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.

Transcript

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 IDEAS. WHAT’S MISSING IS THE WILL TO EXECUTE THEM.” SETH GODIN #WeMakeFuture
6. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano However, what ideas do we need to implement? #WeMakeFuture
7. 9 @MontseCano #WeMakeFuture #WeMakeFuture …while we make sense of any new developments? @MontseCano #WeMakeFuture
8. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano Connecting the dots: Business needs & Brand’s message & audiences #WeMakeFuture
9. 9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT DOES THE FUTURE HOLD? @MontseCano #WeMakeFuture
10. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano We need to make a future #WeMakeFuture
11. 9 @MontseCano #WeMakeFuture #WeMakeFuture by embracing the future @MontseCano #WeMakeFuture
12. 9 @MontseCano #WeMakeFuture #WeMakeFuture #WeMakeFuture @MontseCano by also looking at present
13. 9 @MontseCano #WeMakeFuture #WeMakeFuture CONTEXT
14. 9 @MontseCano #WeMakeFuture #WeMakeFuture The present landscape is increasingly crowded & diverse • Customers • Technology • Cultural diversity 9 @MontseCano #WeMakeFuture
15. 9 @MontseCano #WeMakeFuture #WeMakeFuture 7.8 BILLION PEOPLE 9 #WeMakeFuture @MontseCano
16. 9 @MontseCano #WeMakeFuture #WeMakeFuture 5.16 billion internet users worldwide, 4.76 million are social media users (January 2023) 9 @MontseCano #WeMakeFuture
17. 9 @MontseCano #WeMakeFuture #WeMakeFuture 2 billion websites (estimated 17% active sites) 12-24 million ecommerce sites 9 #WeMakeFuture @MontseCano
18. 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
19. 9 @MontseCano #WeMakeFuture #WeMakeFuture COGNITIVE OVERLOAD Too little time to process all this information 9 @MontseCano #WeMakeFuture
20. 9 @MontseCano #WeMakeFuture #WeMakeFuture IT HAPPENS EVERYWHERE: B2C, B2B, D2C, B2B2C
21. 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
22. 9 @MontseCano #WeMakeFuture #WeMakeFuture E-commerce as % of total retail sales set to grow
23. 9 @MontseCano #WeMakeFuture #WeMakeFuture Users buy cross- border (revenue) https://www.statista.com/forecasts/1297130/revenue-share-cross-border-e- commerce-global
24. 9 @MontseCano #WeMakeFuture #WeMakeFuture ECOMMERCE IN LATIN AMERICA IS FLOURISHING 9 @MontseCano #WeMakeFuture
25. 9 @MontseCano #WeMakeFuture #WeMakeFuture B2B https://www.wundermanthompson.com/insight/the-b2b-future-shopper-2023 9 @MontseCano #WeMakeFuture
26. 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
27. 9 @MontseCano #WeMakeFuture #WeMakeFuture MAKING SENSE
28. 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
29. 9 @MontseCano #WeMakeFuture #WeMakeFuture 9 @MontseCano #WeMakeFuture
30. 9 @MontseCano #WeMakeFuture #WeMakeFuture ALSO,SHINY OBJECTS EVERYWHERE
31. 9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT CAN BRANDS DO?
32. 9 @MontseCano #WeMakeFuture #WeMakeFuture DIFFERENTIATE TO STAND OUT 9 @MontseCano #WeMakeFuture
33. 9 @MontseCano #WeMakeFuture #WeMakeFuture START BY LOOKING INTO THE BASICS 9 @MontseCano #WeMakeFuture
34. 9 @MontseCano #WeMakeFuture #WeMakeFuture TEST SOMETHING NEW TO HELP CONNECT THE DOTS 9 @MontseCano #WeMakeFuture
35. 9 @MontseCano #WeMakeFuture #WeMakeFuture Have your piece of the international cake
36. 9 @MontseCano #WeMakeFuture Or Italian cannoli
37. 9 @MontseCano #WeMakeFuture #WeMakeFuture HOW TO CONNECT THE DOTS?
38. 9 @MontseCano #WeMakeFuture IN OTHER WORDS, HOW TO BEST CHASE THOSE OPPORTUNITIES? IN OTHER WORDS, HOW TO BEST CHASE OPPORTUNITIES?
39. 9 @MontseCano #WeMakeFuture #WeMakeFuture Shikata ga nai
40. 9 @MontseCano #WeMakeFuture #WeMakeFuture Focus on what you can do
41. 9 @MontseCano #WeMakeFuture #WeMakeFuture TO BE BETTER PREPARED FOR ANY ISSUES OR RISKS IN THE FUTURE @MontseCano #WeMakeFuture
42. 9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT DOES THE FUTURE HOLD? 9 @MontseCano #WeMakeFuture
43. 9 @MontseCano #WeMakeFuture DO ONLY WHAT´S IN YOUR HANDS @MontseCano #WeMakeFuture
44. 9 @MontseCano #WeMakeFuture 1. Clear goals & plans
45. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture 2. Don’t neglect your website nor SEO
46. 9 @MontseCano #WeMakeFuture 3. Collaborate
47. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture 4. Mind the cultural diversity
48. 9 @MontseCano #WeMakeFuture #WeMakeFuture Bonus point #WeMakeFuture @MontseCano Sustainabili ty
49. 9 @MontseCano #WeMakeFuture #WeMakeFuture HOW TO START
50. 9 @MontseCano #WeMakeFuture #WeMakeFuture A PROJECT MANAGEMENT APPROACH. PUT THE PIECES OF THE PUZZLE TOGETHER. #WeMakeFuture @MontseCano
51. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture What ideas to implement? Identify your business needs first
52. 9 @MontseCano #WeMakeFuture 1.Establish needs + goals 2.Decide on actions 3.Plan 4.Execute well (prioritise) 5.Measure (& recommend) 6.Implement
53. 9 @MontseCano #WeMakeFuture #WeMakeFuture Data gathering: audit & monitor your website and digital assets @MontseCano #WeMakeFuture
54. 9 @MontseCano #WeMakeFuture #WeMakeFuture See if international markets are within your business vision @MontseCano #WeMakeFuture
55. 9 @MontseCano #WeMakeFuture #WeMakeFuture YOUR WEBSITE IS IN YOUR HANDS
56. 9 @MontseCano #WeMakeFuture https://www.linkedin.com/pulse/how-seo-actually-increases-your-sales-andrew- holland-/?trackingId=NgjqgjWxS3ajK9N2WOuybw%3D%3D
57. 9 @MontseCano #WeMakeFuture
58. 9 @MontseCano #WeMakeFuture
59. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture SOME PITFALLS TO AVOID
60. 9 @MontseCano #WeMakeFuture Not planning Not researching target market Not localising everything Not having a technically sound site
61. 9 @MontseCano #WeMakeFuture Technical & on-page SEO Content & content format Off page UX/ CRO
62. 9 @MontseCano #WeMakeFuture Not using the appropriate URL structure Using a single URL for several target markets No geo- targeting at continent level!
63. 9 @MontseCano #WeMakeFuture #WeMakeFuture
64. 9 @MontseCano #WeMakeFuture #WeMakeFuture https://www.bershka.c om https://www.zendesk.es/#georedir ect https://www.bershka.com/ es Using IP redirectio ns
65. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not giving users the choice to select locales … or making it difficult to find
66. 9 @MontseCano #WeMakeFuture
67. 9 @MontseCano #WeMakeFuture Bad hreflang implementation Some frequent scenarios Bad planning Bad syntax Wrong/ irrelevant codes
68. 9 @MontseCano #WeMakeFuture Bad hreflang implementation Plan! Who do you need to target? Do you need hreflang?
69. 9 @MontseCano #WeMakeFuture Not localising price or customer service https://www.nh- hotels.com/ Spanish customer service!
70. 9 @MontseCano #WeMakeFuture Doing well… Not localising price or customer service
71. 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/
72. 9 @MontseCano #WeMakeFuture Not getting local ranking signals Google Business profile ePR to help you with backlinks
73. 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
74. 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
75. 9 @MontseCano #WeMakeFuture There’s no need to “peacefully burn routers” against AI
76. 9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture LACK OF LOCALISATION
77. 9 @MontseCano #WeMakeFuture Translation = adapting a message Localisation = adapting an experience Transcreation = adapting an experience further
78. 9 @MontseCano #WeMakeFuture All about context It can be tricky to navigate Veruska Anconitano, Multilingual SEO & Localisation Consultant
79. 9 @MontseCano #WeMakeFuture Context can help define meaning for different people and in different situations. https://www.ironman.com/about-ironman-group
80. 9 @MontseCano #WeMakeFuture Linguists and/ or native marketers can produce and/ or validate: • Technical aspects • Content + context • Strategy + tactics Use technology sensibly
81. 9 @MontseCano #WeMakeFuture • Number of possible users/ searchers • Search volume Search term: mobile phones, Panama Search term: mobile fees, Panama Users search differently
82. 9 @MontseCano #WeMakeFuture Digitisation: specific products vs more generic and brand related searches Panama France Users search differently
83. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Even within a market! Users search differently
84. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not localising SEO well Mind the grammar and vocabulary too https://www.google.es/
85. 9 @MontseCano #WeMakeFuture It can also be a question of online reputation
86. 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 /
87. 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/
88. 9 @MontseCano #WeMakeFuture Accessibility Top issues Text/ website structure Lack of transcript s Design & contrast Website functional ity Menus & navigation Image issues
89. 9 @MontseCano #WeMakeFuture Mostly, great contrast here. But…
90. 9 @MontseCano #WeMakeFuture
91. 9 @MontseCano #WeMakeFuture Accessibility tools WebAim to check EqualWeb Accessibe https://wavewebaim.org/ https://www.wappalyzer.com/compare/equalweb-vs-accessibe/
92. 9 @MontseCano #WeMakeFuture BONUS TIPS
93. 9 @MontseCano #WeMakeFuture Use internal search Keyword research Categorisation, synonyms Assess long-tail Find content gaps Segmentation, perception Source stock or find trends
94. 9 @MontseCano #WeMakeFuture https://www.xandres.com/be_en/ https://www.xandres.com/be_f r/ https://www.xandres.com/be_f r/ blue summer dress blue summer blue summer dress
95. 9 @MontseCano #WeMakeFuture Collaborate with other teams COLLABORATION
96. 9 @MontseCano #WeMakeFuture We’re not the only ones • Neurodivergent people • Introverts/ extroverts • Cultural habits • Various access to intel
97. 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!
98. 9 @MontseCano #WeMakeFuture #WeMakeFuture YOU’RE MAKING IT SUSTAINABLE ALREADY
99. 9 @MontseCano #WeMakeFuture IT’S BOTH ABOUT REVENUE & THE PLANET MAKE EVERYTHING EASY FOR USERS
100. 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/
101. 9 @MontseCano #WeMakeFuture https://www.climatiq.io/blog/measure-greenhouse-gas-emissions-carbon-data-centres-cloud- computing#:~:text=Global%20emissions%20from%20cloud%20computing,that%20fuel%20our%20global%20economy. 2.5% to 3.7% of all greenhouse emissions Cost of moving data
102. 9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Keep making a technically sound website
103. 9 @MontseCano #WeMakeFuture • Speed load Fast • User journeys & designs Simpler & quicker • Hosting providers & tools Carbon neutral • Not available everywhere 4G & 5G
104. 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
105. 9 @MontseCano #WeMakeFuture Calculate your carbon footprint www.websitecarbon.com
106. 9 @MontseCano #WeMakeFuture #WeMakeFuture LAWS AND REGULATIONS (& REPUTATION) 9 @MontseCano #WeMakeFuture
107. 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
108. 9 @MontseCano #WeMakeFuture https://codemantra.com/website-accessibility-lawsuit-filings-in-2022-set-a-new-record/ Brands can be taken to court, eg, Netflix Accessibility claims on the rise
109. 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
110. 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
111. 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
112. 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
113. 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”
114. 9 @MontseCano #WeMakeFuture project management approach Use beforehand Plan everything Locali se technically sound websites Make the legal aspects Mind Take aways
115. 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.
116. 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
117. 9 @MontseCano #WeMakeFuture ANY QUESTIONS? ANY QUESTIONS?
118. @MontseCano 9 #WeMakeFuture @MontseCano GRAZIE! ¡GRACIAS! OBRIGADO! THANKS! ARIGATO! MERCI! @MontseCano #WeMakeFuture Montserrat-Cano.com