It is true that the Internet is a global forum but it is one that is navigated by local people with local needs. Localised online marketing is the key to creating a website that is really in tune with the markets you are targeting.

Metafocus are a global online marketing company with experience in providing sites in markets across the world. Here we have compiled 5 key considerations for an international online marketing campaign if you want to find out more please contact us using the details provided below.

1. Only 25% of world wide internet searches are in English

Living on a diet of Hollywood movies and British pop songs it’s easy to assume that the world speaks English. This simply isn’t true. English is an international language but it is far from a universal one. In fact only 25% of internet searches are made in English.

Achieving good search engine optimisation is critical to have a successful international website. This requires a good understanding of the language and culture, understanding the needs of your customers and the keywords they will use to search for your product.

2. Google is not the only search engine

Here in the UK Google takes the lion’s share (90%) of the internet search market. This is not true in all markets. In some countries, such as China, Google is a distant competitor and the local search engine Baidu has more than 70% of the market.

It is important that you know which search engines are the most popular in the market you are targeting. Each search engine categorises key words differently. Having good international search engine optimisation and coordinating effective pay per click campaigns requires a detailed understanding of the search engines that are used locally.

3. Translation is about impact as well as meaning

You only have to paste a piece of translated text back into a free online translation engine to see how random some translation software can be. It is also important to realise that just because a word has a literal translation that word may have completely the wrong cultural associations in the language it is written.

We recently worked on an English Language website for Chinese motorcycle company, Zongshen. A literal translation of some of their promotional material described their bikes as being Dextourous and Firm. Whilst technically correct this means very little to the British market. UK bikers are looking for ‘Awesome Performance’ and ‘Superior Engineering’; the copy was changed accordingly.

4.Keep it local

One result of potential customers using local search engines is that the results they obtain are weighted towards the country they are in. Websites with ‘.co.uk’ achieve higher prominence when searched via Google.co.uk, and Chinese sites are displayed higher on Baidu.

An additional bias is given in favour of sites that are hosted locally. This means that a Chinese domain website that is hosted in the UK will not reach as higher search engine position as an identical site hosted in China. To achieve the best results you need to have a locally hosted website with a local domain.

5. Design is cultural

In the same way as people from different cultures enjoy different food and fashions they have different likes and dislikes when it comes to web design. A good site is easy to navigate and understand. Doing this requires a web design that is sensitive to the aesthetic expectations of different cultures.

Chinese websites for example tend to be image rich. They feature significantly more content than is appreciated by European consumers. Chinese web users prefer to see all the information they require on one page rather than navigating through lots of links and subpages.

In summary good international online marketing rewards companies who take the time to produce websites sensitive to local needs, that understand the language and culture of its consumers and use local hosts and domains.

Here at Metafocus we have built a highly skilled international team who have experience and understanding of delivering online marketing campaigns that successfully reach international audiences. If you would like to find out more about what we can offer for your company please contact us either by email: info@metafocusglobal.com , or phone +44 (0) 115 947 00 11 we will be more than happy to discuss this with you.

Sorcit, a Nottingham-based product design company and sourcing agent,  can help you to life up to Dragon’s Den standards.  If you have an idea for an innovative product,  Sorcit offer advise in designing and launching your new product. Beside from their product and graphic design services, Sorcit also operates abroad and they provide manufacturing and outsourcing solutions in China.

So, what are you waiting for: Turn your idea into profitable reality.

Our new client Hartley’s Safaris prepare each African safari holiday with the knowledge that authentic encounters with the African heartland can never be packaged. Every experience is unique. Every safari is tailor made to their client’s specific interests and to the highest standards to enrich their experience of a world they know and love.

Hartley’s Safaris are looking forward to having you join them on one of their luxury safari holidays – be it a Zambia walking safari, a Botswana wildlife safari, a safari holiday in Tanzania or a luxury South African safari.

What is Eco Innovation?

Eco Innovation is a new concept that is focussed on businesses adopting new products, services and practices that have a lower impact on the environment. With the current climate change and global economic pressure on businesses to use less energy, businesses that are adopting eco innovation activities into their Corporate Social Responsibility Policy are finding the rewards of increased competitiveness in performance. Eco innovations therefore, are specifically focussed on reducing environmental impact and includes areas such as non-technological, social and institutional structures in business.

Based at the Nottingham University Business School, the project aims to study UK companies across all sectors and their eco innovation activities they are carrying out. The results of the survey will help towards understanding the levels of eco innovation investment in UK Business and also the drivers towards making the investment.

The Eco Innovation website aims to provide information on the environmental reduction activities and also to encourage UK companies to take part in an online survey to help understand your carbon foot print impact. There is also an event run by the Business School taking place on 18th May 2010 to help people understand the eco innovation drivers and policy.

Visit www.ecoinnovation.org.uk and see how your business can benefit from eco innovation activities.