How to Write Content for Local Pages
If improperly used, local pages can result in duplicate content and even search engine penalties. But. if properly utilised, local pages can help effectively boost conversion and leads, as well as attract more foot traffic to your physical business location.
Below are three simple guidelines to create effective local pages:
In an attempt to target your audience, you might consider creating local pages that target different geographical locations and customers within them. This might not necessarily be the most effective way to proceed with creating targeted local pages.
Instead, target cities or regions that have, over time, proven to deliver the most customers and value to your business. But, it is important to verify that there is a market for you in the targeted region. If there is a market, you can begin developing local pages that will help you build meaningful relationships with the potential customers in the targeted area.
Avoid targeting too many regions, as this will lead to you likely duplicating content across your website while only switching out the locations you are writing for. Even if you don’t copy and paste, it will only result in the tedious task of your local pages writer having to say the same thing a thousand times in a thousand different ways. Avoid this, and instead be strategic in choosing which local pages you want to build out for which communities.
It is important that you create a positive and lasting first impression for visitors coming to your local pages for the first time. This means that the content of your local pages needs to actually be helpful. So, your local pages should showcase what it is your visitors need, or are at least interested in, and how your brand or products can help fulfil said needs. Your local pages should offer value to your visitors in the form of useful and well put together information. You can also add local statistics to your content to prove how effective and relevant what you have to say is to the plight of your local audience.
Also, avoid creating keyword-stuffed content that is difficult to read and not in the least bit engaging. If your local pages are unattractive or not useful to your visitors, you will have a high bounce rate and search engines will take this into consideration in reducing the rank of your website in search engine results.
Duplicate content is something both Google and visitors equally despise. If you think you are being clever by simply switching out the name of the state or city on each page, Google will not be fooled by your gimmick. So, instead of duplicating content, you should look to create pages of useful content that your visitors will actually find beneficial.
In order to accomplish this, you should build your local pages by taking into consideration the unique attributes of the location you are writing for and the people who live there that you are targeting. You can get the information you need by asking the following questions:
What do the locals find most appealing about the area?
What is the locality best known for?
What is it your business has to offer the area to benefit the locals?
How your business involved in the community and what is its relationship with the community like?
What makes your products/services ideal for the locals you’re targeting?
Why should the locals choose your services over that of other competing businesses?
Use your local content to your advantage to appeal to your visitors on a personal and deeper level. Also, develop the reputation and credibility of your business by listing popular figures in the area, or provide customer testimonials or reviews from the area that show the quality and competence of your services. Mentions in popular local publications may also be useful. SEOProfiler
If you are looking for a powerful local SEO tool, SEOProfiler is something to invest in. You can use it to audit your website, for website page optimisation, identify strong and competitive keywords, as well as for identifying and removing bad backlinks. Using it might cost you a pretty penny but, if you are serious about writing quality local pages, it is a worthwhile investment.
The speed of your local pages will go a long way in determining their local SEO ranking. This is because search engines such as Google are well aware that the majority of internet users don’t have the patience for slow web pages. Slower loading speed equals higher bounce rate and less visitors, all of which will negatively impact your ranking. With PageSpeed Insights, you can effectively turn all this around as the tool can review load times of your site and also suggest how you can improve speed – all for free.
For your local content to deliver best results, it has to be of high quality. One of the indicators of high-quality content is originality. So, if your local pages contain unoriginal or plagiarised content, this will really hurt your regular SEO and local SEO rankings. With Copyscape, you can assess your content and verify that it is completely original. The tool will verify that you are not duplicating content from either outside or inside your website and will save you from being penalised by search engines. Basic Copyscape is available for free, but a thorough content checking comes at a fee.
This is a pay-to-use local listing management tool that’s also useful for finding the best places to list your business and boosting local SEO rankings. Other features include collecting online reviews and customer feedback, monitoring local search rankings according to city, discovering link opportunities and much more.
This is another local listing management tool. You can use it to claim and verify listing submissions, as well as a data aggregator for pushing listings and keeping your business visible. It can also be used to identify errors in your citations that may be negatively impacting your local SEO.
This tool can score the overall SEO strength of your website and give you insights on how to improve that score. Following these tips can have a positive impact on your local SEO. It also has an audit feature for discovering pages that need optimising.
You can use this tool to submit your NAP to local directories as well as manage and review your local listings. You can also use it to correct inaccurate data on available listings and refer to it as a comprehensive directory list.
This is a collection of tools that come with features ranging from the ability to compare the ranking of competing websites against yours on major search engines to monitoring online reviews.
This is very similar to Synup in that it lets you review analytics, monitoring, local listing management, and widgets. But, unlike most other local listing tools, Yext is automated. You can also use it to update your NAP information in real time.
You can use this to effectively build schema.org microdata thus making it easier for your site’s content to be identified and indexed by search engines. This increases your chances of showing up in relevant searches.
This is great for boosting and reinforcing your local SEO keywords. During keyword research, you will be able to identify how much traffic occurs for each specific keyword. You can also use this tool to discover fresh local keywords based on searches being performed by people in your area.
The best part about Google Adwords Keyword Planner is it is entirely free to use and can perform research based on geographic regions.
You can describe this as an SEO report card. You can get your report by submitting your website into the tool. UpCity will analyse your pages and score you out of a 100 in comparison to the pages of your competing websites. The tool is free, so you can use it as many times, and as often, as you like.
This tool will provide you with 40 different options on how you can effectively boost your local SEO rankings. You can pick as many options as you like and follow the tasks prescribed to optimise your website and boost your ranking. All this can be accessed and enjoyed at the customer-friendly price of free.
If you are in need of quality local backlinks, BuzzStream can help you fulfil your goal. It works by helping you identify and develop relationships with influencers in your locality with the aim of helping drive word-of-mouth traffic and increase your brand’s local awareness. The tool is also great for digital PR and content promotion.
This is a free local SEO tool that can help you audit and index your website’s meta data and HTML. It can also help you identify broken links that may be hurting your local SEO rankings. For Screaming Frog’s more advanced capabilities, you will need to pay a fee.
If you want your website to appear on page one of Google search results, you should check out Serplify. This web-based software is capable of automatically optimising, mass indexing, and syndicating your content. It will also add domains and locations you would like to rank for and add thousands of optimised unique pages of content for each keyword.
By offering you a detailed backlink profile for websites of your choice, this tool can improve your local SEO strategy. With Ahrefs, you will be able to see who links to your website’s local pages and what sort of anchor text they are using. The tool will also inform you of how strong your backlinks are. And, if you are a competitive person, Ahrefs can be used to see how strong the links of your competitors are in comparison to yours.
With the aforementioned local SEO tools, you will have a better chance of creating quality and high-performing local pages and content to boost your website’s ranking and online authority. You will also be able to measure your performance and tweak your pages as necessary for better results.