One of the greatest things about the internet is that even the smallest businesses can have worldwide exposure just by putting up a website. Yet we also know that’s not the purpose of most small businesses. They are geo-targeted by nature, think locally, market locally.
That may seem counterintuitive for most small businesses, but the internet is the best place to find a local audience. Studies show that 97 percent of people learn more about a local company online than anywhere else. Considering that 46 percent of all Google searches are looking for local information, we think digital marketing is a pretty good place to start as you build up your web presence.
If you’ve been online for a while yet are wondering how to drum up more business, you might be missing out on all the benefits of a solid local SEO strategy. It starts with defining your local audience. It’s about crafting a carefully constructed geo-targeted website that does well in search engines.
If you’re there, your prospects will find you. The trouble is that many small businesses simply don’t understand what it takes to make a geo-targeted website a reality. Or how to ensure it gets seen.
We do. This is what we recommend.
What Is a Geo-Targeted Website?
Geo-targeting refers to delivering content or advertisements to users based on their geography. Using geo-targeting, businesses and marketers tailor their messages, products, services, and promotional efforts to very specific audiences. It can be based on regions, cities, or even neighborhoods.
A geo-targeted website takes it one step further. It’s about crafting a web presence that provides specific information for an intended audience. It’s about getting the right content to land in the right geographic location at the right time. It is easier to resonate with prospective customers if you meet them where they’re at.
Geo-targeting allows you to do just that. Local businesses are often attuned to a location’s cultural experiences. You can speak to the tiny nuances and get detailed about what’s happening in the community. If you’re a plumber in Hillsboro, Oregon, marketing to residents in Hillsboro, Texas, won’t do you much good.
The Value of Location-Based Content
There are billions of people in this world. Only some are your prospects and customers. By utilizing location-based content, you create personalized, relevant, and engaging experiences for the users you reach out to. The advantages of focusing this way are many.
It Enhances User Engagement
Users are more likely to interact with content that addresses their local needs, preferences, or concerns. It’s relevant to their lifestyle, so they’re more likely to take action.
It Improves Conversion Rates
Geo-targeted content speaks directly to a user’s environment or circumstance, making them more likely to say “yes” to your calls to action.
It Improves Local SEO Performance
Have you had trouble ranking well in the past for certain SEO keywords? Adding geo-targeted keywords to your phrases can boost your rankings immediately. Compare “plumber” to “Hillsboro Oregon plumber.” Which gives you a better shot at connecting with a prospect likely to convert into a customer?
It Increases Competitive Advantage
Instead of competing with SEO rankings worldwide, it shrinks your market space to your geographical region. Suddenly, you can penetrate your local market more easily. Plus, you’ll have a competitive edge over others in the area who aren’t focusing on geo-targeting. Learn this effectively, and you’ll be able to take advantage of all kinds of local changes, including new regulations, local events, and even changes in the season.
Key Local Content Guidelines to Continually Use
Are you sold on using local content to enhance your website and geo-targeting strategy? Chances are you’re already putting one step into action—create content. Now it’s a matter of tweaking it to give it more power in local search.
Start With Relevant Content and Contact Information
Geo-targeted pages become more useful in your local SEO strategy when you include information specific to your niche area. Add features that are unique to your geographical location. Click-for-directions buttons work well, especially on mobile pages where you’re looking for faster results.
You can include local content specific to your geography and your local culture. Ideas can include:
- References to nearby cities or locations
- Unique addresses
- Local resources
- Recognizable photos and images
- References to local landmarks and culture
- Directions
- Parking information
- Testimonials with links to other local businesses
This also builds trust and connection with your local customer base. The more they recognize, the more it enhances your reputation and standing within the community.
Optimizing Page Titles, Meta Tags, and Headers
Utilizing SEO strategies at the local level gives you more bang for your buck. Geo-targeted keywords play a crucial role in optimizing every page you create, including optimizing features such as page titles, meta tags, and headers.
Start with H1 and H2 headers to include relevant local services and locations to improve both user relevance and your overall search rankings. Long-tail keywords give you an added SEO boost to help ensure your content resides prominently in local search engine result pages relevant to your products, goods, or services.
Keep Your Content Conversational
As Google continues to upgrade its algorithms, it does so to make every rank more user-friendly and relevant to all who search. Google doesn’t want you to spam the system; it wants conversational content that users can relate to.
On a local level, you can keep it conversational by including local events and happenings. Write content that speaks to what locals are experiencing—talk about the weather, specials in your community, or announcements within your given area. Speak within your content like you would speak to someone on the phone or as you meet in person. That’s how you become relevant and helpful.
Here’s Your Starting Point
Mastering geo-targeted local content for your web pages is a powerful strategy for your business to use to enhance your online presence and approach a more local, niche audience. It starts with understanding your local key terms and continues by developing relevant geo-targeted content.
With this knowledge, you’ll have what it takes to create high-performing content that drives local traffic, boosts conversions, and enhances your online presence. Want better visibility in the search engines? This is where to start.
Need help? The details can seem a bit overwhelming as you implement this strategy. We do it regularly for our clients, and we can help you get started.
