How to translate your website effectively<br />An essential 10 Step Guide<br />María Jesús de Arriba Díaz Cipherion Transl...
The 10 Steps<br />1.	Ready, Steady, Go Global!!<br />2.	Markets<br />3.	Global Website Structure<br />4.	Tools<br />5.	Des...
1. Ready, Steady, Go Global!!<br /><ul><li>Easiest, fastest and most cost-effective way to create immediate global reach a...
Key element of Global Presence Strategy
Look at success & “not so” success stories
Stay ahead of competitors
Website design team can handle multilingual websites
Partner with a globalisation/translation team that can support and guide from planning to going live
Ensure communication is fluid across all teams
Plan for translating your website and develop SEO optimisation in other markets and share it</li></li></ul><li>Success Sto...
Success Story<br />
Success Story<br />
Poor Online Global Presence<br />
Poor Online Global Presence<br />
Poor Online Global Presence<br />
2. Markets<br /><ul><li>Target Markets:* Geographical* Demographical
Access to Internet and Speeds
Online Behaviours and Expectations
Ensure that your brand /company name will work in the target market
Target regions within each market, as regional languages may exist:* Europe: 	French  = France/Belgium/Switzerland		German...
Study your target market<br />
Study your target market<br />
3. Global Website Structure<br />Key: Consistency across all markets<br />Dedicated Market Domain/Subdomain (.es, es.websi...
Dedicated Domain Vs. Pages in Original Domain<br />End User Experience & Expectations:<br /><ul><li>People buy based on “f...
People have different expectations depending on your industry/service/product</li></li></ul><li>Dedicated  Top Level Domai...
Google uses webhost server data in its search algorithm, therefore best that  for each in-country website, server is based...
Dedicated Domain<br />
4. Tools<br />Compatibility with different Web Browsers<br />Unicode UTF-8 <br />HTML Vs. CSS<br />CMS Vs. Individual Web ...
5. Design<br />Consistent but Flexible<br />Text Vs. Imagery Balance <br />Colours & Images<br />Flash or Not Flash<br />T...
Image Adaptation<br />
Text Expansion<br />
Text Expansion<br />
Text in graphics<br />
Flags (Landing Page)<br />
Flags (Home Page)<br />
Drop Down<br />
Country List<br />
6. Content<br />What content will require translation based on market research? * Full website Vs. Microsite Vs. Home Page...
What to Translate<br />
What to Translate<br />
Keywords and Meta-Tags<br />
Home Page Only<br />
7. Professional Translations<br /><ul><li>Same investment in branding/marketing of your English website should be put into...
Partner with a professional translation/globalisation team who will support you every step of the way to building your glo...
8. Integration<br />If text translated through:<br /><ul><li>CMS >> Insert translated text ensuring  source formatting/lay...
HTML/XML files >> Link/Integrate translated files onto website
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Top 10 tips to translate your website2

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Top 10 tips to translate your website2

  1. 1. How to translate your website effectively<br />An essential 10 Step Guide<br />María Jesús de Arriba Díaz Cipherion Translations<br />
  2. 2. The 10 Steps<br />1. Ready, Steady, Go Global!!<br />2. Markets<br />3. Global Website Structure<br />4. Tools<br />5. Design<br />6. Content<br />7. Professional Translations<br />8. Integration<br />9. Online Sign Off<br />10. Measure Results & Innovate<br />
  3. 3. 1. Ready, Steady, Go Global!!<br /><ul><li>Easiest, fastest and most cost-effective way to create immediate global reach and exposure
  4. 4. Key element of Global Presence Strategy
  5. 5. Look at success & “not so” success stories
  6. 6. Stay ahead of competitors
  7. 7. Website design team can handle multilingual websites
  8. 8. Partner with a globalisation/translation team that can support and guide from planning to going live
  9. 9. Ensure communication is fluid across all teams
  10. 10. Plan for translating your website and develop SEO optimisation in other markets and share it</li></li></ul><li>Success Story<br />
  11. 11. Success Story<br />
  12. 12. Success Story<br />
  13. 13. Poor Online Global Presence<br />
  14. 14. Poor Online Global Presence<br />
  15. 15. Poor Online Global Presence<br />
  16. 16. 2. Markets<br /><ul><li>Target Markets:* Geographical* Demographical
  17. 17. Access to Internet and Speeds
  18. 18. Online Behaviours and Expectations
  19. 19. Ensure that your brand /company name will work in the target market
  20. 20. Target regions within each market, as regional languages may exist:* Europe: French = France/Belgium/Switzerland German = Germany/Austria/Switzerland * Beyond Europe: Spain Spanish Vs. LatinAmerica Spanish France French Vs. Canada French Portugal Portuguese Vs. Brazil Portuguese Chinese Mainland China Vs. Chinese Taiwan/HK</li></li></ul><li>Study your target market<br />
  21. 21. Study your target market<br />
  22. 22. Study your target market<br />
  23. 23. 3. Global Website Structure<br />Key: Consistency across all markets<br />Dedicated Market Domain/Subdomain (.es, es.website.com)<br />Vs.<br />Pages within Original Domain (www.website.com/espanol)<br />Dedicated Market Top Level Domain (.es, .de, etc.) <br />Vs.<br />Separate subdomains (es.website.com, etc.) <br />
  24. 24. Dedicated Domain Vs. Pages in Original Domain<br />End User Experience & Expectations:<br /><ul><li>People buy based on “feeling”
  25. 25. People have different expectations depending on your industry/service/product</li></li></ul><li>Dedicated Top Level Domain Vs. Separate Subdomains<br />Search Engines & Google:<br /><ul><li>Search engines view sub-domains as the same site as the Top Level Domain and impact of in-country SEO may be lost.
  26. 26. Google uses webhost server data in its search algorithm, therefore best that for each in-country website, server is based “in-country”. </li></li></ul><li>Pages in Original Domain<br />
  27. 27. Dedicated Domain<br />
  28. 28. 4. Tools<br />Compatibility with different Web Browsers<br />Unicode UTF-8 <br />HTML Vs. CSS<br />CMS Vs. Individual Web Pages<br />Flash or Not Flash <br />
  29. 29. 5. Design<br />Consistent but Flexible<br />Text Vs. Imagery Balance <br />Colours & Images<br />Flash or Not Flash<br />Text Expansion<br />Text in Graphics/Images<br />Flags Vs. Market Drop Down/List<br />
  30. 30. Image Adaptation<br />
  31. 31. Text Expansion<br />
  32. 32. Text Expansion<br />
  33. 33. Text in graphics<br />
  34. 34. Flags (Landing Page)<br />
  35. 35. Flags (Home Page)<br />
  36. 36. Drop Down<br />
  37. 37. Country List<br />
  38. 38. 6. Content<br />What content will require translation based on market research? * Full website Vs. Microsite Vs. Home Page Only* Downloadable documents * Search Function/Menus* Images/Graphics<br />What format will the text be translated in?* CMS Vs. HTML/XML files Vs. Word/Excel<br />Source content frozen before translation starts & Available<br />Key to also extract and translate:<br /> * Keywords and Meta-Tags<br /> * All text hard-coded/embedded into menus, images, Flash animations<br />
  39. 39. What to Translate<br />
  40. 40. What to Translate<br />
  41. 41. Keywords and Meta-Tags<br />
  42. 42. Home Page Only<br />
  43. 43. 7. Professional Translations<br /><ul><li>Same investment in branding/marketing of your English website should be put into attracting non-English speaking customers
  44. 44. Partner with a professional translation/globalisation team who will support you every step of the way to building your global online presence:</li></ul> * Fully understands you, your company, your goals.<br /> * Will provide a turnkey service and guidance as to best approach, including target market keywords & SEO.<br /> * Has the knowledge, experience, systems and motivation to ensure that you succeed.<br /> * Will provide you with PERFECT quality translations that will ensure that your non-English speaking customers have the same user experience as you intended for your English speaking customers.<br />
  45. 45. 8. Integration<br />If text translated through:<br /><ul><li>CMS >> Insert translated text ensuring source formatting/layout is maintained
  46. 46. HTML/XML files >> Link/Integrate translated files onto website
  47. 47. Word/Excel >> Paste translated text into HTML coding ensuring source formatting/layout is maintained</li></li></ul><li>CMS<br />
  48. 48. From XML…<br />
  49. 49. …To Web Page<br />
  50. 50. From Word…<br />
  51. 51. …To Web Page<br />
  52. 52. 9. Online Sign Off<br /><ul><li>A final Online Testing/Sign Off PRIOR to going live is KEY
  53. 53. Native speaker with eye for detail
  54. 54. Layout/Formatting
  55. 55. Links/Drop Downs/Options
  56. 56. Characters
  57. 57. Content</li></li></ul><li>Layout<br />
  58. 58. Corrupted characters<br />
  59. 59. 10. Measure Results & Innovate<br /><ul><li>Analyse the results of your Global Online Presence
  60. 60. Monitor SEO and Google Marketing initiatives and watch your hits increase
  61. 61. Modify and target other keywords
  62. 62. Listen to your customers
  63. 63. Keep an eye on what others are doing
  64. 64. Keep innovating</li></li></ul><li>11. Live Content & Regular Updates<br /><ul><li>Global websites = Live Entities
  65. 65. Process Workflow
  66. 66. Latest News
  67. 67. Blogs, Newsletters
  68. 68. Regular Content Updates
  69. 69. Continued Global Online Success = Process + Planning + Globalisation/Translation Partner </li></li></ul><li>Thank you for your attention<br />Go raibhmaithagaibh as bhúr n-aird<br />Graciasporsuatención<br />Vielen Dank für Ihre Aufmerksamkeit<br />Merci de votre attention<br />Grazie per la VostraattenzioneObrigado pelasuaatenção<br />ご清聴ありがとうございました。<br />Cipherion Translations Tel.:  +353 1 246 7592 – Ext. 112Mob.:  +353 87 622 66 22  Email: mjdearriba@cipherion.comwww.cipherion.com<br />

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