Glocalise your online marketing
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The slides from my Think Global, Act Local webinar for SEMrush on 17th August 2015
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Glocalise your online marketing
- 1. @MrJonPayne #semrushlive THINK GLOBAL ACT LOCAL GLOCALISE YOUR ONLINE MARKETING
- 2. @MrJonPayne #semrushlive LETS TALK ABOUT • 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 LITTLE MONKEY • UK based Search & Social Media Agency • Mission: Unlock Potential, Online • Our clients should fire us in a year
- 6. @MrJonPayne #semrushlive THE COMPANY WE KEEP • £5m - £750m Turnover • Ecommerce • Retail • Manufacturing • Engineering • Legal • Recruitment
- 15. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-GB” en = English
- 16. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-GB” GB = Great Britain
- 17. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-GB” This content is for English speakers in Great Britain
- 18. @MrJonPayne #semrushlive LANG ATTRIBUTE lang=“en-US” This content 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 ISO 3166-1 alpha-2 codes • Find yours: https://en.wikipedia.org/wiki/ISO_3166-1_alpha-2
- 24. @MrJonPayne #semrushlive MULTIPLE SITES TARGETING MULTIPLE LOCATIONS & LANGUAGES
- 26. @MrJonPayne #semrushlive MULTI-REGION BEST PRACTICE 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 of Domain 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 of Domain Authority, easily passed between country sites
- 30. @MrJonPayne #semrushlive LOCAL SCHEMA BECAUSE AMIT’S BUILDING A STAR TREK COMPUTER
- 31. @MrJonPayne #semrushlive HELP POPULATE THE 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 BUSINESS SCHEMA https://schema.org/LocalBusiness
- 34. @MrJonPayne #semrushlive CONSISTENT NAP ON 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-Fr 09:00-17:30 (as https://schema.org/openingHours )
- 37. @MrJonPayne #semrushlive CONSISTENT NAP-OLP ON GMB
- 38. @MrJonPayne #semrushlive LOCAL BUSINESS MICRODATA
- 40. @MrJonPayne #semrushlive EMBED MAP FROM YOUR GMB PAGE
- 41. @MrJonPayne #semrushlive WITHOUT SCHEMA, IF IT MATCHES YOU MIGHT BE OK. FOR A WHILE.
- 43. @MrJonPayne #semrushlive LOCAL CITATIONS Consistent Name Address Phone Number Opening Hours Logo Profiles (social)
- 44. @MrJonPayne #semrushlive TRUSTWORTHY LOCAL CITATIONS INCLUDING NAP-OLP
- 45. @MrJonPayne #semrushlive COMMON NAP INCONSISTENCIES 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 UP FOR TRIALS https://www.brightlocal.com/ https://moz.com/local
- 47. @MrJonPayne #semrushlive GET LOCAL BACK LINKS BECAUSE LOCAL
- 48. @MrJonPayne #semrushlive OLD SKOOL SEO • Analyse backlinks to URLs that perform well in Local Pack
- 49. @MrJonPayne #semrushlive OLD SKOOL SEO • 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
- 52. @MrJonPayne #semrushlive DO STUFF IRL IT’S HARD TO BEAT
- 53. @MrJonPayne #semrushlive BE BRILLIANT. ASK FOR REVIEWS
- 54. @MrJonPayne #semrushlive GMB GIVE AWAY YOUR BEST BLOGS
- 56. @MrJonPayne #semrushlive SPONSOR LOCAL NETWORKING EVENTS
- 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