Presentation about adapting your company website for overseas customers and international trade. Delivered by UK Trade and and Investment at the Cambridgeshire Chambers of Commerce Social Media event on 10 June 2014.

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Adapting Your Website For International Trade
Notburga Preining 10.06.2014

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Agenda
– Introduction
– Is your website ready to go
international?
– The international web opportunity
– Options for an international web strategy
– Building an international website
– Optimising your international website
– Introduction to international social media
– UKTI Export Communications Review

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Is Your Website Ready To Go International?

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The International Web Opportunity

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The world is on the web
Internet users in the world by geographic regions
Source: Internet World Stats www.internetworldstats.com/stats.htm
Estimated internet users are 2,405,518,376 on 30 June 2012 Copyright © 2012 Miniwatts Marketing Group
24.3
90
167.3
254.9
273.8
518.5
1076.7
0 100 200 300 400 500 600 700 800 900 1000 1100 1200
Oceania / Australia
Middle East
Africa
Latin America / Caribbean
North America
Europe
Asia
Millions of Users

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… in many different countries
Source: Internet World Stats www.internetworldstats.com/top20.htm Copyright © 2012 Miniwatts Marketing Group
List of Top 10 countries by number of internet users – 30 June 2012
Rank Country Internet users
1 China 538,000,000
2 United States 245,203,319
3 India 137,000,000
4 Japan 101,228,736
5 Brazil 88,494,756
6 Russia 67,982,547
7 Germany 67,483,860
8 Indonesia 55,000,000
9 United Kingdom 52,731,209
10 France 52,228,905

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It’s not just in English
Top 10 languages in the internet
Source: Internet World Stats www.internetworldstats.com/stats7.htm
Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright © 2000-2012 Miniwatts Marketing Group
39.4
59.7
59.8
65.4
75.4
82.6
99.2
165.0
510.0
565.0
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700
Korean
Russian
French
Arabic
German
Portuguese
Japanese
Spanish
Chinese
English
Millions of Users

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Why internationalise?
• 70% of online search enquiries are not in English
(source: Oban Multilingual)
• Customers are four times more likely to buy from a website in their own
language
(source: IDC)
• Visitors stay twice as long if a website is in their own language
(source: Forrester Research)
• 90% of European internet users visit websites in their own language
(source: EU EuroBarometer)

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Options For An International Web Strategy

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The international web journey
Get it right in English Localise & translateGive a global impression
Local
country
domains
Optimise in English Optimise for other regions / languages
UK
website
in
English
International
website in
English
Country
pages
Language
pages
Local
country
domains
Local
country
domains
Agent &
distributor
websites
Agent &
distributor
websites

11. 11
global
messages

12. 12
global
messages

13. 13
Country-
specific
page

14. 14
One page
in German
on local
domain

15. 15
Local
country
domain

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Options for an international web strategy
• Secure a .com or generic top level domain name
• International section
e.g. www.yourcompany.com/international or www.international.yourcompany.com
• Country-specific pages
e.g. www.yourcompany.com/us or www.us.yourcompany.com
• Language-specific pages
e.g. www.yourcompany.com/fr or www.fr.yourcompany.com
• Local country code domains with local content & local languages
e.g. www.yourcompany.fr, www.yourcompany.es, www.yourcompany.ie

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International domain strategy checklist
• Generic top level domain name
e.g. .com .eu .asia
• Reserve other generic top level domain names
e.g. .biz .info
• Local country code domains (brand or keyword still in English)
e.g. www.training.fr
• Local country code domains (brand or keyword in other language)
e.g. www.formation.fr
• Internationalised domain names
e.g. in Japanese, Chinese, Korean, Arabic scripts

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Building An International Website

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Design, navigation & structure
• Technical best practice
• Clear, user-friendly layout and navigation
• Calls to action
• Visuals – a picture says a thousand words

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The world is going Mobile!
• A fifth of page views in
Europe are from mobiles
and tablets (source: comScore Jan 2013)
• Mobile only site
• Responsive website

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International website content
• In good quality international English
• Well structured
• Well written
• Well explained
• Consistent
• Frequently asked questions (FAQs)
• Glossary
• No typos!!

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Localised / multilingual website content
• Finalise English version of copy
• Translate/copy-write professionally
• Proofread professionally
• Some languages take more space than English (up to 30%)
• N.B.!! Google Translate

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Title style Tahoma Regular 30pt
Title style Tahoma Regular 30pt
Subtitle Tahoma 20pt
Subtitle Tahoma 20pt
Content
Home & why us
Products &
services
Where & how to
buy
Case studies &
testimonials
News & events
Awards,
accreditations &
memberships
About us
Contact us
UK
UK message
UK products / services
Where & how to buy in
the UK
UK case studies,
testimonials, client lists
UK news & events,
press releases
UK awards,
accreditations,
memberships
UK management team
bios & photos
UK contact details
International
International message
International products /
services
Where & how to buy
internationally, world map
International case studies,
testimonials, client lists
International news &
events, press releases
International awards,
accreditations,
memberships
Export / international team
bios & photos
Regional contact details
Localised
Message for local
market
Products / services for
local market
Where & how to buy in
the local country
Local case studies,
testimonials, client lists
Local news & events,
press releases
Local awards,
accreditations,
memberships
Local team contacts &
languages spoken
Local contact details

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Optimising Your International Website

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You have to do it all
• Keyword analysis in English
• Tag in English
• Update content with keywords
• Keyword analysis in other languages
• Tag in other languages
• Update content with local language keywords
• Monitor visitors, enquiries & sales

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Put your keywords in all the right places
• Title tags
• Description tags
• Keyword tags
• Headings (h1, h2, h3)
• Alt tags
• File/page/url names
• Image/video file names
• PDF/other media file names
• In website copy
• In glossary
• In FAQs
• In links
• In sitemap
• In breadcrumb navigation
• In navigation tabs
Different keywords on every page

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Optimise each & every web page
<title>Online Audio Language Magazines –
Language Advantage </title>
<meta name="description" content="Think
French, Think Spanish and Think Italian
online audio language magazines for
intermediate and advanced levels -
recommended by Language Advantage" />
<meta name="keywords" content="audio,
courses, french, italian, language, language
advantage, learn, magazine, online, spanish,
speak, think french, think italian, think
spanish” />
different tags
on each
web page

28. 28
optimise
each web
page
6
1
5
2
3
4
7
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Title style Tahoma Regular 30pt
Title style Tahoma Regular 30pt
Subtitle Tahoma 20pt
Subtitle Tahoma 20pt
8
9
title tag &
description
tag

30. 30
Google.fr
- pages in
French

31. 31Sources: http://returnonnow.com/2012/06/search-engine-market-share-country/ ; The Webcertain Global Search & Social Report 2013
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Country
Argentina
Australia
Brazil
Canada
Czech Republic
China
Denmark
France
Germany
India
Indonesia
Leader
Google
Google
Google
Google
Google
Baidu
Google
Google
Google
Google
Google
95
87
97
90
75
62
97
92
94
95
92
Runner up
Bing
Bing
Bing
Bing
Seznam
360 Search
Bing
Bing
Other
Other
Yahoo
4
3
2
8
25
22
2
4
6
5
5
Country
Italy
Japan
Mexico
Netherlands
Poland
Russia
Saudi Arabia
South Korea
Spain
United Kingdom
United States
Leader
Google
Yahoo Japan
Google
Google
Google
Yandex
Google
Naver
Google
Google
Google
87
56
91
94
97
62
97
62
96
94
67
Runner up
Virgilio
Google
Bing
Vinden
Other
Google
Yahoo/Bing
Daum
Yahoo/Bing
Bing
Bing
5
31
7
3
3
26
3
20
4
5
18
Search engine market shares around the world (percentages)

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Search is global
“Every day
Google answers more than one billion questions
from people around the globe
in 181 countries and 146 languages”
“Yahoo attracts more than half a billion consumers
every month in more than 30 languages”
(sources: http://www.google.com/competition/howgooglesearchworks.html, http://mashable.com/category/yahoo/ )

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Website optimisation in other languages
Keyword analysis
Rewrite or translate
copy
Add keywords to
copy
Add keywords to top
10 places
Add a language
declaration
Add pages to
sitemap
Geotarget
(if necessary)
British English
British English
British English
British English
British English
lang=“en-gb”
English pages
To UK
Other Englishes
e.g. in American English,
Australian English
e.g. in American English,
Australian English
e.g. in American English,
Australian English
e.g. in American English,
Australian English
e.g. lang=“en-us”,
lang=“en-au”
e.g. American English,
Australian English pages
e.g. to USA, Australia
Other languages
e.g. in French,
Spanish, Chinese
e.g. in French,
Spanish, Chinese
e.g. in French,
Spanish, Chinese
e.g. in French,
Spanish, Chinese
e.g. lang=“fr”,
lang=“es”, lang=“zh”
e.g. French, Spanish,
Chinese pages
e.g. to France, Spain,
China

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International ranking factors
Local
inbound
links
Contact
details from
countries
Local
country
domains
Local
language
keywords
Location
of hosting
Local
language
content
Geotargeting
Sitemaps
including
local
pages
Language
tags

35. Introduction To International Social Media
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36. Social Media around the World
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36
Twitter
232 million
India
1.23 billion
USA
313 million Google+
540 million
China
1.35 billion
Facebook
1.19 billion
If Facebook was a country…it would be the third largest in the world!
Source: Country population & active social network users – 2013 World Bank, US Census Bureau

37. Why go global socially?
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• There are more social network users in each of Asia, Latin America, Middle
East and Africa, than in the USA
(source: Squared Online 2013)
• The fastest growing languages in social media are Arabic and Portuguese
(source: social bakers 2012)
• 50% of Chinese Internet users are microbloggers
(source: Access to China 2013)
• The number of social media users grew by 50% in India and Indonesia in
2013
(source: eMarketer “Worldwide Social Network Users: 2013 Forecast and Comparative Estimates”)
• Only 26% of companies have plans to run social media campaigns in more
than one country
(source: eConsultancy 2011)

38. Top global social media networks
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• Facebook www.facebook.com
• LinkedIn www.linkedin.com
• YouTube www.youtube.com
• Twitter www.twitter.com
• Google+ www.plus.google.com
• Pinterest www.pinterest.com

39. Top international social networking sites
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• Weibo www.weibo.com
• Orkut www.orkut.com
• Tencent Weibo www.qq.com
• Renren www.renren.com
• Mixi www.mixi.jp
• Qzone www.qzone.qq.com
• VK www.vk.com
• Odnoklassniki www.odnoklassniki.ru
• Viadeo www.viadeo.com
• Badoo www.badoo.com
• YouKu www.youku.com

40. Options for an international social media strategy
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Get it right in English Give a global impression Localise & translate
UK
profile in
English
International
profile in
English
By
country
By
language
Optimise in English Optimise for other regions / languages
Local social
media
networks

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Export Communications Review – from what to how!
• International domain strategy
• International web strategy
• Design, navigation and structure
• International/multilingual content
• International/multilingual SEO
• International e-commerce
• International social media
• Marketing materials
• Exhibition materials
• Thorough review of your website
against our best practice checklist
• 2-3 hour meeting face-to-face or via
Skype
• Detailed, tailored written action plan
• Up to three subsidised reviews if
meet criteria
• Review is £500 + £100 VAT
• UKTI subsidy is £250
… Anything to do with international communication!

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Next steps
Contact Notburga on+44 (0)7714 340845 E-mail:
notburga.preining@ecrconsultants.org
Apply for an Export Communications Review at
https://www.gov.uk/export-communications-review
Take the first step to going international on the web today
Attend Masterclasses:
International Web Optimisation
International e-commerce
Dates and venues on https://www.events.ukti.gov.uk/

43. Questions?
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