If you’re a local business owner you need to create a certain kind of content that not only performs well in the search engines, but also provides value to your readers. This is a tricky art, as you need to appeal to two entirely different things at once. Owning a local business means that your pool of content topics will naturally be lower, so you’ll need to get creative.
A lot of local business owners end up boring their readers with content styles that don’t provide any useful information, or leave them feeling particularly inspired. In this post we show you how you can create useful and readable local content that will also help your website rank higher.
Who Are You Actually Writing For?
Do you know your audience so well that you can predict their needs before they do?
If you answered no, then don’t worry you’re not alone, most people don’t. If you only feel a passing familiarity with your target audience then spend some time researching your audience to truly get inside their head.
When you’re creating content with a specific person in mind, you’ll naturally create content that’s more relevant and useful for the reader. This will help them build a deeper connection with your company, and they’ll be more likely to check out your services and products.
One of the first places to start is by mining Facebook Audience Insights. This tool is built-in to the Facebook platform. To access the tool navigate to the Facebook Ads manager, and click on Audience Insights.
Within this dashboard you can create a custom audience that will allow you to uncover how many active Facebook users match your customer profile. This will give you an idea of the overall size of your market, and will help you uncover any relevant interests, so you can better understand your customer.
You can also spy on your competitors to find a good Facebook marketing strategy for your audience.
Analyze Your Current Content
Obviously, if you haven’t been blogging or creating any content for your site, then you won’t have any data to work from. But, if you’ve been blogging for any time at all, then keep reading, as you’ll come away with some useful insights.
One of the easiest ways to analyze your content to see what’s performing best is to use a tool called Buzzsumo. The free version of this tool won’t give you a complete breakdown of every post. But, it will show you the top performing posts across your site.
If any kind of post style or topic is greatly outperforming the rest of your posts, then consider creating more content in this style.
Find Local Keywords With Decent Search Volume
You won’t rank for the keywords you find here right away, but over time, with consistent content creation you will begin to rank. Go to the Google Keyword Planner and type in a few local keywords you think people in your market will be searching for.
When looking for local keywords the search volume will be much smaller than large-scale keywords. This is fine, you’re just validating that there’s a least some relevant existing traffic in your niche.
Once you have a list of keywords see if you can combine them into keyword groups that are focused around a specific sub-topic. This will help you create more in-depth content, instead of fluffy posts that do little to please your readers.
Also, make sure you combine your keyword data with the section below to further enhance the quality of your posts.
- Don’t miss our blog on keyword research for more top tips!
Tap Into Broad Interests, and Tailor For A Local Focus
When creating a potential list of topics start with broad interests before you niche down to your local community. This will help to give you a larger scope of topics to work from.
Keep an eye on trending topics from sites like Buzzfeed, or by monitoring Google Trends. This will help you tap into current topics that people are talking about. All you have to do is adjust the scope of the topic to your current audience and style of business.
Once you’ve committed to creating a steady stream of content make sure you monitor the success of your content through a tool like Google Analytics. This will give you information about your best-performing posts to further tailor your strategy.
Keep in mind that when you’re creating content not to force any keywords into your content. The best SEO content will naturally integrate certain keywords, and their insertion in the content will feel natural, as opposed to feeling forced.
Over time, the strategy above will help you create reader-centric posts that will also tend to rank higher in the search engines.