The slides from the talk I gave at Bath & Bristol Marketing Netweok in February 2015

1. TONIGHT’S TALK:
THINK GLOBAL - ACT LOCAL.
TOP TIPS FOR GLOCAL ON-LINE
MARKETING
#BBMN

2. #BBMN
SEARCH & SOCIAL
MARKETING AGENCY

3. PPC & DIGITAL MEDIA BUYING
#BBMN

4. VISUAL COMMUNICATION SPECIALISTS
#BBMN

5. CREATING MORE PROFITABLE
CUSTOMER RELATIONSHIPS
#BBMN

6. A WEB HOST YOU CAN RELY ON
#BBMN

7. INTEGRATED, EFFECTIVE
ONLINE MARKETING
#BBMN

8. #BBMN#BBMN

9. #BBMN#BBMN
Talking all at once
while waving your
hands with Father
Christmas

10. ME, MY SELFIE & I
– HOW ONLINE IDENTITY
MAKES THINGS GO VIRAL
BATH & COUNTY CLUB
THU 26.02.2015
#BBMN
TIFFANY MADDOX – RUBBER REPUBLIC

11. WHAT DID YOU WANT TO BE WHEN YOU
GREW UP?
-HOW A CHANGED EMPLOYMENT
MARKETPLACE MIGHT AFFECT YOU IN
2015 AND HOW YOU CAN RESPOND
CLIFTON CLUB
TUES 10.03.2015
#BBMN
FRANK HUTTON – HUTTON&CO

12. WHAT DID YOU WANT TO BE WHEN YOU
GREW UP?
-HOW A CHANGED EMPLOYMENT
MARKETPLACE MIGHT AFFECT YOU IN
2015 AND HOW YOU CAN RESPOND
CLIFTON CLUB
TUES 10.03.2015
#BBMN
FRANK HUTTON – HUTTON&CO

13. NEXT WEEK
SEARCH FOR BBMN
VIEW THE SLIDES
VIEW THE VIDEO
#BBMN

14. TONIGHT
TWEET #BBMN
#BBMN

15. THINK GLOBAL - ACT LOCAL:
TOP TIPS FOR GLOCAL ON-
LINE MARKETING
#BBMN

17. #BBMN @MrJonPayne
I’VE MADE ALL THE MISTAKES*
23 years in sales
16 years selling online
14 years running digital agencies
7 years in SEO, CRO & Social Marketing
I broke BT, I accidentally served all the pr0n and I spent all a
client’s budget accidentally advertising to the Taliban

18. CC

19. #BBMN @MrJonPayneEasy to do.

20. #BBMN @MrJonPayne
THINK GLOBAL
ACT LOCAL
YOUR PROBLEM

21. #BBMN @MrJonPayne
YOU NEED SALES
THE PROBLEM
CC

22. #BBMN @MrJonPayne
YOU NEED SALES
THE PROBLEM

23. #BBMN @MrJonPayne
YOU NEED SALES
THE PROBLEM

24. #BBMN @MrJonPayne
THINK GLOBAL
ACT LOCAL
GOOGLE IS A PAIN

25. #BBMN @MrJonPayne
THESE
GUYS

26. #BBMN @MrJonPayne
GOOGLE KEEPS
CHANGING
THE PROBLEM
WWF

27. #BBMN @MrJonPayneAnimal
Pics

28. #BBMN @MrJonPayne
Aardman

29. #BBMN @MrJonPayne
Overkill

30. #BBMN @MrJonPayne

31. #BBMN @MrJonPayne
London Pigeons

32. #BBMN @MrJonPayne
THINK GLOBAL
ACT LOCAL
THE RESOLUTION
GOOGLE DOESN’T “KNOW” where you are – so local offices,
even if you only have one, must act local

33. #BBMN @MrJonPayneFrom your website – Page Title (ranking factor) Meta Description
(not ranking factor)
NAPOLP

34. #BBMN @MrJonPayneObligatory “SEO Expert” slide showing top of ranking for
meaningless high traffic phrase URL = Ranking Factor
OLD SKOOL

35. #BBMN @MrJonPayneFreebase and Wikipedia / Wikidata
Sometimes Google+ or other trusted sources
NAPOLP

36. #BBMN @MrJonPayneYour website & Google+
NAPOLP

37. #BBMN @MrJonPayneYour website, Google+ & local citations.
NAPOLP

38. #BBMN @MrJonPayneYour website, Google+ & local citations.
https://www.google.com/webmasters/markup-helper/
NAPOLP

39. #BBMN @MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

40. #BBMN @MrJonPayne
SMASHING IT ON THE GOOGLE+

41. #BBMN @MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

42. AOC SW @MrJonPayne
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell

43. #BBMN @MrJonPayne
TRUSTWORTHY LOCAL
CITATIONS INCLUDING NAP(OLP)
Keep an eye on our blog for more…

44. #BBMN @MrJonPayne
TRUSTWORTHY LOCAL
CITATIONS (INCLUDING LINKS?)
It helps to have an engaged (and photogenic) team

45. I FEEL YOUR GLOBAL PRESENTS
CC

46. KNOWLEDGE GRAPH
Millward Brown 2014

47. #BBMN @MrJonPayne
GET A RESPONSIVE SITE

48. TARGET LANGUAGE & LOCATION
• Targeting English speakers in UK, German speakers worldwide
and English speakers in USA

49. #BBMN @MrJonPaynePro tip(s): In mainland China, Simplified Chinese is preferred.
Portuguese is loooooong. Leave more space!
PITFALLS
English ≠ Business Lang
Kenya ≠ Africa
Translation ≠ cultural
sensitivity
Text in images gets
missed
Google does not know
your target market

50. #BBMN @MrJonPayne
MULTI REGION BEST PRACTICE
Targeting English speakers in UK, German speakers worldwide
and English speakers in USA
URL: www.name.com/gb/
lang = en-GB
alternate = www.name.com/us/
alternate = www.name.com/de/
URL: www.name.com/us/
lang = en-US
alternate = www.name.com/en/
alternate = www.name.com/de/
URL: www.name.com/de/
lang = de
alternate = www.name.com/en/
alternate = www.name.com/us/
http://googlewebmastercentral.blogspot.co.uk/2012/05/multilingual-and-multinational-site.html

51. @MrJonPayne
for awesome slides