Struggling to get your business to rank on Google?
In this article, I will let you in on my top five local SEO content tips to help rank your website higher.
Content is crucial when it comes to local SEO, and if you don’t get the following five things right, nothing else will work.
Let’s get started.
Local SEO Content Tips
In case you’re unfamiliar with how this stuff works, local SEO is the process of optimizing a website to rank well in search engine results for its geographical location.
Local SEO is different from general SEO because it’s geared towards a specific location, city, or zip code and not just a country-wide audience.
Not only does local SEO help businesses generate more leads, but it also helps them get their business rank on Google Maps as well as other online directories that are locally relevant.
This increases visibility which then boosts rankings too!
Reverse Engineer What Already Works
One of the secrets to creating engaging content is to always reverse engineer what your competitors are doing.
This allows you to analyze what your competitors are already doing. Then, you can replicate what already works.
By analyzing how your competitors are already getting their traffic, you can then plan out what’s going to work for you?
This strategy will save you a lot of the initial hard work because all of the research is already done for you.
That’s great, but tell me how?
When you use Ahrefs, you can enter your website and get a list of your top ten competitors. From there you can go through each competitor and see what content brings them the most traffic.
You can then use that list to analyze what’s working for them and make improvements to your content in order to outrank them.
Now the trick here is the 80 20 rule?
How can you get 80 percent of the results with 20 percent of the work?
Easy! By checking a competitor’s content, seeing the top ten or top five pieces that actually rank, and then going after those keywords.
Now, if you don’t want to pay for Ahrefs, you can do similar research by using Google.
Go to Google’s search page and type in:
Followed by a ‘keyword‘
Then, hit enter.
You will then see any pages they rank for using that keyword in the SERPs.
You can remove the ‘keyword’ and leave only the URL to view ALL your competitors ranking pages.
This is a free and easy way to manually search on Google to see what pages Google indexes for your own website.
No matter what way you want to do the research, it’s an essential piece of the puzzle.
Once you have seen your competition and what ranks, it’s time to create something better.
Ask yourself, how can you do it better now? Think, infographics, images, in-depth articles, etc…
Tip number two is to make sure you do your keyword research correctly.
There may be keywords or content ideas that your competitors have missed, but are great low-hanging fruit for you.
If so, these are fantastic opportunities you should be taking advantage of.
How can you do this?
Well, you could use the following methods:
- Ahrefs keyword explorer
- Neil Patel UberSuggest – free keyword tool.
- Use Google – Type in your industry and look at the autocomplete suggestions.
For example, if you type plumber, you’re going to see all these local searches that come up in the auto-suggest.
To find local SEO keywords for your industry, you could type your industry followed by your local area.
You’ll see a bunch of other keywords that you may want to consider targeting as these are the keywords that people are already searching for, as suggested by Google.
The crucial thing here is, you don’t just put your finger in the air and guess what people are searching for. You want to take the guesswork out of it.
You have to go after the data, look at the stats, look at what people are currently searching for and then go after those keywords.
Because otherwise, you will create content around keywords that people will never find.
You could spend hours or even months creating content for your website that will never rank.
As a rule of thumb, you want to create a piece of content for every service that you offer.
So do your keyword research around every single service you do!
For example, if you are a landscape gardener, research the following:
- Gardening services
- Weed removal and weed prevention
- Hedge trimming
- Adopting measures to control pests and diseases
- Keeping plants healthy by pruning them
- Tree and plant planting and seeding
- Grass cutting
- Chopping trees
Using these topics as a base, you could do your keyword research, then create landing pages, and drive traffic to each one.
Optimize Your Content
It’s a good idea to get into the habit of continually optimizing your content to make sure that you maintain your rank in Google.
The two best tools for this are:
Both these tools will reverse engineer what your competitors are doing for you.
All you need to do is type in your keyword and let SurferSEO or Frase do the rest.
The tool will analyze the top 10 competitors already ranking for that keyword and tell you exactly what to do to compete.
Both of these tools will tell you:
- How many words the article should be
- What primary and secondary keywords to target
- Topics to cover
- Headings to use
- Amount of links to include as a reference
- How many images to include
- What questions do you need to answer
Within minutes you will have all this information, and it’s so easy!
They include a sharing option so you can delegate your content writing to your team if you’ve got a bunch of writers that work for you.
You can easily create a blog outline inside the tool and hand that over to them, and it will save you a lot of time and research.
You can read more about the best SEO tools here.
Updating And Improving Old Content
One thing that can really hurt your traffic is something called content decay.
This happens when Google’s algorithm analyzes the freshness of your content and sees it hasn’t been updated in months or years.
For example, if you published an article and then 6 months later your competitor publishes one targeting the same keyword, there will be times when Google will rank your competitor’s article higher than yours simply because that content is fresher or newer.
So how can you avoid this problem?
You should already have Google Analytics set up on your site, which you can do in a few minutes by downloading the plug-in or installing some code.
In that case, you can go back and see how your current pieces of content are performing now compared to the last three or six months.
The goal is to determine which pages are dropping in rankings, and then how you can update and upgrade those pages to ensure that you regain those rankings.
Keep in mind; this is a continuous and lengthy process.
By doing this, not only will your new content rank, but those pieces of content you created a year ago, two years ago, or three years ago will still rank on Google.
Obviously, the larger your site gets and the more pages you have published, the more challenging this task will be to manage.
So what I would recommend is to put every single piece of content you create on a spreadsheet and then have a column for the last time you updated that content.
By doing this, you can easily see what articles have been updated and when.
If you haven’t updated an article in the last three to six months, go back and improve it so that you can increase in rankings.
Once you have done the above four things, you need to make sure that you’re promoting your content.
A common mistake I see people make with content promotion is, most people spend 80 percent of their time creating/writing the content and then 20 percent of their time promoting it.
And that’s a big issue because if you create a ton of content, but no one sees it, then that content is wasted in a sense.
So to get the most significant return on investment from your content, you need to spend 20 percent of your time creating it and then 80 percent of your time promoting it.
By landing backlinks.
Studies show that backlinks are one of the most important ranking factors for your content.
What does this mean?
Well, Google sees links from other websites to yours as a way of verifying that you produce authoritative, credible, and trustworthy content.
The more authority your website has from backlinks, the higher your rankings will be.
So it’s crucial to promote the content and ask other webmasters to link to you.
How can you do this?
I recommend looking at who’s linking to your competitors.
By doing that, you can approach the same sites and say something like, “Hey, I noticed you linked to Jim; maybe you want to link to me too.”
Make sure you give them some reasons why they should link to you.
How do I find my competitor’s backlinks?
You can do this by plugging your competitor’s website into Ahrefs or Moz, looking at their backlink profile, and then going through all of the sites and outreaching to them.
If you want more local SEO link-building strategies, check out my other articles on this.
I also have tons of videos on my channel about exactly how to generate high-quality free backlinks to your website for local SEO.
If you don’t have access to Ahrefs it’s going to be a little tricky.
You could go to Google and type in your industry or your niche. For example, surfing lessons in California.
You can then filter the results by ‘recently published’ within the last month.
You’ll be shown all the websites that are discussing your industry within the last month, and you can reach out to them via their contact US page or by cold email.
Chances are most websites are going to say no but, if you do this often enough, some websites will say yes.
It’s an easy way to generate backlinks for your website and get your content ranking.
Remember, creating the content is the easy part, getting it to rank is what’s difficult.
More backlinks will equal more traffic.
Well, there you have it.
These are my five tips that you can use to give your content a fighting chance in Google’s search results.
After following these steps, hopefully, you will see an uptick in your rankings for local SEO and, with that, all of the other benefits that come with increased organic website traffic.