SEO - Search Engine Optimization

The Best Types of Content for Local Businesses: Building Geo-Topical Authority

Last Updated: April 18, 2017

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Posted by MiriamEllisQ: What kind of content should a local business develop?A: The kind that converts!Okay, you could have hit on that answer yourself, but as this post aims to demonstrate: There are almost as many user paths to conversion as there are customers in your city, and Your long-term goal is to become the authority in your industry and geography that consumers and search engines turn to.Google’s widely publicized concept of micro-moments has been questioned by some local SEOs for its possible oversimplification of consumer behavior. Nevertheless, I think it serves as a good, basic model for understanding how a variety of human needs (I want to do, know, buy something, or go somewhere) leads people onto the web. When a local business manages to become a visible solution to any of these needs, the rewards can include:Online trafficIn-store trafficTransactionsReviews/testimonialsClicks-for-directionsClicks-to-call Clicks-to-websiteSocial sharingOffline word-of-mouthGood user metrics like time-on-page, low bounce rate, etc.Takeaway: Consumers have a variety of needs and can bestow a variety of rewards that directly or indirectly impact local business reputation, rankings and revenue when these needs are well-met. No surprise: it will take a variety of types of content publication to enjoy the full rewards it can bring. Proviso: There will be nuances to the best types of content for each local business based on geo-industry and average consumer. Understandably, a cupcake bakery has a more inviting topic for photographic content than does a septic services company, but the latter shouldn’t rule out the power of an image of tree roots breaking into a septic line as a scary and effective way to convert property owners into customers. Point being, you’ll be applying your own flavor to becoming a geo-topical authority as you undertake the following content development work:Foundational local business content developmentThese are the basics almost every local business will need to publish.Customer service policy Every single staff member who interacts with your public must be given a copy of your complete customer service policy. Why? A 2016 survey by the review software company GetFiveStars demonstrated that 57% of consumer complaints revolve around customer service and employee behavior. To protect your local business’ reputation and revenue, the first content you create should be internal and should instruct all forward-facing employees in approved basic store policies, dress, cleanliness, language, company culture, and allowable behaviors. Be thorough! Yes, you may wear a t-shirt. No, you may not text your friends while waiting on tables. Customer rights guaranteeOn your website, publish a customer-focused version of your policy. The Vermont Country Store calls this a Customer Bill of Rights which clearly outlines the quality of service consumers should expect to experience, the guarantees that protect them, and the way the…

Source: The Best Types of Content for Local Businesses: Building Geo-Topical Authority

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About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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