In the past, local marketing was easy. You paid for a listing in the Yellow Pages, printed flyers, and possibly placed an ad in the local newspaper. People were aware of who you were and where you were.
Then came web marketing and everything changed. At first, the advice was to focus on general keywords. However, Google and other search engines' algorithms have evolved over time. They now prioritize local search above all else.
Why does that matter? In short,
The Fundamentals of Local Marketing
I've already written a lot about local marketing, but I think it's important to include a short summary of how to optimize your website and content for local search. Keep these things in mind:
Following these tips will help you get started, but you'll still need to create compelling local content to attract customers.
Local Content Creation Tips
Once your site has been optimized for local searches, you should concentrate on creating local content. This entails more than simply incorporating local keywords into general content. You'll need to demonstrate to site visitors that you're a part of a local community.
Here are a few suggestions to get you started.
However, local charity events and holiday celebrations allow you to talk about your community and why you love it.
Staying connected to your community online is a great way to get ideas for local content. You could like your local Chamber of Commerce on Facebook, subscribe to your local newspaper, and go to the library to see what new flyers have been posted on the bulletin board.
What is your content's intent?
When creating local content, one of the most important things to remember is that every blog post or social media update you write should have a clear intention that is related to your business.
What exactly do I mean? Simply put, you can't waste time blogging about something if you don't know why you're writing about it. Sometimes the intention is obvious. You own a hardware store, and blogging about winter snowfall predictions might help you sell some shovels and snowblowers, or at the very least some Ice Melt.
At times, however, the intention may be a little more difficult to pin down. There's nothing wrong with that, but don't skip this step. If you're inventive enough, you should be able to connect any piece of content you create to your company.
For example, suppose you want to blog about a local charity event but can't think of an organic way to connect it to your business. Instead of giving up, consider donating a portion of your sales to charity or organizing a fundraising event with other local business owners.
The key is to make your local content relevant to your company and its target audience. You can still share general content, but if you want your business to grow, you must share local content.
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