launching global website
DESCRIPTION
SES New York presentation by Bill and Motoko Hunt on how to effectively launch a global web site.TRANSCRIPT
Key Points to Launching a Global Website
SES New York
March 22, 2011
@BillHunt @MotokoHunt
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?
Building Global Content – the wrong way
Actual steps from eHow.com
Market Trends & Opportunity
Why Go GLOBAL?
Source: eCommerce Times
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
Who’s Visiting Today?• Demand is already coming to you
• Log file analysis
• Sales and leads
Where is the opportunity?• Market place interests and product categories
Google Export Tool
Google Keyword Tool
Missed Opportunity Matrix™Simple worksheet to demonstrate the delta between the number of searches for a
phrase and the traffic you are currently getting
Local Search Engines & Market Differences
It’s not always a Google World
• Google (Global) 62.4%
• Yandex (Russia) – 65%
• Baidu (China) – 83.6%
• Naver (Korea) – 68%
• Yahoo! Japan – 47%
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
Traffic Sources
Search Behavior
• How do people find the website? – Search, Social Media, Ads, etc.
• Home vs. Work vs. Internet Café
• Mobile vs. PC
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
Purchasing Options• Currencies
• Credit cards
• Third party online transaction
• Offline transactions
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
Legal / Contracts / Content
特定商取引法に基づく表示 ©® TM
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.
Website and Campaign Mainenance
On-going Challenges
How to stay “Competitive” in foreign market
Reporting and Other Tools
Location based differencesDifferent agenciesDifferent reporting tools / language compatibilities
Campaign MaintenanceNot all teams/locations are made equal-Man power-Knowledge
Staying on the Course
• Roadmap
• Guidelines
• Standards
• Best Practice
• Roadmap
• Guidelines
• Standards
• Best Practice
Customer Services
Thank you
Merci
Obrigado
감사합니다 Gracias
Linguistic & Cultural Challenges
How’s your Translation?
www.engrish.com
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」
“FINGER LICKIN’ GOOD”
“EAT YOUR FINGERS OFF”
Chinese Translation
“GERBER”
“VOMITING”
French Translation
“CLAIROL MIST STICK”
CLAIROL MANURE STICK
German Translation
Also Localize• Currencies
• Metrics
• Address & Phone
• Shipping & Handling
• Local Legal Requirements– Business & License information
– Hours & Locations
– Return Policies
Local Search Benefit
Content: message, promotion, design, etc.
Keyword Research & Management
Keyword Research
Rule:
Do NOT Translate English Keywords
35
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
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
Who Has The Shortest Long Tail?
Shortest Tails Longest Tails
Romance
Scandinavia
English
Dutch / German
Source: Andy Atkins-Krüger – WebCertain.com
Keyword Research Tools
Use Keyword Tools
(free/subscription) to
create initial list of
related search terms
and search volume
39
Select location and language
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
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
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]
Link Building
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
Linking Family and Partner Sites
Different brands (domains)Ace.info – Ariel.co.uk –Bounceeverywhre.com – Bountytowels.com – Cascadeclean.com …
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
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
Infrastructure & Technical Challenges
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
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?
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
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?
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
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…
Setting Google Webmaster Tools
Sitemap Country setting
Scaling Content for Global Reach
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
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
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
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
Team & Organizational Issues
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.
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
Search Engine Style Guide
•Integrate into development QA process to monitor•Integrate into contracts and procurement to give teeth
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
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
Deploy Performance Metrics
Performance by business unit for critical keywords
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
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