10 Steps to Website Globalization (Search Engine Journal)

There are now approximately 1.8 billion users throughout the world. They are located in many countries and speak multiple languages. Many of them could be potential customers. But how do you reach them? Not only do you have to speak their language, you have to ensure your website appears where they are searching.

Website globalization can be achieved through market research, translation, localization and optimization. Following this 10 step process will help you rapidly increase site traffic from international search results.

1. Analyze your target market

Market analysis should begin by understanding the answers to the following questions: What geographic markets are you targeting? Who is your target customer? What languages do they speak? What market opportunities exist for which your company has a product or solution?

Identifying and understanding the characteristics and needs of your market segments will help you define the keywords and content you will use to connect, engage and interact with your target audience.

2. Research keywords

For each identified customer segment, you can build a list of relevant keywords using these Google’s keyword research tools:

  • Google Adwords Keyword Tool: use the advanced options to research keywords by country and language. Enter a seed keyword term and Google will provide many more suggestions as well as monthly search volumes.
  • Google Insights for Search: use this tool to research trends in keyword search demand over time in each of your target countries.
  • Google Translator: if you don’t speak the languages, and don’t have the budget for translation services, you could start by translating your English language keywords using Google Translator. Be very careful though as automated translation services are far from accurate.

3. Select the site structure

There are three ways to structure a multilingual site: 1) purchase country-specific domains and set up separate websites, 2) use subdomains for each country, or 3) use subdirectories for each country.  If your international marketing is country-specific, then your site should be structured first by location and then by language. If you plan to market to all speakers of a particular language irrespective of location, then you may only need to incorporate language translations into your site architecture. Google’s Webmaster Tools team provides some great advice in this article: How to Start a Multilingual Site.

4. Choose the content

The content you publish for your international audience should be directed by the results of your market analysis and keyword research. Much of the content will be similar to the content you provide for your English-language visitors. However, a few new content pages will most likely be required based upon specific market needs.

5. Translate the content

Professional translation services are expensive but if you are serious about marketing to an international audience, they are a necessity. If you don’t have the budget for a professional service, you can save money by using translation software. But if you do, have a native speaker edit the results to ensure the right message is being communicated. (Read the Whole Story)

What is your experience of website globalization?

Amadou M. Sall

Exports are Up — Here’s How to Get Your Share (Entrepreneur.com)



In case you missed it, earlier this year the president announced the National Export Initiative, which has a goal of doubling U.S. exports in five years. Just four months later comes the initial report on the plan, which pumped billions into new funding and support staff trained to help businesses start or expand their export efforts — especially small businesses.
Already, exports are up 17 percent. Here’s how your business can ride the export wave to increased sales:

  • Identify exportable products and services. Many small businesses don’t think they have anything that could be exported. But services are often exported — thanks to free-calling services such as Skype and the Internet, it’s not hard to do consulting with a customer abroad. And about any product you can think of — as long as it won’t explode en route and isn’t on a federal blacklist as something that could aid terrorists or the like — can be shipped abroad.
  • Pick a country. Think English-speaking and/or nearby for a start, experts say. Somewhere where you understand the culture, speak the language, or have at least visited. Start with one country, get the hang of it, and expand from there.
  • Make federal connections. Many business owners have a generally anti-government stance (especially, in my experience, the current administration). But in exporting, it’s all about letting government help you. You don’t want to just get on a plane to a foreign country and wander about, trying to talk a company into buying your goods — it’s too risky. Go to a U.S. Export Assistance Office, where staff has been increased and given additional training for small-business help, thanks to the initiative. They can connect you to U.S. Embassy workers in your target country who have pre-screened potential customers. They also run trade missions and trade conferences where you can connect with foreign buyers. The Commerce Dept. has a Gold Key program, and if you’re in food, the USDA Foreign Agricultural Service can help you.

(Read the Whole Story)

A good article, whether you are planning to get into exporting or thinking of expanding your export business.

Have a great week :-)

Amadou M. Sall

“How to Start a Multilingual Site” (Google Webmaster Central Blog)

Have you ever thought of creating one or several sites in different languages? Let’s say you want to start a travel site about backpacking in Europe, and you want to offer your content to English, German, and Spanish speakers. You’ll want to keep in mind factors like site structure, geographic as well as language targeting, and content organization.

Site structure
The first thing you’ll want to consider is if it makes sense for you to buy country-specific top-level domains (TLD) for all the countries you plan to serve. So your domains might be ilovebackpacking.co.uk, ichlieberucksackreisen.de, and irdemochilero.es.es. This option is beneficial if you want to target the countries that each TLD is associated with, a method known as geo targeting. Note that this is different from language targeting, which we will get into a little more later. Let’s say your German content is specifically for users from Germany and not as relevant for German-speaking users in Austria or Switzerland. In this case, you’d want to register a domain on the .de TLD. German users will identify your site as a local one they are more likely to trust. On the other hand, it can be pretty expensive to buy domains on the country-specific TLDs, and it’s more of a pain to update and maintain multiple domains. So if your time and resources are limited, consider buying one non-country-specific domain, which hosts all the different versions of your website. In this case, we recommend either of these two options:

  1. Put the content of every language in a different subdomain. For our example, you would have en.example.com, de.example.com, and es.example.com.
  2. Put the content of every language in a different subdirectory. This is easier to handle when updating and maintaining your site. For our example, you would have example.com/en/, example.com/de/, and example.com/es/.

(Read the Whole Story)

To be read carefully, and digested! You can also lean a lot from the Comments following the post on “Google Webmaster Central Blog”). Also remember to come back here and comment :-)

Amadou M. Sall

Happy July 4 :-)

To all our U.S. friends, The Cross-cultural Connector wishes you a truly awesome Independence Weekend :-)

Amadou M. Sall

Building a Global Brand on the Cheap

If asked to name a few of the world’s top brands, you might include names such as Coca Cola, Disney, Microsoft, Intel, or perhaps Mercedes Benz, Toyota, and BMW. These companies have been around for many years (35 in Microsoft’s case and 122 in Coca Cola’s) and have spent hundreds of millions of dollars establishing global brand recognition.

The Newcomer

Interestingly though, sitting at number 7 on Interbrand’s 2009 list of best global brands is Google, a mere baby at 12 years of age. Google’s rise has been fast and the Google brand has been built with little marketing in comparison to its peers.

What can we learn from Google’s meteoric rise? Google has shown us that global brands can be built quickly and cheaply using the power and efficiency of the Internet. Knowledge of Google’s service spread quickly mainly through word of mouth and is now used by hundreds of millions of people all over the globe on a daily basis.

Attempting to emulate Google’s success is a rather lofty goal. However, piggybacking Google’s position as the world’s number 1 search engine can be a very effective strategy for building global brand awareness.

Piggybacking Google

According to Internet World Stats and ComScore, 1.8 billion global internet users conduct an average of over 130 billion searches every month. Google is the world’s dominant search engine with approximately 70% market share. This equates to the potential of reaching up to 1.2 billion people and a total of 80 billion touch points per month. Numbers to make even the most successful marketers drool.

How can you use this to your company’s advantage? The answer lies in the ability to position your website for visibility in Google’s search engine results. Google ranks result according to relevancy, i.e. your site must provide information relevant to the keyword terms used and also be considered one of the most important results for that keyword term.

Are you relevant?

For international search results, language and location also factor into ranking. An English-language website will never rank well for a Spanish-language keyword search. Similarly, an English-language site designed for a US audience will be unlikely to feature prominently in the search engine results in the United Kingdom or Australia. In these cases, Google just won’t consider your site relevant.

Where does one start?

Many marketers turn first to content translation. This is a critical step but should not be the first. Before translating content, you should first understand your international audience. Where are they located? What are their needs? What are they searching for? What keyword terms are they using to acquire information?

Proper research, discovery and planning will identify the content you need to publish online in order to be considered relevant by search engines, and useful in the eyes of your target audience. Only once this stage has been completed does it make sense to bring in the translation experts. You wouldn’t roll out a major marketing campaign targeting a new market without first conducting in-depth research, so why would you skip this stage in your online marketing? (Read the Whole Story)

What do you say?

Have a great weekend!

Amadou M. Sall

FITA June 24 Issue is Out!

The latest issue of FITA Newsletter is out! And this is what they say about themselves:

“Dear International Traders,

For 9 years this newsletter has been bringing you descriptions of useful websites for international trade.

We are now expanding our activities and from now on will offer not only useful websites, but also 3 new services:

Useful service providers to help you sort out your overseas operations, taken from: GlobalTrade.net , our new, soon-to-be-released “Knowledge Resource” and database of qualified service providers for international trade.
Jobs from FITA’s Career Headquarters
• Events offered by our partner the U.S. Commercial Service and other related agencies.

This week in Really Useful Sites we will:
• Learn about doing business in Morocco
• Get up-to-the-minute news about trade and finance events and issues worldwide on the website of Trade Finance Magazine
• Find economic data about all EU countries on Eurostat
• Be informed about worldwide Trade Barriers
Get extra help from Global Sources to import successfully from China and India

Click to Read the Whole Issue

Learn and enjoy. Please remember “The Cross-cultural Connector” is your own community. So, give us your feedback and let’s talk about it!

Amadou M. Sall

Consumers in Brazil, Mexico Use Internet Differently

A digital divide still persists in Latin America, where 56% of metropolitan Brazilians and Mexicans are online. Understanding their differences in behavior and level of engagement is critical for marketers seeking an effective media allocation mix for Latin America.

Here are some highlights from a new Forrester Latin American Technographics survey of more than 6,000 urban consumers in the 12 largest metropolitan regions in Brazil and 10 in Mexico:

Broadband adoption is emerging but at different rates. While 45% of Brazilians — 50 million metropolitan adults — connect to the internet via broadband, Mexicans are adopting at a much slower rate of only 28%, or 16 million metropolitan consumers.

Similar to what we’ve seen in other countries, the low adoption numbers are not influenced by consumers using at-home dial-up instead of broadband. Rather, these consumers do not have home computer access in the first place.

Degree of online engagement is not similar — Brazilians are more active and social. Although online Brazilians and Mexicans are on par with the fundamentals like emailing, online Brazilians demonstrate higher levels of online engagement overall. The biggest difference is in social media. Brazilians are fanatical about social media: 63% of them regularly use social networking sites, adding up to 40 million metropolitan consumers. This is in stark contrast to Mexico, where only 22% of online metropolitan Mexicans — 7 million people — use social networking sites.

Many offline consumers find the internet mysterious. In markets where the internet is relatively new, such as Brazil and Mexico, many consumers are still trying to understand what it will add to their lives. This is reflected in the fact that 66% of offline Mexicans and 44% of offline Brazilians say they aren’t online because they just don’t know enough about the internet. Furthermore, about one-third of offline consumers in both countries say that they will never go online.

I’ve traveled extensively to Latin America over the last month, and one of the things most striking about technology adoption in the region is the ubiquity of cellphones: 75% of all metro consumers in the two countries own a mobile phone. (Read the Whole Story)

Your experience?

Amadou M. Sall

Gapminder World Map (2010)

The Gapminder World Map was produced by Gapminder in May 2010, with the latest available data (2008). The chart compares all countries and territories by income and health.

Gapminder is quite a fascinating site. You can go there and download the map as a PDF, PowerPoint (for PC), or Keynote (Mac)

Enjoy

Amadou M. Sall

Soccer – 2010 World Cup!

June 18, 2010 - 06055251 date 18 06 2010 Copyright imago Baering Public Viewing on the Holy Spirit field 18 6 2010 FIFA Football World Cup World Cup 2010 Football men World Cup National team international match DFB ger Public Viewing Fanfest Party supporters Spectators long shot Vdig 2010 horizontal Highlight premiumd.

Click Here for More Awesome 2010 World Cup Pictures!

Your comments?

Amadou M. Sall

The case for investing in Africa



Most international businesses are still not very aware of Africa’s investment opportunities. Information costs are high: Africa is fragmented into many different countries, and even in aggregate the continent is a fairly small economy. For several decades, investor ignorance did not matter: with few exceptions Africa’s economies were too badly run for there to be many opportunities for firms of integrity. But there has been a sea change—Africa is on the move. There will be ups and downs, but investors from the countries of the Organisation for Economic Co-operation and Development (OECD) who remain set in their ways may be missing a giant business opportunity if they fail to pay attention to the changes afoot.

The situation in Africa quietly began to change during the period 1995–2005. Profound macroeconomic reforms tamed inflation and opened economies to international trade. More patchily, the regulatory environment facing international business also improved. Public ratings, such as the World Bank’s Doing Business surveys, enabled African governments to benchmark their performance and began to put pressure on those that were recalcitrant. As the global commodity boom built to its 2008 crescendo, many African countries were well positioned to harness the spike in their export revenues for growth beyond the resource extraction sector itself.

That upturn in national growth rates was mirrored in the increased profitability of companies operating in Africa. Indeed, three distinct sources of data indicate that returns on investment are higher there than in other regions. One was a comprehensive study of the publicly traded companies operating in Africa for the period 2002–07, mostly in the manufacturing and services sectors. It found that these companies’ average return on capital was around two-thirds higher than that of comparable companies in China, India, Indonesia, and Vietnam. Another source, on the foreign direct investment of US companies, showed that they were getting a higher return on their African investments than on those in other regions. Finally, analysis of a series of surveys of several thousand manufacturing firms around the developing world found that, at the margin, capital investment had a higher return in Africa.1

This was the scene in the years leading up to the global crisis. Although its origins had nothing to do with the continent, the crisis did not bypass Africa. Its effect was to collapse commodity prices—for example, the price of oil initially tumbled by more than $100 a barrel. More subtly, the international appetite for risk collapsed, and since Africa is still generally viewed as the riskiest region, investors got scared; for example, international banks curtailed letters of credit to African exporters far more drastically than to those in other regions.

These effects were severe. However, with a few exceptions—inevitable in a region with so many countries—Africa weathered the economic storms well. Led by its two largest economies, South Africa and Nigeria, most countries had built prudent fiscal positions: in a remarkable break with its past, Nigeria had freed itself from debt and built up over $70 billion of foreign-exchange reserves. Further, the adverse impact of the crisis through commodity prices lasted less than a year for Africa. Globally, commodity prices rapidly bounced back and seem to have stabilized around levels markedly higher than those in the decades before the boom, underwritten by growing Asian economies and their corresponding need for commodities.

Revenues from commodity exports have been augmented not just by high prices but also by the resource discoveries that high prices have triggered. Yet the recent discoveries are merely the beginning: the scale of what is likely to happen is not widely appreciated. As I show in The Plundered Planet, Africa is the last major region on Earth that remains largely unexplored. In the long-explored countries of the OECD, the average square kilometer of territory still has beneath it around $114,000 of known subsoil assets, despite two centuries of intense extraction. In contrast, the average square kilometer of sub-Saharan Africa has a mere $23,000 of known sub-soil assets. It is highly unlikely that this massive difference is due to a corresponding difference in what is actually there. Rather, the difference in known assets is likely to indicate an offsetting difference in what is awaiting discovery.

It is reasonable to suppose that what is actually under the soil in the average square kilometer of Africa is at least as valuable as what is known still to be available in the OECD. An implication is that once these untapped resources have been discovered, Africa’s commodity exports will be around five times their present level. In turn, this has three profound implications. One is that many of the countries in which resources are discovered will be those that currently are not significant resource exporters: the economic map of Africa will change quite drastically as new opportunities open. A second is that such a radically higher level of commodity exports across the region will support correspondingly larger economies. The final implication is that in the process of getting to this much higher level, Africa will have a prolonged phase of rapid growth.

Now for the reality check. During the commodity booms of the 1970s, Africa also had a wave of resource discoveries. With a few exceptions, most notably Botswana, these opportunities were not harnessed for transformative growth. Indeed, the more common experience was an ugly and costly political contest for control of the revenues. If history repeats itself, the forthcoming much larger wave of resource discoveries in Africa will leave a legacy of scarred landscapes and scarred lives.

Yet the contrast between Nigeria’s dysfunctional management of its first oil boom of 1973–83 and its brilliant management of the second boom of 2003–08 cautions against the gloomy cynicism that until recently bedeviled investor thinking about Africa. The road to economic transformation is undoubtedly likely to be a bumpy one, but many African societies have learned both from their own histories and from the prosperity of other once-poor countries. Unlike the externally dictated structural-adjustment programs of the 1980s, the key struggles over economic policy will be internal to African societies. They will not all be won, but nor will they all be lost: some societies will decisively adopt progrowth economic strategies.

To date, Africa has lacked the spectacular regional role models of economic success that so benefited Asia. But it is now starting to get them. Even in Rwanda, a landlocked, crowded country lacking in natural resources, a leadership committed to economic transformation has been able to sustain a growth rate of 10 percent. In some of the countries with more favorable fundamentals, even faster growth rates will be sustained. Such successes will have a profound influence on the neighbors, just as occurred in Asia.

As in Asia, I doubt that there will be a close correspondence between the struggles for democracy and the struggles for economic transformation. The struggles for democracy do indeed have an important economic dimension: many African rulers have accumulated excessive personal power and abused it to sacrifice the common good of national prosperity for narrow sectional self-interest. But more recently, some African leaders, such as President Museveni of Uganda, President Kagame of Rwanda, and Prime Minister Meles of Ethiopia, have built strong credentials for a commitment to the economic transformation of their societies while being somewhat hesitant democrats. Some of Africa’s coming economic successes will be in societies that have won the struggle for accountable democratic government. But others will be in societies in which autocratic leaders have become ambitious for national goals rather than merely for power and privilege; expect some African repetitions of Malaysia’s experience. (Read the Whole Story)

Africa is on the move and “The continent is now growing much more rapidly than the OECD nations. It may well be on the cusp of a reversal of fortunes.”

Do you have any experience with Africa? Or are you going to seize the opportunity?

Amadou M. Sall