CREATING LOCAL CONTENT TO CONNECT WITH GLOBAL AUDIENCES
Creating local content for global audiences
Sep 14, 2014
In today's global economy brands must connect with local audiences to thrive and succeed. Learn how to go beyond simple translation to true localization to win your GOOGLE ZERO MOMENT OF TRUTH and connect with more customers around the world.
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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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