Localized Intent: How to Rank on Localized Search Results
Why create content that can’t be discovered by your target audience? Why create content without thinking about your user thoroughly?
Intent is nothing more than a purpose or a goal, but it is critical to creating valuable content for your readers, users, and potential clients. When we discuss intent, we mean the goal of a user when he or she begins an online search.
The video below takes the concept of intent a step further, looking at what’s really important when creating content for your local business.
In the given example, we look at a labor lawyer who wants to create content for his website. His firm is confined to a specific location. While the correct term for this form of law is “labor law” what we discovered in the course of our research was that people were actually searching for “unemployment lawyers” and more specifically “unemployment lawyer on Long Island” (pointing out the location of the law office).
To the lawyer, creating content around the topic of labor law would make sense, but in the mind of the user, unemployment was the priority. We saw an increase in searches around “unemployment law” because that was the current situation of the user.
Localized intent is not just about users across the Internet, it’s about creating content that’s significant to users in a designated area. What are users in a particular geographic area looking for? How are they conducting searches?
This expands the traditional location-specific content development by understanding what users in a particular location are actually searching for.
When we talk about intent, we acknowledge the creation of content that speaks purposefully to those searching for something. We need to speak to those people and create content that meets their need. Take a deeper look at this concept in the short video below, where content marketing expert, Bryan DeLuca, talks about how businesses can rank higher on localized results by understanding local user intent.
About Location-Specific Content
When creating location-specific content, you should aim to develop a personal connection with clients, as well as emphasize local keywords. Highlighting elements of the area in articles and incorporating local attractions and activities will also help. Another tip: create neighborhood-specific content that allows you to tap into an even more specific market.
If you’re interested in learning more about how Insomnicat Media can assist in your content marketing endeavors, fill out the form below. We’ll conduct a FREE website analysis and connect with you to review your site and options.
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