As SEOs, we know having the right content, in the right place, at the right time, can work to elevate search positioning and increase a local business’s conversions.
After all, getting in front of your customers when, where and how they want to interact with your brand is a leading concept behind inbound marketing. Simply put, if you’re not getting in front of your audience when your audience is trying to find you, you are in trouble — especially on a local level, where multiple competitors compete within close proximity.
The idea that content is key to increasing local search visibility is not new, but strategies to determine exactly what content your audience is seeking are constantly discovered.
You can create great content all you want, but if your audience isn’t searching on those terms, or if they are uninterested in that content, time and energy spent on producing the material will not render increases in positioning.
Great content that your audience is seeking, on the other hand, can help secure visibility for highly searched keywords, generate linkable content, increase new visitors to the site and help boost rankings.
Following are four often-overlooked strategies for obtaining insight into what your audience is searching on and interested in:
Researching competitors. What ideas am I missing?
Personalizing content. How am I appealing to my audience on a local level?
Identifying and pursuing low-hanging fruit. What small changes will make a big impact?
Utilizing native advertising. Is my content engaging?
Planning a content strategy using these four strategies can help a business elevate positioning in local search.
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