The ultimate guide to content marketing for local SEO

Natalya Stecko
October 5, 2023

10 min read

Share this post
The ultimate guide to content marketing for local SEO
Table of Contents

In today's competitive digital landscape, potential customers must discover local businesses online. Content marketing is a powerful tool for improving visibility and connecting with local communities.

This guide offers insights and strategies to leverage content for boosting local SEO and achieving sustainable growth. We've got you covered, from local keywords to Google Business profile optimization.

Let's unlock the potential of content marketing for your local business together.

What is local SEO content?

Put simply, local search engine optimization (SEO) content is online content optimized to target local search users and boost a business's visibility in a specific area. It attracts potential customers searching for products or services locally.

Why is local SEO content important?

As a local business, having an online presence is critical to reaching potential customers searching for your products or services online. An important part of establishing a strong local presence is optimizing your website and content for the local search engine results pages (SERPs).

Content marketing is one of the most effective ways to boost your local SEO rankings. By consistently publishing high-quality, relevant content on your website, you can increase organic traffic and establish your brand as an authority. This content should focus on topics that would be interesting and useful to your target customers in your local area.

The benefits of optimised local SEO content

Optimising local SEO content provides business owners with a range of advantages.

Here are just some of the benefits:

Increased visibility

By consistently publishing informative content related to industry and location, you can establish your business as a thought leader in the local community.

This helps boost your rankings in local search results and maps, increasing visibility to potential customers searching for your products or services. The more quality content you produce, the more visibility and authority your site gains in search engines.

Deeper customer connections

Valuable content that educates and informs your audience helps establish you as an expert in your industry, cultivating trust in your brand and building customer loyalty.

People who find your content helpful and engaging will return to your website. Some may even share your content with others, expanding your reach. You can foster deeper connections with your local community by addressing customer questions and pain points in content.

Higher conversions

Most local SEO strategies aim to drive more conversions like phone calls, directions requests, and on-site purchases. Optimized content, especially blog posts, has a high potential for conversions since interested readers have already engaged with your content and brand.

Having calls to action (CTAs) within the content, such as encouraging readers to call or visit your business, can directly prompt conversions. The benefits of improved visibility, rankings and customer connections all work together to increase the number of conversions to your site.

Publishing valuable and optimized content as part of your local SEO strategy significantly benefits your business. With a consistent content marketing plan, you can boost your online visibility, achieve higher rankings, build stronger customer relationships and boost conversions. For any local business, content creation should be an ongoing priority.

The types of local SEO content

Local SEO is any digital content targeting potential customers in a specific geographical area.

Local SEO content can take various forms, including:

Location pages

Developing dedicated website pages optimized for specific local areas where the business operates is a crucial aspect of local SEO strategy. These location pages provide valuable information to potential customers, such as the business's address, directions, operating hours, and testimonials from satisfied local clientele.

By tailoring content to specific locations, businesses can enhance their online visibility for local search queries, making it easier for customers to find and connect with them. This targeted approach also improves the user experience by offering relevant and location-specific details, increasing trust and credibility.

Search engines recognize the relevance and usefulness of location pages, which can positively impact the website's search engine rankings in local searches, ultimately driving more qualified traffic and potential customers to the business.

Google Business Profile

Claim and optimize your Google Business Profile with accurate information like name, address, phone number, website URL, and categories. Regularly update the profile with posts, photos, and relevant content. Not only does it enhance your online presence, but it also improves search rankings and increases visibility to potential local customers.

Google Business Profiles are valuable assets for local businesses, as they appear prominently in local search results and provide essential information to potential customers seeking your products or services in the area.

Keeping the profile up-to-date with engaging content also signals to search engines that your business is active and relevant, contributing to higher local search rankings and attracting more organic traffic. If you’re a business with multiple locations, consider using third-party tools like Mirador to help streamline your profile management.

Localized content

Create locally relevant content, such as event coverage, news, and stories. Engaging in local events and sponsorships offers opportunities for generating more localized content.

For instance, if you run a pet store, write blog posts about top dog parks in your city or articles on adopting shelter pets. Crafting content that resonates with the community fosters a connection with local audiences and can increase engagement and loyalty.

Customer reviews and testimonials

Businesses can significantly impact their local search rankings and overall reputation by urging customers to leave reviews on platforms like Google, Yelp, or other relevant review sites.

Reviews attract potential customers and signal to search engines that the business is trustworthy and active. Search algorithms may reward the business with higher rankings in local search results, making it more visible to potential customers in the area.

Accumulating positive reviews also enhances the business's reputation, creating a positive perception among prospective clients. Regularly encouraging and monitoring customer reviews becomes a valuable aspect of an effective local SEO strategy, contributing to increased visibility, credibility, and business success.

Local citations

Consistency in NAP (Name, Address, Phone number) information across online directories and listings builds trust with search engines, ensuring the accuracy of business details.

When search engines find consistent data across multiple platforms, they are more confident in displaying the business in relevant search results, especially for local searches. This boosts the business's local SEO efforts and increases its chances of being discovered by potential customers.

Inconsistent or outdated NAP information can lead to confusion, lower search engine rankings, and missed opportunities for attracting local clientele. Maintaining accurate and uniform NAP data is a fundamental aspect of a successful local SEO strategy, ultimately contributing to the business's online visibility, credibility, and overall digital presence.


Leveraging videos to showcase your local business, products, services, or location can significantly impact attracting potential customers. For instance, if you run a restaurant, sharing a video highlighting your signature dishes or the inviting ambience can create a captivating experience for viewers. Videos are pivotal in giving potential customers a tangible sense of your business's local offerings.

By utilizing videos, you tap into the power of visual storytelling, allowing you to convey emotions, atmosphere, and the unique aspects of your business that text or images alone may not fully capture. This immersive approach fosters a deeper connection with your audience and builds trust by offering an authentic glimpse into your local offerings.


Crafting infographics or slide decks with valuable local information, statistics, tips, or insights can be powerful. For instance, if you're an accountant, consider creating an infographic detailing crucial tax changes affecting residents in your state.

These visually appealing and shareable assets offer a concise yet impactful way to communicate essential information to your target audience.

Podcasts or webinars

Hosting podcasts or webinars targeting your local audience can be a powerful strategy to engage potential customers and build credibility. For instance, a gym can partner with a local nutritionist to host a webinar on healthy eating for weight loss. These events offer valuable information to the community while showcasing your expertise.

Additionally, it creates an opportunity to connect with potential clients and establish your brand as a reliable resource. By focusing on subjects that resonate with your target market and collaborating with local experts, you can strengthen your local presence and attract a more dedicated customer base.

Social media

Engaging with your local audience through social media is a powerful strategy to raise brand awareness and foster loyalty. Highlighting your latest offers, events, news, or community involvement on platforms like Facebook and Instagram helps establish your business as a trusted resource in the area.

By consistently providing valuable content tailored to the interests and needs of your local community, you can connect with customers and build lasting relationships. Social media's reach and engagement potential make it an excellent avenue for businesses to connect with their local market and thrive in today's digital age.

How to create local SEO content

Tailoring content to resonate with readers in your location is vital for optimizing local SEO through content marketing.

By addressing local interests, needs, and preferences, businesses can effectively engage their target audience and improve their online visibility within the local community.

Here are some ways to create the best local SEO content:

Make sure you use local phrases in content

Strategically incorporate location-specific keywords and phrases throughout your website. Including the name of your city or zip code in page titles, meta descriptions, content, image alt text, and internal links signals to search engines that your content is relevant to the local audience.

For instance, if you operate a plumbing business in San Diego, using phrases like "plumber San Diego" and "San Diego plumbing services" in your content will enhance your local visibility.

By aligning your content with your specific location, you increase the chances of attracting local customers searching for products or services in that area. This focused approach helps search engines understand the geographical relevance of your content.

Local keywords

By integrating location-specific keywords strategically into website content, blog posts, meta descriptions, and page titles, businesses can signal their relevance to local search queries.

These location-focused keywords provide valuable context to search engines, helping them connect the business with specific geographic areas. As a result, when potential customers search for products or services in those locations, the business is more likely to appear in relevant search results.

Optimizing content with local keywords is a critical aspect of local SEO, as it narrows the target audience to those seeking nearby solutions. For example, a bakery in New York City can use keywords like "best bakery in NYC" or "New York City pastry shop" to capture the attention of local customers searching for baked goods in the city.

This focused approach not only enhances visibility in local search results but also increases the likelihood of attracting nearby customers who are more likely to visit the physical store or avail themselves of local services.

Implement schema markup

Schema markup, such as LocalBusiness schema or FAQ schema, is pivotal in providing search engines with crucial context about your local business and content.

Incorporating schema markup on your homepage and service pages enables search engines to comprehend essential details like your business's location, operating hours, contact information, and the subjects you cover.

This enhances the accuracy and visibility of your business in local searches and contributes to a more comprehensive local SEO strategy. Implementing schema markup becomes an indispensable step in ensuring that search engines interpret your website's information accurately. Try our free schema generator here.

Structure your content properly

Organizing your content strategically benefits search engines and human readers. Here are some tips for proper structure:

  • Utilise headings
  • Create bulleted lists and paragraphs to break up text
  • Incorporate images with alt text and captions
  • For service pages, create clear headings for each offered service, followed by detailed descriptions.

This structure improves content scannability and navigation, ensuring a seamless user experience. By optimizing your content's structure, you enhance its overall effectiveness in conveying information and engaging your audience.

Develop the right tone and voice

Crafting content with the right tone and voice is crucial for connecting with your target audience and location. As a local business, adopting a personal and friendly tone builds trust and rapport within your community.

Addressing readers using phrases like "you" and "we" fosters a strong connection. Your overall voice and messaging reinforce your position as a reliable local source for your services.

How to create a foolproof local SEO content strategy

Crafting an effective local SEO content strategy involves various steps and stages to be successful. Here is how to create a foolproof local SEO content strategy:

Identify your target audience and keywords

To craft an effective local content strategy, understanding your target audience and their search behavior is essential. Conduct comprehensive keyword research, focusing on location, industry, and services to find relevant local keywords and phrases.

Delve deeper into the search intent behind these keywords to align your content with what potential customers are seeking. By identifying their needs, you can create valuable content that resonates with your local audience and fulfils their specific queries.

This approach ensures your content meets the demands of searchers, increases engagement, and ultimately boosts your local SEO performance. Your local content strategy becomes more insightful by addressing the right keywords and aligning content with search intent.

Create local landing pages

Creating landing pages that emphasize essential keywords and location-specific details is a critical aspect of local SEO strategy. These pages should prominently showcase your business address, contact information, and offered services. Incorporating relevant keywords into page titles, headers, and content ensures better visibility in local search results.

Well-optimized landing pages cater to user needs and assist search engines in recognizing your local relevance. When search algorithms find consistent location-specific details and relevant keywords, they are more likely to rank your business higher in local search results.

Publish local blog content

Frequently posting localized blog content is a key part of all local SEO strategies. Focus on crafting posts that target relevant keywords and specific locations while offering valuable insights to readers. Add essential business details within the posts, like addresses and contact information.

Sharing local news, events and showcasing community engagement helps establish a reputation as a trusted industry leader in the area. Emphasizing your local presence through engaging and informative blog content boosts visibility and builds stronger connections with potential customers, fostering trust and loyalty.

Develop guide content

Crafting comprehensive guides and content hubs encompassing how-tos and valuable resources tailored to your location and industry is a potent strategy to rank for competitive local keywords. By thoroughly covering topics that matter to your audience, you address their specific interests and needs, elevating your site's authority.

Guide content provides searchers with the answers they seek and solidifies your website as a trusted and authoritative source within the local community and industry. This approach attracts more organic traffic and cements your position as a destination for valuable information, forging lasting connections with your audience.

Optimize local profiles

Focus on developing profiles on relevant directory and citation sites such as Yelp, Facebook, and Google Business Profile. Optimizing these profiles helps search engines assess your local relevance, enhancing your ranking in the local pack. Monitor your local rankings and update listings to maintain and improve your position.


By consistently producing valuable, relevant content optimized for search engines and your target audience, your business will establish itself as a trusted local resource.

Remember, high-quality content forms the bedrock of any successful marketing campaign. With the right approach, your content can spread organically, heightening brand awareness, driving website traffic, and acquiring new customers.

To make your local marketing efforts easy — request a Mirador demo today.