One of the biggest problems marketers face when creating content is building a connection with an audience with language barriers. Now, for instance, if your Agricultural brand speaks with its farmers living in Karnataka in English, how do you expect a response?
To be fair, regional and multilingual content is not new to the scene, but they are highly undermined. Of late, regional content has gained pace and closed the loopholes that were distancing businesses from their local audiences. The question that arises is whether regional content has potential in the digital space, especially with respect to search engine rankings. Believe it or not, it’s possible!
Talk Global, Market Local
In the early days of search engines, ranking algorithms focused primarily on keywords and backlinks. While these factors still hold weight, search engines have evolved to prioritise local intent. This shift was driven by a simple realisation: people seek local solutions for their everyday needs. Whether it's a cosy coffee shop or a trusted plumber, proximity matters.
With this in mind, search engines began incorporating geolocation and user context to deliver more relevant search results. Enter regional content, a strategic approach that emphasises tailoring online content to appeal to audiences belonging to specific geographic areas. By aligning with local intent and leveraging regional content, businesses can rise above the competition and forge stronger connections with their target audience.
How Does Regional Content Affect Your Search Engine Rankings
Regional content contributes to improving search visibility for local businesses. Here's how it affects search engine rankings:
Geographic relevance: Including location-specific keywords, such as city names, in your website content, signals search engines that you are relevant to local search queries. This increases the chances of your business appearing in the coveted local pack or map listings.
Citations and backlinks: Building a robust network of citations and backlinks from local websites, directories, and community organisations establishes your authority within the regional context. Search engines perceive this as a vote of confidence, boosting your search engine rankings.
Localised content: Crafting content that resonates with local audiences, especially in their language, helps establish trust and credibility. Sharing stories, news, and events relevant to the local community creates a stronger bond with your audience and encourages them to engage and share your content.
You Can Unlock Its Full Potential In 6 Ways
Conduct comprehensive keyword research: Identify region-specific keywords that align with your business offerings and target audience. These keywords should reflect local intent and be integrated naturally into your website content.
Optimise your website for local search: Ensure your website includes your business's name, address, and phone number (NAP) prominently. Create location-specific landing pages, optimise meta tags, and include schema markup to enhance your website's local relevance.
Deploy varied channels: Adapt regional content into diverse channels that your local audience is present on. For instance, local businesses are most searched via voice searches, and your brand’s ability to pop up as the local voice search’s response will benefit you.
Utilise online directories and review platforms: Claim and optimise your business profiles on popular local directories such as Google My Business, Yelp, and Bing Places. Encourage satisfied customers to leave reviews, as positive ratings contribute to your search visibility.
Engage with the local community: Actively participate in local events, sponsor local organisations, and collaborate with other businesses in your area. This involvement strengthens your brand's local authority and generates opportunities for local backlinks and citations.
Create localised content: Develop blog posts, articles, and videos that address topics relevant to your local audience. Highlight local success stories, events, and news to establish your brand as a trusted resource within the community.
This is the era of localised search, and businesses that embrace regional content will gain a competitive edge in the digital landscape. Content marketers need to understand the potential and essentials of regional content before they can integrate it into their branding strategies. If you’re intrigued to know more, we’re ready for a conversation.