Localization involves a series of processes aimed at ensuring that a text, website, or application is perceived by a user as native to their language and culture. It is a highly complex process that requires a variety of specialized skills to be effective. Let’s explore the importance of localization for websites and the skills it requires.
When Does Proper Localization Make a Difference?
You’ve probably heard of the brand Dr. Oetker. It is a German multinational company that sells baking products and frozen pizzas in various European markets. When the brand decided to enter the Italian market, it faced a major challenge: selling frozen pizza with a German name in Italy, the homeland of pizza! The company overcame this hurdle and became the top-selling frozen pizza brand in Italy with a simple move: changing its name to Cammeo (later modified to Cameo), a word that sounded more Italian and was easier for locals to relate to.
While this may seem like a simple change, it was effective because it was part of a well-thought-out global marketing strategy: localization.
Ford, on the other hand, did not have the same success. In the early 1970s, when the famous automaker launched its latest model in Brazil, it realized too late that “Pinto,” the name chosen for the car, was Brazilian Portuguese slang for an under-endowed man—hardly the message the company wanted to convey. As a result, the model was later renamed “Corcel,” meaning stallion.
During the localization process, the original meaning is placed within an entirely new linguistic and cultural context.
The Use of CAT Tools
When discussing website localization, the use of CAT (Computer-Assisted Translation) tools is almost always involved. These include software like Trados Studio, MemoQ, and Memsource, which streamline and speed up the entire process using translation memories, glossaries, and term bases.
Smart translation memory technology allows for the reuse of previously translated and approved content. This feature helps increase translation productivity and ensures consistency across projects.
CAT tools enhance both accuracy and efficiency. They help translators manage and organize the entire localization process more effectively.
Here are the four main advantages of using a CAT tool:
- Higher Quality – Thanks to translation memories and terminology glossaries, consistency and uniformity in the translated text are guaranteed.
- Greater Flexibility – The software enables document sharing, speeding up translation and review processes among team members.
- Increased Output – A large database of past translations allows for quicker translations, increasing opportunities to take on more projects.
- Higher Productivity – CAT tools simplify word and phrase searches, speed up content creation, formatting, and proofreading, and improve overall efficiency.
Quality Control
To ensure the effectiveness of multilingual website localization, the linguistic aspect must be free of errors and inaccuracies. This goal can be achieved through a rigorous quality control process carried out at various stages of localization.
Many CAT tools come with a built-in Quality Assessment feature that performs linguistic checks to verify translation accuracy. Additionally, professional plug-ins can be installed to enhance the quality control process.
Custom checklists are also used to guide translators in performing specific actions before delivering a project. Each checklist item is prioritized and explained, ensuring that errors are identified and corrected within the text.
Quality Assessment functions confirm that clarity, accuracy, and content consistency align with client expectations.
User Experience Testing
The final stage of website localization involves quality control directly on the website’s front-end. This step ensures that all translations appear correctly, graphical elements are displayed properly, links function correctly, and there are no missing pages or 404 errors.
User Experience (UX) testing is a research methodology that evaluates the effectiveness and efficiency of a digital product by observing real users interact with it.
Assessing UX involves examining all technical and graphical aspects that contribute to a smooth and intuitive user interaction with the website. The website’s technical manager oversees the integration of translated content, ensures there are no errors at launch, and verifies the site’s functionality.
Once this process is complete, the website is ready for its online debut!
Why Is SEO Important?
SEO (Search Engine Optimization) refers to a set of techniques and practices designed to increase a website’s visibility on search engines, particularly Google.
This branch of Digital Marketing focuses on optimizing web pages to improve their ranking in organic (non-sponsored) search results. Since Google is by far the most widely used search engine globally, most SEO efforts focus on studying Google’s algorithm and its periodic updates to make websites more “appealing” to it.
The most crucial aspect of a website’s SEO strategy is keywords. To appear in search results, selecting the right keywords relevant to your site and industry is essential, which requires conducting a thorough competitor analysis.
However, in SEO translation, simply translating the set of keywords that worked in your home market is not enough. Keywords must align with the search intent of your target audience, which can vary depending on the market and cultural factors.
The world of SEO is fascinating yet complex, with countless factors to consider. Implementing the right strategy without expert guidance can be challenging. One thing is certain: without an SEO strategy, your site will be invisible to users and will be outranked by competitors.
To ensure high-quality localization and great online visibility, rely on the expertise of professionals: https://www.aglatech14.com/traduzioni-di-marketing/
Aglatech14 ContenTalkers
Chiara Balletti – Marketing Translator & Revisor
