Local SEO Content Optimization (rivaliq, 2015)
Local SEO Content Optimization

If you want to rank on search engines for lots of keywords content is King. You need to care about local SEO content optimization. There really isn’t any way around it – if you are serious about leveraging digital marketing to drive traffic, leads, and sales into your business you must learn how to effectively write compelling (interesting, useful, resourceful, engaging) content.

At LSEO we’ve built a team of content writers led by content marketing rock star Ron Lieback who has been published in major publications including Inc. Magazine, Forbes, Huffington Post, and many more. We can help with your content marketing needs.

At the same time we know you may want to turn yourself or your small marketing team into a local SEO content optimization machine. Great! We are here to help for free!

That’s why we are happy to share with you:

Content Marketing for Small Businesses
Content Marketing for Small Businesses

10 Secrets to Producing Loads of Fresh Content Through Strategies Google Loves

This section of the LSEO website is dedicated to helping you become a local SEO content optimization maven. Yep – that’s right. We are going to share with you our very best tips for how to create lots and lots of content Google will love (and you’ll rank higher and for more keywords.

In this section you will learn Google loves content that other people link to, Wow Google by starting a blog, creating an A-Team of bloggers to write, and including guest bloggers, user generated content can by far be the best type of content in the eyes of Google, publish a list of frequently asked questions on your area of expertise / industry and publish your expert answers on your website or blog, create and share white papers and education research, create infographics to share on your website and social media, produce video, post it to your site, enable commenting, and post a script of the video content, create a weekly or monthly content series, interview interesting people, and create a resource center.

Here you go!

Content Secret #1 – Google Loves Content that other People Link to.

Google can’t read. Well – at least Google can’t objectively make an accurate judgment about the true quality of content. Therefore, getting other websites to link to your content is a surefire way to convince Google that it’s great content that should be ranked at the top of the search results.

Content Secret #2 – Wow Google by Starting a Blog, Creating an A-Team of Bloggers to Write, and Including Guest Bloggers

Google loves fresh, unique content. What a better way to rank in the search results for all kinds of new keywords then by writing lots of fresh content! As mentioned throughout this book you need to launch a blog. One way to ensure the blog puts out fresh content on a regular basis it to build your blog team to as large as you can. Indeed, just about everyone on your team has something to say and could leverage your blog to share insights and subject matter expertise. It doesn’t matter the person’s position in the company – readers relate differently to a diverse group of authors. One way to supplement your internal content strategy is to allow guest blog posts. In fact, you can even create a button or ad some copy to your website or blog that says “Interested in blogging on this website? Submit at least three examples of recent work to yourname@yourbusiness.com and we’ll be in touch within 24 hours with an assignment.

Content Secret #3 – User Generated Content Can by Far be the Best Type of Content in the Eyes of Google

There are a myriad of ways to promote the creation of user generated content on your website, including allowing commenting, interactive Q & A, rating systems, widgets / games / quizzes, public editing system (think Wikipedia and Crunchbase), and more. Keep in mind that you will need to moderate user generated content to eliminate spam, but focusing on how you can crowd source content is a brilliant and tested way to build lots of fresh content.

Content Secret #4 – Publish a List of Frequently Asked Questions on Your area of Expertise / Industry and Publish Your Expert Answers on Your Website or Blog

Would you like to position your website as the de facto resource for expert content in your profession or area of expertise? One of the best ways to produce fresh content is to answer questions to the most common (and not so common) questions that concern your profession. With customers in your storefront constantly asking similar questions and as you read-up on industry articles that pose provocative questions you will never be at a loss for new content. A Q&A section will allow you to develop and convince Google of your authority and authorship. Google loves leaders and Google provides incredible rewards to those businesses that produce the best and freshest content. A Q&A approach is one way for you to coordinate and collect new questions and answers. Make sure to make it really easy for visitors of your website to ask questions! Place an “Ask the Expert” button prominently on your site and make sure you link to it from directory websites like ReferLocal and Google+ Local.

Content Secret #5 – Create and Share White Papers and Education Research

White papers are deep dives into a particular subject matter and often include data or research that you’ve conducted (or paid someone to conduct). Presenting education research is similar to developing a white paper – the goal is to present information, typically in the form of educating the reader on a particular subject matter. For instance, the “Top 10 Most Common Forms of Personal Injury Liability,” “State of the Pizza Industry in Northeastern, PA,” “Surprising Findings on Male versus Female Consumption of Chinese Food,” “How to sheetrock your home In 10 steps,” How to conserve water by showering with energy efficient products,” “How to avoid rodents and pests from ever entering your house in the first place,” etc. Note that white papers and education research tend not to be direct sales documents; instead, white papers and education research are indirect forms of sales. Regardless, Google absolutely loves ranking white papers and education research content high in the search results.

There are practically unlimited topics that you can write about. In addition, you can put together simple questionnaires that you can distribute to your customers to learn more about their habits. The findings can be interpreted in many ways and serve as a basis to a white paper.

Content Secret #6 – Create Infographics to Share on Your Website and Social Media

As mentioned in Chapter 5 on “Link Buidling Tips,” Infographics are a form of content marketing that attempt to make complex ideas or topics easy and visual. If you are a services business you can create a series of “how to” infographics. If you sell products you can create infographics around ingredients or parts that go into making your product. You can have fun with infographics and deviate from your specific profession or area of expertise. For instance, if you have a particular hobby (you are a Star Wars fanatic or can’t watch enough of NBC’s the Office) you can put together fun infographics visually representing the various Storm Troopers from the first Star Wars Trilogy and what role they played in the series or you can put an infographic together showing the history of the cast (past versus present) of the Office.

Perform a Google image search, located at www.images.google.com, on “infographics” to brainstorm ideas.

Content Secret #7 – Produce Video, Post it to Your Site, Enable Commenting, and Post a Script of the Video Content

Google loves video because it engages users on your site (they stay longer and they tend to return more often – two things Google loves). Google also loves fresh content so why not produce videos and then transcribe those videos into a script that you post to your website. Make sure to enable commenting (works especially well for blog content) since videos tend to drive considerably more interaction and response than text alone. Enough said.

Note that you can also post an audio recording with a transcript, but since video is so easy to produce and provides both visual and audio it is recommended over audio.

Content Secret #8 – Create a Weekly or Monthly Content Series

Your audience will keep coming back day after day, week after week, or month after month if you can creatively build expectation that you will deliver valuable content to them on a regular basis. For instance, you can create a weekly or monthly (depending on how many employees you have “Meet the [Insert Business Name] Interview Series.” Your audience will absolutely love to learn more about your staff, Google loves content, and you will be able to quickly produce and publish great content on a regular basis. Other ideas include weekly reflections on your industry, monthly “state of” type addresses where you look back on your business and share with your audience highlights, and pictures of the day / week / month (post the picture along with a story of what the picture captured). Content can be text, video, and / or audio – if you use video or audio it is recommended that you have the content transcribed so Google can read the text.

Be creative and don’t place limits on all the ideas that can result in an entertaining, engaging, eagerly anticipated content series.

Content Secret #9 – Interview Interesting People

People love to learn more about interesting people. One of the most brilliant forms of content creation is simply interviewing interesting people via e-mail, phone, or in person (use a video camera if you use an in-person strategy) and publishing the results on your website. You can start by interviewing interesting people with deep subject matter expertise in your particular profession. Note that interviews are a great link building exercise since most of the time the people you interview will be more than happy to link back to the interview. In addition, all of the content mentioned in this section is very worthy of social sharing, but interviews in general tend to get a lot of viral sharing on social networks like Google+, Facebook, and Twitter. Once you build up your following and credibility around conducting interviews you can shoot even higher and interview public figures and celebrities – have fun with it! Google will love you for it!

Content Secret #10 – Create a Resource Center

Google loves when you position your website as an authority. One of the ways to position yourself to be loved by Google is to produce a resource center that houses lots of rich educational content, links, and videos on a particular subject matter. The content does not need to be all yours (although the more the better) – it just needs to be a thoughtful and original compilation of resources. Strategically speaking, a resource center tends to have a more positive impact on your LSEO because it helps you organize and consolidate information (that’s sometimes harder to do on blogs) into a common theme, which results in a greater tendency to generate backlinks from others (people love to link to resource centers).

So when push comes to shove improving your search ranking in local results comes down to optimizing specific local SEO ranking factors. Here you’ll find detailed information on local search engine optimization ranking factors, including:

Local SEO Education:

At LSEO we take great pride in helping you execute your local SEO strategy – if we can help, contact us. If not we still want to help you.

Local SEO is a process that includes a series of steps. We conceptualize each step as a “Ranking Factor, which Google used to determine whether to rank your business over the competition. Optimize each ranking factor and you’ll be in the drivers seat. Click any of the links below to learn more about Local SEO.

Ranking Factor #1Google Business Listing Optimization (formerly Google Places and Google+ Business)

Ranking Factor #2Business Reviews (Quantity, Velocity, Sentiment)

Ranking Factor #3Local Link Building (Quantity and Quality)

Ranking Factor #4Content (Quality, Quantity, Resource Laden)

Ranking Factor #5 – Local Citation Management (Consistency of NAP Information)

Ranking Factor #6Social Media Signals (Size of Audience; Quality of Engagement)

Ranking Factor #7Avoid Negative Ranking Factors

Ranking Factor Bonus Small Business Local SEO Tips from 15 Top SEO Experts, including Bruce Clay, Neil Patel, David Mihm, Matt McGowan, Chris Boggs, Christoph Cemper, Marcus Tober, Matt Bailey, Andrew Goodman, Eric Enge, Thom Craver, Todd Malicoat, Fili Wiese, and Chris Boggs.

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