Website Globalization Promotion, Internationalization, & Localization

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Dimitris Kloussiadis & Bob Erwin

University of Georgia, SBDC International Trade Center

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University of Georgia, SBDC International Trade Center

Session 10-B:

Promotion, Internationalization, & Localization

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Website Globalization

Export-U.com is operated by the US Export Assistance Center, in Atlanta, a collaborative partnership including the SBDC International Trade Center of the University of Georgia, and the US Commercial Service. The SBDC program is funded by the University of Georgia and the U.S. Small Business Administration. SBA's funding is not an endorsement of any products, opinions, or services. All SBA funded programs are extended to the public on a nondiscriminatory basis. Image above purchased by UGA-SBDC-IT.

Session 10B: Website Globalization

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Photo: Great Wall of Chinaby Remko Tanis, on Fotopedia.

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Photo: Houses of parliament at Dusk, by Seabhcan, at commons.wikimedia.org

Most popular

search site in

China

Most popular

search site in

South Korea

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

Web Crawlers/Spiders

(

“Google-Bot”)

 Determine website ranking

 Look at keywords, link-backs, etc.



Content is King!!

 Content must be relevant to

products & industry

 Search Engine Optimization

(SEO) for the best ranking

Image: “Googlebot,” all over the web.

Google Main

Google

Spain

Picture: Matador Fancy Dress Costume for Men, Fancy Dress Code, UK.

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Consider translating your product name

CZECH SPAIN

Photo: Peterbilt, from http://www.artleo.com/download/23738/2560x1440/

camiónes nákladní auto Session 10B: Website Globalization



Country-specific domain

names

 E.g., www.yourcompany.fr

 Review regulations prior

to buying!



Benefits

 Improves your ranking from an

SEO perspective

 E.g., good if you’re targeting a

specific country, like Spain

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Photo: Eiffel Tower by Anirudh Koul, on Fotopedia.



Ideal: Separate site for each target country,

using CCTLD (Website localization: www.google.cn (China))



Also good: Subfolders for each country/

language (E.g., www.cisco.com/de)



Also an option: Sub-domains for each

country (http://france.yourcompany.com) Not as SEO friendly as other two options

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Session 10B:

Website Globalization http://www.webmaster-toolkit.com/

Photo: Spider, bysilyld, on Flicker.

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BRAZIL #1 MEXICO #10

CHINA #3 ARGENTINA #10

Photo: Photobucket.com

Web-tracking software

lets

you see

If you don’t already have web

tracking software,

get it!

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WOW! That’s quite a mouthful!!

!

Session 10B: Website Globalization

Photo:NASAGoddard/NASA's Earth Observatory/NOAA/DOD)

“The process of creating

a website, that is easy to

load and navigate, and

that facilitates localization.”

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 Creating an internationalized site requires cultural, business and technical knowledge

 Initially serves as your primary, global web site

 May be translated, but not designed for a specific target market (not Localized)

 Designed to facilitate localization while maintaining global website consistency

Photo: http://www.flickr.com/photos/slworking/8532299502/

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1. Have a SEARCH function and a site index on

top of first page

2. Make languages obvious at top of page

3. Offer “TEXT ONLY” option to eliminate graphics

and speed cruising (Many other countries charge for

amount of time connected to Internet)

4. Place critical info at top of pages to limit

scrolling down

5. Make it easy to find info with one click (Using BACK and FORWARD buttons is annoying) 6. Carefully assess colors and images

(Are they culturally neutral?)

7. Make sure graphics are necessary to market company & products

8. Offer enlargements for product photos (Put actual word ENLARGE button near photos)

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1. Google

2. Facebook

3. Cisco Systems

4. Samsung

5. Hotels.com

6. 3M

7. NIVEA

8. Booking.com

9. Philips

10. Symantec

Source: Web Globalization Report Card, www.bytelever.com

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(with specific country expertise)

 To create/ enhance website for a specific country

 Beyond just translation

 Accommodates specific aspects of culture:

 High-context vs. Low Context, Power-distance,

Individualism vs. Collectivism

 Country specific translation employed

(Spain vs. Mexico)

 Typically follows internationalization

Photo: 4665389330_baf7377e71_o.jpgwww.flickr.com, Search by imagePage by James Vaughan

Session 10B: Website Globalization Power Distance Individualism vs. Collectivism Masculinity vs. Femininity Uncertainty Avoidance Long-term Time Orientation

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Localization

best

practice!

Again,

consistency is

the key!

Session 10B: Website Globalization Image: http://www.1zoom.me/en/wallpaper/294008/z3307.1/%26original=1

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Session 10c:

International

e

Commerce

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Website Promotion, Internationalization, & Localization

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