Maximizing the Potential of International Markets

MAXIMIZING THE POTENTIAL OF INTERNATIONAL MARKETS Steps for a Multilingual Marketing USE LOCAL COUNTRY-CODE DOMAINS SPEAK THEIR LANGUAGE HOST THE DOMAIN ON LOCALIZED IP ADDRESSES FR CA .SG .US .KR .UK „DE http://www II Localizing the Site THE 3 KEYS TO INTERNATIONAL SEO TECHNICAL REQUIREMENTS Use ccTLDs (country-code top-level domain names) Keep the content for each language on separate URLS Avoid auto redirection based on the user's perceived language Use Google Webmaster Tools to target a specific country Implement 301 redirects or use the rel=canonical link appropriately Use robots.txt to block search engines from crawling automatically translated pages on your site Follow the guidelines on rel-alternate-hreflang to make sure that the correct language or regional URL is served to searchers IN-MARKET KEYWORD RESEARCH Perform content inventory and audit Analyze competitor keywords and global SERPS Research and select localized keyword variations Validate in-market keyword popularity Replace keyword translation tools (e.g. Google translate) with human translators for high conversion pages on your website LOCALLY RELEVANT CONTENT Use a single language for content and navigation for each page Beware that automated translations could be viewed as spam Apply local keywords to relevant pages only Include local addresses and phone numbers Work with professional in-market translators to re-create engaging content that resonates with its intended audience III Avoiding the 5 Biggest Blunders 1. Not Focusing on Directories Web directories outside of the U.S. still hold a lot of weight 2. Same Language, Wrong Country Links Just because the language is the same, if you want your links to count in UK, get UK originated links 3. Link Buying Participating in paid link networks will get your site banned 4. Translated and Offensive Content Translations are never accurate. In search, they are entirely different depending on the language http://www. 5. Poor URLS URLS should be entirely localized. For example, yoursite.com/French should be yoursite.com/francais/ IV Global e-Commerce Opportunities INTERNET USERS IN THE WORLD BY GEOGRAPHIC REGIONS - 2012 Q2 Asia 1076.7 Europe 518.5 North America 273.8 Latin America / Caribbean 254.9 Africa 167.3 Middle East 90.0 Oceania / Australia 24.3 200 400 600 800 1000 1200 Millions of Users ll TOP E-RETAIL MARKETS amazon 44.5% of Amazon's total sales come from China, France, Germany, Italy, Japan, Spain and UK sites $176.2b- USA $68.8b – UK $53.1b - Germany $48.3b - China ebay 62% of eBay's merchandise $45.0b - Japan (sans automobiles) originated outside of the US $43.3b - France $7.9b - Brazil $4.4b - Russia $680m - India V MULTI LINK BUILDING References: www.alchemyviral.com www.internotworldstlots.com/stats.htm www.iglobalexports.com/internotionalblog/2013/04/02/go-global-or-go-home www.languageconnect.not/blog/2012/01/infographic-top-o-retail-markets-of-the-world wwww.searchenginewatch.com/article/2076950/Top-5-International-Link-Building-Blunders blog.lionbridge.com/marketing/2012/09/27/fundamentols-of-successful-international-seo-infographic www.MULTILINKBUILDING.COM .. ... .....