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 Context The Present: UK –30m people online UK: 63% population –18.5 m buy products online – -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 Context The 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 Context E 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 Context Poland: –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 Context Poland: –Onet.pl : –WP.pl: –Google.pl –Interia.pl –PPC (mixed approach)

Background and Context Holland: –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 Context Holland: –Google.nl –Orange.nl –Vinden.nl

Background and Context Holland: –Google.nl –Orange.nl –Vinden.nl

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

Background and Context China: 137,000, % 500% Russia: 23,700, % 665% Germany: 50,000, % 110% UAE: 1,400, % 90% Poland: 11,400, % 300% France: 30,000,000 50% 270% Denmark: 4,000,000 70% 100% US: 210,000,000 70% 120%

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 context Language of internet users:

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

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

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: , blogs, pop-over,pod casts.Asian model 1.

Exporting and the Internet International Web, Search and Localisation Strategy for UK Exporters