You’ve done everything technically possible to optimize your local landing page, ensuring:
- local landing pages follow SEO best practices
- relevant media and images are seamlessly integrated
- local maps are incorporated
- local listings are well managed
Every detail seems well executed. Yet one challenging issue remains – your pages need unique, locally relevant copy to rank well in search and then engage and convert customers.
Despite thorough search optimization, without compelling and original content (i.e. written text), top visibility and rankings can be elusive. Both Google and local visitors still value good, old-fashioned written copy. It’s crucial, especially for those high-converting and extremely valuable long-tail keywords. The timeless adage, “Content is King,” reminds us that high-quality copy is key to success.
Many local brand marketers have observed that since Google’s core algorithm update in March 2024, Googlebot has become more selective in indexing and ranking local landing pages. This shift has made it increasingly challenging to expect high performance from hundreds, if not thousands, of local landing pages that lack substantial main body content or contain duplicate copy.
How can your brand adapt its strategies to ensure local pages meet the new, evolving standards set by Google for optimal indexation, visibility and ranking?
In this post, we’ll tackle answering some of the top questions we often receive from our own customers to help break down what matters most for improving local landing page SEO.
Who are the local customers reading your web copy?
How well do you know your customers? It’s critical to understand their unique wants, needs, and preferences. For example, someone searching for auto parts might prefer their messaging in a different tone or format than a person searching for holiday cards for their relatives and friends. Therefore, your copy must resonate with your local customers’ objectives and needs to effectively engage them.
You need unique copy that Google values and rewards with high search engine visibility, too. Don’t worry about overusing specific target keywords; it can sound unnatural and is not user-friendly. For example, when optimizing for “lemon juice,” Google will recognize “lemon extract” as semantically related. Explicitly repeating one phrase won’t impact rankings and might be perceived as keyword stuffing.
Focus on creating valuable content for your audience, instead. Sometimes, this means using abstract phrases that describe your offerings but aren’t immediately obvious. For example, a brand retailer with an optical department should mention, “We also offer optical services and prescription eyeglasses.” This helps with long-tail keyword rankings.
Always keep your copy natural. Highlight unique experiences and services, explain why customers should choose your location, and use a conversational tone.
Including customer testimonials and reviews on your local landing pages or homepage builds trust and credibility. By focusing on high-quality, user-focused hyperlocal copy, you’ll achieve better search engine visibility and rankings.
Does word count matter for local SEO performance?
The short answer is no. In fact, a recent Google API algorithm leak suggested that short copy can rank well as long as it’s highly relevant to the user (although it’s impossible to know which parts of the leaked algorithm may currently be in use).
A good rule of thumb is to have at least 200 words of unique local copy. However, some web pages may be better suited to have 500 words of copy, especially if they are a brand retailer offering multiple products and services. This additional content can provide more detailed information, helping to improve both user engagement and long-tail keyword rankings.
What really matters is that your copy is unique to the specific location, which improves both user experience and SEO value. Instead of writing unnecessary “filler” copy, focus on expanding specific products and services to enhance long-tail keyword visibility. How do you know what matters to your audience in various locations?
Tap into the power of customer feedback by using technology to your advantage. Customers in every market are sharing their preferences, needs, and motivations in a massive amount of unstructured data across channels and platforms. These conversations are taking place in social media, emails, chat logs, call records, survey responses, local reviews, and more. We help brands cut through the noise and uncover valuable customer insights that can drive marketing strategy, product development, expansion into new locations, and more.
Learn more about how customer experience (CX) analysis works and how to unlock your brand’s Voice of Customer insights here.
What does hyperlocal content look like?
Check out this hypothetical three-paragraph hyperlocal copy example about a completely made-up surfing equipment retailer in San Diego. This example is 264 words long. Based on Rio SEO’s data analysis, we find this copy structure performs best for local brands. Insights are provided beneath each paragraph.
Intro paragraph with local references (1st paragraph)
The intro paragraph starts with positivity about the location along with its address (also hypothetical in this scenario). It includes local landmarks and cross streets to keep the copy unique to this particular location in a way that’s truly helpful to searchers. See below:
“Welcome to Pacific Fun Surf Gear, your ultimate destination for all things surf! Located in Del Mar, California, at 999 15th St., our shop is perfectly situated just a block from the beautiful Del Mar Beach. You’ll find us conveniently nestled between the iconic Del Mar Plaza and the bustling intersection of Camino Del Mar and 15th Street. Our vibrant location offers easy access to local dining, shopping, and stunning ocean views. Whether you’re a seasoned surfer or a beginner, we provide top-quality gear and accessories to make your surfing experience unforgettable.”
Products and services details (2nd paragraph)
“We offer a wide range of surfboards, including high-performance shortboards, durable longboards, and versatile funboards, perfect for riders of all levels. Our selection features the latest designs from renowned brands, ensuring quality and performance in every wave. In addition to surfboards, we provide an extensive array of accessories, such as fins, leashes, wetsuits, and board bags, to enhance your surfing experience. We pride ourselves on offering personalized services, including board rentals, expert repairs, and custom shaping to meet your specific needs. Our knowledgeable staff is always ready to provide advice and recommendations, ensuring you have the best equipment for your skill level and local wave conditions.”
Mention the key services and products your location offers in the second paragraph. This helps your users better understand your location’s specific offerings and also is a positive SEO ranking signal for long-tail keywords (as long as these keywords are topically relevant to your location).
If your brand offers the exact same services/products in several locations, rewrite the copy using the same theme for each location page. This section is an opportunity to mention different departments in various locations, too.
Closing statement and call to action (final paragraph)
At Pacific Fun Surf Gear, we embrace the thrill of surfing and the joy of the ocean. Our dedicated team is here to equip you with everything you need for your surfing adventures. Our personalized services, such as board rentals, expert repairs, and custom shaping, ensure you have the best gear tailored to your needs. Visit us to experience our friendly atmosphere and find the perfect equipment to ride the waves.
The final paragraph is a closing statement with a call to action to visit the location. This leaves a lasting impression on potential customers, reinforcing the value and uniqueness of your offerings. A strong call to action drives foot traffic and fosters a connection with your local community. Highlighting your expertise, personalized services, and welcoming environment gives customers a compelling reason to choose your shop over competitors.
Local brands provide different services and products, and this copy may need to be shorter or longer depending on the location. However, it is important that the hyperlocal copy references the location details (landmarks and cross streets), the brand tone of the customer, and various products and services the local brand offers.
Does it matter where hyperlocal copy appears on a local landing page?
The simple answer is yes, this can have an impact. The location of the copy on a landing page can impact its effectiveness in Google Search. This is because Google’s algorithms pay attention to where the content is placed on the page, such as above the fold, and how information is spread out. Placing important content above the fold makes it more likely to be seen by both Google and users, which can boost your SEO. Ensuring valuable information is easily accessible wherever users scroll also enhances the overall experience and improves visibility.
Have your webmaster keep your hyperlocal unique copy fully extended for desktop users while providing semi-collapsed “preview” sections for mobile device visitors. Google will not devalue collapsed copy for mobile devices. However, Google may devalue hyperlocal copy for desktop visitors if it’s collapsed, so keep it fully visible. This way, essential information is always accessible and strategically placed, enhancing both the user experience and search engine visibility on all devices.
Will Google penalize AI-generated copy?
Google will not penalize AI-generated copy as long as it meets its quality standards and provides value to users. Google’s main concern is the relevance and usefulness of the content.
If AI-generated copy is well-written, informative, and relevant to the user’s query, it can perform well in search rankings. However, low-quality content that lacks depth can struggle to achieve good rankings, regardless of whether it is human or AI-generated.
It’s crucial to carefully read, review, and edit AI-generated copy rather than quickly generating and copy/pasting it. All brand content must be subjected to a comprehensive and consistent editorial review to ensure the copy aligns with the brand style and tone and is free of grammar errors, plagiarism, and other quality issues that can impact not only your SEO but customer experience and your brand’s reputation. Relevance and usefulness are key and well-written, informative, relevant AI-generated copy can perform well in search rankings.
Key takeaways
- Unique, hyperlocal content has value: Even with technical SEO, compelling and original content is crucial for achieving top visibility and ranking. High-quality copy is essential for user engagement, conversions, and search engine rankings particularly visibility for valuable long-tail keyword queries.
- Adapting to algorithm updates: Since the March 2024 core algorithm update, Google has become more selective in indexing and ranking local landing pages. Pages lacking substantial or unique content struggle to perform well.
- Understanding your audience: Tailor the tone of your copy to resonate with your local customers’ objectives and needs. Understand the voice of your customer, and write without overusing specific keywords to ensure it sounds natural.
- Content length: The exact copy length in itself should not be a top priority. It’s more important that each location’s content is unique to the location and addresses specific needs. A good rule of thumb is at least 200 words, with some cases benefiting from 500 words for detailed information.
- Placement: The location of copy on a landing page impacts its effectiveness. Important content should be placed above the fold and valuable information should be easily accessible throughout the page. Fully extended copy for desktop users and semi-collapsed “preview” sections for mobile devices are recommended.
- AI-generated copy: Google will not penalize AI-generated copy if it meets quality standards and provides value. Marketers should ensure AI-generated copy aligns with the brand tone and is reviewed and edited to maintain relevance, usefulness, and quality.
Creating effective hyperlocal copy for your local landing pages is essential for achieving top visibility and engagement. As you can see, the quality and placement of your content are critical factors that influence both user experience and search engine rankings. Adhering to SEO best practices, understanding your audience, and providing unique, relevant content can significantly enhance your local brand’s performance.
Additionally, while AI-generated copy can be a valuable tool, it has to meet Google’s quality standards and deliver the exceptional customer experience people have come to expect from your brand. Focus on these strategies to create compelling, high-value hyperlocal copy that drives traffic and fosters strong connections with your community.
Learn more:
