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Content Writing for Effective Local SEO

This blog is written with Hampshire businesses in mind. Particularly those Hampshire businesses that need to have a strong local SEO presence. If you own a local business and you haven’t optimised your website adequately, you may be missing out on opportunities that are ‘on the doorstep’.

There are a number of separate SEO elements that work together to create a strong local profile. They include:

  • Technical set up of the website
  • Citations
  • Earning client reviews
  • Social media activity
  • That the website and digital ‘promises’ are delivered in the real world
  • Local content

Local website content and getting it right

This article focuses on the last element; local content for business websites. Local content is an important part of SEO. But no less or more than the other elements mentioned.

Here’s a list of common pitfalls to avoid, plus some quick wins to increase the SEO impact of your local content.

  • The articles, blogs and all other content needs to be original. If you’re not a great writer, find someone who is. Scraping content from other sites and re-using it is simply a big no-no!
  • If you offer multiple services in multiple locations, the temptation can be to create a page for each one. You need to be careful that your resources are not spread too thinly. You’re better off having a strong page for one location that includes multiple services than creating a ‘thin’ page for each service in every location.
  • You might have different services aimed at different markets and perhaps even different brands. If you are a small business have just one website, no matter how disparate your activities may appear. Dividing creates dilution insofar as SEO is concerned.

Tips on creating content for strong local SEO

  • A blog on your site lets you add fresh, new and relevant local content that search engines will respond well to.
  • If you have multiple location pages, use a testimonial on each, relevant to that location to make the pages different.
  • Covid has accelerated the acceptance of video and video content. Ensure a good balance between video and written content on your website.
  • Consider local sponsorships e.g. with a youth football team for example, as a way of connecting with another local group. Leapfrog Internet Marketing sponsors one of the local football teams here in Fleet, Hampshire. Write about why it is important for your business to support local teams, projects and causes.
  • Join any local business directory websites that may be set up in the areas you operate in. Write about the importance of being part of the community where you live and work.
  • Create content that includes contributions from influencers in the locations you are active in.
  • Your advisory blogs should always be written with your readers in mind and your content should speak to them directly. For example this blog is written with SME businesses in Hampshire in mind.

If you want to be found online then it’s essential to optimise your website for local SEO. Here at Leapfrog Internet Marketing we have the expertise and professional know-how to help you ‘leapfrog’ to the top of the search engine rankings. Contact us today and see how we can give your business the local profile it deserves. 

Nick Shrimpton
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