International SEO: How to Establish a Global Web Presence With a Localized Feel
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This document discusses strategies for establishing an international web presence with localized content. It recommends choosing target countries and languages based on factors like population, internet penetration, and existing traffic. Content should be localized for B2C while more general for B2B. Cultural considerations are important. Global websites can be managed through a content management system with a global gateway to provide consistent branding across localized sites. Content translation and localization are important, as are on-page and off-page SEO tailored for different international markets. The goal is an integrated global presence that feels locally relevant in each location.
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International SEO: How to Establish a Global Web Presence With a Localized Feel
- 1. International SEO How to Establish a Global Web Presence With a Localized Feel
- 2. Housekeeping … • Request a 1-on-1 lab online http://www.businessol.com/labs 1 2 If Tweeting about this session, please use this hashtag: #seo Become a fan on facebook: www.facebook.com/B OLOptimized 3 Recorded presentation & slides will be sent via email following the event Follow BusinessOnLine on Twitter: @BOLOptimized
- 3. Agenda • International Marketing • Managing Global Websites – Web CMS – Global Gateway • Managing International Content – Content Translation • International SEO factors – Site wide – On-Page – Off-Page • Putting it Together
- 4. POLL
- 5. International Marketing Blunders Pepsi slogan US: “Pepsi Brings you back to life” • Translated into Chinese: “Pepsi brings your ancestors back from the grave” Clairol introduces the “mist stick” into Germany • No one seemed to have use for a “Manure Stick” Scandinavian vacuum manufacturer • US translation “Nothing sucks like an Electrolux”
- 6. International Marketing Choosing Your Target Countries • Population • Internet penetration by country • Internet buying behavior • Current traffic sources – Analytics
- 7. Choosing Your Target Market Targeting by Country vs. Language • SEO best practice • Budget • Combination approach • Start with languages and build up your country specific localization over time with testing, research and analytics
- 8. B2B Global: More General B2C Localization: Highly Custom B2B vs B2C High Cost Economies of Scale/ Lower Cost
- 9. Globalization vs Localization Global Products • Highly Technical • Ex: iPod, Honda Civic Localized Products / Marketing • Laundry Detergent, Ford Trucks, Coats, McDonald's etc…
- 10. Cultural Considerations Ethnocentrism: • Tendency to believe one's ethnic or cultural group is centrally important, and all other groups are measured in relation to one's own. The ethnocentric individual will judge other groups relative to their own particular ethnic group or culture.
- 12. Managing Global Websites For most global companies, a web presence grows organically. Positives: • Highly localized websites, relevant to local users • Possible good rankings in local search engines Negatives: • Inconsistent branding & user experience inefficiencies • Power of the corporate site from an SEO
- 13. Want to view the full webinar on demand? Download it free at: http://bit.ly/cuX6sV
Editor's Notes
- Let’s look at how the international search market is growing and which regions and countries had a significant change.
- For most global companies, a web presence has grown organically out of necessity in local markets. Local distributors or local offices built and maintain websites, search engine and social media presence to meet the needs of local customers. Corporate head quartersompanies have little to no involvement in the set up and maintenance of these local web presences. This creates positives and negatives from a Web Management, Presence and traffic generation standpoint;