By Judith Lee

Content continues to be essential in digital marketing, and keeps getting more important. However, we do have some changes in the type and characteristics of the content rules that works best to get your local business noticed.

According to SEO experts, keywords are out and local is in, when it comes to local content marketing.  Local businesses need to focus on local audiences. In your content, mention (and link to) local happenings, people, and locations.

As mobile technology and mobile search grow in popularity, online search is becoming more localized. People are searching for local businesses while on-the-go. As Google strives to give people individualized results, geographic location and proximity-based searches will continue to grow in importance and become more specific.

You want the location of your local business to be very clear and specific so when someone is searching in your area, Google will see that you are relevant.  Essentially, you want embed your local business into the local “scene” and identify as an integral part of the community.

Here are a few basic steps you can take to ensure your local business is relevant for local search:

• If you have one location, make sure your local business name, address and phone number (NAP) is on the HTML of every page on your website.  Multi-location local businesses should consider creating separate landing pages for each location. This way Google can identify each of your locations.
• Check that the NAP is prevalent and consistent across other sites especially local directories such as Yelp, Google My Business, CitySearch, elocal etc…Google uses data from these sites to add trust to your business and if there is conflicting information it will harm your SEO.
• Encourage your (happy) customers to write reviews.  Try to get at least five reviews on Google and at least five on another review site as a means to add social proof to help verify your business.

The beauty of it all is that, in the process of creating truly local content, you will truly connect with your neighbors and local community. Kind of like the digital world imitating life, and vice versa!

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Judith Lee is a marketing and communications professional who focuses on social media and email marketing based in Atglen. She is a SCORE Volunteer and the Chair-Elect of the Southern Chester County Chamber of Commerce. She can be reached at 610-368-2058 or via email at judithlee@epix.net.

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Top photo credit: Google Main Search via photopin (license)