1. Key Points to Launchinga Global Website SES New York March 22, 2011 @BillHunt @MotokoHunt
2. Are you Global Ready?Is there a need or awareness for you product or service?Are your products adapted for the local markets?Do you have the ability to take money from local marketsAre there restrictions on importing or excess tariffs?How will you handle customer service?How will you handle shipping and delivery?How will consumers learn about your products?
3. Building Global Content– the wrong way Actual steps from eHow.com
4. Market Trends & Opportunity
5. Why Go GLOBAL?Source: eCommerce Times
6. New Market Opportunities New Markets and Demand for Products Emerging markets or advancing technology opportunities Source: Grant Thorton Emerging Markets Opportunity MatrixSource: Grant Thorton Emerging Markets Opportunity Matrix
7. Who’s Visiting Today?• Demand is already coming to you • Log file analysis • Sales and leads
8. Where is the opportunity?• Market place interests and product categories Google Export ToolGoogle Keyword Tool
9. Missed Opportunity Matrix™Simple worksheet to demonstrate the delta between the number of searches for a phrase and the traffic you are currently getting
10. Local Search Engines & Market Differences
11. It’s not always a Google World • Google (Global) 62.4% • Yandex (Russia) – 65% • Baidu (China) – 83.6% • Naver (Korea) – 68% • Yahoo! Japan – 47%
12. Market Trends• Internet penetration rate and user profile• You may have different products/services that are popular in each market• Online transaction vs. Offline transaction
13. Traffic Sources
14. Search Behavior• How do people find the website? – Search, Social Media, Ads, etc.• Home vs. Work vs. Internet Café• Mobile vs. PC
15. Seasonal Behavior• Which product to push, when to push – Seasons – Fiscal year – Holidays / Shopping seasons Chinese Graduation 3-6 weeks New Year season in US vacations in Europe Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Winter in south Holiday hemisphere shopping Graduation season New Year season in Japan
16. Purchasing Options• Currencies• Credit cards• Third party online transaction• Offline transactions
17. Regulations on your Products? • Leverage Export.gov and US Export Trade Desks • Market regulations and tariff reviews • Export documentations • Check with local market government agencies • Talk to FedEx, UPS and DHL for rates and issues and customs • Document any issues and potential tariffs on the site and into the pricing
28. Mistakes With “Word for Word” Translation Not translated 「ホテル名」 「US$200以上」「US$40以下」 「US$ｘｘ以上、US$ｘｘ以下」「全てのホテルを表示する」 「111件中1番目から20番目のホテル」 Wrong character ??? 「ホテル名」 This should be on the right side of the currency box.
29. “FINGER LICKIN’ GOOD” Chinese Translation“EAT YOUR FINGERS OFF”
30. “GERBER”French Translation“VOMITING”
31. “CLAIROL MIST STICK” German TranslationCLAIROL MANURE STICK
32. Also Localize• Currencies• Metrics• Address & Phone• Shipping & Handling• Local Legal Requirements – Business & License information – Hours & Locations – Return Policies Local Search Benefit
33. Content: message, promotion, design, etc.
34. Keyword Research & Management
35. Keyword Research Rule:Do NOT Translate English Keywords 35
36. Linguistically Correct vs. Popular Translated word may not be the most popular search term in different market “baby carrier” “USA” “High Definition” *ベビーキャリア *アメリカ *ハイデフィニショ ン *抱っこひも *合衆国 *ハイビジョン *ベビースリング *米国 *フルハイビジョン *アメリカ合衆国 36
37. Be Aware of Regional Variations• Plurals, Accents, Spelling variations, etc. Fútbol vs. Futbol Fussball vs. Fußball Localization vs. Localisation Mom vs. Mum Vacation vs. Holiday Soccer vs. Football 37
38. Who Has The Shortest Long Tail? Shortest Tails Longest Tails Dutch / German English Scandinavia Romance ly d n K y al ce Fr d e ay en ds n an n ec i an Ita E U gpa an w la n ed da tu da m re nl la or eS Fr w or a Ir er G er Fi a N an S P an G h C et C NSource: Andy Atkins-Krüger – WebCertain.com
39. Keyword Research ToolsUse Keyword Tools(free/subscription) tocreate initial list ofrelated search termsand search volume Select location and language 39
40. Keyword Organization• Organize your keywords by: • Brand name – Languages • Product name – Locations • Model numbers, etc. – Target audiences – Purchase cycle – Importance – Legal requirements Tip: Translation Management tools for glossary pairs to get initial cut of words
41. Cross-Market Planning Spanish Italian German French Keyword Searches Keyword Searches Keyword Searches Keyword Searchesordenador 115,826 computer 557,015 notebooks 1,536,826 ordinateur portable 1,201,928portatil 66,609 notebook 107,758 computer 1,205,954 ordinateur 728,504ordenador portatil 40,026 pc 87,493 laptop 232,756 portable 254,664computadora 20,419 portatile notebook 54,516 pc 194,804 pc 127,644venta de ordenador 17,224 computer portatile 33,212 pc system 39,778 pc portable 59,568oferta portatil 11,179 pc portatile 24,381 pcs notebooks 35,066 achat pc 18,252oferta ordenador 9,790 personal computer 14,658 computer hardware 14,952 achat ordinateur 16,836juego de ordenador 6,969 negozi computer 10,829 computer notebook 14,805 laptop 10,260oferta ordenador portatil 6,720 notebook offerta 6,528 pc komplettsystem 13,146 vente ordinateur 9,440notebook 3,609 vendita notebook 4,274 pc hardware 10,458 ordinateur de bureau 9,148 • Don’t just translate the English words • Add all of the variations to expand keywords • 20% of keywords in campaign are not popular or wrong translations • 70% of Google queries are from outside the USA!
42. Align Language Related Content• Identified top “shared” keywords in each market• Aligned common words and content to to scale localization efforts• Saved over $25k USD in translation costs [Content & Ad Creative]
43. Link Building
44. Linking Global Sites Different ccTLDs Yourdomain.com Yourdomain.jp Yourdomain.co.kr Yourdomain.co.uk Yourdomain.fr Yourdomain.de
45. Linking Family and Partner SitesDifferent brands (domains) Ace.info – Ariel.co.uk –Bounceeverywhre.com – Bountytowels.com – Cascadeclean.com …
46. Power of Local LinksUsing one language site for multiple market… www.Yourdomain.com/en/index.html Links from Links from Links from websites in websites inwebsites in UK India USA
47. Linking Local Sites Have separate folder for each market… Geo Settingwww.Yourdomain.com/uk/index.html www.Yourdomain.com/us/index.html www.Yourdomain.com/in/index.html Links from Links from Links from websites in websites in UK websites in USA India
48. Infrastructure & Technical Challenges
49. Technical Challenges • CMS settings • Geo targeting, ccTLDs – Index problem – Duplicate content • Different target engines • Languages / localization – Right to Left – Double byte character set • Tools (multi-lingual) • Domain, sub-domain • Hosting • Link building
50. Handling Re-direct Q: We have ccTLD domains, but they are 301 redirected to “.com” site, and there’s no content under each ccTDL. Do my pages perform well in all target markets?
52. Detection & Serving Challenges• Spiders typically crawl from few locations & don’t have a language preference• Can a spider from the US “find” your other language content? – Use “Firefox User Agent Switcher• Does the spider need to accept cookies? – Use Firefox Webmaster Tool• Do you have unique county/language URL’s for each page?• Are you serving differently to spiders and searchers?
53. Domains and Hosting – Simple Answers• Use ccTLD’s - where possible and practical• Host in the local country – where possible and practical• Be careful with proxy serving sites to fool the engines• Ensure “ALL” variations of your site URL’s are set in GWT
54. Google’s “Local Determination Hierarchy” Your site is LOCAL to a country when…• You use a ccTLD – www.mysite.co.uk – ccTLD can be hosted in ANY country! – -ccTLD is ALWAYS treated as local content• You host a .com in a country – www.mycompany.com hosted in US is a US site – www.mycompany.com hosted in France is France Site• Your sub directory is mapped in GWT – www.mycompany.com/uk is a UK site if mapped – www.mycompany.com/uk is a global site if NOT mapped
55. Setting Google Webmaster Tools Sitemap Country setting
56. Scaling Content for Global Reach
57. Leverage Templates for Scale• Maximize reach across the organization & globe• Focus on top level templates – Optimize the templates when developed – Ensure the optimal page elements are pulled into the template correctly• Leverage Style Guides and Business Rules – Forces overseas offices to comply with optimized formats – Give you way to monitor implementation of the program
58. Template and top-level content optimisationPage Title and Meta Data Correct use of Header tagsrecommendationsFully indexable navigation? Can search engine’s follow all of the links?Ensure all parts of the page Enhancement of cross-linksare indexable to distribute link equity Sony.de Sony.fr Etc.
59. Blended L10N & SEO Process Glossary ContentLocalization Translation Page QA DevelopmentStep Keyword Algorithm Page SEO Step Optimization Compliance Updates Identify, analyze and Use SEO best Ensuring the final page Scope refine optimal keywords practices to ensure has all the key translated content is elements needed for optimal for scoring ranking well. 1. Critical Keyword List Primary 2. External Demand 1. Keyword Occurrence 1. Ensure complete Tasks 3. On-site Search 2. Keyword Density translation 4. Current Position 3. Keyword Prominence 2. Ensure proper 5. Content Availability & 4. Descriptive Sentence language tags User query centric 3. Ensure optimal placement of keywords
60. Shared SEO &Content Plan Americas Web Localization Translation Web Global WW Project Production & Local Geo/Region Manager Development Validation EMEA Web Publish Country Accepts, coor Quality Validates & Localization content Content dinates Assurance approves Translation authoring requests translation AP Web Localization Translation Local Authors trained on Global & local glossary Keyword & Rank & Traffic writing for SEO validated for demand Relevance ReportsSearch Implications on Roles Content Authors – Local content authors ensures the page content is relevant andincorporated optimal keywordsLocalizers – leverages the glossary and keyword research tools to validate keyworddemand and optimal keyword incorporationQA Specialist - Checks pages against submitted content, standards, and template formats –ensures there are no spider traps, keyword prominence and flags any URL changes andensures URL is in Google site map.Search Team – Monitors inclusions, ranking and traffic
61. Team & Organizational Issues
62. Best Practice – Global Center of Excellence Uniform Education Force Infrastructure KPI’s Multipliers Enhancement1 2 3 4 43.3% We treat you as an individual Persona / Desired • Ensures that claims will be resolved to our satisfaction Insurance Company I Would Proactively Helpful and Emotional Reputation Functional Touchpoint Outcome Recommend 42.0% • Has fair prices FairGeneral Claims • Known for open and transparent dealings with customers E1 P1 F1 T1 30.6% Treats me as an Dynamic, fast, Personalized Fast & easy .160 • Has a dedicated relationship leader focused on my companys needs Partner individual dependable, service, just right claims • Helps my business move on because they deliver when it really matters 25.2% who efficient for me Emotional E2 We are focused on your Delivers • Makes me feel like they are there with us every step of the way Benefits Makes me feel reassured because they deliver needs, from small questions to • Has tools that help us identify and mitigate risks specific to our business E2 P2 F2 T2 when it really matters .518 Tailored 40.6% large claims/ from small details • Insight • Offers a unique tailored solution that fits the needs of our business Provides professional guidance that keeps me on top of my business Makes me feel Understanding, Clear info, fair Personalized .812 valued & there with proactive, claims, sound coverage tool & same 40.5% to the big picture me every step of empathetic advice day assistance Direct Deep • Has a deep understanding of the unique needs of our business the way Reputation & P2 P1 27.8% We help you be prepared for Understanding • Uses a thorough understanding of our business to tailor its risk Persona Understanding Dependable & Efficient management services to us R1 F3 T3 20.8% lifes unexpected changes .839 .333 Known for effective Fair prices & easy / Rapid repairs & caring upfront information .868 Must Have • Is a global thought leader known for analytical rigor but not intermediaries Discriminating • Dedicated, proactive and dynamic Functional F3 43.5% Benefits & T1 T2 Touchpoints Responds quickly to Has an easy to use We are focused on helping Nice to Have R2 my changing needs website Fast claims process 38.1% • Global view of reported and paid claims Known for good Life life/not But you get on with your Discriminating • Helps get my employees back to work quicker claims service & 35.9% helping your family through customer service 43.3% times of need What do we Which are most How do we Where can we measure and effective techniques, compliment other intersect with why? tools and resources? teams for enhanced current activities outcomes? and technologies? IBM, HP, P&G, Cisco and SAP have adopted Global COE’s to manage shared services, centralize best practices which have been leveraged to scale search globally resulting in exponential performance improvements.
63. Content Collaboration Matrix UK DE CH IN BE IE AT PT Keyword Research Y Y Y Y Y Y Y N Content Availability 360 360 150 300 8 40 160 0 Business Goals Alignment 300 340 50 250 8 10 160 0 Content Sharing N N N N N N N N Team Resources Y Y N Y N N Y N Localization Tools Integrated Y Y Y Y N N Y N SEO & Localization Integrated Y N N Y N N Y N Glossary Word Validation N N N N N N N N Government Restrictions Y Y Y Y N N Y N Active Campaigns Y Y Y Y Y Y Y N Analytics Integration Y Y Y Y Y Y Y N Program Cooperative N N N N N N N N
64. Search Engine Style Guide •Integrate into development QA process to monitor •Integrate into contracts and procurement to give teeth
65. Search Knowledgebase• Collect and share best practices with the wider team •Send new adopters to view PPT and complete intake checklists •Add URL to your eMail Signature File
66. Deploy Performance Metrics• Leverage Scorecards for governance to ensure consistent global performance goals are achieved.• Helps prioritize resource allocation• Forces all business units to make an effort IBM’s global search performance increased 500% when BU level performance metrics implemented
67. Deploy Performance Metrics Performance by business unit for critical keywords
68. Key steps to a successful global program • Demonstrate the business opportunity for search • Ensure translators and localizers understand search fundamentals • Research and deploy the optimal keyword strategy • Integrate search attributes into the development and localization workflow process • Research the target markets for regulations, trends, statistics, popular engines and social outlets • Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market