Creating a World-class Translation Strategy
- 1. Creating a World-class Translation Strategy Jose Palomares, Venga Global Adam Busbin, CMS Engineer, Ingeniux
- 2. Why do I even need to translate? • Visitors stay twice as long on a website if it is in their language • 90% of all searches are performed in a user’s native language • 4x more likely to purchase if content is in their own language • Only 3.5 countries of 18 with the highest e-commerce penetration use English as their main language • Demonstrates that you care about/know your customer • Soft/hard compliance requirements might apply
- 3. So how does localization work? Localization Types Machine Translation Human Transcreation Copywriting
- 5. Identifying your global footprint What is your current target audience? What is your desired target audience? Where do you want to be?
- 6. Create Categories and Phases • What: Do you need to translate the whole site or only parts of it? • Define the necessary pages / levels • Identify content and assets that need to be translated • Select which countries / regions to target • Define which languages are required • Define which products / services will be offered in which region
- 7. Align Categories and Phases Phase Pages Additional Content Territory Language Products / Services Phase 1 Level 1 None Americas Latin American Spanish, French Canadian All Phase 2 Level 1-2 Videos, PDFs Americas Latin American Spanish, French Canadian Simplified Chinese, Hindi All
- 8. Create a Content Matrix Tier Pages Additional Content Territory Language Products / Services Phase 1 All Pages Video, PDFs Japan Japanese All Phase 1 All Pages Video, PDFs China Traditional Chinese / Simplified Chinese All Phase 2 Level 1-2 None France French No Xbox, Windows Phone, Entertainment Phase 2 Level 1-2 None Brazil Brazilian- Portuguese No Surface, Xbox Phase 3 Level 1 only None Egypt Modern Standard Arabic All Phase 3 Level 1 only None German German No Xbox, Windows Phone, Entertainment
- 9. Perform Cultural Analysis • Analyze elements for cultural appropriateness • Numbers and dates • Colors • Culturally local expressions • Calls to action • Brand-specific expressions • Historical/political views
- 10. Plan for Multilingual SEO Multilingual SEO is not straight translation • Direct translation may be accurate but not what people are searching for. Make sure you are consistent with culturally local expressions • Example: The keyword “weekend getaways” may work perfectly in the US, but in the UK, users are most likely to search for “weekend holiday” or “city-break” instead It usually needs to be researched in- country
- 11. Challenges of localization So, what are the challenges? • Making the site multilingual • Getting the content out and then back in • Handling updated content • Keeping languages in sync • Validating the content • Helping users find the content
- 12. Get Everyone Together • Introductions and kick-off meeting • Introduce both internal and external team members • Review and agree upon the statement of work (SOW) • Align expectations • Determine communication policies • Review the workflow and plan • Satisfy everyone’s curiosity
- 13. Establish Update Strategy • Deciding when and how you update your multilingual site is important • Having no update plan can create confusion, increase costs and augment turnaround time.
- 14. Keep Things In Perspective COSTS Content creation vs. Translation REVENUES One audience vs. Many
- 15. Ingeniux Worldview • Ingeniux Worldview Solution • Standard locale support • Ingeniux supports all .Net standard cultures • Supports custom localization (es- us, de-be) • Language smart copy
- 16. What is new with v10 Version 10 Asset Support Assets are now content too Assets support all the same language-related operations as pages, components, and other content in Worldview Smart copying assets Local targeting Easy tracking and management in Translation Manager