kate morris_searchlove san diego 2013_lost in translation
TRANSCRIPT
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Lost in Translation:Expanding Internationally
Kate Morris
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Kate Morris
Principal Consultant, Distilled
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Situation 1
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Image/Graph etc.
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Image/Graph etc.
$$$$
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Situation 2
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Image/Graph etc.
“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
gu
age
Cou
ntry
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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
Image/Graph etc.
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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
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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)
Image/Graph etc.
Focus: Products
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Collectivistic Culture Site (Japan)
Image/Graph etc.
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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Image/Graph etc.
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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Cou
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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
Image/Graph etc.
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.
