This is part of the Digital Marketing Insights series -- featuring tips, analysis and recommendations from marketing experts on how to become successful online. Co-authored by Chris Rowe, owner of Jet DM.
Search Engine Optimization, or SEO, refers to optimizing a website so that it ranks highly on search engine results' pages, making it easier for users to discover. Local SEO , then, is the optimization process for local results -- if your business is in Salt Lake City, Utah, for example, then a focus on local SEO for Salt Lake means that anytime a user searches for your particular business type in Salt Lake City, your business's website is ranked as one of the topmost results on a search engine's page.
Content marketing, on the other hand, is essentially the process of creating valuable content that is designed to attract and engage the user, ultimately generating leads and sales.
While the two strategies are often talked about independently of one another, content marketing and a local SEO campaign often go hand-in-hand. Here are five ways to combine them for optimal results:
- Keep a Blog Keeping a blog is one of the most essential aspects of content marketing, and most businesses that have a strong online presence blog on a regular -- even daily -- basis. Search Engine Land even refers to the blog as the "secret weapon" for local SEO. However, while keeping a blog can be a great way to locally optimize a website for search engine purposes, and provide readers with great content, the effects of a blog can take awhile to come to fruition, and blogging requires a long-term commitment.
Google and other search engines use a business's NAP to categorize the business, which in turn helps the search engines find it when a similar product, service, or business's name is searched. When there are inconsistencies in the NAP, rankings can take a hit as a result. As such, go through all of your online content and make sure that your NAP is the same across the board -- even a misplaced comma in name or title, i.e., Law Offices of John Smith, P.C., vs. The Law Office of John Smith PC can have a major effect.