Improve Your Local SEO via Content Marketing

Published on: 11 April 2017 Last Updated on: 04 September 2024
SEO

In 2016, a local business in Lethbridge, Alberta, won the viral lottery when a raving Facebook post drew in customers in flocks. Whitby’s Fish and Chips shop was struggling for months due to poor location and expensive marketing.

Owner John McMillan, who had been unable to pay himself a salary, shared his plight with a first-time customer Colin Ross. The meeting changed Whitbie’s destiny. Ross posted a Facebook review promoting the shop and urging the close-knit Canadian community to help out McMillan by trying the sumptuous items on Whitbie’s menu.

The post went viral and sent people lining up from opening to well past closing time. According to a local news report, about 400 people visited the shop the day after Ross’s post, and 500 more lined up the next day.

The power of digital marketing

Digital Marketing

The viral post about Whitbie’s is a dream come true for any business. Not only did it provide the local shop exposure in local and international news outlets, but most importantly, it brought in real customers. Whitbie’s social media success is one of the products of digital marketing.

Digital marketing is simply the promotion of products and services via digital technologies such as the Internet, mobile phones, and display advertising. One of the most popular digital marketing tools is social media where roughly a third of the global population actively interact.

Search Engine Optimization (SEO) is a set of techniques that helps businesses and publishers maximize digital marketing in reaching out to their target audience. Essentially, its main goal is to rank high in search results pages.

Google uses 200 signals in ranking webpages including keywords, the freshness of content, and region. It’s the job of a digital marketing agency to apply effective and ethical SEO strategies to sustain a business’ top ranking in major search engines.

Local SEO and citation consistency

If SEO is macro, local SEO is micro. Local SEO “allows local businesses to promote their services to local customers at exactly the time they’re looking for your type of business.” This set of processes aims to target real customers in a geographical location. Aside from search engines, local SEO uses online directories such as Yelp, Qype, and TouchLocal.

Local SEO

The core of local SEO is information. Your citation or NAP (name, address and phone number) must be updated and consistent in all webpages and online directories. Inconsistency can adversely affect your ranking in organic search results.

Try searching for your business in search engines. You’ll see which webpages still reflect your previous address or old phones. “The citation consistency of your business across the web helps search engines decide where you are geographically relevant for various local search queries,” wrote Sinclaire Dickinson, content strategist at Wired SEO.

Read also: Methods Of Optimizing Local SEO That Is Essential For Small Business

The 3-pack challenge

Recently, SEO experts received news that would make their jobs a little more challenging. Google updated its search results to show three local businesses instead of seven. The business listings were also redesigned to suit the mobile user interface.

According to Google, the update “provides people with more than relevant information, including photos, review, and prices, for searches that have multiple results for a given location.” The challenge lies in how to make into the first three results in the world’s most powerful search engine.

Read also: Avoid These 5 Mistakes Before Starting An SEO

Content strategies for your business

Content marketing

Google’s ranking factors serve as a compass leading the best digital marketing tactics. Ross’ viral Facebook on Whitbie’s Fish and Chips shop has the formula every digital marketer aims to master: a unique content too appealing to influence action.

Ross’ own reputation as an influencer within his own circle was also key. Content is one of the most important signals Google use in ranking webpages. In creating an article or video for your business, use Google’s content-related ranking signals as your guide.

Your content must not only be original, but it should also provide value and unique insights. This increases demand for journalistic materials supported by data and written by experts. Create useful content for your target audience.

Food brands are making 30-second cooking videos sharing how their products can be incorporated in easy-to-make meals. Regularly update your webpages and social media pages as Google takes note of the recency of content updates especially for time-sensitive searches.

Read also: Social Media Marketing Role In Technology

Don’ts in content marketing

Do you need to hire an SEO expert or a digital marketing agency? Google warns that choosing an SEO expert partner is critical for your business as it can either improve your site or risk damage to your site and reputation. “Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site.”

Some of the techniques that you or your SEO expert should avoid is producing duplicate materials on the same site, spinning words to create “new” content, and posting misleading information. Google advises to watch out for rogue SEOs that own shadow domains, place links to their other clients on doorway pages, and offer to sell keywords in the address bar.

Shadow domains direct users to the website through deceptive redirects. Attaining a number 1 ranking on Google is not guaranteed. If your SEO promises a top spot, it’s likely that it’s a scam.

Some content marketing tips from experts

Today, consumers would check online reviews, blogs, and other online information before making a purchase. One tip to boost your local SEO is to submit guest posts on local websites. This will expose your business and offerings, and earn you valuable backlinks. Backlinks are ranking factors.

You should also make use of relevant local keywords. An SEO expert can help you determine the right keywords that will attract local searchers.

Produce content relevant to your local audience. One of the most popular blog posts is how-to’s or “Top 10” lists related to a certain industry. Adding high-quality photos can also help.

A viral post can only come once in a lifetime. Instead of aspiring for something that will be shared everywhere, work for content that will place you on top of search engines and attract real customers within your region of operation. Maximize local SEO. Create useful and appealing content. Reach out to people who will bring value to your business.

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

View all posts

Leave a Reply

Your email address will not be published. Required fields are marked *

Related

SEO

Avoid these 5 Mistakes before Starting an SEO

SEO is defined as the strategies used to increase the traffic to the website by obtaining high-ranking in the Search engine results page. In order to start a successful SEO campaign, the person should clearly know what is he up to and from where should he begin. Here are some common mistakes made before SEO campaign which the beginners should avoid: Ignoring the On-page SEO Audit: On-page SEO involves many factors such as Keyword, Meta Descriptions, and Title Tags. These factors are used to inform the search engine that what is the content about. If the SEO person ignores the inspection of any of these factors, the website will fail to attain a high rank. Before starting the SEO strategy, the person should carefully examine the On-page factors given below: Keywords: Relevant Keywords hold a vital role in SEO strategy. Overstuffing of Keywords happens due to lack of proper research. Instead of overstuffing, the beginners can make use of keywords with medium competition and long-tail keywords. Meta Descriptions: Many beginners tend to ignore the power of Meta descriptions in website ranking. The Meta description should be correctly optimized and of the correct length (not more than 155 characters) in order to attain the maximum rank. Title Tags: Writing lengthy titles is another mistake which is frequently made by beginners. The title tag should not be more than 70 characters. The title tag is only shown up to 70 characters in the search engine and the excess ones are hidden. The too-long title tags create a bad impact on the CTR SERP which inevitably decreases the click rates. Read More: SEO For Dummies Not Examining the Content: It’s another big mistake made by beginners. The beginners should audit the already present content through Google Analytics or Webmaster tools to identify the organic pages which are receiving high traffic. Moreover, the audience looks forward to fresh and high-caliber content each day. If the person publishes the content once in a month with poor quality, he will eventually lose the trust of his fans. Apart from publishing the quality content, the content must be relevant to the product and the targeted audience to naturally attract them. Doing SEO on the own: Many marketing professionals believe that they can manage SEO on their own. But in reality, SEO is a full-time job which requires the advanced knowledge of changing algorithm, current trends, and successful strategies. The SEO professional is on the top of trends and is quite aware of how to deal with possible consequences. If the website owner doesn’t have enough time to monitor the website then he should look forward to hiring an expert service such as SEO service. Not Using the Google Analytics for Audit: Google Analytics is a free way to examine the results of the website. Before starting SEO strategy, an individual need to analyze the traffic received by his website and its source. It is an imperative step because it tells the significant and simple adjustments which can lead to increased traffic.  But unfortunately, many beginners don’t pay attention to Google Analytics. Neglecting the Link Profile Audit: If an individual is planning to do SEO, he first needs to consider the link profiles by performing the audit. Many of the beginners fail to do so. It basically involves the review of all the inbound links which are pointing to the website. If a low-quality link is identified from a website then it immediately has to be removed by contacting the website’s owner. Everyone makes mistakes. But instead of repeating them, the person should strive to learn from them. Moreover, if an individual residing in Pakistan is uncertain about giving the proper attention to SEO strategy, he must look forward to an SEO service in Pakistan. Read also: Discovering A New Promotion Position For Your Ex-Panding Search Engine Marketing Business Methods Of Optimizing Local SEO That Is Essential For Small Business The Importance Of SEO Based Digital Marketing Services

READ MOREDetails
Local SEO In Australia

Local SEO In Australia: How Much Does It Cost?

While we would love to give you a price list for local SEO services, it would be an impossible task, mainly due to the many variables that digital marketing involves, yet we can give you information about what local SEO consists of. Tailored Solution: SEO services are tailored to suit the client’s business and much like quoting for a kitchen renovation, the price depends on the scope of the project, which would be unique. The cost of an SEO campaign would depend on two things - the amount of work involved and the desired outcomes. While any reputable SEO agency would not be able to tell the customer the exact cost of their services in advance, they would be able to give you a ball-park figure. When a business owner is looking for local SEO services in Australia or in their country, it is important to use an SEO agency that is proven in the field and has extensive experience working with localized businesses. Factors That Determine The Cost Of Local SEO There are a lot of variables with digital marketing, which include the following: The number of products or services offered. The number of retail outlets involved. The level of competition within the industry. The current state of the company’s online profile. When a potential client makes contact with an SEO agency, the provider will carry out a professional digital audit to determine all of the above and some more. Cost Estimates: We totally understand that anyone reading this will want to have some numbers to consider, so we can broadly say that a local SEO campaign could range from $750-$5,000 per month, depending on the intensity of the campaign. That’s the great thing about SEO, the client can decide on a budget and the agency will work to that, which is how most customers first get onboard. Once you see the outcome, you will wish to continue with the investment, that’s how SEO works; it is a performance-based industry. Localization: If, for example, a plumbing business covers a 50-mile radius, this would cost less than a company that offers its services across the state, as the SEO team would have to work on multiple zones to achieve the desired outcome. At the upper end of the price scale would be a national company with a few hundred depots scattered across Australia, which would have many different websites that need to be optimized. Local Keywords: If your business is located in a Sydney suburb, for example, the suburb name and company location would figure highly when potential customers search for a service using Google, and the SEO team focuses on attracting local consumers. A lot of keyword research is necessary for good search engine optimization, after all, you need to know the terms being used by the consumer if you want to boost your rankings. For a beginner’s guide to SEO, the internet has a wealth of resources you will find useful. Return On Investment: When talking about digital marketing, it is all about ROI - the return you get from the cost of the campaign - and when you deal with the best SEO agency, you can be sure of a healthy return. All it takes to hook up with a leading Sydney SEO agency is a Google search and let the professionals turn your business around. Read Also: What You Need to Know When Outsourcing SEO 8 Reasons Your SEO Campaigns Aren’t Showing the Desired Results Best Monthly SEO package for 2020

READ MOREDetails
SEO Tools

SEO For Beginners – Which SEO Tools Are Most Recommended by Experts For SURE SUCCESS! 

Without a doubt, this year brought its fair share of challenges and left businesses in an interesting spot. The rise of the pandemic caused unfortunate situations, but business owners still learned valuable lessons. It wasn’t easy, but there’s a silver lining.   The year 2024 offers a clear path forward for marketing, mainly through search engine optimization (SEO). Especially when we are already recovering from the current Google March Update.  More people now rely on the online space for both luxuries and necessities.   As businesses fully transition online, they must address online reputation management (ORM) quickly. Quality agencies like Phoenix SEO have already given many companies a head start in 2024.   For those wanting a strong start this year, using top SEO tools is essential. It’s crucial to master these tools because they’ll help future-proof any business. Here are some of the best SEO tools for 2024. Leveraging Content Marketing with Copyscape Content marketing became a priority last year, leading companies to create informative articles and blogs for their websites. However, the risk of accidental plagiarism is always present.   That’s why savvy companies use Copyscape, a powerful SEO tool that ensures content originality.   Given the volume of articles businesses produce, every piece must be informative and, more importantly, unique. Copyscape eliminates plagiarism concerns. General Quality Control with Serpstat While specialized SEO tools are essential, it’s also smart to have a tool that provides overall quality control.   Many programs handle specific tasks, but Serpstat offers comprehensive website and SEO functions. One of its most useful features is the “missing keywords” function, which tracks competitors’ top keywords.   This all-in-one tool is particularly beneficial for business owners unfamiliar with multiple SEO tools. Serpstat simplifies the learning process and offers a strong foundation for SEO marketing.  Creative Strategies with SEMRush Content marketing is effective, but there are other ways to build a solid SEO foundation.   SEMRush offers numerous options, including pay-per-click (PPC) advertising, where advertisers pay a small fee per click. PPC campaigns also provide valuable data that businesses can use to refine marketing strategies.   SEMRush is user-friendly and favored by many professionals. Its versatility makes it a top choice for digital marketing. Keyword Efficiency with Keyword Density Checker A startup can thrive using effective marketing strategies. However, focusing on keywords can backfire if companies overstuff content. This mistake makes content unreadable.   The Keyword Density Checker ensures that content includes the right keywords without overwhelming it. This tool is an excellent addition to a company’s SEO toolbox. Decoding Marketing Data with WooRank Using relevant keywords is key to improving search engine rankings. However, determining which keywords are most effective can be confusing.   WooRank helps by analyzing data and providing insights on keyword relevance. This tool is especially helpful for businesses still mastering SEO strategies.  Agencies like Phoenix SEO guide business owners through marketing solutions and online reputation management. By using the right tools and strategies, companies can confidently navigate 2024 and beyond. Post March 2024 -What to Do! The March 2024 Google update really shook things up in the digital world. If you were operating based on an old SEO strategy, things are going to have to change fast.   It’s no longer business as usual when it comes to SEO for Google. In fact, right now, most businesses don’t have a clue about what kind of tools they can use to thrive in the new post-update environment.   Using Artificial Intelligence One major way things changed is that Google will be even more reliant on artificial intelligence (AI) than ever before for search rankings.   So that means if you’re not using AI-generated content or AI-enhanced optimization tools with your site pages and authority links, you cannot expect to rank.   Not anything is going forward when it comes to meeting Google’s augmented E-E-A-T criteria — Expertise, Experience, Authoritativeness, and Trustworthiness.  This is why getting the right help from AI is very important.  SurferSEO Tools such as SurferSEO or Clearscope have improved with AI over the update-ridden years but now have new enhancements themselves.   These machine-powered editors aim not only to give less focus on the page keywords but also to focus on semantic relevance.  Yes, these are actual words within websites that rank above assumed “KW density.”   This tool also has on-user-intent modifiers, which drive traffic higher through index-based publication schemes.  Think about User Experience  But content alone won’t get you to the top. With user experience as a bigger ranking factor, you must take care of your website's performance, too.   UX testing and improvement tools like PageSpeed Insights, GTmetrix, or Hotjar can become game changers.   They will help loading speed to mobile usability. This is because Google now analyses how users are using your website, so definitely don’t forget about this “little” thing.  Semantic SEO Tools And while we’re on the topic of user intent and context, semantic SEO tools were never more important than they are today.   Thanks to Google’s AI ability - it is now better at understanding relations between entities, topics, and user queries.   Tools such as MarketMuse or InLinks revolve around optimizing your article for entity-based search & natural language processing (NLP).   They both help you craft articles that go beyond keywords but rather focus on depth and context. Therefore, there are two things that Google values even more right now.  Competitor Analysis  Let’s not forget about competitor analysis. The update changed how rankings work across competitive industries.   That’s where competitor analysis tools like SEMRush and Ahrefs are getting smarter post-update.  They’ve been tweaked to reveal what is working for your competitors.   So, you can keep track of them, make changes faster than light, and get back into the rankings.  SEO Is Everchanging! SEO is an ever-changing dynamic field. This means you need to explore, change, and upgrade SEO strategies sometimes.  From 2020 to 2024, the change has indeed been quite the roller coaster.  So, how do you stay ahead after the March 2024 update?   Start by evolving with these new SEO changes. While the world of SEO may be complicated, there are tools that can help simplify things, and other marketers may not tell you about it for fear of competition.  Read Also: 3 Major SEO Predictions for 2020 Improve Your Local SEO via Content Marketing The Importance of SEO Based Digital Marketing Services Best SEO Practices Melbourne Businesses Should Follow

READ MOREDetails