Google Localisation - The Facts

Google Localisation - The Facts

Google Localisation

With the advent of cloud marketing and mash-up websites, the importance of geographic location continues to build. How can you optimise your content and proposition to make the most of location-based services and marketing?

To cut a long & potentially yawn filled story short, here are the technical facts:

  • Google delivers localised results in normal SERPs (not places) on generic queries
  • Mashup sites are essentially more participatory website offerings ( Web 2.0 ) with increasing user-defined content and services
  • Localisation is the process of adapting content to a specific region or language by translating text and adding locale-specific references. Further Glossary here
  • Translation is a key part of localisation, the process of updating a product / service (*web content) for additional locales (region’s and / or languages)

Need an example of a Mashup site? Take a look at the Viper Marketing Geo Content Map. Click on the magnifying-glass icon, top right and play around with the filters to guide you to content - specific to you.

According to Aaron Boodman, quoted in BusinessWeek online, “The Web was originally designed to be mashed up. The technology is finally growing up and making it possible.” And, as ‘Google’s mission is to organise the world’s information and make it universally accessible and useful, essentially, technology is starting to integrate with user-experience & encompass the need for local and cultural transference.

So, what does Google say on the topic of localisation?

‘If you’ve never adapted your website to local users, here are some basic steps:

Internationalise

What does this mean? Well, it simply means that once you had separated factors such as currency & text from site navigation & internationalised your website, you could then localise it into as many languages as you need with little to no additional software development cost.

Localise

For most businesses, localisation means translating your website text into a new language. For others, localisation can also mean adapting an offering to the needs of the local market. For example, selling beef burgers may not work well in India, but chicken or veggie burgers may do better.’

So, we’ve got the basic facts, but, ‘what does this mean for my business?’ Well,let’s look at some simple ways to improve your localised SEO for starters:

  • Address in the footer

It is vital to make sure that your business’s postal address is included in the footer section of every single page within your website. Doing this significantly enhances your local relevance for Google search.

  • Local Directions

If you have a fixed office, try & include directions in your contact page, in addition to your postal address and a map include some text that provides local directions signposting carriageways & local landmarks.

  • Register on Google Maps

This is paramount. No further notes necessary.

  • Use of words & language

By using words or vocabulary specific to the region, you can improve your website’s apparent relevance significantly as far as Google is concerned.

Tips for delving into markets further afield:

  • Be culturally sensitive

Localisation means more than just translating your content word-for-word. Use professional translators who are native speakers in the target language to help you accurately tailor your message.

  • Ensure the quality of the content on your site

If you’re looking to represent your business in local markets, you will need to ensure that your onsite content is in tip-top shape. Remember that a piece of software will not be able to detect the nuances of language necessary for Global domination!

In essence your digital marketing should mirror the above sensitivities and encompass a passionate understanding of you target market / buyer persona(s) & customer journey.

As such, you will need to consider: Blogger outreach in local markets, the localisation of video content to ensure voice-overs are connecting with your audience and ensuring that your content marketing is relevant & delivered - on the ground. If would like guidance or assistance in any of these areas - speak to us at #TeamViper

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