For business owners who want to succeed at inbound marketing, geo-targeted content is a must. What is geo-targeted content? It’s content that’s written with a specific geographical area in mind. A blog titled “Best Places to Jog in Chicago” would be an example. A blog titled “5 Habits You Need to Break Today” would not. To help you make your content more geo-specific, check out some of the tips we’ve curated from HubSpot’s wonderful blog.
Write Around Your Industry, Not Just About It
Your product or service doesn’t exist in a vacuum, and the people who visit your site will most likely have a question about some other topic related to your business. You can answer that question for them by writing not just about your industry, but also around it—i.e. write about the industries that relate to it. This will do a couple of things: show visitors that you really know your industry and help you form a good relationship with other local companies in your town. And you never know; they may return the favor and send business your way, too.
Think like a Searcher
People searching for a certain item in a certain area won’t use one certain long-tail keyword. Think of all terms that a searcher might use to find a product in your region. This can be as specific as the neighborhood where your company’s located, and as general as the city or state where it’s located. If someone is searching for organic groceries in New York City, for example, a searcher may use the terms “New York,” “New York City,” or “Brooklyn.”
Have All Your On-Page SEO Elements Covered
For your geo-targeted content to succeed, you must include the relevant keywords in five key spots: the page title, the header, the page content, the URL, and image ALT text. Don’t be afraid to tweak the keyword when including it in your content. For example, if your keyword is “pet stores in Omaha, Nebraska,” you may write an article titled “The Best Pet Stores in Omaha, Nebraska.” When you write the first paragraph, you don’t have to include that phrase, word for word. You can change the plural “pet stores” to “pet store” and mention Omaha somewhere before or after; from all of these elements, Google will know what your content covers.
Rank by Blogging Consistently
If you want to dominate the keyword for your region, you can do that by showing Google that you own that topic. And to do that, you need to blog. The more blogs you write, the more of your pages Google will index. The more of your pages Google indexes, the deeper the footprint you leave on the Internet. And the deeper the footprint you leave on the Internet…you get what I’m trying to say. The point is that customers will be much more likely to find you if you claim your Internet territory. You do that through blogging.
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Write About the News
Pay attention to the goings-on of your community. If an event relating to your business happens, then you can analyze the event, using your expertise. If nothing immediately relevant seems to be broadcast in the news, think about the big picture: How does an event affect your business? For example, if you run a grocery delivery service, how will a new Wal-Mart opening across town affect your business, if at all? What does that say about the industry in your town, and how can you connect that message to your business?
Write for Outsiders Coming In
Blogs that you write around your industry will definitely be helpful for your local audience. Don’t think of your blog as a magnet for only locals, though. Non-locals can also benefit from your geo-targeted content. Think about what questions an outsider coming into town would have, and brainstorm ways you can answer those questions. For example, if you’re a moving business in a college town, and the beginning of the new school year is approaching, you may blog about different resources in the college neighborhoods, such as nearby grocery stores, restaurants, and other attractions. Or, you may provide moving tips for students who are moving into nearby apartments.
If done correctly, geo-targeted content will help you earn a coveted high spot on the SERPs. Writing geo-targeted content is essentially a three-step process: Think. Commit. Write. Make a commitment to blogging consistently, so that Google can’t help but notice you. Before you even sit down to write, though, you’ll have to do some brainstorming. Think about the ways your business fits into the framework of your city. How does your business connect with others? What topics can you write about, based on that connection? When you have the answers to these questions, you’ll be well on your way to writing content that will get your business noticed.