How to generate more leads with local content silos – London Business News | Londonlovesbusiness.com

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With 46% of Google Searches expressing local intent, dominating the local search rankings is a great way to drive more traffic to your website. But other than optimising your web pages for the places you want to target, how can you do this?

The answer is simple: local content siloes.

By structuring your website in a way that improves SEO for your target areas, you can climb ahead of the competition and attract more leads. In this article, we explain all.

What are local content silos?

A content silo is a website structure that organises content into a themed category. For example, if your business sells white goods, you might have a content silo for freezers containing pages targeting upright freezers, chest freezers and the like.

Local content silos follow the same logic but focus on a geographical area. Within this geographical area, you might target multiple sub-areas and a number of products or services.
For example, if you run a plumbing business serving multiple locations, a local content silo could look something like this.

  • Main Services Page (Plumbing Services)
  • City-Specific Pages (Plumber in Guildford, Plumber in Basingstoke, Plumber in Croydon)
  • Service-Specific Pages within Each City (Drain Cleaning in Guildford, Emergency Plumbing in Guildford, Drain Cleaning in Basingstoke, Emergency Plumbing in Basingstoke)

By providing extensive, hyper-local content, rather than just a single page listing multiple services and areas, local content silos enhance the authority of your website for those services in those areas, improving rankings and attracting traffic.

Why local content silos work for SEO

1. Improves website structure and crawlability

If a search engine can easily understand your website, it assumes users can too. This improves the chances of your pages ranking highly.

2. Enhances keyword relevance

By their very nature, local content silos have more individual pages targeting more keywords. This means your website as a whole targets more localised keywords effectively.

3. Boosts user experience and engagement

The inherent logical structure of a local content silo guides users through your site, so they can easily find the information relevant to them. This reduces bounce rate, improves engagement and leads to a higher percentage of conversions.

4. Strengthens internal linking

Search engines use the internal linking of your website to understand how it is structured and what each page is about. Internal linking also distributes link equity – by linking a page with ‘strong’ SEO to another, it will pass on some of its ‘strength’. A well-planned local silo will have a strong internal linking structure, boosting you up the rankings.

How to build a local content silo

1. Identify your target locations

Determine the cities, neighbourhoods, or regions that are most important for your business. Be ambitious but not overly so, at least to begin with. Stay close to the boundaries of your catchment areas i.e. where you actually do your work. Prioritise based on the highest demand and least competition.

2. Research local keywords

Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify local search terms that potential customers use, such as ‘plumber in Guildford’ or ‘blocked drains Guildford’.

3. Create a hierarchical content structure

Once you have your keyword list, organize your content into a local silo format. At a basic level, it should look like this.

  • Homepage: Targets broad industry-related terms, such as ‘plumber’
  • Location Pages: Dedicated pages for each location targeting those broad terms for that area, e.g. ‘plumber in Guildford’
  • Service Pages Under Each City: A page for each specific service offered in each city (e.g. ‘emergency plumber Guildford’ )
  • Supporting Content: Blog posts, case studies, and FAQs related to each location (e.g., “Common Plumbing Issues in Guildford Homes”)

4. Optimise each page for local SEO

Each page in the silo should be optimised for the local keywords it is targeting. At the very least carry out the following:

  •  Use the keywords in the title, meta description, and headers.
  • Add locally specific imagery and use the keywords appropriately in the alt text.
  • Include consistent NAP (Name, Address, Phone Number) details on every page
  • Add customer testimonials and case studies from the specific region if possible.

5. Strengthen internal linking

Ensure that all pages within the local content silo are linked together. For example:

  • The Guildford plumbing page links to all of its service pages (e.g. emergency plumbing, drain cleaning, leak repair)
  • Each service page in Guildford links back to the main Guildford plumbing page.
  • Blog posts related to Guildford link back to the Guildford service pages.

The anchor text for each hyperlink should be descriptive of the page it is linking to.

6. Create local blog content

To further enhance your silos, publish blog content related to each area:

  • “5 Most Common Heating Problems in Guildford Homes”
  • “How to Choose the Best Plumber in Guildford”
  • “Guildford’s Most Typical Plumbing Emergencies”

7. Build local citations and backlinks

To strengthen your authority in each region, focus on local link-building:

  • Get listed in local directories
  • Earn local backlinks from community websites, news outlets, and industry blogs
  • Partake in local sponsorships or partnerships, for instance with local sports teams or charities, to get mentions

8. Monitor performance and optimise

Use Google Search Console, Google Analytics, and rank-tracking tools to monitor the performance of your content silos. Pay particular attention to the organic traffic per page and the keywords ranking for each location.

If it’s not working, tweak the content by, for instance, altering the copy or including more images. Try improving the internal linking structure too. Be patient though. Don’t expect results within a couple of weeks — give it a few months before taking action.

Local content silos: Final thoughts

Local content silos are a powerful way to boost your search rankings, improve organic traffic and generate actionable leads. By organising your service pages into areas, you create the kind of detailed, hyper-local that search engines love – and users do too. Start creating your local content silo today!



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