international seo: how to establish a global web presence with a localized feel
Post on 19-Oct-2014
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International SEOHow to Establish a Global Web Presence
With a Localized Feel
Housekeeping …
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Agenda
• International Marketing• Managing Global Websites
– Web CMS– Global Gateway
• Managing International Content– Content Translation
• International SEO factors– Site wide– On-Page – Off-Page
• Putting it Together
POLL
International Marketing Blunders
Pepsi slogan US: “Pepsi Brings you back to life”• Translated into Chinese: “Pepsi brings your
ancestors back from the grave”
Clairol introduces the “mist stick” into Germany• No one seemed to have use for a “Manure
Stick”
Scandinavian vacuum manufacturer• US translation “Nothing sucks like an
Electrolux”
International MarketingChoosing Your Target Countries
• Population• Internet penetration by country• Internet buying behavior• Current traffic sources – Analytics
Choosing Your Target MarketTargeting by Country vs. Language
• SEO best practice • Budget• Combination approach• Start with languages and build up your country specific
localization over time with testing, research and analytics
B2B Global: More General
B2C Localization:Highly Custom
B2B vs B2C
High Cost
Economies of Scale/ Lower Cost
Globalization vs Localization
Global Products• Highly Technical • Ex: iPod, Honda Civic
Localized Products / Marketing• Laundry Detergent, Ford Trucks, Coats, McDonald's
etc…
Cultural Considerations
Ethnocentrism:• Tendency to believe one's ethnic or cultural group is centrally
important, and all other groups are measured in relation to one's own. The ethnocentric individual will judge other groups relative to their own particular ethnic group or culture.
MANAGING GLOBAL WEBSITES
Managing Global Websites
For most global companies, a web presence grows organically.
Positives:• Highly localized websites, relevant to local users• Possible good rankings in local search engines
Negatives:• Inconsistent branding & user experience
inefficiencies • Power of the corporate site from an SEO
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