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

1. HOW TO MANAGE LOCAL SEO
FOR GLOBAL BRANDS
A GLOBAL
STRATEGY
FOR LOCAL
SEO
HELGA BENDEA

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. LOCAL SEARCH RESULTS | LOCAL PACK
ABC LOCAL
PACK
BRAND
SEARCH
CLASSIC
LOCAL PACK
UNBRANDED
SEARCH

4. LOCAL SEARCH RESULTS | LOCAL FINDER

5. LOCAL SEARCH RESULTS | GOOGLE MAPS

6. LOCAL RESULTS | KNOWLEDGE PANEL

7. LOCAL RESULTS | HOTEL LOCAL PACK

8. LOCAL RESULTS | HOTEL LOCAL FINDER

9. KNOWLEDGE PANEL | HOTEL RESERVATION

10. LOCAL RESULTS | HOTELS ON GOOGLE MAPS

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. TRAFFIC AND ACTIONS | HOTEL INDUSTRY
CALLS
6%
DIRECTIONS
44%
NON GMB
VISITS
30%
GMB
VISITS
20%
70%
LOCAL
SEO

13. COORDINATION & STRATEGY
DATA ANALYSIS
WEBSITE
PROFILE
CITATIONS
POPULARITY

14. WEBSITE
PROFILE
CITATIONS
POPULARITY
COORDINATION & STRATEGY
DATA ANALYSIS

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. 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. 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. 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. WEBSITE
PROFILE
CITATIONS
POPULARITY
COORDINATION & STRATEGY
DATA ANALYSIS

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. PROFILE
WEBSITE
CITATIONS
POPULARITY
COORDINATION & STRATEGY
DATA ANALYSIS

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. LOCAL DIRECTORIES & RELEVANT
WEBSITES FOR LOCAL SEO | FRANCE

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. CITATIONS
POPULARITY
PROFILE
WEBSITE
COORDINATION & STRATEGY
DATA ANALYSIS

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. COORDINATION & STRATEGY
PROFILE
WEBSITE
CITATIONS
POPULARITY
DATA ANALYSIS

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. POPULARITY
DATA ANALYSIS
PROFILE
WEBSITE
CITATIONS
COORDINATION & STRATEGY

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. 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. THANK YOU
QUESTIONS
HELGA BENDEA
SEO LEAD
ACCENTURE INTERACTIVE ITALY
helga.andreea.bendea@accenture.com
www.linkedin.com/in/helgabendea