Method: Plugins (e.g. WPML, qTranslate) and DIY Content: translation, trans-creation, new content Audience engagement: e.g. supporting non-Latin character sets, international social media Website structure: Single site with sub-domains, or directories, individual sites SEO: on and off page multilingual SEO, working with Google, Yandex, Baidu and Bing Website deployment: WordPress multisite, in country hosting, search engine geo-targeting Ecommerce: multi-currency, multilingual, terms and conditions Feedback to WordPress: Adaptations to default themes, e.g. international navigation

1. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Going Global with WordPress
WPUK
Lancaster 2013
Doug Lawrence
wordpress@douglawrence.com
douglawrence.com
Tel: +44 (0) 1562 74 66 32
Mob: +44 (0) 77 11 555 602
douglawrence.com
helping you grow internationally
languages | sales | web | technology

2. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Approach
• I’ll lead the session
• Audience participation
• Agree topics
• Share ideas and experience
• Group breakouts?
– Anonymous questions / challenges
• Focus on websites rather than blogs
• User rather than developer focus
Copyright © Amicus TransTec Limited 2007-2013 2

3. douglawrence.com
helping you grow internationally
languages | sales | web | technology
A bit about me
1. 20+ years in the translation industry
2. One of 5 government appointed (UKTI) web
internationalisation experts
3. Helped over 100 companies to internationalise their web
presence (UK and international)
4. Amateur WordPress user
5. Speaker of German and Russian – very basic Chinese
Copyright © Amicus TransTec Limited 2010-2013 3

4. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Deodorant test
• New to WordPress?
• Developer?
• Designer?
• User?
• Agency?
• Languages?
• Experienced with global sites?
• Bored with putting your hand up?
Copyright © Amicus TransTec Limited 2007-2013 4

5. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview
• Method: Plugins (e.g. WPML, qTranslate) and DIY
• Content: translation, trans-creation, new content
• Audience engagement: e.g. supporting non-Latin character
sets, international social media
• Website structure: Single site with sub-domains, or
directories, individual sites
• SEO: on and off page multilingual SEO, working with
Google, Yandex, Baidu and Bing
Copyright © Amicus TransTec Limited 2007-2013 5

6. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview cont’d
• Website deployment: WordPress multisite, in
country hosting, search engine geo-targeting
• Ecommerce: multi-currency, multilingual,
terms and conditions
• Feedback to WordPress: Adaptations to
default themes, e.g. international navigation
Copyright © Amicus TransTec Limited 2007-2013 6

7. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Did I miss anything?
Copyright © Amicus TransTec Limited 2007-2013 7

8. douglawrence.com
helping you grow internationally
languages | sales | web | technology
The global web – why bother?
• Larger audience
• Emerging markets
• Access for all
• References:
• http://en.wikipedia.org/wiki/Languages_used_on_the_Internet
Copyright © Amicus TransTec Limited 2007-2013 8

9. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website content by language
English
56%
Russian
6%
German
5%
Spanish
5%
Chinese
4%
French
4%
Japanese
4%
Arabic
3%
Portuguese
2% Others
11%
Copyright © Amicus TransTec Limited 2007-2013 9
Source: http://w3techs.com/technologies/overview/content_language/all W3Techs.com, 10 July 2013

10. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Internet users by language
English
33%
Chinese
27%
Spanish
9%
Japanese
6%
Portuguese
5%
German
5%
Arabic
4%
French
4%
Russian
4%
Korean
2%
Others
1%
Copyright © Amicus TransTec Limited 2007-2013 10
Source: http://www.internetworldstats.com/stats7.htm 30th Jue 2010

11. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Translation Methods
• Plugins (e.g. WPML and qTranslate)
• DIY
– Extract content
– Create new pages / site
– Translate database
Copyright © Amicus TransTec Limited 2007-2013 11

12. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website Content
• Translation
– Putting the text in a different language
• Trans-creation
– Rewriting the text in a different language
• Re-create
– New content in the target language
Copyright © Amicus TransTec Limited 2007-2013 12

13. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Audience engagement
• International social media
– E.g. RenRen China, Xing Germany, VK Russia
– Create links to/from the website to these profiles
• Global Social Media Networks Set to Overtake Facebook?
By Ryan HolmesCEO at HootSuite
• Supporting non-Latin character sets
– Setting in PHP email
Copyright © Amicus TransTec Limited 2007-2013 13

14. douglawrence.com
helping you grow internationally
languages | sales | web | technology

15. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 15

16. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website structure
• Sub-domains*
– fr.domain.com
– de.domain.com
• Sub-directories
– domain.com/fr
– domain.com/de
• Individual sites
– domain.fr
– domain.de
*Can this be mapped to a single install?
Copyright © Amicus TransTec Limited 2007-2013 16

17. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Multilingual SEO
• On page (WordPress SEO)
• Off page (backlinks?!, social media)
• Verifying ‘local’ search engines:
– Google
– Baidu
– Yandex
– Bing
Copyright © Amicus TransTec Limited 2007-2013 17

18. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website deployment
• WordPress multisite
• In country hosting
• Search engine geo-targeting
– Google
– Bing
– Baidu
– Yandex (only within Russia?)
Copyright © Amicus TransTec Limited 2007-2013 18

19. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Ecommerce
• Multi-currency
• Multilingual
• Terms and conditions UK/Europe, US, Rest of
World
Copyright © Amicus TransTec Limited 2007-2013 19

20. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Feedback to WordPress?
• Adaptations to default themes, e.g.
international navigation
• Untranslated screen stuff (e.g. search box)
• Bi-directional character sets such as Arabic
and Hebrew
Copyright © Amicus TransTec Limited 2007-2013 20

21. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Who does what?
• Designers
• Developers
• Translators
• Reviewers
• SEOers
• Users
• ‘Testers’?
Copyright © Amicus TransTec Limited 2007-2013 21

22. douglawrence.com
helping you grow internationally
languages | sales | web | technology
CASE STUDIES
Copyright © Amicus TransTec Limited 2007-2013 22

23. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Case Studies
• douglawrence.com
– Multisite, 3.5.2, U-Design, EN
• даглоуренс.рф
– WP_RU 3.5.2, hosted in Russia, Twenty Twelve
• abc-globe.ru
– 3.5.1? RU, native content, ‘orphan’ theme
• daniatraining.co.uk
– Education Child Theme, WP 3.5.2, WPML
Copyright © Amicus TransTec Limited 2007-2013 23

24. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Navigation
Copyright © Amicus TransTec Limited 2007-2013 24
Navigation by language name

25. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 25

26. douglawrence.com
helping you grow internationally
languages | sales | web | technology
даглоуренс.рф (WP_RU 3.5.2)
Copyright © Amicus TransTec Limited 2007-2013 26

27. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 27

28. douglawrence.com
helping you grow internationally
languages | sales | web | technology
abc-globe.ru (WP_RU MyWordPress.Ru 3.5.1)
Copyright © Amicus TransTec Limited 2007-2013 28

29. douglawrence.com
helping you grow internationally
languages | sales | web | technology
daniatraining.co.uk/da/
Copyright © Amicus TransTec Limited 2007-2013 29

30. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 30

31. douglawrence.com
helping you grow internationally
languages | sales | web | technology
OWN ‘YOUR NAME’ GLOBALLY!
Copyright © Amicus TransTec Limited 2007-2013 31

32. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2010-2013 32
Your name or your brand

33. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Me and Sponge Bob just don’t get on …
Copyright © Amicus TransTec Limited 2007-2013 33
Well it’s Plankton really!

34. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2010-2013 34

35. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 35

36. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Google.ru
Copyright © Amicus TransTec Limited 2010-2013 36
My website
My social media profiles
Sponge Bob
My ‘alt texted’ and
social media images
Conference
website

37. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2010-2013 37

38. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 38

39. douglawrence.com
helping you grow internationally
languages | sales | web | technology
http://googlewebmastercentral.blog
spot.co.uk/2010/03/working-with-
multilingual-websites.html
Copyright © Amicus TransTec Limited 2007-2013 39

40. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful tools (all free)
• Quirk on Firefox (keyword density analyser)
• Chrome SEO tool (doesn’t appear to be maintained)
• Alexa.com (backlinks and traffic information)
• Google Keywords tool / Yandex Direct
• Google Conversion Goals
• www.google.com.eg/ncr
• Google “site:www.website.xxx”
• Matt Cutts and Google Webmaster Tools YouTube channel
• Don’t forget other engines, e.g. Yandex and Baidu
Copyright © Amicus TransTec Limited 2010-2013 40

41. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful plugins?
• Translation
– WPML
– qTranslate
– http://translate.wordpress.org
• Management
– Multisite
– ManageWP
• Verification
– Header and Footer
– Meta Tag Manager
• Navigation
– Multisite Language Switcher – WordPress multilingual
Copyright © Amicus TransTec Limited 2007-2013 41

42. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 42

43. douglawrence.com
helping you grow internationally
languages | sales | web | technology
SEARCH ENGINE SNIPPETS
Copyright © Amicus TransTec Limited 2007-2013 43

44. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Title & Description Tags
Copyright © Amicus TransTec Limited 2007-2013 44

45. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 45

46. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Copyright © Amicus TransTec Limited 2007-2013 46

47. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Thank you, any questions?
Copyright © Amicus TransTec Limited 2007-2013 47
Doug Lawrence
wordpress@douglawrence.com
douglawrence.com
даглоуренс.рф
Tel: +44 (0) 1562 74 66 32
Mob: +44 (0) 7711 555 602