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WEBSITE LOCALISATION - GLOBAL EXPANSION

Essentially, website localisation consists of accurate translation from one language to another. However, translating the text itself is not sufficient for the vast majority of websites, as they are more complex than that.

Some common elements of modern websites include:

  • Images with text
  • Multilingual SEO Considerations (Search Engine Optimisation)
  • HTML elements with text that can generate actions, such as "buttons"
  • Digital assets such as videos or blank pages
  • Error Messages
  • Meta tags and titles
  • Permalinks
  • Footers and headers

All these components must be evaluated in website localisation or you can end up with a website that is visually unappealing at best or, at worst, incomprehensible to the target audience.

 


What is website localisation?

•    Localisation engineering – Part of this process is focused on extracting text for the translation and assembling the files to be sent to a translator. Before beginning any translation, a technique frequently used is pseudo-localisation. During this process, a recognizable character is introduced before and after textual information on your website. Asian characters are usually used for pseudo-localisation, in order to analyse the characters support.

•    Text translation – Although translation software tools are used for websites localisation, automatic translation itself is not enough. It is important to work with a native speaker who specialises in the field and a well-trained linguist. This will help ensuring that your site content sends the message intended in the language of the end user.

•    Multilingual SEO – Identifying keywords from a foreign language is not as simple as using the "Google translate" service or Google Keyword Tool only. You need a native speaker, like for a regular translation, who understands how users use search engines.

•    Testing the localisation - Before launching a localised website, it should be tested both in terms of functionality and in terms of linguistic accuracy. The person conducting the test will look for potential problems such as text that does not fit in the menus, date and time format, as well as proper use of language in context.

•    Audio-visual translation and subtitling for video assets – The videos are a popular and also an effective marketing tool all over the world. For your video material availability for global customer base it is necessary to translate the video transcript and any text displayed. If your videos include spoken language, the audio-visual translation improves the user experience and increases your chances on retaining their attention.

•    Desktop Publishing (DTP) for formatted documents – If you published prints on the front (white papers), case studies or info graphics on your website, the translation of these assets will help you target more people on target markets worldwide. Because localised text usually differs in size and length, or sometimes read in a different direction, such documents should not be simply translated but also rephrased in order to look professional and match the source text.

•    Transcreation or cultural adaptation – Some slogans or labels simply do not work when translated literally. A website localisation service provider can help you decide the best way to send your message to global audience without being offensive or ridiculous in terms of culture.

•    Global marketing consultation – Not all brands and messaging strategies are suitable for all target markets. For example, when the Swedish manufacturer Electrolux did not understand the implications of American slang of its slogan: "Nothing sucks like an Electrolux" (n.Tr. "Nothing vacuums better than Electrolux"), the brand suffered. If you don't work with an expert who understands the local language and culture, you may face similar mistakes.

Valley Translation Services offers you a wide range of website localisation services for all types of businesses. If you are planning to expand on other worldwide markets, contact us today to learn more about how we can work together to make your brand and website accessible on target markets.


Why website localisation process is so important?

  • more than 50% of Google searches are made in languages ​​other than English;
  • visitors of a website are four times more willing to buy, if its content is in their native language and are also engaging twice more on such a page;
  • a website translated into English, Spanish, French, German, Italian, Portuguese and Chinese can be accessible for 93% of Internet users. 
 
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