Exporting and the Internet

International Web, Search and Localisation

strategy for UK Exporters

Introduction

• My name is Greig Holbrook M.A. (International Web Communication)

• Oban Multilingual : Offices 26 Countries

Background and ContextThe Present:

UK– 30m people online UK: 63% population

– 18.5 m buy products online

– Email-Travel plans

– 9.9 m-broadband: 80% internet users (inc 61%)

– Broadband users: twice long online:view 3.5 times pages-60% all homes target

Background and ContextThe Present:

UK

– 56% internet users go online every day

– Average length of each session 53 minutes

– UK users: 23 hours week online

Background and Context

Online advertising:

UK– UK valued: £2 billion

– 10.5% UK advertising share 2005

– 12.4% 2006

– Search: 57.9%

– Display:23.5%

– Search grew 58%

Background and ContextE commerce:

UK

– £35 Bn spent online 2006

– 18.7 m shop online

– 86% people compare prices

– E commerce expected to grow £60 Bn by 2010

Background and ContextPoland:

– 12,200,000 internet users

– 30% increase from 2005

– 30 hours a month online

– Broadband expected grow 60% by 2010

– Local search engines/portals popular

– 27% population penetration

Background and ContextPoland:

– Onet.pl :

– WP.pl:

– Google.pl

– Interia.pl

– PPC (mixed approach)

Background and ContextHolland:

– 10,800,000 internet users – 170% increase from 2001– 60 hours a month online– 1.5 million broadband users– Euros:40 Million search – Local search engines/portals popular– 65% population penetration

Background and ContextHolland:

– Google.nl

– Orange.nl

– Vinden.nl

Background and ContextHolland:

– Google.nl

– Orange.nl

– Vinden.nl

Background and Context Web sites Paid Search inc : Landing Pages Display Advertising Affiliate marketing Online PR Email Web 2.0 inc social bookmarking Conversion testing Mobile marketing?

Background and Context China: 137,000,000 10.4% 500%

Russia: 23,700,000 16.5% 665%

Germany: 50,000,000 61.2% 110%

UAE: 1,400,000 35.8% 90%

Poland: 11,400,000 29.9% 300%

France: 30,000,000 50% 270%

Denmark: 4,000,000 70% 100%

US: 210,000,000 70% 120%

Background and Context

170%

280%

400%

144%

600%

350%

0% 200% 400% 600% 800%

ChinaRussiaUKCzechPolandHolland

Background and Context

• 70% of the European community cannot read English.

• 87% of web users search the web primarily in their first language.

• German importers are 4 times more likely to buy if you present information in their language.

• Over 60% of Spanish importers search the web in Spanish looking for new opportunities.

Background and contextLanguage of internet users:

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

EnglishChineseJapaneseSpanishGermanFrenchKorean

Background and Context

• What is an international web site?• International web strategy?• Do you have one?• What is key to effective international web

strategy? • Why bother? • Main problem facing exporters on the web?

Background and Context 8 billion pages on Google 66% of pages are not in English

180%165%

305%291%

0%

50%

100%

150%

200%

250%

300%

350%

AsiaEuropeMiddle EastLatin America

Export Strategy Health Check

1. Key principles of international web strategy for export.

2. Measuring performance: The importance of Web analytics.

3. Which countries use your site at present?

4. What trends can be identified? – Analyse patterns of usage.

5. Does your current site fit your export func.?

Export Strategy Health Check

1. Key principles of international web strategy for export.

Know your market ! – Existing v New UK strategy-Optimising Your reach Create campaigns based on users Translate? US ? Direct sales, Lead generator, New Dist, info?

International Web Strategy

1. Focus on localisation and relevance: Google, MSN, Yahoo etc

2. Hosting: Increasing importance of hosting: Where is your site hosted?

3. Regional domain landscape: • What’s in a domain?: Impact of .Eu & other

domain names• Why consider buying a regional domain? • What costs are involved?• Which country domains are available?    

International Web Strategy

0% 50% 100%

Spain

France

Germany

Russia

China

GoogleMSNYahooWanadooBuscadorAOLVoila.frT OnlineBaiduYandexBegun

International Web Strategy

 Search Engine marketing:

• What is SEO?• Why is it important generally/for exporters?• What is PPC?• Strategic opps

 

International Web Strategy

 SEO: Search Engine optimisation

• Technical• Keywords• Content• Link building• Online PR• Measurement• Multilingual SEO/International

 

International Web Strategy

 PPC

• Which engines• Keywords• Ad creative• Landing pages• Bid strategy• Conversion testing• Multilingual SEO/International

 

International Search Engines

• What search engines are searching in 2007 e.g accessibility

• Issues for current search engine practice e.g Sandboxing,URL naming

• Search engine friendly websites and design

• Other forms of online marketing: email, blogs, pop-over,pod casts.Asian model

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Exporting and the Internet

International Web, Search and Localisation Strategy for UK

Exporters