This week in international marketing: Product and Service Localization | International SEO Challenges | Translation & Localization | Top Search Engines

by Julia Litvin

1. Product and Service Localization for Web Companies 

Many online businesses are refocusing their efforts on adapting their value propositions to reach new markets. China comes out on top in many cases: 710 million Internet users, 656 million mobile web users, 63% e-commerce penetration… it’s no wonder so many business leaders view it as an El Dorado for web companies. But as businesses including eBay, Facebook, Google and Groupon can attest, this El Dorado can often turn out to be a minefield. So, which is it?

Many businesses underestimate what is involved in localizing a product or service. Localization is a challenge that extends beyond sales/marketing functions; it also involves questioning how your business should refigure its offerings to achieve a new product/market fit. It’s your “back to school” moment, your chance to embrace a start-up mentality. There are many factors that have a stake in determining your success: technical barriers, regulations, behavioral changes, economic contexts, social norms, etc. A well-crafted marketing campaign won’t cut it. With that said, what are the key mistakes that tend to hold back progress?

Source: Product and Service Localization for Web Companies

2. Common International SEO Challenges & How to Prevent Them

Search engine optimization (SEO) is complex enough when implemented in a single language, but entering foreign markets and doing international SEO adds further challenges that can make the pursuit prone to missteps.

In recent webinar of a Best of SEJ Summit international SEO experts Bill and Motoko Hunt discussed how international SEO disasters can be prevented by identifying the common challenges practitioners often encounter.

Watch the video recap of the webinar presentation and Q&A below.

Source: Common International SEO Challenges & How to Prevent Them

3. The Difference Between Translation and Localization — and Why You Need Both 

If your company is expanding into new global markets, it’s mission-critical to make your website available in your new customers’ preferred languages.

Traditional website translation will certainly generate interest among these customers—but to create genuine connections that lead to conversions, you’ll need localization, too.

Most folks use the terms translation and localization interchangeably, but there’s an important difference between the two. If you ignore that difference, you’ll miss out on an effective way to optimize your web content for global customers.

Source: The Difference Between Translation and Localization—and Why You Need Both

4. The Top 10 International Search Engines 

Search engines have become as much a part of our daily lives as switching on the kettle to make a cup of tea.

Want to know which laptop to buy? A quick tap into a search engine and you’ll have all the information you need to make the right decision.

Do you know what happened to the guy who sold his life on Ebay? Well, a search engine does.

In 2017, 46.8% of the global population accessed the internet, a figure which is set to grow to 53.7% by 2021. With many of us now glued to our mobile phones, the device also plays an important part in preferred search engine use. In 2018 so far, 52.2% of all website traffic worldwide has been generated through mobile phones.

Knowing whether your target audience is using their desktop or mobile device, and their preferred search engine, is crucial to successful marketing. It’s important that digital marketers understand which international search engines their audience is browsing on across the globe.

Let’s have a look at the top 10 international search engines used in 2018.

Source: The top 10 international search engines

This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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