Local lead generation matters because it sustains steady revenue. It works by using organic local SEO strategies that keep producing leads long after ads stop running.
Some strategies seem obvious, like Google Business Profile optimization. Yet many businesses overlook the power of content marketing.
You may assume that not every business benefits from local blogs or landing pages. But we have helped pest control companies generate over a million dollars in revenue through consistent hyperlocal content.
Local content is not limited to blogs. Location pages, optimized parent content, and guest posts are all strategies that drive growth in both traditional search and AI-driven search platforms like Google’s AI Overview, ChatGPT, and Perplexity.
This guide explains seven ways to use local content on your website. Each one can improve rankings and strengthen customer engagement.
1. Use Geo-Specific Markers
While your brand name may have some local recognition, search engines and AI are not going to be able to find you unless you tell them exactly where you’re located.
When developing content and on-page SEO focus for local service-based businesses, the first step is to optimize content with local geographic information that clearly indexes your site for local searches.
Put geographic information, such as your address, city, or region, across important SEO components, such as:
- Website headers and footers
- Location/service pages
- Title tags/meta descriptions
- Google Business Profile
- Social media bios
- Service page content/top nav pages
- Blog content/educational material
For example, a local pest control company based out of Scranton will optimize its title tag to reflect this:
- Expert Pest Control Scranton, PA | (Brand Name)
This helps boost local SEO rankings, so that your name will be near the top in local search results.
2. Build Location-Specific Landing Pages
Clients with multiple locations will benefit immensely from having individual webpages for each location. The links to each webpage should be available on the central site, with parent pages for county pages or different regions if you have a wider service network.
Be sure to link these pages to any Google Business Profiles you have to help them rank for local Map Pack searches.
Location pages have the opportunity to rank for local geographic searches or “near me” in the organic SERPs, serving as an essential source of traffic.
3. Address Local Pain Points
As a local business, you have unique insight into the problems and solutions your customers demand. Use these pain points in content to make your business more relatable and to help it rank in local searches.
For instance, a financial advisor in a small town, whose core customers are middle-income families with young children, might have blog posts such as:
- “Day Trip Ideas in [City, State]”
- “Kid-Friendly Summer Activities in [City, State]”
- “How to Help Your College-Bound Child Create a Budget”
The more local the content, the more engagement you will receive.
4. Collaborate with Other Local Businesses
Pushing out blog, social media posts, and newsletter articles regularly is a challenge for even the most prolific content creator.
One way to keep the well of content ideas flowing is to take a step back and allow contributions from others. Enlist the help of representatives from other local businesses as guest bloggers.
This is a great way to get different perspectives from fellow industry leaders on the same topic. A small-town financial advisor might get a guest post from their insurance agent talking about the importance of life insurance.
The guest blogger can share a link to the post on their website and/or social networks. Or, seek out guest blogging opportunities for yourself with affiliate businesses, which will drive traffic to your website and social media platforms.
5. Encourage Customer Feedback/Engagement.
Word-of-mouth referrals may sound old-fashioned, but they are still the single most effective way of getting customers through the doors of any type of business. These days, the “word-of-mouth” referral has gone digital by way of online reviews and testimonials.
Businesses should encourage customers to share their stories of a positive experience with others. Online reviews not only help potential customers in their buying decisions, but they also boost a company’s rankings in local Map Pack search results.
Some business executives include a blurb about leaving reviews in their email signatures or e-newsletter footers. But don’t limit it to testimonials on a business’ website. Encourage comments and reviews on social media platforms, vlogs, and other appropriate outlets. Positive reviews from satisfied customers are the best forms of marketing.
6. Engage With The Community.
Local businesses, especially the small, “Mom-and-Pop” operations, are the heart of the communities they serve. Although it’s great to tout your business as “community-minded” or “focused on our friends and neighbors,” those words should be more than a tagline – they should be a reality.
So get out into the community and use your involvement as a way to promote your business through your content. Sponsor sports teams, participate in fundraisers, sit on boards of local organizations, and of course, promote happenings in the community through your social media or old-fashioned flyers and event posters.
By getting out of the office and into the neighborhood, so to speak, local business owners get an even better understanding of their customers’ needs and challenges, as well as the biggest issues facing the community at large.
This can lead to opportunities for partnerships to work together to tackle some of those issues. Document these efforts every step of the way so others can see what’s being done.
7. Create Content That Stands Out Locally
A local business knows its market best and should understand the best way to reach that market. Who are the customers? What is the most effective way to write and promote your content?
Don’t feel the need to use the same marketing methods others use—one of the biggest advantages for a business in a small market is the ability to be creative and develop the methods that work best for you.
Whether it’s frequent social media posts, embedded video, vlogs, a company mascot whose image appears throughout your marketing, or something else entirely, use different methods to truly stand out from your competitors, even those on a local scale.
FAQs
How can I optimize my website for local content marketing?
Start by including your service areas in page titles, headers, and meta descriptions. Create location-specific pages if you serve multiple towns or neighborhoods, and regularly publish blog posts addressing local problems or events. Consistently update your Google Business Profile with accurate information, photos, and posts.
What types of content work best for local audiences?
Content that solves local problems or highlights community engagement is most effective. Examples include neighborhood guides, seasonal service tips, client success stories, event sponsorships, or even short videos about local challenges. The key is relevance; your audience should see value specific to their location.
How can customer reviews support local content marketing?
Reviews act as both social proof and content. Positive reviews improve your search rankings and influence potential clients’ decisions. Highlight reviews on your website, social media, or in email newsletters. Turning reviews into mini case studies can provide even stronger, localized content for marketing purposes.