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Kate Morris_SearchLove San Diego 2013_Lost in translation

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  • 1. @katemorris Lost in Translation: Expanding Internationally Kate Morris
  • 2. @katemorris Insert speaker photo Kate Morris Principal Consultant, Distilled kate.morris@distilled.net @katemorris
  • 3. @katemorris Situation 1
  • 4. @katemorris Image/Graph etc.
  • 5. @katemorris Image/Graph etc. $$$$
  • 6. @katemorris Situation 2
  • 7. @katemorris Image/Graph etc. “We sell Logitech mice. I want to rank in google.co.uk.” “Everyone has a domain.co.uk domain, I need one to rank. “
  • 8. @katemorris Click icon to add picture Saudi Arabia Fail
  • 9. @katemorris Click icon to add picture Less Fail, More Confusion
  • 10. @katemorris Click icon to add picture Going International Requires a Business-Specific Strategy
  • 11. @katemorris Click icon to add picture There is no strategy. Language Country
  • 12. @katemorris Geo - targ etin g Transl ating Geotargeting, Translation, Both Both
  • 13. @katemorris Geotargeting ≠ Translation
  • 14. @katemorris Geotargetin g Translation /Language Cultur e Lega l Search Engine s Components
  • 15. @katemorris Geotargeting is (almost) always best.
  • 16. @katemorris 1. Culture Changes
  • 17. @katemorris Meet Nathalie Nahai @TheWebPsych Psst … Follow Her Image/Graph etc.
  • 18. @katemorris Image/Graph etc. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience
  • 19. @katemorris Image/Graph etc. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience Targeting an international audience means more change to your marketing plan than just language.
  • 20. @katemorris q the degree to which the less powerful members of a society accept and expect that power is distributed unequally Power Distance q the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity Uncertainty Avoidance q How the members of a society see themselves, as individuals or as a collective. Individualism/Collectivism q masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material reward for success q Femininity stands for a preference for cooperation, modesty, caring for the weak and quality of life Masculinity/Femininity q dealing with society’s search for virtue, black and white versus gray areas of life Long-term Orientation Hofstede’s Dimensions
  • 21. @katemorris Click icon to add picture Individualistic/Collectivistic: How the members of a society see themselves, as individuals or as a collective.
  • 22. @katemorris Individualistic Culture Site (UK) Image/Graph etc. Focus: Products
  • 23. @katemorris Collectivistic Culture Site (Japan) Image/Graph etc. Focus: User’s Relationships
  • 24. @katemorris Click icon to add picture Power Distance: The degree to which the less powerful members of a society accept and expect that power is distributed unequally.
  • 25. @katemorris High Power Distance (Malaysia) Image/Graph etc. Focus: Professors
  • 26. @katemorris Low Power Distance (Netherlands) Image/Graph etc. Focus: Students
  • 27. @katemorris Image/Graph etc. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience Go check out the whole presentation.
  • 28. @katemorris 2. Search Engines Operate by Country
  • 29. @katemorris Click icon to add picture Google Operates by Country This is Google Estonia google.ee
  • 30. @katemorris Click icon to add picture Not by Language Not Google Estonian
  • 31. @katemorris Click icon to add picture They offer Google Estonia in popular languages of that country.
  • 32. @katemorris Click icon to add picture GWMT: No mention of language
  • 33. @katemorris Click icon to add picture BWMT: No mention of language
  • 34. @katemorris Click icon to add picture Trust the Data
  • 35. @katemorris 3. Laws, Rules, Regulation
  • 36. @katemorris Click icon to add picture Shipping
  • 37. @katemorris Click icon to add picture Currency and Taxes
  • 38. @katemorris Click icon to add picture Rules (ex. Cookies)
  • 39. @katemorris Geo-targeting can be costly.
  • 40. @katemorris Geo-targeting can be costly. * You may or may not need these things. Content Creation Translation Web Design Domains* Promotion Hosting* Photography ConsultantsSupport Development
  • 41. @katemorris Translating only is an option!
  • 42. @katemorris Click icon to add picture Language changes are a good place to start.
  • 43. @katemorris Image/Graph etc. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience Some site content will have to be translated anyway.
  • 44. @katemorris Main Issue: Confusing Country and Language Targeting
  • 45. @katemorris Click icon to add picture Remember This? Language Country
  • 46. @katemorris Click icon to add picture This points to domain.fr That’s a geo-targeted domain to France only.
  • 47. @katemorris ccTLDs (.fr, .co.uk) are only for geo-targeting.
  • 48. @katemorris French Speaking Countries
  • 49. @katemorris French Speaking Countries Image/Graph etc. http://en.wikipedia.org/wiki/List_of_countries_where_French_is_an_official_language
  • 50. @katemorris Web Citizens of France make up 49% of the world’s French speaking web users. France; 49%Other; 51%
  • 51. @katemorris That’s over 56 million web users ignored. Image/Graph etc.
  • 52. @katemorris # Countries per Official Language Image/Graph etc. Language World Countries English 59 India, United States, Pakistan, United Kingdom, Canada … French 29 France, Democratic Republic of the Congo, Canada, Madagascar Arabic 26 Egypt, Lebanon, Saudi Arabia, Morocco Spanish 21 Spain, Mexico, Colombia, Argentina Portuguese 10 Brazil, Portugal, Mozambique, Angola Russian 8 Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria* German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, Luxembourg Italian 4 Italy, Switzerland, San Marino, Vatican City Malay Malaysia, Indonesia, Singapore, Brunei Swahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo
  • 53. @katemorris Click icon to add picture By translating only, you can potentially reach a bigger audience.
  • 54. @katemorris KEEP CALM AND DON’T MACHINE TRANSLATE
  • 55. @katemorris What Strategy is Right?
  • 56. @katemorris Introducing … The New and Improved … Interactive International Search Strategy Tool http://dis.tl/15rh9D1 Old PDF http://bit.ly/14GdPoh Image/Graph etc.
  • 57. @katemorris Example: Balsam Hill Image/Graph etc.
  • 58. @katemorris
  • 59. @katemorris
  • 60. @katemorris
  • 61. @katemorris - Go Find Your Strategy - Don’t Machine Translate - Test Everything If in doubt, ask your customers.
  • 62. @katemorris Thanks. Any questions? Kate Morris kate.morris@distilled.net @katemorris