Uploaded byJon Payne
Glocalise your online marketing
This document discusses strategies for optimizing online marketing at a local level. It covers localizing website content using language attributes, establishing consistent business information across citations and profiles, and obtaining local backlinks through community involvement and high-quality local content. The presenter emphasizes fixing naming, address and phone number inconsistencies, using local business schema markup, and prioritizing local activities that build trustworthy connections.
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Glocalise your online marketing
- 1. @MrJonPayne #semrushlive THINK GLOBAL ACTLOCAL GLOCALISE YOUR ONLINE MARKETING
- 2. @MrJonPayne #semrushlive LETS TALKABOUT • Glocalisation of your site • Local citations • Local link acquisition • Q&A
- 3. @MrJonPayne #semrushlive I’M JON.NICE TO MEET YOU • Launched 1st Ecommerce Site:1997 • Founded web dev agency: 2000 • Focussed on SEO: 2007 • Part of a creative, clever team
- 4. @MrJonPayne #semrushlive HE’S JOSH •Local & Mobile Specialist • He’ll pitch in ideas in the Q&A
- 5. @MrJonPayne #semrushlive NOISY LITTLEMONKEY • UK based Search & Social Media Agency • Mission: Unlock Potential, Online • Our clients should fire us in a year
- 6. @MrJonPayne #semrushlive THE COMPANYWE KEEP • £5m - £750m Turnover • Ecommerce • Retail • Manufacturing • Engineering • Legal • Recruitment
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- 16. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-GB” GB= Great Britain
- 17. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-GB” Thiscontent is for English speakers in Great Britain
- 18. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-US” Thiscontent is for English speakers in the USA
- 19. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“es-USA” WRONG!DON’T MAKE UP COUNTRY CODES
- 20. @MrJonPayne #semrushlive USE ISO3166-1 alpha-2 codes • Find yours: https://en.wikipedia.org/wiki/ISO_3166-1_alpha-2
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- 24. @MrJonPayne #semrushlive MULTIPLE SITES TARGETINGMULTIPLE LOCATIONS & LANGUAGES
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- 26. @MrJonPayne #semrushlive MULTI-REGION BESTPRACTICE URL: www.name.com/gb/ lang = en-GB alternate = www.name.com/us/ alternate = www.name.com/de/ URL: www.name.com/us/ lang = en-US alternate = www.name.com/en/ alternate = www.name.com/de/ URL: www.name.com/de/ lang = de alternate = www.name.com/en/ alternate = www.name.com/us/ http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.html
- 27. @MrJonPayne #semrushlive www.asos.com www.asos.com/ru/ www.asos.com/es/ www.asos.com/it/ www.asos.com/au/ www.asos.fr us.asos.com www.asos.de Lots ofDomain Authority, easily passed between country sites Little Domain Authority, less likely to be passed to other country sites Little Domain Authority, less likely to be passed to other country sites Little Domain Authority, less likely to be passed to other country sites
- 28. @MrJonPayne #semrushlive www.asos.com/en/ www.asos.com/ru/ www.asos.com/es/ www.asos.com/it/ www.asos.com/au/ www.asos.com/fr/ www.asos.com/us/ www.asos.com/de/ Lots ofDomain Authority, easily passed between country sites
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- 30. @MrJonPayne #semrushlive LOCAL SCHEMA BECAUSEAMIT’S BUILDING A STAR TREK COMPUTER
- 31. @MrJonPayne #semrushlive HELP POPULATETHE KNOWLEDGE GRAPH We’re proud of our first baby step—the Knowledge Graph— which will enable us to make search more intelligent, moving us closer to the "Star Trek computer" that I've always dreamt of building. http://googleblog.blogspot.co.uk/2012/05/introducing-knowledge-graph-things-not.html
- 32. @MrJonPayne #semrushlive LOCAL SCHEMA= TRAFFIC WIN
- 33. @MrJonPayne #semrushlive LOCAL BUSINESSSCHEMA https://schema.org/LocalBusiness
- 34. @MrJonPayne #semrushlive CONSISTENT NAPON GMB BECAUSE AMIT’S WORKING AT GOOGLE
- 35. @MrJonPayne #semrushlive GMB =GOOGLE MY BUSINESS Schema must EXACTLY match your GMB page: Name Address Phone Number Opening Hours Logo Profiles (social)
- 36. @MrJonPayne #semrushlive OPENING HOURS Mo-Fr09:00-17:30 (as https://schema.org/openingHours )
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- 40. @MrJonPayne #semrushlive EMBED MAPFROM YOUR GMB PAGE
- 41. @MrJonPayne #semrushlive WITHOUT SCHEMA,IF IT MATCHES YOU MIGHT BE OK. FOR A WHILE.
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- 43. @MrJonPayne #semrushlive LOCAL CITATIONS Consistent Name Address PhoneNumber Opening Hours Logo Profiles (social)
- 44. @MrJonPayne #semrushlive TRUSTWORTHY LOCALCITATIONS INCLUDING NAP-OLP
- 45. @MrJonPayne #semrushlive COMMON NAPINCONSISTENCIES Name: Noisy Little Monkey Noisy Little Monkey Ltd Phone: 0117 327 0171 01173 270 171 +44 1173 270 171 Address: Bristol Bristol, Avon Address: Gas Ferry Rd Gasferry Rd Gasferry Road
- 46. @MrJonPayne #semrushlive SIGN UPFOR TRIALS https://www.brightlocal.com/ https://moz.com/local
- 47. @MrJonPayne #semrushlive GET LOCALBACK LINKS BECAUSE LOCAL
- 48. @MrJonPayne #semrushlive OLD SKOOLSEO • Analyse backlinks to URLs that perform well in Local Pack
- 49. @MrJonPayne #semrushlive OLD SKOOLSEO • Download backlink info to Root domain
- 50. @MrJonPayne #semrushlive EZ XL •Find all linking URLs containing local place names • Also gives you an idea of the overall DA
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- 52. @MrJonPayne #semrushlive DO STUFFIRL IT’S HARD TO BEAT
- 53. @MrJonPayne #semrushlive BE BRILLIANT.ASK FOR REVIEWS
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- 56. @MrJonPayne #semrushlive SPONSOR LOCALNETWORKING EVENTS
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- 58. @MrJonPayne #semrushlive TAKE AWAYS •Get your (international) house in order. Even if you’re only local • Use Local Business Schema on each location page of your site • Audit the consistency of your NAP-OLP citations & fix them • Do good stuff in real life to get highly relevant local back links
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