What is Localized Content?

Content localization has played a huge part in today's SEO process. Localizing content is when content is translated into the local language. While it isn't so simple with more complex topics, this is the basic premise.
It opens up a lot more possibilities when expanding to different markets. Most companies use this method to reach out to untapped markets.

10 Ways to Create Content for Local Search Results

1. Tracking Content Trends in the Area

Content trends tend to change over time as dynamically as marketing itself. Any organization needs to be on track of trends to rank as high as they can. Trends can vary from each location that you cover. It is vital to include these trends as part of your roundup.

Tools To Track Content Trends

Content trends are one of the biggest factors that influence marketing. You need the right tools to understand how content trends change during a campaign. This change can mean the difference between a successful campaign and a failure.

  • Google Trends is one of the most popular tools even today.
  • If you can spare some time for reading, check out Quora too.
  • BuzzSumo can help find the latest trends and hot topics of discussion.

E.g., Take a look at this screenshot for trending topics in Tech industry from Buzzsumo.

2. Including Local Keywords/Phrases

Another huge factor for optimal localization is keywords and phrases. This needs to be included right at the start of the SEO campaign. Building a strong foundation with your local campaign can be a powerful first step for your business. Spend enough time on research for local phrases to get the most out of it.

Tools For Getting The Right Local Keywords

Finding the right keywords and phrases for your local campaign can be challenging. Several tools can help you find the right ones. They are effective, but you might want to use more than one tool for the best coverage.

  • Ahrefs has a Keywords Explorer that has detailed keyword metrics.
    Take a look at the screenshot of “Keyword Explorer” from Ahrefs.
  • Answer the Public is also a widely used tool to narrow down keywords and phrases.
  • Google Search Console can show you statistics about searches in any area.

For E.g., Take a look at the country-wise search stats for our website from Google search console.
To see this, you need to login to your Google search console and click on “Performance” Tab.

3. Focusing on Local Events

Another key point businesses should follow increasing coverage of local events. When you include local news and events, two things happen. One, people find their way onto your website through search. Secondly, you start ranking for locally relevant content. Both are great for your website and SEO metrics.

Tips On Getting More Coverage For Local Events

Local events are a great way to bring more attention to your website or business. People in an area look forward to catching up on local content. This can be leveraged to more traffic and engagement.

  • Keep an eye on rising trends for local topics of interest.
  • Follow local news and events. For E.g., This company has joined a local chamber of commerce and has secured an award for “Small Business Partner of the Year” along a page and link from the chamber website.
  • Ensure that what you cover is relevant to your brand.
  • Partner with other brands in the area.
    Even though Coca cola is a big company, they have partnered with Microsoft to transform global engagement.
  • Add relevant local content links on your social media.

4. Targeting Related Non-competitive Niches

Every business will eventually come to a grinding halt during marketing. This is because everything that needs to be said would have been. At this point, you need to explore more avenues to expand your marketing. You could try using related niches that are not as competitive as yours.

Tools For Finding Non-Competitive Niches

A lot of brands are creatively trying to find more themes to market their products. An example is Google releasing its products through freelance artists. Businesses are approaching low-competition niches for amplifying their brand.

  • Moz Local can help you find low competition niches and low difficulty keywords.
  • Related Words directly gives you other niches but does not have enough metrics.
  • Exploding Trends gives you insights into keyword trends that are on the way up.

5. Creating FAQ-Based Articles

The most popular articles for the audience are generally informative-style articles. To use this to your advantage, collect the most common questions and answers for a specific topic. You could then make this into an article which would attract a lot of people to read it. This especially works well for local SEO because of the search intent.

Tips For Creating FAQ-Style Informative Content

These types of articles work well to leverage SEO metrics for a business. They also get a lot of traffic which makes them invaluable for SEO.

  • Ensure you collect relevant questions.
  • Verify if the solutions are correct.
  • Stick to a particular topic, don't make it too broad.
  • Write in an easy-to-understand language.
    For E.g., Take a look at these websites answering the question from Quora in an easily understandable way for the users.
  • Leave room for translation to the local language.

6. Using Schema Markup

Schema Markup is essential for any website to rank properly. This includes any type of SEO and has become mandatory to rank well. Schema markup is basically a special code that interacts with search in a specific way. It makes it easier for people to access different aspects of a website.
For Example, Have a look at this website making use of schema to highlight their ratings in search engines.

Tools For Easy Schema Markup

Schema markup can add clickable links to the search results. This is based on the search but can have a positive impact on ranking. While this might be difficult for beginners, some tools can deliver results.

7. Finding Media Opportunities

A surefire way to leverage your business and local trends is to get in touch with media houses. This could be any publication, even print media if it has enough coverage. Select them based on their demographic. If they have an audience matching your customer persona, then consider reaching out.

Tips For Finding Media Opportunities

Even though SEO has come a long way, it can still get help from media opportunities. It casts the spotlight on businesses, and you could use this for your brand.

  • Check for contrasting services if you're applying to multiple media outlets.
  • Choose the right publication or media outlet.
    Take a look at the news coverage for Club NFT in CNBC.
  • Ensure they reach your customer persona.
  • Your brand has to offer a relevant service.

8. Cross-Promoting With Other Brands

Cross-promotion is a powerful method to get more traction online. Most brands today are involved in associations that are sometimes temporary. It greatly improves their coverage and boosts local authority. Cross-channel marketing increases brand metrics considerably.

Tips To Improve Cross-Promotion

Cross-channel promotions are happening around the world and in a big way. It maximizes the strength of the brands involved and reduces flat spots. This is something to consider for improved marketing.

  • Research into the right brands to partner with.
    For Example, Have a look at this strategic partnership between McDonald’s and IBM
  • Build strong relationships with them.
  • The cross-promotion should offer benefits for your audience.
  • Make sure that you use social media as a platform.

9. Guest Posting on Local Websites

Content creation is a critical part of every SEO strategy. Local SEO is a lot more competitive, so just creating content on your website might not be enough. This is why you broaden your reach through guest posting. The process involves posting content on related niches to improve your metrics.

Tools To Help Improve Guest Posting

Guest posting is all about coming with impressive content that other webmasters can approve on their website. You need to make sure that your content ticks all the boxes. Here are a few tools we think can help.

Take a look at this screenshot that shows pageviews for top landing pages in Google Analytics.

10. Identifying Local Mobile Voice Queries

Something that has grown dramatically is the voice search niche. Since the advent of powerful smartphones, voice searches have become more common. They are predicted to grow even more as technology gets more automated. Eventually, over 39% of all searches are going through voice.

Tips To Optimize For Voice Searching

A lot of companies make the mistake of thinking voice searches are the same as regular searches. This is far from true. The searches are mostly long-tailed keywords and are more specific. This property makes it critical for local search.

  • Align your website to rich snippets on searches.
    For Example, if your blogpost is about making a banana cake, then try to optimize it for the keyword, “How to make banana cake”. It will help to rank higher for voice searches.
  • The queries are more conversational - need to use Natural Language Processing.
  • Restructure important content pieces for easier voice access.

Tips to Create Localized Video Content

1. Apply the Right Video Strategy

It is increasingly important to select the right video strategy for your business. This depends on the type of audience you are going to approach. It also has to do with the industry your business is involved in.

Selecting The Right Video Strategy

The process of video strategy is almost as important as video creation. There are several things that you need to determine before you start on the video.
Here are a few tips that you can use.

  • Come up with an accurate buyer persona for your video content.
    For Example, Take a look at this channel focusing on visitors who are looking for Canada Immigration.
  • Choose if you're going live or if it's prerecorded.
  • Optimize it for mobile users and computers.
  • Decide if it's going to be interactive or one-way communication.

2. Fix the Right Budget

A video budget is perhaps one of the deciding factors of a campaign. Video can become expensive and quickly. As a brand, you need to choose the right budget for your video creation campaign.

Setting The Right Budget For Video

Always ensure that you weigh the pros and cons before selecting the budget. It is also important to remember the purpose of the video. If you're launching a new website, it might require a bigger budget than a product launch.

  • There are tools available for general budgeting like Mint, Simplifi, or PocketGuard. This will help you with video budgeting as well.
  • If you want specialized budgeting software exclusive to a video, you could opt for Movie Magic Budgeting. However, this is overkill for digital marketing.

3. Choose the Right Technology and Platform

As a business, you need to choose the right platform to host your videos on. There are differences in which platform you want for your needs. For long-form videos, YouTube might be a good option. For shorter videos, Facebook or Instagram will have a better reach.
Read: 12 Little-Known YouTube SEO Techniques to Get Increasing Video Views

Choosing The Right Platform

Your choice of the platform is critical to the success of your video. It depends on the type of business you are in and the audience you want. Different platforms have differing reach and audience numbers.

  • For longer video marketing content, YouTube is the most popular choice.
    Have a look at this YouTube channel “CityPedia“ attracting audience who are looking for “Orlando Tourism” related posts.
  • Shorter video formats have more choices like Instagram, TikTok, Facebook, and more.
  • Streaming video is done through YouTube or Twitch; both are great.

4. Factor in Global Trends

Video content is influenced by global trends more than other content forms. One reason is that videos get shared around the internet far more than other types of content. Brands should focus on getting the trends right before creating videos.

Understanding Global Trends In Video

Video marketing trends are always changing over time. In a post-pandemic world, video has become even more popular with brands and people. Being educated on global trends can help your videos get shared easier.

  • Mobile-focused video is on the rise.
  • Social media platforms have improved growth.
  • Audiences prefer short-form videos.
    For Example, take a look at the reels section of a Dubai-based real estate marketer.
  • User-generated video is growing steadily.

How Content Localization Can Help Your Local SEO

1. Leverage Hyperlocal Content

Hyperlocal content drives higher traffic and engagement to businesses. It makes this a critical part of the local marketing strategy for businesses. The goal of hyperlocal marketing is to focus in and around the area of the business. This is done through strategic ad placements and media coverage.

Hyperlocal Content Strategies
  • Location-based advertising can yield results.
    For Example, Some coworking space providers in Austin trying to get leads from Google who search for “coworking space in Austin”.
  • Use popular local business listings.
  • Opt for content pieces with purely local keywords.
  • SMS and email marketing can be effective.

2. Higher Rankings on Local Searches

Every business wants to be ranked higher on local searches. And when it goes right, they can even be featured on the Google Local 3-Pack. This can significantly boost all metrics for a business. It is the practical end-game for all businesses as far local marketing is concerned.
For example, if you search for “Car repair in Chicago” then the Local 3-Pack occupies the top positions. So it is very important to focus on Local 3-Pack.

Benefits Of Better Rankings On Local Search
  • Higher footfall for local brick and mortar businesses.
  • More phone calls to their offices in the area.
  • Increased conversions and engagement on their socials.
  • Higher ROI and profitability.

3. Location Specific URL Structure

Another tactic that improves rankings and traffic is unique URLs for different locations. It gives businesses an advantage with minimal effort. They also get the advantage of unique marketing funnels, which ensure relevant traffic. Having an SEO-friendly URL structure can have a positive impact on your conversion rates.

Best Practices For Location-Specific URLs
  • Multi-location businesses should append their URL with the location.
    Have a look at this painting company website that uses separate inner page URLs for each city based on location.
    Read: 11 Steps to do Local SEO for Multiple locations
  • Research on what the best keywords are to add.
  • Check what your competitors are doing.
  • You can use tools like SEO Site Checkup to validate your URLs.

4. Translation With Hreflang Tags

Translating text to local languages is an important part of localization. It gives your website more traction to different language speakers. This helps your website reach international viewers as well. It can help local SEO metrics by catering to other people who speak a different language.

Advantages Of The Hreflang Tag
  • Enables multilingual and multi-regional SEO easily.
  • It can be added to any of your CMS.
  • You can check your Hreflang tags with this

5. Local Pages Load Speed Optimization

Local searches are hyper-competitive. And this means businesses need specific local pages that load quickly with minimal delay. This has the effect of getting improved rankings. It also significantly increases the user experience and better word-of-mouth marketing.
Read: Page Loading Speed and SEO

More About Quick Loading Pages
  • Fast loading pages are great for all types of SEO metrics.
  • Optimizing images with tools like or improves load times.
  • Check and validate your web speed with Chrome DevTools.

6. Local Backlink Building

Backlinking is a practice that has been delivering great results for businesses. For local businesses, backlinks have proven to target customers better and improve conversions.
High-quality backlinks not just improve website metrics but positively affect credibility. Business owners need to audit their website's backlink profile regularly.

Tips For Backlinking And Better Local SEO

Key Takeaways

  • Local SEO benefits significantly from hyperlocal content creation.
  • Every basic SEO practice is in play here, but with increased focus.
  • Collaborate with local media creators relevant to your brand.
  • Content creation is not just about tools but how you apply knowledge as well.
  • Video is the content platform of choice for the future.
  • Local content creation needs the right platform and strategy to perform.

Rank Your Website

Joseph Schneider

He has spent more than 12 Years strategizing and executing SEO campaigns. He is interested in writing Digital-marketing, PPC, and Social Media Marketing related topics.


Joseph Schneider

He has spent more than 12 Years strategizing and executing SEO campaigns. He is interested in writing Digital-marketing, PPC, and Social Media Marketing related topics.