A little local knowledge could be your biggest asset
You’ll never win against the big boys, right?
Big brands have the cash, the expertise, and the advantage when it comes to search engine marketing – don’t they? Think again. There’s one BIG advantage which small businesses have to fight back against national and global brands: their local knowledge.
So how can that help your SEO?
You can use local content and share it widely on social media to help your business become the ‘go to’ local brand in your sector. Movements like Shop Local Saturday have shown there is a will among consumers to buy locally and support local businesses. People understand that keeping money within their local economy is a good thing for their area and supports local services. Sharing blog posts and visual content on social media helps to attract viewers to your website. A boost in traffic boosts the ranking search engines like Google will give your site.
What sort of local content could you create?
Look at analytics for your website and on your social media feeds and see what interests your followers. Twitter analytics, for example, will tell you a great deal about them – where they are, what subjects interest the gender split, and how they access your feed (via mobile or desktop devices, for example). Then look for local events you could feature in your content. Local sporting events like cycle races, half marathons, local Park Runs, football or rugby matches, could be great opportunities to create shareable visual content like gifs and memes, and to write useful, entertaining blog posts. If you’re a cycle retailer, you could write a blog post which gives 7 brilliant tips for bike maintenance, for example. You could wish your local football team well in a key match using a meme. Food festivals or music events are also great opportunities for some local marketing. You could write a post suggesting 5 bands to see or the must-have items for camping at a local music festival. Many events have hashtags or Facebook pages you could use to spread the word.
Share interesting facts
Any insider knowledge about an area is a good starting-place for your content. Share some local history which isn’t widely known – people love to discover things about their area. Pick out local landmarks and characters and tell their stories. You could create an infographic detailing interesting statistics about your town or city – the Office for National Statistics publishes useful date you could use as a basis.
Make it fun
Making your posts fun engages as many people as possible. You could use an app like Qzzr to create fun local quizzes, or you could post unusual images of local landmarks and ask people to guess where they are.
Getting people to engage with you is the aim. Ask questions and encourage people to comment. Like or retweet engagements from other people, and enter into conversations. If potential customers see you as local and approachable, you’ll have gone some way along the path of getting them to know, like, and trust you. They’ll be a step closer to making that crucial purchasing decision.