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SEO Essentials for Global Brands
by Benjamin B. Sargent, December 30, 2016, 6 Pages View abstract 
More than 90% of customer journeys begin with search. SEO-generated visits achieve higher conversion rates than other digital lead sources. Yet many international brands tell us their implementation and processes for SEO remain unorganized and half-hearted . . .
 
Top 100 Ranking of Global Brand Websites
by Benjamin B. Sargent, November 30, 2016, 7 Pages View abstract 
This brief ranks the 100 most global brands for 2016, based on CSA Research’s annual study of global websites. This year we assessed 2,657 sites. Based on that analysis, we identified 58 best practices for global customer experience (CX). Then we . . .
 
Expanding Global Customer Experience
Best Practices from 150 Companies with 25 or More Languages
by Benjamin B. Sargent, Rebecca Ray, November 16, 2016, 52 Pages View abstract 
Global brands seek to maximize return on research and development, product design, and brand investments. As customer acquisition and engagement become increasingly digitized, these companies must reliably deliver content in dozens of languages and channels, . . .
 
Mobile-Forward Design for Global Websites
by Benjamin B. Sargent, August 31, 2016, 7 Pages View abstract 
The small screen is here to stay. Today, you're only as good as your 320-pixel wide display. This research re-evaluates mobile-oriented brand websites and identifies an emerging trend we call mobile-forward design. This approach surfaces a single customer . . .
 
Global Website Assessment Index 2016
by Benjamin B. Sargent, Donald A. DePalma, July 29, 2016, 61 Pages View abstract 
Digital operations require increasing complexity and larger budgets as brands launch content-driven campaigns across a greater number of channels, countries, and languages. Marketing and digital production teams need hard data for building business cases . . .
 
What to Do When It’s Time to Drop a Language
by Rebecca Ray, February 29, 2016, 7 Pages View abstract 
Translation and localization managers are skilled at adding languages and locales for their products and services, documentation and support, and web and mobile sites (see "Adding Languages to Websites - It Gets Easier," Jan14). However, decommissioning . . .
 
Simplifying Multilingual Content Production with ITS 2.0
by Arle Lommel, January 31, 2016, 7 Pages View abstract 
Global enterprises require efficient and cost-effective localization of XML content, but achieving this goal can be challenging due to the variety of forms XML can take. While HTML content is easier to localize, it often has its own complexities. The . . .
 
Eight Areas Where You Can Help Clients Improve ASO
by Rebecca Ray, January 26, 2016, 7 Pages View abstract 
Most of us still discover and download mobile apps based on app store searches. These stores operate, by default, as global distribution channels opening access to 155 territories on the iTunes App Store and almost all countries on the planet via Google . . .
 
Mobile App Localization
How LSPs Can Help Buyers Localize More Mobile Moments
by Rebecca Ray, Hélène Pielmeier, January 26, 2016, 44 Pages View abstract 
Companies in all industries build apps to support their businesses, which presents up-selling opportunities for language service providers (LSPs). These include: 1) handling higher content volumes and additional languages, and 2) offering add-on services . . .
 
Lessons from Travel Companies for Supporting Global CX
What Other Industries Can Learn
by Rebecca Ray, Hélène Pielmeier, October 30, 2015, 49 Pages View abstract 
Travelers visit 22 sites on average before booking accommodations and contribute more than 80 entries to TripAdvisor every minute. CSA Research analyzed how travel and leisure (T&L) companies leverage multilingual content to support global customer experience . . .
 
Millennials around the Globe
How Audience Age Affects Global Content Strategy
by Donald A. DePalma, Rebecca Ray, September 30, 2015, 62 Pages View abstract 
The generation born between 1980 and 2000 has captured the attention of marketers, economists, and sociologists around the world. This report analyzes the online language behaviors and preferences of Millennial consumers in 10 non-Anglophone countries . . .
 
Finding Revenue in Under- and Over-Served Languages
by Benjamin B. Sargent, September 25, 2015, 8 Pages View abstract 
For buyers and sellers of translation services, global market position is increasingly tied to an expanding number of human languages in the global digital marketplace. Comparing the opportunities of language with the competition for attention in those . . .
 
Eight Tips for Localized App Store Optimization (ASO)
by Rebecca Ray, August 28, 2015, 6 Pages View abstract 
Most of us still discover and download mobile apps based on app store searches. These stores operate, by default, as global distribution channels opening access to 155 territories on the iTunes App Store and almost all countries on the planet via Google . . .
 
Global Website Assessment Index 2015
Languages and Social Networks on the World’s Most Prominent Websites
by Benjamin B. Sargent, Donald A. DePalma, July 31, 2015, 76 Pages View abstract 
Product managers, international marketers, and C-level executives often seek justification for the cost of adding or maintaining languages for online content and social media. Conveying the brand in more languages correlates positively to a range of success . . .
 
Global Mobile App Development
Best Practices for Mobile App Localization
by Rebecca Ray, Benjamin B. Sargent, May 29, 2015, 53 Pages View abstract 
With a billion tablets already online and four billion smartphones predicted to be in use worldwide by 2017, mobile is the next frontier for companies to implement and fine-tune the global customer experience (CX). However, mobile phones represent more . . .
 
Six Questions to Ask When Rethinking Linguistic QA
by Rebecca Ray, January 01, 2015, 3 Pages View abstract 
Linguistic quality assurance (QA) continues to be an evergreen topic for buyers of translation and localization services. It remains a frequent source of schedule delays and eats up large portions of language outsourcing budgets. If you are currently . . .
 
What Should We Localize, and How Deep Should We Go?
by Rebecca Ray, November 03, 2014, 5 Pages View abstract 
Revenue from emerging markets represents sizable chunks of total revenue for many companies nowadays. The nature of documentation is changing as more and more of it is accessed through the cloud and made available via mobile. At the same time, localized . . .
 
How to Help Your Clients Deal with Rogue MT
by Donald A. DePalma, August 20, 2014, 5 Pages View abstract 
Common Sense Advisory’s survey of 239 translation buyers found that most worry about website visitors’ use of free online machine translation. Our survey of 3,002 consumers revealed that most use free MT when they visit English-language websites . . .
 
Indonesian, Malaysian, and Filipino as Online Languages
by Benjamin B. Sargent, June 04, 2014, 6 Pages View abstract 
Indonesian, Malaysian, and Filipino are state-sponsored languages imposed in the twentieth century that attempt to bridge ethnically and geographically diverse populations. The intent was to achieve a unified national language for education and media . . .
 
Content-Based Marketing Is the New SEO
by Benjamin B. Sargent, April 30, 2014, 2 Pages View abstract 
In old-school search engine optimization (SEO), the idea is to use meta keyword and description fields on every page. In new-school SEO, keyword research still retains its relevance, but its role has changed. Rather than back-filling keywords into content . . .
 
The Top 100 Global Websites for 2014
by Benjamin B. Sargent, March 31, 2014, 7 Pages View abstract 
Since 2008, Common Sense Advisory has ranked global websites by examining language coverage and ease of use for geolingual visitors – guests arriving from other countries or speaking a language other than the default offered by the site. This year, . . .
 
Optimizing Global Customer Experience
Auto-Navigation, Meta-Navigation, and Content Filtering on Global Websites
by Benjamin B. Sargent, Vijayalaxmi Hegde, March 18, 2014, 39 Pages View abstract 
How quickly and painlessly guests find country and language appropriate content will determine the success or failure of customer experience on global websites. When the controls available on the website encumber or confuse, visitors leave before accomplishing . . .
 
Can't Read, Won't Buy
How Translation Affects the Web Customer Experience and E-Commerce Growth
by Donald A. DePalma, Robert G. Stewart, Vijayalaxmi Hegde, February 21, 2014, 59 Pages View abstract 
If you read English natively, you have enjoyed the best of the web since its creation. Content in this language has dominated the medium for nearly two decades while companies have catered to Anglophone markets and the enormous spending they generate . . .
 
Adding Languages to Websites – It Gets Easier
by Benjamin B. Sargent, January 31, 2014, 3 Pages View abstract 
Common Sense Advisory has long found that companies are able to add languages more quickly once they reach a critical mass. This observation was anecdotal, based on interviews with practitioners. Now we have solid evidence. New data shows a direct correlation . . .
 
The Rise of Long-Tail Languages
by Benjamin B. Sargent, December 31, 2013, 5 Pages View abstract 
In ongoing research covering the economic value of online languages, Common Sense Advisory documents the dramatic rise of long-tail languages (see “World Online Wallet Shifts toward Asia in 2010,” Sep10; “ROI Lifts the Long Tail of . . .
 
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