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douglawrence.com
helping you grow internationally
languages | sales | web | technology
Going Global with WordPress
WPUK
La...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Approach
• I’ll lead the session
• ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
A bit about me
1. 20+ years in the ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Deodorant test
• New to WordPress?
...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview
• Method: Plugins (e.g. WP...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview cont’d
• Website deploymen...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Did I miss anything?
Copyright © Am...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
The global web – why bother?
• Larg...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website content by language
English...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Internet users by language
English
...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Translation Methods
• Plugins (e.g....
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website Content
• Translation
– Put...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Audience engagement
• International...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website structure
• Sub-domains*
– ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Multilingual SEO
• On page (WordPre...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website deployment
• WordPress mult...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Ecommerce
• Multi-currency
• Multil...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Feedback to WordPress?
• Adaptation...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Who does what?
• Designers
• Develo...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
CASE STUDIES
Copyright © Amicus Tra...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Case Studies
• douglawrence.com
– M...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Navigation
Copyright © Amicus Trans...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
даглоуренс.рф (WP_RU 3.5.2)
Copyrig...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
abc-globe.ru (WP_RU MyWordPress.Ru ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
daniatraining.co.uk/da/
Copyright ©...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
OWN ‘YOUR NAME’ GLOBALLY!
Copyright...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Me and Sponge Bob just don’t get on...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Google.ru
Copyright © Amicus TransT...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
http://googlewebmastercentral.blog
...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful tools (all free)
• Quirk on ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful plugins?
• Translation
– WPM...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
SEARCH ENGINE SNIPPETS
Copyright © ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Title & Description Tags
Copyright ...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited...
douglawrence.com
helping you grow internationally
languages | sales | web | technology
Thank you, any questions?
Copyright...
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WCUK 2013 Going Global with WordPress 20130708

Method: Plugins (e.g. WPML, qTranslate) and DIY
Content: translation, trans-creation, new content
Audience engagement: e.g. supporting non-Latin character sets, international social media
Website structure: Single site with sub-domains, or directories, individual sites
SEO: on and off page multilingual SEO, working with Google, Yandex, Baidu and Bing
Website deployment: WordPress multisite, in country hosting, search engine geo-targeting
Ecommerce: multi-currency, multilingual, terms and conditions
Feedback to WordPress: Adaptations to default themes, e.g. international navigation

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WCUK 2013 Going Global with WordPress 20130708

  1. 1. douglawrence.com helping you grow internationally languages | sales | web | technology Going Global with WordPress WPUK Lancaster 2013 Doug Lawrence wordpress@douglawrence.com douglawrence.com Tel: +44 (0) 1562 74 66 32 Mob: +44 (0) 77 11 555 602 douglawrence.com helping you grow internationally languages | sales | web | technology
  2. 2. douglawrence.com helping you grow internationally languages | sales | web | technology Approach • I’ll lead the session • Audience participation • Agree topics • Share ideas and experience • Group breakouts? – Anonymous questions / challenges • Focus on websites rather than blogs • User rather than developer focus Copyright © Amicus TransTec Limited 2007-2013 2
  3. 3. douglawrence.com helping you grow internationally languages | sales | web | technology A bit about me 1. 20+ years in the translation industry 2. One of 5 government appointed (UKTI) web internationalisation experts 3. Helped over 100 companies to internationalise their web presence (UK and international) 4. Amateur WordPress user 5. Speaker of German and Russian – very basic Chinese Copyright © Amicus TransTec Limited 2010-2013 3
  4. 4. douglawrence.com helping you grow internationally languages | sales | web | technology Deodorant test • New to WordPress? • Developer? • Designer? • User? • Agency? • Languages? • Experienced with global sites? • Bored with putting your hand up? Copyright © Amicus TransTec Limited 2007-2013 4
  5. 5. douglawrence.com helping you grow internationally languages | sales | web | technology Overview • Method: Plugins (e.g. WPML, qTranslate) and DIY • Content: translation, trans-creation, new content • Audience engagement: e.g. supporting non-Latin character sets, international social media • Website structure: Single site with sub-domains, or directories, individual sites • SEO: on and off page multilingual SEO, working with Google, Yandex, Baidu and Bing Copyright © Amicus TransTec Limited 2007-2013 5
  6. 6. douglawrence.com helping you grow internationally languages | sales | web | technology Overview cont’d • Website deployment: WordPress multisite, in country hosting, search engine geo-targeting • Ecommerce: multi-currency, multilingual, terms and conditions • Feedback to WordPress: Adaptations to default themes, e.g. international navigation Copyright © Amicus TransTec Limited 2007-2013 6
  7. 7. douglawrence.com helping you grow internationally languages | sales | web | technology Did I miss anything? Copyright © Amicus TransTec Limited 2007-2013 7
  8. 8. douglawrence.com helping you grow internationally languages | sales | web | technology The global web – why bother? • Larger audience • Emerging markets • Access for all • References: • http://en.wikipedia.org/wiki/Languages_used_on_the_Internet Copyright © Amicus TransTec Limited 2007-2013 8
  9. 9. douglawrence.com helping you grow internationally languages | sales | web | technology Website content by language English 56% Russian 6% German 5% Spanish 5% Chinese 4% French 4% Japanese 4% Arabic 3% Portuguese 2% Others 11% Copyright © Amicus TransTec Limited 2007-2013 9 Source: http://w3techs.com/technologies/overview/content_language/all W3Techs.com, 10 July 2013
  10. 10. douglawrence.com helping you grow internationally languages | sales | web | technology Internet users by language English 33% Chinese 27% Spanish 9% Japanese 6% Portuguese 5% German 5% Arabic 4% French 4% Russian 4% Korean 2% Others 1% Copyright © Amicus TransTec Limited 2007-2013 10 Source: http://www.internetworldstats.com/stats7.htm 30th Jue 2010
  11. 11. douglawrence.com helping you grow internationally languages | sales | web | technology Translation Methods • Plugins (e.g. WPML and qTranslate) • DIY – Extract content – Create new pages / site – Translate database Copyright © Amicus TransTec Limited 2007-2013 11
  12. 12. douglawrence.com helping you grow internationally languages | sales | web | technology Website Content • Translation – Putting the text in a different language • Trans-creation – Rewriting the text in a different language • Re-create – New content in the target language Copyright © Amicus TransTec Limited 2007-2013 12
  13. 13. douglawrence.com helping you grow internationally languages | sales | web | technology Audience engagement • International social media – E.g. RenRen China, Xing Germany, VK Russia – Create links to/from the website to these profiles • Global Social Media Networks Set to Overtake Facebook? By Ryan HolmesCEO at HootSuite • Supporting non-Latin character sets – Setting in PHP email Copyright © Amicus TransTec Limited 2007-2013 13
  14. 14. douglawrence.com helping you grow internationally languages | sales | web | technology
  15. 15. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 15
  16. 16. douglawrence.com helping you grow internationally languages | sales | web | technology Website structure • Sub-domains* – fr.domain.com – de.domain.com • Sub-directories – domain.com/fr – domain.com/de • Individual sites – domain.fr – domain.de *Can this be mapped to a single install? Copyright © Amicus TransTec Limited 2007-2013 16
  17. 17. douglawrence.com helping you grow internationally languages | sales | web | technology Multilingual SEO • On page (WordPress SEO) • Off page (backlinks?!, social media) • Verifying ‘local’ search engines: – Google – Baidu – Yandex – Bing Copyright © Amicus TransTec Limited 2007-2013 17
  18. 18. douglawrence.com helping you grow internationally languages | sales | web | technology Website deployment • WordPress multisite • In country hosting • Search engine geo-targeting – Google – Bing – Baidu – Yandex (only within Russia?) Copyright © Amicus TransTec Limited 2007-2013 18
  19. 19. douglawrence.com helping you grow internationally languages | sales | web | technology Ecommerce • Multi-currency • Multilingual • Terms and conditions UK/Europe, US, Rest of World Copyright © Amicus TransTec Limited 2007-2013 19
  20. 20. douglawrence.com helping you grow internationally languages | sales | web | technology Feedback to WordPress? • Adaptations to default themes, e.g. international navigation • Untranslated screen stuff (e.g. search box) • Bi-directional character sets such as Arabic and Hebrew Copyright © Amicus TransTec Limited 2007-2013 20
  21. 21. douglawrence.com helping you grow internationally languages | sales | web | technology Who does what? • Designers • Developers • Translators • Reviewers • SEOers • Users • ‘Testers’? Copyright © Amicus TransTec Limited 2007-2013 21
  22. 22. douglawrence.com helping you grow internationally languages | sales | web | technology CASE STUDIES Copyright © Amicus TransTec Limited 2007-2013 22
  23. 23. douglawrence.com helping you grow internationally languages | sales | web | technology Case Studies • douglawrence.com – Multisite, 3.5.2, U-Design, EN • даглоуренс.рф – WP_RU 3.5.2, hosted in Russia, Twenty Twelve • abc-globe.ru – 3.5.1? RU, native content, ‘orphan’ theme • daniatraining.co.uk – Education Child Theme, WP 3.5.2, WPML Copyright © Amicus TransTec Limited 2007-2013 23
  24. 24. douglawrence.com helping you grow internationally languages | sales | web | technology Navigation Copyright © Amicus TransTec Limited 2007-2013 24 Navigation by language name
  25. 25. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 25
  26. 26. douglawrence.com helping you grow internationally languages | sales | web | technology даглоуренс.рф (WP_RU 3.5.2) Copyright © Amicus TransTec Limited 2007-2013 26
  27. 27. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 27
  28. 28. douglawrence.com helping you grow internationally languages | sales | web | technology abc-globe.ru (WP_RU MyWordPress.Ru 3.5.1) Copyright © Amicus TransTec Limited 2007-2013 28
  29. 29. douglawrence.com helping you grow internationally languages | sales | web | technology daniatraining.co.uk/da/ Copyright © Amicus TransTec Limited 2007-2013 29
  30. 30. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 30
  31. 31. douglawrence.com helping you grow internationally languages | sales | web | technology OWN ‘YOUR NAME’ GLOBALLY! Copyright © Amicus TransTec Limited 2007-2013 31
  32. 32. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2010-2013 32 Your name or your brand
  33. 33. douglawrence.com helping you grow internationally languages | sales | web | technology Me and Sponge Bob just don’t get on … Copyright © Amicus TransTec Limited 2007-2013 33 Well it’s Plankton really!
  34. 34. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2010-2013 34
  35. 35. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 35
  36. 36. douglawrence.com helping you grow internationally languages | sales | web | technology Google.ru Copyright © Amicus TransTec Limited 2010-2013 36 My website My social media profiles Sponge Bob My ‘alt texted’ and social media images Conference website
  37. 37. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2010-2013 37
  38. 38. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 38
  39. 39. douglawrence.com helping you grow internationally languages | sales | web | technology http://googlewebmastercentral.blog spot.co.uk/2010/03/working-with- multilingual-websites.html Copyright © Amicus TransTec Limited 2007-2013 39
  40. 40. douglawrence.com helping you grow internationally languages | sales | web | technology Useful tools (all free) • Quirk on Firefox (keyword density analyser) • Chrome SEO tool (doesn’t appear to be maintained) • Alexa.com (backlinks and traffic information) • Google Keywords tool / Yandex Direct • Google Conversion Goals • www.google.com.eg/ncr • Google “site:www.website.xxx” • Matt Cutts and Google Webmaster Tools YouTube channel • Don’t forget other engines, e.g. Yandex and Baidu Copyright © Amicus TransTec Limited 2010-2013 40
  41. 41. douglawrence.com helping you grow internationally languages | sales | web | technology Useful plugins? • Translation – WPML – qTranslate – http://translate.wordpress.org • Management – Multisite – ManageWP • Verification – Header and Footer – Meta Tag Manager • Navigation – Multisite Language Switcher – WordPress multilingual Copyright © Amicus TransTec Limited 2007-2013 41
  42. 42. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 42
  43. 43. douglawrence.com helping you grow internationally languages | sales | web | technology SEARCH ENGINE SNIPPETS Copyright © Amicus TransTec Limited 2007-2013 43
  44. 44. douglawrence.com helping you grow internationally languages | sales | web | technology Title & Description Tags Copyright © Amicus TransTec Limited 2007-2013 44
  45. 45. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 45
  46. 46. douglawrence.com helping you grow internationally languages | sales | web | technology Copyright © Amicus TransTec Limited 2007-2013 46
  47. 47. douglawrence.com helping you grow internationally languages | sales | web | technology Thank you, any questions? Copyright © Amicus TransTec Limited 2007-2013 47 Doug Lawrence wordpress@douglawrence.com douglawrence.com даглоуренс.рф Tel: +44 (0) 1562 74 66 32 Mob: +44 (0) 7711 555 602

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