Digital Internationalization Best Practices for Global Brands

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eDynamic, Monday, August 3, 2015
Internationalization
is
Complex

1

2

3
Agenda.
Content Challenges
UX Coolness
SEO Considerations
Legal Thingys

4
Let’s Define
Some Stuff.
1. Localization vs. Multi-lingual
2. Global Site vs. Regional Sites

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“Approve
it? First tell
me what
language
this is.”
You:
1. Probably have lots of content
2. Might have localized content
3. Maaaayyybee don’t know
about all of it
4. It’s not our fault, we have
umpteen different systems.

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Yes, We’re
Talking
Workflows.
1. Global content that needs
translating and regional
approval.
2. Regional content that
needs global approval.
3. Any content that needs
approval?

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Some
Options.
1. Global and Regional
workflows should be
automated.
2. Develop a single, global
content calendar.
3. Why? Why are there so
many CMS’s and Email
marketing systems?
4. Employ a vendor like Clay
Tablet and Lion Bridge
5. Develop a Regional
Content Editor Position

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UX Best
Practices
1. Geo Targeting
2. Maintain Design Consistency
3. Anticipate character lengths
and styles
4. Know when to use Regional vs.
Global approach

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When to
regionalize vs.
multi-lingual
Do you have local
content?
Yes
No
Enough of it ?
Don’t bother
Yes
No

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Scenario 1

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Scenario 2
ENGLISH

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SEO Best
Practices
1. Title Tags are in place and
using proper keywords
2. Meta Description is being
utilized
3. H1 Tags are being utilized
4. Image Alt tags are placed on
all images
5. Body content contains and
appropriate level of keywords,
while still using natural
language

URL structure Example Pros Cons
ccTLDs example.ie  Clear geotargeting
 Server location
irrelevant
 Easy separation of sites
 Expensive (and may have limited
availability)
 Requires more infrastructure
 Strict ccTLD requirements (sometimes)
Subdomains with
gTLDS
de.example.com  Easy to set up
 Can use Webmaster
Tools geotargeting
 Allows different server
locations
 Easy separation of sites
 Users might not recognize geotargeting
from the URL alone (is "de" the language
or country?)
Subdirectories
with gTLDs
example.com/de
/
 Easy to set up
 Can use Webmaster
Tools geotargeting
 Low maintenance (same
host)
from the URL alone
 Single server location
 Separation of sites harder
URL parameters site.com?loc=de  Not recommended.  URL-based segmentation difficult
from the URL alone
 Geotargeting in Webmaster Tools is not
possible

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Legal Stuff
Cookies laws vary substantially
from Country to country.

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Legal Stuff
1. We Are The Company That Cares About Your Privacy Specifically, while most
other companies are concerned with protecting your privacy, we care about
profiteering and violating it when expedient or useful.
2. You may think of using any of our programs or services as the privacy equivalent
of living in a webcam fitted glass house under the unblinking eye of Big Brother:
you have no privacy with us. If we can use any of your details to legally make a
profit, we probably will.
3. We will track and log everything we can about all the dirty (and clean) things you
do and like with cookies, GPS, secure connections and or whatever technology
exists today or becomes available at any time in the future.
4. By using any of our services, you grant us permission to surgically implant a
tracking microchip of our choosing in your body and sell all collected information
to the highest bidder . . . and to all other bidders. You also agree to regular
updates and reinstalls of said device entirely at our discretion for up to 50 years
after the end of your natural life.

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Legal Stuff
5. If the opportunity arises to sell or otherwise use this or any information, data
or meta data about you or your world, we will jump at that opportunity like a
pitbull on a fresh steak
6. Please email us to tell us some of your secrets. We may, at our sole discretion
(or lack thereof), broadcast, reveal, sell, manipulate, or otherwise use these
secrets, or any information we collect to our benefit whenever, wherever, and
however we choose.
7. We are right now looking at you through your webcam. Do you always move
your lips like that when you read? We also recorded what you were doing last
week and are sending the video to (you know who). If the prior statements are
not true, it's because in addition to everything else, we reserve the right to lie
to you, and you agree to believe us and hold us harmless for any and all such
lies. Furthermore, if we are not recording everything you're doing through
your webcam, it's either because we haven't figured out how, you're just not
that interesting, or both.
8. We are serious about all of the above. So don't go trying to sue us later with
some nonsense like "I thought that was all satire." All your privacy are belong
to us. We mean it.

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Legal Stuff

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Our
Thought.
Adhere to the strictest version of
cookies policy of the country you
operate in.
Don’t try to customize your privacy
policy via geo-targeting.

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Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
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facebook.com/edynamic.net

Digital Internationalization Best Practices for Global Brands

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