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Hur man skapar en vinnande lokal SEO-innehållsstrategi

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How To Create A Winning Local SEO Content Strategy


Local SEO has historically been seen as the art of directory optimization, Google Business Profiles, and locally-run ads.

And while these methods are effective in getting you found in local search, they are just the tip of the iceberg of a successful local SEO strategi.

Content plays a bigger role in local SEO than you might think. Whether it’s optimizing your web pages for local terms or posting on local business blogs, innehållsmarknadsföring can and should be part of your local SEO approach.

Here’s how to leverage content for your local SEO strategy and drive more visitors to your local business.

Localize Your Web Content

The first step in your local SEO content strategy should be to optimize your web pages for the local terms potential customers are searching for most. This requires sökordsforskning to find the right terms for your local market.

Tools like Semrush allow you to discover geo-specific keywords users are searching for according to where they are seeking services or businesses.

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This tool also reveals search volume and competition to help you select the right terms for your business.

Screenshot from Semrush, January 2022

For example, say you are a New York-based family lawyer looking to optimize your existing service and web pages. You can use keyword tools to find localized terms (in this case, “NY” + “family attorney”) for your website.

Then, you can find terms that are best mapped to Service pages on your website. For example:

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  • Home page: “new york family law attorney”.
  • Divorce Law: “divorce law firm new york”.
  • Adoption Law: “ny adoption lawyer”.

Optimize Your Local Web Pages

Once you’ve identified the terms you want to target, it’s time to optimize your content according to these search terms.

To do this, follow SEO på sidan best practices on your web pages:

  • Include your target keyword in the URL of your web page (exact keyword not required).
  • Include your target keyword in the title tag of your website.
  • Write a concise, informative metabeskrivning.
  • Write useful, keyword-rich body content.
  • Add images with optimized image alt text.
  • Use H1, H2, and H3 headings throughout the page.
  • Link internally to related pages on your website.

Each web page on your site should be optimized for a unique keyword (if applicable) to prevent several web pages from competing on the same term.

Be sure to choose a keyword that’s most relevant to what the page or post content is about.

Add A Detailed Contact Page

Din contact page provides valuable context to Google and users as to where your business is and what it’s about.

An unoptimized contact page is a missed opportunity to reach local users.

Your contact page should effectively yet concisely describe your business and where it is located. For effective optimization, it’s best to include:

  • Your official business name.
  • The address of your local business.
  • Your business hours.
  • Directions to your physical location.
  • An embedded map to your business.
  • Your business contact information (phone number and email address).
  • A contact form for users to reach you.

By optimizing your contact page, you make it easy for users to know where you are and get in touch with you.

At the same time, this sends signals to Google to help its algorithm understand where your business is located, increasing the likelihood of you ranking in local search.

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Write Local Content

Your web pages aren’t the only place for local content on your website. Your blog can also serve to attract local users who are interested in your services.

You can write about local events, local trends, scholarships, local business updates, and more to draw in your local audience. Get creative with your blog content to broaden your reach in your local market.

Consider writing local “Top 10” or “Best Of” lists relevant to your industry. Or, publish how-to guides for your location – for example, guides for tourists visiting your area. This can help you reach a local, relevant audience.

A Canada-based IT company, for example, decided to target local car dealerships by posting about local automotive events, IT trends, and more. They were able to expand their content marketing beyond their initial reach of small, local businesses.

Submit Guest Posts On Local Publishers

Guest posting is a common and effective content marketing strategy for driving länkar and traffic to your website. And guest posting can serve your local SEO efforts as well.

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Conduct outreach to local businesses in search of guest posting opportunities. You may not always earn a link, but you can use their existing reader base to your advantage and drive even more local traffic.

For example, WestSeattleBlog.com and VisitSeattle.org are both local, authoritative publishers in Seattle that often publish content from local businesses and bloggers.

If you are a Seattle business owner, a feature on one of these sites could earn you some valuable traffic.

Write About Local Events And Activities

Chances are your local community has its own buzz about activities and events in your area.

This means people are searching for this content as well. This presents an opportunity for you to get in on the noise.

Local Community ContentScreenshot from WestSeattleBlog.com, January 2022

Is there a large konferens coming to town? A sporting event that’s drumming up a lot of hype?

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These are just two examples of possible content opportunities that could drive local traffic to your site.

Keep an eye out for local topics like:

  • Sporting events.
  • Networking events.
  • Shows and concerts.
  • Conferences.
  • Seasonal events.
  • Speaking events.
  • Local ceremonies.

Grow Your Local Audience On Social

There are billions of users on sociala media every year; chances are, many exist in your area. That means many of your target customers are already on Facebook, Instagram, and the like.

Promote your blog and website content on social media to engage followers and grow your local following. You can even join local Facebook Groups and LinkedIn Groups to target users in your particular area.

You can then share location-specific content to reach your target consumers. Follow local event pages and businesses to see what they are publishing to get people buzzing.

Suppose you are a digital marketer in Denver, Colorado looking to attract more local clients. You can write a blog post about an upcoming business event and share it on social to drive some additional traffic.

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Then, find relevant Facebook groups to share your content.

Avoid Common Mistakes With Your Local SEO

You can create the best content in the world but if it’s undiscoverable by users, you won’t attract the local traffic you deserve.

That’s why while it’s best to follow the above tips to do things right, you’ll also want to avoid some common local SEO mistakes, också.

These mistakes include:

  1. Not using local keyword targets in your content.
  2. Neglecting to earn customer reviews.
  3. Having an inconsistent name, address, phone number, and website (NAPW) information.
  4. Having no directory listings.
  5. Having no Google Business Profile.

If you are going to go through the effort of creating a lokal SEO content strategy, then make sure you tick all the boxes.

That way, your content will be set up to reach users across many platforms – not just Google.

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Featured Image: Shutterstock/Visual Generation





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15 SEO-experter för e-handel avslöjar de bästa insikterna för 2023

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15 Ecommerce SEO Experts Reveal Top Insights For 2023

Wondering how to do SEO for ecommerce?

Looking for expert insights on ecommerce SEO?

Uncertain how to make your online store more successful?

From acknowledging that the traditional customer journey is dead, to fast pivoting due to Google’s constant updates, to reassessing benchmarks after the pandemic digital boom and the subsequent fall, experts from award-winning agencies assess what’s next in ecommerce SEO.

We wanted to go beyond unpredictability, so we interviewed 15 digital growth and SEO experts to get their insights, tips, and lessons learned as part of our Ecommerce SEO deep dive.

Ecommerce experts in this article talk about search behaviors, hands-on clients, forecasting for aligning to current trends, and more.

Let’s see what they have to say.

Implement Multi-Touchpoint Customer Journeys As Search Behaviors Change

James Finlayson, Head of SEO at the7stars: “Google’s search volumes aren’t just stagnating – in many cases, they’re reducing. Despite this, consumers are conducting more research prior to purchases than ever – on Amazon and other ‘super-retailers’, on TikTok, large publishers with loyal audiences, Pinterest, YouTube, and Reddit. We recently looked at one market where, we estimated, less than 10% of search activity was actually happening on Google.” Read Finlayson on digital and in-store buying, pushing for larger budgets, and their Sofology success story.

Sara Povoas, Content and SEO Manager at iProspect Portugal:  “We observed a huge increase in shopping, not only for younger audiences but also for older ones, which is new. I think that users are getting more demanding and more informed — if you have a lot of offers, you need to make smart decisions. So people are looking for more. The reviews, opinions, video demonstrations, and price comparisons are getting more popular as people are doing these decision-making searches in order to make a purchase.” Read Povoas on fluctuating stocks, hälsa and cosmetics trends, and client communication.

Luke Carthy, eCommerce SEO & CRO Consultant: “What I’m seeing across my consumer-based clients is that Average Order Value is up, but the number of transactions is probably similar or falling. What I mean by that is they’re spending more per transaction. Rather than someone going to a clothing retailer, maybe once a month or once every couple of weeks, depending on what their previous shopping habits were, they will shop less frequently. And when they shop, they’ll spend more money. I think that happens for a couple of reasons: One is to mitigate the delivery fees and, secondly, to try and get to thresholds to claim rewards, whatever those might be.” Read Carthy on buy-in, shifting strategies, and B2B clients.

Jen Cornwell, Senior Director of Digital Strategy at Ignite Visibility: “The way people shop has changed, as they had converted to online and are now back to this hybrid style again. I think it’s all about expectation setting: Can we ever get back to those traffic levels or those conversion levels online again? What are some creative ways that we can go about if we think that’s the case? User behavior has taken a big shift.

For instance, we had an electronics client who sold computers, both online and brick-and-mortar. We started to see a shift at the beginning of 2022 as they had more foot traffic to their stores – which they’re happy about, but they do not see as many purchases online anymore. Even in the instances where there isn’t a brick-and-mortar component or the product is only available online, the opportunity for somebody to go and buy it in person just pulls them away from coming to the Internet as much as they used to.” Read Cornwell on video content, white goods, and creative page optimization.

Get Creative With Product Reviews, Long-Tail Keywords & Specificity, As Google Algorithm Updates Intensify

James Euinton, Account Director at The SEO Works: “Over the years, as Google improves its handling of language, it’s been more important to focus on the more specific, longer-tail phrases. Sometimes this may mean catering to specific questions and keywords that fall outside standard products and category pages. It’s important that we tailor additional content to these to target the customer at different points in the journey or funnel.” Read Euinton on moving the needle fast, Core Web Vitals, and business contexts.

Radu Marcusu, CEO at Upswing: “The biggest challenge this year was for marketing managers to explain the drops in the market and how to go about it. That’s why I would say it was more about us being proactive in communicating these shifts to our clients. They needed support in understanding the overall market trends and that it was a general change in demand – and, of course, in adapting to it. That also meant new tactics or focusing on specific actions. For instance, if Google now recommends refined searches, we make sure our clients have filters or categories targeting those searches. We also focus on having the right content to answer those searches. Or keep their Google My Business profiles optimized. In a nutshell, we were proactive in adapting strategies, budgets, and also specific actions implying Google changes.” Read Marcusu on differentiating through pitching, video searches, and developing internal tools.

Eli Schwartz, Growth Advisor and SEO Strategic Consultant: “Google and other search engines use deep learning to improve search results for their users continuously. This past year, I have noticed that local results are triggered more often when Google detects a local intent. At the same time, on results where there should not have been local intent, I have seen the local results disappear.”

Forecasts, SEO ROI & Data-Led Decisions Should Be At The Forefront For Ecommerce Businesses

Marc Swann, Director of Search at Glass Digital: “​​There’s no doubt that retailers are feeling the pinch as consumers tighten their belts, and this presents risks for most marketing agencies when it comes to justifying the value of their services. SEO is a channel that is often more at risk when times are hard, and marketing budgets are scrutinized. SEO performance can ultimately be maintained in the short and even medium term without a recurring spend associated with it, unlike something like paid search where once ad spend stops, performance disappears. So certainly, justifying expenditure in SEO is something that we have seen requested more and not seeing it as a luxury in harder times. Ultimately, those that are able to fulfill their SEO strategies through the hard times will be in much stronger positions when the economy eventually turns positive.” Read Swan on multi-lingual sites, sports retailers, and “luxury” channels.

Steve Walker, Technical Director at Journey Further: “Measuring ROI has always been important, but it’s no longer a nice-to-have. Measuring ROI is essential. This is why performance monitoring tools like SEOmonitor are critical to your agency. The amount of in-house teams has also increased dramatically over the past few months. This is a great thing for the SEO industry and a testament to SEO’s importance in digital marketing – but it fundamentally changes how agencies need to operate. We’re no longer just additional resources doing basic SEO activity. We need to act in a similar way to a business consultancy and provide strategic-level support.” Read Walker on new user journeys, measuring impact, and funnel optimization.

Rank Tracker’s Strategy view on SEOmonitor.com, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Ben Austin, Founder & CEO at Absolute Digital Media: “We utilize forecasting for both pitching and upselling to ecommerce clients to showcase our understanding of the industry they compete in and the business. By doing so, we can more effectively dictate what is required to drive continuous growth to the business whilst highlighting the ongoing value our innovative SEO strategies provide. In addition to providing a basic forecast of the brand’s current market position, we supply further insight into the wider business benefits such as returning customers, revenue, and ROI.” Read Austin on business strategies, performing verticals in ecommerce, and dynamic URLs.

Charlie Norledge, Head of SEO Performance at Impression: “The pitches are much more competitive now because there are probably fewer clients going to market as things started to slow down a bit. We’ve had to make sure that we include innovative tactics in there. Like talking about how to utilize social media trends in organic when we talk about tech SEO, not just putting a list of fixes, making sure we have priority behind things and just giving them as much detail as possible.

Forecasting is another important piece. When we go to a competitive pitch, forecasting is, I’d say, required. If we didn’t do it, we could miss out. We were in pitches against other agencies, and because we had forecasts in place, we ended up winning the work.” Read Norledge on GPT-3 efficiency, reporting, and client expectations.

Kevin Gibbons, Founder and CEO at Re:signal: “For us, it’s important to have strong communication with our clients about where the priorities are and make sure that we know not just where the search demand is, but also the supply. Knowing what clients are focusing on – both in terms of seasonality and where the priorities could be and could be shifting because of those issues – helps us re-address what we’re doing.

I think everyone’s just probably a bit more price-conscious and cautious right now in terms of what they’re doing. So, again, that’s why ecommerce is such a strong sector for us. For the reason that you can track organic revenue performance. Everyone wants to make sure they’re maximizing their ROI.” Read Gibbons on internationalization and their ASICS success story.

15 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023SEO Forecast by SEOmonitor, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Leverage Integrated Campaigns To Build More Growth Opportunities

It’s not just about one channel or one tactic, but ecommerce digital experts are looking more and more into how they can optimize the full user experience, coordinate PR and SEO efforts, and make sense of the whole industry landscape and where the opportunity lies:

Petar Jovetic, Organic Director at Impression: “Everything we do has to show value and be targeted. We’re baking innovation more and more into our proposition. It’s been quite compelling to leverage AI to handle higher workloads and then do it more efficiently. One other thing I’m keen to explore is using our CRO department, especially at the bottom of the funnel where every user counts, to grow acquisition strategically with more A/B testing, multivariate testing, etc. We’re looking into how CRO and SEO can complement each other more. I think that is really appealing in the current economic climate. So we’re not just throwing additional users but nurturing them through the funnel to conversion.” Read Jovetic on SEO maturity frameworks and the State of Retail.

Charlie Clark, Account Director & Founder at Minty Digital: “I noticed more clients are looking to build their brand through digital PR, and we build their brand name rather than just focus on sales. Some of the bigger companies we work with used to allocate a separate budget to SEO, and that used to be the entire thing. Now they’re allocating separate budgets within their departments, one for SEO and one for PR. They’ll have their traditional PR, the standard press releases, but then they’ll also be tying in the digital aspect to that, which is something that’s been quite interesting to know.” Read Clark on entering new markets and campaign KPIs.

Heemesh Vara, Head of SEO at Semetrical: “Our keyword research process focuses on exploring the whole industry. That’s something different from other agencies. Where they might take a category-by-category approach and do it month by month, we do it the other way around. It’s a lot of work for us at the beginning, but it does provide the client and us with a complete picture of their entire industry. For example, we worked with a vintage möbel client with multiple types of products and categories, from sofas, stools, chairs, side tables, etc. So we had to research the entire industry all at once. And this is one of our unique selling propositions that we always put in the proposal as well.” Read Vara on SEO data analysis and baselines, stakeholder management, and securing budgets.

In the end, as our 15 interviews have shown, both ecommerce clients and markets continue to shift, so it’s critical to showcase sustainable results.

With all these challenges SEO experts face in mind, we continue to develop SEOmonitor so it helps you:

  • Prove the value of SEO with a forecast solution that allows you to connect desired ranking targets to non-brand organic traffic growth potential.
  • Ta tillbaka sessions-, konverterings- och intäktsdata till sökord med vår lösning på (medföljer ej), så att du vet vilka sökord som ger resultat.
  • Håll koll på efterfrågan med dagliga rankningar för stationära och mobila enheter som standard, sökvolymer och trender från år till år över plattformen och automatiska säsongsvarningar.
  • Och så mycket mer.

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