⁄ Introduction
⁄ Languages Online
⁄ Core Languages
⁄ Language Challenges in Search
⁄ Europe
⁄ Middle East
⁄ Multilingualism in Asia
⁄ Impact of Website Localization
⁄ Summary
Going Global
Agenda
Introduction
4Going Global
Our Multilingual World
عالم
värld
monde
verden
svijet
munduעולם
maailm
svět
мир
világ
pasaulis
wêreld
せかい
mondo
welt
wereld
მსოფლიო
святpasaule
世界
dünya
κόσμος
world
mundo
ప్ర�ప్ర�చ
세계உலகம்
दुनि�या�
دنیاવિ�શ્વ
bumi
daigdig
বি�শ্ব
dunia
thế giới
ពិ�ភពិលោ�កdonya
Over 6000 languagesRoughly 10% by more than 100,000 speakers
Distinct differences in writing systems
5
Is the number of native speakers the most important factor?
1st Language English
2nd Language English
1st Language Mandarin Chinese
1st Language Spanish
1st Language Hindi
Going Global
Major Languages Online
390 Million Native Speakers = 5.5%
500 Million Native Speakers = 7.2%
Around 1 Billion Native Speakers = 14.3%
Around 530 Million Native Speakers = 7.5%
Over 400 Million Native Speakers = 5.7%
English 55.5%
Russian 6.2%
German 5.8%
Japanese 4.8%
Spanish, Castilian 4.4%
French 3.9%
Simplified Chinese 3.8%
Portuguese 2.3%
Polish 1.8%
Italian 1.7%
Turkish 1.3%
Dutch, Flemish 1.3%
Used in more than 1% of all websites
Internet Users
Other19%
English28%
Chinese
24%
Spanish
8%
Japanese 5%
Portuguese 4%
Arabic 4%
French 3%
Russian 3%
Korean 2%
6Going Global in 2014: Multilingual Search & Localization
Core Languages for International Brands
The Americas EMEA APAC
English
French
Spanish
Brazilian Portuguese
English
German
French
Spanish
Italian
Dutch
Swedish
Danish
Norwegian
Finnish
Russian
Arabic
Hebrew
Simplified Chinese
Traditional Chinese (Hong
Kong)
Korean
Japanese
⁄Nordic languages not to be disregarded
⁄Korean & Traditional Chinese key languages in search
⁄Hebrew: much smaller % than Arabic, but strong traffic and conversion rate
⁄Emerging languages: Polish, Turkish, Bahasa Indonesia, Thai, Malay
Language Challenges in Search
8
Switzerland
Italian
German
French
Central Europe Officially multilingual countries
Going Global in 2014: Multilingual Search & Localization
European Language Challenges in Search
Belgium
1. German
2. French
3. English
4. Italian
1. French
2. Flemish
3. English
4. German
Num
ber
of
speake
rsIm
port
ance
in
searc
h
Flemish
French
German
9
Arabic & Hebrew
Linguistic Ambiguity
Going Global in 2014: Multilingual Search & Localization
Middle Eastern Language Challenges
Transliteration Differences
English Arabic Hebrew
ASOS اسوس אסוס
ASUS اسوس אסוס
English Official Egyptian Gulf
Gucci غوتشي جوتشي قوتشي
10
Three month Case Study
Going Global in 2014: Multilingual Search & Localization
Arabic vs. English in the Gulf
English Arabic
Impressions
CTR
CR
English 89%
Arabic 11%
11
Major markets with little English
1. Mandarin Chinese (simplified)
2. Korean
3. Japanese
Going Global in 2014: Multilingual Search & Localization
Key Languages in Asia
Major markets with strong English
1. Singapore
2. Hong Kong
3. Malaysia
Average % split between English and local language in SG, HK & MY
Singapore Hong Kong Malaysia
100
80
60
40
20
0
Local language
English
12
Which Chinese should I use?
Going Global in 2014: Multilingual Search & Localization
Tackling Multilingualism in Hong Kong
EnglishTraditional Chinese (HK)
Traditional Chinese (TW)
Simplified Chinese
Hotel 酒店 飯店 酒店
Handbag 手袋 包包 手提包
Software 軟件 軟體 软件
MandarinSimplified Chinese
CantoneseTraditional Chinese
Taiwanese
⁄ Important to respect differences in culture and identify
⁄ Characters, syntax and ideomatic expressions can differ significantly
13Going Global
Hong Kong – English vs Traditional Chinese (HK)
English vs. Traditional Chinese (HK)
Google Yahoo
Pure Brand - EN
Brand+Generic - Bilingual
Brand+Generic - EN
Pure Brand - CN
Brand+Gener
ic-Google
Brand+Gener
ic-Yahoo
Bilingual KW/CN Ad
Bilingual KW/EN Ad
Impressions
CTR
Impact of Website Localisation
15
Localized brand PPC to English site
Going Global in 2014: Multilingual Search & Localization
Website Localization: Cast Study 1
Denmark Sweden Portugal Poland Arabic (MENA)
CTRCR
16
Before and after site localization
Going Global in 2014: Multilingual Search & Localization
Website Localization: Case Study 2
Sweden – Strong English Market Portugal – Weak English Market
May
‘12
Jul ‘1
2
Sep
‘12
Nov
‘12
Jan ‘
13
Mar
‘13
May
‘13
Jul ‘1
3
Sep
‘13
Jan ‘
13
Feb ‘
13
Mar
‘13
Apr
‘13
May
‘12
Jun ‘
13
Jul ‘1
3
Aug
‘13
Sep
‘13
Oct
‘1
3
CVR CVR
website launched
website launched
In Summary
⁄ Testing before full site localization
⁄ Consistency in search and site content
⁄ Set the right strategy for each language
⁄ Use the correct method of content generation
⁄ Ensure the use of high quality search content services
Thank You.
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