Q: What kind of content should a local business develop?
A: The kind that converts!
Okay, you could have hit on that answer yourself, but as this post aims to demonstrate:
- There are almost as many user paths to conversion as there are customers in your city, and
- Your long-term goal is to become the authority in your industry and geography that consumers and search engines turn to.
Google’s widely publicized concept of micro-moments has been questioned by some local SEOs for its possible oversimplification of consumer behavior. Nevertheless, I think it serves as a good, basic model for understanding how a variety of human needs (I want to do, know, buy something, or go somewhere) leads people onto the web. When a local business manages to become a visible solution to any of these needs, the rewards can include:
