Transcript of "LAS Best Practices in Translation_white paper"
Best Practicesin Translation & Localization
Effective website translationis more than a word-for-word 1 Test and evaluate your content management system for foreign language character compatibility before purchasing any platform Make sure the CMS you are investing in can manage all foreign languageprocess. character sets you plan to publish in. Use Unicode character sets for maximum compatibility. 2 Consider using WordPress, Joomla or Drupal as your CMS. When evaluating CMS platforms consider using WordPress, Joomla or Drupal. All of these platforms are open-source and available at no cost. These platforms are feature-rich, with low-cost plugins for extra functionality and provide easy-to-use dashboards to quickly develop fresh content. Unless you have a highly-complex e-commerce site, you will likely find10 easy tips these platforms will out-perform costly or customized CMS solutions.to maximize your website 3 Develop a multilingual keyword strategy. Keywords are a critical factor in making sure your website is found andtranslation process. are a major component to any SEO strategy. An effective keyword strategy should include using your English keywords, their translation, equivalents, and performing local keyword research to determine the best localized search terms. For example, Chevrolet uses over 600 keywords in North America alone. 4 Make sure you translate title tags, META data, rich snippets and breadcrumbs along with your website copy. Choosing the right images is just as important as writing the right copy. Don’t assume that your images work in every market. Work with your in-country managers and ask us for our perspectives. 5 Choose your images, graphics and colors with a multicultural audience in mind. Choosing the right images is just as important as writing the right copy. Don’t assume that your images work in every market. Work with your in-country managers and ask us for our perspectives. 6 Involve your internal clients overseas in the creative process. Make sure your in-country teams participate in the creative process. Their buy-in and local market knowledge is invaluable in helping to localize advertising and marketing messages. 7 Create bilingual, not monolingual websites. Consider leaving some elements in English. These days, more people across the globe are living bilingual lives. Reading, writing and communicating in more than one language every day. Age plays a key role in knowing when to leave something in English or not. Knowing your client demographics will help you make informed language decisions. 8 Have Language Arts & Science manage your in-country reviews. We’ll separate the meaningful feedback from the clutter and make sure your in-country managers don’t make changes that create legal headaches for you. 9 Have us work directly in your source application files. By having us work directly in your CMS or HTML files we can save you time and money. Translation technologies allow us to streamline the entire process helping you realize efficiencies throughout your project. 10 Fresh and high-quality content is a key component of website success. Websites are no longer static brochures, they are living, breathing, and evolving marketing tools Google and other search engines put a premium on fresh, high-quality content. Make sure you update your website regularly with smart, optimized content.Approved Google Engage Agency
How to create Advertisingand Marketing messages 1 Determine early in the creative process whether your project will be translated. The best translators in the world can’t save ideas and marketing messagesthat work internationally. that don’t work in a given market. 2 Involve your internal clients overseas in the creative process. Make sure your in-country teams participate in the creative process. Their buy-in and local market knowledge should be used to localize advertising and marketing messages.10 easy tips 3 Provide a Creative Brief with your project. Understanding who your audience is and what your objectives are is critical to the creative adaptation process. Age is an especially critical demographicto ensure your creative works! that will affect your transcreations. 4 Avoid double entendres – you can’t get the same two meanings in another language. Copy with double meanings always gets lost in the translations. Visually with double meanings work much more effectively. Make sure you craft headlines that can be adapted. 5 Choose your images, graphics and colors with an international audience in mind. Choosing the right images is just as important as writing the right copy. Don’t just assume that your images work in every market. 6 Leave your tagline in English. Unless you have the budget to test your tagline in every language and country – and who does? Consider leaving your tagline in English. It works for McDonald’s so it might work for you too! 7 Don’t expect translators to be advertising copywriters. Expecting translators to perform like copywriters is a recipe for disaster. At Language Arts & Science we employ copywriters and translators to make effective ads, brochures, websites and landing pages. 8 Make your ads bilingual not monolingual. More and more people across the globe live bilingual lives. Reading, writing and communicating in more than one language. Age plays a big part here in knowing when to leave something in English or not. 9 Have us manage your in-country reviews Let us manage your in-country reviews. We’ll separate the meaningful feedback from the clutter and make sure your in-country managers don’t make changes that create legal headaches for you. 10 Have us work in your source application files. We can save you money and boat loads of time by having us work directly in your Indesign, HTML or CMS generated files. Translation technologies allow us to streamline the process saving you time and money.
Search engine ranking 1 Use a multilingual Keyword approach. 6 Maintain a balance between International content andis a multidimensional In most cases you should use your local content.and multilingual challenge. English keywords, their translations and research locally used keywords. Today your website needs to communicate your brand globally A multilingual keyword approach will and locally. An effective website improve search engine performance strategy includes translating global and Page Ranking. content and writing local content in the local languages. The right 2 Use Geo-tracking to target combination of translated copy and potential customers. locally produced copy creates more effective search engine content. Google provides high-quality10 easy tips geo-tracking tools to ensure thatto effective international correct pages and languages are delivered in search activities. 7 Time PPC campaigns to industry events. Make sure you identify a site AAPEX, FENATRAN and otherand multilingual SEO structure infrastructure that industry events provide a forum for meets your business objectives. manufacturers to introduce their new& SEM. products and interact directly with 3 Translate rich snippets, your clients. Improve attendance breadcrumbs and other search and interest in your Booth by driving engine friendly content. traffic to it using a PPC campaign. Today what’s behind your website is just as important as the content your audience reads. Search engine 8 Continually add and remove Keywords as industry events, technology and consumer performance is dependent on patterns change. several search engine enablers. In addition to translating content A static keyword approach will erode that resides on your web pages search performance over time. make sure you translate all the text Keywords change frequently and Google and other search engines performance patterns must be will use to rank your site. monitored and identified. Seasonal and industry driven keywords should 4 Determine whether country or be used before, during and after language sites are best. industry events. Do you need a Spain site or a Spanish language site? Are you speaking to all German speakers 9 Identify and apply Best Practices across all languages (Austria, Germany, Switzerland) or to The same techniques that result German speakers in Germany only? in best search performance are Make sure you have a strategy that required in other countries and for matches your sales processes, other search engines. So make sure opportunities and goals. you translate keywords, title tags, meta descriptions, breadcrumbs and 5 Make sure your site meets local rich snippets. Identify local keywords legal requirements. for your industry and run local PPC campaigns in multiple languages. Confirm that any offers and guarantees are legal in each country. Some countries have restrictive requirements regarding what you 10 Follow Search Engine changes closely. can say and even what words Google and other search engines you can use. Have a corporate change algorithms and markup lawyer review all advertising claims requirements frequently and watch and content. for developments by the W3C, ICANN and other web bodies that help determine how the web works and how your sites should be programmed. Communicate regularly with your SEO and SEM service providers and budget forApproved Google Engage Agency requirement changes.
Trust a translationsupplier who speaks 1 Develop a basic style guide to manage correct usage of Brand Names, Product Names, 6 Provide content to be translated in source application file formats (XML, MSWord, FrameMaker). Acronym’s and other linguistic Provide PDF files for linguisticyour language. requirements context. According to a GM study, over 51% For maximum translation memory of their “translation errors” were due savings you should provide content to wrong terminology. Have your in file formats that allow for maximum translation supplier prepare a leveraging. XML, Word and terminology database and set up FrameMaker are common platforms terminology usage rules in advance. that eliminate a significant amount of manual page formatting producing 2 maximum cost and timing savings.10 easy tips Once a year invest in a quality analysis and consistency checkto maximize your on your Translation Memories. This a low-cost investment that 7 Provide illustrations and graphics in .eps or .jpeg file formats.service information will pay for itself and improve Schematics and part illustrations can quality. A little translation memory require an enormous amount of timetranslation process. maintenance can go a long way and to translate and format if prepared can be performed during non-peak without translation in mind. Ensure periods in preparation for heavy-load that any embedded text can be periods. A cleaned up TM lowers replaced and reformatted. cost and improves translation quality. 8 And the cost will be recovered Provide PDF files for linguistic through more 100% matches. reference only. 3 Always provide a PDF file with the Use the SAE J1930 Standard to source files for linguistic reference. develop technical terminology Often times the way an image J930 provides an easy-to-use or graphic appears will influence methodology when naming technical or even explain an ambiguous components in a vehicle. Language sentence. Providing a PDF file Arts & Science performs translations reduces guesswork and provides in accordance with J1930. The answers for many translation adaptation of J1930 into the questions. translation process improves 9 technical terminology accuracy Confirm data transfer and and translator skills. storage capacity requirements 4 Service Information consists of Prepare an Authoring & thousands of files sometimes eating Translation process schematic. up terabytes of data space and Regularly review during non- requiring industrial strength data peak seasons. transfer capacity. Make sure you Make sure you’ve added the communicate your data storage translation process to the authoring and transfer needs before the peak workflow and use to identify potential translation season starts. bottlenecks or scheduling challenges. 5 Measure translation quality instead of proofreading 10 Eliminate disconnects and “non value-added” workflow processes. every word. Identify technologies and processes With service Information growing in that reduce tasks, automate size every year, few organizations standard activities and harmonize can afford to proofread and authoring and translation workflows. verify every translated word. Meet periodically during the Today there’s no need too either. non-peak season to review past Measuring translation quality year’s performance and set new instead of proofreading reduces performance and cost savings costs, improves timing and provides goals for the next season. an objective method of evaluating translation quality.
Improve global performance and process adherence.10 easy tips for effective HR & training translations.1 Translate communications for international employees even when it isn’t legally required. 6 Use interpreters to help train your staff when opening facilities in a new country. Most countries do not mandate the translation of HR policies Opening a new facility means hiring a large number of new and codes of conduct however many have de facto laws that employees, all of whom require company and job training. render untranslated employee communications as legally invalid. Specialized training may need to be conducted by employees Violations can be difficult to enforce, even when the employee from headquarters who do not speak the local language. speaks English. Translating HR policies, codes of conduct and Local LAS interpreters can bridge this gap, ensuring the right other communications helps you avoid unnecessary legal costs. knowledge is transferred to local employees.2 Have local staff review existing HR documents to eliminate US-centric references that have no relevance for international employees. 7 Consider less obvious translation requirements when training employees in a new international facility. Creating different modules for courses that contain locally Many concepts such as “cultural diversity” or “affirmative action” influenced issues such as soft skills, legal and regulatory or “vacation accrual” that are included in corporate policies and compliance and policies and procedures will enable you to retain codes of conduct will have no relevance outside the United important corporate messages while enabling localization for States and may even conflict with local mores, customs and modules that need it. You can then simply drop in localized laws. Have in-country HR personnel review these documents, modules, repackage and distribute course materials more quickly. you will not only be legally compliant, you will also demonstrate 8 respect for your international colleagues Take a modular approach to designing corporate training and eLearning courses.3 Include in-country HR staff in the development of key employee communications. Creating different modules for courses that contain“ high context” or locally influenced issues such as soft skills, legal and regulatory Solicit input from your in-country HR teams when developing compliance and policies and procedures will enable you to retain important employee messages from headquarters. Their buy-in your general corporate messages while enabling localization and local knowledge will be invaluable in effectively communicating where you need it. You will be able to simply drop in localized all-hands emails, policy updates and important company modules, repackage and distribute course materials more quickly. announcements so they are easily understood and accepted.4 Prioritize and consider translating documents for international employees, even when your “official company 9 Choose eLearning tools that automate functions important to localization language” is English. The best rapid- and eLearning software tools will automate many functions and help you avoid costly and accident-prone manual Distributing untranslated HR documents to non-English-speaking processes. Look for tools that: employees does not make good business sense and can be • automatically allow text to expand to accommodate hazardous. Although many managers may speak English, it is other languages unlikely that rank and file employees do, especially in markets • separate content from presentation to ensure all text such as South America and Asia where English is not prevalent. is translated the first time You can’t translate everything, but translating key communica- • have automated import/export functions for easy transfer tions is good business practice, since it conveys important of files and localized versions information more clearly.5 Provide contextual explanations for certain HR-related concepts rather than literal translations for expatriates 10 Select images, graphics and colors for training and eLearning materials with international employees in mind. and immigrants working in US facilities. Choosing the right images is just as important as writing Literal translations of concepts such as “employment at will” appropriate copy. Don’t assume that images will work in or “exempt versus non-exempt” or “vacation accrual” could be every market. Your in-country HR staff can provide guidance, confusing to recent immigrants or non-native English speakers, as can LAS, in choosing culturally sensitive images. since they are unlikely to exist in the employee’s home country. Providing contextual explanations will help avoid misunderstand- ings, unintended policy violations and improve compliance.
Translating important employee communicationsand documents is a safe policy.10 easy tips to effective financial and legal translations.1 Translate communications for international employees even when it isn’t legally required. 6 Create a multilingual data room (VDR) for smooth and accessible M&A information exchange. Most countries do not mandate the translation of HR policies VDRs have numerous benefits to both buyers and sellers. and codes of conduct, however many countries have de facto The seller can attract more buyers by providing translated due laws that render untranslated employee communications as diligence materials in a secure, searchable repository. Buyers legally invalid. Violations can be difficult to enforce, even if the have access to pertinent information for better assessment and employee speaks English. By translating HR policies and codes decision-making. At a minimum the seller should translate the of conduct you demonstrate your dedication to and appreciation VDR index so buyers can readily find pertinent information. of all employees and avoid expensive legal costs. Providing translation summaries of key documents should also be considered, since it helps the transaction progress more quickly.2 Practice continuous improvement with global compliance programs. 7 Remember that due diligence can extend beyond the obvious. Enforcement of FCPA has become increasingly aggressive: penalties are escalating and foreign prosecutors are assisting Cross-border due diligence processes may extend beyond the in anti-corruption actions of US authorities. Stay abreast of company being acquired and include strategic suppliers, business developments and ensure that all employees are aware of new or partners and customers. Communicating with all of these parties changed company policies, particularly rank and file employees in a cross-border environment suggests translating key information who may not speak English well. By translating FCPA policies is required. Consider translation in your due diligence strategy; and partnering with local management to ensure they are it will help you prioritize information, determine the quality level understood, you increase compliance and improve enforceability. required, control costs and ensure the right information is accessible when it’s needed and in the right languages.3 Develop a solid plan of action for translation in cross- border litigation. 8 Adjust quality expectations according to the text requiring translation and its intended purpose. Sifting through voluminous amounts of data during the discovery process can be arduous in English, let alone in one or more other 100% accuracy and consistency are the hallmarks of legal and languages. Having a strategy for language-intensive discovery financial translations, particularly when legal or financial decisions will help you avoid translating irrelevant materials, saving precious rest on a complete and unambiguous understanding of the text. time and money. Create a list of keywords for ALL languages However it isn’t always practical or financially prudent to seek this to help you prioritize documents for relevance and importance. level of quality with all legal and financial information. Consider Critical documents may require certified translations, while others the purpose of the documents and assess their importance. may require a summary translation. Text that is “for internal “Information only“ documents may only require a cursory translation purposes only” may only require a cursory translation to facilitate for understanding rather than a more costly certified translation. understanding. LAS can advise you.4 Translate litigation hold policies to ensure they are understood and adhered to by foreign employees. 9 Assess your IP translation practices for cost reduction Our globalized economy is making the protection of your intellectual property at an international level more important than The goal of every litigation hold is to preserve data that is relevant ever and necessitating the filing of patents in multiple countries. to the case. In international litigation, holds must be communicated Without an effective IP translation strategy, translation costs in a manner and language that a foreign employee will understand can spiral out of control. Reducing your reliance on a multitude so he knows what it means to preserve and the rules surrounding of international law firms to handle translations and exploring it. This prevents data from being compromised or lost. Reducing translation technologies that can reuse text can help mitigate the amount of “legalese” in hold communications may be required costs. Call LAS to discuss your options depending on the target country and employee familiarity with legal processes. 10 Maintain client-attorney confidentiality by using professional translation services.5 Increase the velocity and confidence in cross-border mergers and acquisitions by pro-actively translating key data. Using online translation applications such as Google Translate to save money could be a false economy. Care must be taken Cross-border mergers and acquisitions are more common because any text that is translated through it becomes part than ever. Regardless of the direction of the deal, participants are of Google’s domain and therefore has the potential to violate likely to be located in a country where English is not the primary client-attorney confidentiality and jeopardize a case. Sensitive language. Proactively providing due diligence and other documents should be translated by professional translators information in different languages as clearly and accurately as who are bound by non-disclosure agreements. Call LAS to possible helps both the buyer and seller conclude the cross- discuss cost-effective alternatives to online translation tools. border deal more quickly, confidently and cost effectively.
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