WCUK 2013 Going Global with WordPress 201307081. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Going Global with WordPress
WPUK
Lancaster 2013
Doug Lawrence
wordpress@douglawrence.com
douglawrence.com
Tel: +44 (0) 1562 74 66 32
Mob: +44 (0) 77 11 555 602
douglawrence.com
helping you grow internationally
languages | sales | web | technology
2. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Approach
• I’ll lead the session
• Audience participation
• Agree topics
• Share ideas and experience
• Group breakouts?
– Anonymous questions / challenges
• Focus on websites rather than blogs
• User rather than developer focus
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3. douglawrence.com
helping you grow internationally
languages | sales | web | technology
A bit about me
1. 20+ years in the translation industry
2. One of 5 government appointed (UKTI) web
internationalisation experts
3. Helped over 100 companies to internationalise their web
presence (UK and international)
4. Amateur WordPress user
5. Speaker of German and Russian – very basic Chinese
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4. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Deodorant test
• New to WordPress?
• Developer?
• Designer?
• User?
• Agency?
• Languages?
• Experienced with global sites?
• Bored with putting your hand up?
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5. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview
• Method: Plugins (e.g. WPML, qTranslate) and DIY
• Content: translation, trans-creation, new content
• Audience engagement: e.g. supporting non-Latin character
sets, international social media
• Website structure: Single site with sub-domains, or
directories, individual sites
• SEO: on and off page multilingual SEO, working with
Google, Yandex, Baidu and Bing
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6. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Overview cont’d
• Website deployment: WordPress multisite, in
country hosting, search engine geo-targeting
• Ecommerce: multi-currency, multilingual,
terms and conditions
• Feedback to WordPress: Adaptations to
default themes, e.g. international navigation
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8. douglawrence.com
helping you grow internationally
languages | sales | web | technology
The global web – why bother?
• Larger audience
• Emerging markets
• Access for all
• References:
• http://en.wikipedia.org/wiki/Languages_used_on_the_Internet
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9. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website content by language
English
56%
Russian
6%
German
5%
Spanish
5%
Chinese
4%
French
4%
Japanese
4%
Arabic
3%
Portuguese
2% Others
11%
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Source: http://w3techs.com/technologies/overview/content_language/all W3Techs.com, 10 July 2013
10. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Internet users by language
English
33%
Chinese
27%
Spanish
9%
Japanese
6%
Portuguese
5%
German
5%
Arabic
4%
French
4%
Russian
4%
Korean
2%
Others
1%
Copyright © Amicus TransTec Limited 2007-2013 10
Source: http://www.internetworldstats.com/stats7.htm 30th Jue 2010
11. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Translation Methods
• Plugins (e.g. WPML and qTranslate)
• DIY
– Extract content
– Create new pages / site
– Translate database
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12. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website Content
• Translation
– Putting the text in a different language
• Trans-creation
– Rewriting the text in a different language
• Re-create
– New content in the target language
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13. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Audience engagement
• International social media
– E.g. RenRen China, Xing Germany, VK Russia
– Create links to/from the website to these profiles
• Global Social Media Networks Set to Overtake Facebook?
By Ryan HolmesCEO at HootSuite
• Supporting non-Latin character sets
– Setting in PHP email
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16. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website structure
• Sub-domains*
– fr.domain.com
– de.domain.com
• Sub-directories
– domain.com/fr
– domain.com/de
• Individual sites
– domain.fr
– domain.de
*Can this be mapped to a single install?
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17. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Multilingual SEO
• On page (WordPress SEO)
• Off page (backlinks?!, social media)
• Verifying ‘local’ search engines:
– Google
– Baidu
– Yandex
– Bing
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18. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Website deployment
• WordPress multisite
• In country hosting
• Search engine geo-targeting
– Google
– Bing
– Baidu
– Yandex (only within Russia?)
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19. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Ecommerce
• Multi-currency
• Multilingual
• Terms and conditions UK/Europe, US, Rest of
World
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20. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Feedback to WordPress?
• Adaptations to default themes, e.g.
international navigation
• Untranslated screen stuff (e.g. search box)
• Bi-directional character sets such as Arabic
and Hebrew
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21. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Who does what?
• Designers
• Developers
• Translators
• Reviewers
• SEOers
• Users
• ‘Testers’?
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23. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Case Studies
• douglawrence.com
– Multisite, 3.5.2, U-Design, EN
• даглоуренс.рф
– WP_RU 3.5.2, hosted in Russia, Twenty Twelve
• abc-globe.ru
– 3.5.1? RU, native content, ‘orphan’ theme
• daniatraining.co.uk
– Education Child Theme, WP 3.5.2, WPML
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24. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Navigation
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Navigation by language name
26. douglawrence.com
helping you grow internationally
languages | sales | web | technology
даглоуренс.рф (WP_RU 3.5.2)
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28. douglawrence.com
helping you grow internationally
languages | sales | web | technology
abc-globe.ru (WP_RU MyWordPress.Ru 3.5.1)
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31. douglawrence.com
helping you grow internationally
languages | sales | web | technology
OWN ‘YOUR NAME’ GLOBALLY!
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33. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Me and Sponge Bob just don’t get on …
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Well it’s Plankton really!
36. douglawrence.com
helping you grow internationally
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Google.ru
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My website
My social media profiles
Sponge Bob
My ‘alt texted’ and
social media images
Conference
website
39. douglawrence.com
helping you grow internationally
languages | sales | web | technology
http://googlewebmastercentral.blog
spot.co.uk/2010/03/working-with-
multilingual-websites.html
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40. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful tools (all free)
• Quirk on Firefox (keyword density analyser)
• Chrome SEO tool (doesn’t appear to be maintained)
• Alexa.com (backlinks and traffic information)
• Google Keywords tool / Yandex Direct
• Google Conversion Goals
• www.google.com.eg/ncr
• Google “site:www.website.xxx”
• Matt Cutts and Google Webmaster Tools YouTube channel
• Don’t forget other engines, e.g. Yandex and Baidu
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41. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Useful plugins?
• Translation
– WPML
– qTranslate
– http://translate.wordpress.org
• Management
– Multisite
– ManageWP
• Verification
– Header and Footer
– Meta Tag Manager
• Navigation
– Multisite Language Switcher – WordPress multilingual
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47. douglawrence.com
helping you grow internationally
languages | sales | web | technology
Thank you, any questions?
Copyright © Amicus TransTec Limited 2007-2013 47
Doug Lawrence
wordpress@douglawrence.com
douglawrence.com
даглоуренс.рф
Tel: +44 (0) 1562 74 66 32
Mob: +44 (0) 7711 555 602