5 strategies that will help international companies compete locally in the SERPs.

1. Think Globally, Act Locally
5 L o c a l S EO St r a t e g i e s f o r Gl o b a l Bu s i n e s s e s

2. 1. Your Business is Like Burger King
or The Body Shop

3. What do these have in common? A
global brand with local branches.
The branches are often separate
franchise businesses represented by
locally registered companies.

4. The strategy: Build and run separate
“Local Business” Google+ pages

5. 2. Your Business is More Like
Chevrolet or Mary Kay

6. Chevrolet and Mary Kay both sell
their products through distributors
and partners who, in a lot of cases,
don’t bear a common brand name.

7. The strategy: Encourage your
partners to build your brand locally.

8. 3. You Operate Like Dropbox and
Vimeo

9. The essence of these enterprises lies
in a centralized approach of a
global brand. They often operate
strictly online without any local
presence.

10. The strategy: Buy local domains and
localize your website.

11. 4. Your Business Works Like Amazon
or Ryanair

12. I am talking about global brands
without local branches, but with
some local presence. Say,
warehouses, showrooms, cargo
buildings or training centers.

13. The strategy: Make sure to have
your NAP

14. 5. You are Running Hôtel Ritz or Yale
University

15. Some businesses actually don’t have
to expand to build a globally
renowned but still a local brand:
famous universities, tourist
attractions, monuments, family-run
businesses etc.

16. The strategy: A single-domain,
multilingual website

17. The Checkl ist for Every Global Brand wi th Local
Aspi rat ions:
1. Use Mul t iple ccTLDs or a Single ccTLD
2. Get Your Geo-Target ing Right
3. Run “Local Business” G+ Page(s) Tied to Your
Local Domain(s)
4. Speak the Local Language
5. Get a Local Edge wi th Local Address/Phone No.
6. Implement Local Keywords in Your Websi te
Content
7. Ent ice Local Link Bui lding by Engaging Local ly

18. Mar t in Kůra
Internat ional SEO St rategist
@HermanTinkura
cz.mar t inkura@gmai l . com