July 28, 2010 02:43:00
Posted By P & L Blog
Source: Search Engine Land
Not so long ago, there were only a few companies out there that bothered to customize their websites for foreign markets. Those who chose to do so made minimal effort—they simply translated their English copy into the local language and started doing business. Their incentives to create more sophisticated, tailored offerings was minimal; with so few companies doing it, there was no competition for e-business or Google rankings. This, however, is no longer the case.
In the past, only the big players could afford to invest the time and strategic resources needed to localize their websites, and even they didn’t always invest enough to do it well. But today, more and more retail companies are harnessing the power of the internet to globalize their businesses and tap revenue streams from across the world. From Blue Nile to Yves Saint Laurent, retailers are taking steps to reach consumers in a wide array of languages. The stakes have changed since the early days of e-business. In this age of global business, engaging only one nation’s consumer base is a sure way to plateau your company’s revenue and growth.
As companies look outside the U.S. for more business, many struggle to manage the challenges and harness the opportunities of multilingual search engine optimization (MSEO). They understand that customizing their websites to suit the linguistic needs of each national market can result in significantly increased web traffic, as well as increased revenue per order and improved international brand recognition. They just don’t know how or where to begin.