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Building a successful online business is no easy task. This requires time, effort and commitment, starting with setting up a business plan and a unique feature to designing and managing your website and optimize for search engine rankings.
Why you should therefore be limited in view of all this work that goes into your website, only a single-language market?
If you decide to stick with your Internet presence in only one language, thus closing a huge number of potential customers from among the 1.8 billion people worldwide are currently online. If you opt for German as a language of your choice, you can achieve only 72.3% of potential customers - even native English speakers make up less than a third of all Internet surfers ( internetworldstats ). Especially for online businesses a multilingual Internet presence is crucial, as studies show that 85% of consumers - even multilingual - buy only on a site if they find there product information in their native language ( Common Sense Advisory ).
How to set it on, then, to make a single-language site with a single target market of a large company with virtual offices throughout the world to conquer the world markets?
Localization
The golden rule is that you "think regionally" must. This means first determining which e-commerce markets which countries have a void that can fill your product, and then design individual regional sites for each market, which are written in the vernacular and the design of the regionally dominant aesthetic preferences justice and is being marketed with a view to their culture. For now, it is important to prefer individual domains for each regional site to have - preferably those that are hosted on servers in the destination country - as sub-domains of your main site (for example, rather than www.mycompany.cn www.mycompany. com / intl / china).
This is important for two reasons: an increased credibility with your customers in every country and, more importantly, for your SEO because Google Search on site in relation to a regional domain gives a higher ranking than an international one.
Design
Different cultures are also different expectations about what they like with regard to a website - this is clear from the differences between the Japanese and the Swedish website of Coca Cola or McDonalds to British and Indian website.
You basically need a design framework, which follows a uniform branding, but also flexible enough so that changes can be made by a regional website to another. Also think carefully about your color scheme by, for colors in different cultures have very different meanings, as in this chart read. They also worry that different navigation requirements in terms of languages from left to right and those that are written from right to left, into account. A horizontal navigation system and a symmetrical design on offer here as a solution.
Technically, you should disconnect the principle design and content of particular importance. A useful definition CSS saves in the creation of individual language versions of time and effort. Moreover, it should also be Unicode UTF-8 as the character set. This supports a large number of characters and you are well prepared for future language versions.
Content
Of course, the localized websites in the language - or even languages - of the target country to be translated, it makes little sense for China to offer a site with only English content.
More important than a mere translation of the text, however, is to ensure that the text is written specifically for the intended audience, ideally from a native speaker who has some experience in writing advertising copy. For example, while in the United Kingdom, a casually good sound arrives in Germany is the exact opposite.
When a Language Professional formulated your content, translated or checked, you are also safe from a linguistic faux pas that can prove embarrassing as Coca-Cola in China was launched, was the brand name of "Ke-Ke-Ken-La" translated. Only after thousands of inscriptions were printed, the company realized that this new brand name, depending on the dialect, either "bite the wax tadpole," meant or "stuffed with wax mare."
There are not the only linguistic gaffes, while you can get in trouble - can be a lack of understanding of the local culture also create problems. Thus, for example, Pepsi in 2004 by the Indian city of Hyderabad sued a television commercial to see where the Indian cricket team was celebrating the victory. A boy while serving Pepsi. The claimant (fairly reasonable) before, the commercial glorified child labor.
Marketing
In regards to your SEO is the most important aspect that specifically address the most popular search engine in any market - for example, for Russia is more Yandex as Google - and translate in any case simply keywords.
Direct translations are often not the most popular search terms. Keywords are words not in the strict sense, but rather the expression of a wish expressed - and each linguistic market is characterized by a unique way to bring such a desire to express. This may be a jargon-turn to a concept of regional language or phrases that have been taken from English or another language.
To research which keywords in each market are most often used is the only way to ensure that you are using the right keywords. This can be either a keyword such as the Finder from Google to use or, where possible, enlist the help of a SEO expert in the country itself to complete.
If you manage yourself to enable the Internet users in each of your foreign target markets, you have a much better chance to beat the competitors on the spot from the field and from a local provider to a successful international entrepreneur to be.
About the Author
Christian Arno is the founder and CEO of the international translation and localization company specialists Lingo24. Established in 2001
founded company now employs more than 120 employees on four continents, serving customers in over 60 countries.
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