Geo-specific content is still a new term for businesses just embracing the world of local search engine optimization. It refers to the delivery of optimized content to website visitors based on their country, region, state, metropolitan area, and zip-code. Whether you’re operating and international or country-wide business, it can pay to optimize web pages for locales you want to target. Geo-specific content in local SEO has been reported to increase conversions.
Many big brands have successfully implemented it in their campaigns and now enjoy a positive ROI. An example is Coca Cola: every marketing campaign includes geo-specific content based on the country they’re selling in. For example, users browsing from Germany can see the content in German (though English is available as well), which means they can make decisions easily and are likely to convert better.
For local businesses, geo-specific content can spark interest from customers close in their proximity. Geo-location will provide meaningful and identifiable traits that will help a business identify what a prospect is interested in. The strategy can be based on the following framework:
- A keyword research tool: Web visitors search for items in specific areas won’t utilize a single long-tail keyword, so a keyword research tool should be used to discover the terms that users may use to find products in a region. This can be a neighborhood plus the name of a business or an item, such as Pizza Hut Nepal.
- On-page elements: Geo-specific content requires keyword coverage in key spots such as the URL, the image ALT tag, the page title and the header. The keyword should also be included 2-3 times within a blog post, and variations should be used whenever possible to ensure you don’t get penalized for using the same keyword over and over again.
- Blog posts: For ranking for geo-specific content in a region, you need to write blog posts to show search engines that you’re the local authority on the subject matter. The more blog posts published on your website, the wider will be its index coverage, which means you will have a deeper footprint on the web in your locality. Blog posts should include your geo-specific knowledge, but you can also cover local news and relate it to your business. Another thing you can do is relate community events to your business using your expertise.
Is it that easy?
While the framework appears simple, it’s not easy to rank for a specific area. Content is just one part of the equation; local SEO requires other factors such as link building, page optimization, and geo-specific social media management. Utah SEO to other geo specific areas such as Arizona, Oregon depend on the state where business is located, can be optimized to earn better performance on search engine result pages. Both large and small companies who don’t have the expertise in every department of local SEO, should look into services that can help their websites rank higher and turn clicks into conversions.
Also, service providers can help you fulfill all areas of geo-specific content. For instance, your NAP address should be listed in your about page content, so that your location can be marked in Google Maps and customers close to you demographically can easily find you.
Geo-specific content will continue to shape up the future of local SEO, so it’s the right time to embrace it and make sure you’re on the right path to winning local business.