Translation and Interpreting in 150+ Languages
Going Global on the Web (Part 2): Tricks of the Trade
December 16, 2009 - By: - In: Localization, Translation - Comments Off on Going Global on the Web (Part 2): Tricks of the Trade

Last time, we left off right in the middle of the pitch, when English-Only Global Enterprise, Inc. was getting a real client education:

We believe it is time for English-Only Global Enterprise, Inc. to look at professional language management. Language management is the process used to maximize the effecient use and reuse of resources to maintain a high level of access, accuracy and efficiency in translated material.

Translation memory.
We identified about 25% repetition among all the text to be translated for this project. When we translate the site, we will start a translation memory that will be a valuable asset to All-American Industry, Inc. in the years ahead. Before we start, it will be best to identify any existing translations that can be incorporated into this memory before translation begins. This will increase repetition and save time and money.

All future translation for English-Only Global Enterprise, Inc., website or no, should use this translation memory for reasons of increased language consistency and cost savings. This will be an invaluable resource in the future.

Glossary, Style Guide.
Do these exist in any language, including English? If so, great. If not, the contruction of a web site is a great way to bring stakeholders on board and arrive at a list of termininology and style that will put everyone on the same page, no matter what langauge. This can be managed through the translation memory tool.

Making sure your translators are doing a good job is one of the most challenging aspects of managing a translation program. This is even truer of inhouse translators than it is for outsourced translators, since inhouse translators are less likely to be fully engaged as translators and their work generally recieves less scrutiny. Even a few minutes training for inhouse validators can make an enormous difference in the quality of deliverable. Validation workflow should be considered during the translation process.

WebSite localization is more than translation.

Before beginning translation we recommend a key-word review in the target language. Using a variety of tools, a native-speaker trained properly can identify the set of key words to be used on the site that will increase search hits by pre-qualified surfers. Successful terms can also be used as adwords. Whatever the channel, proper keyword translation planning before translation begins can yield an enormous return on translation investment. Consider the difference in return if 10,000 surfers find the page they are looking for compared to 10 for an unoptimized page.

Supporting customers in their native language.
If you translate your site, are you prepared to do business in the same language you sell in? Fortunately, All-American Industry, Inc. has the sales reps to support multiple languages, and automated systems and telephone interpreters can be provided by 1-800-translate to fill in any communication gaps.

One language at a time.
When venturing into website localization for the first time, we recommend to clients to translate one language at a time. After the first language is completed, what works and what doesn’t will be known, and the next one will go that much easier.

Hope you find this info useful. We think a pro-active approach to international communication will yield better results than a reactive approach.

Since I don’t know the client, I’m not sure that the proposals I would like you to consider are in alignment with All-American Industry, Inc. vision and goals. But on the other hand I’ve got an obligation to your agency to run this best practice up the flag pole. Hopefully this will spark some interest in a great opportunity at hand.

So what do you think? I haven’t heard back. I’ll give them a ping right now….

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