Each year that goes by in the SEO community, discussions of the authority behind a site become increasingly prevalent.
This has been especially true over the last year, as Google has made more updates to the core algorithm, which seems to indicate an increased focus on authority and relevance.
While authority is definitely earning greater consideration in the broader conversation of SEO, it’s been a particularly critical factor to local SEO for years.
Stepping back to look at the broader local SEO picture, it just makes sense that authority would be a major factor.
A user looking for a local service is most likely going to choose an authoritative brand that has a solid reputation.
Trust is essential for any business to lead customers further down the buyer’s journey.
So, how does a local business build authority in their community and within their niche?
1. Create Genuinely Helpful Content
One of the most common things heard in the SEO community for years has been the phrase, “content is king/queen.”
Every time anyone would say this, it was a pretty safe bet that you would hear someone respond with “I post X blog posts a week, but it’s not helping my rankings.”
The reason for this is simple. Quality trumps quantity every time.
Content only hits the “king/queen” status when it actually delivers value.
Users expect to have their questions answered when performing a search and clicking through to a site.
And Google certainly isn’t going to rank a site just because it contains a lot of fluff.
Creating content for the sake of creating content doesn’t help anyone.
Relevance Is Key
When creating content for a local business, one of the best approaches is to determine what’s unique about your site’s vertical in your area.
If you can identify those sorts of opportunities, you’ll be able to provide content on your site that will be useful to your target demographic, which can lead to more qualified potential buyers reading your content.
For example, if you’re writing content for a foundation repair company in central Texas, writing about how to properly waterproof a basement to avoid foundation damage wouldn’t make sense.
Why? Because homes in Texas almost never have a basement.
Instead, looking for opportunities to write about ways homeowners can protect their foundations from needing repair due to common soil types would be more productive.
This type of content will help customers solve a major (and highly relevant) problem while creating awareness to your brand, should they ever need repairs down the road.
The key is to be relevant and genuinely helpful.