launching global website

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Key Points to Launching a Global Website SES New York March 22, 2011 @BillHunt @MotokoHunt

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SES New York presentation by Bill and Motoko Hunt on how to effectively launch a global web site.

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Page 1: Launching global website

Key Points to Launching a Global Website

SES New York

March 22, 2011

@BillHunt @MotokoHunt

Page 2: Launching global website

Are you Global Ready?

Is there a need or awareness for you product or service?

Are your products adapted for the local markets?

Do you have the ability to take money from local markets

Are there restrictions on importing or excess tariffs?

How will you handle customer service?

How will you handle shipping and delivery?

How will consumers learn about your products?

Page 3: Launching global website

Building Global Content – the wrong way

Actual steps from eHow.com

Page 4: Launching global website

Market Trends & Opportunity

Page 5: Launching global website

Why Go GLOBAL?

Source: eCommerce Times

Page 6: Launching global website

New Market Opportunities

New Marketsand Demand for Products

Emerging markets or advancing technology opportunities

Source: Grant Thorton Emerging Markets Opportunity Matrix

Source: Grant Thorton Emerging Markets Opportunity Matrix

Page 7: Launching global website

Who’s Visiting Today?• Demand is already coming to you

• Log file analysis

• Sales and leads

Page 8: Launching global website

Where is the opportunity?• Market place interests and product categories

Google Export Tool

Google Keyword Tool

Page 9: Launching global website

Missed Opportunity Matrix™Simple worksheet to demonstrate the delta between the number of searches for a

phrase and the traffic you are currently getting

Page 10: Launching global website

Local Search Engines & Market Differences

Page 11: Launching global website

It’s not always a Google World

• Google (Global) 62.4%

• Yandex (Russia) – 65%

• Baidu (China) – 83.6%

• Naver (Korea) – 68%

• Yahoo! Japan – 47%

Page 12: Launching global website

Market Trends

• Internet penetration rate and user profile

• You may have different products/services that are popular in each market

• Online transaction vs. Offline transaction

Page 13: Launching global website

Traffic Sources

Page 14: Launching global website

Search Behavior

• How do people find the website? – Search, Social Media, Ads, etc.

• Home vs. Work vs. Internet Café

• Mobile vs. PC

Page 15: Launching global website

Seasonal Behavior

• Which product to push, when to push– Seasons

– Fiscal year

– Holidays / Shopping seasons

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

New Year

Chinese New Year

Graduation season in Japan

3-6 weeks vacations in

Europe

Winter in south hemisphere

Graduation season in US

Holiday shopping season

Page 16: Launching global website

Purchasing Options• Currencies

• Credit cards

• Third party online transaction

• Offline transactions

Page 17: Launching global website

Regulations on your Products?

• Leverage Export.gov and US Export Trade Desks

• Market regulations and tariff reviews

• Export documentations

• Check with local market government agencies

• Talk to FedEx, UPS and DHL for rates and issues and customs

• Document any issues and potential tariffs on the site and into the pricing

Page 18: Launching global website

Legal / Contracts / Content

特定商取引法に基づく表示 ©® TM

Page 19: Launching global website

Role of Website

Each market should have different set of keywords and content, which would lead site users to the right conversion point for the market online or off.

Page 20: Launching global website

Website and Campaign Mainenance

Page 21: Launching global website

On-going Challenges

How to stay “Competitive” in foreign market

Page 22: Launching global website

Reporting and Other Tools

Location based differencesDifferent agenciesDifferent reporting tools / language compatibilities

Page 23: Launching global website

Campaign MaintenanceNot all teams/locations are made equal-Man power-Knowledge

Page 24: Launching global website

Staying on the Course

• Roadmap

• Guidelines

• Standards

• Best Practice

• Roadmap

• Guidelines

• Standards

• Best Practice

Page 25: Launching global website

Customer Services

Thank you

Merci

Obrigado

감사합니다 Gracias

Page 26: Launching global website

Linguistic & Cultural Challenges

Page 27: Launching global website

How’s your Translation?

www.engrish.com

Page 28: Launching global website

Mistakes With “Word for Word” Translation

Not translated 「ホテル名」

「 US$40以下」

「 US$200以上」

「 US$xx以上、 US$xx以下」

「 111件中 1番目から 20番目のホテル」

This should be on the right side of the currency box.

???Wrong character「ホテル名」

「全てのホテルを表示する」

Page 29: Launching global website

“FINGER LICKIN’ GOOD”

“EAT YOUR FINGERS OFF”

Chinese Translation

Page 30: Launching global website

“GERBER”

“VOMITING”

French Translation

Page 31: Launching global website

“CLAIROL MIST STICK”

CLAIROL MANURE STICK

German Translation

Page 32: Launching global website

Also Localize• Currencies

• Metrics

• Address & Phone

• Shipping & Handling

• Local Legal Requirements– Business & License information

– Hours & Locations

– Return Policies

Local Search Benefit

Page 33: Launching global website

Content: message, promotion, design, etc.

Page 34: Launching global website

Keyword Research & Management

Page 35: Launching global website

Keyword Research

Rule:

Do NOT Translate English Keywords

35

Page 36: Launching global website

Linguistically Correct vs. Popular

Translated word may not be the most popular search term in different market

“baby carrier” “USA” “High Definition”

*ベビーキャリア *アメリカ *ハイデフィニション

*抱っこひも *合衆国 *ハイビジョン

*ベビースリング *米国 *フルハイビジョン

*アメリカ合衆国

36

Page 37: Launching global website

Be Aware of Regional Variations• Plurals, Accents, Spelling variations, etc.

37

Fútbol vs. Futbol

Fussball vs. Fußball

Localization vs. Localisation

Mom vs. Mum

Vacation vs. Holiday

Soccer vs. Football

Page 38: Launching global website

Who Has The Shortest Long Tail?

Shortest Tails Longest Tails

Romance

Scandinavia

English

Dutch / German

Source: Andy Atkins-Krüger – WebCertain.com

Page 39: Launching global website

Keyword Research Tools

Use Keyword Tools

(free/subscription) to

create initial list of

related search terms

and search volume

39

Select location and language

Page 40: Launching global website

Keyword Organization

• Organize your keywords by:– Languages

– Locations

– Target audiences

– Purchase cycle

– Importance

– Legal requirements

• Brand name

• Product name

• Model numbers, etc.

Tip: Translation Management tools for glossary pairs to get initial cut of words

Page 41: Launching global website

Cross-Market Planning

• Don’t just translate the English words

• Add all of the variations to expand keywords

• 20% of keywords in campaign are not popular or wrong translations

• 70% of Google queries are from outside the USA!

Spanish Italian German French

Keyword Searches Keyword Searches Keyword Searches Keyword Searches

ordenador 115,826 computer 557,015 notebooks 1,536,826 ordinateur portable 1,201,928

portatil 66,609 notebook 107,758 computer 1,205,954 ordinateur 728,504

ordenador portatil 40,026 pc 87,493 laptop 232,756 portable 254,664

computadora 20,419 portatile notebook 54,516 pc 194,804 pc 127,644

venta de ordenador 17,224 computer portatile 33,212 pc system 39,778 pc portable 59,568

oferta portatil 11,179 pc portatile 24,381 pcs notebooks 35,066 achat pc 18,252

oferta ordenador 9,790 personal computer 14,658 computer hardware 14,952 achat ordinateur 16,836

juego de ordenador 6,969 negozi computer 10,829 computer notebook 14,805 laptop 10,260

oferta ordenador portatil 6,720 notebook offerta 6,528 pc komplettsystem 13,146 vente ordinateur 9,440

notebook 3,609 vendita notebook 4,274 pc hardware 10,458 ordinateur de bureau 9,148

Page 42: Launching global website

Align Language Related Content

• Identified top “shared” keywords in each market

• Aligned common words and content to to scale localization efforts

• Saved over $25k USD in translation costs [Content & Ad Creative]

Page 43: Launching global website

Link Building

Page 44: Launching global website

Linking Global Sites

Different ccTLDs

Yourdomain.frYourdomain.fr

Yourdomain.deYourdomain.de

Yourdomain.co.krYourdomain.co.kr

Yourdomain.comYourdomain.com

Yourdomain.jpYourdomain.jp

Yourdomain.co.ukYourdomain.co.uk

Page 45: Launching global website

Linking Family and Partner Sites

Different brands (domains)Ace.info – Ariel.co.uk –Bounceeverywhre.com – Bountytowels.com – Cascadeclean.com …

Page 46: Launching global website

Power of Local Links

Using one language site for multiple market…

www.Yourdomain.com/en/index.html

Links from websites in UK

Links from websites in UK

Links from websites in

India

Links from websites in

India

Links from websites in

USA

Links from websites in

USA

Page 47: Launching global website

Linking Local Sites

Have separate folder for each market…

Geo Settingwww.Yourdomain.com/uk/index.html

www.Yourdomain.com/us/index.html

www.Yourdomain.com/in/index.html

Links from websites in UK

Links from websites in UK

Links from websites in

India

Links from websites in

India

Links from websites in

USA

Links from websites in

USA

Page 48: Launching global website

Infrastructure & Technical Challenges

Page 49: Launching global website

Technical Challenges• CMS settings

• Geo targeting, ccTLDs– Index problem

– Duplicate content

• Different target engines

• Languages / localization– Right to Left

– Double byte character set

• Tools (multi-lingual)

• Domain, sub-domain

• Hosting

• Link building

Page 50: Launching global website

Handling Re-direct

Q: We have ccTLD domains, but they are 301 redirected to “.com” site, and there’s no content under each ccTDL.

Do my pages perform well in all target markets?

Page 51: Launching global website

Barriers to getting global sites indexed

• Popups can’t be indexed

• Pull-down country maps can’t be crawled

• Restrictive JavaScript for language detection

• Restrictive Robots.txt and meta robots

Page 52: Launching global website

Detection & Serving Challenges

• Spiders typically crawl from few locations & don’t have a language preference

• Can a spider from the US “find” your other language content? – Use “Firefox User Agent Switcher

• Does the spider need to accept cookies? – Use Firefox Webmaster Tool

• Do you have unique county/language URL’s for each page?

• Are you serving differently to spiders and searchers?

Page 53: Launching global website

Domains and Hosting – Simple Answers

• Use ccTLD’s - where possible and practical

• Host in the local country – where possible and practical

• Be careful with proxy serving sites to fool the engines

• Ensure “ALL” variations of your site URL’s are set in GWT

Page 54: Launching global website

Google’s “Local Determination Hierarchy”

• You use a ccTLD – www.mysite.co.uk– ccTLD can be hosted in ANY country! – -ccTLD is ALWAYS treated as local content

• You host a .com in a country – www.mycompany.com hosted in US is a US site

– www.mycompany.com hosted in France is France Site

• Your sub directory is mapped in GWT– www.mycompany.com/uk is a UK site if mapped – www.mycompany.com/uk is a global site if NOT mapped

Your site is LOCAL to a country when…

Page 55: Launching global website

Setting Google Webmaster Tools

Sitemap Country setting

Page 56: Launching global website

Scaling Content for Global Reach

Page 57: Launching global website

Leverage Templates for Scale

• Maximize reach across the organization & globe

• Focus on top level templates – Optimize the templates when developed

– Ensure the optimal page elements are pulled into the template correctly

• Leverage Style Guides and Business Rules– Forces overseas offices to comply with optimized formats

– Give you way to monitor implementation of the program

Page 58: Launching global website

Template and top-level content optimisation

Sony.de Sony.fr Etc.

Page Title and Meta Data recommendations

Fully indexable navigation?

Ensure all parts of the page are indexable

Correct use of Header tags

Can search engine’s follow all of the links?

Enhancement of cross-links to distribute link equity

Page 59: Launching global website

Blended L10N & SEO Process

Scope

Primary Tasks

Keyword Optimization

Identify, analyze and refine optimal keywords

1. Critical Keyword List2. External Demand 3. On-site Search4. Current Position5. Content Availability &

User query centric

Glossary Development

Localization Step

Algorithm Compliance

Use SEO best practices to ensure translated content is optimal for scoring

1. Keyword Occurrence2. Keyword Density3. Keyword

Prominence4. Descriptive Sentence

Content Translation

Page Updates

Ensuring the final page has all the key elements needed for ranking well.

1. Ensure complete translation

2. Ensure proper language tags

3. Ensure optimal placement of keywords

Page QA

SEO Step

Page 60: Launching global website

Shared SEO &Content Plan

GlobalGeo/RegionCountryContent authoring

WW Project ManagerAccepts, coordinates requests

Web Production & DevelopmentQuality Assurance

Local ValidationValidates & approves translation

Publish content

EMEA Web Localization Translation

Americas WebLocalization Translation

AP Web Localization Translation

Local Authors trained on writing for SEO

Global & local glossary validated for demand

Rank & Traffic Reports

Keyword & Relevance

Search Implications on Roles Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic

Search Implications on Roles Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic

Page 61: Launching global website

Team & Organizational Issues

Page 62: Launching global website

Education Infrastructure Enhancement

Force Multipliers

Which are most effective techniques, tools and resources?

Uniform KPI’s

How do we compliment other teams for enhanced outcomes?

Where can we intersect with current activities and technologies?

What do we measure and why?

T3

Rapid repairs

T1

Fast & easy claims

T2

Personalized coverage tool & same

day assistance

E2

Makes me feel valued & there with me every step of

the way

E1

Treats me as an individual

Emotional

F3

Fair prices & easy / upfront information

F1

Personalized service, just right

for me

F2

Clear info, fair claims, sound

advice

Functional

P2

Understanding, proactive, empathetic

P1

Dynamic, fast, dependable,

efficient

R1

Known for effective & caring

intermediaries

R2

Known for good claims service & customer service

Persona / Reputation Touchpoint

Functional Benefits & Touchpoints

Reputation & Persona

Emotional Benefits

Desired Outcome

T2Fast claims process

P1Dependable & Efficient

.868

Insurance Company I Would Proactively Recommend

T1Has an easy to use

website

.333

F3

Responds quickly to my changing needs

E2Makes me feel reassured

because they deliver when it really matters

.839

.160

P2

Understanding

.518

.812

43.3%

40.6%

43.5%

42.0%

40.5%

38.1%

27.8%

35.9%

25.2%

20.8%

43.3%

30.6%General

Direct

Life

Helpful and Fair

Claims

Partner who

Delivers

• Ensures that claims will be resolved to our satisfaction• Has fair prices• Known for open and transparent dealings with customers

• Has a dedicated relationship leader focused on my company's needs• Helps my business move on because they deliver when it really matters• Makes me feel like they are there with us every step of the way

• Is a global thought leader known for analytical rigor• Dedicated, proactive and dynamic

• Global view of reported and paid claims• Helps get my employees back to work quicker

• Has a deep understanding of the unique needs of our business• Uses a thorough understanding of our business to tailor its risk

management services to us

Tailored Insight

DeepUnderstanding

• Has tools that help us identify and mitigate risks specific to our business• Offers a unique tailored solution that fits the needs of our business• Provides professional guidance that keeps me on top of my business

Nice to Have But not

Discriminating

Must Havebut not

Discriminating

1 2 3 4

Best Practice – Global Center of Excellence

IBM, HP, P&G, Cisco and SAP have adopted Global COE’s to manage shared services, centralize best practices which have been leveraged to scale search globally resulting in exponential performance improvements.

Page 63: Launching global website

UK DE CH IN BE IE AT PTKeyword Research Y Y Y Y Y Y Y N

Content Availability 360 360 150 300 8 40 160 0

Business Goals Alignment 300 340 50 250 8 10 160 0

Content Sharing N N N N N N N NTeam Resources Y Y N Y N N Y NLocalization Tools Integrated Y Y Y Y N N Y N

SEO & Localization Integrated Y N N Y N N Y N

Glossary Word Validation N N N N N N N N

Government Restrictions Y Y Y Y N N Y N

Active Campaigns Y Y Y Y Y Y Y N

Analytics Integration Y Y Y Y Y Y Y N

Program Cooperative N N N N N N N N

Content Collaboration Matrix

Page 64: Launching global website

Search Engine Style Guide

•Integrate into development QA process to monitor•Integrate into contracts and procurement to give teeth

Page 65: Launching global website

Search Knowledgebase

• Collect and share best practices with the wider team

•Send new adopters to view PPT and complete intake checklists•Add URL to your eMail Signature File

Page 66: Launching global website

Deploy Performance Metrics

• Leverage Scorecards for governance to ensure consistent global performance goals are achieved.

• Helps prioritize resource allocation

• Forces all business units to make an effort

IBM’s global search performance increased 500% when BU level

performance metrics implemented

Page 67: Launching global website

Deploy Performance Metrics

Performance by business unit for critical keywords

Page 68: Launching global website

Key steps to a successful global program

• Demonstrate the business opportunity for search

• Ensure translators and localizers understand search fundamentals

• Research and deploy the optimal keyword strategy

• Integrate search attributes into the development and localization workflow process

• Research the target markets for regulations, trends, statistics, popular engines and social outlets

• Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market

Page 69: Launching global website

Q&A

eMail: [email protected]

Twitter: billhunt

Blog: www.whunt.com

Site: www.back-azimuth.com

eMail: [email protected]

Twitter: motokohunt

Blog: www.ajpr.com/blog

Site: www.ajpr.com