Copywriting for Local SEO

Copywriting is more than simply writing to have the right keyword density and improve the user- friendliness of your website. If you intend to rank locally, you're going to have to be more specific about the way you write.

Start with a killer marketing strategy

Even small businesses need a solid marketing strategy. Getting it right from day one is essential to avoid wasting time and money. Your strategy must be clear on who your potential customers are, how to relate to them, how to reach them and where they hang out, as well as what you're selling.

Your strategy should also create a clear-cut path to get people to pay for your product or service and eventually become loyal customers to your business. Last but not least, be sure to take an intimate look at the competition.

Key elements for local SEO copy

Make use of subheadings

Subheadings are useful for improving the readability of an article, because they make it easier for the reader to scan, and they will make it more engaging too. Most people won't read an article from the first word to the last and some won't necessarily read from the top down. Readers tend to scan or skim, focusing on specific sections. Subheadings make it easier to do this while providing you with more opportunities to include the keyword.

Include well-known local names

You can get a good boost by being highly specific with location. Include local names like well-known landmarks and towns. Doing this can help people locate your address more easily while making the article seem more realistic to the reader.

Use good titles

The title of your article should be considered first, even before you write a word of the main article. You have to be creative with the title as it needs to be catchy. If your title can catch the reader’s attention, they'll be more likely to not only click on it, but also read it with interest. Your creativity comes in when you need to add the main keyword. Avoid stuffing it in and try to add it in a natural way.

Maintain consistency with the keyword

The main keyword will also have to be included in the article, but it should be spread out evenly, preferably added in every paragraph at least once. However, this doesn't mean you should repeat the same word several times. Rather, use synonyms to get the keyword in as many times as needed without keyword stuffing.

Other SEO best practices to adopt

There are several factors that can affect how a website ranks, both on-site and off-site factors. Like you would for any other kind of SEO content, be sure to conduct in-depth keyword research to develop your keyword list. Work on building your social media presence, get registered on Google My Business and try to get listed on the directories that matter. Another important SEO strategy is getting other sites to link to you to help you build quality backlinks.

Don't hesitate to sell in your copy

As ironic as it may sound, many people are ashamed of selling or, at least, hesitate when they have to put their business out there. As much as you don't want to sound too pushy in your copy, you shouldn't be afraid to ask prospects for an order. As long as you have a service or product of value to offer, put it out there. If you don't, all the traffic you get won't amount to much of anything.

Great SEO can only go so far. It won't convert site visits to sales, your content will have to do that. Focus on highlighting the problem and then selling the solution. Throw in some social proof and be clear on why the readers should choose you.

Don't neglect the backend

Doing local SEO doesn't mean that you should neglect other aspects of important SEO. The backend of SEO is concerned with elements such as metadata. Remember local SEO best practices as you optimise your meta titles and meta descriptions.

Make sentences short and straight to the point

Meeting a word count is not an excuse for using unnecessary filler and connecting words. Brief sentences that get straight to the point make for a better reading experience. Also, don't use complex words that may be confusing or hard to understand.

Write unique copy for each page

Never use the same content from one page for another page, as doing so is bad for SEO. Also, avoid optimising more than one page for one keyword to prevent the pages from competing with each other.

Don't forget to proofread

Whether you're writing for local SEO or some other kind of content, proofreading is a must. You can't put out content that has grammatical errors or typos. You can have a third party look it over to be sure you didn't miss anything. It never hurts to be sure.


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