Website Globalization and E Business United Kingdom

Globalization Partners International White Paper | 2012

Website Globalization and
E-Business United Kingdom
The Website Globalization and E-Business Series includes a series of brief reports on country-specific
website globalization and e-business topics. The series includes:

• China • Russia
• Japan • Argentina
• Germany • France
• US Hispanic Market • United Kingdom
• Brazil • United Arab Emirates
• India

This series of reports is meant to be a primer on e-Business as well as a collection of language, culture
and website globalization facts by country. These reports are by no means a complete coverage of
these topics. For more comprehensive or customized reports on country-specific Website Globalization
and E-Business topics, please email mspethman@globalizationpartners.com.

No material contained in this report may be reproduced in whole or in part without prior written
permission of Globalization Partners International. The information contained in this White Paper has
been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can
be guaranteed.

© Copyright 2008 - 2012 Globalization Partners International. All rights reserved.
® All Trademarks are the property of their respective owners.
The Website Globalization and E-Business paper All graphics used in this report were provided by Flikr, Google Images and other free internet resources
was researched and written by: for pictures.

Martin Spethman
Managing Partner Globalization Partners International helps companies communicate and conduct business in any
Globalization Partners International language and in any locale by providing an array of globalization services including:
mspethman@globalizationpartners.com
Phone: 866-272-5874 • Translation
• Multilingual Desktop Publishing
Nitish Singh, PhD, • Software Internationalization & Localization
Author of “The Culturally Customized Website”, • Website Internationalization & Localization
“Localization Strategies for Global E-Business”, • Software and Website Testing
and Assistant Professor of International Business, • Interpretation (Telephonic, Consecutive, Simultaneous)
Boeing Institute of International Business, John • Globalization Consulting
Cook School of Business, Saint Louis University. • SEO (Global Search Engine Marketing)
singhn2@slu.edu
Phone: 314-977-7604 To learn more about Globalization Partners International, please visit us at blog.globalizationpartners.com.

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I. Market Introduction and Stats

Stats/Source Online Activities Fast Facts Numbers
UK Online • 94% of UK Internet homes General Stats GDP $2.47 trillion (2011)
Population have broadband access
• Usage of UK wireless hotspots Growth rate 0.9%
nearly doubled from August
Population Approximately 62.3 million, 2010
2010 to August 2011 to 4.9
million users
Internet Internet population Approximately 51.4 million, 83% of the population
eCommerce • 10% of total retail in the UK is Online spending $78.2 billion in 2011, up 11% over 2010
Shopping Trends online sales
• Online retail is growing 6x Future estimates $89.14 billion by the end of 2012 (search engine
faster than store sales and Kelkoo estimate Jan 2012)
is estimated to exceed $57.9
billion by 2014
• The number of Brits making
online purchases is expected
to reach 32.5 million by 2014
(Verdict Research) L The United Kingdom is one of the top economies in the world with a GDP of almost $2.47 trillion
Online Payment • 74% of adults in the UK have and a growth rate of 0.9%.
Choices boradband (fixed + mobile)
• Debit Card
• PayPal (Paypal processes L 78% of potential car buyers say they will use their mobile device for both searching and purchasing
$10 million per day in mobile their car.
transactions)

Access • 55% access the Internet from
home L 17% of UK shoppers have made a purchase in response to a location-based advertisement.
• 66% of UK households with a
fixed connection use a wireless
router L 32% of shoppers purchased Valentine’s Day gifts online in 2011, a 9% increase from 2010.
• Android passed the 10 billion app
download in December 2011
• Mobile accounts for 10% of UK L 83% of UK online shoppers use search engines to research a purchase.
ecommerce

Main Product • Travel L 4pm Wednesday ‘is peak-time for workplace shopping’ with a 75% increase of shopping over other
Categories • Clothing
• Groceries workday hours.
• Consumer Electronics

The British Online Consumer


II. UK Culture and the Online Consumer

Cultural Values UK Culture and Values
Individualism: Cultures like the UK that are high on
the Individualism Value tend to value individual goals The UK shares some of the common symbols and traditions of other western cultures yet still
over group goals. Independence, individuality, and self- maintains its own unique, rich culture. At a macro-level, the UK culture can be described using five
expression are preferred values. cultural values based on the work of Hofstede (1980). Professor Geert Hofstede conducted perhaps
Power Distance: This is a belief in authority and the most comprehensive study of how values in the workplace are influenced by culture and is the
hierarchy (high power distance). Cultures that are author of several books including Culture’s Consequences (2nd fully revised edition), and Cultures and
high on power distance accept power and hierarchy in Organizations, Software of the Mind (2nd fully revised edition).
society and are low on egalitarianism. In such cultures,
less powerful citizens are accepting of unequal Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior
power distribution in society. However, the UK is not of societies and organizations that are very persistent across time. Hofstede’s research showed that
considered high on power distance. cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity,
Uncertainty Avoidance: The importance of High-Low Context and Uncertainty Avoidance can be used to categorize various national cultures
predictability, structure, and order (high uncertainty (see sidebar for definitions of these terms).
avoidance) versus a willingness for risk-taking and an
acceptance of ambiguity and limited structure (low A country’s culture is made unique by which of these five values are incorporated into daily life and
uncertainty avoidance.) People from cultures high on they emphasis it puts on each. For example, the UK rates significantly on Individualism, Masculinity,
uncertainty avoidance tend to have low tolerance for Power Distance and Uncertainty Avoidance.
uncertainty and avoid ambiguous situations. They view
both conflict and competition as threatening and value
security over adventure and risk.
Masculinity-Femininity: A belief in achievement Insights into UK Consumer Values:
and ambition (masculine) versus a belief in nurturing
and caring for others (feminine). Masculine cultures L Loyalty: A recent study showed that 72 percent of British Internet users do not like to shop around
like the UK value achievement orientation, material the web, but instead prefer to stick with 10 or less online stores they know. (www.receptional.com).
possessions and success.
High-Low Context: To communicate effectively across L Privacy and Security: Based on a report from the Office of Fair Trading (OFT), almost 79 percent
cultures the correct level of context has to be found. of online British consumers are “very concerned” about online privacy and security. Almost 3.5
This context can be labeled as high or low, on a sliding million British shun online shopping due to lack of trust and security concerns.
scale. High context societies have close connections
among group members. Everyone has a similar, intrinsic L Gender-Differences: Women, aged 25-34 spend almost 20 percent more time online than their
knowledge-base. Low context cultures are societies male counterparts (Ofcom communication market report).
that are logical, linear, action-oriented, and the sharing
of the information is explicit and formalized. Most L Mobile Devices: According to MobileWeb Metrix British Mobile, web users account for almost 67
communication takes place in a rational, verbal and percent of the entire mobile web audience of the UK.
explicit way to convey concrete meanings through
rationality and language. The UK is a combination of L Social Networking: Research shows that more than one third of British online consumers are
both, High and Low Context. big on social networking and other social computing activities, like blogs, podcasting, etc. This
participation in social networking is double the European average (Forester research).
(Hofstede, Geert. Culture’s Consequences, Comparing Values,
Behaviors, Institutions, and Organizations Across Nations
Thousand Oaks, CA: Sage Publications, 2001)
L Money: Data shows that British consumers have money to spend. Almost one quarter of them have
a household income of about €50,000 ($100,000).


II. UK Culture and the Online Consumer

UK Consumer Decision Making:

€ Familiarity: UK consumers do not shop around, but prefer to stick to 10 or less online stores
they know.

€ Payment: British consumers prefer to use credit and debit cards for online purchases. PayPal is
used less frequently. Other online payments like direct debit are not yet widely accepted. (ensor).

€ Security: UK consumers are very worried about online security and want to purchase from a site
that they feel has a good privacy policy and will keep their information secure.

€ Social Networking: Consumers are less likely to buy high-ticket items through social networking
sites. 65% say that they would only ever spend between £1 and £50 on a social networking site.

UK Consumer Segments:

Note: Market segmentation is an exercise in carefully identifying profitable and accessible consumer
segments based on socio-demographics, geographics, and psychographics. Segmentation is unique
to each company and product. (Some general insights on the UK consumer segments-based research.
Gong, Hie et Al., Fax and Xiao, McExen et al., Singh et al.).

” 15-25 Age Group: This group is 25% more likely to be online than the general online British
population and spends 24% more time online than average users. (comscore).

” 35-44 Age Group: This group represents the largest online segment within the UK with 23% of the
total online population.

” Silver Shoppers: This group is 55+ years of age and is overtaking the 35-44 age group for the
largest representation online. They are very interested in search engines. Adult and shopping
classifieds are some of the most popular categories for the silver shoppers.

” Slow Adaptors: A little more than half of British view the web as not making their life easier and
find it difficult to keep abreast with the fast changing online environment (Neilsen//NetRatings
MegaPanel UK Digital Consumer Survey).


III. The English Language

Different Words – Same Meaning English is a West Germanic language that originated in England and is spoken by more than a billion
(Adapted from Singh and Pereira) people worldwide on at least a basic level. There are several different dialects of English including
the Queen’s English, American English, Cockney slang, Newfoundland English, Canadian English, and
American English Queen’s English
American Vernacular English (Ebonics) and South American English (Wikipedia.org).
Truck Lorry

Eraser Rubber
English is written using the Latin alphabet. There
Chips Crisps are over 600,000 words in the Oxford English
Fries Chips Dictionary, and it is estimated that 25,000 new
Hood (car) Bonnet words per year are added to the English Language
Trunk (Car) Boot (Wikipedia.org).

Mudguard Fender
The English used in the UK, called either the
Trash Can Dust Bin
King’s or Queen’s English depending on the ruler
Cookie Biscuit
at the time, is different than the English used in
Biscuit Scone America. UK English and US English are set apart
Candy Sweets in terms of vocabulary equivalence, conceptual
Baked Potato Jacket Potato equivalence and idiomatic equivalence leading
Raincoat Mac (Macintosh) to some confusion and sometimes innocent
linguistic blunders. For example, the word
Glue Gum
“rubber” in the UK is thought to mean a device
Same Words – Different Spelling used to erase pen or pencil marks, whereas in the
US it is associated with condoms.
American English Queen’s English

Judgment Judgement

Curb Kerb Localization from US English to the Queen’s
License (noun) Licence English can involve software that is aware of the
Maneuver Manoeuvre
differences in language and localizes accordingly.
To truly localize from US English to UK English, a
Neighbor Neighbour
translator must be utilized in order to use specific
Organization Organisation
idiomatic and dialectical nuances that will appeal
Aging Ageing to the British population.
Pajamas Pyjamas

Skeptical Sceptical

Tire Tyre

Gray Grey
Example: Yahoo! mail has been localized with
British specific phrases like “without spending a
Draft Draught
bean” or “no need to fret” – phrases that might
not appeal to or work well with US audiences.


IV. Website Globalization

Whether you are trying to launch a multilingual website in order to expand the markets for your
products and services, or you are trying to increase your company’s global operational efficiencies by
developing multilingual extranets and intranets, Website Globalization is a requirement to make either
a reality. In order to enable your web presence to communicate, conduct and complete international
e-Business, you need to translate (globalize) your website.

Website translation is also known as “Website Globalization”. In order to truly “translate” a website
into other languages you may need both Internationalization (I18n) and Localization (L10n) services.

+

Internationalization (I18n) involves enabling the backend of a website to handle different
languages, character sets, currencies, submit form data, site search capabilities, etc… and involves
understanding what database and content management systems you are using to author, store and
publish your site’s content.

Localization (L10n) involves translating and localizing the front end of your website into different
languages ensuring all content (text and graphics) is translated in an accurate and culturally correct
manner.

The next two pages detail the steps that may be performed in a typical website globalization project.
The tables list the team members, tasks and standard quality assurance steps utilized in translating
a website.


Subject Matter Cultural Translation,
Source File Project Glossary Localization of
Training and Correctness Editing and
Review Kick-Off Development all Graphics
Research Assessment Proofreading
GO!
• Account Manager • Account Manager • Project Manager • Project Manager • Project Manager • Project Manager • Project Manager
• Project Manager • Project Manager • Lead Translators • Lead Translators • Lead Translators • Lead Translators • Lead Translators
• Localization Engineers • Lead Translators • Editors & Copy Writers • Editors & Copy Writers • Editors & Copy Writers • Editors & Copy Writers • Editors & Copy Writers
Team

• Internationalization Engineers • Localization Engineers • Desktop Publishers
• Web CMS Specialists • Internationalization Engineers • Localization Engineers
• Web Designers • Web CMS Specialists • Web Designers
• Web Developers • Web Designers
• Global SEM Specialists • Web Developers
• Global SEM Specialists
• Companies wanting to translate • A Project “Kick-Off” includes • A Globalization Services • Translation teams develop • Before the actual translation • Translation is performed • All embedded translatable
their website put together all of and confirms the following: Team (GST) will review/study and maintains client specific begins, the source web by a base translation/copy text commonly found in
the source files from their site any reference materials glossaries leveraging any content and overall site writing team, and editing/ navigation buttons, web art
(called a”Localization Kit”) for a
9 The project team provided, including source existing client glossaries design and feature set proofreading by a second and other web graphics are
globalization services provider
to analyze. 9 Project schedules files, demos and general and the latest industry- is reviewed for basic linguistic team. pulled from graphics and
• The files are prepared in order 9 Project specifications client information. specific dictionaries. cultural correctness and translated using the standard
to utilize a translation memory 9 Workflow requirements customizations that may • All translations are completed translation workflow.
tool workflow and preserve Communication • In addition, there may be be required. by human translators,
Tasks

9
any mark-up/formatting code channels client-specific training for utilizing translation • The translated text is then
in order to save time and costs translation teams related • An array of issues are memory technologies that incorporated into the
9 Review & approval
with desktop publishing the to the subject matter of reviewed ranging from the ensure an efficient and original graphic, adjusting as
language versions. opportunities
9 Review current the website. need to culturally customize consistent translation. required, to create a language
• A proposal is generated based on
graphics and adding or “localized” version of
an array of factors including word web authoring and
counts, localizable graphics, local phone numbers to the graphic.
publishing workflow.
target languages and any content comprehensive customization
management systems and of website features based on
workflows to be used. locale specific cultural values.
GPI follows a comprehensive,
customizable and fully
Assurance

documented Quality Control
Quality

Process. Each step in our
translation workflow includes
a series of checklist-based
quality audits to ensure the accuracy of the
translation and desktop publishing. Our client’s
QA and workflow processes can also be easily
Clients are given an opportunity to Clients are given an opportunity to
incorporated into our workflow. review and approve at several stages in review and approve at several stages in
the documentation translation process. the documentation translation process.
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Formatting of
Localization of Delivery Final Edits and SEO and Internet
Language QA / Testing
Multimedia to Client Archiving of Files Marketing
Documents
• Project Manager • Project Manager • Project Manager • Project Manager • Project Manager • Project Manager
• Lead Translators • Lead Translators • Lead Translators • Desktop Publishers • Lead Translators
• Editors & Copy Writers • Editors & Copy Writers • Editors & Copy Writers • Localization Engineers • Global SEM Specialists
• Desktop Publishers • Desktop Publishers • Localization Engineers
• Localization Engineers • Localization Engineers • Internationalization Engineers
• Web Designers • Web Designers • QA-Testers
• Web Developers • Web CMS Specialists
• Web Designers
• Web Developers
• Many websites have an array • Many websites incorporate various • GPI provides basic Online Localization • After the website and all components • Client provides any final comments for • GPI recommends the client plan on and
of linked documents which may multimedia components which may Quality Assurance (QA) as a standard have been localized, final draft sets of the translation and formatting. conduct some form of global internet
require localization. require localization. line item for all website projects. the source files in all target language marketing (IM) and/or search engine
versions are provided to the client. • Comments are incorporated and final marketing (SEM) in order to drive traffic
• Formatting or desktop publishing (DTP) • Multimedia must be analyzed • This QA checks the language versions websites and documents are produced. to your new language sites.
of these documents includes formatting individually for numerous items. These of your site under selected browser-OS • Client may review and approve all web
the target language documentation to items range from determining word combination for any cosmetic or content for both translation accuracy • GPI ensures the client’s Translation • This may include global search engine
match the original source documents counts in screen text, audio scripts and linguistic issues, and will help identity and design correctness. Memories and Glossaries are updated optimization of the localized web
in terms of layout, fonts, graphics, and graphics, to the analysis of the types of basic functionality issues as well. with any final linguistic changes and content, submission of pages to key
overall design. assets and how they were digitized and • Another round of QA is performed once the final project folder, including all country (locale) search engines and
included in your multimedia. • Typically all testing is client-driven and language versions of a website are in source files are securely stored for pay-per-click marketing campaigns
• Adobe PDF’s can be created and GPI’s professionals can work side by their final hosting environment future revisions if required. through services like Google AdWords
optimized for screen or print and linked • All multimedia can be localized and side with your expert users to perform or Overture.
off of the new website. tested to play in any target languages. Internationalization (I18N), Localization
(L10N) and/or Functionality Testing,
onsite or offsite.
Clients are given an opportunity to review and Clients are given an opportunity to review and
approve at several stages in the documentation approve at several stages in the documentation
translation process. translation process.
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V. UK Cultural Correctness
and Web Customization

Cultural Customization: Key Issues
The basis for cultural customization of websites is a theoretically-sound, empirically-validated
framework built on five unique cultural values that account for similarities and differences across
global cultures. Research indicates that attitude towards websites, the sites’ interactivity and
usability, as well as purchase intentions of users are enhanced when sites are congruent
with the target customers’ cultural predispositions (see “The Culturally Customized Website,”
Elsevier).

The cultural customization framework is drawn from established research and is based on five unique
values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity,
and Low-High Context (See page 4 of this report).

These five predominant cultural values can be represented in a country-to-country comparison using
the maps below:

Masculinity - Femininity vs. Uncertainty Avoidance Power Distance vs. Individualism - Collec vism
100 100 Ì UK
Individualism - Collec vism Index
Uncertainty Avoidance Index

50
Ì UK 50

Masculinity - Femininity Index Power Distance Index
0 0
0 50 100 0 50 100
Arab World Argen na Australia Austria Brazil Arab World Argen na Australia Austria Belgium
Canada Chile China Colombia Costa Rica Brazil Canada Chile China Colombia
Czech Republic Czech Republic Denmark East Africa Ecuador Colombia Costa Rica Czech Republic Denmark East Africa
El Salvador Finland France Germany Greece El Salvador Finland France Germany Guatemala
Guatemala Hong Kong Hungary India Indonesia Hungary Hong Kong India Indonesia Ireland
Iran Ireland Israel Italy Jamaica Iran Israel Italy Jamaica Japan
Japan Malaysia Mexico Netherlands New Zealand Malaysia Mexico Netherlands New Zealand Norway
Norway Pakistan Panama Peru Philippines Pakistan Panama Peru Philippines Poland
Poland Portugal Russia Singapore South Africa Portugal Russia Singapore South Africa South Korea
South Korea Spain Sweden Switzerland Taiwan Spain Sweden Switzerland Taiwan Turkey
Thailand Turkey U.S. Hispanic Market United Arab Emirates United Kingdom U.S. Hispanic Market United Arab Emirates United Kingdom United States Uruguay
United States Uruguay Venezuela West Africa Venezuela West Africa

Cultural Maps for UK

Cultural Maps adapted from: “The Culturally Customized Website: Customizing Websites for the Global Marketplace” by Nitish Singh and Arun Pereira (2005), and Hofstede, Geert.
“Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations” Thousand Oaks, CA: Sage Publications, 2001)



The Cultural Customization Scorecard
Once we have identified the country’s predominant cultural values using the cultural maps the next step in customizing a website is to evaluate it on the
relevant cultural values. This can be done in the form of The Cultural Customization Score Card. The score card is produced by analyzing the site on the
features that conform to the cultural values of interest.

The cultural values of interest for the UK are Individualism, Masculinity, and a balance of High and Low Context. (For a detailed cultural analysis of your
website, please contact mspethman@globalizationpartners.com)

The Cultural Customization Scorecard™ - China
Grading Scale:
Values Individualism Collectivism Uncertainty Power Masculinity Low High
Avoidance Distance Context Context > 90% Excellent Customization on Cultural Value
Cultural 70-89% Good Customization on Cultural Value
Scores
< 70% Poor Customization on Cultural Value

Cultural Customization (Examples)

Â Individualism: Research suggests that there are web-specific features, like personalization, that can make a site more appealing to individualistic
cultures. Some examples of websites customized for the UK are:

• At advancedmp3players.co.uk they have
a section entitled MP3 matchmaker, in
which the consumer can put in a mixture of
features and get an individualized selection
of MP3 players.

• Privacy is an important factor to the
UK online customer. Therefore, clearly
emphasizing the privacy policy on a
website may be a very good strategy.

• In both British advertising and web
communication, there’s a certain common
theme: independence, respect for privacy,
and emphasis on uniqueness. Virgin
Mobile, for example, emphasizes this
uniqueness with a service called “Crave”
and th slogan - “Everyone Wants It. You’ve
Got It”.



Â Masculinity: The UK is a culture that leans
towards masculinity. Emphasizing themes,
values and graphics that relate to this aspect,
is an important component of a website for
the UK. Emphasizing achievement, success,
product durability and effectiveness, and
adventure in the web content are ways to
depict masculinity for the British audience.

For example, the UK site of Virgin Mobile
emphasizes achievement by using words like
prominantly displaying their customer service
award and emphasizing that they are “The
only UK operator to have won best customer service award seven years running”.

Â High-Low Context: The UK is unique as it
is neither high or low context, but instead a
mixture of both; therefore, companies need to
balance imagery, aesthetic and colors with a
clear well-organized layout suitable for British
users. Some examples include:

• The UK Virgin Mobile website exhibits
low context features like a clear, to the
point communication style and a direct,
persuasive theme. These include providing
consumers reasons for choosing them or
information on how they will best take care
of the customer.

TESCO’s site is full of colorful boxes, and
its layout is very linear and organized.



Website Customization Considerations
Symbols and Icons

The United Kingdom, also known as Great Britain, was established through the merging of four constituent countries, England, Northern Ireland, Scotland
and Wales, each with their own unique culture. However, as time passed, many of the symbols and icons from the individual countries fused together to
create a unique UK culture.

For example:

L 13 is considered a very unlucky number.
L Friday is considered an unlucky day, especially
Friday the 13th.
L Black cats are considered lucky.
L It is considered good luck to touch a piece of
wood. It is not uncommon to hear one yell, “Touch Wood!” to prevent a change in luck.
L Animals: Peacock feathers are considered unlucky, possibly because the eye-shape on the feather
can be considered the evil-eye. A sparrow entering a house is considered a death omen.
L Red poppies are worn on Remembrance Day in memory of service personnel who lost their lives in
the First and Second World Wars and subsequent conflicts.
L British Monarchy: People in general are proud of the monarchy and like to celebrate this ancient
institution.

Colors

Certain colors carry specific meaning and symbolize aspects of the British culture.

€ Red: Considered to be the most masculine of colors signifying authority, government, power and visibility.
€ Black: Considered to be the color of death. It is also a very formal color – such as “black-tie” events.

Spatial Orientation:

Spatial orientation refers to how web content is
structured. According to Wendy Barber and Albert
Badre, authors of “Culturability: The Merging of
Culture and Usability” (1998), spatial orientation
has a direct effect on website usability, because
it affects visual perception. Manipulating the
orientation can change the user’s comfort level.
What is user-friendly for one country may be
vastly different for another.
Orange balances imagery with a neat, clean layout and a
logical orientation.



Text Length:

When translating a document or website, it is important to take into account how the length of the text will change after translation. There are a variety of
reasons why text expansion occurs. Equivalent phrases in a target language may have more characters or words than in English, and some cultures prefer
using a more formal style than other cultures, avoiding abbreviations, for example. Additionally, for both documents and websites both line and page breaks
may be different in the localized version than in the English version. Finally, the layout of the document or website itself may change depending on the
direction of the text. For example, Arabic is a bi-directional language and is read right-to-left, which will not only switch the layout of the text, but also the
graphics, the tool bars, the navigation bars, and the binding of the book, etc... Similarly, some languages like Chinese and Japanese can be displayed either
in left-to-right character rows or vertical character columns, and the choice influences how document elements such as graphics, figures, tables, call outs,
etc. are arranged in the final document or webpage.

There can either be text expansion or compression when a document or website is translated from English into a target language. With document
localization, there are several steps that can be taken to help preserve the integrity of the look and feel “layout” of the document. These include:

L Using a larger font in the original language, if it is expected the language will expand during translation. This will help to develop a better feel for the
final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller font
for the same reasons.
L Tables and graphics may need to be resized or changed. Some, like the vertical Chinese or Japanese layout, will require more finessing than others.


VI. Internet and Search Engine Marketing
in the UK

The key to promoting a website internationally is to create localized content and keywords, register
local domains and then promote through local search engines, online and offline branding and
promotions, and affiliate marketing.

According to an independent survey completed by Nominet, UK web addresses are the gateway to the
Internet for the majority of British searching for information and purchasing online. In the UK, Nominet
is the national registry for registering ccTLD ending in.uk and they manage over 6 million domain
It is recommended that firms plan on and conduct some names. This makes the.uk domain almost the 4th largest registry in the world after.com,.org and.de
form of global search engine marketing (SEM) in order
to drive traffic to their new language sites. (website-law.co.uk).
This may include global search engine optimization of
your localized web content, submission of pages to
key country (locale) search engines, and a pay-per-click
These are several syntax rules that need to be taken into account when registering a.uk domain with
marketing campaigns through services like Google Nominet (adapted from Baker and McKenzie, 2001):
Adwords or Overture.
For more information on Global SEM Services, see
www.globalizationpartners.com/SEM. L Two letter names are not allowed, expect ISO country codes
L Two character names are allowed, i.e. 3x.co.uk, but not aa.co.uk
L All second level names of.uk are banned from being third level names, i.e. nhs.co.uk
The Importance of.uk Sites L All top level names are banned from being third level names, i.e. net.org.uk
If a company chooses to have a.uk site in addition to L All one character domain names, such as [a-z0-9].xxx.uk are reserved for possible future sub-
its.com site it is important to not only make the UK
English site, different in terms of dialect use, but also
domain usage
localize to have original content specific to the UK
audience. This is not just a good localization policy to
address each locale uniquely, but is also necessary to
avoid penalties from search engines like Google. This In addition, second level names by Nominet have a unique purpose. For example:
is because Google tries to identify and penalize sites
that are carbon copies of one another (Sean Carlos:
www.antezeta.com/search-engines-site-localization- € .co.uk are used for commercial entities
duplicate-content.html).
€ .me.uk are used for personal sites
€ .org.uk are used for non-profit organizations
UK SEO Considerations € .net.uk are used for Internet service providers’ infrastructure
Ì Your keywords for SEO need to be
adapted for the corresponding locale, Top UK Search Engines (Spider based) in 2010 were:
in this case, the UK. This ensures that
your website employs keywords most
€ www.google.co.uk
frequently used by UK consumers.
€ search.msn.co.uk
Ì Content and metadata translation/copy
writing/research needs to be performed € www.ask.co.uk
by in-country (UK)translators. This is € uk.search.yahoo.com
essential to ensure that original content is
adapted to your targeted UK consumers.
Ì Strong website quality assurance (QA),
performed by UK, in-country translators,
will ensure that your website works
properly for targeted UK consumers. The
QA process will detect and eliminate
broken links, missing information,
and uncover any other cultural issues
diminish your website experience for UK
consumers. References available upon request.


Resources

Search Engines

ß ExciteUK ß Dogpile UK ß Mojeek Beta
www.excite.co.uk www.dogpile.co.uk www.mojeek.co.uk

ß UKIndex ß Ezilion.com ß Tell Me About (UK Directory)
www.ukindex.co.uk www.ezilon.com www.tellmeabout.co.uk

ß UKPlus ß EuroFind: European Business Directory ß UK Nation
www.ukplus.co.uk www.eurofind.biz www.uknation.co.uk

ß Altavista UK ß Aboacho ß Lifestyle.co.uk
uk.altavista.com www.abacho.co.uk www.lifestyle.co.uk

ß Yahoo UK ß ooBdoo ß Splut: Directory of UK Wesbites
uk.yahoo.com www.oobdoo.co.uk www.splut.com

ß LycosUK ß entireweb.com ß Business Link
www.lycos.co.uk www.entireweb.com www.businesslink.gov.uk

Useful Links

ß www.iabeurope.eu ß www.i-uk.com ß news.bbc.co.uk/2/hi/country_profiles

ß www.nielsen-netratings.com ß www.bis.gov.uk ß www.export.gov

ß www.startups.co.uk ß www.bbc.co.uk ß globaledge.msu.edu

ß ec.europa.eu/index_en.htm ß www.direct.gov.uk ß www.buyusa.gov

ß https://www.cia.gov/library/publications/the- ß www.countrywatch.com
world-factbook/geos/uk.html

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