Written by Market My Market’s content team, with contributions from Brandi Bellingham, Katie McLoughlin, McKenzie Fox, and Anastasiya Raynor
Your website’s geo hub is essential to getting your business’s web pages seen by your targeted audience in various cities and regions. Geo hubs are a powerful tool, but the quality of writing in your geo hub’s content can make or break their effectiveness.
So, how can you make sure the content housed in your geo hub is really pulling its weight and allowing you to generate the leads you’re looking for? It can be challenging to know for certain how effective your geo hub content is, but there are a few tried-and-true tips for writing geo hub content that is more likely to produce results.
Content Localization: What It Is and Why Lawyers Should Care
When creating content for your law firm, you may think at the state and national level, but it’s important to consider the locals in your specific region. Content localization is the process of creating content specifically tailored toward an audience in a certain area. This may include a city, town, or county and allows you to connect with the people in these areas and cater to their needs. When users read localized content, they feel you are speaking directly to them, making their experience on your website more personalized and positive.
An effective content localization strategy is essential in showing potential clients how your services can improve their lives and local communities. This can help benefit your firm in the following ways:
- Better engagement: Targeted content often gets better engagement than non-localized content due to relevance.
- Relevance: Localized content leaves readers more satisfied with their experience and keeps them on your site longer because the content is relevant to them and their area.
- Growth: Content localization expands your reach to new areas and drives sales in other regions, creating a push toward growth.
- Competitive advantage: Many firms ignore the importance of content localization, so implementing it for your business is a great way to get ahead and make you stand out.
- Cost-effectiveness: Adapting existing content to make it more localized is a great way to save time and money while benefiting your firm.
Connecting with the communities around you is the root of effective business strategy. Content localization is a process that can help you do that while setting your law firm up for success. Tailoring your content to appeal to local areas will not only help you grow, but it will also help you resonate more deeply with potential clients.
Contributed by Katie McLoughlin, Content Writer
What Are Geo Hubs?
Geo hubs are sections on your website reserved for storing geographically targeted web pages and blogs. These hubs are particularly fundamental to businesses that have multiple locations because it allows search engines like Google to match these companies with more than one city or region.
Google is designed to provide what it thinks are the best results to go with each individual search inquiry. Because of this, Google does not pair search queries with what it believes is the best website to find what you are looking for, but rather the best individual webpage that matches your query. Therefore, in order for a business to show up in searches for several local areas, its website will need geo hubs with assorted web pages specifically written with keywords to target those particular areas.
For example, if you have a business with locations in both Atlanta and Alpharetta, Georgia, you will want pages and blogs explicitly written to cover your keywords in both cities. If your company is a personal injury law firm, this might include pages and blogs with titles such as “Atlanta Personal Injury Lawyer” or “Atlanta Car Accident Lawyer” for your Atlanta geo hub and “Alpharetta Personal Injury Lawyer” or “Alpharetta Car Accident Lawyer” for your Alpharetta geo hub.
Contributed by Brandi Bellingham, Content Writer
How to Write Powerful Geo Hub Content
When building an effective content localization strategy, you should first consider what areas you already serve and what regions are underserved in the state, city, or town you are located. For instance, if you work with clients up to 30 miles away or more, this serves as a great opportunity to create dedicated content that will be beneficial to them.
However, you should avoid solely focusing on smaller cities and neighborhoods, as their success is contingent on search volume. Smaller populated regions may choose to search in large metropolitan areas as opposed to locally.
When modern marketing is focused on driving leads and consumer traffic, having geo hub content expands your website’s reach and becomes an invaluable part of your content strategy. However, there’s more to writing geo hub content than just throwing a few keywords into the mix. Consider the following when creating your geo hub content:
Ensuring the Content Is Unique and Professionally Written
If you’re relying on stale and poorly-written content, there’s really nothing going to keep consumers and potential clients on your website. The main goal of every piece of content is to answer a question or provide the reader with information. When your content does not meet these baselines, it won’t matter whether your content is geo-specific. Ensuring your content is professionally written and unique is the first step to writing effective geo hub content.
Acknowledging the Locality of Content
The core aspect of geo hub content is understanding the audience and concentrating each piece on the specific location you are targeting. Throughout your piece, you will want to keep in mind your audience and where they often interact. For example, if you’re writing a blog about dangerous intersections in Lakeland, Florida, you will want to mention a specific intersection known for serious accidents.
The United States is massive and has various cultures throughout its geography. When you’re targeting people in specific areas, having a thorough understanding of the colloquial language, popular places, social events, and landmarks will tie your piece together.
Contributed by McKenzie Fox and Anastasiya Raynor, Content Writers
Understanding How Granular Your Practice Area Pages Should Be
The number of practice area pages a legal website should create varies on the firm’s size and scope of service. Generally, it is best practice to have a separate practice area page for each of the main practice areas you specialize in. Once these have been created, you must ensure strong content is created on each page.
Additionally, you may benefit from creating subcategory pages for more niche areas of law within each main legal practice area. For example, you may have a personal injury law page and include car accidents, slip and fall accidents, wrongful death, and others in the subcategories. However, as you get more granular with your subtopics, you need to ensure that there are searches for that topic, or you may receive little to no visits to those pages.
You can also get granular with geo-specific legal pages. For instance, create additional pages for your main practice areas optimized for the surrounding cities you serve. If you work with clients up to 30 miles away or more, this serves as a great opportunity to create dedicated city pages. However, you should be mindful of focusing on pages for smaller cities and neighborhoods, as their success is also contingent on search volume. Smaller populated regions may simply defer their searches to large metropolitan areas straightaway.
Contact Market My Market for Excellent Geo Hub Content
The digital marketing experts at Market My Market can help lead you in creating effective legal content aimed to reach prospective clients in specific geo hubs you serve. We handle everything from high-quality research and writing for niche practice areas to optimizing your website with SEO to harbor better results for your website.
We specialize in marketing for law firms across the U.S. and understand how to convert leads into clients with our team of marketing professionals. Call (866) 270-2250 or complete our contact form today about how we can help the success of your legal blogs.
Contributed by Anastasiya Raynor, Content Writer