Adopting a Local Search Strategy For Multi National Clients

Most people think of local people as at the level of the city when you say “Local Market Strategy” That means Google Local in search, using geographic keyword delimiters, local directories, etc.Do you want to learn more? Visit -Simple SEO Tips For New Bloggers

But a local strategy is one for a specific country for large enterprise-sized customers. The decision is typically faced by multi-nationals:

Will they have a single overriding strategy for all markets?

or

For each market (country) in which they play, they will have a local strategy (including various products, pricing, etc).

It has a huge impact on your search strategy and how this question is answered (at least it should).

Why does a Local Search Strategy matter?

Within the search results, Google gives preference to local websites. Special treatment is given to Canadian businesses on .ca; Brit’s on .co.uk and recently American’s on .com.

It is very probable that more weight will be given to local factors as the search engine algorithms change. Although it is very common at present to see a handful of large powerful sites dominating the outcomes of a multitude of extensions, it will become more difficult to rank in another country in the future.

How does Google determine the nationality of a website?

There are many variables that help search engines determine a website’s nationality:

  1. Extension – is an extension (.ca); (.co.uk); (.com.au); (.com); etc.
  2. Hosting – where is it hosted on the site?

Using that extension in your url or being hosted in that country is the best way to be considered local to a particular extension.

Beware of your hosting solution if you have a .com and are looking to rank outside the US. Hosting companies may appear to be local when they are actually themselves hosted in another country.

Other signals to search engines that assist with a website’s nationality include:

  1. Google Webmaster Tools – choice of country
  2. Whois – The Register Address
  3. Page Contact Us
  4. The country from which most of your connections originate is more difficult to control. This could have serious implications in the future for those of you who outsource most of your link construction to another country.

In determining whether to adopt a local search strategy, what are the considerations?

There are essentially three major alternatives to evaluate. Each of these has its own pros and cons.