A complete guide to local SEO content on and off the page

When you think of local SEO, do you think of content?

Maybe not.

I’ll admit it’s not always the first thing that comes to my mind.

But here’s the thing – the content directly affects your local SEO, and ignoring that is a huge mistake.

Yes, we may have text fields and limited places where we can enter content.

Hear me out, though. There is more than you think.

Key Differences in Local and Organic SEO Content Strategies

You may be familiar with what content Google likes to see on a website and how to optimize it to appear higher on search engine results pages.

But what about local content?

How is that different?

Here’s the thing, the content strategies for local SEO and broader organic SEO aren’t actually that different.

No matter what, quality media content should always be the priority.

The main difference between local SEO content and organic SEO content lies in the intent of the user.

For local SEO, the user’s intent is to find goods or services near them, so they include a location pointer in the search query.

For example, you can search for [Kansas City hair salon]And [hair salon in Kansas City]or [hair salon near me].

The location indicator tells Google to prioritize, while showing the user results in their area.

This has been the case for a long time as Google wanted to offer more local SERP features (such as map results) to searches that recognized local intent.

So when you write for local SEO, create content that highlights your site.


Before you start writing content for your site, you should take a minute and think about your end game.

Ask yourself what goals you want to achieve.

And how can your content and messages help you achieve your goals?

For example, let’s say you want to improve your local SEO so that more people visit your physical storefront to ultimately increase sales and revenue.

This is a great goal.

Good local SEO can help you achieve this, but creating a Google My Business listing is not enough.

Prioritize creating high-quality content that highlights both what you have to offer and your site.

Local Content Audit

If you haven’t done so already, now is the time to do a local content audit.

When conducting a content audit, ask yourself what your ideal local customer is looking for.

Are they looking for what is available in their target area?

Read reviews?

Looking to visit the site now?

Are you looking for a provider to come to them or to deliver a product?

Knowing this information helps you determine if there are gaps in your content that you can fill to help rank better in local searches.

Another important part of local content auditing is competitor research.

Check your competitors’ websites to gather information about the keywords they are targeting and the content structure to get their local customers or clients to convert.

Once you know who you’re targeting and what they’re looking for, you’re in a good position to start writing.

Now, let’s dive into specific content strategies that you can use to improve your local SEO.

On-page SEO content

Here’s some good news, if you have a well-optimized website that includes quality content, you don’t need to change much to optimize it for local searches.

Just a few tweaks here and there.

One of the most important things you can do to improve your local SEO is to put your title in the footer.

If you have less than ten sites, I recommend putting them all in the footer.

Additionally, it is important to create custom landing pages for each site you serve.

Each of these pages must contain original content specific to the region/location.

Don’t simply copy and paste information from one page to another, even if you do the same on all your sites.

This could be duplicate content, which could hurt your SEO.

General reminders for creating a good page:

  • Write informative and engaging content that describes the products or services you offer.
  • Optimize your page organically to get the right geo-selected keywords (no keyword elements).
  • Add images or graphs and improve alt text.
  • Make sure your page is optimized for voice and mobile searches.
  • Use the specified local encoding scheme.
  • Update the content from time to time to keep it current and relevant.


Blogging is a powerful tool for providing your clients with useful information and preparing you as an expert in your field.

Simply put, in Google’s eyes, it has the potential to increase your experience, authority, and trust (EAT).

But beyond that, blogging is a great way to highlight your site(s) and boost your local SEO.

First and most importantly, it provides Google with fresh content that repeats where you are.

It also helps you target annoying local keywords like “wine bar near me” that can be difficult to rank for.

Additionally, blogging allows you to get backlinks from other local businesses.

It provides an opportunity for people to comment on or share your article, two things that improve local SEO.

But I’d be remiss if I didn’t remind you that one of the most important things you can do with a blog is share it – on social media and on any local listings that allow it.

Get comments, get likes, and drive local traffic to your articles.

Off-page local SEO content

Google Business

Your Google Business Profile is the first and most visible off-page site for local SEO content.

Adding content to your Google Business profile is important when working on local SEO.

You can do this in many ways, but the top priority should be to improve your profile by including as much relevant information as possible.

You can add a description of your business, your opening hours, your product information, and your services. For example, a menu and photos of a restaurant.

When optimizing your business profile on Google, make sure all the information you provide is correct.

If anything changes, like your working hours, update your profile accordingly.

Other valuable things you can do include posting photos, current blog articles, relevant specials, and updated policies and procedures in your feed.

This informs Google that you are an active promoter because you are providing users with valuable information.

Ultimately, well-optimized Google business profiles receive more clicks and requests for directions.

An essential part of building a good local SEO strategy is collecting reviews and responding to them promptly.

In terms of content, reviews on user-generated content carry a lot of weight.

A note on the map package…

It is important to make your business stand out on the map package.

It allows users to see your list first before scrolling through the SERPs.

Some of the content-related strategies that can help you get one of the desired places in the map package:

  • Claim and improve your Business Profile on Google.
  • Write highly local content.
  • Customize landing pages for your different sites.
  • Use the coding scheme.
  • Collect and respond to reviews.
  • Optimize your site for voice and mobile search.

Other listing services

When it comes to SEO, Google is definitely the main player.

Therefore, it is not surprising that the main thing associated with local SEO is Google Business.

But, we shouldn’t lose sight of other local listing services like Bing Local, Yelp, Thumbtack, Yellowpages.com, Foursquare and more – depending on our industry and focus.

Posting content and other updates gives your website a citation and boosts local credibility.

If you use these sites, don’t forget to give them some attention every now and then and be sure to respond to any reviews you’ve gotten – even if you use data collection services to submit data to third-party directories.

Your online reputation is important to Google and should not be forgotten.

Social media

I’m sure you already know, social media helps SEO.

So having a business listing on Facebook and Instagram is important.

It increases your audience, so your article gets more views.

And more views means more opportunities for backlinks.

In the end, having a strong social media presence and posting useful content on your social feed affects your eating and makes you appear more credible in the eyes of Google.

last thoughts

Good content is an essential part of a good SEO strategy.

In terms of local SEO, good content with location indicators push Google to rank you higher in local search results and map package.

Simply creating high-quality content for your site is not always enough. You should also share it with your Google Business profile, other local listing sites, and your social media feeds to drive traffic and show your expertise and trustworthiness.

For more tips on content marketing, see SEJ’s Complete Guide to Content Marketing.

For more tips on local SEO, grab your free copy of SEJ’s Local SEO eBook.

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Featured Image: GaudiLab / Shutterstock

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