Seo advertising

A Complete Guide to Local On- and Off-Page SEO Content

When thinking about improving your local SEO, do you think about content?

Maybe not.

I admit that this is not always the first thing that comes to mind.

But here’s the thing: content directly affects local SEO, and ignoring it is a huge mistake.

Yes, we can have text fields and limited places where we can enter content.

Listen to me, though. There’s more than you think.

Key Differences in Local and Organic SEO Content Strategies

You may know what content Google likes to see on a website and how to optimize it to appear higher on search engine results pages.

But what about local content?

How is it different?

Here’s the thing, content strategies for local SEO and broader organic SEO aren’t that different.

Either way, good informative content should always be a priority.

The main difference between local SEO and organic SEO content is user intent.

For local SEO, the intention of the user is to find goods or services nearby, so they include a location indicator in their search query.

For example, you can search [Kansas City hair salon], [hair salon in Kansas City]Where [hair salon near me].

The location indicator tells Google to prioritize, displaying the user’s results in their area.

This has been the case for a long time, as Google wanted to offer more localized SERP features (like map results) for searches that it perceived to have local intent.

So when writing for local SEO, produce content that showcases your location.

To start

Before you start writing content for your site, you should always take a minute and think about your endgame.

Ask yourself what goals you want to achieve.

And how can your content and messaging help you achieve your goals?

For example, suppose you want to improve your local SEO so more people visit your physical storefront to increase sales and revenue.

It’s a big goal.

A good local SEO can help you achieve this, but creating a Google My Business listing is not enough.

Prioritize creating high-quality content that showcases both what you have to offer and your location.

Local Content Audit

If you haven’t already, now is a good time to do a local content audit.

When performing a content audit, ask yourself what your ideal local customer is looking for.

Are they looking for what is available in their target area?

Read reviews?

Want to visit a place now?

Are you looking for a service provider to come to them or have a product delivered to you?

Knowing this information helps you determine if there are any gaps in your content that you could fill to help you rank better in local searches.

Another important part of a local content audit is competitor research.

Check your competitor’s websites to gather information about the keywords they are targeting and the structure of the content to entice their local customers or customers to convert.

Once you know who you’re targeting and what they’re looking for, you’re in a great position to start writing.

Now let’s move on to specific content strategies you can use to improve your local SEO.

On-page local SEO content

Here’s good news, if you have a well-optimized website that includes great content, you won’t have to change much to optimize it for local searches.

Just a few tweaks here and there.

One of the most important things you can do to improve local SEO is to put your address in the footer.

If you have less than ten locations, I recommend putting them all in your footer.

Additionally, it’s important to create dedicated landing pages for each location you serve.

Each of these pages should have original content specific to the area/location.

Don’t just copy and paste information from page to page, even if you’re doing the same thing in all of your locations.

That would be duplicate content, which could hurt your SEO.

General reminders to create a good page:

  • Write informative and engaging content that describes the products or services you offer.
  • Organically optimize your page for the correct geo-specific keywords (don’t do keywords).
  • Add photos or infographics and optimize alt text.
  • Make sure your page is optimized for voice and mobile searches.
  • Use locale-specific schema markup.
  • Refresh content from time to time to keep it fresh and relevant.


The blog is a powerful tool to provide your customers with useful information and position yourself as an expert in your field.

Simply put, in the eyes of Google, it has the power to increase your Expertise, Authority, and Trust (EAT).

But aside from that, blogging is a great way to showcase your location(s) and boost your local SEO.

First and foremost, it provides Google with fresh content that reiterates where you are.

It also helps you target those pesky local keywords like “wine bar near me” that can be hard to rank for.

Additionally, blogging allows you to get backlinks from other local businesses.

And, it gives people the option to comment or share your post, two things that improve local SEO.

But I would be remiss if I didn’t remind you that one of the most important things you can do with a blog is share it – on social media and on any local listings that allow it.

Get comments, get likes and drive local traffic to your posts.

Off-Page Local SEO Content

Google Enterprise

Your Google Business Profile is the first and most obvious off-page location for local SEO content.

Adding content to your Google Business Profile is important when working to improve your local SEO.

You can do this in different ways, but the top priority should be to optimize your profile by including as much relevant information as possible.

You can add a description of your business, hours, product information, and services. For example, a food menu and photos for a restaurant.

When optimizing your Google Business Profile, make sure all the information you provide is correct.

If anything changes, like your hours of operation, update your profile accordingly.

Another helpful thing you can do is post photos, current blog posts, relevant special offers, and updated policies and procedures to your feed.

This tells Google that you are an active listing to promote because you are providing users with valuable information.

Finally well optimized Google Business Profiles receive more clicks and directions requests.

A key part of building a good local SEO strategy is gathering reviews and responding quickly.

In terms of content, user-generated content reviews carry a lot of weight.

A note on the map pack…

Getting your business on the Map Pack is a big deal.

It allows users to see your listing before scrolling through the SERPs.

A few content-related strategies that can help you land one of the coveted Map Pack spots:

  • Claim and optimize your Google Business Profile.
  • Write hyper-local content.
  • Have dedicated landing pages for your different locations.
  • Use schema markup.
  • Collect and respond to reviews.
  • Optimize your site for voice and mobile searches.

Other registration services

When it comes to SEO, Google is definitely the main player.

It is therefore not surprising that Google Business is the main element related to local SEO.

But we should not overlook other local SEO services such as Bing Local, Yelp, Thumbtack,, Foursquare, etc. depending on our industry and purpose.

Posting content and other updates gives your website citation and builds local credibility.

If you are on these sites, remember to pay attention to them from time to time and be sure to respond to any notices you receive, even if you use data aggregation services to transmit data. to third-party directories.

Your online reputation is important to Google and shouldn’t be forgotten.

Social networks

As you probably already know, social media helps with SEO.

It is therefore important to have a list of businesses on Facebook and Instagram.

This increases your audience, so your article gets more views.

And, more views mean more opportunities for backlinks.

Ultimately, having a strong social media presence and posting useful content to your social feed impacts your EAT and makes you more credible in the eyes of Google.

Final Thoughts

Good content is an essential part of a good SEO strategy.

In terms of local SEO, good content with location indicators encourages Google to rank you higher in local search results and the Map Pack.

It is not always enough to create quality content for your site. You should also share it on your Google business profile, other local SEO sites, and your social media feeds to increase traffic and showcase your expertise and reliability.

For more content marketing tips, check out SEJ’s Complete Guide to Content Marketing.

For more local SEO tips, pick up a free copy of SEJ’s Local SEO eBook.

More resources:

Featured Image: GaudiLab/Shutterstock