Net regulator the Internet Corporation for Assigned Names and Numbers (ICANN) have switched on the long awaited system which allows full web addresses to feature no Latin characters. This means the arrival international domains which can be written in scripts such as Arabic, Chinese and Cyrillic.

More than 20 countries have requested approval for international domains from ICANN in 11 different languages. In some parts of the world, such as Russia (where the ICANN approved Cyrillic IDNs in November last year), the registration of native character based domains has been going on for a while, and the launch means that millions of people will finally be able to type web addresses in their own language.

Egypt, Saudi Arabia, and the UAE are the first counties to have Arabic country codes that will look like this:

• Egypt: مصر
• Saudi Arabia: السعودية
• United Arab Emirates: امارات

“All three are Arabic script domains, and will enable domain names written fully right-to-left,” said Kim Davies of ICANN in a blog post.

When ICANN first announced its plans for non-Latin web names it said it was the “biggest change” to the net “since it was invented 40 years ago”.

“Over half the internet users around the world don’t use a Latin-based script as their native language,” said Mr Beckstrom at the time.

“IDNs are about making the internet more global and accessible for everyone.”

Source: http://news.bbc.co.uk/1/hi/technology/10100108.stm

By Anna Pearce, Oban Multilingual.

Singapore, which has the highest density of millionaires in the world, last week hosted the Audi Fashion Festival, a showcase of some of the world’s leading designers. Singapore hopes to join cities such as Paris and New York as a renowned fashion capital, and it could easily achieve this, as the city’s abundance of luxury malls attract people wanting to spend big from all over Asia.

“Western designers have realized there’s a great deal of money to be had in Asia and they can see that customers in China and India are moving very quickly toward becoming consumers of the very highest level,” Colin McDowell, creative director of the Audi Fashion Festival, told Reuters.

Consumers in prosperous Asian markets such as China and Singapore haven’t slowed down their spending on luxury goods since the recession unlike other parts of the world, and in a culture fixated on branding and image, the prosperous demographics are determined to spend on designer labels. Some designers have even reported that their biggest markets are in China.

With Asian markets showing so much potential, and with reports stating that the West are still slightly reluctant to splurge on luxury goods, designers and high end retailers might want to think about heading East, and with the Asian internet market being so promising, what better way to do this than online?

By Anna Pearce, Oban Multilingual SEO

Source: http://www.reuters.com/article/idUSTRE63S0TL20100429

According to the article, the phrase ‘Oh my Lady Gaga!’ is popping up all over Chinese blogs and forums, replacing their past fascination with the English phrase ‘Oh my God!’.

Other examples of English phrases creeping into China’s forums and blogs are the acronyms ‘LOL’ (Laugh out Loud) and ‘IMAO’ (In My Arrogant Opinion).

The trend is causing debate amongst linguists and government figures, some of whom believe that the influx of English terms on the internet could result in diminished use of the Chinese language. Others argue that taking on words and phrases from other cultures is a sign of being culturally aware and in touch with the modern world.

Certain English acronyms and words have already been restricted on television and in newspapers in China. The acronym NBA (National Basketball Association) now has to be pronounced in a Chinese ten syllable phrase, a bit of a mouthful for the sports commentators who follow Yao Ming, the Chinese basketball player who’s one of the NBAs biggest stars.

Source: http://www.timesonline.co.uk/tol/news/world/asia/article7103634.ece

• After recent changes, China’s biggest search engine, Baidu, no longer automatically ranks pages with an overly high keyword density above others. Before this the recommended amount was between 6-12%, it is now 3-4%.

• Baidu may be the major player in search in mainland China, however it is barely used in Hong Kong, so businesses should look at local search behaviours when targeting specific provinces of China.

• Unsurprisingly, Chinese search engines prefer sites hosted in China. Businesses would have more success in terms of SEO by getting hosted in China, or at least adopting a local domain i.e. com.cn.

The popularity of social networking sites in China is also a factor that needs to be addressed when it comes to marketing. One third of the 384 million domestic internet users are also regular SNS users. Again, locality is important. The top SNS sites in China are QQ and RenRen, and businesses are more likely to reach the Chinese demographic if they develop marketing strategies here than on the popular Western sites such as Facebook and Twitter.

A localised approach and a good understanding of search dynamics are essential to the success of websites in overseas markets. By adapting websites to improve SEO and SEM in China, UK businesses can open themselves up to the biggest online market in the world.

Oban Multilingual SEO Director Greig Holbrook

http://econsultancy.com/blog/5686-why-you-should-avoid-twitter-in-china

Hi everyone,

Hope you’re all doing well and looking forward to the upcoming holidays, whatever you celebrate.

Just wanted to let everyone know that Oban has finally unveiled its formerly top secret project on ITP.net, the Middle Eastern internet technology portal.

The project will reveal the various cultural reactions to tourism websites, and what influences them.

Results will be released in January 2009 to ITP.net.

Christmas is one of the most celebrated holidays in the world. But not everyone celebrates it in the same way. Indeed, not everyone celebrates it at all.

Internet sales in the upcoming holiday season have been predicted to grow about eight percent. While the number is low compared to last year’s 19 percent holiday season growth, it still looks better than the mere one percent sales growth expected in physical department stores.

With overseas online markets growing at an incredibly rapid pace, they deserve special attention. Brazilians, for example, have become some of the most active online shoppers in the world. In addition, last year saw 147 million Chinese buy products and services online, a number representing more than the total population of all but the world’s seven most populous countries. In less than two years, this number is projected triple. Add on to this e-sales figures in Russia, which doubled in 2007 to hit nearly £2 billion.

These are truly booming markets. And booming markets at Christmas time are dream markets.

Many e-commerce businesses like to dress their sites up at Christmas to add some holiday flare. Since Christmas is a time for buying and giving, it is important to encourage the holiday spirit. However, those targeting overseas markets should be wary of overly West-centric Christmas imagery.

December takes on different meanings to different cultures. Let’s look at how the holiday season varies according to certain countries, and how best to incorporate this into an online Christmas marketing strategy for overseas markets.

China

Beautiful paper lanterns are used as Christmas decorations in China. Though the Christian holiday is not an official national holiday, many Chinese enjoy getting into the ‘holiday spirit’. Santa Claus is played by a figure referred to as Dun Che Lao Ren, which means “Christmas Old Man”. But the main Chinese festival takes place toward the end of January. Known as Chinese New Year, but now officially called “Spring Festival”, it is a time when children receive new clothing and toys, ancestors are worshipped, and everyone eats luxurious meals. Bowls of oranges and tangerines are displayed during these holidays to symbolise wealth and good fortune.

Red is often seen at Christmastime in China, but not for the same reasons that red is so prevalent at the Western Christmas. In China, the colour red is associated with celebration.

Brazil

South of the border, Christmas takes place in the dead of summer. For this reason, Papai Noel (Father Christmas) wears silk clothing. According to Brazilian tradition, Papai Noel lives in Greenland. In the Brazilian nativity scene, shepherds are replaced by shepherdesses and there is a gypsy who attempts to steal baby Jesus. Festivities go on in Brazil until January 6th, which is known as Three Kings Day.

Russia

The Russian orthodox Christmas is not celebrated until January 7th, which is 13 days after Western Christmas. St. Nicholas was the traditional Russian version of Santa Claus. He was, however, replaced during the Soviet regime due to the suppression of religion. The figure who took his place was Grandfather Frost, who is the Russian spirit of winter. Grandfather Frost brings gifts on New Year’s, which became a more celebrated holiday than Christmas. He is accompanied by a Snowmaiden, who helps him distribute the gifts. Baby Jesus is also a very popular image in Russia at Christmas.

India

Christmas Day in India is called ‘Bada Din’ (Big Day) in Hindi, and is a national holiday in India. During the holiday, people from all religions will often join their Christian friends to make the most of the joyous celebrations.

Not surprisingly, the holiday season is celebrated very differently across the subcontinent. In southern India, Christians light clay lamps on the rooftops and walls of their houses, in the same way Hindus decorate during the Diwali Festival in October. Christians in the plains decorate mango or banana trees at Christmas time. They also sometimes decorate their houses with mango leaves. Hectic shopping takes place during Bada Din as everyone buys new clothes and exchanges gifts for the Christmas festivals.

The Czech Republic

In the Czech Republic, the Santa Claus figure is known as Svaty Mikalas. He is believed to climb down to earth from heaven on a golden rope along with his companions, an angel and a whip-carrying devil.

Many Czech children believe that baby Jesus, who enters their houses through the window, brings Christmas gifts to them. Unlike Santa Claus, baby Jesus is a rather abstract figure with no particular physical image attached to him, and no one knows where he lives. He does, however, receive wish list letters from Czech children before Christmas.

Spain

The Spanish enjoy celebrations on Christmas Day, New Years, and Three Kings Day (January 6th). While the Christmas celebration is very similar to ours, New Years has some interesting traditions. Firstly, Spanish people believe that wearing red underwear on New Years’ Eve brings good luck. Secondly, they eat 12 grapes (one for each chime of the clock) at midnight, which they believe will start the year with happiness.

As can be expected, Three Kings Day celebrates the Wise Men (los tres Ryes Magos) with nativity scenes (still and live). Many Spanish children receive their presents on this day, which they believe are brought by the Wise Men. Some children, however, are even luckier and receive presents on both Christmas Day and Three Kings’ Day.

Germany

Many Germans believe that the Christ child appears as an angel called Christkind. German children leave letters for him on the windowsills. Christkind sends a messenger on Christmas Eve called Christkindl. Christkindl is a beautiful fair-haired girl with a shining crown of candles who pays a visit to each house carrying a basket of presents.

Advent wreaths are put tables with four candles in the centre. One candles is lit each Sunday with the last one lit on Christmas Eve. Little dolls of fruit are traditional German Christmas toys.

Iran

Christmas in Iran is called the Little Feast. A great fast is observed starting December 1st until the 25th, during which no meat, eggs, milk, or cheese is eaten. This is observed as a time peace and meditation, when church services are frequented. The boys and girls of Iran do not tend to believe in Santa Claus, and they do not usually exchange gifts at Christmas. However they do receive new clothes, which they wear during the Christmas week.

Internationalising your Christmas e-marketing strategy

If you want to take advantage of the ‘holiday spirit’ in your international customers, it’s a good strategy to incorporate their cultural holiday traditions. For example, a site aimed at Chinese customers could make good use of the colour red. Those targeting Brazil or Spain would do well to continue their Christmas marketing strategy until January 6th, while those targeting Russia might not even want to start their Christmas marketing until the beginning of January, keeping with the later date of Russia’s Christmas. German-targeted sites might incorporate the Christkind and Christkindl imagery.

There is, of course, much more to Christmas holiday traditions than the summaries incorporated into this article. Some further research into your target markets could reveal some key Christmas marketing tools.

Good luck and happy holidays from your global SEO friends at www.obanmultilingual.com.

Just wanted to let you all know that Oban has been asked to edit the SEO and Paid Search page for the tourism and hospitality management online publication Victoo.

We’ll be keeping it updated regularly with loads of interesting international search marketing news and tips for the travel industry.

We’ve just had a new article published now from our MD Greig who talks about the future of search marketing for tourism and hospitality.

Do let us know if there is any particular topic in this area that you would like to read about.

Cheers!

Kaila

European online retailers ready for language challenge

By Greig Holbrook

Recently The Retail Bulletin reported that many business websites are ill-equipped to deal with cross-border e-commerce.

This article looks at multilingual online retailing could help these businesses deal with this challenge, and even thrive.

Nearly two-thirds of European retailers say they are ready to carry out transactions in more than one language. However, only one third of EU consumers say they are willing to purchase goods and services in another language, according to the European Commission’s Eurobarometer report.

This means that the time is ripe for multilingual online retailing.

Many retailers choose not to sell their products in countries other than their own. For those who do, markets in other countries can provide additional welcome revenue streams. Overcoming language barriers is one of the key challenges to tapping into new international demand.

However, simply translating a website is not the answer to unlocking this potential. In order to rank well on that culture’s local search engines, sites much be optimised with the keywords that the consumers are most likely to associate with the product.

Keywords in other languages will be different from those in English. This means that the most popular English keyword for a particular product may not necessarily be so popular when translated into the target language.

Nappy retailers take note: german searchers use the term ‘kinder diaper’ for nappy, mixing both German and US English. Of note to tourism retailers: Indians use the term ‘LHR’ (London Heathrow) to look for destinations and information regarding the UK.
“Online retailers can simply be invisible to large numbers of potential customers if their websites are not optimised for particular search language and behaviour, says Greig Holbrook, Managing Director of Oban Multilingual, a specialist company focussing on international search engine optimisation. “They could be missing enormous sales opportunities as a result.”

It is also important to note that search behaviour differs in different countries. For example, Chinese people tend to search using ideas and concepts more than concrete phrases. Russian searchers will commonly type English sounds in Cyrillic. For example, “business travel” would often be written in Cyrillic but would sound English when pronounced phonetically.

Knowing the various forms of search behaviour in the target country helps solidify a cross-border internet marketing plan.

Multilingual SEO cannot create new markets; there must be a demand for the products or services on offer. And of course an online retailer has to be able to fulfil orders internationally. But global retail websites which are optimised for each market are key to success in capturing and maintaining new business in a globalising marketplace.

Travellers on Tape

Oban’s short documentary about online travel search behaviour surprised even them.

It’s their most visual endeavour to put a human face on global search. Oban Multilingual’s short video, filmed in England’s capital, captures international travellers at their most candid.

Oban conducted interviews with individuals from over 40 countries. The Oban team wanted to find out how the travellers were using the internet to search.

The team was surprised to have not found the answers they expected. But after a careful review of the footage, the light bulb went on.

The video is available to watch at www.faceofglobalsearch.com.

The ending reveals the paradoxical conclusion that emerged after a long day of interviews.

While you’re at the site, check out the Face of Global Search game. There’s only two weeks left to throw your virtual suitcase around to win prizes.

Make sure to play soon or you’ll miss out on the £250 travel voucher draw.

Oban looks at global search methods

Friday, June 27, 2008

Kay McLellan

Oban Multilingual has released a preview of its Face of Global Search competition results, revealing how people search online for their holidays.

Just over a month into gathering information, the competition, in partnership with EyeForTravel, has had entrants from over 40 countries, many of whom say they search online in languages other than English. Languages named included Spanish, French, Chinese, Danish, and Dutch amongst others.

The Face of Global Search site presents users with a flash game where, to get to the next level, they must answer a question on how they search online. The Oban team is also heading out to talk to people with camcorder in hand to ask about their online travel searches, with video responses to be posted soon, furthering the competition’s goal of putting a human face on global search.

The entrants have shown a diverse range of travel destinations. While one in ten are off to Spain on their next holiday, China has also proved popular.

Google has also come out top as the website people go to for travel advice, the multilingual search agency said, with TripAdvisor second and Alibabuy third.

The competition runs until July 23, with results of the survey out in August. Those who complete the game go into the draw to win £250 of travel vouchers, while those that don’t finish will still get the chance to win a second and third prize of £150 and £100 in travel vouchers.