Once you've translated and regionalized
content published on your site, along with a solid content strategy, you're
ready to tackle the off page components of SCO, and that means you'll be
starting to build links back to those pages, and encourage social interactions
and sharing. Just like with traditional SCO when it comes to promoting your
presence to local or global markets the bulk of your efforts will be spent
ensuring your content is being linked to, shared, and discovered by both search
engines and audiences. Multi-regional sites have ample opportunities to market
their sites to local audiences, and first and foremost you'll want to visit the
main search engines in your target markets, and sign up for their local business
portals.
For Google, for example, you can head over to
Google My Business and register your business. Over on Bing, you can claim your
business in Bing Places, and so on and so forth. Doing this allows you to
associate your organization with local addresses and local languages directly
in the eyes of the search engines, and there are lots of benefits to doing
this. Not only does it help to promote your business in these locations, it's
also giving the search engines links back to your site that are locally
relevant and a very high quality.
Beyond search engine local business listings,
you'll also want to investigate the relevant and quality directories that your
business may qualify for a listing in. You'll want to do some research into
each of these countries that you're targeting, but generally making sure to
follow traditional link and directory building tactics will steer you in the
right direction. That means you generally want to avoid directories that charge
you for a listing, or directories without focus that will list pretty much
anything, or directories that don't appear to curate or manage their listings.
You'll also want to look at sources such as popular review sites that may offer
reviews of your business, or your products and services, and make sure that
regional versions are claimed.
Review sites like Yelp, and TripAdvisor and
more have local versions, and are popular in many different countries, and
ensuring that you're listed gives more references to your localized pages for
the search engines to find. Of course, when your business is active in the
region some of the best links will come from things like community involvement,
events your organization may be hosting or attending, professional
associations, and even press coverage. Sponsoring a local event that gets
picked up in local news, for example, could very well earn you a few valuable
regionally focused back links.
Spending some time to identify local media
sources that maybe interested in your content or local leaders and partners
that you may share a common ground with will also help you develop content and
linking opportunities, and possibly new business as well. Finally, as you
increase exposure of your local sites it's important to approach every locale
uniquely, taking into consideration the culture, languages, and differences
across the regions. As with most things we've covered so far, to do this well
requires a knowledge of the local culture and language, and you'll need to
enlist an expert to help you out, but with perseverance and a commitment to
seeking out reliable, relevant, and authoritative links to your site you'll be
able to build a localized targeted presence for your localized content.
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