Blogging for a local audience

Blogging for a local audience

In past posts we’ve talked about using the language of your readers and the semantics of choosing between using your “local” language  (Canadian or British English, for example) or the universal language of the internet (US English). That discussion brought up other questions – like whether or not you should be making appeals to your local readers with your content.

This week I started thinking about the issue again after a client made a comment. After posting an article on an NYC business’ site, the client commented on a line that said the following, “People who have been coping with a cold winter climate….” His comment was “we’re a business in New York, isn’t that kind of redundant? All of our clients just experienced winter.”

Inarguably, if you’re writing strictly for a local audience, that kind of statement is redundant. But, when writing client blogs I very rarely include a local perspective when it’s a general interest topic where location is irrelevant. After further discussion with my client, it came out that his perspective was “only local readers are going to turn into clients”.  It is a fair point – but I think you know that I just don’t agree that it’s everything, and here’s why:

  • It’s the internet, you’re going to get more than just local readers coming to your site when you’re discussing a common interest topic, so embrace it and make that fact work in your favor.
  • A general interest topic without a local perspective  will be passed all around social media. If you appeal to only individuals from a certain area, it will only be shared with those individuals directly. Even if it doesn’t have a local perspective, with greater sharing potential, it’s more likely to come to the attention of local people that will bring business.
  • It establishes your reputation, because those reading your blog for the information you’re providing, may recommend you to local friends, whether or not they’ve actually used your services.
  • The more people that read, the better you’ll succeed with SEO rankings. Better rankings mean more visibility to those specifically looking for your services.

There are circumstances when writing for a local audience makes total sense – if you’re discussing promotions of experiences only those that can visit will find relevant, for example.

What do you think? Is it better to remain neutral with general interest topics or should you just write for a paying audience?

7 Comments
  • Hostome
    Posted at 00:52h, 21 April Reply

    Social media is one of the best way to reach local audience. Facebook and Twitter are the powerful tools along with the blogging.

  • ideQ
    Posted at 19:04h, 22 April Reply

    I’m agree with your tips. But if we talk about “local” and thats mean (for me) Indonesian “local” readers, I dont think so that my blog will have good position on google*com (google*co*id perhaps the best result).Anyway thx for your tips, I’ll try to share anything using US English.

  • Gail Gardner
    Posted at 00:39h, 27 April Reply

    A commentator on my recent post encouraging bloggers to consider focusing on writing geo-targeted content left me a link to this post. It is linked to this comment in case you or your readers might be interested in reading it.

    Many business owners have a very limited view of how they believe new customers will find them. Perhaps they forget that many people who could read what you write may live anywhere but have friends, family or peers living in New York.

    While only local readers may turn into clients, readers anywhere can SEND them new clients.

  • ???????? ????
    Posted at 03:23h, 28 April Reply

    What is mean local – your state, sity?
    The more people that read, the better you’ll succeed with SEO rankings. Better rankings mean more visibility to those specifically looking for your services.+1

  • Tim
    Posted at 02:17h, 14 May Reply

    I agree that if the topic is not locally specific, write it for everyone. SEO and authority come with more readers, local or not.

    I think authority is big. When visiting a website, people want to know you’re the real deal. The more people you have reading, the more “social proof” you’ll have that you’re not just a “fly-by-night.”

    My $.02

  • Seo Vietnam
    Posted at 21:55h, 25 November Reply

    I do think that if you are writing for a local niche, you would want to make a few mentions with local context so they can relate to your blog more than other more “international blogs”. This being said, the overall relevance of your post should appeal to users anywhere and the target should be to create link-bait (fresh, good and useful content)for a global audience.

  • international hifu
    Posted at 23:25h, 04 December Reply

    You’re right, we can almost never write locally. That’s why having a broader expectation when it comes to audience is definitely the way to go. Making our posts/articles more appealing to wider range of people might be the hardest part of it all but once we it, expect way more traffic.

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