If you own a local business, you want to dominate the local search results of your niche.
But how do you write content that’ll pop up in those local search results?
On what aspects should you focus?
In this post, I’ll give tips you can use in order to set up your very own local SEO content strategy.
Local SEO is for local businesses
When you’re aiming to rank for local search results, you want people in a specific neighborhood, village or town to find and visit your website.
In most cases, your goal is not to sell directly through your website.
Instead, your website probably invites people to come to your store, to your practice or to hire you for your skills.
Websites focusing on a local audience are different from those focusing on a national or global audience.
In most cases, when visitors are interested in your services, you’ll have a face-to-face interaction with them. Your competitors are the other local entrepreneurs in your specific niche.
Perhaps you actually know your competitors.
Which local queries do your audience use when searching for your type of business?
You should get inside the heads of your audience and figure out what they’re searching for.
For most local search queries, people will actually use the name of the town or village when searching for something.
For instance, they’ll type in [hairdresser Amsterdam] or [therapist New Hampshire].
But even if people do not use a local term in their search query, Google will probably recognize their query as a local search intent.
Searching for [dentist] in my hometown Wijchen will give me similar (but not identical) results as searching for [dentist Wijchen].
Google will give search results based on your location, if they recognize a query as a local search intent.
This also counts for near me searches.
Keyword research can be hard. But since you, as a local entrepreneur, regularly meet with your audience, you have a big advantage.
Ask them about their search behavior!
Ask your favorite customers what they were searching for when they first visited your website.
Or what they would be searching for if they’d be looking for your type of business.
That’s valuable information.
Don’t stop there, though! Think about other search terms as well (as you might be missing out on an audience).