Content Writing for your local business

25 Sep


Malaysian local businesses often find themselves in an increasingly competitive SEO environment. For example, many big businesses have large sites with a high number of inbound links, and these sites have local branches, offices, or stores that compete for search traffic with smaller, regional business.

This is an important consideration, given the adoption of mobile technology for driving localized searches like Google Malaysia. When consumers are using mobile devices, they are also more likely to be conducting local searches, and that traffic drives leads and sales.

Competing with the larger web players may seem like an impossible challenge, but it’s not. For instance, many local businesses enjoy a deeper knowledge of a community than larger, regional or national level. To generate viable, organic search traffic, and help reinforce their brand value among their community members, local businesses must learn to leverage these unique community perceptions, as well as their local search engine.

Blog content is a perfect tool for doing this. But it only works if that content is tailored to impact local search engine results and nurture a local audience. Here are eight tips for doing just that.

1. Identify your local search queries

Before optimizing your blog content, you’ll need a keyword strategy targeted to your locale needs. Specifically, you need to find out what local keyword queries are driving traffic to your site, how those queries deliver value to your business, and whether you are driving the kind of local traffic you need to impact results.

Let’s use the example of a local photo studio. You may look at the keywords in Google and find that the majority of your site traffic comes from branded keywords (i.e., keywords that include your studio’s name). However, you might find a handful of visits for terms like “Penang Photo Studio,” “Penang photo shop,” and possibly even some longer-tail terms such as “Pulau Pinang Studio Photo”

Analyze your traffic and see if these more localized terms accurately describe your business. Are all your services being associated with the locations you are serving? Are all the locales you serve appearing in the organic keywords you use to drive traffic to your site? Alternately, you might simply try revising your keyword strategy to focus on increasing the percentage of clicks you receive for these queries.

2. Link your products/services with your locale in your posts

When we check local blogs, we frequently find that these blog posts often don’t target the kinds of searches their customer’s use, especially for businesses where locale is important. Often, the products and services aren’t optimized for local search. Even more often, the posts aren’t “localized.”

If you want to impact a search such as “Penang Photo Shop,” a blog post that gives mentions Ah Chong Photo is good. However, it would be better if the post also associated with “Penang.”

Don’t go crazy with this tactic by spamming the term! Not only will Google identify it as spam, but your readers will as well. Think of your keyword strategy as a way to reinforce a theme that connects your products and services to the city you serve. Use it carefully, leveraging SEO writing best practices as appropriate.

3. Influence local events

Many businesses fail to benefit from on easy opportunities to develop valuable content based on their participation in local event within their community.

Consider the example of the local photography studio again. Perhaps they sponsored a photo contest in Penang. The local photo studio could announce their sponsorship on the blog, and note its Penang location. The post could go further, discussing how Ah Chong photo studio complements the contest.

After the event, the blog could share pictures of participants, noting any that currently attend photo studio work at the Penang Photo studio. Here again, you are reinforcing your long-tail keyword “subjects.”

Other SEO benefit related to sponsoring local events is the opportunity to gain quality inbound links. Frequently, we audit sites and find links from competition, live events, or business associations that have high domain authority to local businesses. If you sponsor a reputable event, make sure you get a back link.

4. Feature local subject beyond your business

Many blogs reasonably focus on what we call “the business at hand,” which is the business and products or services it offers. But good things can happen when that focus is shifted outward, to other people within the community.

Let’s go back to our local photo studio. Perhaps the business owner refers people to local photographers, or a freelance photographer. Featuring these other service providers in your blog content is a great way to capture related searches within the health and wellness category in which your photo studio resides. This can be done in a number of creative ways. The studio owner can interview the photographer, for example, asking questions about how photographers make money during their spare time.

Benefits of this content approach are like:

  • Local search results can impact by mentioning the interviewer and interviewees’ locations and services.
  • Both businesses are offering valuable content to their potential clients, and expanding their relevance to their customers.
  • The brand of each business is prominent within the content.
  • Both businesses can link to each other, shoring up their domains’ authority.

5. Participate in your community and share your activities

Blogs are great ways to promote the involvement of a business (or its staff members) in their local community. Additionally, promoting these topics can extend audience awareness of a local business by leveraging local trending topics. A blog post focusing on an upcoming meeting in the local neighborhood can not only help raise awareness for the cause by promoting it to the blog’s readers, but it can also raise awareness for the local business by capturing searches related to the local topics.

6. Share your blog content via social media

Promoting blog content via social channels is a basic content marketing tactic that is often ignored. Promoting blog posts on Facebook and Twitter gives your local content the opportunity to be exposed to the extended network of your clients and customers. Plus, it reinforces your business and brand’s authority and relevance while it ensures that your content gets maximum reach.

7. Write for your audience

Local SEO is important; however it’s just one part of your site’s performance. A blog can impact many other traffic segments, such as returning visitors via direct traffic, social referrals, and new visitors via inbound links. Make sure you write blog content that keeps potential customers engaged and returning to your site. For example, write posts that your audience might want to share via social media, or that could be used to refer potential customers to your business. If you offer a new product and service, make sure your existing customers know about it.

Overall, blogs are great publishing platforms, primarily because of their flexibility. For businesses that service local markets, they are a viable tactic to impact local SEO and nurture a local audience. Make sure your content marketing is made for your local target market.

Ever need some help in writing for your local target market? Malaysian Content Writer is a well know expert in Local SEO writing for local Malaysia businesses. Talk to us or drop us a mail today to find out.


One Response to “Content Writing for your local business”

  1. Xuyen Tram October 3, 2013 at 8:20 pm #

    Reblogged this on Xuyen V Tram.

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