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Multilingual Strategy Case Study:
Successes and Failures Between
International and Local Markets
Gemma Fontané
Six months after starting a website, what
could happen is either this…
Or this...
What went wrong? What was a success?
LET'S FIND OUT!
Let's start at the beginning...
What happened on April 2021?
1. The idea
To sell Tió de Nadal & Caganers online - Catalan Christmas Tradition
• Local Product
• Catalan
• Seasonal
• Unique & original
Why this choices?
2. Product validation
• 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?
Keyword research. How users search for main keywords,
what is their trend and the competition.
Keyword research. How users search for main keywords,
what is their trend and the competition.
Study the competition and find out the keywords that they
use and bring them more traffic. Analyze who talks about
them (links).
Study the competition and find out the keywords that they
use and bring them more traffic. Analyze who talks about
them (links).
Market research. Define your audience and the countries
where you want to start. Talk to people in the industry.
Market research. Define your audience and the countries
where you want to start. Talk to people in the industry.
Market research. Define you audience and the countries
where you want to start. Talk to people in the industry.
Ecommerce trend Spain
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
So... Why not?
• Supplier
• Team
• Packaging & shipment
• Legal and administration
• Online strategy
3. Define your business
We decided to create an online strategy!
Audience definition:
1.Catalan people that life in Catalonia / Spain
2.Catalan people that life abroad and want to celebrate it.
3.People from other countries that know the culture and like it, that
maybe they have lived before in Catalonia or traveled here.
4.People that don't know anything about the product but look for
Christmas ornaments online.
So with this, we decided to…
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?
• 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?
1.www.denadal.cat
• Country Code Top-Level Domains
(ccTLDS)
• Prioritize
• In Catalan / Catalonia
• Catalan people that life in Catalonia
/ Spain
• Local product = personalized
message
• Tradition
2.www.tiodenadal.online
• Generic Top-Level Domains (gTLDS)
• English
• Audience distributed across different
countries with the same language.
• Decoration
• Catalan people that life abroad and
want to celebrate it.
• People from other countries that
already know about Tió de Nadal
We decided to create 3 different online strategies!
3.Marketplace
• Handmade products
• English
• Curiosity
• United States, United Kingdom, Canada, Australia,
France…
• Low competition
• People from other countries that already know about
Tió de Nadal
• People that look for Christmas ornaments online
Websites: similar strategy for both
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)
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).
How did we structure the sites and why?
• Keyword research & content
⚬ Transaccional keywords: products & categories.
⚬ Informational keywords: blog.
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/
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/
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..
Marketplaces
3. Etsy
• Handmade products
• English
• Curiosity
• Easy
• United States, United Kingdom,
Canada, Australia, France…
• People from other countries that
already know about Tió de Nadal
• People that look for Christmas
ornaments online.
Results
How did the 3 different strategies work?
Results: www.denadal.cat
Results: www.tiodenadal.online
Results
Why did some strategies work better than the
others?
…we did similar strategies for some channels that
had different objectives!
What did we learn?
1.Focus & Prioritize
1.Focus & Prioritize
+60 countries English is an official language. Different habits.
2. Language definition
• Native writer
2. Language definition
• Well definition of the product
and personalization
• Language focus: better
results.
3.Web structure & keyword research
• Be clear about the objective of each page before performing the
keyword research.
• Do a good competitor analysis
3.Web structure & keyword research
• Well-defined architecture
• Internal linking
3.Web structure & keyword research
• Filters & Categories: Are they
necessary? Are they interesting
to index? And to crawl?
4. Technical optimization
• Indexation and
speed
5. Trust and reliability
• Marketplaces
• Links
5. Trust and reliability
5. Trust and reliability
6.Payment methods: habits and trust
• Not all payment systems work
the same in every country
• Include the most popular payment
methods for your audience
7.Analyze your results in time to refocus
strategies
• Missed opportunities
8. Multichannel strategy
• Social Media
• Google Ads
• Marketplaces
Thank you!
Gemma Fontané
www.gemmafontane.com
LinkedIn: Gemma Fontané
Twitter: @gemmafontane

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Multilingual Strategy Case Study

  • 1.
  • 2. Multilingual Strategy Case Study: Successes and Failures Between International and Local Markets Gemma Fontané
  • 3. Six months after starting a website, what could happen is either this…
  • 4.
  • 6. What went wrong? What was a success? LET'S FIND OUT!
  • 7. Let's start at the beginning... What happened on April 2021?
  • 8. 1. The idea To sell Tió de Nadal & Caganers online - Catalan Christmas Tradition
  • 9. • Local Product • Catalan • Seasonal • Unique & original Why this choices?
  • 10. 2. Product validation • 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?
  • 11. Keyword research. How users search for main keywords, what is their trend and the competition.
  • 12. Keyword research. How users search for main keywords, what is their trend and the competition.
  • 13. Study the competition and find out the keywords that they use and bring them more traffic. Analyze who talks about them (links).
  • 14. Study the competition and find out the keywords that they use and bring them more traffic. Analyze who talks about them (links).
  • 15. Market research. Define your audience and the countries where you want to start. Talk to people in the industry.
  • 16. Market research. Define your audience and the countries where you want to start. Talk to people in the industry.
  • 17. Market research. Define you audience and the countries where you want to start. Talk to people in the industry. Ecommerce trend Spain
  • 18. 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
  • 20. • Supplier • Team • Packaging & shipment • Legal and administration • Online strategy 3. Define your business
  • 21. We decided to create an online strategy! Audience definition: 1.Catalan people that life in Catalonia / Spain 2.Catalan people that life abroad and want to celebrate it. 3.People from other countries that know the culture and like it, that maybe they have lived before in Catalonia or traveled here. 4.People that don't know anything about the product but look for Christmas ornaments online. So with this, we decided to…
  • 22. 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?
  • 23. • 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?
  • 24. 1.www.denadal.cat • Country Code Top-Level Domains (ccTLDS) • Prioritize • In Catalan / Catalonia • Catalan people that life in Catalonia / Spain • Local product = personalized message • Tradition 2.www.tiodenadal.online • Generic Top-Level Domains (gTLDS) • English • Audience distributed across different countries with the same language. • Decoration • Catalan people that life abroad and want to celebrate it. • People from other countries that already know about Tió de Nadal We decided to create 3 different online strategies! 3.Marketplace • Handmade products • English • Curiosity • United States, United Kingdom, Canada, Australia, France… • Low competition • People from other countries that already know about Tió de Nadal • People that look for Christmas ornaments online
  • 25. Websites: similar strategy for both 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)
  • 26. 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).
  • 27. How did we structure the sites and why? • Keyword research & content ⚬ Transaccional keywords: products & categories. ⚬ Informational keywords: blog.
  • 28. 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/
  • 29. 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/
  • 30. 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..
  • 31. Marketplaces 3. Etsy • Handmade products • English • Curiosity • Easy • United States, United Kingdom, Canada, Australia, France… • People from other countries that already know about Tió de Nadal • People that look for Christmas ornaments online.
  • 32. Results How did the 3 different strategies work?
  • 36. Why did some strategies work better than the others? …we did similar strategies for some channels that had different objectives!
  • 37. What did we learn?
  • 39. 1.Focus & Prioritize +60 countries English is an official language. Different habits.
  • 40. 2. Language definition • Native writer
  • 41. 2. Language definition • Well definition of the product and personalization • Language focus: better results.
  • 42. 3.Web structure & keyword research • Be clear about the objective of each page before performing the keyword research. • Do a good competitor analysis
  • 43. 3.Web structure & keyword research • Well-defined architecture • Internal linking
  • 44. 3.Web structure & keyword research • Filters & Categories: Are they necessary? Are they interesting to index? And to crawl?
  • 45. 4. Technical optimization • Indexation and speed
  • 46. 5. Trust and reliability • Marketplaces • Links
  • 47. 5. Trust and reliability
  • 48. 5. Trust and reliability
  • 49. 6.Payment methods: habits and trust • Not all payment systems work the same in every country • Include the most popular payment methods for your audience
  • 50. 7.Analyze your results in time to refocus strategies • Missed opportunities
  • 51. 8. Multichannel strategy • Social Media • Google Ads • Marketplaces
  • 52. Thank you! Gemma Fontané www.gemmafontane.com LinkedIn: Gemma Fontané Twitter: @gemmafontane