This post was originally published on our Medium blog
We know that local SEO success of your business has several components to it:
Your off-page signals — Google My Business listing, Google Maps marketing, driving directions, local citations, directory listings, and so on.
Your on-page — your location-based content, geotagged images, structured data, and internal links.
Most local businesses stop once they get all the basic foundational GMB/citations stuff up and running.
Very few businesses get their location-based text content right — and it becomes the most decisive factor. Local- and hyperlocal content has massive ROI and gets you ahead of the competition.
Here’s how to design your hyperlocal content strategy.
Location pages are the bare minimum
By far the most basic and widely used content type on local websites is the location pages.
These are your usual “SERVICE — AREA NAME” pages.
As an example, for a dental clinic in Olympia, WA, these would be page titles like:
- Dental implants Olympia, WA
- Tooth extraction Olympia, WA
- Root canal procedure Olympia, WA
etc. Basically, each of their major services is glued together with the location, each on a separate page.
The good part is that these pages are very easy to produce.
The bad part is that these pages are very easy to produce.
Every dental clinic in the area has these pages but that’s as far as they go in localizing their content production:
Once the service pages are taken care of, local businesses move to blogging.
They exhaust all the keywords from third-party tools after publishing about 10 articles that are borderline duplicate content, like
- How to find a dentist in Olympia, WA
- Best dentist in Olympia, WA
- Dentist reviews in Olympia, WA
- The cost of tooth extraction in Olympia, WA
- Selecting the best dental implant option in Olympia, WA
etc. — this is the de-facto standard of local business blogging.
But it’s just the tip of the iceberg, you need to go deeper.
What you do next after publishing all the obvious local business stuff is what makes all the difference.
Hyperlocal blog content moves the needle!
To really stand out and make an impact, as well as maximize organic traffic for ultra-specific, hyperlocal search queries, you need to produce hyperlocal content.
What’s hyperlocal content
Hyperlocal SEO is a nice buzzword that means trying to maximize your exposure for super-specific local search queries.
That means making sure your website text contains
- street names,
- neighborhood names,
- slang names for areas,
- zip codes,
- local landmarks,
- any other specific and unique identifiers for the locations you’re interested in.
Keyword tools won’t help you here, because a lot of the great hyper-local keywords don’t have enough volume to be displayed, let alone compared.
Moreover, third-party keyword tools are retrospective, and something that’s hot right now is going to get into their lists only months and months later.
Most local business owners stop producing blog content completely before moving to hyperlocal.
Hyperlocal blog content creation workflow
The trick is to go for non-local content topics, from foundational content to industry news, and localize them with the way you write the posts.
Let me explain with the dental clinic example.
Build a content plan with generic but meaningful dentistry topics, like “root canal vs tooth extraction”, “bone graft materials in 2025”, or “latest sinus lift procedure research” and produce thoughtful informative pieces.
Within those posts, however, make sure that your writers add specific hyperlocal details.
These can be:
- how you perform the procedures in all your locations
- area names and service demand & popularity within those areas
- patient reviews along with their residence location (go as specific as street and condo complex names)
- case studies and before & after showcases based on residents of specific locations
- quotes from your doctors, mentioning where they work and what areas they service
- the materials you use, the publications you read, and your opinion on dental procedure techniques and methods.
What happens this way is you are taking care of two major goals:
- You establish yourself as an authority in your industry
- You take care of the local and hyperlocal relevance of your content.
Use these best practices to follow as you create hyperlocal blog content:
- Keep the posts short and focused (don’t cram too many topics into each post!)
- Gather all customer interactions and feedback you’ve accumulated — that’s always a great resource for your writers!
- Have a document with input from your staff that would have snippets you can use for thought leadership content
- Always watch your Google impressions and run Google Search Console audits to identify new topics, the true customer interest, and tweak your strategy accordingly (here’s how).
Hyperhuman and hyperlocal
Keep all your hyperlocal content short, focused on the topic, and human.
With the rise of AI slop, the amount of words you publish does not matter anymore. Authenticity & expertise matter.
You can’t produce good hyperlocal content like that with AI tools, having a workflow will make it easy.
WebCopyLand helped grow dozens of local businesses online, and I can tell you that local- and hyperlocal blogging always offers tons of opportunities that you will leave on the table if you don’t plan for it.
If you need help with local blogging or want to pick our brains on any other topic — get in touch!