In this episode we talk to John who is head of new business and has been with Oban for 2.5 years and Emily, who is head of SEO, international strategy. She has 18 years’ experience working in digital for international markets. They talk to us about how localisation is very important regarding cultural boundaries. When working cross-border, it is not just about language, it’s more about culture and the people. Getting technology right is very important; you need to target specific users and you want to avoid confusing search engines. You need to make sure international technical set up is correct.
How do you go about choosing a market? They suggest looking at the traffic you are already getting by referring to your analytics and being realistic about growth and understanding local behaviour. You will need to perform gap analysis and find the sweet-spot versus your competitors. They discuss the many aspects to cultural conversion: addressing their needs, colours, layout and tone of voice will all have an impact on how people will view a web page.
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