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Sabine Langmann
Webgears GmbH
How to expand to different markets
@SabTheLa
https://www.slideshare.net/SabineLangmann
All slides + more:
sabine-langmann.com
The Topic & Your Speaker
Learning #1
“The more realistic you are,
the less it will cost”
Hopes and Expectations
Your New Market
Market Numbers: Example
https://marketfinder.thinkwithgoogle.com/
Your SEO/SEM Market: Very first steps
Resources and Workload
Planning
Learning #2
“Plan your localisation before
you roll out”
Localisation
TLD Strategy
Server Structure
ccTLD:
Server Structure: Solution for ccTLD
zalando.co.uk zalando.com
GET /
200 OK
zalando.co.uk
IP: 123…
Subdomain + gTLD
Server Structure: Solution for ccTLD
uk.hotels.com us.hotels.com
GET /
200 OK
uk.hotels.com
IP: 123…
Subdirectory+ gTLD
Server Structure: Solution for gTLD + Subdirectory
GET /
302 /gb
ikea.com
IP: 123…x
ikea.com
IP: 123…y
GET /gb
200 OK
GET /
302 /us
ikea.com
GET /us
200 OK
GET /us
200 OK
GET /gb
200 OK
Reverse Proxy
TLD Strategy:
Domain Consolidation
gTLD/Subdirectory
ccTLD
Domain Consolidation: Best Case
gTLD/Subdirectory
ccTLD
Domain Consolidation: Worst Case
Learning #3
“Accept failure – focus on
countries that are worth it”
Testing and Reasoning
Thank you!
… Questions?
All slides + more  sabine-langmann.com

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