More and more businesses want to expand their global presence and enter new markets. However, before launching a new website and entering new markets there’s a lot to taking into consideration. Registering for international domains might not be as straightforward as companies imagine. For example, what if the domain name in that specific country is already taken, or it compromises brand identity? We have also seen new introductions e.g. suffixes for domains – starbucks.sb, for example. The more options available, the more confusing it can get.
Weighing up the benefits
Some cost-benefit analysis is always needed when considering launching new sites in new regions and languages. The whole process can get quite expensive, so before leaping ahead it’s worth doing some research and calculations. The last thing you want to do is launch a new site version in Spanish and assume the South American region has been covered, terminology and language still needs
to be adapted. How much investment is needed and what will be the returns?
These should be key questions. Look at the competitors to see how launching in that country and the route they took faired for them. Only then will you begin to have a clearer idea on whether it the right move, or not.
Which has the best SEO benefits?
The best option from an SEO standpoint would be to opt for ccTLDs (country specific Top Level Domains) i.e.; /.com.au/..fr/.de/.es/.ru/.cn/ etc. However, this doesn’t always work out. A person or local company may already own the ccTLD and doesn’t wish to sell or perhaps you’ve built a great deal of brand authority on your local domain and don’t wish to compromise it. The next best alternative would be to use sub-folders to house your content, still leveraging your root domain’s authority and keeping your brand consistent in new markets. Sub-domains are generally the least preferred option, as they are generally harder to rank and a local searcher will favour a ccTLD organic listing over anything else.
When rolling your website out into multiple-languages it’s highly recommended to have a road map of the roll-out and advisable to do in stages rather than in one go. The internal architecture needs to be logically thought out and planned. URL structure, primary keywords for each page, meta data, migration of content and where it’s going to be housed etc. all need to be considered. As there are
often multiple stakeholders, ranging from designers/developers to copywriters to SEOs, with any website launch, it’s important that the IA is always referenced and crosschecked when the site goes live. This will make life a lot easier.
It’s easy to get caught up with new roll-outs across different continents and countries, but it’s essential to do the research before and if it’s decided to be beneficial to the company then the execution needs to be well planned. Measuring ROI should be paramount and your marketing channels need to be well coordinated and analyzed at every step of the way.
Language Connect is an efficient translation service agency with offices in Melbourne and Sydney. We provide a range of professional services including: global consultancy, multilingual SEO, translation and interpreting and are ATC, ISO and GALA accredited.