge impact on your business metrics, including authority.

12. Content Works Really Well As Social Proof

Digital marketing today is not just about crunching numbers and getting backlinks. This is the age of social proof and mouth-to-mouth marketing. And this is an area where quality content can help you gain the upper hand. Social proof is associated with top brands in the market. They all have enough reviews and testimonials in their repertoire to present their case to the clients. And this is usually done through multi-million dollar campaigns.

The advantage content offers is that it is not as expensive to work with and is suitable even for smaller brands. Here’s where we pull up a smaller brand – Cressey Sports Performance. Eric Cressey is perhaps one of the best strength coaches globally. He helps athletes and celebrities get fitter and stronger. He puts actionable blogs on his website, which gets a lot of traffic. This is a great example of content being able to offer social proof.

13. Improved Chances At Viral Marketing

Marketing has always been evolving over the years. But of late, the process has gotten considerably faster. This is because of the improved connectivity of people all over the world. Mobile traffic has been growing rapidly in recent times. It now accounts for more than half of the total traffic on the internet. This has given rise to a new type of marketing method – viral marketing.

Viral marketing refers to the quick surge in popularity of any specific asset created by a company. Brands sometimes gain millions of new customers overnight if the viral campaign has gone well. Here too, the key is content marketing. It can give you the best chance of something going viral.

14. Easiest Way To Monetize Local Marketing

Monetize local marketing

When it comes to monetizing local traffic, content marketing offers the best way to do so. For several smaller companies, monetizing can be up to 50% of their total revenue. So, this is an important part of their bottom line. Established companies like The New York Times are dependent on monetizing their content as part of their strategy.

The common part of all these companies is that they rely on the content as a platform. There are several ways you can monetize your website with content. You could opt for lead magnets as part of your marketing process. They have a great track record of delivering the goods. Targeted ads are also a path you can take with quality content. And finally, membership is also an option. You could use content to leverage monthly membership fees as part of a deal.

15. Adaptable To Any Niche Or Local Market

We’ve touched on this aspect of content marketing for business earlier. It has a unique ability to be niche independent for marketing. And this is a powerful aspect of content because it can be scaled to any type of industry with minimal changes. Content marketing can get your business the numbers you’ve been looking for with the right amount of customization.

From soft drink moguls to industrial giants, every company uses content to get its message through. And today, there are over 70% of marketers are relying on content marketing to improve their brand’s metrics. Google updates are now focused on content quality rather than other aspects. This makes content marketing the best place to invest your time and money in the coming year.

Author BIO:

Brice Decker Is a marketing specialist in Houston, TX who works as a strategic director for Haitna. He works closely with the SEO team to produce content for content marketing, CRO, and blog marketing.

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Author : Abhay

Abhay is a Digital Marketing Guru and an accomplished entrepreneur with an experience of a decade working with various businesses varying from startups to established brands. He co-founded many companies like Logicsofts, PrintYo, CrazyRise and more. He is passionate about SEO and Online Data Analytics, which plays a vital role in any business to grow and mutate as per the data results.
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