It is crucial to understand that localization is a far more involved process than straightforward translation to begin understanding it. To effectively adapt to regional demands and convey a message that is consistent in tone and content across numerous languages, it takes more than simply language. It comprises an in-depth analysis of the target community’s culture.
Online traffic is now equally as diversified as in the real world, thanks to an expanding global internet user population and infrastructure. Social media platforms must constantly localize their material for a greater reach and influence globally because users from diverse groups and cultures interact with them.
Continuous localization entails modifying a website or other digital product for a new location. Although the phrase is frequently used synonymously with translation, it refers to much more. It entails editing content while taking local laws and cultural norms into account yet maintaining the company’s look and brand integrity.
You can forget about issues for which you might lack time and expertise, thanks to the assistance of reliable website localization services. Keep an eye on how the website is localized while concentrating on your duties.
There are some pros and cons of website localization:
Con: Managing Multicultural Teams Spread Across Multiple Time Zones
Translators local to the market area can better comprehend your customers and how they make purchasing decisions. They can translate your material more effectively as a result. Most of those who translate your stuff is not even authorized to be in your nation.
In this situation, it is wise to locate a reputable translation agency to save time and avoid dealing with multiple suppliers in multiple loops. The person overseeing teams and resources and reporting on the status of the localization process will be your point of contact, typically a translation project manager.
Multilingual teams spread across several time zones have been coordinated by localization corporations for years. Additionally, operating the production after your regular working hours enables operation while you are even sleeping.
Con: Reviewing Keywords in Multiple Languages at Once
It takes research to find keywords that will make it easier for clients to find you online.
Some distinguishing qualities of your product might not be appealing to local consumers. Therefore you should replace these keywords with ones that will drive visitors to your website. In this situation, research should also be considered in addition to keyword optimization and done separately for each language.
Of course, this is not what you do. There are various ways to accomplish this, for instance:
- You might employ a freelance translator who speaks each language to look up and improve keywords;
- If your marketing team is familiar with the market preferences for the localized material, you can assign them this responsibility;
- You can also request that your website localization project’s scope include this service from your localization services supplier.
Con: Multiple, complicated projects to manage
It takes careful planning and preparation to translate your website into other languages simultaneously. Naturally, there is much work and many gaps to fill before it can be done well.
Keep in mind that the content must first be translated into other languages. You must consider all regional legal and cultural requirements, including money, payment options, return policies, etc.
The multilingual website must adhere to regional text formatting conventions, such as using regional special characters or right-to-left text formatting.
The backend must be prepared to support multilingual content, and you must choose how you want the language versions to be presented to users. Fortunately, if your backend and translation software are integrated, the project execution process can go smoothly.
Proper integrations speed up your process and let you manage multilingual changes. Remember that a website is a living thing that necessitates more modifications than you might know now.
Pro: Premiere of One Global Product
By launching your website in several languages, you may simultaneously make the same material available to consumers worldwide.
Managing a global marketing campaign on social media, for instance, becomes more superficial. Instead of watching advertisements, 70% of online shoppers find out about businesses from articles like blog postings. Compared to paid advertisements, it is less expensive. Simply giving your local bloggers access to the fully localized items as soon as they go live is all that is required. Users from other countries want access to products simultaneously, as Americans do.
They want the same opportunity to be the first to buy your new product, review it on their blogs or social media pages, and be one of the influencers promoting your brand’s marketing strategy.
Pro: Improved SEO
Your multilingual website produces multilingual SEO simultaneously in multiple languages. Making sure that your website is accessible on search engine results pages requires the use of search engine optimization (SERPs). Your website will be accessible to a broader audience by appearing in the search engines of all these markets.
In other words, any traffic you receive from either language version will raise your site’s overall search engine position. As it is obvious which languages you are offering the material in, it also aids search engines in understanding your website. This affects how you appear in Google’s local search results.
Recently, the digital world has seen numerous website localization examples from giant corporations. Let’s look at how one of the most well-known brands, Nike, localizes its website for specific countries!
It’s hardly unexpected that Nike, one of the most well-known sporting companies in the world, can preserve its reputation and significant market share without changing the website’s overall layout throughout several iterations. However, Nike has a specialized adjustment to match the demand and interest of regional audiences regarding sensitive national features.
Nike has done a fantastic job of localizing its website for users worldwide. First, Nike’s “language tunnel” on its homepage is simple to use, effective, and visually appealing. After choosing a region, users are presented with a list of available countries. A drop-down menu with several language choices is available in some nations. For instance, Canada offers the choice of English or French. Otherwise, a nation’s native tongue will be utilized.
From here, viewers are sent to Nike pages tailored to that nation or region, not just in terms of language but frequently in terms of targeted marketing material.
A few years ago, upon closer examination, the Nike Brazil website showed the Euro 2016 champions, Portugal, and some translated language from the primary US counterpart. Additionally, the group was visible on practically all other website iterations.
Despite being the country hosting Euro 2016, France’s website version did not experience this. Why? As the tournament’s runners-up, the French public will probably want to stay away from any images celebrating their failure. Of course, a massive company like Nike will want to steer clear of any potential controversy in this market. This intriguing instance of website localization examples made the point that expanding the site’s language without taking the style into account could seriously harm a brand’s reputation and image.
Final thought
Website localization is a must nowadays. You have to do that if you want to reach new markets, help your potential customers with your product and services, and increase your income. Find the best localization services for your project and start your path to success worldwide.
