Adapting your Website for International Trade, 10 June 2014
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Adapting your Website for International Trade, 10 June 2014

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Presentation about adapting your company website for overseas customers and international trade. Delivered by UK Trade and and Investment at the Cambridgeshire Chambers of Commerce Social Media......

Presentation about adapting your company website for overseas customers and international trade. Delivered by UK Trade and and Investment at the Cambridgeshire Chambers of Commerce Social Media event on 10 June 2014.

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  • 1. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 1 Adapting Your Website For International Trade Notburga Preining 10.06.2014
  • 2. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 2 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
  • 3. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 3 Is Your Website Ready To Go International?
  • 4. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 4 The International Web Opportunity
  • 5. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 5 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
  • 6. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 6 … 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
  • 7. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 7 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
  • 8. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 8 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)
  • 9. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 9 Options For An International Web Strategy
  • 10. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 10 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 Local country domains Local country domains Agent & distributor websites Agent & distributor websites
  • 11. 11 global messages
  • 12. 12 global messages
  • 13. 13 Country- specific page
  • 14. 14 One page in German on local domain
  • 15. 15 Local country domain
  • 16. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 16 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
  • 17. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 17 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
  • 18. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 18 Building An International Website
  • 19. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 19 Design, navigation & structure • Technical best practice • Clear, user-friendly layout and navigation • Calls to action • Visuals – a picture says a thousand words
  • 20. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 20 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
  • 21. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 21 International website content • In good quality international English • Well structured • Well written • Well explained • Consistent • Frequently asked questions (FAQs) • Glossary • No typos!!
  • 22. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 22 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
  • 23. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 23 Title style Tahoma Regular 30pt Title style Tahoma Regular 30pt Subtitle Tahoma 20pt Subtitle 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, testimonials, client lists 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, testimonials, client lists Local news & events, press releases Local awards, accreditations, memberships Local team contacts & languages spoken Local contact details
  • 24. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 24 Optimising Your International Website
  • 25. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 25 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
  • 26. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 26 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
  • 27. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 27 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. 28 optimise each web page 6 1 5 2 3 4 7 © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining
  • 29. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 29 Title style Tahoma Regular 30pt Title style Tahoma Regular 30pt Subtitle Tahoma 20pt Subtitle Tahoma 20pt 8 9 title tag & description tag
  • 30. 30 Google.fr - pages in French
  • 31. 31Sources: http://returnonnow.com/2012/06/search-engine-market-share-country/ ; The Webcertain Global Search & Social Report 2013 © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 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)
  • 32. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 32 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/ )
  • 33. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 33 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
  • 34. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 34 International ranking factors Local inbound links Contact details from countries Local country domains Local language keywords Location of hosting Local language content Geotargeting Sitemaps including local pages Language tags
  • 35. Introduction To International Social Media © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 35
  • 36. Social Media around the World © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 36 Twitter 232 million India 1.23 billion USA 313 million Google+ 540 million China 1.35 billion Facebook 1.19 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
  • 37. Why go global socially? © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 37 • 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)
  • 38. Top global social media networks © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 38 • 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
  • 39. Top international social networking sites © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 39 • 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
  • 40. Options for an international social media strategy © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 40 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
  • 41. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 41 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!
  • 42. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 42 Next steps Contact Notburga on+44 (0)7714 340845 E-mail: notburga.preining@ecrconsultants.org 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 Optimisation International e-commerce Dates and venues on https://www.events.ukti.gov.uk/
  • 43. Questions? © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Notburga Preining 43