click:connect:sell- making your website work harder for international markets
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CLICK: CONNECT: SELL Making Your Website Work Harder for
International MarketsNorma Foster – 16th October 2013
@UKTI #exportonline #clickconnectsell
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People buy from people….
…. that they trust!
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Source: Matrix 42
Export Communications Review
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The International Web Opportunity
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Why internationalise?
• 70% of online search enquiries are not in English (source: Oban Multilingual)
• Customers are 4 times more likely to buy from a website in their native
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)
• Up to 85% of consumers are prepared to buy cross-border, but on average only
18% do so (source: Borderless/thebluedoor)
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Are you visible on the international web?
Source: webcertain.com
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Options For An International Web Strategy
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The international web journey
Get it right in English
Localise & translateGive a global impression
Local country domains
Optimise in EnglishOptimise for other regions /
languages
UK website
in English
International website in English
Country pages
Language pages
Local country domains
Local country domains
Agent & distributor websites
Agent & distributo
r websites
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Secure the .com - or a generic Top Level Domain
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http://www.salemtube.net/global-locations
Internationalsection
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http://uk.nigelwright.com
http://de.nigelwright.com
Optimising Your International Website- Starting with each and every page
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optimiseeach web
page
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Title style Tahoma Regular 30ptTitle style Tahoma Regular 30ptSubtitle Tahoma 20ptSubtitle Tahoma 20pt
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title tag &description
tag
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English or local language metatags
<title>Mathmos Astro Baby Lava lamp</title>
<meta name="description" content="Mathmos Astro Baby Lava lamp, one of the original lava lamp designs by Edward Craven Walker. Astrobaby lava lamp is made in Poole, Dorset, UK." />
<meta name="keywords" content="Astro baby, astro baby light, astro baby lamp, baby light, baby lava lamp, baby lava light, mathmos baby, 1964 lava lamp" />
<title>Mathmos Lampe à Lave Astro Baby</title>
<meta name="description" content="Deuxième modèle de la Lampe à Lave créée par Edward Craven-Walker et fabriquée à la main en Grande Bretagne depuis 1964." />
<meta name="keywords" content="Astro baby, astro baby lampe à lave, astro baby lampe, baby lampe lave, baby lampe à lave, mathmos astro baby" />
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different tagson each web
page
Business Case Studies
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Next steps
Apply for an Export Communications Review www.ukti.org.uk/ecr
Further information at www.ukti.org.uk/export
Join a Web Optimisation for International Trade workshop
Join an International eCommerce workshop
Take the first step to going international on the web today
Questions?
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Country Leader Runner up Country Leader Runner up
Argentina Google 95 Bing 4 Italy Google 87 Virgilio 5
Australia Google 87 Bing 3 Japan Yahoo Japan 56 Google 31
Brazil Google 97 Bing 2 Mexico Google 91 Bing 7
Canada Google 78 Bing 6 Netherlands Google 94 Vinden 3
Czech Republic
Seznam 45 Google 45 Poland Google 97 Other 3
China Baidu 76 Google 22 Russia Yandex 62 Google 26
Denmark Google 97 Bing 2 Saudi Arabia Google 97 Yahoo/Bing
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France Google 92 Bing 4 South Korea Naver 73 Daum 18
Germany Google 89 t-online 3 Spain Google 96 Yahoo/Bing
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India Google 95 Other 5 United Kingdom
Google 94 Bing 5
Indonesia Google 92 Yahoo 5 United States Google 72 Yahoo 14
(source: http://returnonnow.com/2012/06/search-engine-market-share-country/)
Search engine market shares around the world (percentages)
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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
e.g. in American English, Australian English
e.g. in American English, Australian English
e.g. in American 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
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190+ other ranking factors
Page rank
Inbound links
Contact details
Domain authority
Page layout
Location of hosting
Duplicatecontent
Content freshness
Uniquecontent
Site structure
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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
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What are you going to do?
.co.uk domain
.com domain
International content
Localised content
Multilingualcontent
Google Analytics
Basic SEO
MultilingualSEO
Localcountry domains
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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!
http://www.aegissafety.com/international-services
Internationalsection
global messages
http://www.hartdoors.com
pages inseveralother
languages
http://www.sevcon.com/Japanese-Language
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Your international content … ready?
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Your international web team … ready?
Webstatistics
Domainregistration
Webhosting
Naming,branding,
design
Locallanguageenquiries
Translation
Copywritingin English
E-commercebuild
Photography& videos
Web/CMSbuild
Copywritingin other
languages
MultilingualSEO
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