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BrightonSEO Multilingualism in E-commerce

BrightonSEO Multilingualism in E-commerce

BrightonSEO Multilingualism in E-commerce

Rana Quba Chamsi, PhD

September 17, 2023
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  1. Rana QUBA CHAMSI, Ph.D.
Expando.Digital
    Switzerland, Europe, MENA
    Embracing
    Multilingualism in
    E-Commerce
    Speakerdeck.com/rana_quba
    @ranaabuquba

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  2. Multilingualism in E-Commerce
    What, Why & How?

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  3. What?
    Multilingualism in E-Commerce

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  4. Optimising content on your
    website for different languages

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  5. Why?
    Multilingualism in E-Commerce

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  6. Languages most frequently used for web
    content as of January 2023, by share of
    websites
    Created with Highcharts 7.2.2
    https://www.statista.com/

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  7. Trust
    Boosting Brand Identity
    Multilingualism Why?
    Enhanced User Experience

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  8. Customer Segments
    Multilingualism Why?
    Global Market Access

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  10. View Slide

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  12. Increasing Conversions
    SEO Advantages
    Multilingualism SEO?
    Higher SERP Rankings

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  13. Competitive Advantage
    Multilingualism E-Commerce?
    Cost-Effective Growth

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  14. Site
    Users
    Before Expanding E-Commerce
    Need, Time

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  15. Un example only
    a few of you will
    know
    Know your customers!

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  17. Same Page
    Before Expanding: Budget
    New Page

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  18. How?
    Multilingualism in E-Commerce

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  19. Localisation
    50%
    Translation
    50%

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  20. Localisation
    33.3%
    Translation
    33.3%
    Technical
    33.3%

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  21. Localisation
    33.3%
    Translation
    33.3%
    Technical
    33.3%
    Localisation

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  22. website templates that are fully localized and some others that are unique in each language.
    Wix
    https://www.amperetranslations.com/

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  23. website templates that are fully localized and some others that are unique in each language.
    Wix
    https://www.amperetranslations.com/

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  24. Idioms and Jokes
    Brands
    Localisation
    Keyword Research

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  25. Meaures
    Time
    Dates
    Localisation
    Money

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  26. https://www.amperetranslations.com/
    McDonaldʹs
    Italian Christmas tradition of the Advent Calendar

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  27. https://www.amperetranslations.com/
    McDonaldʹs
    Spain’s website highlighted the FIFA World Cup Qatar 2022 where the Spanish football team took part

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  28. Payment
    Video, Scrolling
    Social Media
    Localisation
    Shipping

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  29. Address Validation
    Logistics
    VAT
    Localisation

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  30. Local Events
    Photos
    Culture, Colors
    Localisation
    Design

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  32. View Slide

  33. View Slide

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  35. View Slide

  36. View Slide

  37. Substance over Style
    Transparency
    Localisation
    Payment Methods
    Example: German Market

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  38. https://www.paymentsjournal.com/highest-
    online-shopping-return-rate/

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  39. https://www.paymentsjournal.com/highest-
    online-shopping-return-rate/

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  40. IKEA
    Amazon
    Airbnb
    TripAdvisor

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  41. Localisation
    33.3%
    Translation
    33.3%
    Technical
    33.3%
    Translation

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  42. Native Translators
    Translation
    AI

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  45. Translation
    User Generated
    Native Speakers
    Fiverr, Upwork...
    Universities & Students

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  46. Translation
    Home Page
    Category Pages
    Products
    Blogs

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  47. https://pathfinderseo.com/blog/ecom
    merce-category-page-template/

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  48. https://www.growcode.com/blog/product-page-templates/

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  49. Localisation
    33.3%
    Translation
    33.3%
    Technical
    33.3%
    Technical

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  50. Right-to-Left Languages
    Font
    Text Expansion
    Technical

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  51. https://www.weglot.com/guides/multi-language-website

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  52. Technical
    Language Switcher

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  56. Optimize Metadata and Alt text & Image
    Product Names and Description
    Regular Update Content
    Technical

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  57. Canonical Tag
    Href
    Technical: Hreflang Attributes
    Ref
    Hreflang

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  58. rel
    Technical: Hreflang Attributes
    https://www.pulno.com/blog/tutorial/seo-
    multi-language-hreflang

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  59. Canonical
    Technical: Hreflang Attributes
    https://www.pulno.com/blog/tutorial/seo-
    multi-language-hreflang

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  60. XML Site Map
    Technical: Hreflang Attributes
    Http Header
    Link elements in the head>

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  61. XML Site Map
    Technical: Hreflang Attributes
    Http Header
    Link elements in the head>

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  62. Revenue and Sales Growth
    Conversion Rate
    Customer Engagement
    Traffic from Target Market
    Measuring Success
    Localization Quality and Feedback

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  63. Conclusion &
    Last Advises
    🤫

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  64. Conclusion
    Localization, Translation, Technical
    Multilingual Keyword Research
    Local Backlinks

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  65. Advises
    🤫
    Local Influencers
    Stay Updated
    Use Tools & Plugins
    Creative
    Regular Update Content

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  66. Rana QUBA CHAMSI, Ph.D.
Expando.Digital
    Switzerland, Europe, MENA
    Speakerdeck.com/rana_quba
    @ranaabuquba
    linkedin.com/in/ranachamsi/

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