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Digital International Business Expansion
for the Internet Retailer
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This Presentation Designedfor
Retailers Only
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Assumptions
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Country-based Business Changes
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Technical Resources
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Marketing Resources
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Different type of business?
http://outspokenmedia.com/international-seo-strategy/
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Technical Structure
Setup
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URL Structure1. Subfolder/Subfolder
Example: domain.com/ca/fr2. Subfolder/Parameter
Example: domain.com/ca/page.html?lang=fr3. ccTLD/Subfolder
Example: domain.ca/fr4. ccTLD/Parameter
Example: domain.ca/page.html?lang=fr5. Subdomain/Subfolder
Example: ca.domain.com/fr6. Subdomain/Parameter
Example: ca.domain.com/page.html?lang=fr
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URL Structure1. Subfolder/Subfolder
Example: domain.com/ca/fr2. Subfolder/Parameter
Example: domain.com/ca/page.html?lang=fr3. ccTLD/Subfolder
Example: domain.ca/fr4. ccTLD/Parameter
Example: domain.ca/page.html?lang=fr5. Subdomain/Subfolder
Example: ca.domain.com/fr6. Subdomain/Parameter
Example: ca.domain.com/page.html?lang=fr
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Geo-Targeting
AUTOMATIC
GEOTARGETccTLD
https://support.google.com/webmasters/answer/62399?hl=en&ref_topic=6002454https://www.bing.com/webmaster/help/geo-targeting-your-website-b7629197
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IP DetectionWhile IP addresses are around 90-95% accurate in regards to country location, using automatic IP based redirects are a poor user experience for travelers and can wreak havoc on your search indexation.
Best practice is to allow users to set their location or detect using IP and ask them to confirm on their first visit.
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https://support.clickmeter.com/entries/30175747-How-accurate-reliable-is-IP-GeoLocation-
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IP Detection
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Content
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Beware Duplicate Content
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Duplicate content isn’t a penalty and won’t incur a penalty from the search
engines, but having it will negatively impact content efficiency.
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There is no magic % of original
content.
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Naming Conventions
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Product Differentiation
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Keyword Usage• Amazon UK• Title: Amazon.co.uk:
Health & Personal Care• H1: Health & Personal
Care
• Amazon US• Title: Amazon.com:
Health & Household• H1: Health,
Household and Baby Care
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Not the same as translation
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Pricing Structure
Around $142.13 AssumptionsTechnical SetupContentTranslationsMarketing PlansTake Home List
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Imagery Changes
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Imagery Changes
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Translations
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1st Rule of Translation: Never Machine
Translate
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2nd Rule of Translation: Always use fluent
speakers
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3rd Rule of Translation: Try to get a native
of the country
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Setting Up Language Tagging• Google uses hreflang• https://
support.google.com/webmasters/answer/189077?hl=en
• Bing uses meta content language• http://blogs.bing.com/webmaster/2011/03/01/how-to-t
ell-bing-your-websites-country-and-language/
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Language targeting within geo-targeted sites
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X-Default
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Identify Issues in Google WMT
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Language Detection
Browser, not IP
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Marketing Plans
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And then there were links …
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Treat every country target as
a separate business.
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Each country sub-site needs:• Keyword research• Audience research• Competitive research• Influencer research
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Social by Country
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Social Content by Country
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Take Home List
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Take Home List1. Before you expand, have resources for marketing,
content, and technical. 2. Do your research in each market.3. Build the team, marketing plan, and content.4. Differentiate and target to the country.5. Translate for the user. 6. Don’t force a redirect based on IP, ask.7. Don’t force a language based on IP, use browser.
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Thanks!katemorris@gmail.co
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