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International Web Optimisation and Localisation
- 2. Agenda It’s a small world with big opportunities Understanding your audiences Mobile First Aim global, think local Which platform? Break Data, trends and analytics International Optimisation Getting and retaining visitors Pub Quiz
- 4. Introductions Please introduce yourself, your business and what you hope to achieve today.
- 7. Global/local trends • Growing global audiences • Internet penetration of India currently only 34% …China 53%...still plenty of room for growth! • Yet India has the fastest growing Facebook audience (213m MAU…3x the size of the UK!) • China: Weibo, WeChat, Youku, Baidu
- 11. Q: What is the most important question you need to answer when marketing a product or service? Question
- 12. Who buys your stuff? © www.whobuysyourstuff.com Answer
- 13. Women aged 24-45 Outdoor activities Family and kids The audience Personas
- 14. Exercise: Build three personas of people that would buy your product or service. Exercise
- 15. What is the 2nd most important question you need to answer? Question.
- 16. Platform or Where do they hang out? Answer
- 17. For each persona, where do you think they ‘hang out’ online. Where do they get information? What sites do they read? Where do they shop online? Exercise
- 18. What is the 3rd most important question you need to answer? Question
- 19. What is the PROPOSITION? (message) Answer
- 20. For each persona create a message or an idea for them and think about where you would place that message. Exercise
- 22. Content IS King
- 23. Design for mobile first
- 24. Mobile first……. Today! >60% of Search is mobile!!! Rises to 82% in China ^^^ >50% of online purchases in UK are mobile! ^^^^Rises even further to 90% in China for fashion and clothing!!!
- 25. Mobile first……. Today! And your web designer designs for desktop with mobile functions fitting into a three bar menu? Seriously????? WTF!!! – PMSL!!!
- 27. Mobile first……. Today! Google and Bing are global search engines that deliver LOCAL content!! On a mobile, ‘page one’ isn’t enough these days!
- 28. …..Voice for the future
- 29. …..Voice for the future
- 30. 50% of Search will be voice by 2020 60% of voice searchers have started this year! 40% of adults use voice search daily! Speech = 150 words per minute Type = 40 words per minute …..Voice for the future
- 31. …..Voice for the future How is your voice strategy shaping up?
- 33. Do you need to translate your website?
- 35. You need to LOCALISE your website!
- 36. • Google My Business • NAP Data – Name, Address, Phone number • Localise content – Content that talks to the audience – Think International Personas
- 40. • Localise Keywords – Not ‘translated’ – Check Google’s Keyword Planner Tool • Localise Page Titles • Localise Page Descriptions
- 41. Pay attention to localisation of language
- 44. What is the most important factor that people take into account when buying online? Question
- 45. Trust Answer
- 48. Data, Trends and Analytics
- 49. Big Data > micro audience
- 50. Keyword research
- 51. Google Trends
- 52. Google Analytics
- 54. Country level TLD’s ccTLD Subfolder Sub Domain www.mysite.com www.mysite.com www.mysite.com www.mysite.co.uk www.mysite.com/uk uk.mysite.com www.mysite.fr www.mysite.com/fr fr.mysite.com This is how Amazon do it!
- 55. Subfolders ccTLD Subfolder Sub Domain www.mysite.com www.mysite.com www.mysite.com www.mysite.co.uk www.mysite.com/uk uk.mysite.com www.mysite.fr www.mysite.com/fr fr.mysite.com This is how Apple do it!
- 56. Subdomains ccTLD Subfolder Sub Domain www.mysite.com www.mysite.com www.mysite.com www.mysite.co.uk www.mysite.com/uk uk.mysite.com www.mysite.fr www.mysite.com/fr fr.mysite.com This is how Wikipedia do it!
- 57. Tell Google (and Bing) what you have done <rel=“alternate” HREFLANG=“fr” href=“https://www.mysite.com/fr” HREFLANG
- 58. HREFLANG <link rel="alternate" hreflang="en-GB" href="http://www.asos.com/" /> <link rel="alternate" hreflang="en-US" href="http://us.asos.com/" /> <link rel="alternate" hreflang="fr-FR" href="http://www.asos.fr/" /> <link rel="alternate" hreflang="de-DE" href="http://www.asos.de/" /> <link rel="alternate" hreflang="it-IT" href="http://www.asos.com/it/" /> <link rel="alternate" hreflang="es-ES" href="http://www.asos.com/es/" /> <link rel="alternate" hreflang="en-AU" href="http://www.asos.com/au/" /> <link rel="alternate" hreflang="ru-RU" href="http://www.asos.com/ru/" /> Geo target like Asos.com
- 59. International Optimisation • Search engines (SE) are smarter than ever! Google RankBrain is an AI machine… • Almost all search results are personalised • ‘Old school’ SEO stuff still matters (metatags, content, links, urls etc) • Depending on the source, Google has between 73- 90% of search traffic • But Bing, Yahoo, Baidu, Yandex etc still account for billions of searches each month…
- 62. Exercise Search on Google.com for ‘road bike’
- 63. Exercise Search on Google.fr for ‘road bike’
- 64. Exercise Search on Google.fr for ‘Vélos de course’
- 65. Getting (and retaining) visitors
- 67. • Localised SEO • Pay Per Click – Google and Bing – Social Media (FB, Instagram,Twitter, LinkedIn, WeChat) • Regular, relevant and targeted content • Maintained Social Channels • Media relations (PR) • Blogs • Email Marketing • Paid advertising - publications • Traditional marketing (offline) Getting (and retaining) visitors
- 68. Getting (and retaining) visitors
- 69. • What is trending in Google search in Sweden right now? • What are the top three sites on Google and Bing in both the UK and France right now for: – Electric Bikes – Classical Guitars – Wind Turbines • What are the splits between mobile and desktop use for April 2017 for the Google Merchandise Store? • What was the bounce rate for the site for the same period? • How many users in Paris logged onto the site for the same period? PUB QUIZ
- 70. Thank you for your time Any Questions?
Hinweis der Redaktion
- Before we start I just wanted to show you some recent research that shows an internet minute in 2017…Social media is a large part of an internet minute… Social media is a strong influencer in the world of e-commerce. Shares and recommendations of products or services help increase brand recognition, improve buyer trust, and drive sales. According to Hubspot, 71% of consumers are more likely to make a purchase based on a social media reference. Mobile is more and more important. And I know we will talk about this more today. But think about how many times we check our phones…research tells us its around– 150 times a day Spend around 177 mins on our phone a day – for about a minute at a time We could call these brief snacking moments. We don’t go online anymore. We live online. And this has had a huge impact on the growth of social media and how it influences behaviour, what we purchase and how we go about purchasing things… Think about how you start the buying process? Where do you start now a days? If you want to buy a new bike? A new computer where do start looking? What do you use to start looking? Google? Mobile Phone? Tablet? Ahead of making a purchase, more than half (53%) of consumers say their mobile is the most important device for research (Marketing Week.com) This workshop today aims to be an introduction to social media advertising….to get you started and show you the process. To enable you to start talking to and influencing overseas customers… But it is not a quick win solution. You wouldn’t generally expect to put one ad up and get an immediate response with an influx of overseas visitors clicking on your advert. It might take some time, some testing of different ad formulas or creative options to see which ads work best…then you might want to scale your ads to increase your results further. And all this is assuming you have all your ducks in a row to sell overseas…for example do you sell in multiple currencies, do you have international shipping options, are you set up for export duty and any compliance/regulation issues that may be relevant to your business and the market you are targeting…
- Show of hands
- The website is at the centre of your digital marketing It is both driven by and informs social media strategies and campaigns
- Mobile responsive or mobile compatible 80% penetration in Germany for adults with smartphone (46% tablet) 83% say constantly checking their phone and searching. Make sure your mobile site not only works but works well Design for mobile first not second. Assume they will be hitting the site via mobile. China – 82% of purchases on mobile rising to 90% for fashion
- Take out your phone – and search for something
- Google Home, Chromecast and Google shopping Apple TV – Siri, Shopgate and even developers integrating Woo Commerce into Apple TV Amazon – biggest emarketplace – Alexa, Firestick Brands and corporations have spend billions on ‘tone of voice’, branding and visual representation Hands up who remembers a world where all websites were Times New Roman, or every typed document was courier? Adobe Voco enables you to ‘simulate’ any voice – you speak into it for 20 minutes and it learns your voice – then you push in your text and bingo. At the time there was uproar – especially amongst my voice over friends who thought – that’s it – the end of the world. Brands will in the future USE THIS technology – in as much as you get ‘web fonts’ and custom font kits you will see ‘voice kits’ HTML will change and voice codesets will be commonplace. Right now we are stuck with Siri, Cortana, Alexa et al in the same way that we were stuck with Times New Roman or Helvetica
- In Asia, with extended alphabets and languauges it’s easier to speak than to type But we use voice in a different way. We use grammatically correct syntax. We look
- Voice will continue to accelerate. Asian markets – richer, more complex alphabets We carry the keyboard round with us. The biggest restriction for technology has been the physical keyboard Remove that and we free ourselves more. Machine learning techniques will make this more accessible and more conversational Kubrik and Clarke foresaw this – in 1969 – intelligent – sentient virtual beings Asminov 3 laws of robotics
- Translate to the audience.
- Translate to the audience.
- Translate to the audience.
- Wordpress and Drupal are open source Wordpress powers 27.5% of the top 10 million websites worldwide Drupal power 2.5% of the same Wix is not open source and is ALWAYS hosted on Wix Servers Drupal and Wordpress can be hosted anywhere All have multi-lingual plug-ins Wix sites can’t be seen by loads of regions in China due to the Great Firewall of China Wordpress and Drupal can both be hosted in China and therefore visible as they both use standard php and there Wordpress and Drupal are fully customisable – Wix is based on predefined templates Drupal requires the most specialist knowledge Wordpress has good levels of local support Wix requires no knowledge at all Wix DOESN’T allow HREFLANG (I will explain this later)– does allow multi-language but little localisation of content and deals with geotargetting itself as opposed to Google or Bing dealing with it – Squarespace, Weebly et al – all have the same issues for multi-lingual sites
- Tracking and conversion pixels and tags Facebook Pixel LinkedIn Pixel Twitter Website Tags
- Ad words account – Keyword Planner tool
- Compare search trends watch for peaks and troughs Popularity of search terms
- Mobile User Flow Overview Date ranges User Flow from Landing Page Devices from Mobile
- ccTLD Each country has its own uniquedomain •Benefits: –Domain can be registered and hosted in local country –Increased trust factor leading to higher click-through rate –Strong location signal to search engines •Drawbacks: –Increased promotional efforts required for all domains –Purchase and maintenance cost of each domain
- ccTLD Each country has its own uniquedomain •Benefits: –Domain can be registered and hosted in local country –Increased trust factor leading to higher click-through rate –Strong location signal to search engines •Drawbacks: –Increased promotional efforts required for all domains –Purchase and maintenance cost of each domain
- All hosted on one domain but folders split out country-targeted content •Benefits: –Cheaper to maintain one domain and one hosting account –Shared authority of the main domain •Drawbacks: –Poorer location signal to Google –Potentially lower click-through rates than unique country domains
- All hosted on one domain but sub-domains split out country targeted content •Benefits: –Cheaper to maintain one domain and one hosting account –Sub-domains can be hosted in local countries –Somesharing of authority from main domain •Drawbacks: –Location signal still weaker than using unique ccTLDs –Authority sharing shown to be weaker than sub-folder approach
- <link rel="alternate" hreflang="en-GB" href="http://www.asos.com/" /> <link rel="alternate" hreflang="en-US" href="http://us.asos.com/" /> <link rel="alternate" hreflang="fr-FR" href="http://www.asos.fr/" /> <link rel="alternate" hreflang="de-DE" href="http://www.asos.de/" /> <link rel="alternate" hreflang="it-IT" href="http://www.asos.com/it/" /> <link rel="alternate" hreflang="es-ES" href="http://www.asos.com/es/" /> <link rel="alternate" hreflang="en-AU" href="http://www.asos.com/au/" /> <link rel="alternate" hreflang="ru-RU" href="http://www.asos.com/ru/" /> <link rel="alternate" media="only screen and (max-width: 974px)" href="http://m.asos.com/" />
- <link rel="alternate" media="only screen and (max-width: 974px)" href="http://m.asos.com/" />
- Yandex – Russia Yahoo – almost as big as google in Japan Baidu – China Naver – South Korea Bing has 21% of the share in USA
- Search Engine Results Pages Title – Keyword for the page message: Max 600 pixels - about 50-60 characters (no official length) Don’t Keyword stuff: Rule of thumb is Major Keyword (s) first – research is we scan first two words. NEVER lead with your Brand. You can end with your Brand however Meta Descriptions are about 160 Characters – These are an ELEVATOR PITCH Star ratings come from testimonials and star ratings ON YOUR SITE – plug ins such as ReviewTrust – As well as Google My Business, Trustpilot etc etc
- The emphasis in the West is on readability Me
- The next slide shows you the one single thing you can do to guarantee traffic will come to your site
- Different markets require different levels of investment Start Small and build. Scale budgets according to sales. China – 20% of revenue Golden rule – NEVER send people to your home page – send them to interesting content In B2B NEVER try and sell them stuff when you first engage with them – it’s like asking someone to marry you on the first date! You retain visitors through building trust and respect – it’s a relationship.