How to Create Location-Specific Content to Attract the Right Type of Visitors

In the late 90s and early 2000s,  getting high search engines ranking was quite easy. There was only one thing to do: stuff pages with relevant keywords whether or not the generated content made sense contextually. It was enough to have fluffy, hollow and grammatically incorrect content on a page as long as the content had several mentions of the targeted keyword.


For example, if a snow management company in Syracuse, New York wanted to rank high in Google, having several mentions of the phrase “snow removal Syracuse NY” would be enough. Content was created to speak to the search engines rather than real people. Content like this:

“This year, snow removal Syracuse NY is expected to be bad. If you don’t want to spend a small fortune on snow removal Syracuse NY, contact us at XXX Plowing, a snow removal Syracuse NY service. At XXX Plowing, we have the equipment, manpower and technology for snow removal Syracuse NY. To sign up for our snow removal Syracuse NY service, contact us today by clicking on the subscribe button below.”

In mere 71 words, “snow removal Syracuse NY” is mentioned 5 times. Today, the rules of search engine optimization have changed. Keyword stuffing is perhaps the easiest way for websites to get penalized. Don’t misunderstand the problem. It’s OK to create geo targeted content but you have to optimize the content in a way that it provides real value.

3 Ways to Create Content that’s Both High Quality and Relevant for a Specific Location

If you are marketing a local business, you want your website to attract the right type of visitors. To that end, your online content needs to be tailored for people looking for information or services related to a specific city or geographic location. As the Google search algorithm gets smarter and smarter every year, the role of quality content in how a website ranks up the SERPs has grown dramatically. Today, it all boils down to how much value websites provide for human visitors, not only robots.

1. Communicate Clearly

At the end of the day, the top search engines only want one thing: To offer users an excellent service. The focus of all search algorithms is to understand websites and rank them according to the value they are providing. Forget about keyword stuffing. Just communicate clearly. Before posting any content on your website, just ask yourself: “ Is this content helping my prospects in any way?” If the answer is yes, just go ahead and publish it. In any content you create, you should be clear and concise about what you do and where you do it.

2. Optimize Pages for a Specific Location, Not Posts

Keeping the example of “snow removal Syracuse NY”, there are two ways that you can try and insert yourself into the SERPs. You can make blog posts with titles like:

– How to choose a good snow removal service in Syracuse, New York

– How professional snow removal Syracuse NY can help you in winter

– 5 reasons to hire the best snow removal Syracuse NY service this winter

Of course, this approach uses blogging for the wrong purpose.  Blog posts are meant to provide news and entertainment to people and subsequently help you build a community around your business. Pages, on the other hand, are tools that you can use to describe your services, what you do and where you do it. So the following structure for a website is much better.

Page: Snow Removal in Syracuse NY

Blog post: This winter, let us do your snow plowing for you | 5 reasons for hiring professional snow removal help

Inside the page, it is also recommended that you maintain a hierarchy of information by clearly defining your H tags. H1 will be the main concept, H2 a sub paragraph and so on and so forth. In addition to that, to make your content relevant to a specific location, don’t repeat your geographical term several times across the page. It is better to only use it once or twice.

3. Optimize your Pages for Search

Optimize both the title and meta description of your pages for search. One mention of location in each one of them is optimal.

In addition to that, all pages on your website should feature your local address and telephone number. For this purpose, use crawlable text rather than an image to give the search engines valuable information about your location.

Embedding a Google map also provides visitors and the search engines with value information about your location. Offer a map with your local address or something related to the content you are publishing.

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