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28 Mar 2011

Creating Local Onsite Content Never More Important

March 28, 2011Local Search

Creating Local Content

With the recent Google Panda Update, creating quality onsite content has become essential. So, how does this apply to local search marketing? It does in a very big way!

Geospecific onsite content has always been highlighted as a key factor for ranking in the local search results. Wrapping your head around all of the factors that can influence your local rankings can be difficult. Recently, Mike Blumenthal released a handy Web Equity: Owning Your Local Presence infographic that highlights all of the factors quite nicely!

If a business has various locations, it is ideal to have a separate area on the company website with information pertaining to that location. The key information is the address and phone number but it shouldn’t stop there. Just as you provide information about your products and services, provide information about your location and the community. This offers a platform to engage customers that are close by and most likely to come to your business.

It also provides a likely opportunity for links, depending on the type of business. For a restaurant, for example, specials, happy hour information, optimized images and videos of recent events are all great examples of rich, valuable content that not only provides a better experience for your customers but the search engines will eat it up.

Additionally, here are more examples of the types of pages that can help the search engines as well as your visitors understand your business location:

  • Directions: Ideal for almost any business, providing directions to your location from various nearby cities is a great way to generate some optimized content and customers will surely appreciate it!
  • Community Info: Providing information about the surrounding community is a great way to show that you’re involved in the community and care about your neighbors.
  • Tourist Attractions: Especially for hotels, listing some nearby attractions, restaurants and things to do in the area can be a deciding factor for a visitor deciding where to stay.
  • Resources for Homebuyers: Some of the key things a prospective homebuyer is looking for are nearby facilities and resources such as schools, grocery stores, and banks. Housing developers should definitely provide all of this information on the site to make it easy for a prospect to decide if it”s the right neighborhood for them.

Another key factor to ranking in Google Places is reviews. Featuring customer reviews and testimonials on your site provides valuable content to your visitors. You might also link to your local listings sites like Yelp to encourage your customers to visit those sites and leave a review. And, whether good or bad, be sure to respond to these reviews. Show your customers you’re listening!

For more information about localized content and local search marketing, check out my new book, Local Search Marketing for Business: A How-To-Guide. In this eBook, I share my experiences and showcase recommendations for local search marketing and optimization. This book serves as a jumping off point, a systematic plan to get started, covering the latest and greatest tools and sites for total local coverage!