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CLICK: CONNECT: SELL Making Your Website Work Harder for

International MarketsNorma Foster – 16th October 2013

@UKTI #exportonline #clickconnectsell

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People buy from people….

…. that they trust!

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Source: Matrix 42

Export Communications Review

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The International Web Opportunity

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Why internationalise?

• 70% of online search enquiries are not in English (source: Oban Multilingual)

• Customers are 4 times more likely to buy from a website in their native

language(source: IDC)

• Visitors stay twice as long if a website is in their own language (source: Forrester Research)

• 90% of European internet users visit websites in their own language (source: EU EuroBarometer)

• Up to 85% of consumers are prepared to buy cross-border, but on average only

18% do so (source: Borderless/thebluedoor)

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Are you visible on the international web?

Source: webcertain.com

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Options For An International Web Strategy

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The international web journey

Get it right in English

Localise & translateGive a global impression

Local country domains

Optimise in EnglishOptimise for other regions /

languages

UK website

in English

International website in English

Country pages

Language pages

Local country domains

Local country domains

Agent & distributor websites

Agent & distributo

r websites

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Secure the .com - or a generic Top Level Domain

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http://www.salemtube.net/global-locations

Internationalsection

12/04/23 20

http://uk.nigelwright.com

http://de.nigelwright.com

Optimising Your International Website- Starting with each and every page

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optimiseeach web

page

6

1

5

2

3

4

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Title style Tahoma Regular 30ptTitle style Tahoma Regular 30ptSubtitle Tahoma 20ptSubtitle Tahoma 20pt

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title tag &description

tag

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English or local language metatags

<title>Mathmos Astro Baby Lava lamp</title>

<meta name="description" content="Mathmos Astro Baby Lava lamp, one of the original lava lamp designs by Edward Craven Walker. Astrobaby lava lamp is made in Poole, Dorset, UK." />

<meta name="keywords" content="Astro baby, astro baby light, astro baby lamp, baby light, baby lava lamp, baby lava light, mathmos baby, 1964 lava lamp" />

<title>Mathmos Lampe à Lave Astro Baby</title>

<meta name="description" content="Deuxième modèle de la Lampe à Lave créée par Edward Craven-Walker et fabriquée à la main en Grande Bretagne depuis 1964." />

<meta name="keywords" content="Astro baby, astro baby lampe à lave, astro baby lampe, baby lampe lave, baby lampe à lave, mathmos astro baby" />

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different tagson each web

page

Business Case Studies

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Next steps

Apply for an Export Communications Review www.ukti.org.uk/ecr

Further information at www.ukti.org.uk/export

Join a Web Optimisation for International Trade workshop

Join an International eCommerce workshop

Take the first step to going international on the web today

Questions?

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Country Leader Runner up Country Leader Runner up

Argentina Google 95 Bing 4 Italy Google 87 Virgilio 5

Australia Google 87 Bing 3 Japan Yahoo Japan 56 Google 31

Brazil Google 97 Bing 2 Mexico Google 91 Bing 7

Canada Google 78 Bing 6 Netherlands Google 94 Vinden 3

Czech Republic

Seznam 45 Google 45 Poland Google 97 Other 3

China Baidu 76 Google 22 Russia Yandex 62 Google 26

Denmark Google 97 Bing 2 Saudi Arabia Google 97 Yahoo/Bing

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France Google 92 Bing 4 South Korea Naver 73 Daum 18

Germany Google 89 t-online 3 Spain Google 96 Yahoo/Bing

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India Google 95 Other 5 United Kingdom

Google 94 Bing 5

Indonesia Google 92 Yahoo 5 United States Google 72 Yahoo 14

(source: http://returnonnow.com/2012/06/search-engine-market-share-country/)

Search engine market shares around the world (percentages)

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Website optimisation in other languages

Keyword analysis

Rewrite or translate copy

Add keywords to copy

Add keywords to top 10 places

Add a language declaration

Add pages to sitemap

Geotarget (if necessary)

British English

British English

British English

British English

British English

lang=“en-gb”

English pages

To UK

Other Englishes

e.g. in American English, Australian English

e.g. in American English, Australian English

e.g. in American English, Australian English

e.g. in American English, Australian English

e.g. lang=“en-us”, lang=“en-au”

e.g. American English, Australian English pages

e.g. to USA, Australia

Other languages

e.g. in French, Spanish, Chinese

e.g. in French, Spanish, Chinese

e.g. in French, Spanish, Chinese

e.g. in French, Spanish, Chinese

e.g. lang=“fr”,lang=“es”, lang=“zh”

e.g. French, Spanish, Chinese pages

e.g. to France, Spain, China

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190+ other ranking factors

Page rank

Inbound links

Contact details

Domain authority

Page layout

Location of hosting

Duplicatecontent

Content freshness

Uniquecontent

Site structure

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International ranking factors

Local inbound

links

Contact details from

countries

Localcountry domains

Local language keywords

Location of hosting

Local language content

Geotargeting

Sitemaps including

local pages

Language tags

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What are you going to do?

.co.uk domain

.com domain

International content

Localised content

Multilingualcontent

Google Analytics

Basic SEO

MultilingualSEO

Localcountry domains

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Export Communications Review – from what to how!

• International domain strategy

• International web strategy

• Design, navigation and structure

• International/multilingual content

• International/multilingual SEO

• International e-commerce

• International social media

• Marketing materials

• Exhibition materials

• Thorough review of your website against our best practice checklist

• 2-3 hour meeting face-to-face or via Skype

• Detailed, tailored written action plan

• Up to three subsidised reviews if meet criteria

• Review is £500 + £100 VAT

• UKTI subsidy is £250… Anything to do with international

communication!

http://www.aegissafety.com/international-services

Internationalsection

global messages

http://www.hartdoors.com

pages inseveralother

languages

http://www.sevcon.com/Japanese-Language

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Your international content … ready?

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Your international web team … ready?

Webstatistics

Domainregistration

Webhosting

Naming,branding,

design

Locallanguageenquiries

Translation

Copywritingin English

E-commercebuild

Photography& videos

Web/CMSbuild

Copywritingin other

languages

MultilingualSEO