The content you publish on your website, business listings and social media all impact search placement. While local SEO software has simplified many processes necessary for online visibility, there is no substitute for high-quality, accurate content. Every word you publish, from your homepage to your Google Business Profile (GBP) description, serves as a signal to search engines, helping them understand the business and determine its ranking in local search results.
The Importance of Website Content in Local Search
The three pillars of local SEO are proximity, prominence and relevance. Publishing quality, location-specific content helps satisfy these factors, contributing to improved organic search placement.
- Proximity refers to the distance between the searcher and the business.
- Prominence identifies how established and reputable a business is within its local area.
- Relevance indicates how well a page satisfies the user’s search intent.
An example of this in action could be a city page you create for a business client. Within the main text, title, URLs and meta tags, you can incorporate geographically relevant locations and tightly clustered thematic keywords to help Google contextualize the page’s content. Including these keywords within accurate, high-quality content will enhance visibility across many search terms.
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