international retail website expansion - retail global au 2016
TRANSCRIPT
![Page 1: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/1.jpg)
@katemorris
Digital International Business Expansion
for the Internet Retailer
![Page 2: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/2.jpg)
@katemorris
This Presentation Designedfor
Retailers Only
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 3: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/3.jpg)
@katemorris
Assumptions
![Page 4: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/4.jpg)
@katemorris
Country-based Business Changes
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 5: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/5.jpg)
@katemorris
Technical Resources
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 6: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/6.jpg)
@katemorris
Marketing Resources
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 7: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/7.jpg)
@katemorris
Different type of business?
http://outspokenmedia.com/international-seo-strategy/
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 8: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/8.jpg)
@katemorris
Technical Structure
Setup
![Page 9: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/9.jpg)
@katemorris
URL Structure1. Subfolder/Subfolder
Example: domain.com/ca/fr2. Subfolder/Parameter
Example: domain.com/ca/page.html?lang=fr3. ccTLD/Subfolder
Example: domain.ca/fr4. ccTLD/Parameter
Example: domain.ca/page.html?lang=fr5. Subdomain/Subfolder
Example: ca.domain.com/fr6. Subdomain/Parameter
Example: ca.domain.com/page.html?lang=fr
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 10: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/10.jpg)
@katemorris
URL Structure1. Subfolder/Subfolder
Example: domain.com/ca/fr2. Subfolder/Parameter
Example: domain.com/ca/page.html?lang=fr3. ccTLD/Subfolder
Example: domain.ca/fr4. ccTLD/Parameter
Example: domain.ca/page.html?lang=fr5. Subdomain/Subfolder
Example: ca.domain.com/fr6. Subdomain/Parameter
Example: ca.domain.com/page.html?lang=fr
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 11: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/11.jpg)
@katemorris
Geo-Targeting
AUTOMATIC
GEOTARGETccTLD
https://support.google.com/webmasters/answer/62399?hl=en&ref_topic=6002454https://www.bing.com/webmaster/help/geo-targeting-your-website-b7629197
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 12: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/12.jpg)
@katemorris
IP DetectionWhile IP addresses are around 90-95% accurate in regards to country location, using automatic IP based redirects are a poor user experience for travelers and can wreak havoc on your search indexation.
Best practice is to allow users to set their location or detect using IP and ask them to confirm on their first visit.
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
https://support.clickmeter.com/entries/30175747-How-accurate-reliable-is-IP-GeoLocation-
![Page 13: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/13.jpg)
@katemorris
IP Detection
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 14: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/14.jpg)
@katemorris
Content
![Page 15: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/15.jpg)
@katemorris
Beware Duplicate Content
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 16: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/16.jpg)
@katemorris
Duplicate content isn’t a penalty and won’t incur a penalty from the search
engines, but having it will negatively impact content efficiency.
![Page 17: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/17.jpg)
@katemorris
There is no magic % of original
content.
![Page 18: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/18.jpg)
@katemorris
Naming Conventions
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 19: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/19.jpg)
@katemorris
Product Differentiation
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 20: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/20.jpg)
@katemorris
Keyword Usage• Amazon UK• Title: Amazon.co.uk:
Health & Personal Care• H1: Health & Personal
Care
• Amazon US• Title: Amazon.com:
Health & Household• H1: Health,
Household and Baby Care
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 21: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/21.jpg)
@katemorris
Not the same as translation
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 22: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/22.jpg)
@katemorris
Pricing Structure
Around $142.13 AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 23: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/23.jpg)
@katemorris
Imagery Changes
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 24: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/24.jpg)
@katemorris
Imagery Changes
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 25: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/25.jpg)
@katemorris
Translations
![Page 26: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/26.jpg)
@katemorris
1st Rule of Translation: Never Machine
Translate
![Page 27: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/27.jpg)
@katemorris
2nd Rule of Translation: Always use fluent
speakers
![Page 28: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/28.jpg)
@katemorris
3rd Rule of Translation: Try to get a native
of the country
![Page 29: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/29.jpg)
@katemorris
Setting Up Language Tagging• Google uses hreflang• https://
support.google.com/webmasters/answer/189077?hl=en
• Bing uses meta content language• http://blogs.bing.com/webmaster/2011/03/01/how-to-t
ell-bing-your-websites-country-and-language/
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 30: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/30.jpg)
@katemorris
Language targeting within geo-targeted sites
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 31: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/31.jpg)
@katemorris
X-Default
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 32: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/32.jpg)
@katemorris
Identify Issues in Google WMT
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 33: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/33.jpg)
@katemorris
Language Detection
Browser, not IP
![Page 34: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/34.jpg)
@katemorris
Marketing Plans
![Page 35: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/35.jpg)
@katemorris
And then there were links …
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 36: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/36.jpg)
@katemorris
Treat every country target as
a separate business.
![Page 37: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/37.jpg)
@katemorris
Each country sub-site needs:• Keyword research• Audience research• Competitive research• Influencer research
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 38: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/38.jpg)
@katemorris
Social by Country
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 39: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/39.jpg)
@katemorris
Social Content by Country
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
![Page 40: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/40.jpg)
@katemorris
Take Home List
![Page 41: International Retail Website Expansion - Retail Global AU 2016](https://reader034.vdocuments.site/reader034/viewer/2022051520/58ee9e601a28abe7608b457b/html5/thumbnails/41.jpg)
@katemorris
Take Home List1. Before you expand, have resources for marketing,
content, and technical. 2. Do your research in each market.3. Build the team, marketing plan, and content.4. Differentiate and target to the country.5. Translate for the user. 6. Don’t force a redirect based on IP, ask.7. Don’t force a language based on IP, use browser.
AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List