Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

of

Global Strategy for Local SEO - Helga Bendea Slide 1 Global Strategy for Local SEO - Helga Bendea Slide 2 Global Strategy for Local SEO - Helga Bendea Slide 3 Global Strategy for Local SEO - Helga Bendea Slide 4 Global Strategy for Local SEO - Helga Bendea Slide 5 Global Strategy for Local SEO - Helga Bendea Slide 6 Global Strategy for Local SEO - Helga Bendea Slide 7 Global Strategy for Local SEO - Helga Bendea Slide 8 Global Strategy for Local SEO - Helga Bendea Slide 9 Global Strategy for Local SEO - Helga Bendea Slide 10 Global Strategy for Local SEO - Helga Bendea Slide 11 Global Strategy for Local SEO - Helga Bendea Slide 12 Global Strategy for Local SEO - Helga Bendea Slide 13 Global Strategy for Local SEO - Helga Bendea Slide 14 Global Strategy for Local SEO - Helga Bendea Slide 15 Global Strategy for Local SEO - Helga Bendea Slide 16 Global Strategy for Local SEO - Helga Bendea Slide 17 Global Strategy for Local SEO - Helga Bendea Slide 18 Global Strategy for Local SEO - Helga Bendea Slide 19 Global Strategy for Local SEO - Helga Bendea Slide 20 Global Strategy for Local SEO - Helga Bendea Slide 21 Global Strategy for Local SEO - Helga Bendea Slide 22 Global Strategy for Local SEO - Helga Bendea Slide 23 Global Strategy for Local SEO - Helga Bendea Slide 24 Global Strategy for Local SEO - Helga Bendea Slide 25 Global Strategy for Local SEO - Helga Bendea Slide 26 Global Strategy for Local SEO - Helga Bendea Slide 27 Global Strategy for Local SEO - Helga Bendea Slide 28 Global Strategy for Local SEO - Helga Bendea Slide 29 Global Strategy for Local SEO - Helga Bendea Slide 30 Global Strategy for Local SEO - Helga Bendea Slide 31 Global Strategy for Local SEO - Helga Bendea Slide 32
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

0 Likes

Share

Download to read offline

Global Strategy for Local SEO - Helga Bendea

Download to read offline

Global Strategy for Local SEO - How to Manage Local SEO for Global Brands

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Global Strategy for Local SEO - Helga Bendea

  1. 1. HOW TO MANAGE LOCAL SEO FOR GLOBAL BRANDS A GLOBAL STRATEGY FOR LOCAL SEO HELGA BENDEA
  2. 2. LOCAL SEARCH Percentage of local search queries users type on Google 46% Percentage of local mobile searches resulting in an online or in-store purchase 78%
  3. 3. LOCAL SEARCH RESULTS | LOCAL PACK ABC LOCAL PACK BRAND SEARCH CLASSIC LOCAL PACK UNBRANDED SEARCH
  4. 4. LOCAL SEARCH RESULTS | LOCAL FINDER
  5. 5. LOCAL SEARCH RESULTS | GOOGLE MAPS
  6. 6. LOCAL RESULTS | KNOWLEDGE PANEL
  7. 7. LOCAL RESULTS | HOTEL LOCAL PACK
  8. 8. LOCAL RESULTS | HOTEL LOCAL FINDER
  9. 9. KNOWLEDGE PANEL | HOTEL RESERVATION
  10. 10. LOCAL RESULTS | HOTELS ON GOOGLE MAPS
  11. 11. LOCAL SEO | HOTEL INDUSTRY 40% Local search results generate 40% of the SEO visits to the website VISIBILITY TRAFFIC More visibility for unbranded keywords: RANKINGS in local search results vs. other search results 1 10 LOCAL PACK CLASSIC RESULTS
  12. 12. TRAFFIC AND ACTIONS | HOTEL INDUSTRY CALLS 6% DIRECTIONS 44% NON GMB VISITS 30% GMB VISITS 20% 70% LOCAL SEO
  13. 13. COORDINATION & STRATEGY DATA ANALYSIS WEBSITE PROFILE CITATIONS POPULARITY
  14. 14. WEBSITE PROFILE CITATIONS POPULARITY COORDINATION & STRATEGY DATA ANALYSIS
  15. 15. LOCAL PROFILES STRUCTURE AND ACCESSIBILITY ACCOUNT SETUP Separate accounts for each region (EU, AMER), brand, etc. BULK ACCOUNT VERIFICATION Requesting bulk verification to automatically verify all the business listings belonging to the same group / account USER MANAGEMENT Managing permission levels for local administrators to protect the account ACCESS REQUESTS Quickly denying access when receiving requests from third parties to make sure they cannot claim the listings NEW LISTINGS Creating a new listing or claiming an existing one. Deleting duplicate listings. CLOSED LISTINGS Adding closed business listings to a separate group without deleting them to be able to retain access to the listings PROFILES TO MANAGE Based on the search engines used by your target audience
  16. 16. GOOGLE MY BUSINESS PROFILE INFORMATION Name Category Address Phone Website Business Hours Description Attributes Photos Opening Date Menu / Services Hotel Check in/out Times INSIGHTS Brand / Unbranded Searches Google Search / Maps Views Website Visits Get Directions Calls COMMUNICATION Reviews Posts* Messages*** Free Google WebsiteBookings**Questions & Answers
  17. 17. MANAGING UPDATES MANAGE DIRECTLY CONTACT GOOGLEACTION Listing status is pending verification / access needed / disabled / suspended / error / closed Duplicate listings / addresses / store codes * ClaimDuplicate listings belonging to another owner Business name Category and description ** Address and pin on the map Phone number and website URL Reporting inappropriate reviews or photos *** Attributes, business hours, services New data Data removed Data replaced
  18. 18. COMMUNICATING WITH CLIENTS CLIENT REVIEWS QUESTIONS & ANSWERS Local management with dedicated tool (GMB access) Global management – contacting Google Difficult local management (very few tools) Global management – contacting Google Reply both to negative and positive reviews Encourage clients to write reviews Reply to user questions (using the owner account) Vote for the answers and report any abuse / spam Impact on ratings, CTR and rankings New functionality, may work as competitive advantage
  19. 19. WEBSITE PROFILE CITATIONS POPULARITY COORDINATION & STRATEGY DATA ANALYSIS
  20. 20. WEBSITE OPTIMIZATION LOCATION ON GOOGLE MAPS (EMBEDDED) NAP – NAME – ADDRESS – PHONE PRICES AND REVIEWS STRUCTURED DATA (NAP, REVIEWS, PRICES) CONSISTENTWITHTHELOCALPROFILE URL – TITLE – META DESCRIPTION PHOTOS & VIDEOS STRUCTURED, OPTIMIZED CONTENT CALL TO ACTION TECHNICAL AND MOBILE OPTIMIZATIONTECHNICAL AND MOBILE OPTIMIZATION
  21. 21. PROFILE WEBSITE CITATIONS POPULARITY COORDINATION & STRATEGY DATA ANALYSIS
  22. 22. LOCAL SEO TOOLS Tracking mentions to leverage link opportunities Local SEO insights and reporting Synchronizing citations (local directories and partner network) Managing updates and other changes Preventing and managing duplication Managing reviews: notifications, replies, etc.
  23. 23. LOCAL DIRECTORIES & RELEVANT WEBSITES FOR LOCAL SEO | FRANCE
  24. 24. OTHER SOURCES FOR LOCAL CITATIONS AND LINKS Partnerships with other local businesses and media Events: sports, concerts, conferences Sponsorships, offers and initiatives promoted by your local business Mentions of your business on local websites
  25. 25. CITATIONS POPULARITY PROFILE WEBSITE COORDINATION & STRATEGY DATA ANALYSIS
  26. 26. Local mentions, citations and links Linkbaiting : destinations, offers Brand mentions and links Linkbaiting : guides, tools, researches GLOBAL STRATEGYLOCAL STRATEGY OFF-SITE & OUTREACH ACTIVITIES
  27. 27. COORDINATION & STRATEGY PROFILE WEBSITE CITATIONS POPULARITY DATA ANALYSIS
  28. 28. COORDINATION & STRATEGY DATAANALYSIS GLOBALLOCAL Accessibility and local listing management Review & other info management (e.g. photos) Rebranding and website migration SEO for local business pages Local citation tool management Local citation campaign management Generic content production for outreach Specific content production for outreach Global analysis and reporting Local business audit Global / brand / region / country-level strategies Strategies for a specific destination / local business WEBSITE CITATIONSPROFILE POPULARITY
  29. 29. POPULARITY DATA ANALYSIS PROFILE WEBSITE CITATIONS COORDINATION & STRATEGY
  30. 30. ANALYSIS AND REPORTING GLOBAL VISITS FROM GOOGLE MY BUSINESS ENGAGEMENT WITH LOCAL LISTINGS IMPRESSIONS, CTR AND RANKING WEBSITE BACKLINK PROFILE LOCAL AUDIT FOR A SPECIFIC DESTINATION OR LOCAL BUSINESS LOCAL CITATION PROFILE
  31. 31. LOCAL SEO FOR A GLOBAL BRAND SYNERGY BETWEEN THE LOCAL AND GLOBAL DIMENSIONS CONSISTENCY IN THE ORGANIZATION AND PROCESS DESIGN SCALABILITY THANKS TO AUTOMATIZATION AND THE CAPABILITY TO DELIVER HIGH VOLUMES ON A GLOBAL SCALE
  32. 32. THANK YOU QUESTIONS HELGA BENDEA SEO LEAD ACCENTURE INTERACTIVE ITALY helga.andreea.bendea@accenture.com www.linkedin.com/in/helgabendea

Global Strategy for Local SEO - How to Manage Local SEO for Global Brands

Views

Total views

144

On Slideshare

0

From embeds

0

Number of embeds

6

Actions

Downloads

6

Shares

0

Comments

0

Likes

0

×