What is the intersection of content marketing and local SEO? This is what we’re going to examine in this article. Google and Bing focus heavily on local SEO in their search engine result pages. Local businesses have found ranking high on the SERPs easier than ever before.
Local SEO is a B2C concept at first glance. Local search helps people find local businesses that are relevant to their interests. If someone is hungry, they can search for nearby restaurants using their smartphones and find results based on their location.
The stereotype of B2B is not the same. This is done via email and phones, not by going to the storefront. Like when you decide to buy food, business decisions can take time. Why would a B2B company even consider local SEO methods?
Search Advantages and Local Content for B2B Companies
You have many options when it comes to increasing brand awareness. Paid advertising is a popular choice. Others prefer to spend money on billboards, and others opt for email marketing. Another tactic is local content. Local content refers to content that is relevant to the local area.
This content is great for local SEO because it gives search engines confidence that your business is in a particular area. Local content is a great way to advertise locally to attract new clients.
Local promotional content can be created in a similar way to national scope.
Find something that resonates with residents
Make a piece that reflects that + is better than the content you’ve seen up to now
Use social media platforms and channels to promote the content.
Then, evaluate the results and repeat the process.
If a catering company is providing services for business events, they might write “Top 5 Convention Centers in Spokane”, assuming that they are in the Spokane region. Local content is more than general articles and provides relevant information. There are many options for articles about local festivals, events, weather conditions, etc.
Local content marketing on its own will only propel you further. However, if you combine local content marketing and local SEO techniques, they can strengthen each other. Small businesses can quickly get found on search engines using local SEO techniques. Registering your business with search engines allows them to link your business to a specific location, a website, and information about you and your keywords.
These search engines tell people where the nearest pizza place is. But why can’t they use this information to help them find local tech companies, temp agencies, caterers, or other B2B businesses? Registering will help you climb the ranks and cement your business.
What is a Local Business?
Not all businesses are eligible for Google’s local business guidelines. Google must have a physical address and a face-to-face interaction before they will consider you a local business. Similar procedures are available on Bing.
Let’s use a medium-sized company for reprographics as an example. Reprographic companies can do large-format copying or document management. Architects and builders contractors primarily use these companies. Most have a physical location for pick-ups and can make large copies for the general public, such as signs and banners.
Our hypothetical company is, therefore, in compliance with the guidelines. The company has a street address with which people can visit to do business. It also works face-to-face. Our fancy copying company could not be eligible for local SEO features if they only accepted phone orders and sent out all finished copies. They could use local content.