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3. Agenda
• International Marketing
• Managing Global Websites
– Web CMS
– Global Gateway
• Managing International Content
– Content Translation
• International SEO factors
– Site wide
– On-Page
– Off-Page
• Putting it Together
5. International Marketing
Blunders
Pepsi slogan US: “Pepsi Brings you back to life”
• Translated into Chinese: “Pepsi brings your
ancestors back from the grave”
Clairol introduces the “mist stick” into Germany
• No one seemed to have use for a “Manure
Stick”
Scandinavian vacuum manufacturer
• US translation “Nothing sucks like an
Electrolux”
6. International Marketing
Choosing Your Target Countries
• Population
• Internet penetration by country
• Internet buying behavior
• Current traffic sources – Analytics
7. Choosing Your Target Market
Targeting by Country vs. Language
• SEO best practice
• Budget
• Combination approach
• Start with languages and build up your country specific
localization over time with testing, research and
analytics
9. Globalization vs Localization
Global Products
• Highly Technical
• Ex: iPod, Honda Civic
Localized Products / Marketing
• Laundry Detergent, Ford Trucks, Coats, McDonald's
etc…
10. Cultural Considerations
Ethnocentrism:
• Tendency to believe one's ethnic or cultural group is centrally
important, and all other groups are measured in relation to
one's own. The ethnocentric individual will judge other groups
relative to their own particular ethnic group or culture.
12. Managing Global Websites
For most global companies, a web presence grows
organically.
Positives:
• Highly localized websites, relevant to local users
• Possible good rankings in local search engines
Negatives:
• Inconsistent branding & user experience
inefficiencies
• Power of the corporate site from an SEO
13. Want to view the full webinar
on demand?
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Notas del editor
Let’s look at how the international search market is growing and which regions and countries had a significant change.
For most global companies, a web presence has grown organically out of necessity in local markets. Local distributors or local offices built and maintain websites, search engine and social media presence to meet the needs of local customers. Corporate head quartersompanies have little to no involvement in the set up and maintenance of these local web presences. This creates positives and negatives from a Web Management, Presence and traffic generation standpoint;