Struggling with Local Search? Start with These Content Ideas + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our September 25, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
If you’re trying to win more visibility in local search results, content still reigns… but only the right kind. Generic blog posts won’t move the needle. Local SEO demands a different playbook.
Here’s the good news: You don’t need more content, just better content that signals relevance to your area and your audience.
Here are 3 types of local SEO content that actually work:
- Local landing pages with intent-first structure – Build pages for each service area or location, optimized for keywords people actually search (“plumber in Nashville” beats “why plumbing matters”).
- Community-driven blog posts – Highlight local events, feature customer stories or partner with nearby businesses; Google loves content that builds local relevance.
- FAQ content pulled from real conversations – Think “Do I need a permit for a deck in [City]?” — these hyper-specific questions are SEO gold.
Keep it real, keep it relevant and, above all, keep it local.
Want to increase your local visibility and attract more in-market leads? Contact us today and we’ll help you build the content strategy that gets you found.
People Still Prefer Human-Created Content
WHAT’S HAPPENING. A new Ipsos study shows that U.S. adults’ preference for human-made content has grown from 2023 to 2025, particularly for movies and streaming shows. Over a third (35%) say AI-created works aren’t “real art.” But the picture shifts with younger audiences—over half of millennials and nearly half of Gen Z actually prefer AI-created ads, according to a separate eMarketer survey.
WHY IT MATTERS. For marketers, this means knowing your audience is more important than ever. Older consumers value human touch and authenticity, while younger ones may welcome AI’s novelty and efficiency. Transparency is key: whether your content is human- or AI-made, own it—and make the “how” part of the story.
X Pushes Toward AI-Driven Custom Feeds
WHAT’S HAPPENING. X (formerly Twitter) is shifting to a fully AI-powered algorithm designed to personalize feeds based on user input and interests. By November, users will be able to “ask Grok,” X’s AI chatbot, to adjust their timeline in real time, giving them more control over what they see. Elon Musk says the algorithm will also be open-sourced every two weeks. While the idea is to create a more tailored experience, experts question whether users will actively manage their feeds since most people prefer algorithms that work automatically.
WHY IT MATTERS. For marketers, this shift means ad targeting and content strategies could become more dynamic—and harder to predict. If users start fine-tuning feeds through AI prompts, it could splinter audiences into tighter niches, making trend-spotting less straightforward. On the flip side, marketers may benefit from clearer signals about what audiences explicitly want to see, creating opportunities for sharper targeting and more relevant creative.
Will the White House Shape What Trends on TikTok?
WHAT’S HAPPENING. The U.S. government is reportedly close to finalizing a deal that would allow it to exert oversight of TikTok’s operations inside the country. Under the proposal, a new U.S. board, composed of seven government‑approved members, would be established to oversee content moderation, policy rules, and how the app is managed. TikTok’s algorithm would not be owned by the U.S. board; instead, U.S. TikTok would “lease” algorithmic code from its Chinese parent company so that the service continues uninterrupted. Critics are concerned this may still leave room for both Chinese influence (via algorithm control) and U.S. political influence (via the appointed board) over what trends get amplified.
WHY IT MATTERS. For marketers, this proposed deal could substantially change how content spreads on TikTok in the U.S. If a government‑approved board influences what is allowed or promoted, some themes or types of content may see more reach, others less. This has implications for content strategy, trend spotting, paid promotions, and influencer partnerships. Brands may need to adapt more rapidly to shifting content guidelines, political sensitivities, and algorithmic behavior once there is more public or political oversight.
More To Explore
Holiday Shopping: Unlocking the Modern Consumer’s New Value Equation
Holiday shoppers in 2025 are done with impulse buys—they’re scrolling, searching, and streaming their way to smarter purchases based on price, product trust, and checkout ease. Unpack the full strategy on Think with Google.
AI Search is Forcing Businesses to Diversify Their Channel Strategy
The era when SEO alone drove traffic is fading—AI-powered search is rewriting the rules, and brands that don’t diversify their channels risk being invisible. Curious how to future-proof your reach? Dive into the full playbook on HubSpot.
YouTube Will Reinstate Accounts Banned for Spreading Misinformation
YouTube is giving banned creators a second chance, reinstating accounts previously removed for breaking now-defunct COVID-19 and election misinformation rules—sparking fresh debates on free speech and platform responsibility. Read the full story on TechCrunch.
Unlocking Incremental Growth in the Future of Search
TikTok is turning search into revenue—its new Search Ads feature drives 2.2 times higher purchase lift than campaigns without it, proving that discovery isn’t just about awareness anymore. Check out the full breakdown on TikTok for Business.
Keep Your Brand on the Straight and Narrow: 15 Rules to Enforce for Consistency and Clarity
Your brand is under siege—even from within. Updated for 2025, this post lays out 15 non-negotiable rules every team must police to keep logos, voice, visuals, and messaging perfectly in sync. Dive into the full guide at Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
