International Website Optimisation - Brighton Digital Festival 2014
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The document discusses optimizing websites for international trade. It notes that with billions of internet users worldwide from many different countries, websites have an opportunity to reach a global audience. However, websites need to be visible internationally, attract foreign visitors, and convert them to sales. The document provides tips on how to internationalize a website, such as having pages in other languages and optimizing for searches in other countries.
International Website Optimisation - Brighton Digital Festival 2014
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- 2. Brighton Digital Festival Website Optimisation for International Trade Sarah Carroll 25 September 2014 @growglobal @ukti_londonse @brightondigital #exportonline #bdf14 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 2
- 3. Objectives Make your website visible internationally Attract more international website visitors Convert international visitors into sales Increase global revenue 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 3
- 4. The International Web Opportunity 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 4
- 5. Billions of people in the world 5 billion = 1987 6 billion = 1999 7 billion = 2012 8 billion = 2026 9 billion = 2042 Source: US Census Bureau - http://www.census.gov/population/international/data/worldpop/table_population.php (projected figures) 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 5
- 6. From many different countries Argentina Australia Austria Belgium Brazil Canada China France Germany India Indonesia Italy Japan Mexico Netherlands Norway Poland Russia Saudi Arabia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey United Arab Emirates United Kingdom USA 7 billion people in the world Source: Top countries by GDP (Wikipedia, IMF) 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 6
- 7. The world is on the web Internet users in the world by region 48 OCEANIA 10 AFRICA 22 19 1 Asia Americas Europe Africa Oceania 1.3 billion internet users in Asia EUROPE AMERICAS Source: Internet Live Stats www.internetlivestats.com/internet-users/#byregion Estimated internet users are 2,925,249,355 by 1 July 2014 ASIA 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 7
- 8. in many different countries List of Top 10 countries by internet usage July 2014 estimate Rank Country Internet users (millions) 1 China 642 2 United States 280 3 India 243 4 Japan 109 5 Brazil 108 6 Russia 84 7 Germany 72 8 Nigeria 67 9 United Kingdom 57 10 France 55 Source: www.internetlivestats.com/internet-users/#byregion 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 8
- 9. Its not just in English Top 10 languages of internet users 39 99 83 75 65 60 60 165 510 565 Chinese internet users to overtake English language users by 2015 0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 ENGLISH CHINESE SPANISH JAPANESE PORTUGUESE GERMAN ARABIC FRENCH RUSSIAN KOREAN Millions of Users Source: Internet World Stats www.internetworldstats.com/stats7.htm Estimated Total internet users are 2,099,926,965 on 31 May 2011 Copyright 息 2000-2012 Miniwatts Marketing Group 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 9
- 10. Why internationalise? 70% of online search enquiries are not in English (source: Oban Multilingual) Customers are four times more likely to buy from a website in their own language (source: IDC) Visitors stay twice as long if a website is in their own language (source: Forrester Research) 90% of European internet users visit websites in their own language (source: EU EuroBarometer) Web-savvy SMEs brought in twice as much revenue through exports than those using internet sparingly (source: McKinsey SME survey) Cross-border online trade will increase sevenfold by 2020 (source: OC&C & Google) 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 10
- 11. Are You Visible On The International Web? 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 11
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- 14. Search is global Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages (source: www.google.com) 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 14
- 15. Take the opportunity Dont just focus on 1 country and 1 language. Adapt your website and optimise it for international trade (source: www.growglobal.com) 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 15
- 16. Options For An International Web Strategy 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 16
- 17. The international web journey Get it right in English Give a global impression Translate & localise Distributor & stockists website Local country domains International website in English Language pages on Country pages on .com Local country domains Online marketplace Agent & distributor websites .com Country pages on .com Local country domains Social media Optimise in English Optimise for other languages & countries UK website in English 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 17
- 20. 20 one country-specific page
- 21. 21 one language-specific page
- 22. local country domains: France 22
- 23. local country domains: Germany 23
- 24. 24 local country domains: UK
- 25. 25 local country domains: Ireland
- 26. 26 local country domains: Germany
- 27. The international web journey Get it right in English Give a global impression Translate & localise Distributor & stockists website Local country domains International website in English Language pages on Country pages on .com Local country domains Online marketplace Agent & distributor websites .com Country pages on .com Local country domains Social media Optimise in English Optimise for other languages & countries UK website in English 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 27
- 28. Top international online marketplaces 息 2014 Grow Global Limited www.growglobal.com Sarah Carroll 28
- 29. 29 Top international social networking sites 息 Grow Global Limited www.growglobal.com Sarah Carroll
- 30. Next steps Contact Sarah on 07711 132179 or sarah.carroll@growglobal.com Apply for an Export Communications Review at www.gov.uk/export-communications-review Join a UKTI Web Optimisation for International Trade or UKTI E-commerce for International Trade Masterclass at www.growglobal.com/events Join the new UKTI Passport to Export for E-Commerce programme www.gov.uk/ukti Take the first step to going international on the web today 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 30
- 31. Questions? 息 Licensed for use for UKTI ECR Masterclasses by Grow Global Limited www.growglobal.com Sarah Carroll 31
Editor's Notes
- #12: Pick a volunteer from the audience and see if their website is visible in the UK and their target market search on company name and key product / service. Sarah to mention that although you wouldnt normally change country & language in Google, this is what Google does behind the scenes
- #21: Mention that English is the business language in India