Preparing for local reach in a ‘post-rank’ world, Part 2: Create content for local research

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Columnist Megan Hannay takes a look at why big brands need to create in-depth local content to boost local reach, even in a world of “instant answers.”

Please visit Marketing Land for the full article.

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In my last post, I wrote about why local businesses need to focus on digital data sharing to perform better for voice, or “instant” searches. But I don’t think instant answers will cover every query or even most queries, at least not for a really, really long time (singularity, anyone?). Some questions just have too many variables involved, and there will always be local researchers who want to poke around, looking for local flavor.

This post focuses on the big players — the chains, the multi-locations, the brands — and why an “instant answer” world also necessitates in-depth local content for those extra long-tail searches.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Megan is the CoFounder of ZipSprout, a startup agency and tool service that helps brands find grassroots local marketing opportunities. Megan also works on product management for Citation Labs, ZipSprout’s parent and founding company.


 

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