To succeed in search, you need to get local, even if you’re a big player operating many sites. As a larger business, localizing your blog content is crucial, because it helps each of your stores reach out not only to people all over the world, but those right there on your doorstep too. Here are a few ways you can optimize your blog content to give it that all-important local flavour.
Find local keywords
Local SEO is a fundamental part of a good local content strategy. The first step is to create a list of local keywords you can disseminate across your blog content. Google’s Keyword Planner allows you to search by target location, so you can enter one of your company’s key search clusters and find lots of useful local search strands you can start to use.
What should local blog content be about? With seemingly all companies now producing content marketing in some shape or form, the challenge for marketers is to produce something distinctive, entertaining, useful and unique.
Given the amount of content produced every day, this is a difficult task, but not impossible. For idea generation, spend some time listening and monitoring. You could do this in a variety of ways:
- Check Twitter to see what people are saying in your area;
- Look at community forums to see what the hot topics are;
- Read local newspapers to find out what’s going on around town.
When it comes to local content, the clue is in the name. People want to read something relevant and specific to them and where they live. Finding out what the important issues are can help you do just that.
Create an events calendar
To support your blog strategy, develop a local events and reminders calendar. This should include everything that’s happening in your area - big sports games, festivals, community events etc. Having this information in advance will help with the timeliness and relevance of your content.
You could also set reminders for things like anniversaries. For example, there may be a cult hero in the area or a famous historical figure. Having this information in advance will help you tap into the zeitgeist and create something the locals will actually want to read.
Get inbound links
Your blog needn’t be solely confined to on-site activity. Partnering up with other local websites, like news outlets and community pages, is a great way to increase your readership and generate inbound links. Also, consider PR opportunities - if you run a restaurant, see if the local paper wants to come and review it.
Get local people involved
The locals are the real heartbeat of every city. Consider running local blog projects that harness their knowledge. Ask for guest writers on social media, canvass views and run competitions. Dipping your toes into influencer marketing is a great way to really get involved with a community. One thing influencers bring is followers - some have thousands upon thousands, so working with them as part of a big online project can reap some significant return.
Local blog content can be difficult to get right, but work at it and you will see results. Importantly, good local content will help to create a relationship between your business and the target market, which is never a bad thing.
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