website localization
DESCRIPTION
SDL helps ensure your online message reaches local markets in a language and context they understand, without losing control of global brand and message consistency. The result? Increased international sales and customer loyalty. In this session you will learn more about our Media Services for multimedia content.TRANSCRIPT
SDL Proprietary and Confidential
SDL Language Solutions
Web Localization
September 25, 2014
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Topics
○ Trends in Website Globalization
○ Web Globalization Strategy
○ SEO / SEM
○ Mobile
○ Video
○ Explore MT
○ Summary
Trends in Website Globalization
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Language is key …
20 languages are required to reach
80% of online population
70% of internet traffic comes from non-English native countries
72% spend all or most of their time on websites in own language
@
Pope makes Twitter debut in 8 languages
Coca-Cola Super Bowl advert sungin 9 languages
Only 27% of internet users speak English
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… at every step of the customer journey
90% choose a native language website when available
70+ languages are supported by Twitter and Facebook
78% more likely to buy if user instructions in their language
82% more likely to buy if promotional material in their language
81% of people more likely to buy if technical info in their language
60% in Japan and France will not buy from a site in another language
“Can’t Read…Won’t Buy”
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How many languages should you support?
*Source: Assessing the World’s Most Prominent Websites, Common Sense Advisory, December 2013
○ The average number of languages supported by commercial websites continues to increase
○ There is a correlation between the number of languages supported and financial performance*
– More content relates to more revenue
– More content correlates to higher profits
– Increased translation spend also correlates to higher revenue
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How many languages should you support?
Source: The Web Globalization Report Card, Byte Level Research
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Native languages of Internet users
Source: Languages used on the Internet, Wikipedia
English
Chinese
Spanish
Japanese
Portuguese
German
Arabic
French
Russian
Korean
Others
27%
25%8%
5%
4%
4%
3%3%3%2%
17%
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Top 10 languages economically
2013 WOW Rank Online Language Countries
% of Total Online Population
% of Total Economic Activity
1 English 54 19.7% 35.9%
2 Japanese 1 4.2% 10.5%
3 German 4 3.3% 7.7%
4 Spanish 24 8.7% 7.6%
5 Chinese Simplified 2 22.4% 7.1%
6 French 31 3.0% 6.0%
7 Italian 2 1.5% 2.7%
8 Portuguese 5 3.9% 2.5%
9 Arabic 25 4.4% 2.4%
10 Russian 11 3.3% 2.3%
Source: The Top 30 Online Languages, Common Sense Advisory, October 2013
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So, which languages should you support?
Remember…not achieving ROI doesn’t mean you misjudged the opportunity – but it does mean that
your current approach isn’t working!
Assessthe market opportunity
Take advantage of analytics
Measure ROI
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Some other notable trends…
○ Effective SEO/SEM requires a sophisticated approach
○ Modern websites go beyond static information display and host numerous functional and dynamic elements
○ Video content is powerful and is becoming pervasive
○ Top performing websites fully incorporate social channels
○ Mobile accessibility is a must!
Web Globalization Strategy
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Information architecture
Use global templates
Determine what information is global
and what is local
Will sites be localized by language or by country?
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Internationalization
Ensure Unicodesupport
Separate localizable content from code
Ensure that fonts are capable of supporting
target-languages
Separate text from graphics
Use culture-neutral graphics where possible
Ensure adequate room for expansion, or that content
wells can auto-size
Avoid Flash, use HTML 5 where practical
00101001
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Web platform
○ Depending on the functionality, you may need testing - especially when adding a new language
○ Ensure your web platform is internationalized and translation-ready
○ Pick a WCMS that supports the functionality you need today, and in the future!
○ WCMS should have translation features,but not a closed-system translation approach
○ How does the system manage the relationship between source and target languages?
○ If you use a TMS, you should consider direct integration with WCMS
○ Frequently there are other systems to consider as well
○ Carry out in-country review within the TMS if possible
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Global gateway
Never use flags if your localized sites are architected by language; use of flags is
discouraged even if architected by country - they have political implications
Consider using country-code URLs for global websites
Follow global gateway best
practices
Take advantage of geo-location and language
negotiation, but allow the user to override
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Global gateway (good example)
Source: Microsoft.com global gateway, September 2014
SEO / SEM
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SEO / SEM
○ Translating keywords is not ideal - they must be localized
○ Once they are localized, your keywords for each market can be incorporated into the terminology database for that market/language
○ Ensure that your translation systems and processes support the active use of terminology
33,100hits for theItalian term
‘voli economici’
246,000hits for thehybrid term
‘voli low cost’
Mammamia!
Mobile
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Mobile
Apps can be inexpensive to localize - you may want to support more languages there than on the website
Internet access by mobile phone is more common than via PC in many countries
Ensure your platform supports mobile display formatting
App localization may need to be incorporated into your strategy
Video
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The need for global video solutions
50%
55%89 Million people are expected to watch online videos today
(Comscore)
Globally, online video traffic will be 55% of all consumer
Internet traffic in 2016(Cisco)
Online video now accounts for 50% of
all mobile traffic(Bytemobile Mobile Analytics
Report)
2 billion video views per week are mobilized on YouTube
(Youtube)
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International video stats
Source: YouTube Statistics
…of YouTube traffic comes from outside the US
Countries
Languages
…post content in…
56
61
70%
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On average, the Top 100 Global Brands have:
• YouTube video publishing rates are growing at an annual clip of 73% with 8,000 NEW videos per month
• Seasonal patterns have emerged, signaling the integration of the YouTube into brand marketing activities
13.8 YouTube Channels Each
187 Videos inEach Channel
37,000 Views per Video (Average)
Source: http://www.pixability.com/offers/assets/PixabilityTop100BrandsYouTube2013.pdf
73%
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Video
o Managing localized media may require specialized systems as your usage scales
o Video is highly effective &persuasive
o There are a number of options to limit cost of localizing - approach quality as a spectrum
o Take a similar approach in localizing video as you do in creating the source language video
Explore MT
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Explore the potential of Machine Translation (MT)
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Explore the potential of Machine Translation (MT)
○ MT can also be useful for support(KB articles, chat)
○ Depending on content specifics, MTPE may provide significant time and cost savings without sacrificing quality
○ MT can be highly useful for localizing blogs and user-generated content (e.g. reviews)
Summary
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Key takeaways…
Think in the Long-Term: Although your current needs may be limited, avoid dead-end solutions that can’t scale as your international business does.
Be Rigorous About Measuring Your Results: Check your ROI regularly and adjust your approach where needed.
Keep Up with Industry Advances: The right recipe fora winning global website continues to evolve. Technology and the localization industry do, too. Check with your vendors and monitor what peer companies are doing.
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Q&A / Thank you