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Berlin Zoo unveils memorial to Knut the polar bear

Berlin Zoo unveils memorial to Knut the polar bear | Angelika's German Magazine | Scoop.it
A statue of Germany's most beloved polar bear, Knut, was unveiled at the Berlin Zoo where he lived. Knut's sudden death last year saddened his fans from around the world.
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Angelika's German Magazine
Interesting things for German learners
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Why Germany spells stuff this way | German Language Blog

Why Germany spells stuff this way | German Language Blog | Angelika's German Magazine | Scoop.it
Was ist richtig, was ist falsch? Schlag im Duden nach! Like the Oxford Dictionary, the Dikke van Dale, or Mirriam-Webster, Germany has the Duden. Just
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8 False German Stereotypes - The Russian Abroad

8 False German Stereotypes - The Russian Abroad | Angelika's German Magazine | Scoop.it
Most popular stereotypes about Germans: are they all false?
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Ready To Go Multilingual Or Multinational With Your Online Business? Ask Yourself These 10 Questions First

Ready To Go Multilingual Or Multinational With Your Online Business? Ask Yourself These 10 Questions First | Angelika's German Magazine | Scoop.it
Offering your products, services and information in different languages or in new countries can provide a great deal of benefit. It allows you to reach entirely new audiences, boost traffic, increase revenue, and expand your overall business.

According to a 2006 study by Common Sense Advisory, 72.4% of consumers admit they are more inclined to make a purchase when information is in their own language. In addition, 56.2% of customers report information in their native language is more important than a product’s price.

The benefits of going multilingual/multinational are clear, but the challenge can be great. Before making the move, there are some things to consider first.

1. Have You Accounted For Shipping Rates?
If your website ships something, shipping rates can be a big deal for international business. Make sure you account for the cost of getting your product, people or just your general business offering to the location you are about to launch in.

You need to run the numbers before investing the time in the market. A search engine optimization (SEO) company might be able to get you ranked in another country, but does it make business sense to sell a product there? Expanding your business on an international level can mean a lucrative new avenue, but it may not make financial sense due to high shipping costs.

2. Will You Offer Backend Support & Customer Service Specifically For The Language Or Country?
When you go into a new market, expect that you will need to offer a similar customer service experience in that language or region. In some cases, you may even need to offer an increasingly dedicated experience.

This can mean an onsite knowledge base in that language, customer service and sales staff. In a survey conducted by Rosetta Stone, 89 percent of customers feel customer satisfaction and loyalty are promoted when a company serves in native languages.

3. Who Will Manage Inventory & Keep The New Sections Up-To-Date?
On an e-commerce site, you generally segment your product offering by region. For example, you have all the United States products in the U.S. section, the U.K. in another section, etc. In order to make this happen, you need to have a team manage the inventory.

Furthering this idea, you will want to offer products in specific regions that are profitable after expenses, shipping, etc. Because of this, you need to make sure that the person organizing the products online understands the business model, profit margins and overall company big picture goals.

When moving into other countries and languages, this can get more complex. You need to have the right products, in the right language, in the right country location, at the right price.

From a service offering perspective, these same rules apply. However, they can be a little less complex, depending on the business offering.

4. Do You Have An SEO Who Can Manage The Onsite Optimization Requirements?
Multilingual and multiregional SEO is fairly complex. Outside of doing keyword assignments and optimization and then translating that into different languages, you also need to make sure the content speaks to the demographic.

In addition, there is hreflang tag implementation, the decision between TLDs vs. subdomains vs. directories, and ensuring your current rankings are not lost should you alter your site’s URL structure. It can get even more complicated if you are dealing with certain types of mobile optimization, secure shopping carts (and other areas that are non-secure) and multilingual checkout processes.

SEO on a global level requires extensive strategic planning throughout the entire rollout process to promote efficiency and effectiveness. It’s important to have an experienced SEO team in place that is capable of handling multilingual/multinational website requirements.

5. How Will You Get Links In The New Country?
Unless you are a massive brand with high domain authority and the type of presence that will always be linked to, you might run into the issue of creating a great, well-optimized website that has no inbound links from within the new region.

This can be problematic. Even if you perform thorough on-site optimization, your rankings could remain low without inbound links — and thus, your site might never generate the business you were hoping for in the region. Sure, you can use the pages for PPC, but with a few links you could also be ranking higher in organic.

Make sure you have a strategy in each region to build links in a white hat way.

6. Will Moving Into These New Markets Hurt Your Ability To Manage Your Existing Clients?
You never want to spread yourself too thin. It can hurt your existing business, lead to high levels of stress, and leave you with a disorganized business. If you are going to make a big push into another language or region, make sure you will not be losing sight of your existing user base.

As we all know, search engine optimization and other forms of digital marketing are only becoming more competitive. You don’t want to spend a ton of time moving into another country and then, next thing you know, your current operation has fallen behind.

7. Who Will Handle Ongoing Translation & Regional Needs?
Finding a good translation company and website managers who understand regional issues can be tough. It is important to have a partner or staff who really gets it and will continue to be there. Make sure you have some type of plan in place to help maintain your lingual and regional goals.

8. What Will Your Marketing Be Outside Of SEO?
All the things you need in your home region will be needed in any new region you expand to. Multinational/multilingual SEO is important, but it is best if you complement it with digital and offline marketing in the region. This is why you generally see large companies implementing comprehensive global strategies as opposed to just launching new sites.

I have the pleasure of working many global clients – often, they have radio, TV, social media, email, PR, online ads, you name it, in each of the regions we are targeting. All that can really complement your SEO strategy to help boost online visibility.

Now, don’t get me wrong — you can be successful with just a general SEO build. I have a client right now with 70% year-over-year traffic largely due to their international optimization, but they are a rare case because the product has a good buzz.

9. Do You Need A Person On The Ground?
This question is pretty clear and must be answered before making the push. Although sending a company representative to another country may seem costly, the move is beneficial as you’ll have someone directly overseeing business relationships to improve overall functionality and performance.

Should you decide to take this route, have a general idea of how you will make that happen before you launch a service in some area that’s thousands of miles away.

10. Will You Be Able To Offer A Quality Experience Overall?
This is probably the biggest question you must answer, and the one I will leave you with. According to Oracle’s 2011 Customer Experience Impact Report, 89 percent of customers admit that they will stop doing business with a company based on poor customer service. Do you have what it takes to successfully offer your products and services to multiple countries?

Final Thoughts
There are a lot of emerging markets out there in the world. If you can get your website better visibility into those markets, it can mean you beat competitors to the location and establish a presence and sales first.

No matter what your online goals, you should consider multilingual and regional SEO. If you had the right response to all of these questions, you could be the right candidate.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

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Benjamin Mzhari's curator insight, March 27, 8:25 AM

i foresee business analysts having more general analysis to make the business across the world able to merge with the business  

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Women Are Far More Innovative Than Men In This Crucial Part Of Life

Women Are Far More Innovative Than Men In This Crucial Part Of Life | Angelika's German Magazine | Scoop.it
The media have chronicled women’s leading role in language change here and there, but tend not to get the essence of it right. We read, for example, of women initiating “trends” in speech. However,...
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10 Reasons to Learn a Foreign Language (Guest Post)

10 Reasons to Learn a Foreign Language (Guest Post) | Angelika's German Magazine | Scoop.it
Mark-Anthony Villaflor of 365TravelDates, guest blogs today, sharing great reasons to learn a foreign language. And, this Thursday at 2:30 ET on #CultureTrav, we'll be discussing Language: "Lost in...
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5 Reasons Knowing a World Language Makes You More Creative | Middlebury Interactive Languages

5 Reasons Knowing a World Language Makes You More Creative | Middlebury Interactive Languages | Angelika's German Magazine | Scoop.it
Middlebury Interactive Languages is the premier academic leader in world language instruction for K-12 students.
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5 Reasons Everyone Should Know at Least Two Languages | Middlebury Interactive Languages

5 Reasons Everyone Should Know at Least Two Languages | Middlebury Interactive Languages | Angelika's German Magazine | Scoop.it
Middlebury Interactive Languages is the premier academic leader in world language instruction for K-12 students.
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Learning new languages will literally make you see the world differently

Learning new languages will literally make you see the world differently | Angelika's German Magazine | Scoop.it
Researchers have found that people who speak more than one language literally see the world differently, ScienceMag reveals. Researchers have found that depending on the primary language spoken, pe...
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Dara Oken's curator insight, April 1, 10:22 PM

Fascinating, especially "Russian speakers apparently can distinguish shades of blue faster than English speakers, while Japanese speakers group objects by material rather than shape." One tends to wonder if cultural considerations contribute in the above cases, but not so in the case of German/English speakers. There seems to be some sort of unconscious "code switching" to alternate perception.

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44 Interesting Facts About Germany - Study in Germany

44 Interesting Facts About Germany - Study in Germany | Angelika's German Magazine | Scoop.it
Do you think you know a lot of things about Germany? Here are some interesting facts that you might never heard before. With 81 million people Germany has the largest [...]
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Learn German as you learn how to paint

Learn German as you learn how to paint | Angelika's German Magazine | Scoop.it
When I was around 10 years old, I surprised everyone in my family. I decided that I would learn German as my first foreign language. Since I was living in
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Learning new languages faster can be easy-peasy

Learning new languages faster can be easy-peasy | Angelika's German Magazine | Scoop.it
The process of learning new languages is a unique experience that enriches the mind and opens doors ...

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On Facebook, German government employs a dose of humor | Germany | DW.DE | 10.03.2015

On Facebook, German government employs a dose of humor | Germany | DW.DE | 10.03.2015 | Angelika's German Magazine | Scoop.it
The German government has finally ventured onto Facebook, attracting 54,000 likes in less than three weeks with a lighthearted approach that is confounding trolls. David Crossland reports from Berlin.
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Why Germany spells stuff this way | German Language Blog

Why Germany spells stuff this way | German Language Blog | Angelika's German Magazine | Scoop.it
Was ist richtig, was ist falsch? Schlag im Duden nach! Like the Oxford Dictionary, the Dikke van Dale, or Mirriam-Webster, Germany has the Duden. Just
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Ihre 10 Lieblings-Zungenbrecher | Deutschlehrer-Info | DW.DE | 12.02.2015

Ihre 10 Lieblings-Zungenbrecher | Deutschlehrer-Info | DW.DE | 12.02.2015 | Angelika's German Magazine | Scoop.it
Fischers Fritze fischt frische Fische oder Brautkleid bleibt Brautkleid und Blaukraut bleibt Blaukraut. Nicht nur Sätze, sondern auch einige deutsche Wörter sind schwer auszusprechen. Hier kommen Ihre Zungenbrecher.
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10 Soft Insults in German and what they Mean

10 Soft Insults in German and what they Mean | Angelika's German Magazine | Scoop.it
There are a bunch of soft insults in German that you might get to hear. Find out what they mean and what most of them have in common.
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7 German TV Series To Make You Laugh And Learn The Language In No Time

7 German TV Series To Make You Laugh And Learn The Language In No Time | Angelika's German Magazine | Scoop.it
Tired of struggling with irregular verbs and breaking your head over declension rules? Why not put your textbook aside for a while and watch some German TV series? Even if you don’t understand everything at first, you’ll be surprised how much...

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20 Gründe niemals Urlaub in Österreich zu machen!

20 Gründe niemals Urlaub in Österreich zu machen! | Angelika's German Magazine | Scoop.it
Fahr niemals auf Urlaub nach Österreich, es gibt dort nichts zu sehen!
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German Is Actually Much Easier Than You Might Think

German Is Actually Much Easier Than You Might Think | Angelika's German Magazine | Scoop.it
German is far simpler than its reputation leads us to believe. A good German tutor can make a huge difference in your German learning experience.
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5 Ways Being Bilingual Makes You Smarter | Middlebury Interactive Languages

5 Ways Being Bilingual Makes You Smarter | Middlebury Interactive Languages | Angelika's German Magazine | Scoop.it
Middlebury Interactive Languages is the premier academic leader in world language instruction for K-12 students.
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Learning a language in later life: are you ever too old?

Learning a language in later life: are you ever too old? | Angelika's German Magazine | Scoop.it
From keeping loneliness at bay and delaying dementia, to reconnecting with your cultural roots, Sarah Johnson speaks to three people to discover the wide benefits of language learning
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Being bilingual really can put you in two minds

Being bilingual really can put you in two minds | Angelika's German Magazine | Scoop.it
British researchers say that many speakers have entirely different personalities in each of the languages they speak.

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12 eccentric German idioms to get your head around The Local

12 eccentric German idioms to get your head around The Local | Angelika's German Magazine | Scoop.it

This latest instalment of The Local List hopes to shine a little light on some of the charming eccentricities of the German language.


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Fewer pupils learning German 'risks Scots economy' - Scotsman

Fewer pupils learning German 'risks Scots economy' - Scotsman | Angelika's German Magazine | Scoop.it
A DECLINE in the number of pupils learning to speak German could impact negatively on Scotland’s economic potential, a Conservative MSP has warned.
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'Difficult climate' for languages

'Difficult climate' for languages | Angelika's German Magazine | Scoop.it
Language teaching in England's primary and secondary schools is facing "a difficult climate", according to the findings of the Language Trends Survey.

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