Copywriter: Matt Roberts, Group Account Director, YouCom Direct
Every street is local to the people that live there. Focusing online content on local keywords generates more search results with Google’s algorithm favouring localised sites. This approach is required on each site that lists your store. Online directories are effectively duplicates of your own store pages. But, vary the content and these won’t be seen as duplicate pages, instead search engines will categorise them as ‘additional pages’ (new content). This means more search results for your brand on page one of a Google search and less of your competitors. Inserting local keywords into your store page’s title / meta description tags is the first step toward local ranking.
Your localised content should focus on long-tail keywords to delineate your site. Long-tail keywords will help the store page rank higher than a generic keyword which have much more competition. ‘Storage Greenwich’ may describe your service and local area, but ‘Best storage company in Greenwich’ will have less competitor noise and be more likely to reach your sales market. Don’t forget the meta description tag is truncated in search results if too long, so for geographic keywords it is better to insert them as near the beginning of the tag as possible.
The Itsukushima Shrine (also known as the floating torii gate) is one of the most famous landmarks in Japan (shown above). Localised content that can be displayed on your store pages and your online directory listing pages alike should contain information relevant to the local area. Detailing nearby local landmarks is perfect for this goal. But content marketing management is (relatively) easy once you get going / have experience. For instance, have you considered adding testimonials from local businesses you’ve served? Suppliers or SME customers are often very willing to provide a testimonial and that is like gold to Google searching for local content in a search results page.
Before producing localised content for your store area, identify your target audience. Ask your store managers to interview customers face-to-face. Those interviews themselves can provide additional local content for that store. Google’s Keyword Planner is a great tool to measure search volumes for the keywords that were identified out of that customer research. If you’re lucky enough to have people willing to link back to your store page either via their personal blog or review, make sure you have content that is worth shouting about to give them reason to do so. Some tool that represents an advantage over your competitors or at least appears new to customers will do that job.
Such a tool for localised content could be a virtual tour where blog writers or reviewers can discuss your industry in general and then give an example of how people can now walk around a store to answer their questions without even visiting. Such a tool is newsworthy and worth writing about, relevant to both the readers and to Google.
Becoming active in your local town or village will also generate ideas for localised content, so you can be authentic in your writing (no one else will have that content and the same keyword search terms that you know your customers will use to find your service, will be ranked higher within that content due to its originality).
Hosting local events is one such example of being active in your local community. If your store has a lot of space that will lend itself to the activity nicely. If the local event is charity related you will also generate natural, original, localised content for your store page. Attending local events or sponsoring local events are other ways to cultivate your community inclusion. Now we know we are creating local content to rank better in a search engine. But don’t forget, the main idea should also be to position your brand in the local community. For that reason, it is essential to publish strategic content on different media channels.
Social media should be your main channel highlighting your community activity and linking back to your store pages that display it. But good high-ranking local landing pages will add to this and accelerate the results of your hard work providing excellent localised content. YouCom Direct have a strong partnership with a local landing page company to achieve just that for our clients and priced on performance (so the only cost being when customers click through to your store page from the localised landing page or make a call to your store).
Local search marketing works best when utilising store page assets such as your own local research and statistics. For example, you have customers, right? So, you record sales history. From this you can glean sales patterns, data trends. You are sitting on your own gold mine of data. So, analyse this (or give it to an agency to do it for you) and put the resulting statistics on your store page (localised content derives from such data). By doing this you are creating the opportunity for bloggers and local media outlets to reference these statistics and create new backlinks for you naturally.
As a specialist agency in directory advertising, contact us for more information on building localised content, circulating localised content via online directory networks, connecting to high page authority bloggers for natural link building and for social media marketing that gains 1,000 new followers a month (see our own Twitter). All of our services are paid by performance with a cost per customer lead or cost per click (i.e. pay-by-results performance marketing). So, you only have to supply an advertising budget when we perform.
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YouCom Direct News Article, Jan 2019, London, ‘Localised Content’.