Think Globally, Act Locally: 5 Local SEO Strategies for Global Businesses

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This document discusses 5 local SEO strategies for global businesses to consider based on their business model. It provides examples of businesses that operate globally like Burger King and The Body Shop that should build separate local business pages. It also discusses businesses like Chevrolet and Mary Kay that encourage local partners to build their brand, as well as those like Dropbox and Vimeo that operate strictly online and should localize their websites. The document concludes with a checklist for global brands to get local rankings, including using multiple domain country codes, geo-targeting correctly, and engaging locally to build links.

Think Globally, Act Locally
5 L o c a l S EO St r a t e g i e s f o r Gl o b a l Bu s i n e s s e s

1. Your Business is Like Burger King
or The Body Shop

The strategy: Build and run separate
“Local Business” Google+ pages

2. Your Business is More Like
Chevrolet or Mary Kay

The strategy: Buy local domains and
localize your website.

4. Your Business Works Like Amazon
or Ryanair

I am talking about global brands
without local branches, but with
some local presence. Say,
warehouses, showrooms, cargo
buildings or training centers.

The strategy: Make sure to have
your NAP

5. You are Running Hôtel Ritz or Yale
University

The strategy: A single-domain,
multilingual website

Mar t in Kůra
Internat ional SEO St rategist
@HermanTinkura
cz.mar t inkura@gmai l . com

Software development is a largely collaborative effort, of which the actual encoding of program logic in source code is a relatively small part. Software developers have to collaborate effectively and communicate with their peers in order to avoid coordination problems. To date, little is known how developer communication during software development activities impacts the quality and evolution of a software. In this thesis, we present and evaluate tools and techniques to recover communication data from traces of the software development activities. With this data, we study the impact of developer communication on the quality and evolution of the software through an in-depth investigation of the role of developer communication during software development activities. Through multiple case-studies on a broad spectrum of open-source software projects, we find that communication between developers stands in a direct relationship to the quality of the software. Our findings demonstrate that our models based on developer communication explain software defects as well as state-of-the art models that are based on technical information such as code and process metrics, and that social information metrics are orthogonal to these traditional metrics, leading to a more complete and integrated view on software defects. In addition, we find that communication between developers plays a important role in maintaining a healthy contribution management process, which is one of the key factors to the successful evolution of the software. Source code contributors who are part of the community surrounding open-source projects are available for limited times, and long communication times can lead to the loss of valuable contributions. Our thesis illustrates that software development is an intricate and complex process that is strongly influenced by the social interactions between the stakeholders involved in the development activities. A traditional view based solely on technical aspects of software development such as source code size and complexity, while valuable, limits our understanding of software development activities. The research presented in this thesis consists of a first step towards gaining a more holistic view on software development activities.

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Think Globally, Act Locally: 5 Local SEO Strategies for Global Businesses

1. Think Globally, Act Locally 5 L o c a l S EO St r a t e g i e s f o r Gl o b a l Bu s i n e s s e s

2. 1. Your Business is Like Burger King or The Body Shop

3. What do these have in common? A global brand with local branches. The branches are often separate franchise businesses represented by locally registered companies.

4. The strategy: Build and run separate “Local Business” Google+ pages

5. 2. Your Business is More Like Chevrolet or Mary Kay

6. Chevrolet and Mary Kay both sell their products through distributors and partners who, in a lot of cases, don’t bear a common brand name.

7. The strategy: Encourage your partners to build your brand locally.

8. 3. You Operate Like Dropbox and Vimeo

9. The essence of these enterprises lies in a centralized approach of a global brand. They often operate strictly online without any local presence.

10. The strategy: Buy local domains and localize your website.

11. 4. Your Business Works Like Amazon or Ryanair

12. I am talking about global brands without local branches, but with some local presence. Say, warehouses, showrooms, cargo buildings or training centers.

13. The strategy: Make sure to have your NAP

14. 5. You are Running Hôtel Ritz or Yale University

15. Some businesses actually don’t have to expand to build a globally renowned but still a local brand: famous universities, tourist attractions, monuments, family-run businesses etc.

16. The strategy: A single-domain, multilingual website

17. The Checkl ist for Every Global Brand wi th Local Aspi rat ions: 1. Use Mul t iple ccTLDs or a Single ccTLD 2. Get Your Geo-Target ing Right 3. Run “Local Business” G+ Page(s) Tied to Your Local Domain(s) 4. Speak the Local Language 5. Get a Local Edge wi th Local Address/Phone No. 6. Implement Local Keywords in Your Websi te Content 7. Ent ice Local Link Bui lding by Engaging Local ly

18. Mar t in Kůra Internat ional SEO St rategist @HermanTinkura cz.mar t inkura@gmai l . com

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