Local SEO for B&B - Attracting International Customer

[LELOnic]

Hi Guys,

Hope the MOZ expert community will be able to help me

What would be the best way to manage the SEO for a Bed and Breakfast ?

As the B&B is in a touristic place in France attracting lots of German, American and British tourists, the website will be in French, translated in English and German. It will be set up under a .fr extension and using wordpress multisite for each languages, so it will look like this:

• French: www.mydomain.fr
• English: en.mydomain.fr
• German: de.mydomain.fr

They'll roughly have the same content for the business part, but they'll have different articles on their respective blogs.

Now my questions are:

1. If I sign up to Google my business (http://www.google.com/business/)

• Would I be able to translate all my business descriptions, separate the reviews per language, use google+ for different language?
• If not, then should I sign up for the French version of "google my business" and then open 2 separate G+ pages for the English and German version ?
• Can I open 3 different "google my business" account for each language but with the same google account, same telephone number and same business address ?
• Should I actually "translate" my business name and create 3 separate website so I can open a "Google my business" for each, but then they'll still have the same address and phone number ?

Basically, I want to find the best solution for people around the world to see the content in their own language (reviews, blog post...) and also show up on map listings for google.com /.co.uk / .fr / .de etc...

2. Other social media:

• Facebook: should I have one page and target the English language for each post in English, etc... Or should I have 3 facebook page in each language ?
• Should I have 3 pinterest accounts, or should I create 3 boards for each language so I can describe each pictures in proper language

3. Miscellaneous

Don't hesitate to give me any other important tips that I should think about before launching ! After being an employee for many years, I want to rock my own business

Cheers

[RobertFisher]

LELOinc

This is why I love Moz. We are all learning. Trust me with the recent whatever rollout about Local by Google I spent the last two days trying to wrap my hands around that impact and asking others in this community what they thought. Multiple brains is often better than mine.

When Miriam used the term Map out that brought me to something I find helpful when dealing with a complex project: draw it out. We have marker glass (4) in our conference room and two walls that are all glass. You can do some serious drawing and writing there. With something complex, I find it easier if I begin with a visual. Take the components and break them down, then look for relationships that may bring synergy or at least assistance or load leveling. See if that helps you get a good picture before you move forward. This is one of those issues where it will not hurt you to spend some time aiming before shooting.

All the best, thanks for your kind words,

Robert

[LELOnic]

Hi Miriam,

Thanks for your smart answer, it helps a lot.

I knew about facebook global page, but this option is only available for big spenders.... hopefully it will become accessible for everyone in the future. My plan is as right now to use the same facebook page with description in French... and then post in different languages targeting each post according to language. It will look messy when people look at my facebook page, but now a very small percentage of people see it (I'll get signups with the facebook like box), but at least once they liked the page, they'll see their own language only. I wish there was the same option for G+

Do you have a link that explain the twitter multi-language ? I could actually use twitter to "live chat" with people wanting to ask question before buying rooms.

Cheers

[LELOnic]

Hi Robert,

Thanks very much for spending your valuable time in helping me, I really appreciate it.

I did a lot of research already before posting and I figured as much that Google business wasn't the best to handle multiple language. I was hoping to find the next best solution with Moz community and I got just that, so thanks very much.

In my few years working in internet marketing and trying to understand google, I realized it was impossible to have "work around" Google... meaning that soon enough the work around won't be working properly as Google will have to change something. What I'm trying to do now is to create strategies that take in consideration what is the best user experience and how Google will find a way to get there at some points. Basically, what I'm saying is that right now, it's impossible to have multiple languages on my local listing... but tomorrow it will be possible. So no need of creating assets outside Google because they'll become obsolete.

Thanks again for your help, once I've chosen the name of my B&B, I'll open the blog and get ready for opening in June 2015.

Cheers

[MiriamEllis]

Hi Lel!

You've received some very thoughtful answers from the community. I've never actually had a client with this specific business model, but what I do know is that in local search, it's all about address. If you've got 1 physical address, that is going to equal 1 Google+ Local page. Yes, you are quite right about Google's guidelines regarding you having to pick 1 language and then letting them show it to users in other languages. After all, if I'm searching for a hotel in Stockholm, Sweden, I don't have to search for it in Swedish. Google knows what I'm after and shows me hotels in that city, regardless of me being located in the U.S.

Regarding Facebook, this was ringing a bell for me, in regards to your business model:

http://techcrunch.com/2012/10/17/facebook-global-pages/

I know Twitter offers multi-language targeting, but I not aware of Pinterest's policy on this nor can I find it, unfortunately. I remember an announcement about them supporting Spanish, but cannot find anything about their policies. Anybody else have access to guidelines on this?

I very much agree with what Robert has said about your business model likely requiring the development of a very clear strategy based on the internal resources at your disposal plus the guidelines of the various platforms. Overall, this will probably look something like:

1. A single page where Local is involved

2. Targeting where social is involved, if possible

3. Multi-language website/blog/content outreach

But planning out the details is going to take lots of thought!

[RobertFisher]

LELOnic

I want to be sure you are getting what you need from the forum; call it the caregiver in me. I understand the dilemma you face quite well and, unfortunately, there is not an easy answer here. The reason is that Google has never really supported multiple languages within G+ very well. Here is a quote from one of the smartest people on the planet re Google and Local,Places,plus, MM, etc. Mike Blumenthal: "Google has never fully supported multi-lingual listings in Places very well." This is from Nov. but those of us who have been at it a while remember when G had Local, which became Places, that begat Plus, then etc.

The reason this is difficult is that to truly answer your query it actually takes pages of writing. I am going to try to give you a synopsis that will allow you to carry out enough research to allow you to "learn" your way. When I am taking on something like multi lingual, multi country sites, I go very slowly and very methodically; I suggest you do the same here.

First go to Mike's blog and read this article on how to use MapMaker to assist your G+ with what you are trying to achieve. You will also see a download link for a PDF that was created by Dan Austin to use as a cheat sheet of sorts. I need you to read this next sentence from Mike who really knows this stuff very carefully five times: "As a side note, MapMaker is not for the faint of heart and is very quirky and often bug ridden. Caveat Emptor." Did you read it five times? If not go back as it is very important.

You need to understand that I own and manage a robust agency and I work at this daily. I have an expert on staff that I go to with my questions who lives on forums and blogs like Mike Blumenthals, Linda Buquet, and on the MOZ there is Miriam Ellis who is brilliant as well, etc. There are times we have to sit down and literally draw a picture of what will be done to be sure we get it right...and even then we can make mistakes.

You might want to go to the expense of learning Local SEO from Linda as she is a wonderful person who will also help anyone when they ask. I have paid to have our team members learn from her and my only complaint is I think she vastly undervalues herself, her knowledge, and her product that she delivers. She could probably charge 600 to $1K an hour to big companies. So. There is a ton to learn but there is also a lot of help as you go.

You can try to use the MM info by Mike that I have given you the link to and it is still fairly fresh info. Hopefully, I have provided the resources that will allow you to work things out. Then, remember, you can answer questions here as well. When you have worked through this you will have valuable knowledge. Share it.

Best

Robert

[LELOnic]

Hi Guys,

Anyone else has useful insight for me ?

[LELOnic]

Thanks for your answer.

Yes I think one facebook page is best.

But then it also means that my reviews will be mixed in languages then. Hopefully Facebook is good enough to change reviews according to your language.

Cheers

[LELOnic]

Thanks Robert for taking the time to answer.

1. If I understand properly on G+, I'll be able to target people only after they have added me ? Once they added me, I check their profile and see what language they post, then I add them to the proper circle. correct ?

2. It also means then that once they see my G+ page, all languages will be mixed ? Not very enticing to circle me if people think they are on the wrong language?

3. Also it means that having one Google + page means that I have one "Google my business" account. So if someone from the US search for a B&B in my city, I won't show up on the local map ? Or if I show up the description will be an automatic translation from my French description ?

4. It also means that I'll have only one youtube account, which is smart, but can I force subtitles according to their youtube language ?

Those questions are for whomever, @RobertFisher you don't need to spend more time helping me, I already appreciate the time you spent helping me already.

Cheers

[RobertFisher]

In using Google+ you will set up a circle for each of your French, English, and German version/language. One G+, three circles. Then, if you start getting visitors from China, Lebanon, etc. you add a circle and rock and roll.

Don't go to trouble of three sites IMO. use the subdomains as you have set them up and manage in WMT.

On Facebook and Pinterest, I would check their specific requirements. Obviously others have the issue. I have no international clients on Pinterest so I have never experienced it.

Best

[SwimsuitsDirect.com]

I'm not sure about the google business but with regards to the social media you probably only want one facebook page as Facebook typically doesn't let you have more than one with a single phone number.