A Complete Guide To On & Off Page Local SEO Content

When you think of local SEO, do you think of content?

Maybe not.

I’ll admit it’s not always the first thing that comes to my mind.

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

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

Hear me out, though. There is more than you think.

The main differences in local and organic SEO content strategies

You may already 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 that different?

There you have it, content strategies for local SEO and broader organic SEO are really no different.

No matter what, good media content should always be a priority.

The main difference between local SEO content and organic SEO content lies in the user intent.

For local SEO, the user’s intent is to find goods or services near by, so they include a location indicator in the search query.

For example, you can search for [Kansas City hair salon]And the [hair salon in Kansas City]or [hair salon near me].

The site indicator tells Google to prioritize, showing the user results in their area.

This has been the case for a long time as Google has wanted to offer more local SERP features (such as map results) to searches that understand local intent.

So when you are writing for local SEO, create content that will highlight your site.


Before you start writing content for your site, take a minute and think about your end game.

Ask yourself what goals you want to achieve.

How can your content and messaging help achieve your goals?

For example, let’s say you want to improve your local SEO so that more people visit your physical storefront to ultimately increase sales and revenue.

That’s a great goal.

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

Prioritize creating quality content that highlights both what you have to offer and your site.

Local content auditing

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

When conducting a content audit, ask yourself what your ideal local client is looking for.

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

read reviews?

Looking to visit the site now?

Are you looking for a supplier to come to them or to deliver a product?

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

Another important part of local content auditing is competitor research.

Check your competitors’ websites to gather information regarding the keywords they are targeting and the content structure to get their local customers or clients to convert.

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

Now, let’s dive into the specific content strategies you can use to improve your local SEO.

On-page local SEO content

Here is some good news, if you have a well optimized website with quality content, you don’t need 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 your local SEO is to put your title in the footer.

If you have less than a dozen sites, I recommend putting them all in the footer.

Additionally, it is important to create custom landing pages for each site you serve.

Each of these pages must contain original content specific to the area/location.

Don’t simply copy and paste information from one page to another, even if you do the same on all of your sites.

This may be duplicate content, which can hurt your SEO.

General reminders for creating a good page:

  • Write informative and engaging content describing the products or services you offer.
  • Optimize your page organically for the right keywords that are geo-located (no keywords).
  • Add images or charts and enhance alt text.
  • Make sure your page is optimized for mobile and voice searches.
  • Use the specified local encoding scheme.
  • Update the content occasionally to keep it fresh and relevant.


Blogging is a powerful tool for providing your clients with useful information and setting you up as an expert in your field.

Simply put, in Google’s eyes, it has the potential to increase your Experience, Authority, and Trust (EAT).

But beyond that, blogging is a great way to get your site(s) in the spotlight and boost your local SEO.

First and most importantly, it provides Google with fresh content that replicates where you are.

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

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

It provides an opportunity for people to comment on or share your article, two things that improve your 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 articles.

Off-page local SEO content

Google Business

for you Google Business Profile It is the first and most visible 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 a number of ways, but your top priority should be improving your profile by including as much relevant information as possible.

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

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

If anything changes, such as your working hours, update your profile accordingly.

Another valuable thing you can do is post photos, current blog articles, related 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.

In the end, well optimized Google Business Profiles Receive more clicks and requests for directions.

A key part of building a good local SEO strategy is collecting reviews and responding to them promptly.

In terms of content, reviews on UGC carry a lot of weight.

A note on the map package…

Showcasing your work in the Map Pack is important.

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

Some content strategies that can help you get one of the coveted locations in your map package:

  • Claim and improve your Business Profile on Google.
  • Write highly local content.
  • Create custom landing pages for your different websites.
  • Use the coding scheme.
  • Collect and respond to reviews.
  • Optimize your site for voice and mobile search.

Other listing services

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

Therefore, it is not surprising that the main thing related to local SEO is Google Business.

But, we shouldn’t lose sight of other local listing services like Bing Local, Yelp, Thumbtack,, Foursquare, and more – depending on our industry and focus.

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

If you use these sites, don’t forget to give them some attention now and then and be sure to respond to any reviews you get – even if you use data aggregation services to submit data to third party directories.

Your online reputation is important to Google and should not be forgotten.

Social media

I’m sure you already know, social media helps SEO.

So having a business listing on Facebook and Instagram is important.

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

And more views means more opportunities for backlinks.

Ultimately, having a strong social media presence and posting useful content on your social feed influences your eating and makes you appear 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 site indicators pushes Google to rank you higher in the local search results and map package.

Simply creating quality content for your site is not always enough. You should also share it with your Google Business Profile, other local listing sites, and your social media feeds to drive traffic and show your expertise and trustworthiness.

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

For more local SEO guidance, grab a free copy of the SEJ Local SEO eBook.

More resources:

  • 7 local SEO tips for franchises and their sites
  • Partnership Marketing: How to Build Links and Visibility
  • 9 types of content that will help your local SEO

Featured image: GaudiLab/Shutterstock

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