Leveraging pillar SEO and localisation to enhance global online visibility Peace Itimi Smile ID @Peaceitimi Speakerdeck.com/peaceitimi

87% of customers used Google to evaluate local businesses 69% Of digital traffic arises from local and organic searches 28% of individuals who search locally end up purchasing within a day 30% Of all mobile searches relate to location @Peaceitimi #brightonseo

Is local SEO really that important? For short - Yes. Easily more important than you might have thought. @Peaceitimi #brightonseo

The Local SEO conversion cycle Brand Awareness Customer Consideration SLA Leads funnel Local search @Peaceitimi #brightonseo

Achieving global visibility through SEO localisation. The what @Peaceitimi #brightonseo

@Peaceitimi #brightonseo Pillar SEO is a content marketing strategy that involves creating a comprehensive, authoritative piece of content (the "pillar") that covers a broad topic in depth. This pillar content is then supported by multiple shorter, more focused articles (the "cluster content") that link back to the pillar, helping to establish the pillar as a valuable resource for search engines and readers alike. Localization for SEO involves optimizing your website and content to target specific geographic locations, such as countries, regions, or cities. This is achieved by incorporating location-specific keywords, creating content tailored to local audiences, and ensuring that your website's technical elements (such as NAP - Name, Address, Phone number) are consistent and accurate across all local listings and directories. Localization and Pillar SEO can work together by creating comprehensive, authoritative pillar content that targets a broad topic relevant to a specific geographic location. This localized pillar content can then be supported by cluster content that focuses on more specific, location-based subtopics, helping to establish the website as a valuable resource for local audiences and search engines.

Achieving global visibility through SEO localisation & pillar content The why @Peaceitimi #brightonseo

Why target Pillar Content? Pillar content can improve search engine rankings by demonstrating expertise and authority on a topic. Comprehensive pillar content leads to better user engagement, longer site visits, and lower bounce rates. The pillar-cluster model efficiently organizes website content, making it easier for users and search engines to navigate. @Peaceitimi #brightonseo

Why target local SEO? Proximity Relevance Prominence Get close to your local audience Show that your solution is relevant to their immediate needs Establish a steady lead funnel by gaining prominence in your audience locale @Peaceitimi #brightonseo

Achieving global visibility through SEO localisation The how Smile ID case study @Peaceitimi #brightonseo

Google my business profile per location Ghana South Africa Nigeria Kenya Reflect locations on GMB @Peaceitimi #brightonseo

Localise your content - region specific landing pages @Peaceitimi #brightonseo

Localise your content - region specific guides @Peaceitimi #brightonseo

Rank for local keywords AML Compliance AML Compliance in South Africa AML Compliance requirements for Banks in South Africa Business Verification Business verification in Kenya How to verify a business in Kenya for AML Compliance KYC KYC in Ghana KYC checklists for financial institutions in Ghana @Peaceitimi #brightonseo

SERP Result @Peaceitimi #brightonseo Inference: Rwanda KYC guide page ranks page 1 and occupies the featured snippet for the keyword.

SERP Result @Peaceitimi #brightonseo Inference: Business verification page optimised for Africa, ranks page 1 for the keyword Across key countries

SERP Result @Peaceitimi #brightonseo Inference: A competitor, Youverify, adopting the same strategy to rank for business verification locally in Ghana and Egypt.

Market reports

Result Inference: ● Smile ID’s Identity fraud report 2024 ranks first page in Key countries across Africa ● Attracted over 50 local organic press mentions ● 75+ organic do-follow backlinks across multiple countries at a time.

Optimise, optimise, optimise Update website based on decisions. Load speed, easy navigation, relevant content. Monitor performance and gather the right data; Impressions, clicks conversions. etc Make better decisions on content direction and keyword targeting based off data. Constantly Optimise Gather data Implement Make better decisions @Peaceitimi #brightonseo

How does this all come together? Where it all ends Pillar pages Landing pages, guides, reports, etc Google my business Appear on google’s local business listing. Local ranking Targeting local keywords Brand mentions Organic PR benefits in local media and backlinks for authority building.

CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon and infographics & images by Freepik Thank you! @Peaceitimi #brightonseo