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Click:Connect:Sell- Making Your Website Work Harder for International Markets

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Norma Foster, a UKTI Export Communications Consultant, gave an overview on how best to internationalise your web presence to suit your business goals and capabilities and drew upon the experiences of …

Norma Foster, a UKTI Export Communications Consultant, gave an overview on how best to internationalise your web presence to suit your business goals and capabilities and drew upon the experiences of SMEs who are already exporting. Information was also provided about UKTI’s Web Optimisation for International Trade workshops.

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  • 1. 1
  • 2. CLICK: CONNECT: SELL Making Your Website Work Harder for International Markets Norma Foster – 16th October 2013 @UKTI #exportonline #clickconnectsell 2
  • 3. People buy from people…. …. that they trust! 3
  • 4. Source: Matrix 42 4
  • 5. Export Communications Review
  • 6. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com name Trainer 6
  • 7. The International Web Opportunity 7
  • 8. 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) © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 8
  • 9. Are you visible on the international web? Source: webcertain.com © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 9
  • 10. Options For An International Web Strategy 10
  • 11. The international web journey Get it right in English Give a global impression UK website in English Localise & translate Country pages International website in English Languag e pages Optimise in English Local Local country country domains domains Agent && Agent distributor distributor websites websites Optimise for other regions / languages © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 11
  • 12. Secure the .com - or a generic Top Level Domain © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 12
  • 13. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com name Trainer 15
  • 14. http://www.salemtube.net/global-locations International section
  • 15. http://uk.nigelwright.com 10/18/13 20
  • 16. http://de.nigelwright.com
  • 17. Optimising Your International Website - Starting with each and every page 24
  • 18. 1 optimise each web page 2 3 6 7 4 5 25
  • 19. title tag & description tag Title style Tahoma Regular 30pt Title style Tahoma Regular 30pt Subtitle Tahoma 20pt 8 Subtitle Tahoma 20pt © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com 9 Norma Foster 26
  • 20. English or local language metatags different tags on each web page <meta name="description" content="Mathmos Astro Baby Lava lamp, one of the original 8 <title>Mathmos Astro Baby Lava lamp</title> 9 lava lamp designs by Edward Craven Walker. Astrobaby lava lamp is made in Poole, Dorset, UK." /> 10 <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" /> © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 27
  • 21. Business Case Studies 28
  • 22. Next steps Join a Web Optimisation for International Trade workshop Join an International eCommerce workshop Apply for an Export Communications Review www.ukti.org.uk/ecr Further information at www.ukti.org.uk/export Take the first step to going international on the web today 30
  • 23. Questions? 31
  • 24. Search engine market shares around the world (percentages) Country Leader Runner up Country Leader Argentina Google 95 Bing Australia Google 87 Brazil Google Canada Runner up 4 Italy Google 87 Virgilio 5 Bing 3 Japan Yahoo Japan 56 Google 31 97 Bing 2 Mexico Google 91 Bing 7 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 3 France Google 92 Bing 4 South Korea Naver 73 Daum 18 Germany Google 89 t-online 3 Spain Google 96 Yahoo/Bing 4 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/) © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 32
  • 25. Website optimisation in other languages British English Rewrite or translate Other languages British English e.g. in American English, e.g. in French, Australian English Keyword analysis Other Englishes Spanish, Chinese e.g. in American English, e.g. in French, Australian English Spanish, Chinese e.g. in American English, Australian English e.g. in French, Spanish, Chinese e.g. in American English, e.g. in French, Australian English Spanish, Chinese e.g. lang=“en-us”, e.g. lang=“fr”, lang=“en-au” lang=“es”, lang=“zh” e.g. American English, e.g. French, Spanish, Australian English pages Chinese pages e.g. to USA, Australia e.g. to France, Spain, China British English copy Add keywords to British English copy Add keywords to British English top 10 places Add a language lang=“en-gb” declaration Add pages to English pages sitemap Geotarget To UK (if necessary) © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 33
  • 26. 190+ other ranking factors Contact details Inbound links Location of hosting Unique content Domain authority Duplicate content Content freshness Page layout Site structure © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Page rank Norma Foster 34
  • 27. International ranking factors Local inbound links Contact details from countries Local country domains Local language content Location of hosting Sitemaps including local pages Geotargeting Local language keywords Language tags © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 35
  • 28. What are you going to do? .co.uk domain .com domain Localised content Basic SEO International content Local country domains Multilingual content Multilingual SEO © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Google Analytics Norma Foster 36
  • 29. Export Communications Review – from what to how! • International domain strategy • International web strategy • Design, navigation and structure • International/multilingual content • International/multilingual SEO • 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 • International e-commerce • Up to three subsidised reviews if meet criteria • International social media • Review is £500 + £100 VAT • Marketing materials • UKTI subsidy is £250 • Exhibition materials … Anything to do with international communication! © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Norma Foster 37
  • 30. http://www.aegissafety.com/international-services International section
  • 31. http://www.hartdoors.com global messages
  • 32. http://www.sevcon.com/Japanese-Language pages in several other languages
  • 33. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com name Trainer 48
  • 34. © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com name Trainer 49
  • 35. Your international content … ready?
  • 36. Your international web team … ready? Domain registration Web hosting E-commerce build Translation Photography & videos Copywriting in other languages Naming, branding, design Copywriting in English Multilingual SEO © Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Web/CMS build Web statistics Local language enquiries Norma Foster 52