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5 Strategies for Marketing Your Foreign Language Ecommerce Website

5 Strategies for Marketing Your Foreign Language Ecommerce Website

    In my last two articles for Lifehack, I looked at why small ecommerce businesses should embrace the foreign language internet, and the tricks companies need to look out for when selling overseas on foreign online marketplaces.

    This time, I’d like to delve into the five simple strategies you need to employ on an ongoing basis to make sure that your foreign language ecommerce website is performing in the search engines.

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    Let’s say that you’ve done your research online using a tool like Google’s Global Market Finder, and you’ve identified an overseas market where your product or service might have a customer base.

    You’ve had your website content professionally translated and localized, your website set-up has been optimized for its new markets (navigation, design, etc) , you’ve researched the top performing keywords for your product in the target language and used them to optimize your content, and you’ve launched your new site on a subdomain off your main site, or better yet, its own country-code Top Level Domain.

    Now how do you get your site to appear in the high traffic top three results on Google (or the local equivalent) for your chosen keywords? Here’s how:

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    Link-building

    The number one way to climb the search results for your chosen keywords is to build links to your website using your keywords as the anchor text. The key here is that quality is more important than quantity – a few links from editorial websites with high Alexa rankings will be far more valuable than a bunch of links from low value directories or unrelated blogs.

    The best way to build links is to engage native speaking PR and copywriting experts, who understand how to contact the editors of relevant industry websites in the local internet to pitch expert content, and can then write that content and optimize it with your keywords.

    Ongoing Keyword Research

    Keywords are not static – search trends are constantly changing across all languages. So while you may be doing well for your main keywords for which you’ve been building links, you also need to have your search specialists monitoring the performance of your top keywords and identifying new ‘long-tail’ keywords in the target language which are generating significant traffic.

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    New Optimized Content

    But what do you do with these new keywords once you’ve found them? It’s not always feasible to add a new static page to your website for every new keyword opportunity, bulking it up until your site becomes a misshapen Frankenstein monster with pages tacked on all over, like the New York subway of websites.

    This is where a blog on your foreign language website will come in handy – not only does it keep your content ticking over and fresh, but you can also use posts to address new keyword opportunities.

    Paid Search

    Paid Search is the best way to get to the top of the search results immediately, and to test the performance of your chosen keywords, with a guaranteed return on investment (since you only pay per click). Your multilingual search specialists should use your paid search campaigns to monitor the performance of your top keywords, as well as testing out new opportunities.

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    Social Media

    Last, but certainly not least, is social media – and while it’s near impossible to calculate social media marketing’s ROI, online businesses simply can’t afford to ignore social media in the 21st century. You should set-up profiles on the popular social networks in your target country (Facebook and Twitter are good bets, but local champions such as Qzone in China and Orkut in Brazil are also important) and keep your profiles updated regularly (several times a week at least) with useful, engaging, correctly translated content. Videos, competitions and other interactive content is particularly good!

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    Small Business Ideas for Going International 5 Tips for Taking Home Businesses to the Retail Worldwide 5 Strategies for Marketing Your Foreign Language Ecommerce Website

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    Last Updated on August 6, 2018

    20 Google Search Tips to Use Google More Efficiently

    20 Google Search Tips to Use Google More Efficiently

    Millions of people use Google search every day for a variety of reasons. Students use it for school, business people use it for research, and millions more use it for entertainment. But most people may not be using Google search to its full potential.

    Want to use Google search more efficiently and get the search results you want quickly? Here are 20 Google search tips and tricks to maximize your search efficiency:

    1. Use the tabs

    The first tip is to use the tabs in Google search. On the top of every search are a number of tabs. Usually you’ll see Web, Image, News, and More. Using these tabs, you can help define what kind of search you need to do. If you need images, use the Image tab. If you are looking for a recent news article, use the News tab. It’s rudimentary and most people use the tabs already. If you are not, then it’s highly recommended to get associated with them. They can cut search times dramatically if utilized properly.

    2. Use quotes

    When searching for something specific, try using quotes to minimize the guesswork for Google search. When you put your search parameters in quotes, it tells the search engine to search for the whole phrase. For instance, if you search for Puppy Dog Sweaters, the engine will search for content that contains those three words in any order. However, if you search “Puppy Dog Sweaters”, it will search for that phrase exactly as you typed it. This can help locate specific information that may be buried under other content if not sorted out correctly.

    3. Use a hyphen to exclude words

    Sometimes you may find yourself searching for a word with an ambiguous meaning. An example is Mustang. When you Google search for Mustang, you may get results for both the car made by Ford or the horse. If you want to cut one out, use the hyphen to tell the engine to ignore content with one of the other. See the example below.

    • Mustang -cars

    This tells the search engine to search for mustangs but to remove any results that have the word “car” in it. It can be wildly helpful when finding information about something without getting information about something else.

    4. Use a colon to search specific sites

    There may be an instance where you need to Google search for articles or content on a certain website. The syntax is very simple and we’ll show you below.

    • Sidney Crosby site:nhl.com

    This will search for all content about famous hockey player Sidney Crosby, but only on NHL.com. All other search results will be removed. If you need to find specific content on a particular site, this is the shortcut you can use.

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    5. Find a page that links to another page

    This Google search tip is a little obscure. Instead of searching for a specific page, you’re searching for a page that links to a specific page. Think about it this way. If you want to see who cited a New York Times article on their site, you would use this trick to find all the sites that link to it. The syntax is below.

    • link:nytimes.com

    That will return all pages that link to the New York Times official website. The URL on the right side can be practically anything. Be aware, though, that the more specific it is, the fewer results you’ll get. We know not a lot of people will likely use this Google search trick, but it could be very useful for some.

    6. Use the asterisk wildcard

    The asterisk wildcard is one of the most useful ones on the list. Here’s how it works. When you use an asterisk in a search term on Google search, it will leave a placeholder that may be automatically filled by the search engine later. This is a brilliant way to find song lyrics if you don’t know all the words. Let’s look at the syntax.

    • “Come * right now * me”

    To you or me, that may look like nonsense. However, Google search will search for that phrase knowing that the asterisks can be any word. More often than not, you’ll find they are lyrics to The Beatles song “Come Together” and that’s what the search will tell you.

    7. Find sites that are similar to other sites

    This is a unique one that could be used by practically everyone if they knew it existed. Let’s say you have a favorite website. It can be anything. However, that website is getting a little bit boring and you want to find other websites like it. You would use this trick. Below is the syntax.

    • related:amazon.com

    If you search that above, you won’t find a link to Amazon. Instead, you’ll find links to online stores like Amazon. Sites like Barnes & Noble, Best Buy, and others that sell physical items online. It’s a powerful Google search tool that can help you find new sites to browse.

    8. Use Google search to do math

    As a college student, I can attest that I use this one rather frequently. Google search can actually do math for you. This is a rather complex one to describe because it can be used in so many ways. You can ask it basic questions or some more difficult ones. It is important to note that it won’t solve all math problems, but it will solve a good number of them. Here are a couple of examples of the syntax.

    • 8 * 5 + 5
    • Planck’s Consant

    If you search the first one, it’ll return 45. It will also show a calculator that you can use to find answers to more questions. This is handy if you need to do some quick math but don’t want to do it in your head. If you search the second term, it will return the number value of Planck’s Constant. So it can do math, but it can also help you solve math problems by showing values for known mathematical terms.

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    9. Search for multiple words at once

    Google search is flexible. It knows you may not find what you want by searching only a single word or phrase. Thus, it lets you search for multiples. By using this trick, you can search for one word or phrase along with a second word or phrase. This can help narrow down your search to help you find exactly what you’re looking for. Here is the syntax.

    • “Best ways to prepare for a job interview” OR “How to prepare for a job interview”

    By searching that, you will search both phrases. Remember the quotes tip above? It’s being used here as well. In this instance, these two exact phrases will be searched. It can be done by word too, like the example below.

    • chocolate OR white chocolate

    This will search for pages that have either chocolate or white chocolate!

    10. Search a range of numbers

    Searching for a range of numbers is another tip we don’t anticipate a lot of people using. The people that do use it, though, will probably use it quite a bit. People interested in money or statistics will find this tip particularly useful. Essentially, you use two dots and a number to let Google search know you’re looking for a specific range of numbers. Like the syntax below.

    • What teams have won the Stanley Cup ..2004
    • 41..43

    In the first instance, the search will toss back the team that won the Stanley Cup in 2004. The two dots with only one number will tell the search that you don’t need anything before or after 2004. This can help narrow down searches to a specific number to improve search results. In the second, Google will search for the numbers 41, 42, and 43. It is obscure, but wildly useful if you happen to need to search for numbers like this.

    11. Keep it simple

    Now we’re getting into the general tips. Google search knows how to search for a lot of things. What this means is you don’t need to be too specific. If you need a pizza place nearby, use this to search.

    • Pizza places nearby

    Google search will grab your location and deliver a variety of results about pizza places that are near you.

    12. Gradually add search terms

    There will come a time when Google search doesn’t shovel out the results you expect. In this instance, keeping it simple may not be the best option. As Google itself suggests, the best method is to start with something simple then gradually get more complicated. See the example below.

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    • First try: job interviews
    • Second try: prepare for job interviews
    • Third try: how to prepare for a job interview

    This will gradually refine the search to bring you fewer, more targeted terms. The reason you don’t go straight from the first try to the third try is because you may miss what you’re looking for by skipping the second step. Millions of websites phrase the same information in a number of different ways; using this technique lets you search as many of them as possible to find the best info.

    13. Use words that websites would use

    This is a very important one. When people use Google search to hunt the web, they generally search for things using the same language that they would use for speaking. Unfortunately, websites don’t say things the way people do; instead, they try to use language that sounds professional. Let’s look at some examples.

    • “I have a flat tire” could be replaced by “repair a flat tire.”
    • “My head hurts” could be replaced by “headache relief.”

    The list goes on and on. When searching, try to use terminology you would find on a professional website. This will help you get more reliable results.

    14. Use important words only

    The way Google search works is to take what you search for and match it with keywords in online content. When you search for too many words, it may limit your results. That means it may actually take you longer to find what you’re looking for. Thus, it is apropos to use only the important words when searching for something. Let’s see an example.

    • Don’t use: Where can I find a Chinese restaurant that delivers.
    • Instead try: Chinese restaurants nearby.
    • Or: Chinese restaurants near me.

    Doing this can help Google find what you need without all the clutter. So remember, keep it simple and use important words only.

    15. Google search has shortcuts

    A number of commands can be entered to give you instantaneous results. Like the math example above, Google can immediately give you the information you need that is displayed right at the top of the search results. This can save time and effort so you don’t have to click a bunch of bothersome links. Here are a few examples of some commands you can enter into Google.

    • Weather *zip code* – This will show you the weather in the given zip code. You can also use town and city names instead of area codes, but it may not be as accurate if there are multiple area codes in the city.
    • What is *celebrity name* Bacon Number – This is a fun little one that will tell you how many connections any given celebrity has to famed actor Kevin Bacon. The popular joke, Six Degrees of Kevin Bacon, is that no actor is more than 6 connections away from Kevin Bacon. Mark Zuckerberg has a Bacon Number of 3.
    • The math example posted above is another one.
    • What is the definition of *word* or Define: *word* – This will display the definition of a word.
    • Time *place* – This will display the time in whatever place you type in.
    • You can check any stock by typing its ticker name into Google. If you search for GOOG, it will check the stock prices for Google.

    These quick commands can take a web search that is usually multiple clicks and condense it into a single search. This is very helpful for information you need repeatedly.

    16. Spelling doesn’t necessarily matter

    Google search has gotten a lot smarter over the years. These days, you don’t even need to spell words correctly. As long as it’s pretty close, Google can usually figure out what it means. Here are some examples.

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    • If you search “Nver Gna Gve Yo Up” Google will automatically assume you mean to search for “Never Gonna Give You Up.” If by chance your misspelling was intentional, Google gives you the option to search for the misspelled term instead.

    This trick is great if you happen to forget how to spell something or are not altogether sure how something is spelled. It can also be helpful when searching for obscure words. This applies to capitalization and grammar as well.

    17. Use descriptive words

    Pretty much everything can be described in multiple ways. Take our namesake, the “life hack.” The terminology “hack” refers to a computer programmer breaking security on a network or system. However, when used in conjunction with the word “life”, it alters the meaning to tips and tricks people can use to improve their lives. If you have trouble finding what you’re searching for, keep in mind that people may search or define what you need in a different way than you do.

    • You may search “How to install drivers in Ubunut?”
    • When you really mean “Troubleshoot driver problems Ubuntu.”

    There really isn’t a good specific example for this one. If you search for something and you can’t find an answer, try asking the same question using different words and see if that helps the results.

    18. Find a specific file

    An often forgotten feature of Google search is the ability to search for a specific file or file type. This can be infinitely useful if you need a specific PDF or PowerPoint file that you previously viewed or need to use for another project. The syntax is quite simple.

    • *Search term here* filetype:pdf

    In the above example, you simply replace the search term with whatever you’re searching for. Then use the filetype command and enter the extension of any file type you can think of. This can mostly be useful for scholarly purposes, but business presentations and other assorted presentations can benefit from this kind of search as well.

    19. Money and unit conversions

    Google search can quickly and accurately convert both measurement units and currency value. There are a variety of uses for this, like checking to see the conversion rate between two currencies. If you happen to be a math student, you can use it to convert from feet to meters or from ounces to liters. Here’s how to do it.

    • miles to km – This will convert miles to kilometers. You can put numbers in front to convert a certain number. Like “10 miles to km” will show you how many kilometers are in 10 miles.
    • USD to British Pound Sterling – This will convert a US dollar to British pounds. Like the measurements above, you can add numbers to find exact conversions for a certain amount of money.

    It’s true that this tip is geared toward math students and international business people. However, you’d be surprised how often these tips are used by regular people.

    20. Track your packages

    Our last trick is to use Google search to find out where your packages are. You can enter any UPS, USPS, or Fedex tracking number directly into the Google search bar, and it’ll show you the tracking information about your package. This is much easier than going to the specific sites, waiting for them to load, then searching for your packages there. No examples are really needed for this one. Just type your tracking number in and see where your package is.

    Google Search wrap-up

    Google search is a very powerful search tool. Using the tips outlined above, you can find anything and everything you could ever need on the World Wide Web. Whether it’s avoiding Wikipedia for a school essay project, finding the latest stock prices, or even finding song lyrics, there is a way to make Google search work for you.

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