THE SECRET TO USING LOCAL CONTENT TO BEAT THE BIG BRANDS
What’s sad is that it is not difficult to find answers to these problems. In fact, the answer to it can be summed up in a single phrase; a small business owner should think globally, but take actions locally.
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Small business owners are at a loss how to handle content marketing. These are the main problems that they are usually faced with:
What to write about
How to rank in local search engine results pages
How to use social media properly
Where You Should Focus
Like many small business owners, you are probably concerned about ranking at the top of local SERPS. While that is really something that you should pay attention to, putting all of you efforts to that aspect of marketing can cause you to lose sight of other things that you can do.
You could be trying to rank for keywords where the competition is too intense, while ignoring simple things that you can do. Things like ensuring your citations are accurate, getting good reviews on other sites, and updating your Google My Places.
These are things are all easy to do and yet they can bring in real results. Remember that at the end of the day, your ultimate goal is for people to recognize your business from the SERPs and click on your link.
In some cases, business owners do not create pages that are local specific. This is a huge mistake because that sort of page has the potential of capturing a large amount of traffic. Making all these mistakes could mean giving your competition the opportunity.
As a small business, you should aim to snatch away opportunities from the competition. You can and you should use your local knowledge in order to do that.
Using Local SEO
Small business owners are missing out on the opportunity to do well in local search. While big brands have the resources to dominate local search, they do not really spend their resources in creating local-specific content, which leaves a door for small businesses.
It is a sad fact that small brand owners do not bother to craft good content. They feel that it takes up too much time and that it is too complicated. But creating good content is not that difficult. Being local experts, they have a voice and knowledge that people would actually want to read.
Small business owners should realize two points:
Local offices of big brands can steal customers.
The ability to rank in SERPs is directly proportional to the size of the service area of a business.
But they can counter those two points by using content that is focused on a specific location, using personalization and knowledge that only a small business can have.