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Insider's Guide to Creating Multilingual Websites That Drive Revenue

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DesigningIT & Acclaro Webinar Presentation. The webinar is geared towards digital marketing professionals, web admins and developers who are interested in creating or maintaining a successful, revenue-generation multilingual website.

The full webinar is available here https://www.youtube.com/watch?v=2x-hFKS9TuU

Published in: Marketing
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Insider's Guide to Creating Multilingual Websites That Drive Revenue

  1. 1. insider's guide to creating multilingual websites that drive revenue
  2. 2. presented by Florian Auckenthaler Owner Designingit florian@designingit.com Lydia Clarke Director of Operations Acclaro lclarke@acclaro.com Matt Grotenstein VP Client Development Acclaro mgrotenstein@acclaro.com
  3. 3. agenda  Why Multilingual?  Language & Country Targeting  Evaluating CMSs  Global Brand Consistency  SEO Considerations  User Experience & Choice  Q&A
  4. 4. 2002 Founded 100+ Languages 7 Global Offices 75 Staff 4,500 Translators
  5. 5. ✓ Founded 2003 ✓ Team of 13 ✓ Headquartered in US ✓ Presence in Europe
  6. 6. why multilingual websites?
  7. 7. Reasons to Build a Multilingual or Multi- regional Website:  Explosion of Internet users worldwide  Growth of e-commerce spending  Various business and strategic reasons  offset seasonality  cheaper to conduct business elsewhere  competition is forcing hand  customers located elsewhere
  8. 8. internet world stats Explosion of Internet Users 2000 - 2017 360 million INTERNET USERS 2000 5.9% OF WORLD’S POPULATION 3.88 billion INTERNET USERS 2017 51.7% OF WORLD’S POPULATION 976.4% growth 2000 to 2017
  9. 9. GLOBAL B2C e-commerce sales $2.6 trillion in 2016 Projected to hit $3.8 trillion in 2020 GLOBAL B2B e-commerce sales $7.3 trillion in 2016 Projected to hit $12 trillion in 2020 For the first time in 2014, consumers in Asia-Pacific spend more on e-commerce than North America.
  10. 10. poll question
  11. 11. automation language targeting
  12. 12. automation language vs. country targeting
  13. 13. Domain How to Structure your International Site ccTLD Country Code Top Level Domain • amazon.de • amazon.es • boc.cn gTLD Generic Top Level Domain • amazon.com • apple.com • sony.net gccTLD generic Country Code Top Level Domain • site.io [British Indian Ocean] • site.co [Colombia] Vanity ccTLD treated as gTLD ccSLD Second-Level Domains (ccSLDs) • prudential.co.uk • honda.co.jp Different Domain use an entirely different domain name for your localized website. -> one of the first steps to expanding internationally is to decide if you expand by language or country
  14. 14. c c T L D S u b f o l d e r S u b d o m a i n Country Targeting • de-de.facebook.com • it-it.facebook.com • apple.com/chde • paypal.com/de • gazprom.de • gazprom.ru • metroag.de/en How to Structure your International Site
  15. 15. R E S E A R C H FORBES Global 1000 Country Targeting Country code in Subfolder: 22.5% ccTLD: 9.5% Country code in Subdomain: 3.1% Different URL Format: 49.5% ** ** chevronaustralia.com, chevronunitedkingdom.com 3m.com.hk/3M/zh_HK/company-hk/ falabella.com.ar/falabella-ar/
  16. 16. Language Targeting skype.com/en skype.com/de/ nokia.com/en_int nokia.com/de_int uber.com/de S u b f o l d e r de.delta.com allstate.com de.hiltonworldwide.com espanol.allstate.com S u b d o m a i n How to Structure your International Site —> Do NOT use Google Search Console to set a region. —> Use of HREFLANG tag to signal the appropriate language version to Google
  17. 17. R E S E A R C H FORBES Global 1000 Language Targeting Language code in Subfolder: 74% Language code in Subdomain: 8.4%
  18. 18. evaluating CMSs for your multilingual website
  19. 19. poll question
  20. 20. Select Craft Entries for Translation
  21. 21. Confirm Entries in Translation Order Submission Form
  22. 22. Select Target Languages
  23. 23. Add Order Details
  24. 24. Submit or Save Order
  25. 25. Track Progress of Submitted Orders
  26. 26. Live Preview
  27. 27. Publish Completed Translations
  28. 28. brand voice brand consistency
  29. 29. Crowd Sourcing Freelance Translators Machine Translation (MT) Professional Translation Agency your brand
  30. 30. style guide & glossary
  31. 31. global - ready system & design
  32. 32. - Linguistic reference materials as base - Internationalization of CMS and database - Database (UTF-8) - Format date, currency, address, phone, etc. - Design of International Page Templates - using company brand assets (colors..) - Localization of pages - Consideration for Company name / tagline -> Internationalization enables localization How to Create Global Brand Consistency PROCESS 1] Internationalize 2] Localize (translation) 3] Multilingual SEO = Global ready Website
  33. 33. Nivea GermanyKorea
  34. 34. Volvo ChinaUSA
  35. 35. Champion System USA
  36. 36. Champion System SwitzerlandAustria
  37. 37. automationseo considerations
  38. 38. Which Structure is Best? it depends .. we need to consider: - type of website (e-com, SaaS,.. ) - brand reach / company size / office locations - target audience - business Strategy Best URL Structure for SEO PROs CONs - Clearest signal to SE - Best way to rank locally - Best conversion rate - Expensive to maintain - Separate Domain Authority for each Site ccTLDs - amazon.de .. amazon.it - Easier to maintain - Shared DA - Geotarget with Google - Weaker signal to SE - Users prefer ccTLS, higher conversion rate. Subdirectories - skype.com/en .. skype.com/de - More control than sub - Easier to maintain - Geotarget with Google - Weaker signal to SE - Diluted DA Subdomains - de-de.facebook.comtypically more reasons to go with subdirectory over a subdomain.
  39. 39. ▪ Perform Keyword Research in your local language (don’t translate keywords) ▪ Get content professionally translated (LSP) ▪ Build appropriate, local backlinks to your language or region URLs ▪ Make sure you don’t have duplicate content ▪ Avoid mixing ccTLD with gTLD (this complicates SEO efforts) ▪ According to google, server location is not a factor anymore (CDNs) ▪ Follow all the regular SEO best practices ▪ For usability make sure to ▪ Translate your URLs - skype.com/en/about - skype.com/de/uber-uns ▪ Give users an easy way to switch/choose country or language ▪ Target your URLs correctly with either Google Console or hreflang SEO Considerations
  40. 40. How to Structure your International Site Country Targeting - Google Search Console
  41. 41. hreflang  Correct hreflang configuration + international targeting in google search console best way to provide google with the right signals.  75% of multilingual websites have implementation mistakes [from test of 20,000 multilingual sites]  hreflang is a signal, not a directive. (this means, you need to still boost your localized URLs with a strong local backlink profile)  hreflang can NOT be used for country only targeting.  Region can not be used (like eu or asia)  hreflang is per individual URL/Page, not site wide.  Use x-default on homepage for country/lang selection  Cross Reference and Self Reference Implementation Language (in ISO 639-1 format) first + optionally the Country (in ISO 3166-1 Alpha 2 format)  de: German content, independent of region  en-gb: English content, for GB users  de-es: German content, for users in Spain Format How to Structure your International Site
  42. 42. <link rel="alternate" hreflang="en" href="http://href-lang.com/chord.html" /> <link rel="alternate" hreflang="en-ie" href="http://ie.href-lang.com/chord.html" /> <link rel="alternate" hreflang="en-gb" href="http://uk.href-lang.com/chord.html" /> <link rel="canonical" href="http://href-lang.com/chord.html" /> Code h r e f l a n g = “ e n ” <link rel="alternate" href="http://example.com/en-gb" hreflang="en-GB" /> <link rel="alternate" href="http://example.com/en-us" hreflang="en-US" /> <link rel="alternate" href="http://example.com/" hreflang="x-default" /> Default h r e f l a n g = “ x - d e f a u l t ” Common Mistakes  Using underscore instead of hyphen  Mixing up position of language and country code  Using country code without language code  Using invalid country code or language code  Missing the self-reference url  Defining UK for country code of Great Britain GB How to Structure your International Site hreflang
  43. 43. How to Structure your International Site Language Targeting - Google Search Console
  44. 44. targeting optimization
  45. 45. Targeting Optimization There are three main ways to get users to their appropriate locale. 1. ccTLD 2. Geolocation (IP) or Language Negotiation Recommendation: Only suggest country or language. Automatic redirect can have implications for Search Engine Spider. 3. User Choice - Global gateway - Language Switcher - Country Picker For Users How to Structure your International Site
  46. 46. Targeting Optimization Global Gateway Language and Country switching 3% of Forbes 1000 How to Structure your International Site
  47. 47. Targeting Optimization - Country Flag as triggerGlobe Icon Country name in English 18% 4% 3% Recommendation Country Trigger Country Selector English Country name only Country name in current lang 36% Flag and Country Name 15% 9% Country names translated to user’s native language
  48. 48. Targeting Optimization Language code as trigger 23% Language name in local language 24% Flag and Language name 8% Language Trigger 56% 20% Language name in native language Language code 14% Language name in english NO! ! Language Selector
  49. 49. Country and Language Selection Location L a n g u a g e S e l e c t i o n Top Right 56% Top Left 7% Footer 4% Other 11% C o u n t r y S e l e c t i o n Top Right 50% Top Left 7% Footer 14% Other 28% How to Structure your International Site
  50. 50. No Language Option
  51. 51. Language Available only if you speak Chinese http://www.vim.net.cn/machine/inde x.php?lang=en
  52. 52. Language Available only if you speak Spanish 911/1000 (Forbes)#
  53. 53. takeaways
  54. 54. website translation/localization: info@acclaro.com web design: info@designingit.com

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