While content is a foundational aspect of any SEO plan, it can be overwhelming for a local business to produce. An HVAC company, hardware store, or real estate agent may not have the time, budget or capacity to roll out an exhaustive content marketing program that a B2B SaaS startup would implement to gain market share. To heed the advice of creating content, many local businesses default to blogging. Yet the results are usually underwhelming: a few 300-word articles that are read by a total of three people. Local content: More than blog postsLocal content can be product or service pages, case studies, client testimonials, and other content pieces that:
Local content doesn’t even need to be written content. The rise of iPhones, GoPros, and user-friendly editing tools means local content can include images, videos, podcasts or stories on your website. The most important part is that you are creating content that helps you build authority and trust with your potential customers. Dig deeper: How to use location-specific authority content for SEO Below are the different types of content a local business should invest in. 1. ‘About’ contentThe old adage is true: “People do business with other people, not businesses.” That is especially true with local businesses. Customers often seek out local products or services because they can get to know the sales staff, management, and owners. A priority for any local website should include presenting your business authentically and helping your potential customers know, like, and trust you. Use your website to introduce:
Your company’s story is unique and helps set you apart from the rest of the competition. Make sure it is front and center on your website. Here are some types of content you can create to introduce your company’s story: ‘About us’ page
Company beliefs
Company history
Community impact
Our team
Careers page
2. Products and servicesPotential customers searching for a specific product or service will start at Google; your goal is to get your product or service page to appear in their search results. One of the most common mistakes I see local service businesses make is that they have a single page listing all their services. For instance, an exterior remodeling company only has a single service page with a paragraph – or, even worse, a bulleted list – mentioning that they install roofing, siding, windows, doors, and decks. At a minimum, you must have dedicated pages for every service you offer. Going deeper and having specific pages for sub-services would be even better. So you don’t just want a roofing page – you want pages on roof repair, roof replacement, hail damage, and even pages for each type of roofing material. Here are some additional types of content you can create for your products or services: Local angle
Your expertise
Brands
3. ProofAny business can make claims on their website: “We are the best…” “We are the most affordable…” “We are the most responsive…” But what separates great local websites is how they make a claim and back it up using social proof. Social proof is a psychological principle in which you help people take action based on the actions of others. In practice, social proof shows that others have purchased from you and are satisfied with the results. There are plenty of ways to highlight social proof on your website: Testimonials
Case studies
External recognition
4. Your differenceWhy should someone choose your business? In a world of sameness, what makes your company different? Your website should clarify who you are, what you do, who you serve, and what makes you different. Here are some ways to introduce the difference in your website's content: Process
Comparison against competitors
Comparison against other products or services
5. PricingPricing is one of the touchiest areas in local content – especially for service businesses. I get it. There are legitimate reasons why you don't want pricing on your website. But your potential customers are looking for it. Who do you want to control the pricing discussion and help them justify their budget – you or your crosstown competitor? While you may not be able to give exact pricing on your website, there are still plenty of ways to broadly discuss pricing. This will help set proper expectations and even better pre-qualify prospects, often resulting in improved lead quality. Here are some ideas on how you can create content on pricing your services: Give a price range
Price breakdown
Additional fees
Why businesses charge more or less
Local content: Presenting your business to your customersCreating local content is not about creating thousands of spammy content pages to hack your way to the top of search results. Nor is it thin blog posts that don't get read by anyone. This guide has plenty of content ideas to fuel your local content strategy and help you best present your company to Google and your potential customers. Dig deeper: Local SEO in 2023: 5 simple ways to dominate local search The post How to create local content that builds trust and drives sales appeared first on Search Engine Land. via Search Engine Land https://ift.tt/NLRzhCH
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