The Power of Localised Content Marketing Strategies

Localised content marketing is crucial for accommodation and F&B businesses aiming to thrive in their local markets. Tailoring content to meet local audiences’ specific needs and preferences can significantly boost visibility and engagement. As an agency specialising in local search optimisation for the hospitality industry, we know the strategies needed to optimise local search presence on platforms like Google, Bing, and Apple Maps.

Localisation in Search Engines & Citation Platforms

  • Google Listings – Google is a key tool for local search optimisation. While it automatically translates some content based on user location and browser language settings, not all parts of a Google listing are translated. Details such as amenities, categories, and working hours are often translated automatically, but business descriptions and posts require manual translation. Reviews and questions are automatically translated if the language is detectable.
  • Bing Listings – On Bing, only certain elements of business profiles are automatically translated. The Bing Places dashboard lacks dedicated fields for in-language information, but sometimes it pulls in-language content from official sources like Booking.com. Inaccuracies can be corrected with Bing Support. Bing may display reviews in the same language from platforms like TripAdvisor, depending on the user’s language settings.
  • Apple Maps Listings – For Apple Maps, local language titles and descriptions need manual input, while amenities are translated automatically. The address is usually displayed in English, regardless of language settings.
  • Citations & Local Directories – Directories often require manual input for in-language information. Business owners should review translated versions of articles and mentions in global directories, such as Wikipedia, to ensure the accuracy of essential business details like name, address, phone number, and website. 

A key strategy for improving your business’s localisation in search engines and citation platforms is to manually translate essential sections of your business listings and website. This ensures both accuracy and cultural relevance, which can significantly enhance your connection with local audiences. Additionally, regularly monitoring and updating your listings and content to keep all information current and relevant is crucial. By maintaining up-to-date and precise content, you can ensure continued relevance and accuracy, thereby improving your local search presence and attracting more local customers.

Localising Your Content for Maximum Impact

Crafting translated (localised) posts and content is a strategic endeavour aimed at resonating with diverse audiences across different linguistic and cultural backgrounds. This involves more than mere translation; it requires a deep understanding of the nuances, preferences, and idiomatic expressions of the target audience. By tailoring content to the language and cultural context of specific regions, businesses can forge stronger connections with local customers and enhance engagement. For example, a global hotel chain might create posts highlighting local attractions, events, or customs in the local language to foster a sense of belonging and relevance. Similarly, a restaurant could adapt its menu descriptions and promotional materials to reflect local culinary preferences and language conventions, ensuring they resonate authentically with the local community. By investing in translated content that feels native and culturally relevant, businesses can effectively break down language barriers, build trust, and cultivate a loyal customer base in diverse markets.

Leveraging Citations & Local Directories

In the realm of location-specific citations/directories and in-language keywords, precision and strategic planning are indispensable. It’s imperative to meticulously curate and update your business information across various directories and citation platforms catering to your target location. For instance, ensuring that your business name, address, and contact details are accurately represented in local languages on platforms like Yelp, TripAdvisor, and local business directories establishes credibility and trust among local customers. Moreover, integrating location-specific keywords into your website’s metadata, headings, and content not only signals relevance to search engines but also resonates with users conducting localised searches.

Bonus Tip: YouTube Content Localisation

Incorporating local language keywords into actively managed YouTube channels and publishing in-language content, including video titles, descriptions, and tags, can significantly boost your local search optimisation efforts. By doing so, you ensure your videos are discoverable by local audiences and resonate more deeply with them. This strategy not only enhances your visibility on YouTube but also improves your overall local search presence. Videos showcasing local attractions, events, or behind-the-scenes glimpses of your business, narrated or subtitled in the local language, can create a more engaging and personalised experience for viewers, driving higher engagement and loyalty.

In a Nutshell

Localised content marketing is a powerful strategy for accommodation and F&B businesses aiming to improve their local search presence. By optimising business listings, leveraging local keywords, creating location-specific content, and encouraging user-generated content, businesses can effectively enhance visibility on platforms like Google, Bing, and Apple Maps. Embrace these strategies to connect with your local audience and unlock the full potential of your business. By following these guidelines and staying proactive in your local search optimisation efforts, you’ll be well on your way to dominating the local search landscape and attracting more customers to your business.

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