Hyperlocal Content From A National Lens

Pubcon Pro Austin, TX June 19, 2025 - This session explores the art of creating hyperlocal content that resonates with specific neighborhoods, communities, and local audiences. We'll delve into keyword research strategies tailored to local areas, content formats that engage local residents, and distribution tactics that maximize reach within your target geography. Learn how to create content that not only attracts local customers but also builds community trust and strengthens your local brand presence.

Transcript

1. Hyperlocal Content From A National Lens – How Apartments.com Approaches Our Content Experience Zach Chahalis @ZachChahalis
2. 2 Zach Chahalis Vice President of SEO/Content for Over 14 Years in SEO working developing national and hyperlocal content strategies for brands such as: Socials: @ZachChahalis (X) and LinkedIn
3. 3 How Apartments Thinks About The Geographical Journey
4. Apartments.com is Structured from National to Hyperlocal 4 Country (US / CA) State / Province County / District City Neighborhood Property
5. Apartments.com is Structured from National to Hyperlocal 5 Country (US / CA) State / Province County / District City Neighborhood Property Most Renters Enter Here
6. So How Do We Support ~30,000 Cities and 242,000 Neighborhoods Among All Other Types?? 6
7. It Starts With Keyword Research… And Considering Semantic Search 7
8. 8 Evaluate The Keywords Your Customers Search From A National Level And Keyword Intent Intent National Phrase Keyword Variations (San Diego Example) Transactional / Navigational “Apartments for Rent” Apartment(s) for Rent San Diego (CA) Apartment(s) for Rent in San Diego (CA) San Diego (CA) Apartment(s) San Diego (CA) Apartment(s) for rent … Informational Average Rent Cost of Living Best Places To Live Why Live in Top Neighborhoods Most Affordable Most Walkable Things to Do in Average Rent in San Diego / Average Rent in Mission Bay Cost of Living in San Diego / San Diego Cost of Living vs. NYC Best Places to Live in San Diego Why Live In Mission Bay San Diego Top Neighborhoods in San Diego Cheapest/Most Affordable Neighborhoods in San Diego Most Walkable Neighborhoods in San Diego Things to Do in San Diego
9. That’s A Lot Of Content and Keywords And We’ve Only Scratched the Surface 9
10. 10 So Let’s Break It Down
11. 11 The Transactional Terms Become Our Focus Head Term And Top Of Content Pillar Our search result pages (SRPs) become our key pages. Each of these are a type of SRP Country (US / CA) State / Province County / District City Neighborhood Property
12. 12 San Diego Apartments Terms – Core SRP SRP content is developed that supports the idea of finding an apartment in a city. This includes calling out key neighborhoods, points of interest, commuting aspects, etc.
13. 13 San Diego Apartments Terms – Core SRP There is more helpful content on the core city page driven by customer feedback. What’s the average rent? Rent by Bedroom? Nearby colleges/universities for student housing
14. 14 But Let’s Jump Back To The Core Content
15. 15 San Diego Apartments Terms – Core SRP Entity linking ties to key pages in the geographical pillar such as popular neighborhoods
16. 16 Ex. San Diego -> North Park Apartments
17. 17 San Diego Apartments Terms – Core SRP SRPs link to local guides
18. 18 Local Guides Inform Potential Renters About The City/Geo
19. 19 Local Guides and SRPs Tie To Top-Of-Funnel Hyperlocal Content Average Rent and Unit Size Cost of Living Information and Calculator Long-form Supporting Content
20. 20 All Of This Is Custom Curated By Our Team of Researchers and Writers
21. 21 But We Also Leverage Data To Drive Content
22. 22 Average Rent Data
23. 23 Average Rent Data – Hyperlocal Neighborhood Level
24. 24 These Pages Dominate Search Visibility
25. 25 But What About Relocating From Another City?
26. 26 Cost of Living Data
27. 27 Cost of Living Data City vs. City But What About Relocating From Austin to San Diego?
28. 28 Cost of Living Data
29. 29 Cost of Living Data
30. 30 Cost of Living Data Frying chicken is pricy in San Diego!
31. Our Editorial Team Also Supports Key Long- Form Topics 31
32. Content Examples 32 https://www.apartments.com/blog/10-most- affordable-san-diego-neighborhoods https://www.apartments.com/blog/best- neighborhoods-to-rent-in-san-diego
33. Content Examples 33 https://www.apartments.com/blog/top-five- most-walkable-neighborhoods-in-san-diego-ca https://www.apartments.com/blog/surfs-up-10- best-beachfront-neighborhoods-in-san-diego- county
34. So How Do We Handle This Level Of Content Research? 34
35. 35 Apartments Data + CoStar Research + AI Agents
36. 36 Apartments Data + CoStar Research + AI Agents We’ve developed AI agents using this data to aid our writers with the research process These agents bring in internal and external data for each geography allowing our writers to spend their time developing accurate and engaging content
37. 37 Apartments Data + CoStar Research + AI Agents We’ve also developed an editing AI agent that can review content for the writers and also handle aspects such as checking for Fair Housing Act (FHA) violations
38. Thank you Get The Slides – https://bit.ly/pubcon2025 Twitter/X: ZachChahalis LinkedIn: zacharychahalis