Kate Morris_SearchLove San Diego 2013_Lost in translation

@katemorris
Lost in Translation:
Expanding Internationally
Kate Morris

@katemorris
Insert
speaker photo
Kate Morris
Principal Consultant, Distilled
kate.morris@distilled.net
@katemorris

@katemorris
Image/Graph etc.
$$$$

@katemorris
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. “

@katemorris
Click icon to add picture
Saudi Arabia Fail

@katemorris
Less Fail, More Confusion

@katemorris
Going International Requires a
Business-Specific Strategy

@katemorris
There is no strategy.
Language
Country

@katemorris
Geo
-
targ
etin
g
Transl
ating
Geotargeting, Translation, Both
Both

@katemorris
Geotargeting ≠ Translation

@katemorris
Geotargetin
g
Translation
/Language
Cultur
e
Lega
l
Search
Engine
s
Components

@katemorris
Geotargeting is
(almost) always best.

@katemorris
1. Culture Changes

@katemorris
Meet Nathalie Nahai
@TheWebPsych
Psst … Follow Her
Image/Graph etc.

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

@katemorris
Image/Graph etc.
Targeting an
international
audience means
more change to your
marketing plan than
just language.

@katemorris
q
the degree to which the less powerful members of a society accept and expect that power is distributed
unequally
Power Distance
q
the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity
Uncertainty Avoidance
q
How the members of a society see themselves, as individuals or as a collective.
Individualism/Collectivism
q
masculinity side of this dimension represents a preference in society for achievement, heroism,
assertiveness and material reward for success
q
Femininity stands for a preference for cooperation, modesty, caring for the weak and quality of life
Masculinity/Femininity
q
dealing with society’s search for virtue, black and white versus gray areas of life
Long-term Orientation
Hofstede’s Dimensions

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

@katemorris
Individualistic Culture Site (UK)
Image/Graph etc.
Focus:
Products

@katemorris
Collectivistic Culture Site (Japan)
Image/Graph etc.
Focus: User’s
Relationships

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

@katemorris
High Power Distance (Malaysia)
Image/Graph etc.
Focus:
Professors

@katemorris
Low Power Distance (Netherlands)
Image/Graph etc.
Focus: Students

@katemorris
Image/Graph etc.
Go check out
the whole
presentation.

@katemorris
2. Search Engines
Operate by Country

@katemorris
Google Operates by Country
This is
Google
Estonia
google.ee

@katemorris
Not by Language
Not
Google
Estonian

@katemorris
They offer Google Estonia in popular languages of that country.

@katemorris
GWMT: No mention of language

@katemorris
BWMT: No mention of language

@katemorris
Trust the Data

@katemorris
3. Laws, Rules,
Regulation

@katemorris
Shipping

@katemorris
Currency and Taxes

@katemorris
Rules (ex. Cookies)

@katemorris
Geo-targeting can be costly.

@katemorris
Geo-targeting can be costly.
* You may or may not need these things.
Content Creation
Translation
Web Design
Domains*
Promotion Hosting*
Photography
ConsultantsSupport
Development

@katemorris
Translating only
is an option!

@katemorris
Language changes are a good
place to start.

@katemorris
Image/Graph etc.
Some site content will
have to be translated
anyway.

@katemorris
Main Issue:
Confusing Country and
Language Targeting

@katemorris
Remember This?
Language
Country

@katemorris
This points to domain.fr
That’s a geo-targeted domain to France only.

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

@katemorris
French Speaking Countries

@katemorris
French Speaking Countries
Image/Graph etc.
http://en.wikipedia.org/wiki/List_of_countries_where_French_is_an_official_language

@katemorris
Web Citizens of
France make up
49%
of the world’s
French speaking
web users.
France; 49%Other; 51%

@katemorris
That’s over
56 million
web users
ignored.
Image/Graph etc.

@katemorris
# Countries per Official Language
Image/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 8
Russia, 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

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

@katemorris
KEEP
CALM
AND
DON’T
MACHINE TRANSLATE

@katemorris
What Strategy is Right?

@katemorris
Introducing …
The New and Improved …
Interactive International Search Strategy
Tool
http://dis.tl/15rh9D1
Old PDF
http://bit.ly/14GdPoh
Image/Graph etc.

@katemorris
Example: Balsam Hill
Image/Graph etc.

@katemorris
- Go Find Your Strategy
- Don’t Machine Translate
- Test Everything
If in doubt, ask your
customers.

@katemorris
Thanks.
Any questions?
Kate Morris
kate.morris@distilled.net
@katemorris

Kate Morris_SearchLove San Diego 2013_Lost in translation

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