Many multinational companies have a number of websites, one for every country where they do business. As you might imagine, most companies start with one website in the country where they are headquartered and do the most business, and then the remainder of the websites are replications of the original site.
While it?s usually the intent of a company to keep consistent messaging across all platforms for branding purposes, much gets lost in translation and website re-design and re-development, especially when there isn?t an investment in proper web localization (or the process of changing and translating content to match the demands of the local market).? That, in a nutshell, is why so many multinational companies have poor websites.
But there?s more to it than that. The following are three reasons that explain why quality web localization is important.
1.?????? Most people want to read web content in their native language.
Even though English is a dominant language that doesn?t mean everyone who speaks English wants to get their information that way. In fact, 9 out of 10 people prefer to read in their native language. It has also been found that 44% of European Internet users wonder if they are missing information when it?s not in their native language. This proves that multinational companies need to invest in translation, but that?s only one part of web localization.
2.?????? Search engine optimization is important?everywhere.
Search engine optimization involves the incorporation of certain keywords into web content. Those keywords are based on search habits of Internet users and the competitive nature of the Internet landscape. Users in every country search differently and a company?s competitors may vary in every country.? That is why every website belonging to a multinational company needs its own SEO.
It?s also important that a website not have ?duplicate content.? The search engines are designed to only index a site once, so a multinational company with several websites containing the same content may not get indexed properly.
Most westerners would think Google has conquered the planet and to focus their international SEO strategies strictly for Google.? However the most visited and popular website in China is Baidu(??) which categorizes its searches differently. Having local expertise in your chosen target market will be key in your global success.
3.?????? Take a look at local design standards.
Within every web design firm there is an opinion about what a website should look like. Often times the content and the navigation of the site are put on the backburner by designers, because in their minds design should come first.
Design does matter, but if a website visitor doesn?t receive the right message or know how to get from one page to the next it?s all a waste of time.
With proper web localization the localization experts will look at all three factors and advise the local website managers how to strike a balance with content, design, and usability. There are many issues to think about when coding with software localization in mind such as leaving room for expanded text and mnemonics. ?Once the localization is done then a final post-localization step to ensure your quality project?s links are all working as they should for each target language.
Keylingo Translations? is a multi-language translation company with offices across the US and Canada.? We provide exceptional local service combined with global technology and infrastructure.? Contact your local Keylingo office today.
Sources:
http://www.slideshare.net/lisejanody/balance-and-compromise-issues-in-content-localization
http://www.useit.com/alertbox/country-site.html
Richard Carroll, Managing Director, Keylingo Translations
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