to use authority content specific to a location for SEO

Brands that people know, trust and like are the ones they choose to do business with. These factors become more important as the investment increases.

To build lasting relationships with your customers, you must first earn their trust. Find out how you can achieve this with SEO location-specific content.

While the articles in this article focuses primarily on real-estate brands, they will also help businesses that are located at specific locations. )

What kind of local content is worthwhile?

At least five local brands or agents are well-known. Ask a question about real estate on Facebook or Twitter and you will be inundated with offers from agents.

How many of them are annoying? They push content, but don’t engage in conversation with clients to earn those relationships. How many are reliable?

Websites for real estate and many brands of home services are usually sources of good content. They offer generic, regurgitated, and generic information.

The SERP gives users the same listings of properties, products or services and calls to actions as any other website.

The real estate market has always been fiercely competitive. The recent changes in interest rates and house prices have complicated the situation.

Our agency spends a lot time testing campaigns to find out what works. This helps us keep the phones ringing for our clients without wasting valuable time on strategies that do not convert. We know one thing for sure: you have to be where your clients are.

Content that is unique and sets you apart will help you stand out from your competitors and attract the attention of Google.

First, let’s see what content is really worth your time.

Location pages and blog articles are two of our best performers.

The differences between the two are often overlooked. You want to use both of them for their distinct benefits

• Page de localisation : Information about the location, such as general information, popular destinations, points of interests, activities and top destinations.
• Blog Post Unlike the content of location pages, blog posts need to be specific, timely and relevant. Write to the audience that you are trying to reach. You can show your audience you are the local expert on the hot topics and what is happening in the region. Locals and tourists will appreciate the immediate benefits you can provide.

The majority of real estate websites have automated listings that are similar to every other site’s location pages. You can do better.

Creating outstanding location pages

The location page is a great way to provide valuable information that will always be relevant about a particular area. Here, you’re not selling just a house but the entire community.

Include demographic information, schools, cultural activities, amenities and other relevant information.

Tell them if the location is urban or rural and tell them about its unique personality. What makes this place different from others?

You can become an expert in a particular area by using the location pages.

This will help you build trust when your audience is ready to buy a house (or use whatever service that you provide in the area) or choose a location.

This will also prevent them from leaving the site to look for this information elsewhere.

You can save time by helping your buyers to narrow down their preferences when it comes to showing them properties.

Bonus benefit You can link to blog posts that focus on specific information pages in order to offer additional value to visitors.

Writing great blog posts

Search engines and site traffic/conversion assist with great blog posts.

Content briefs are a great way to make sure we stay on track with our original goals and that all bases are covered.

Use the data from location-based searches in Search Console to create a content strategy for your blog.

The “best of” or “top” lists that are created for communities and neighborhoods, the guides that include reviews of restaurants and fun activities in the area, as well as timely information such festivals and holiday events, have all been successful.

Use great images and the latest SEO best practices.

At the end of 2012, we began creating blog content for one client. Here are some of the results.

When we began to increase local blog content, the number of non-branded queries about location increased significantly. What relevance does this have to their real estate business or service?

The brand is being introduced to the audience, the content they are receiving is appealing, and the audience trusts the brand as an authoritative source of local information.

What do you think the person will call to find a buyer for their house?

Use existing content

A client uses an evergreen blog article that includes an interactive map of local events for their city, updated every week.

The brand will be known, liked and trusted by everyone in the community.

This blog is the most popular URL on their website. It is ranked well, performs consistently and has become the local authority for “things to see in” that particular town.

Does it lead to direct conversions of real estate? No.

The first time someone visits your homepage, the one post on Facebook, or the generic listings feed are not enough.

Most home services and large investments like real estate rarely convert the first time.

Spend time nurturing your audience to build a solid authority reputation in your local community.

You’ll soon earn the personal endorsements of community members who will have a greater impact on potential buyers.

You can build pages without waiting.

You don’t need to panic. I’m not saying you can’t create any new content. You may not be ready yet.

New pages can help your website as much as new towels would help this 1980s bathroom.

It’s a waste to create new content if you don’t have your home in order. It’s pointless to install a beautiful kitchen if you don’t have a walkway leading up to your front entrance.

Create strong, reliable paths to ensure that the content you produce is accessible, useful, and helpful.

Clean up the existing content on your site before you worry about adding new content. Before you add new content, clean up your existing site content.

Use analytics to determine what works well on your website and where you can make improvements.

Do not be afraid to remove, merge, delete, unpublish or edit posts or pages if you find that they are no longer relevant.

This will make people nervous until their rankings and traffic increase. Decluttering is just as important for staging your home.

Measure, update, evaluate, and adjust

Change is the only constant in SEO. As things change, you will need to update your website’s structure and content.

Remember the dusty rose and blue color scheme from 30 years ago? How about the fact that nearly all American kitchens had geese on their walls?

What worked in 1993 won’t work in 2023.

Content for your website will never be left “set and forget”. Tracking and measuring the results of all your efforts is essential.

Measure, evaluate, and track your success. This cycle will guarantee success in both the SERPs as well as your conversion rates.

You’re ready to add new content

Plan your strategy. Create a brief content description for each post or page to help you prioritize and ensure that nothing is missed.

• What are the gaps in your knowledge?
• What new work can you produce to enhance your current work and add value?
• Where are you outperforming your competitors?
• Where can you gain a competitive edge?

You want to go everywhere that they are, and also be where they’re absent.

It is very similar to the framework used by our agency for new blog posts and pages. Create a brief content outline that suits your brand and its individual needs.

Video Incorporated

Add videos to your pages and posts to increase visibility and conversions.

Video can give you an edge over your competition. You don’t want to cut corners and be cheap.

Stay connected

Keep in mind your previous clients.

According to the National Association of Realtors, only 53% of home buyers used the same realtor to buy their next home following a previous home sale.

What is the largest gap?

Ageing demographics are moving further away from their agent, unaware that they can still offer great service at a distance.

Use email marketing to keep in touch with clients and build strong relationships.

Repurpose your content for social profiles, blog posts and emails to reap multiple benefits.

What and do

Do not rely too much on AI. Don’t give AI the keys to your content.

AI is only smart as intelligent as the data it receives. ChatGPT, and other AI platforms, are not always accurate.

ChatGPT has fabricated answers to questions in some cases.

Verify the information before publishing it. Remove any incorrect information or verbiage that is not serving your audience.

You and your competitors will receive the same information. You will either be able to stand out from your competitors or you’ll fall behind.

The first time Search Engine Land published the post Use location-specific authority to improve SEO, it was on Search Engine Land .