kate morris_searchlove san diego 2013_lost in translation

@katemorris

Lost in Translation:Expanding Internationally

Kate Morris

@katemorris

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Kate Morris

Principal Consultant, Distilled

kate.morris@distilled.net

@katemorris

@katemorris

Situation 1

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$$$$

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Situation 2

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“We sell Logitech mice. I want to rank in google.co.uk.”

“Everyone has a domain.co.uk domain, I need one to rank. “

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Saudi Arabia Fail

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Less Fail, More Confusion

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Going International Requires a Business-Specific Strategy

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There is no strategy.

Lan

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Cou

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Geo-

targetin

g

Translating

Geotargeting, Translation, Both

Both

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Geotargeting ≠ Translation

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Geotargeting

Translation/Language

Culture

Legal

Search Engine

s

Components

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Geotargeting is (almost) always best.

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1. Culture Changes

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Meet Nathalie Nahai@TheWebPsych

Psst … Follow Her

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http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience

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Image/Graph etc.

http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience

Targeting an international

audience means more change to your marketing plan than

just language.

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● the degree to which the less powerful members of a society accept and expect that power is distributed unequally

Power Distance

● the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity

Uncertainty Avoidance

● How the members of a society see themselves, as individuals or as a collective.

Individualism/Collectivism

● masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material reward for success

● Femininity stands for a preference for cooperation, modesty, caring for the weak and quality of life

Masculinity/Femininity

● dealing with society’s search for virtue, black and white versus gray areas of life

Long-term Orientation

Hofstede’s Dimensions

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Individualistic/Collectivistic:How the members of a society see themselves, as individuals or as a collective.

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Individualistic Culture Site (UK)

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Focus: Products

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Collectivistic Culture Site (Japan)

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Focus: User’s Relationships

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Power Distance:The degree to which the less powerful members of a society accept and expect that power is distributed unequally.

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High Power Distance (Malaysia)

Image/Graph etc. Focus: Professors

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Low Power Distance (Netherlands)

Image/Graph etc.

Focus: Students

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http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience

Go check out the whole

presentation.

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2. Search Engines Operate by Country

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Google Operates by Country

This isGoogle Estoniagoogle.ee

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Not by Language

Not Google

Estonian

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They offer Google Estonia in popular languages of that country.

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GWMT: No mention of language

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BWMT: No mention of language

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Trust the Data

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3. Laws, Rules, Regulation

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Shipping

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Currency and Taxes

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Rules (ex. Cookies)

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Geo-targeting can be costly.

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Geo-targeting can be costly.

* You may or may not need these things.

Content Creation

Translation

Web Design

Domains*

Promotion Hosting*

Photography

ConsultantsSupport

Development

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Translating only

is an option!

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Language changes are a good place to start.

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Image/Graph etc.

http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience

Some site content will have to be translated

anyway.

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Main Issue:Confusing Country and Language Targeting

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Remember This?

Lan

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This points to domain.frThat’s a geo-targeted domain to France only.

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ccTLDs (.fr, .co.uk) are only for geo-targeting.

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French Speaking Countries

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French Speaking Countries

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http://en.wikipedia.org/wiki/List_of_countries_where_French_is_an_official_language

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Web Citizens of France make up

49% of the world’s

French speaking web users.

France; 49%Other; 51%

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That’s over 56 millionweb users ignored.

Image/Graph etc.

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# Countries per Official LanguageImage/Graph etc.

Language World Countries

English 59 India, United States, Pakistan, United Kingdom, Canada …

French 29 France, Democratic Republic of the Congo, Canada, Madagascar

Arabic 26 Egypt, Lebanon, Saudi Arabia, Morocco

Spanish 21 Spain, Mexico, Colombia, Argentina

Portuguese 10 Brazil, Portugal, Mozambique, Angola

Russian 8Russia, Kazakhstan, Belarus, Kyrgyzstan, Tajikistan, Abkhazia*, South Ossetia*, Transnistria*

German 6 Germany, Austria, Switzerland, Belgium, Liechtenstein, Luxembourg

Italian

4

Italy, Switzerland, San Marino, Vatican City

Malay Malaysia, Indonesia, Singapore, Brunei

Swahili Tanzania, Kenya, Uganda, Democratic Republic of the Congo

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By translating only, you can potentially reach a bigger audience.

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KEEPCALMAND

DON’TMACHINE TRANSLATE

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What Strategy is Right?

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Introducing …The New and Improved …

Interactive International Search Strategy Tool

http://dis.tl/15rh9D1

Old PDFhttp://bit.ly/14GdPoh

Image/Graph etc.

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Example: Balsam Hill

Image/Graph etc.

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- Go Find Your Strategy- Don’t Machine Translate- Test Everything

If in doubt, ask your customers.

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Thanks.Any questions?

Kate Morris

kate.morris@distilled.net

@katemorris