90% of people prefer to browse the web in their native language

Any business targeting expats–whether it’s a huge multinational or a web start-up–faces the hurdle of multiple languages. Chances are your customer base reads at least a little English, but it probably isn’t their language of choice.

Consider the findings of the 2006 book Can’t Read, Won’t Buy, which showed 90% of shoppers wanted access to online information in their native languages. A 2011 EU survey found the same holds true today: 90% of Europeans prefer to browse the web in their mother tongue.

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David Mercer tackled the question of whether it’s better to blog or run a forum on Business Insider. Blogs and forums are like bread and butter to the expat business, allowing companies to target expat communities with highly specific information and build business by word-of-mouth. They also help boost visibility in the SEO rankings:

conventional wisdom dictates that a blog is the best way to build up a decent body of highly engaging, relevant and SEO enhanced content, over time. This is certainly true and blogs have proven their worth time and time again.

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