International SEOHow to Establish a Global Web Presence

With a Localized Feel

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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

POLL

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”

International MarketingChoosing Your Target Countries

• Population• Internet penetration by country• Internet buying behavior• Current traffic sources – Analytics

Choosing Your Target MarketTargeting 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

B2B Global: More General

B2C Localization:Highly Custom

B2B vs B2C

High Cost

Economies of Scale/ Lower Cost

Globalization vs Localization

Global Products• Highly Technical • Ex: iPod, Honda Civic

Localized Products / Marketing• Laundry Detergent, Ford Trucks, Coats, McDonald's

etc…

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.

MANAGING GLOBAL WEBSITES

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

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