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Using your Website to Increase International Sales Joel Reynoso U.S. Department of Commerce U.S. Commercial Service December 4, 2009 Atlantic City, NJ What we will discuss today Are folks using the Internet overseas? Should I register my website overseas?

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using your website to increase international sales

Using your Website to Increase International Sales

Joel Reynoso

U.S. Department of Commerce

U.S. Commercial Service

December 4, 2009

Atlantic City, NJ

what we will discuss today
What we will discuss today
  • Are folks using the Internet overseas?
  • Should I register my website overseas?
  • Should I Localize or Internationalize my website?
  • How do search engines rank my website?
  • Should I pay to rank higher?
  • What are customers saying about my products?
  • What are common methods of payment overseas?
  • How do I protect myself against fraud?

Using Your Website for International Sales

slide4

World Internet Penetration

World Internet Penetration Rates

2008

2007

Asia and Europe have much greater undeveloped potential than the US

Using Your Website for International Sales

slide8

Proactive Promotion

Most popular search site

in China

Most popular search site

in S. Korea

Using Your Website for International Sales

a word about website registration
A Word About Website Registration
  • Register your name in the country where you will do business
  • Some countries require a firm to have a presence in that country before they can register their domain name there. That can be their law firm’s address in many cases. Other countries don’t require a local presence. A firm should protect their website address by remembering to register it in the countries they expect to do business with, as well as the other extensions such as .com, .net, .org, etc. (EVEN IF YOU HAVE NOT YET STARTED DOING BUSINESS THERE)
  • Most web browsers will default to .com when searching for websites when the search word is a company name. registerating use .com as well, if they have registered a .net address.
  • You can find the country extensions at http://www.iana.org/root-whois/index.html.
  • Every country may have separate and additional procedures, follow local rules.

Using Your Website for International Sales

market your certifications
Market your Certifications

Using Your Website for International Sales

international formats and standards

Simple Enhancements

International Formats and Standards

Hiro Watanabe Trudi Hecht

C-207 1-19-25 Oude Gracht 621

Ikki-Machi 1381 X2 Weesp

Aizu-Wakatsu City The Netherlands

Fukushima 765

Japan

  • Address formats differ globally:
    • Free text for postal codes – at least 12 digits
      • Some countries don’t use, many combine letters and numbers
    • Allow for longer lines
    • Allow for multiple last names & titles
    • Always include country and city field
    • Allow for any number of digits in phone numbers
    • Request that no abbreviations be used

Using Your Website for International Sales

online forms for international inquiries
Online Forms for International Inquiries

Using Your Website for International Sales

slide15

Website Localization

Best practice!

Again, consistency is key!

Using Your Website for International Sales

things that affect your search engine rankings
Things That Affect Your Search Engine Rankings
  • Content is KING (Keywords on the page itself)
  • Inbound Links – from other websites
    • - Particularly from credible websites
  • Location

Abusing the use of the first 2 things can get you barred from results on search engines.

Search engines used to use the Meta Keywords tag to rank sites, but that was way back in the 90's.

    • webmasters would stick anything and everything into Meta Keywords.
    • search engines got a lot better at figuring at what pages were about on their own -- as well as which pages were the best matches for a given search.

Using Your Website for International Sales

slide17
How Search Engines find you (Compass Wire Corp.) http://www.webmaster-toolkit.com/search-engine-simulator.shtml

Using Your Website for International Sales

american instants results by location
American Instants Results by Location

Using Your Website for International Sales

slide19

#1 in Brazil

#10 in Mexico

#10 in Argentina

Using Your Website for International Sales

the value of links to search engines
The value of links to search engines

Using Your Website for International Sales

link appeal http www webmaster toolkit com link appeal shtml
Link Appeal: http://www.webmaster-toolkit.com/link-appeal.shtml

Using Your Website for International Sales

google blogging neostrata
Google Blogging Neostrata?

Using Your Website for International Sales

paid placement vs organic search
Paid Placement vs. Organic Search

Using Your Website for International Sales

credit card fraud
Credit Card Fraud
  • In 2006, 1.1% of all orders online were fraudulent (for U.S. based merchants)
  • Outside the U.S., the rate of fraud gets higher. U. S. merchants reject one in every nine international orders for "suspected fraud."
  • In 2007, 3.6 percent of the orders U.S. merchants shipped outside of the country were later categorized as fraud
    • Cybersource, http://www.practicalecommerce.com/articles/720-Credit-Card-Fraud-How-Big-Is-The-Problem-

Using Your Website for International Sales

new level of scam
New Level of Scam

Using Your Website for International Sales

background check on foreign firms
Background Check on Foreign Firms

Using Your Website for International Sales

what can you do
What Can You Do?
  • Don’t ignore your international customers on your website!
    • Small changes need not be costly
  • If you are getting international business through your website now, what would happen if you were to do online marketing in a market or region?
  • Talk to your foreign distributors and reps as to what works in their market
  • Protect your website name and brand overseas
  • Seek advice from a wide range of experts!!!

Using Your Website for International Sales