Maximise Your International Online Business (WMF, Italy)

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9 @MontseCano #WeMakeFuture #WeMakeFuture MAXIMISE YOUR INTERNATIONAL ONLINE BUSINESS Stand out from the crowd 9 @MontseCano #WeMakeFuture Montserrat-Cano.com

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9 @MontseCano #WeMakeFuture #WeMakeFuture DON´T BE A PART OF AN INTERNATIONAL FAIL STORY Veruska Anconitano, Multilingual SEO & Localisation Consultant 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture Know what you have Research target market Use technology sensibly Keep doing it How to do it 9 @MontseCano #WeMakeFuture

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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

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano “THERE’S NO SHORTAGE OF REMARKABLE IDEAS. WHAT’S MISSING IS THE WILL TO EXECUTE THEM.” SETH GODIN #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano However, what ideas do we need to implement? #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture …while we make sense of any new developments? @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano Connecting the dots: Business needs & Brand’s message & audiences #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT DOES THE FUTURE HOLD? @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano We need to make a future #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture by embracing the future @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture #WeMakeFuture @MontseCano by also looking at present

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9 @MontseCano #WeMakeFuture #WeMakeFuture CONTEXT

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9 @MontseCano #WeMakeFuture #WeMakeFuture The present landscape is increasingly crowded & diverse • Customers • Technology • Cultural diversity 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture 7.8 BILLION PEOPLE 9 #WeMakeFuture @MontseCano

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9 @MontseCano #WeMakeFuture #WeMakeFuture 5.16 billion internet users worldwide, 4.76 million are social media users (January 2023) 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture 2 billion websites (estimated 17% active sites) 12-24 million ecommerce sites 9 #WeMakeFuture @MontseCano

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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

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9 @MontseCano #WeMakeFuture #WeMakeFuture COGNITIVE OVERLOAD Too little time to process all this information 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture IT HAPPENS EVERYWHERE: B2C, B2B, D2C, B2B2C

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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

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9 @MontseCano #WeMakeFuture #WeMakeFuture E-commerce as % of total retail sales set to grow

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9 @MontseCano #WeMakeFuture #WeMakeFuture Users buy cross- border (revenue) https://www.statista.com/forecasts/1297130/revenue-share-cross-border-e- commerce-global

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9 @MontseCano #WeMakeFuture #WeMakeFuture ECOMMERCE IN LATIN AMERICA IS FLOURISHING 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture B2B https://www.wundermanthompson.com/insight/the-b2b-future-shopper-2023 9 @MontseCano #WeMakeFuture

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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

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9 @MontseCano #WeMakeFuture #WeMakeFuture MAKING SENSE

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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

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9 @MontseCano #WeMakeFuture #WeMakeFuture 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture ALSO,SHINY OBJECTS EVERYWHERE

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9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT CAN BRANDS DO?

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9 @MontseCano #WeMakeFuture #WeMakeFuture DIFFERENTIATE TO STAND OUT 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture START BY LOOKING INTO THE BASICS 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture TEST SOMETHING NEW TO HELP CONNECT THE DOTS 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture Have your piece of the international cake

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9 @MontseCano #WeMakeFuture Or Italian cannoli

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9 @MontseCano #WeMakeFuture #WeMakeFuture HOW TO CONNECT THE DOTS?

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9 @MontseCano #WeMakeFuture IN OTHER WORDS, HOW TO BEST CHASE THOSE OPPORTUNITIES? IN OTHER WORDS, HOW TO BEST CHASE OPPORTUNITIES?

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9 @MontseCano #WeMakeFuture #WeMakeFuture Shikata ga nai

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9 @MontseCano #WeMakeFuture #WeMakeFuture Focus on what you can do

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9 @MontseCano #WeMakeFuture #WeMakeFuture TO BE BETTER PREPARED FOR ANY ISSUES OR RISKS IN THE FUTURE @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture WHAT DOES THE FUTURE HOLD? 9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture DO ONLY WHAT´S IN YOUR HANDS @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture 1. Clear goals & plans

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture 2. Don’t neglect your website nor SEO

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9 @MontseCano #WeMakeFuture 3. Collaborate

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture 4. Mind the cultural diversity

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9 @MontseCano #WeMakeFuture #WeMakeFuture Bonus point #WeMakeFuture @MontseCano Sustainabili ty

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9 @MontseCano #WeMakeFuture #WeMakeFuture HOW TO START

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9 @MontseCano #WeMakeFuture #WeMakeFuture A PROJECT MANAGEMENT APPROACH. PUT THE PIECES OF THE PUZZLE TOGETHER. #WeMakeFuture @MontseCano

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture What ideas to implement? Identify your business needs first

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9 @MontseCano #WeMakeFuture 1.Establish needs + goals 2.Decide on actions 3.Plan 4.Execute well (prioritise) 5.Measure (& recommend) 6.Implement

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9 @MontseCano #WeMakeFuture #WeMakeFuture Data gathering: audit & monitor your website and digital assets @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture See if international markets are within your business vision @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture YOUR WEBSITE IS IN YOUR HANDS

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9 @MontseCano #WeMakeFuture https://www.linkedin.com/pulse/how-seo-actually-increases-your-sales-andrew- holland-/?trackingId=NgjqgjWxS3ajK9N2WOuybw%3D%3D

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9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture SOME PITFALLS TO AVOID

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9 @MontseCano #WeMakeFuture Not planning Not researching target market Not localising everything Not having a technically sound site

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9 @MontseCano #WeMakeFuture Technical & on-page SEO Content & content format Off page UX/ CRO

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9 @MontseCano #WeMakeFuture Not using the appropriate URL structure Using a single URL for several target markets No geo- targeting at continent level!

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9 @MontseCano #WeMakeFuture #WeMakeFuture

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9 @MontseCano #WeMakeFuture #WeMakeFuture https://www.bershka.c om https://www.zendesk.es/#georedir ect https://www.bershka.com/ es Using IP redirectio ns

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9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Not giving users the choice to select locales … or making it difficult to find

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9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture Bad hreflang implementation Some frequent scenarios Bad planning Bad syntax Wrong/ irrelevant codes

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9 @MontseCano #WeMakeFuture Bad hreflang implementation Plan! Who do you need to target? Do you need hreflang?

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9 @MontseCano #WeMakeFuture Not localising price or customer service https://www.nh- hotels.com/ Spanish customer service!

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9 @MontseCano #WeMakeFuture Doing well… Not localising price or customer service

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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/

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9 @MontseCano #WeMakeFuture Not getting local ranking signals Google Business profile ePR to help you with backlinks

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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

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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

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9 @MontseCano #WeMakeFuture There’s no need to “peacefully burn routers” against AI

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9 @MontseCano #WeMakeFuture #WeMakeFuture @MontseCano #WeMakeFuture LACK OF LOCALISATION

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9 @MontseCano #WeMakeFuture Translation = adapting a message Localisation = adapting an experience Transcreation = adapting an experience further

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9 @MontseCano #WeMakeFuture All about context It can be tricky to navigate Veruska Anconitano, Multilingual SEO & Localisation Consultant

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9 @MontseCano #WeMakeFuture Context can help define meaning for different people and in different situations. https://www.ironman.com/about-ironman-group

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9 @MontseCano #WeMakeFuture Linguists and/ or native marketers can produce and/ or validate: • Technical aspects • Content + context • Strategy + tactics Use technology sensibly

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9 @MontseCano #WeMakeFuture • Number of possible users/ searchers • Search volume Search term: mobile phones, Panama Search term: mobile fees, Panama Users search differently

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9 @MontseCano #WeMakeFuture Digitisation: specific products vs more generic and brand related searches Panama France Users search differently

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9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Even within a market! Users search differently

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

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9 @MontseCano #WeMakeFuture It can also be a question of online reputation

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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 /

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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/

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9 @MontseCano #WeMakeFuture Accessibility Top issues Text/ website structure Lack of transcript s Design & contrast Website functional ity Menus & navigation Image issues

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9 @MontseCano #WeMakeFuture Mostly, great contrast here. But…

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9 @MontseCano #WeMakeFuture

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9 @MontseCano #WeMakeFuture Accessibility tools WebAim to check EqualWeb Accessibe https://wavewebaim.org/ https://www.wappalyzer.com/compare/equalweb-vs-accessibe/

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9 @MontseCano #WeMakeFuture BONUS TIPS

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9 @MontseCano #WeMakeFuture Use internal search Keyword research Categorisation, synonyms Assess long-tail Find content gaps Segmentation, perception Source stock or find trends

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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

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9 @MontseCano #WeMakeFuture Collaborate with other teams COLLABORATION

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9 @MontseCano #WeMakeFuture We’re not the only ones • Neurodivergent people • Introverts/ extroverts • Cultural habits • Various access to intel

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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!

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9 @MontseCano #WeMakeFuture #WeMakeFuture YOU’RE MAKING IT SUSTAINABLE ALREADY

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9 @MontseCano #WeMakeFuture IT’S BOTH ABOUT REVENUE & THE PLANET MAKE EVERYTHING EASY FOR USERS

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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/

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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

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9 @MontseCano #WeMakeFuture 9 @MontseCano #WeMakeFuture Keep making a technically sound website

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9 @MontseCano #WeMakeFuture • Speed load Fast • User journeys & designs Simpler & quicker • Hosting providers & tools Carbon neutral • Not available everywhere 4G & 5G

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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

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9 @MontseCano #WeMakeFuture Calculate your carbon footprint www.websitecarbon.com

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9 @MontseCano #WeMakeFuture #WeMakeFuture LAWS AND REGULATIONS (& REPUTATION) 9 @MontseCano #WeMakeFuture

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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

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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

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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

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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

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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

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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

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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”

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9 @MontseCano #WeMakeFuture project management approach Use beforehand Plan everything Locali se technically sound websites Make the legal aspects Mind Take aways

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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.

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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

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9 @MontseCano #WeMakeFuture ANY QUESTIONS? ANY QUESTIONS?

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@MontseCano 9 #WeMakeFuture @MontseCano GRAZIE! ¡GRACIAS! OBRIGADO! THANKS! ARIGATO! MERCI! @MontseCano #WeMakeFuture Montserrat-Cano.com