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Maximise Your International Online Business (WMF, Italy)

Maximise Your International Online Business (WMF, Italy)

See how you can stand out from the crowd by auditing your assets and minding aspects such as:

- How users search on each market
- What users expect on each market
- Legal and other local aspects, etc

Bonus point: by optimising your website you're also helping the planet and giving yourself a competitive advantage.

This is the deck I used to present at WMF Italy in June 2023, and still stands today.

Montserrat Cano

March 13, 2024

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  1. 9 @MontseCano #WeMakeFuture #WeMakeFuture MAXIMISE YOUR INTERNATIONAL ONLINE BUSINESS Stand

    out from the crowd 9 @MontseCano #WeMakeFuture Montserrat-Cano.com
  2. 9 @MontseCano #WeMakeFuture #WeMakeFuture DON´T BE A PART OF AN

    INTERNATIONAL FAIL STORY Veruska Anconitano, Multilingual SEO & Localisation Consultant 9 @MontseCano #WeMakeFuture
  3. 9 @MontseCano #WeMakeFuture #WeMakeFuture Know what you have Research target

    market Use technology sensibly Keep doing it How to do it 9 @MontseCano #WeMakeFuture
  4. 9 @MontseCano #WeMakeFuture #WeMakeFuture Agenda 1. Intro 2. Context 1.

    Present situation 2. Making sense 3. What can brands do? 3. How to connect the dots 1. Project management 2. SEO 3. Sustainability 4. Laws and requirements 9 @MontseCano #WeMakeFuture
  5. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano “THERE’S NO SHORTAGE OF REMARKABLE

  6. 9 @MontseCano #WeMakeFuture #WeMakeFuture The present landscape is increasingly crowded

    & diverse • Customers • Technology • Cultural diversity 9 @MontseCano #WeMakeFuture
  7. 9 @MontseCano #WeMakeFuture #WeMakeFuture 5.16 billion internet users worldwide, 4.76

    million are social media users (January 2023) 9 @MontseCano #WeMakeFuture
  8. 9 @MontseCano #WeMakeFuture #WeMakeFuture 2 billion websites (estimated 17% active

    sites) 12-24 million ecommerce sites 9 #WeMakeFuture @MontseCano
  9. 9 @MontseCano #WeMakeFuture #WeMakeFuture • 63K estimated searches/ second (Google)

    • Average person searches 3 to 4 times a day • Adverts: internet, radio, TV, OOH, print… • 5K-10K ads a day 9 #WeMakeFuture @MontseCano
  10. 9 @MontseCano #WeMakeFuture #WeMakeFuture COGNITIVE OVERLOAD Too little time to

    process all this information 9 @MontseCano #WeMakeFuture
  11. 9 @MontseCano #WeMakeFuture #WeMakeFuture e-shoppers: 55% in 2012 vs 75%

    in 2022. They do online research before making any major purchases. https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20230228- 2 https://www.statista.com/topics/8610/digital-shopping-behavior-in- europe/#topicOverview 9 @MontseCano
  12. 9 @MontseCano #WeMakeFuture #WeMakeFuture Myth #3: Just a basic ecommerce

    website can suffice https://www.mckinsey.com/capabilities/growth-marketing-and- sales/our-insights/busting-the-five-biggest-b2b-e-commerce-myths
  13. 9 @MontseCano #WeMakeFuture #WeMakeFuture MARKETERS FACE A DIVERSE & CONFUSING

    LANDSCAPE, MOVING FAST Developments on search New technologies Possible recession Supply chain issues Cultural diversity Artificial intelligence Laws & regulations @MontseCano #WeMakeFuture
  14. 9 @MontseCano #WeMakeFuture IN OTHER WORDS, HOW TO BEST CHASE

  15. 9 @MontseCano #WeMakeFuture #WeMakeFuture TO BE BETTER PREPARED FOR ANY

    ISSUES OR RISKS IN THE FUTURE @MontseCano #WeMakeFuture
  16. 9 @MontseCano #WeMakeFuture #WeMakeFuture A PROJECT MANAGEMENT APPROACH. PUT THE

    PIECES OF THE PUZZLE TOGETHER. #WeMakeFuture @MontseCano
  17. 9 @MontseCano #WeMakeFuture 1.Establish needs + goals 2.Decide on actions

    3.Plan 4.Execute well (prioritise) 5.Measure (& recommend) 6.Implement
  18. 9 @MontseCano #WeMakeFuture #WeMakeFuture Data gathering: audit & monitor your

    website and digital assets @MontseCano #WeMakeFuture
  19. 9 @MontseCano #WeMakeFuture Not planning Not researching target market Not

    localising everything Not having a technically sound site
  20. 9 @MontseCano #WeMakeFuture Not using the appropriate URL structure Using

    a single URL for several target markets No geo- targeting at continent level!
  21. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not giving users the

    choice to select locales … or making it difficult to find
  22. 9 @MontseCano #WeMakeFuture #WeMakeFuture It´s confusing! Also, a reflection on

    how things may be internally However… Things do go wrong… https://www.cathkidston.com/en- gb/
  23. 9 @MontseCano #WeMakeFuture Google documentation to the rescue https://developers.google.com/ search/docs/specialty/internat

    ional •https://developers.google.com /search/docs/specialty/interna tional/localized-versions
  24. 9 @MontseCano #WeMakeFuture Consider updating CMS for intl SEO Localise

    content on page when CMS forces new URLs Use a TMS, VPN Your tech stack isn’t updated
  25. 9 @MontseCano #WeMakeFuture Translation = adapting a message Localisation =

    adapting an experience Transcreation = adapting an experience further
  26. 9 @MontseCano #WeMakeFuture All about context It can be tricky

    to navigate Veruska Anconitano, Multilingual SEO & Localisation Consultant
  27. 9 @MontseCano #WeMakeFuture Context can help define meaning for different

    people and in different situations. https://www.ironman.com/about-ironman-group
  28. 9 @MontseCano #WeMakeFuture Linguists and/ or native marketers can produce

    and/ or validate: • Technical aspects • Content + context • Strategy + tactics Use technology sensibly
  29. 9 @MontseCano #WeMakeFuture • Number of possible users/ searchers •

    Search volume Search term: mobile phones, Panama Search term: mobile fees, Panama Users search differently
  30. 9 @MontseCano #WeMakeFuture Digitisation: specific products vs more generic and

    brand related searches Panama France Users search differently
  31. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not localising SEO well

    Mind the grammar and vocabulary too https://www.google.es/
  32. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not localising well German

    version of Xbox UI when launched in 2022 https://www.resetera.com/threads/the-german-xbox-ui-is-a-mess-translation- wise.550900 /
  33. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not localising well Halo

    Infinite translation into Spanish & UI Left ǂ izquierda https://www.reddit.com/r/halo/comments/sfabyn/wrong_translation_for_latam_spa nish/
  34. 9 @MontseCano #WeMakeFuture Accessibility Top issues Text/ website structure Lack

    of transcript s Design & contrast Website functional ity Menus & navigation Image issues
  35. 9 @MontseCano #WeMakeFuture Accessibility tools WebAim to check EqualWeb Accessibe

    https://wavewebaim.org/ https://www.wappalyzer.com/compare/equalweb-vs-accessibe/
  36. 9 @MontseCano #WeMakeFuture Use internal search Keyword research Categorisation, synonyms

    Assess long-tail Find content gaps Segmentation, perception Source stock or find trends
  37. 9 @MontseCano #WeMakeFuture We’re not the only ones • Neurodivergent

    people • Introverts/ extroverts • Cultural habits • Various access to intel
  38. 9 @MontseCano #WeMakeFuture Collaborate with other teams • Consumer habits

    intel Get • The why behind the numbers shared internally Get • Expertise for your projects Get • The latest news/ policies Get Advantages!
  39. 9 @MontseCano #WeMakeFuture Fact: digital isn’t green. Estimations 1 search

    query = 1.45 grs of CO2 10K monthly views site = 553 kg of CO2/ year + 22 trees to absorbe it reset.org https://gerrymcgovern.com/
  40. 9 @MontseCano #WeMakeFuture • Speed load Fast • User journeys

    & designs Simpler & quicker • Hosting providers & tools Carbon neutral • Not available everywhere 4G & 5G
  41. 9 @MontseCano #WeMakeFuture • To help minimising data transfer Web

    caching • Optimise images • Remove unnecessary JS and CSS files • Use modern web fonts, not custom • Use lazy load Core web vitals • Third party scripts Minimise • Autoplay for videos Don’t use
  42. 9 @MontseCano #WeMakeFuture A lot to bear in mind! •

    Trade restrictions • Product standards • Intellectual property – distance selling laws • Accessibility • Explicit user consent • Data security requirements • Copyright and plagiarism • Content licencing and attributions • Cookie consent • Anti-spam laws
  43. 9 @MontseCano #WeMakeFuture data is kept safe at all times

    Ensure user data collection Minimis e easy for users to access info Make it legal language is fully understood Don’t assume
  44. 9 @MontseCano #WeMakeFuture How Do We Protect Your Personal Information?

    We maintain technical, physical, and administrative security measures designed to provide reasonable protection for your Personal Information against loss, misuse, unauthorized access, disclosure, and alteration. The security measures include firewalls, data encryption, physical access controls to our data centers, and information access authorization controls. While we are dedicated to securing our systems and Services, you are responsible for securing and maintaining the privacy of your password(s) and Account/profile registration information and verifying that the Personal Information we maintain about you is accurate and current. We are not responsible for protecting any Personal Information that we share with a third-party based on an account connection that you have authorized. Data security requirements example https://www.paypal.com/us/legalhub/privacy-full#9
  45. 9 @MontseCano #WeMakeFuture State who you are & the purpose

    of your site Use specific t&cs to your business State your delivery and return policies Research preferred payment methods
  46. 9 @MontseCano #WeMakeFuture #WeMakeFuture Prices and payments – make it

    easy Clearly state prices & discounts https://www.powerplanetonline.com/e s/ https://www.xandres.com/be_fr / No unfair pricing. Show customers: • Price breakdown • Payment options • Transactions are secure https://europa.eu/youreurope/citizens/consumers/shopping/pricing-payments/index_en.htm https://europa.eu/youreurope/citizens/consumers/unfair-treatment/unfair-pricing/index_en.htm
  47. 9 @MontseCano #WeMakeFuture Carefull with geo- blocking in EU https://www.eccnet.eu/consumer-rights/what-are-my-consumer-rights/shopping-rights/online-shopping-

    rights/geo-blocking “The cross-border goods & services not offered on the same terms nor the same price for all, regardless of customer location”
  48. 9 @MontseCano #WeMakeFuture project management approach Use beforehand Plan everything

    Locali se technically sound websites Make the legal aspects Mind Take aways
  49. 9 @MontseCano #WeMakeFuture In an increasingly crowded landscape, well-researched international

    SEO and digital strategies have become crucial for any business looking to connect the dots and remain competitive.
  50. 9 @MontseCano #WeMakeFuture My name is Montserrat Cano  In-house

    & consultant SEO & Digital Marketing  UK & UE search awards judge  Associate University Professor  Upcoming books on digital marketing  Contributor to the book SEO in 2023 and 2024 Please consider donating to the Red Cross if you can: https://www.icrc.org/en Montserrat-Cano.com