SEARCHLOVE DAN DIEGO 2013-Kate Morris

@katemorris Lost in Translation: Expanding Internationally Kate Morris

@katemorris Insert speaker photo Kate Morris Principal Consultant, Distilled [email protected]
@katemorris

@katemorris Situation 1

@katemorris Image/Graph etc.

@katemorris Image/Graph etc. $$$$

@katemorris Situation 2

@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 Click icon to add picture Less Fail, More Confusion

@katemorris Click icon to add picture Going International Requires a
Business-Specific Strategy

@katemorris Click icon to add picture 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. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience 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 Click icon to add picture 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 Click icon to add picture 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. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience Go check out the whole presentation.

@katemorris 2. Search Engines Operate by Country

@katemorris Click icon to add picture Google Operates by Country
This is Google Estonia google.ee

@katemorris Click icon to add picture Not by Language Not
Google Estonian

@katemorris Click icon to add picture They offer Google Estonia
in popular languages of that country.

@katemorris Click icon to add picture GWMT: No mention of
language

@katemorris Click icon to add picture BWMT: No mention of
language

@katemorris Click icon to add picture Trust the Data

@katemorris 3. Laws, Rules, Regulation

@katemorris Click icon to add picture Shipping

@katemorris Click icon to add picture Currency and Taxes

@katemorris Click icon to add picture 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 Consultants Support Development

@katemorris Translating only is an option!

@katemorris Click icon to add picture Language changes are a
good place to start.

@katemorris Image/Graph etc. http://www.slideshare.net/nathalienahai/mozcon-how-gender-and-cultural-differences-in-web-psychology-affect-the-customer-experience Some site content will have to
be translated anyway.

@katemorris Main Issue: Confusing Country and Language Targeting

@katemorris Click icon to add picture Remember This? Language Country

@katemorris Click icon to add picture 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 Click icon to add picture 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

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

@katemorris Thanks. Any questions? Kate Morris [email protected] @katemorris

SEARCHLOVE DAN DIEGO 2013-Kate Morris

SEARCHLOVE DAN DIEGO 2013-Kate Morris

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