creating local content for global audiences

CREATING LOCAL CONTENT TOCONNECT WITH GLOBAL AUDIENCES

www.enveritasgroup.com

PUBLISHINGCIRCA 1450


PUBLISHINGCIRCA 2012


Consumers are Driving LocalConversations


OLD MARKETING MODEL


NEW MARKETING MODEL

Zero Moment of Truth


Use Local Content to Win YourZERO MOMENT OF TRUTH


1. Drive Organic Traffic

2. Grow Conversions

3. Establish Content Consistency


Translation vs. Localization

Siri sound like buttocks in Japanese


Top Search Engines in China:

1. Baidu 75.9%

2. Google 18.9%

3. Sogou 2.4%

Multilingual Search Engine Optimization


Strategy for Localization Opportunities

What markets doesSofitel lack visibility?

What markets represent greatestgrowth potential?


Strategy to Target Local Audiences

1. Competitive Analysis

2. Keyword Research

3. Local Resources

4. Local Interviews

5. Website Analysis

6. Branding Materials


Create Style Guide for Consistency

Style Guide Examples

Style Guide Examples


Keyword Research

• Location

• Amenities

• Conference Facilities

• Restaurants

• Property Unique Selling Position


Keyword Localization

• Search Engines

• Local Vocabulary

• Cultural Nuances


Multilingual Meta Data Creation

MSEO Tools:

• Google Adwords

• SEOmoz

• Wordtracker

• Keyword Discovery


Content Integration

Client CollaborationAnd Involvement is Key


Keeping Local Content Fresh

• Competitive Analysis

• Keyword Research

• New Openings

• Renovations

• Special Offers


Common Errors and Pitfalls

• Never Forget Editing• No Magic SEO• Never Translate, LOCALLIZE

• MSEO by Local Speakers• Measurement• Niches


60% Decision Made Online

creating local content for global audiences

Business

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