Perfecting the balance between great content and local relevance is a difficult task. Even marketing professionals sometimes struggle to find the right mix. However, the goal is to make sure that you are creating content that appeals to the broad market, while making it particularly applicable to the people in your immediate surroundings.
Knowing Your Audience
The first step in creating value for your customers with great content is knowing who they are. If you don’t know who your customers are, you can’t know what will be most important to them. Your content has to appeal to them demographically in order to capture their attention. This is typically done by creating buyer personas as a part of your content strategy.
Knowing the Trends
The next step in onsite content creation is knowing what is trending in your industry. This means taking a broad view of big events and major changes. They may not all be applicable to your immediate audience, but if you stay up to date you will be the first to announce the ones that do matter. The idea is to look at the big picture and pick out the things that are most important for your audience to know.
Now that you know your audience and you know what’s going on in the world, it’s time to make it count. By placing trends and events in the context of your region or city, you create content for local SEO. Usually this is done by naming your city or area specifically so that people can search for the keyword along with your location. You even can look at statistics to see which terms are most searched in relation to your city so you can get a heads up on what your area is already searching for.
Creating great geo-specific content and a solid local SEO strategy is really a three-step process. You must know your target audience and your industry well first. Then you can take that information and put it on the map so your audience can find you. As you develop your content strategy you will continue to track trends and update your content to reflect the topics that are most relevant to the customers in your area.
V Digital Services can help you build a winning content strategy today with meaningful geo-specific content and a complete local SEO strategy. Contact us today to learn more about how local SEO can enhance your conversion rate optimization efforts!