5 problems companies face with website translation


2019-07-24 05:00 insight video interpreting


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Once a company begins to expand internationally it’s crucial that their brand messages, company values, services and/or products are showcased in the right way and this is achieved through high quality website translation. Serving a global market online entails dedication and commitment to understanding the needs of each new territory as operating translated websites requires more people, expertise and effort than most in-house teams can provide. Web users are up to four times more likely to purchase from a site that communicates in their own language so it is vital to get the translation right. The key issues that most companies encounter once they have decided to translate their website can be split up into 5 areas… Quality Perhaps the most common problem that companies face is their translation being done to a poor standard. This may not necessarily mean obvious wording errors or spelling mistakes throughout the translation, it could mean the translation has not been localised for its target audience. Localisation is a key part of the translation process as it ensures the content translated is culturally appropriate for target markets. For example, if a company’s potential customers in Mexico speak Spanish this does not mean the process is as simple as translating the existing website into Spanish. It is important to make sure the website is culturally appropriate for the Mexican audience by localising words, phrases, images and terms of address to make sure they are in line with what the Mexican audience expect. Compatibility The next key issue companies face is finding technologies that properly support multilingual websites. A business needs a solution that will allow it to upload its content to be translated easily and one that can cope with website changes and won’t be susceptible to failure. This is essential for making sure the content can be sent off for translation efficiently. If your business has a WordPress website then WPML is a great plugin to get the content translated. You can simply select which pages or sections you want translating and upload them to your language service provider who will translate the content for you. WPML then puts the content back in the right place which is much easier and efficient for both parties. Optimisation Another problem companies usually encounter is once they’ve had their website translated they realise it hasn’t been optimised, resulting in less traffic to the site which isn’t productive if you are trying to grow your business in that foreign market. Many companies make the mistake of thinking they can just use Google Translate for tasks such as translating keywords, but they don’t realise that the keywords for their product/service may be a completely different word or phrase for their foreign market. The same goes for SEO titles and meta descriptions. Meta descriptions usually cause problems for translators as they have a character limit. This means that simply translating the meta description word for word won’t work for languages like German where the words are longer. The meta description, along with the other SEO elements, will need to be reworded in a way that still makes sense and still contains the relevant keywords needed for optimisation. If your company website has already been translated then you will have to pay for an SEO specialist who is fluent in your target language, to optimise your foreign website. Maintenance Once the website has been fully translated, localised and optimised that must be the end of the website translation process? Many companies think this is the case but unfortunately, it isn’t. To ensure the website always performs to its best capabilities it will need continual competitor research, site audits and maintenance. The translated version should mirror the updates and activity that is carried out on and for the domestic site. Just like the domestic site needs assistance from social media, blog content and press releases in order to generate more traffic, the translated site will need all of this too. All of this content will, therefore, have to be translated, localised and optimised as well as the website in order to maximise company reach and engagement in the new market. However, what is posted on the domestic social media channels and blogs may not be relevant to a foreign audience so you will need someone who is creating separate content for the foreign site. Cost All of the common problems listed above will all ultimately contribute to this final problem…cost. If your company hasn’t used a professional language service provider and the website comes back without being localised or optimised this will result in the costs being higher as you will have to waste time and money fixing these issues. Some companies take one glance at a professional language service provider and think they are too expensive but the truth is you pay for what you get. Surely it’s better to pay slightly more initially for your website translation if it means the process will run smoother, quicker and will produce higher quality content that is effective as soon as it is used? After identifying these common problems that companies face when getting their website translated, it’s not all bad news. They can all be easily avoided by using the right website translation provider. Your provider should firstly translate then localise the website, whilst optimising it thoroughly throughout the translation and localisation process. The best use superior proxy-based technology that can be used with any tool, handle any site and read any programming language to make the whole translation process easier for both parties. Your provider should use native professional translators which will provide you with thorough, and brand-perfect, translations for your online and multi-channel content, all around the world. This provider should be Language Insight.
一旦一家公司开始在国际上扩张,其品牌信息、公司价值、服务和/或产品以正确的方式展示是至关重要的,这是通过高质量的网站翻译实现的。在线服务全球市场需要奉献精神,并致力于了解每个新领域的需求,因为运营翻译网站需要比大多数内部团队更多的人员、专业知识和努力。 网站用户从一个用自己的语言进行交流的网站购买的可能性高达四倍,因此正确翻译至关重要。大多数公司在决定将网站翻译后遇到的关键问题可以分为五个方面… 品质 也许公司面临的最常见的问题是,他们的翻译标准很差。这并不一定意味着在整个翻译过程中出现明显的措辞错误或拼写错误,这可能意味着翻译没有针对目标受众进行本地化。 本地化是翻译过程的关键部分,因为它确保翻译的内容在文化上适合目标市场。例如,如果一家公司在墨西哥的潜在客户使用西班牙语,这并不意味着这个过程就像将现有网站翻译成西班牙语一样简单。重要的是确保网站在文化上适合墨西哥观众,通过本地化的词语,短语,图像和地址条款,以确保他们符合墨西哥观众的期望。 兼容性 公司面临的下一个关键问题是找到适当支持多语言网站的技术。企业需要一种解决方案,该解决方案将使企业能够轻松上传其内容,并且能够应对网站变化,并且不容易失败。这对于确保内容能够被有效地发送到翻译中是至关重要的。 如果您的企业有一个 WordPress 网站,那么 WPML 是一个很好的插件,使内容得到翻译。您可以简单地选择要翻译的页面或部分,并将它们上传到您的语言服务提供商,后者将为您翻译内容。然后 WPML 将内容放回正确的位置,这对双方来说更容易和有效。 优化 公司通常会遇到的另一个问题是,一旦他们将网站翻译成文字,他们就会意识到网站没有得到优化,从而减少了网站的流量,如果你想在国外市场拓展业务,网站的流量就不会很高。 许多公司犯了错误,认为他们只能使用谷歌翻译等任务,但他们没有意识到他们的产品/服务的关键字可能是一个完全不同的词或短语的外国市场。 SEO 标题和元描述也是如此。元描述通常会给翻译带来问题,因为他们有一个字符限制。这意味着简单地为单词翻译元描述词不适用于像德语这样的语言,这些语言的长度更长。元描述以及其他 SEO 元素将需要以一种仍然合理的方式重新排序,并且仍然包含优化所需的相关关键字。如果您的公司网站已经被翻译,那么您将需要支付一个 SEO 专家谁是流利的目标语言,以优化您的外国网站。 维修保养 一旦网站被完全翻译,本地化和优化,这必须是网站翻译过程的结束?许多公司认为这是事实,但不幸的是,事实并非如此。 为了确保网站始终发挥其最佳能力,它将需要持续的竞争对手研究、网站审计和维护。翻译版本应反映在国内网站上进行的更新和活动。正如国内网站需要社交媒体的帮助,博客内容和新闻稿,以产生更多的流量,翻译网站也需要所有这一切。因此,所有这些内容都必须经过翻译、本地化和优化,以及网站,以便最大限度地扩大公司在新市场的影响力和参与度。然而,国内社交媒体渠道和博客上发布的内容可能与外国受众无关,因此您需要为外国网站创建单独内容的人。 成本 上面列出的所有常见问题都将最终导致这个最终问题…成本。 如果您的公司没有使用专业的语言服务提供商,并且网站回来时没有本地化或优化,这将导致成本更高,因为您将不得不浪费时间和金钱来解决这些问题。有些公司只看一眼专业的语言服务提供商,认为他们太贵了,但事实是你为你所得到的东西付费。当然,如果这意味着这个过程将更顺畅、更快,并且一旦被使用,就会产生更高质量的内容,那么最初为你的网站翻译支付更高的费用会更好吗? 在确定了公司在网站翻译时面临的这些常见问题之后,这并不是所有的坏消息。通过使用合适的网站翻译提供商,它们都可以很容易地避免。您的提供者应该首先翻译然后本地化网站,同时在整个翻译和本地化过程中彻底优化它。最好使用高级的基于代理的技术,可以与任何工具一起使用,处理任何网站和阅读任何编程语言,使整个翻译过程更容易为双方。您的提供者应该使用本地的专业翻译,这将为您提供全面的,品牌完善的翻译,您的在线和多渠道内容,在世界各地。 这个提供者应该是语言洞察力。