How Retailers Can Cross Borders
When companies adopt machine translation, they often sync their multilingual search engine optimization before their expansion efforts even begin. Many of the same SEO principles retailers use in the U.S. apply internationally. There are, however, some differences. In China and Russia, for example, Google isn't the preferred search engine. Marketers in those regions need to familiarize themselves with the algorithms of local leading search engines.
For many reasons, this is an attractive time for online retailers to expand their marketing efforts to other countries. To do so successfully, brands need the right mix of people, knowledge and technology.
Liz Elting is co-founder and co-CEO of TransPerfect, a provider of international multilingual translation and interpreting services.