Why Build A Multilingual Website And How

As a multilingual marketing agency based in Cape Town, South Africa, we often get quizzed about multilingual website options. A multilingual or multi language website is a website which features several languages and therefore attracts a variety of target markets outside South Africa. A well positioned multilingual website potentially allows access to lucrative markets and assists lead conversion. Foreign language recruitment agencies, business process outsourcing companies, international e-commerce companies, tour operators and tourism companies are just some of the sectors that benefit from multilingual websites.

We have looked at the pros and cons of different multilingual website options based on the following criteria:

  • Professional translations of content: Content should be easy to read and understandable in all languages.
  • Multilingual SEO: Websites should incorporate country specific keyword research and link building, so each different language can feature in search results with their different language version.
  • URL structure: Language websites should allow for separate URLs.
  • Maintenance: Multilingual websites should be easy to maintain

At One Click Media, we can’t stop raving about WordPress Websites. The WordPress Content Management system is one of the leading content management systems worldwide. In fact, according to ManageWp’s latest research, 74,6 million sites depend on WordPress. Besides, there are 29000 WordPress plugins available to users, with awesome functionalities. WordPress is a good starting point to any website development task.

Ok enough praise. Here are your top three multilingual website options to attract international website visitors and ultimately make the circle of paying clients bigger.

Multilingual WordPress Website: MLWP

Turning a website into a multilingual master piece is straight forward with the help of popular WordPress plugin: WPML (WordPressMultiLingual). Here are the pros and cons at a glance.


Hosting: Hosting all language versions on one domain saves you monthly hosting costs.
Here is an example of what your domains will look like:

The English version of your website: www.site.com
The German version of your website: www.site.com/de
The Italian version of your website: www.site.com/it

Registration: Hosting all language versions on one domain saves you international domain registration fees.

Search Engine Optimisation: You can target country specific niche keywords with high search volume and low competition.

Country/Language Recognition: A useful and recommended function in WPML is the automatic recognition of the language of the visitor browser. WPML automatically displays the matching translated pages.

Positive Spill Effects: You can benefit from positive spill effects, e.g. if your www.mydomain.com gains traffic your www.mydomain.com/de benefits too

Updates: Plugins and software can be comfortably updated through one web interface.


Cost: You usually pay extra for a multi language plugin such as the WordPress’ WPML plugin

Complex: Handling a multilingual admin backend with different language options can be overwhelming and confusing

Developing Websites On Separate Language Domains

The second option is to register domains for each language and manually translate the content of each domain. Again there are pros and cons to this.


No keyword dilution: Keeping each language completely separate on its own domain prevents any crawler confusion as to which keywords the website should be listed for. Plus you can target country specific niche keywords with high search volume and low competition.

Country specific email addresses:  Running languages on separate domains, you are able to set up country specific email addresses which might be handy if you are running big operations in each country.

Straightforward WordPress admin backend: Keeping each language on a separate domain keeps the WordPress admin backend simple.

Branding: Separate country domains are good for branding, as they tell visitors immediately that the business is focused on a specific country.

Geotargeting: Country domains are internationally targeted (previously called geo-targeting) to the country, meaning, for example, that .fr websites receive a ranking boost from France and .de websites receive a ranking boost from Germany.


Hosting: Hosting each language on its own domain will raise the bill of your hosting account. Here is an example of what your domains will look like:

The English version of your website: www.site.com
The German version of your website: www.site.de
The Italian version of your website: www.site.it

Registration: Featuring each language on a separate domain requires you to register, you guessed it, different country domains. This can be easy and straight forward if you are a resident of this country, but complicated if you are not.

Monitoring & Reports: You will need to monitor separate google analytics accounts for each domain

SEO: You are not able to use positive SEO spill effects: Even if you have a website that appears top in the search results in English, there’s no guarantee that if you translate it into French or German (for example) that the foreign versions will perform as well.

Software updates: More maintenance in terms of software updates.

The Google Translate Widget

Google translate is considered the best online tool for translations but replaces by no means a professional manual human translation.


Time: You save time on manual translations and set up.


SEO: Potentially harmful for your SEO, since there is no provision for language specific meta tags.
Readability: Bad readability. Google translate is one of the best computer-aided translations out there. Its often struggling with complex sentences and simply cannot replace a human translation.
URLs: Lack of country specific URLs. This makes sharing of country URLs difficult and hinders link building.

An accurate website translation, even though it requires more effort will generate far better results than a standard translation that ignores these crucial elements. Thorough keyword research and link building need to be part of the multilingual website development.

We specialise in multilingual marketing. Should you need a website aimed at the overseas market featuring multiple languages please contact us.

Rainbow Facebook Emoticon

How do I get the Rainbow Facebook Emoticon

How do I get the Facebook response with the rainbow flag?

You might have seen it: This month (June 2017) you can not only “like” with the standard emoticons on Facebook, but also with a rainbow flag. But why are the others using it and you can’t get the rainbow emoticon? How do you get the full range of Facebook emoticons?

First things first, why is there even a rainbow flag emoticon on Facebook?

Seeing we are the rainbow nation, many of us might think the rainbow emoticon was specifically launched for multi-cultural South African Facebook users. However, Facebook has introduced the rainbow flag globally as a reaction to celebrate LGBT (Lesbian, Gay, Bisexual, Transgender).

In fact, Facebook announced the new emoticon in a post published at the beginning of the month: “We believe in building a platform that supports all communities. So we’re celebrating love and diversity this Pride by giving you a special reaction.” The new Facebook reaction emoji will be available throughout the month of June.

How do I get the flag now?

This is easier than you think: Mark the LGBTQ Facebook page with “Like”: LGBTQ@Facebook
Now refresh your page or restart your app and you can also react with the rainbow flag!

Cool, thanks what now?

Share the wisdom with others! Tell your friends about it – I bet everyone is happy about this tip!
You have already discovered it: This month (June 2017) you can not only “like” with the standard reactions on Facebook, but also with a rainbow flag.

Do you need help with your social media marketing, please contact us.

Content Marketing

The Top 9 Trends in Content Marketing 2017

First the good news: The number of content marketers, which claim their content marketing efforts are effective, has increased in the last year from 30 to 63%.

But: Most of the shares and likes in content marketing fall upon a few big players, who dominate their respective subject online. The rest is struggling relatively aimlessly and planlessly. At the same time, consumers have less time and higher expectations of the content marketing with which they are supposed to interact: the attention span is short and the offer is overwhelmingly large. Accordingly, only those who produce the best content on their topic will continue to do so.

How to succeed with your content marketing in 2017, you will find in our overview over the 9 largest content marketing trends:

1. More Effectiveness

While some experts predict that many businesses will abandon content marketing because they simply do not achieve the desired success, this opens up more opportunities for those who professionalize their content marketing. Only 37% of B2B content marketers have a documented content strategy, 17% have none. SEMRush also published in July 2016 that half of the sites surveyed had SEO errors such as duplicate content and missing ALT tags.

There is room to grow strategically and technically, even though 93% of the companies are already using content marketing! To make content marketing more professional and, above all, more effective, will be the main occupation of marketers in 2017 – e.g. With content repurposing, more targeted use of niches and better marketing of the produced content.

2. More quality

In today’s content inflation, it is difficult to attract attention and stick out of the sea of content. That’s why it will be essential for content marketers to look beyond the boundaries of the generic 500-word articles and to create REALLY helpful content – and also to market blog content successfully in order to achieve results. The motto is quality before quantity, and Long Form Content before Clickbait! It also goes from content creation to real content marketing. Instead of using the content only for acquisition, we will focus on 2017 to serve and maintain existing visitors and customers with the best possible content. The focus will be on the distribution and promotion of the created content.

3. More staff

In 2017 50% of companies will have created their own vacancy for content marketing. At the same time, the struggle for talents among the suppliers will intensify: Texts and designers, who really understand content marketing, can look forward to more offers and higher fees.

There will be more budget, more jobs and more need for Content Marketing 2017 – because companies are not only planning more output, but also better content that delivers more ROI (Return of Investment). Only those who can combine talent and technology in 2017 will be successful with content marketing.

4. (Live) video

The marketing guru Guy Kawasaki gave in response to the question of the 3 most important trends in content marketing 2017: live video, live video and live video. Video is the Megatrend for 2017. After all, 74% of the traffic 2017 will be in video form! And after YouTube belongs to Google, video content (incidentally also on Facebook) is favored and thus contributes to greater reach.

85% of marketers said in a study of the Firebrand Group that they have experienced positive ROI of video content. According to HubSpot, videos are also consumed most attentively! Live video via Facebook Live or Snapchat also offers the advantage that no production costs are incurred: simply press the recording button, and off you go! This also ensures the necessary authenticity, which brings us to the next big trend:

5. The Human Factor

85% trust content from other people more than that of brands. Every fan, customer and employee is therefore a mini-influencer! Content Marketing will be even more personal, human and direct in 2017. This includes:

• Storytelling (telling stories in marketing)
• Employee Advocacy (employee as brand ambassador)
• User-generated content (branded content created by fans)
• Influencer Marketing (Cooperations with Blog & Social Media Stars)
• Purpose-driven marketing (marketing for the good cause).

In particular, Influencer Marketing is currently being pushed because it promises an up to 11 times higher ROI than traditional advertising.

6. Paid Social & Promotion

2016 was called the year of the adblockers. In the fight for the user’s attention, Native Advertising will continue to play an increasingly important role. And also with the reality of PaidSocial and PaidPromotion, we will have to accept the following: Facebook ads and advertising for content is somewhat paradoxical – after all, content marketing was originally the counter-movement to classic advertising, but it works!

7. Visual and interactive content

We know that visual content is a good thing to do. Content must now also be specially prepared for Snapchat, Pinterest, Instagram and Co. In 2017, however, we will produce even more content types that should be as interactive as possible: instead of in the form of a blog article, the content shows up more and more often as a video, webinar, quiz, game, configurator, calculator, workbook or presentation. The content does not always have to be an evergreen, but may also be short and transient (like a snapchat video or an Instagram story) – the main focus is attention-grabbing and the user is involved.

8. Personalization and niche content

A generic, non-saying blog article for broad target groups soon no longer gets anybody searching for their reading glasses. Deepening content, which not only scratches the surface, is now helping companies to differentiate themselves from the competition Based on solid data, the content becomes more valuable to individual target groups, which may not have such a large volume but a much higher commitment.

In the context of marketing automation and lead generation, extremely tailor-made offers are now being created for small sub-target groups, which solve a special problem for a particular readership. Internet users know that we have their demographics, and increasingly expect us to use them to provide them with a personal experience – the so-called content experience.

And: After the e-mail has been torn down for many years, Newsletter Marketing is currently undergoing a renaissance and is currently the most effective tool to turn prospective customers into paying customers.

9. AR, VR, IoT and AI

No, there is no letter soup exploded: this is about the most future-oriented technologies. Although Augmented and Virtual Reality may not yet have penetrated the market in 2017, it is worthwhile to keep these possibilities in the back of your mind in the future.

The hype around Pokemon Go has shown in 2016 that the users are ready for new technologies. Virtual home visits are just as common as 360-degree videos of hotels and resorts. The Internet of Things and Artificial Intelligence will also fundamentally alter the way we produce and distribute content. Machine learning will also improve the tools we use in content marketing and improve the results.

Exciting times ahead! Contact us to discuss your customised content marketing solution.

Got a website? What now.

According to Inc. more than half of small businesses don’t have websites.

“It’s just ridiculous,” says Jim Blasingame, small business author and radio show host. “Every small business needs a website. Period. Non-negotiable.”

Let’s say you belong to the visionaries, Jim would be proud of, what should be your next steps to feature in the digital landscape and generate leads? Because this is what we all ultimately want, right?

1. Google search results

The first question you should ask yourself is: Does my website feature on Google’s hot pages? Where is my website when typing in relevant keywords (remember hardly anybody is typing your business name into Google)?

If you’re looking to boost your website’s Google listing, you’ll want to do some keyword research first. Keyword research helps you to find out which keywords most of your potential customers are typing into Google. The Google Adwords tool suggests keywords for your industry and search volume for that keyword. It will also tell you how many competitors compete for the same keyword. Knowing this you can adjust the content and meta data of each and every page on your website.


Every small business needs a blog. Besides providing a way to engage with potential clients, it also brings more search traffic to your website.

There are tons of websites that remain unchanged each day. But, as a quality search engine, Google likes to feature content which is updated frequently. Google recognises websites with fresh new information by giving that content higher
placement when users search for related topics.

While the pages on your website feature in search results for certain keywords, blog posts give you the opportunity to be Google listed for completely different keywords. Let me give you an example. We offer online marketing support for small businesses – so we craft helpful blog posts about “10 things to consider when getting a website”, “best SEO tricks for small businesses” and “best social media platforms to promote your guest house” and so on.

Guess what is likely to happen when someone searches for “things to consider when getting a website”? You guessed it—if you’re blogging on a regular basis, let’s say every 1-2 weeks there’s a good chance that Google features your posts and consequently your website in search results.

3. Google maps and local search

For local businesses, a strong online marketing effort requires an investment in local directories and maps.

This basically means, at the very least you want to have a marker on Google maps, featuring a correct address. Like this Google Maps allows your company to pop up when people search for a service in their neighbourhood or places they’re planning to visit.

4. YouTube

For those of you who didn’t know, Google owns Youtube. This alone should get you going to create a company video or basic helpful how to videos.

According to Animoto, 1 in 4 customers lose interest in a company if it doesn’t have a video on the website.

YouTube is free and there is affordable video animation software to get you started, Powtoon, Goanimate, Animoto to name a few.

5. Social Media

Now, why should small businesses have social media marketing in the mix? It’s time-consuming and you never got a single customer through your Facebook profile? Because of the way content spreads virally, even to people who are not directly following you. It’s important for lead generation, to get your brand name out there and for credibility.

Research shows when customers discover a business that they know very little about they often check recent updates on social media.

In fact, 63% of consumers who search for local businesses online are more likely to use businesses with a social media presence (Ballihoo).

Deciding, which social media networks will bring you clients depends entirely on your industry. For some small businesses, visuals are more important than for others. Small businesses in the tourism and interior design industry want to post anything from guests watching sunsets on the wooden deck of your guest house, to stylish loft living rooms, using the right hashtags of course. For those kinds of businesses, we are having very good results with Instagram and Pinterest.

Of course, the objective of social media marketing is to make money. Let’s say you are a local restaurant running a mother’s day special. With Facebook, you can get the message out there, by targeting specific groups, such as daughters in your area between the ages of 25 and 40.

After all, people spend more than 30% of their time on social channels where content can be shared, according to a study by AOL and Nielsen.

6. Reviews

During our first meeting usually, right at the start (we haven’t even swapped names yet), small business owners tell us that they don’t need a website because they get all their business through word of mouth.

We fully agree word of mouth is important. So important in fact that

88% of customers have read reviews to determine the quality of a local business. 39% read reviews on a regular basis and only 12% do not read reviews (Search Engine Land). Everything has gone online these days, word of mouth is no exception. We hope you feel inspired to dive deeper into the possibilities of online marketing. If you need help with any of the above, please contact us. We specialise in online marketing for small businesses.