Copywriting tips to boost your local SEO

Whether you run an independent boutique, offer vital services, or want to connect with other businesses in your area, local SEO is a website must-have. By optimising your site, you can reach potential clients and customers nearby.

But what exactly does local SEO involve, and how can the right copy and content writing help attract more traffic to you?

We’re here to provide insight into the importance of local SEO and show you how to weave all-important keywords into your content so you can shine in your local area.

What is local SEO, and does every business need it?

You may already have a strong understanding of what search engine optimisation (SEO) is — the process of helping your website rank as high as possible on search engine results pages (SERPs), like Google. But what’s ‘local SEO’ when it’s at home? 

Well, this branch of SEO is all about appealing to audiences close to your business location. After all, if you run a restaurant in Cardiff, it’s all well and good getting website traffic from California… but unless those Californian searchers are planning a trip to Cardiff, the traffic is unlikely to translate to in-person custom. What you really want is to entice Cardiff locals (with fabulous taste) to check out your menu and reserve a table.

It makes sense that restaurants, bars, and shops with physical spaces need local SEO to increase awareness and footfall, but what about other business types? Optimising your website for local search can also be helpful for:

• B2C service providers who want to reach nearby customers. You might be a mobile massage therapist, plumber, solicitor, or accountant. Put simply, if your target customers or clients are in a particular area, it’s worth optimising your content for them.
  

• The same goes for B2B service providers. Even if you work with other businesses around the world, if you want to attract those nearby, too, then local SEO can be a big help.
  

Why do you need local SEO?

So, what is the real importance of local SEO? With 46% of search queries featuring local intent and 83% of consumers using Google to find local business reviews, it’s clear that shoppers are increasingly keen to support businesses near them.

There are a few ways that these optimisation techniques can improve how people in a particular area can find you:

1. Capturing ‘near me’ searches

Most of us tend to have our device location on at all times. This makes finding nearby places or services super easy. Whether you’re looking for breakfast pancakes or a barber, all you have to do is type your search query and “near me”, and search engines will deliver a flurry of results.

As a business owner, you can improve your chances of being within that results flurry with local SEO. A strong Google profile and optimised website will put you in prime position to be found by anyone in your vicinity searching for your products and services.

2. Increasing relevant traffic

When you're clear about your location, you can reach leads who are geographically relevant and more likely to convert. Some of the best ways to do this are by using location-based keywords, including maps, and incorporating other local SEO techniques like the ones discussed here today.

3. Reaching high-intent customers

What’s more, those searching for location-based or ‘near me’ services are generally quite far down the sales funnel. They know what they want and where they want it; now it’s time to choose the best product or service provider. If you can show up on their SERP and let them know that you’re a great option, they’re already on their way to becoming a customer or client.

4. Building trust and credibility

It's important for people to recognise your brand as trustworthy. This can be done by highlighting positive reviews and including clear contact details on your website, such as a local address and phone number.

They’ll know that you’re not simply a bot floating in the ether! Instead, you’re a real, tangible business with a human team.

5. Connecting with mobile searchers

Did you know that 76% of buyers who carry out a local search on a mobile device visit a nearby business within 24 hours? We might have our phones with us most of the time, but when we search for a specific product or service with a local search term, we’re usually out and about or very close to being ready to finalise the purchase. 

With this in mind, optimising your site with local SEO keywords can help you connect with those mobile users who are, again, a fair way down the sales funnel.

What’s the difference between on-page and off-page local SEO?

Just as SEO more broadly encompasses a whole host of on-page and off-page elements, a strong local SEO strategy requires various approaches. 

On-page local SEO is, quite simply, all about what is present to a visitor on your website, including your:

• Landing page copy

• Blog posts

• Contact information

Off-page local SEO covers the optimisation of information outside of your website. For example, your:

• Google Business Profile (GBP)

• Reviews

• Social media

• Backlinks

Local SEO tips — copywriting edition

As you can see, optimising your online presence with local SEO practices can help drive digital and physical traffic. There are a variety of techniques you can use to boost your local SEO — some content-related, and some on the technical side.

As professional copywriters, the written word is our bread and butter, and we’re pleased to have helped an array of businesses climb the SEPRPs and entice local customers.

Read on for local SEO tips you can incorporate into your landing pages, blog posts, and across your online content.

1. Research and include local SEO keywords

If you’ve read any of our other blog articles, you’ll know our views on how keywords can truly enhance your web copy.

Optimising for a local audience requires you to carry out some research on geographical search terms. Tools like Ahrefs, Google Keyword Planner, and Semrush are handy for seeing the search volume for certain words and phrases.

Start by finding your core search terms. Depending on your business, this could be “tarot reader”, “bed and breakfast”, “plumbing services”, etc. Then it’s time to modify them with geographical terms, creating long-tail key phrases. For example:

• Tarot reader Somerset; tarot readings Bristol; book tarot reading Fishponds Bristol
  

• Bed and breakfast Newcastle; bed and breakfast in Newcastle Upon Tyne; dog friendly b&b Newcastle Upon Tyne
  

• Plumber Cardiff; affordable plumbing services Cardiff; best plumber Roath; commercial plumber in Cardiff

These local keywords can be incorporated into your web copy strategy. Remember to weave them in naturally, avoiding keyword stuffing. 

2. Create an engaging (and optimised) Google Business Profile

Setting up a Google Business Profile is a great way for customers to find you in local search and map results, especially if your business is in a bricks-and-mortar premises. Adding a bio that incorporates your local SEO keywords and reflects your brand’s tone of voice (TOV) can engage readers. 

It’s also important to make sure your contact details and opening hours are listed and kept up to date.

3. Consider location landing pages

Do you run your businesses from multiple locations? No matter if you offer a service or physical goods, creating dedicated landing pages for each area you cover can boost your local visibility. 

4. Write for your local audience

With every blog post, landing page, or product description you write, try to ensure it will genuinely appeal to your intended customers. Think about how the local area shapes your business, and incorporate regional references or knowledge to highlight how you are a key part of the local community.

Local SEO content writing support from The Content Coven

Local SEO is easy to overlook, especially if you don’t run a bricks-and-mortar business. However, optimising your website, Google Business Profile, and even your social media for a local audience can have a great effect on your visibility, attracting customers and clients near you. 

We know that finding the time to carry out local SEO keywords, create a locally-optimised content strategy, and create high-quality web copy can seem like a bit of a mountain when you’re trying to grow your business. 

If you need a hand, we can take the copywriting off your plate. As a team of professional copywriters with years of experience in local SEO, we’d be delighted to have a chat to see how we can help you get the most out of your online presence. 

Feel free to take a look at our copywriting services and pricing, explore our previous work, and don’t hesitate to get in touch to have a chat.