Maximizing Your Local SEO Content in the Wake of Google’s Pigeon and Penguin Updates

By: David Tile| Founer @ Article-Writing.co
Posted On: March 10, 2015
If there’s one thing you absolutely need to know about Google, it’s that the leading name in the search engine optimization (SEO) world loves to shake things up – a lot. In fact, the idea of change and innovation is essentially the only thing that stays the same with Google’s approach, especially when it comes writing SEO content for local brand awareness.
However, just because the Penguin and Pigeon updates have flipped the search engine world on its head this past year, that doesn’t mean you’re moving forward completely in the dark. With a strong understanding of what it takes to get noticed on this front, as well as a few savvy tips and tricks, you’ll be ready to take your little corner of the Internet – and the local shoppers associated with this slice of the web – by storm.

Breaking down the Defining Attributes of Local SEO

To get you off on the right foot, there’s no better place to start than with the insight offered by Bill Connard of Search Engine Watch regarding the key ranking factors and metrics for local SEO. Not surprisingly, incorporating the city and state or province into the content, including the post title and the on-page text, plays a major role in connecting this kind of offering with related local results.

Aside from tethering posts to local search terms via geographic identifiers, Connard notes that the next two hotspots cover the authority of your domain in general, as well as the authority of any landing page URLs that greet inbound viewers for the specific piece of content in question. Additionally, the quality and authority of both inbound links to your domain and to the aforementioned landing page URLs wrap up Connard’s top local SEO content attributes.


If you’re noticing a trend in the last four characteristics, then you’re starting to catch on to the overarching theme here. Google isn’t just worried about one page of local content in particular, but rather how all of your branded pages mesh together into a unified and value-driven persona.
Digging Deeper into Content Optimization

Of course, simply spewing off a laundry list of the things Google looks for as it crawls pages in the post-Pigeon and Penguin world simply isn’t enough to get the job done. If you really want to rise above the competition, Search Engine Land’s Greg Gifford has some creative ideas and tactics to consider as you or your content professional aims to realign your page development and optimization plan.

First off, pages lacking quality content – or even any content at all – are a virtual death sentence for your domain authority. Naturally, filling a page with fluff or keywords doesn’t work either, but no brand that’s serious about its digital presence can afford to have empty white space spilling across the monitor for the person on the other side of the screen. If you want to make a positive move forward from a local SEO perspective, every piece of digital content needs to work in harmony with the rest of your content, not just what’s next up on the agenda.

As far as tweaking the little variables and moving pieces go, Gifford points out that there’s no need to be shy when working in mentions of your city and state or province into meta descriptions, URLs, and even image alt text. Again, there is a certain level of finesse that goes into this process, but the more you can work in appropriate connections, the better off you’ll be when it comes to honing in on your local viewer outreach.

At the end of the day, this is clearly just the tip of the iceberg in terms of writing SEO content for local brand awareness. However, at least now you’re up to speed and ready to make the right decision regarding your SEO practices for both the foreseeable future and whenever Google decides to send waves through the digital world again with its next major update.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.