3. Write As You Talk
Voice search is nothing new to local SEO. In fact, 75% of people who own smart speakers use them to search for local businesses weekly.
If you write with a conversational tone, you can target those longer voice search queries in the SERPs.
4. Images Are Your Unsung Hero
Images often go unnoticed when it comes to local SEO. But with mobile search leading the way, you want to optimize your images for mobile search.
By incorporating unique images (not stock photos) in a square format with proper alt text and schema markup, you have a better chance of ranking in mobile search for local.
Don’t rely on stock. Use engaging, original images that complement the rest of your content and help tell a more compelling story.
9 Examples Of Content For Local SEO
1. City-Specific Landing Page
Here’s a fun challenge: Can you rank for local keyword terms without a location webpage?
While you might succeed after a few sleepless nights, it’s much easier to rank in the local SERPs if you’ve got a location webpage.
If you’re a multi-location local business, take a note from Denny’s.
They created a separate page for each location. Here is a look at Denny’s New Port Richey, Florida location page.
Screenshot from Denny’s, December 2021
Jeni’s Splendid Ice Creams is another excellent example. You can see Jeni’s talks about local landmarks, downtown areas paired with unique local images.
Screenshot from Jeni’s, December 2021
And Roto-Rooter joined the game too. Here’s their New York location page.
Screenshot from Roto-Rooter, December 2021
2. State Or Regional Landing Page
It’s hard to get any client excited about creating more content. But, when you’re competing in the local SEO space, content could make or break your move from Page 2 or 3 to Page 1.
If creating multiple city-specific location pages sounds like a daunting task, start with the city or region of your locations.
Take Airbnb’s Miami webpage, for example.
They created city-specific topical content about staying in Miami. The search intent matches the content on this page perfectly. Just keep scrolling.
Screenshot from Airbnb, December 2021
This is one of the best examples of local content silos I’ve seen.
And, they aren’t alone.
Incfile, a LegalZoom type of company for solo entrepreneurs (but better), built state-specific pages.
Screenshot from Incfile, December 2021
(Full disclosure: Incfile was a client while working with First Page Strategy.)
Before building these state location pages, the team did a deep dive into buyer personas to understand their audience.
Incfile determined that state location pages would make the UX better for their customers – and, it worked. Incfile not only increased organic traffic but improved conversions.
3. FAQ Pages
FAQ pages are this close to being my one-stop-shop for everything local SEO content.
Here are a few examples of FAQ pages for local businesses.
Handy includes FAQs on its service pages.
Screenshot from Handy, December 2021
Monterey Bay Aquarium dedicates an entire page to FAQs.
Screenshot from Monterey Bay Aquarium, December 2021
Specials and discounts are the crème de la crème for local business owners.
In today’s smart shopper age, everyone is an extreme couponer (guilty).
Give your customers what they want by personalizing specials to local residents.
Hotels are known for this.
Hotel Chicago offers a parking package.
Screenshot from Hotel Chicago, December 2021
And Disney has “locals only” passes and discounts.
Screenshot from Disney World, December 2021
By offering a location-specific discount, you’re appealing to your local audience. You’re making them feel special.
It’s an intense race to the top of the local SERPs. No discount is too small.
5. Host Local Events
Every Friday, almost like clockwork, I dig through my Facebook events to see what’s happening this weekend.
There’s always a festival, free yoga class, or some charity dog wash going on.
I love seeing local businesses use Facebook events to drive awareness as a marketer. But, what I don’t love is not seeing the event on their webpage.
If you’re hosting a local event without announcing it on your website, you’re losing out on some major local SEO mojo.
Here’s how Antonelli’s Cheese Shop in Austin pairs its local cheese store with classes and events.
Screenshot from Antonelli’s Cheese Shop, December 2021
Or, follow Green Bench Brewing in St.Petersburg, Florida. They host Hospitality Wednesdays.
Screenshot from Green Bench Brewing, December 2021
On the flip side, you could rent out your location as an event space like Station House.
Screenshot from Station House, December 2021
6. Partner With Local Events Or Implement Events Calendar
Is the idea of hosting a local event too overwhelming for you – like the first time you tried to order off the dollar menu at McDonald’s? Then consider partnering with a local event.
Like Suncoast Credit Union does. They sponsored the event and provided a discount for the VIP experience.
Screenshot from Suncoast Credit Union, December 2021
Or like Marriott in Atlanta did.
Screenshot from Marriott, December 2021
And, it works. Milestone increased the organic traffic of Charley Creek Inn, a luxury boutique hotel, by 81% after improving the CMS with an Events Calendar.
If you don’t have the budget to sponsor local events, talk about the local events.
For example, New York-based digital agency LaunchMetrics put together a report on digital trends at NY Fashion Week.
Screenshot from LaunchMetrics, December 2021