Getting local content right
Content is an important part of any SEO effort, so make sure you're not tripping yourself up with thin or duplicate content. Here's a list of common content mistakes followed by a checklist of ways to increase the local SEO impact of your content.
Content mistakes to avoid
1. Don't scrape content from other websites, even from the websites of manufacturers or authorities, unless you are publishing an attributed quote within your own, unique content.
2. If you offer the same services or products in multiple cities, think carefully about attempting to create a unique page for every possible city/keyword combination. Only embark on this plan if you know you have sufficient resources of time, money, and talent to create truly high-quality pages for each combination. Avoid publishing thin or useless pages. If you know you don't have the resources, it's better to go with just a strong page for each city and a strong page for each service, rather than creating lots of thin or duplicate city/keyword combo pages. See this complete resource on developing city landing pages.
3. Think long and hard before deciding to take a multi-website approach, even if your company offers multiple services or has multiple offices. Numerous experts agree that it is almost always better to build a single, powerhouse website that promotes your brand and all of its services and branches rather than dividing up time, funding and talent between multiple websites. For more on this, see this community discussion.
Ways to create unique, user-, and search-friendly content
- Utilize testimonials from customers in your service cities to make your city landing pages unique.
- Use unique testimonials from customers who have used specific products or services for related product and service pages.
- Build an on-site blog to continue to develop your library of content once your basic, static web pages have been built. Freshness can help you rank for an ever-growing number of terms that relate to your business.
- Videos and images are page content, too. Use appropriate tags to label them in real text and consider writing out transcriptions.
- Offer city-, service-, or product-specific specials, schedules, or calendars to differentiate what you do in one location vs. another. For example, a schedule of yoga classes at one branch vs. another or a special on tree trimming that rotates from one service city to another, ensuring unique, interesting content on different pages.
- Include bios of different staff at different locations to introduce customers to the people who will be serving them.
- Sponsor events, teams, or organizations in different cities and write about those sponsorships.
- Host or participate in events in different cities as an opportunity for unique content.
- Interview experts within or outside of your company to create city- or product-specific content.
- Offer tips that apply to specific geographic or demographic audiences.