How Local Content Can Boost Your Google Rankings:
Last month’s article discussed Google’s Service Area businesses, avoiding Google suspensions, and briefly introduced CAT (Content, Authority & Technical). In some recent research, we found that 61% of “Local Map” ranking factors are down to the strength of the website across Content, Authority, & Technical ranking factors. This month, we will share the most essential part of sales to your customers and how the C in CAT will boost your SEO and sales conversions.
The Importance of "Local" Content for Ranking
This month’s main image shows the percentage of ranking factors for both your Local Map Pack and how your website performs on Google’s organic search “SERP” pages. The research shows that content accounts for just 15% of ranking factors in the map area. Conversely, content accounts for 35% of ranking factors on Google organic search.
Although Google makes it easy to update your Google profile with pictures and videos, there is only a little room for written words other than creating a short post via the update section. So to help choose the top 3 businesses to display on its “Map Pack” Google will look at the Content, Aurthority, & Technical SEO factors of each business in the “Local” area by looking at their website.
Why You Should Ignore Blogging Advice
I argue against the standard advice that every small business should blog regularly. For local plumbing and HVAC companies, blogging isn’t the most efficient use of your time or money! It may sound against the grain of standard advice, but pouring countless hours into writing generic blog posts won’t necessarily boost your Google rankings for the customers you want to attract.
Generic blogging may get you website traffic, but most likely, that traffic is from across the UK rather than the local people to whom you want to offer services.
Instead, your focus should be on developing the “Sales” content that explains what you do in the local area, case studies from the local area, what’s included in your quotes, and the services and products that you offer, improving your sales conversions and signalling to Google that you have “Topical Authority” for local search queries.
Content & Topical Authority: What It Means for Local Businesses
A key concept in SEO is “Topical Authority”. Simply put, the more Google sees you as an expert in a specific topic (Portsmouth Plumbing, Bristol Boilers or Heat Pumps in Huddersfield), the higher you’ll rank for related searches. For local businesses, this means creating more “local” content than your local competition, which should not put you off trying. Your competition is not BG, Boxt, or local estate agents with a marketing team on payroll. Your real competition is other busy plumbers who you can outrank by following these articles!
So, how do you build topical authority?
Instead of wasting time on broad, national topics, your content should speak directly to the people in your service area. For example, you might create a page about “Emergency Plumbing in Portsmouth” or “Heat Pumps in Huddersfield” By addressing specific services in specific areas, you’re showing both Google and your potential customers that you’re the “Topical Authority” in their area.
What's Next? Authority and Technical SEO
Next month, we’ll focus on the other two pillars of CAT: “Authority” and “Technical SEO”. We’ll explain the safe way to build online authority and the quickest way to boost your website’s technical performance, which can help boost your rankings even further.
In the meantime, start by reading through your website’s content. Is it targeted enough? How many times do you mention your local town, city or county? How many pages have you focussed on different types of services for Plumbing, Boilers, Heat Pumps & AC Units or the products/ brands you offer? Remember, creating short, relevant content is far more valuable than endless blogging. Finally, check out the FREE SEO report over at the new Digital Toolbag website!
Download your FREE SEO report in 30 seconds and learn more articles about websites & SEO at Digital Toolbag.
Tom Lee-Zmuda
Hey buddy. My name is Tom, a former heating engineer turned marketing Jedi. My team and I specialise in helping local HVAC and Solar business owners dominate Google and sell their most profitable services. We are committed to building the best ROI through local SEO, kick-ass websites & sales communications that attract, sell and keep your best five-star customers.
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