Resources / Blog

Tips for Setting up Your Multilingual Website

Dec 29, 2015

The internet has become the primary method of communicating in the global economy and enabling cross-border commerce at an unprecedented level – making website translation an even greater priority. Research shows that even though English is the most commonly used language on the web, 75% of internet usage is in another language. Based on data from consumers in these non-English speaking markets, 52.4% said they wouldn’t buy from a website which is not in their native language. Additionally, 72.1% of international customers spend the majority of their time on sites in their own language. These statistics are a clear indication that in order to reach foreign audiences, you need to speak their language. Translating your website is a must, but before setting up your multilingual website, here are 3 important tips to consider:

  1. Domain Structure

When setting up your multilingual website, it is important to identify the URL structure for the different languages. There are several different methods you can try. The first, and most common, is to use country code top level domains. For example Amazon uses Amazon.de for Germany, and Amazon.co.uk for UK. The benefits of using country code top level domains is that you can target your audience in specific regions arounds the world.

The other option is creating separate sub domains for each language. For example, de.hello.com for Germany or us.hello.com for the US. The advantages of using separate sub domains is you can have a separate Google Webmaster Tools for each sub domain – which allows you to set geo-targeting. Geo-targeting allows you to determine the locations of a specific user and deliver specific content based on each user’s location.

The last way to structure your domain is putting the languages in a Sub Directory, for example www.hello.com/de. You can use webmaster tools for geo-targeting with this option as well.

We recommend using the country code top level domain to structure a multilingual website because having a local domain makes it easier for your site to come up in searches and vastly increases your discoverability in new markets.

  1. Keyword Localization

Incorporating the correct keywords on your website is critical for showing up in Google searches. Because keywords are highly determined by the culture and can vary greatly across regions, it is important to localize the keywords as opposed to just literally translating them. For example, most Americans will type in “pants” when searching for clothing, but customers in the UK would use “trousers”. Understanding these differences will help dictate what words should be present in your website’s content.

Researching and finding the correct keywords can be very time consuming, but your SEO efforts in foreign markets will have little hope of success without these efforts. If you are going to outsource this type of project, make sure that you’re Translations Company or SEO agency understands the importance of keyword research and can properly maximize this critical component in your target markets.

  1. General Website Layout and Design

The colors, images, and graphic content on your site can all play a big role when creating a multilingual website, impacting perceptions in specific markets. Make sure the graphics you use are culturally relevant and that there is no text embedded in any of the pictures. Also, be careful of symbols and icons that are used as each symbol can have drastically different connotations across cultures. Another thing that can be easily be overlooked are currencies, dates and units of measure. Make sure that each is localized and fits the specific region.

It is also important to keep in mind the direction in which your audience reads. For example, Arabic is read from left to right. Knowing this will most likely affect the positioning and layout of your website.

Your website is often your first point of interaction with a new customer and effective website translation & localization is key to ensuring a positive first impression and repeat business from global consumers.

Resources / Blog

Is Your Website Still Only in English?

Jan 08, 2015

Localization is about more than just entering a new market – it is about embracing the unique elements that make that unique market special and important. When a business engages an audience on a level that places its specific context at the forefront, they are showing a commitment to building the foundation necessary to provide the highest quality service or product for that market. When a business treats its new market like an afterthought, it can be sure that this market will reciprocate in kind.

Today, the internet has become the primary method of communication in the global economy, enabling cross-border connections at an unprecedented level and making localization an even greater priority. Research shows that 52.4% of foreign market consumers won’t buy from websites that are not in their language[1], and 72.1% of international customers spend most of their time on sites in their own language[2]. Even people who feel comfortable in the English language prefer to buy in their own language. 90% of Japanese respondents, 74% of French-speaking Canadians, 79.5% of Germans, 82.5% of Italians, 65% of Dutch respondents would rather buy in their native language[3].

These numbers reflect a wider trend where consumers worldwide are increasingly expecting a higher degree of personalization. It isn’t just about the ease of use, though this is certainly a key factor. Having the information in the language that a user speaks tells each customer that they are important and valuable to the brand. When you don’t take the time to translate your site, you are inherently saying that these languages and the markets where these languages are predominantly spoken are of lesser importance to you. A customer that feels that they are of lesser importance, is certainly less likely to utilize your service or buy your product. Customer satisfaction is key to successful business which is why Morningside puts a key emphasis on localization.

Despite our increasingly interconnected world, language remains a significant obstacle when trying to reach an international audience with your website. To achieve a true global reach, the largest and most successful companies are translating their website into multiple languages and localizing their message to each specific target audience. The bottom line is if your website is still in English only, make 2015 the year that you take your product or service global.

 

[1]http://www.business2community.com/online-marketing/how-translation-can-boost-your-websites-bottom-line-0354704#!A6N1m

 

[2]http://www.business2community.com/online-marketing/how-translation-can-boost-your-websites-bottom-line-0354704#!A6N1m

 

Resources / Blog

How to Lower Your Document Translation Costs

Jul 31, 2014

Document translation services are a regular need for companies doing business overseas, employing foreign language staff, or looking to target foreign markets. Machine translations and discount vendors rarely get the job done and it is very important to make sure that you invest the proper resources for professional translation services. With that said, there are steps you can take to cut costs significantly for document translation without sacrificing on quality.

1. Request Repetitive text discounts

Repetitive text discounts can help save your company a significant amount of money. For many document translation projects, there are sections or paragraphs that contain repeated content. Instead of having to translate the content multiple times, you can cut costs by speaking with your translation company about discounts for repetitive text where applicable. Many translation services provide discounts when translating two or more documents with significant sections of identical content, or if there are frequent repetitions within a single document. For website translation, there is often a significant amount of repetitive text and requesting discounts is a smart move.

2. Use Translation Memory

Translation Memory is a linguistic database that makes previous document translations more accessible for future work, and automates various translation-related tasks. It accumulates and stores all previous translations and “learns” from the translator so the same phrase or sentence won’t have to be translated twice.

For example, a company might need to add additional instructions or a new product to their manual or update their brochure. Instead of having to translate the entire document again, the translation memory tool would have already stored key terms from the previously translated brochure/manual content.

This can help lower costs and also ensure consistency in terminology and style across all product manuals and brochures.

3. Request conversions

Many document translation projects involve translating content into languages that are very similar. For example, Canadian French and European French, or Latin American Spanish and European Spanish. The main differences between the languages listed above relates to slang, spelling, and punctuation. In situations like these, a company would not necessarily have to translate an entire document into both languages–instead they could edit or “convert” the translation into the other language. By asking your translation company to provide a single document translation and then to convert that translation, you can help reduce translation costs.

You never want to sacrifice quality, but the above steps can allow you to get the best of both worlds – document translation services from a top-tier company at a reduced cost that will make you or your client happy. When using translation services, make sure to demand the following reductions to receive the most competitive price possible.

Resources / Blog

Helping Your Localized Website Translate

Mar 27, 2014

Website translation is extremely important for companies who wish to reach foreign markets and expand national trade. Translation can easily be done by copying and pasting your website into a free literal translation service online, but will it accurately explain your company? Beyond the obvious risk of grammatical errors impacting your perceived professionalism, neglecting the importance of cultural cues can be the difference between a website that succeeds and one that just doesn’t translate.

Enter website localization.

Website localization takes the translation process a step further by accounting for the particularities of a given target market. There are professional website translation and interpretation services who understand the importance of these nuances when relating to international customers, and they can do wonders for companies looking to expand globally. However, whether you choose to do it yourself, or you want to better interact with an outsourced provider, there are a few things to keep in mind.

Pick The Right Language:

Research shows that 52.4% of Foreign Market Consumers won’t buy from websites not in their language[1] and 72.1% of international customers spend most of the time on sites in their own language[2]. The good news is that 90% of online business is done in only 13 languages. The bad news is that if you choose the wrong one, you’re chances of penetrating that market are significantly reduced.

Few business people would enter a new country without taking the time to research the potential benefits its market offered. You may look at the hold competitors have, the size of the addressable market, or the amount spent on similar products. But just as important as knowing whether there are people who could potentially buy your product, is knowing how best to sell it to them. The first step in this process is knowing which language that industry speaks. Research the country you’re entering and see what language dominates the sector you’re trying to enter. Many countries are filled with a multitude of spoken languages, but there are generally a select few used in the business world. Knowing these in advance will make sure your efforts to localize aren’t in vain.

Correct Keywords:

Incorporating the correct keywords on your website is critical for SEO and has a major impact on localization success. Keywords are highly determined by the culture and can vary greatly across regions.  For example, most Americans will type in “Vacation” when searching for a resort, but customers in the UK would use “Holiday”. Understanding these differences will help dictate what words should be present in your website’s content.

Keyword research can be a painstaking process, but you’ll have little hope of succeeding without investing in it. If you are going to outsource this type of project, make sure that your provider understands the importance of Keyword research and has the capabilities to properly maximize this critical component.

General Website Layout:

The colors, images, and graphic content can all play a big role in website localization and how it is perceived by that foreign market. Make sure the graphics you use are culturally relevant and that you don’t have any existing materials that may be insensitive or offensive. It’s important to remember that many symbols are used across cultures, but can have drastically different connotations.

Color is another important factor to consider because it can have different meanings or associations. For example, in China white is the color of death and mourning, whereas the same is symbolized by purple in Brazil. Yellow represents sadness in Greece, jealousy in France, but means sacred to the Hindus.

Also, it is important to consider the direction in which your audience reads, depending on their language–whether it be from left to right, right to left, or top to bottom–as this will most likely affect the positioning and layout of your website.

Website translation will be a critical component to your localization efforts, but in order to maximize this opportunity you must consider its full impact. If you hire an interpretation service, make sure they are aware of these issues. If you decide to handle it internally, considering these factors can be the difference between a major victory or a missed opportunity.


[1] http://www.business2community.com/online-marketing/how-translation-can-boost-your-websites-bottom-line-0354704#!A6N1m

[2] http://www.business2community.com/online-marketing/how-translation-can-boost-your-websites-bottom-line-0354704#!A6N1m

Resources / Blog

Which Languages Should You Translate Your Website Into?

Jan 06, 2014

When it comes to website translation, we often get asked which languages provide the greatest ROI for website localization.  High-quality translations don’t come cheap, and clients understandably want to reach the broadest relevant audience without spending an arm and a leg.

So how do you choose the best languages for your website localization project? It depends on where potential consumers for your product or service are located. If you are localizing a game app for the iPhone, then a list of top countries for game downloads and revenue includes China, Japan, Russia, France, and Germany. Translating your app into the respective languages for those countries is a good place to start. Of course other considerations familiar to your sales and marketing team will also factor into the decision. Your product may have already made significant inroads in several foreign markets. It makes sense to expand on that by translating your website into the relevant languages. If your Google Analytics indicate that a significant percentage of your visitors are coming from non-English speaking countries, then translating your website into their native tongues is a no-brainer. 72% of online consumers spend most or all of their time on websites in their own language, so those foreign visits are likely to become longer and more frequent post-website translation.

But as a jumping off point, the top ten languages for Internet users (according to Internet World Stats) are as follows:

  1. English
  2. Chinese
  3. Spanish
  4. Japanese
  5. Portuguese
  6. German
  7. Arabic
  8. French
  9. Russian
  10. Korean

Website translation into the 9 languages on this list (assuming your content is currently in English) means that 82.2% of Internet users will be able to read your website. And given that online consumers are four times more likely to make a purchase on a website that speaks their language, localizing your website into some or all of these languages is a massive opportunity to increase both revenue and market share.