Tapping into the foreign-language Internet

Written by: Phillip Nones

If your business sells products or services internationally, one MarComm tactic you may not have focused on is the foreign-language Internet.

And you wouldn’t be alone.  Many firms overlook this, leaving potential sales dollars on the table in the process.

Why?  Due to lower competition for keywords and domain names – and less published content overall – the multilingual web offers lucrative opportunities for companies to increase their search engine visibility and bolster sales in overseas markets.

Here are a few facts that underlie the positive dynamics of foreign-language Internet strategies:

  • Only about a quarter of all Internet users are located in North America.  More than 40% are in Asia … 25% are in Europe … and 10% are in Latin America.
  • The English language accounts for about 30% of all online use.
  • More than half of all web searches are in done in languages other than English.

Companies savvy enough to tap into this opportunity can experience great results from their foreign-language web presence.  But it’s important to develop these websites efficiently, using techniques that avoid having to build each one from scratch.


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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team