This week in international marketing: Subdomain vs. Subdirectory vs. ccTLD | Localizing Promotional Content | EU English | The Cost of Localization
1. Subdomain vs. Subdirectory vs. ccTLD: Which Is Best in 2018
Managing SEO for a global audience isn’t applicable for many smaller websites, but if you have the kind of product or content that can transcend borders and languages, then there might be some sizable growth to be achieved by focusing on users from other countries.
As you begin to focus on other countries and locales, you should first focus on the low hanging fruit like translations and currency conversions rather than creating native content.
Adding these new translations and pricing experiences, while seemingly simple, will actually require you to make some complex site architecture decisions.
You want to be certain that users from your primary country won’t accidentally stumble on your new translations and pricing while navigating your site. At the same time, you do not want to impact your search presence on Google with having your translations outrank your primary content.
Essentially, you need to have a defined architecture that makes clear what content and pages belong to each language or country.
2. Top 5 Tips for Localizing Promotional Content Efficiently
For a truly global launch of promotional content, the preparation of localized versions can be a costly and time-consuming process. Factor in the quantity and variety of content that comes with a full product launch and the localization of promotional materials to suit territories across the world becomes a massive task.
By centralizing the localization process, brand marketers can achieve time and cost savings, and standardize quality across all languages.
Here you can find some tips for successfully localizing content:
3. 11 Examples of the Odd Dialect Called 'EU English'
Every profession has its in-group ways of using language, but not every profession requires native speakers of many different languages to communicate with each other every day.
The European Union requires just this, and the people who work there, hashing out, drafting, and translating documents use English in a very particular way. A 2013 EU report outlined some of the unusual qualities of EU English, pointing out that, “over the years, the European institutions have developed a vocabulary that differs from that of any recognised form of English.”
4. Breaking it Down: The Cost of Localization
With businesses going global, their success depends on how they are able to cater to their international consumers. Scrap the idea that English is the language of business. You'll be catering to different consumer bases that speak different languages, and the cost of localization can add up.
You have to speak to your specific target consumers in their own language. This means you have to translate all your marketing and product materials into other languages. In language services industry terms, this is properly called localization.
Localization is a long-term commitment from any company that wishes to enter the global market. It is a continuing investment that goes together with a company's growth. The cost of localization is significant, yet the ROI is even greater and the cost of not localizing can be potentially catastrophic.
Most business owners today realize the true value and worth of localization, for without it, it is not possible to survive in the international business arena.
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.