Creating local content for global audiences
Post on 14-Sep-2014
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CREATING LOCAL CONTENT TOCONNECT WITH GLOBAL AUDIENCES
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PUBLISHINGCIRCA 1450
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PUBLISHINGCIRCA 2012
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Consumers are Driving LocalConversations
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OLD MARKETING MODEL
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NEW MARKETING MODEL
Zero Moment of Truth
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Use Local Content to Win YourZERO MOMENT OF TRUTH
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1. Drive Organic Traffic
2. Grow Conversions
3. Establish Content Consistency
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Translation vs. Localization
Siri sound like buttocks in Japanese
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Top Search Engines in China:
1. Baidu 75.9%
2. Google 18.9%
3. Sogou 2.4%
Multilingual Search Engine Optimization
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Strategy for Localization Opportunities
What markets doesSofitel lack visibility?
What markets represent greatestgrowth potential?
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Strategy to Target Local Audiences
1. Competitive Analysis
2. Keyword Research
3. Local Resources
4. Local Interviews
5. Website Analysis
6. Branding Materials
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Create Style Guide for Consistency
Style Guide Examples
Style Guide Examples
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Keyword Research
• Location
• Amenities
• Conference Facilities
• Restaurants
• Property Unique Selling Position
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Keyword Localization
• Search Engines
• Local Vocabulary
• Cultural Nuances
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Multilingual Meta Data Creation
MSEO Tools:
• Google Adwords
• SEOmoz
• Wordtracker
• Keyword Discovery
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Content Integration
Client CollaborationAnd Involvement is Key
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Keeping Local Content Fresh
• Competitive Analysis
• Keyword Research
• New Openings
• Renovations
• Special Offers
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Common Errors and Pitfalls
• Never Forget Editing• No Magic SEO• Never Translate, LOCALLIZE
• MSEO by Local Speakers• Measurement• Niches
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60% Decision Made Online
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