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Multilingual Strategy Case Study

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Multilingual Strategy Case Study

  1. 1. MULTILINGUAL STRATEGY CASE STUDY: SUCCESSES AND FAILURES BETWEEN INTERNATIONAL AND LOCAL MARKETS Gemma Fontané
  2. 2. Six months after starting a website, what could happen is either this…
  3. 3. Or this...
  4. 4. What was a success and what went wrong?
  5. 5. Let's start at the beginning... What happened six months ago?
  6. 6. 1.THE IDEA Sell Tió de Nadal & Caganers online - Catalan Christmas Tradition April 2021
  7. 7. Local Product Catalan Seasonal Unique & original Why this choice?
  8. 8. Do people look for that product online? Does it have a growing trend? How high is the demand? How is the competition? In which locations do people buy it the most? Who is the main public that needs the product? When do they look for it? 2.PRODUCT VALIDATION
  9. 9. Keyword research. How users search for main keywords, what is their trend and the competition
  10. 10. Keyword research. How users search for main keywords, what is their trend and the competition
  11. 11. Study the competition and find out the keywords that they use and bring them more traffic. Analyze who talks about them (links).
  12. 12. Study the competition and find out the keywords that they use and bring them more traffic. Analyze who talks about them (links).
  13. 13. Market research. Define your audience and the countries where you want to start. Talk to people in the industry.
  14. 14. Market research. Define your audience and the countries where you want to start. Talk to people in the industry.
  15. 15. Market research. Define you audience and the countries where you want to start. Talk to people in the industry. Ecommerce trend Spain
  16. 16. ROI. Is the project profitable and viable? Study if there are enough searches and the probability of traffic that you may get to reach the minimum number of conversions to obtain ROI. *Take into account different scenarios
  17. 17. So... Why not?
  18. 18. Supplier Team Packaging & shipment Legal and administration Online strategy 3. DEFINE YOUR BUSINESS
  19. 19. We decided to create an online strategy! Although they are local products, there were searches from around the world! Do we have to develop an international strategy? May 2021
  20. 20. Are we going to target a country or a language or more than one? In which languages and what web structure does the competition have? Is it better to have a Generic Top-Level Domains (gTLDS) or a Country Code Top-Level Domains (ccTLDS)? How to select the best international strategy?
  21. 21. Which web structure is the best option? ccTLDS gTLDS
  22. 22. www.tiodenadal.online We decided to do two different strategies What would you have done www.denadal.cat Country Code Top-Level Domains (ccTLDS) Prioritize In Catalan / Catalonia Local product = personalized message Tradition Generic Top-Level Domains (gTLDS) Double effort English Audience distributed across different countries with the same language. Decoration
  23. 23. Strategy: similar for both websites www.denadal.cat www.tiodenadal.online Web structure & domain Keyword research Content creation Personalized message (Catalan) Google My Business Technical optimization Social media (Instagram, Facebook & Pinterest) Web structure & domain Keyword research Content creation Personalized message (English) Technical optimization Social media (Pinterest) June - Sept. 2021
  24. 24. How did we structure the sites and why? Keyword research & content Similar keywords. Not a large volume. Prioritize. Unique content. Avoid duplicate pages. Titles & Meta-descriptions optimized. Quality content. Images & videos (YouTube).
  25. 25. How did we structure the sites and why? Keyword research & content Transaccional keywords: products & categories. Informational keywords: blog.
  26. 26. How did we structure the sites and why? Web architecture & URLs https://www.tiodenadal.online/for-sale/tio-de-nadal-for-sale/caga-tio-log-for-sale/ https://www.tiodenadal.online/for-sale/caganer-for-sale-catalan/ https://www.tiodenadal.online/buy/tio-de-nadal/
  27. 27. How did we structure the sites and why? Web architecture & URLs https://denadal.cat/comprar/tio-de-nadal/ https://denadal.cat/comprar/tio-de-nadal/caga-tio-de-nadal/ https://denadal.cat/compra/tio-de-nadal-extra-45cm/
  28. 28. How did we structured the sites and why? Internal linking. Categories & filters Categories & subcategories indexed. Different sizes and function (decoration & tradition). No filters. Not necessary. No colours, types, materials..
  29. 29. Results: www.denadal.cat October 2021
  30. 30. Results: www.tiodenadal.online October 2021
  31. 31. What happened? Similar strategy for both websites, but different results... Because they have different objectives!
  32. 32. What did we learn from here and how did we still manage to sell the products?
  33. 33. 1.Focus & Prioritize
  34. 34. 1.Focus & Prioritize +60 countries English is an official language. Different habits.
  35. 35. 2. Language definition Native writer
  36. 36. 2. Language definition Well definition of the product and personalization Language focus: better results.
  37. 37. There are more than 6.500 spoken languages in the world! Most spoken languages in the world by native speakers in 2019 Most used content languages for websites Source: wikipedia
  38. 38. "40% of global consumers won’t buy in other languages" "73% want reviews of products in their language" "65% prefer content in their native language, even if it's poor quality" "66% use online machine translation when buying online." "76% prefer products with information in their own language" Source: https://alexika.com/blog/2020/08/17/why-translation-matters-40-will-not-buy-in-other-languages and https://insights.csa- research.com/reportaction/305013125/Marketing
  39. 39. 3.Web structure & keyword research Be clear about the objective of each page before performing the keyword research. Do a good competitor analysis
  40. 40. 3.Web structure & keyword research Well-defined architecture Internal linking
  41. 41. 3.Web structure & keyword research Filters & Categories: Are they necessary? Are they interesting to index? And to crawl?
  42. 42. 4. Technical optimization Indexation and speed
  43. 43. 5.Local customs & habits Marketplaces Use the common payment methods Trust and reliability
  44. 44. 6. Multichannel strategy Social Media Google Ads Marketplaces
  45. 45. 6. Multichannel strategy
  46. 46. Thank you! Gemma Fontané www.gemmafontane.com LinkedIn: Gemma Fontané Twitter: @gemmafontane

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