Local search engine optimisation (SEO) is essential for small businesses to get noticed and stand out online. Especially as competing against nationwide stores, suppliers, or providers can be much more of a challenge. There are many parts to a successful local SEO strategy, and one of them is creating great local content. Here at Pumpkin Web Design, we are Preston’s leading web designers, and web marketers. We work across the region, from Southport to Blackburn, to provide companies and businesses with web design and SEO solutions. As a result, we have produced this guide to content creation for local SEO.

The rise of local SEO

First of all, let’s look at what local SEO actually is. Way back in 2014, when the iPhone 6 was a brand new release, Google released an influential update called Pigeon. This was all about local search. And it provided directories and maps for local businesses, that would be shown as a result to relevant search terms used in the local area, e.g. “garage in Preston”. While we might take all this for granted now, it marked the beginning of the local SEO era.

Local SEO is all about claiming your position among the ranked businesses, and using reviews and ratings to establish your authority. Content creation for local SEO can also go a long way towards promoting your business.

Tips for local SEO

So, if you want to succeed in the local searches, you need to:

  • Register your business in all relevant business listings directories, and make sure your contact details are all the same and up to date across all platforms.
  • Use your Google My Business Page, and Bing Places For Business. Use relevant information and local keywords to fill out these pages and stand out in the local search results, and get listed on the maps feature. It’s important to complete all the fields on your Google My Business page.
  • Keep on top of your ratings and reviews
  • Create great content to rank for local long tail keywords and get listed below the fold.

Content creation for local SEO

As you can see, generating quality content is a big part of your websites authority, and it will help you land in those all important page 1 slots from a local search. There are a number of ways to do this, including:

  1. Using local events or celebrations to your advantage
    If you offer a service close to a town or city event, why not create a great blog post, ahead of time? Detail the event, and what it means to the local community, which will lead to plenty of opportunity to include local keywords and references to local places. Then explain why people should pop in and see you while they are there. This is a great way for local cafe’s, pubs and restaurants to make use of extra tourism and divert footfall away from national chains and into local businesses. But it won’t be overly helpful to every industry.
  2. Creating content centered on your industry, but apply it to the local area
    This technique is more universal for businesses and retailers, as it covers a wide range of bases. From a recruitment agency blog with the title “Bag the best job in Preston”, to a local garage with content centred around “drivers in Blackburn checking their brake pads” you can see how simple this can be. You can also make this more effective by using local landmarks and place-names, as well as colloquialisms throughout your blog.
  3. Get other local businesses to guest blog
    Other local businesses, that are relevant to yours, but not in direct competition, can make great local SEO partners. Not only can you link to each others website, but guest blogging is great for local SEO too. Take for example, a local kitchen suppliers, and a local tile suppliers. Both these businesses compliment one another, because customers will be looking for new tiles, to match their new kitchen. So by linking to another local business, you can help your own customers, and attract new ones. And a guest blogging partnership will increase your local search rankings simply because you will including more local content on your website. It can be a win, win.
  4. Using Tags
    Finally, once your local content has been created, you need to use the right tags. Your title tag and your meta description should each contain the local, keyword you are hoping to rank for. Whether that’s “Southport windscreen repairs”, or “Plumbers in Chorley”, placing the keyword in these tags will help Google to index your content as a result of a relevant search.

In summary

Local SEO is all about developing a strategy to land in the local search results for relevant search terms. Creating top quality local content is one way to achieve this. You can use local events and news, or create content that is specific to your industry, and make it relatable to your local area. Guest blogging is also a good tool for content creation for local SEO. Whichever method you use, make sure you optimise appropriately, with the right tags.

For more information, or for professional content marketing and SEO support, get in touch with the experts today, here at Pumpkin Web Design.