Adapting your Website for International Trade, 10 June 2014

© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 1

Adapting Your Website For International TradeNotburga Preining 10.06.2014


Agenda

– Introduction

– Is your website ready to go

international?

– The international web opportunity

– Options for an international web strategy

– Building an international website

– Optimising your international website

– Introduction to international social media

– UKTI Export Communications Review


Is Your Website Ready To Go International?


The International Web Opportunity


The world is on the web

Internet users in the world by geographic regions

Source: Internet World Stats www.internetworldstats.com/stats.htm

Estimated internet users are 2,405,518,376 on 30 June 2012 Copyright © 2012 Miniwatts Marketing Group

24.3

90

167.3

254.9

273.8

518.5

1076.7

0 100 200 300 400 500 600 700 800 900 1000 1100 1200

Oceania / Australia

Middle East

Africa

Latin America / Caribbean

North America

Europe

Asia

Millions of Users


… in many different countries

Source: Internet World Stats www.internetworldstats.com/top20.htm Copyright © 2012 Miniwatts Marketing Group

List of Top 10 countries by number of internet users – 30 June 2012

Rank Country Internet users

1 China 538,000,000

2 United States 245,203,319

3 India 137,000,000

4 Japan 101,228,736

5 Brazil 88,494,756

6 Russia 67,982,547

7 Germany 67,483,860

8 Indonesia 55,000,000

9 United Kingdom 52,731,209

10 France 52,228,905


It’s not just in English

Top 10 languages in the internet

Source: Internet World Stats www.internetworldstats.com/stats7.htm

Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group

39.4

59.7

59.8

65.4

75.4

82.6

99.2

165.0

510.0

565.0

0 50 100 150 200 250 300 350 400 450 500 550 600 650 700

Korean

Russian

French

Arabic

German

Portuguese

Japanese

Spanish

Chinese

English

Millions of Users


Why internationalise?

• 70% of online search enquiries are not in English (source: Oban Multilingual)

• Customers are four times more likely to buy from a website in their own

language (source: IDC)

• Visitors stay twice as long if a website is in their own language (source: Forrester Research)

• 90% of European internet users visit websites in their own language(source: EU EuroBarometer)


Options For An International Web Strategy


The international web journey

Get it right in English Localise & translateGive a global impression

Local country domains

Optimise in English Optimise for other regions / languages

UK website in

English

International website in English

Country pages

Language pages



Agent & distributor websites

Agent & distributor websites

11

global messages

12

global messages

13

Country-specific page

14

One page in Germanon local domain

15

Local

country

domain


Options for an international web strategy

• Secure a .com or generic top level domain name

• International section

e.g. www.yourcompany.com/international or www.international.yourcompany.com

• Country-specific pages

e.g. www.yourcompany.com/us or www.us.yourcompany.com

• Language-specific pages

e.g. www.yourcompany.com/fr or www.fr.yourcompany.com

• Local country code domains with local content & local languages

e.g. www.yourcompany.fr, www.yourcompany.es, www.yourcompany.ie


International domain strategy checklist

• Generic top level domain name

e.g. .com .eu .asia

• Reserve other generic top level domain names

e.g. .biz .info

• Local country code domains (brand or keyword still in English)

e.g. www.training.fr

• Local country code domains (brand or keyword in other language)

e.g. www.formation.fr

• Internationalised domain names

e.g. in Japanese, Chinese, Korean, Arabic scripts


Building An International Website


Design, navigation & structure

• Technical best practice

• Clear, user-friendly layout and navigation

• Calls to action

• Visuals – a picture says a thousand words


The world is going Mobile!

• A fifth of page views in

Europe are from mobiles

and tablets (source: comScore Jan 2013)

• Mobile only site

• Responsive website


International website content

• In good quality international English

• Well structured

• Well written

• Well explained

• Consistent

• Frequently asked questions (FAQs)

• Glossary

• No typos!!


Localised / multilingual website content

• Finalise English version of copy

• Translate/copy-write professionally

• Proofread professionally

• Some languages take more space than English (up to 30%)

• N.B.!! Google Translate


Title style Tahoma Regular 30ptTitle style Tahoma Regular 30ptSubtitle Tahoma 20ptSubtitle Tahoma 20pt

Content

Home & why us

Products &

services

Where & how to

buy

Case studies &

testimonials

News & events

Awards,

accreditations &

memberships

About us

Contact us

UK

UK message

UK products / services

Where & how to buy in

the UK

UK case studies,

testimonials, client lists

UK news & events,

press releases

UK awards,

accreditations,

memberships

UK management team

bios & photos

UK contact details

International

International message

International products /

services

Where & how to buy

internationally, world map

International case studies,


International news &

events, press releases

International awards,

accreditations,

memberships

Export / international team

bios & photos

Regional contact details

Localised

Message for local

market

Products / services for

local market

Where & how to buy in

the local country

Local case studies,


Local news & events,

press releases

Local awards,

accreditations,

memberships

Local team contacts &

languages spoken

Local contact details


Optimising Your International Website


You have to do it all

• Keyword analysis in English

• Tag in English

• Update content with keywords

• Keyword analysis in other languages

• Tag in other languages

• Update content with local language keywords

• Monitor visitors, enquiries & sales


Put your keywords in all the right places

• Title tags

• Description tags

• Keyword tags

• Headings (h1, h2, h3)

• Alt tags

• File/page/url names

• Image/video file names

• PDF/other media file names

• In website copy

• In glossary

• In FAQs

• In links

• In sitemap

• In breadcrumb navigation

• In navigation tabs

Different keywords on every page


Optimise each & every web page

<title>Online Audio Language Magazines –Language Advantage </title>

<meta name="description" content="Think French, Think Spanish and Think Italian online audio language magazines for intermediate and advanced levels -recommended by Language Advantage" />

<meta name="keywords" content="audio, courses, french, italian, language, language advantage, learn, magazine, online, spanish, speak, think french, think italian, think spanish” />

different tags on each web page

28

optimiseeach webpage

6

1

5

2

3

4

7

© Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining


Title style Tahoma Regular 30ptTitle style Tahoma Regular 30ptSubtitle Tahoma 20ptSubtitle Tahoma 20pt

8

9

title tag &description

tag

30

Google.fr

- pages in

French

31Sources: http://returnonnow.com/2012/06/search-engine-market-share-country/ ; The Webcertain Global Search & Social Report 2013


Country

Argentina

Australia

Brazil

Canada

Czech Republic

China

Denmark

France

Germany

India

Indonesia

Leader

Google

Google

Google

Google

Google

Baidu

Google

Google

Google

Google

Google

95

87

97

90

75

62

97

92

94

95

92

Runner up

Bing

Bing

Bing

Bing

Seznam

360 Search

Bing

Bing

Other

Other

Yahoo

4

3

2

8

25

22

2

4

6

5

5

Country

Italy

Japan

Mexico

Netherlands

Poland

Russia

Saudi Arabia

South Korea

Spain

United Kingdom

United States

Leader

Google

Yahoo Japan

Google

Google

Google

Yandex

Google

Naver

Google

Google

Google

87

56

91

94

97

62

97

62

96

94

67

Runner up

Virgilio

Google

Bing

Vinden

Other

Google

Yahoo/Bing

Daum

Yahoo/Bing

Bing

Bing

5

31

7

3

3

26

3

20

4

5

18

Search engine market shares around the world (percentages)


Search is global

“Every day

Google answers more than one billion questions

from people around the globe

in 181 countries and 146 languages”

“Yahoo attracts more than half a billion consumers

every month in more than 30 languages”

(sources: http://www.google.com/competition/howgooglesearchworks.html, http://mashable.com/category/yahoo/ )


Website optimisation in other languages

Keyword analysis

Rewrite or translate

copy

Add keywords to

copy

Add keywords to top

10 places

Add a language

declaration

Add pages to

sitemap

Geotarget

(if necessary)

British English

British English

British English

British English

British English

lang=“en-gb”

English pages

To UK

Other Englishes

e.g. in American English,

Australian English


Australian English


Australian English


Australian English

e.g. lang=“en-us”,

lang=“en-au”

e.g. American English,

Australian English pages

e.g. to USA, Australia

Other languages

e.g. in French,

Spanish, Chinese

e.g. in French,

Spanish, Chinese

e.g. in French, Spanish, Chinese

e.g. in French,

Spanish, Chinese

e.g. lang=“fr”,

lang=“es”, lang=“zh”

e.g. French, Spanish,

Chinese pages

e.g. to France, Spain, China


International ranking factors

Local inbound links

Contact details from countries

Localcountry domains

Local language keywords

Location of hosting

Local language content

Geotargeting

Sitemaps including local pages

Language tags

Introduction To International Social Media


Social Media around the World


36

Twitter 232 million

India1.23 billion

USA313 million Google+

540 million

China1.35 billion

Facebook1.19 billion

If Facebook was a country…it would be the third largest in the world!

Source: Country population & active social network users – 2013 World Bank, US Census Bureau

Why go global socially?


• There are more social network users in each of Asia, Latin America, Middle East and Africa, than in the USA (source: Squared Online 2013)

• The fastest growing languages in social media are Arabic and Portuguese(source: social bakers 2012)

• 50% of Chinese Internet users are microbloggers(source: Access to China 2013)

• The number of social media users grew by 50% in India and Indonesia in 2013(source: eMarketer “Worldwide Social Network Users: 2013 Forecast and Comparative Estimates”)

• Only 26% of companies have plans to run social media campaigns in more than one country(source: eConsultancy 2011)

Top global social media networks


• Facebook www.facebook.com

• LinkedIn www.linkedin.com

• YouTube www.youtube.com

• Twitter www.twitter.com

• Google+ www.plus.google.com

• Pinterest www.pinterest.com

Top international social networking sites


• Weibo www.weibo.com

• Orkut www.orkut.com

• Tencent Weibo www.qq.com

• Renren www.renren.com

• Mixi www.mixi.jp

• Qzone www.qzone.qq.com

• VK www.vk.com

• Odnoklassniki www.odnoklassniki.ru

• Viadeo www.viadeo.com

• Badoo www.badoo.com

• YouKu www.youku.com

Options for an international social media strategy


Get it right in English Give a global impression Localise & translate

UK profile in English

International profile in English

By country

By language

Optimise in English Optimise for other regions / languages

Local social media

networks


Export Communications Review – from what to how!

• International domain strategy

• International web strategy

• Design, navigation and structure

• International/multilingual content

• International/multilingual SEO

• International e-commerce

• International social media

• Marketing materials

• Exhibition materials

• Thorough review of your website

against our best practice checklist

• 2-3 hour meeting face-to-face or via

Skype

• Detailed, tailored written action plan

• Up to three subsidised reviews if

meet criteria

• Review is £500 + £100 VAT

• UKTI subsidy is £250

… Anything to do with international communication!


Next steps

Contact Notburga on+44 (0)7714 340845 E-mail: [email protected]

Apply for an Export Communications Review at https://www.gov.uk/export-communications-review

Take the first step to going international on the web today

Attend Masterclasses: International Web OptimisationInternational e-commerce Dates and venues on https://www.events.ukti.gov.uk/

Questions?
