Last updated on July 31, 2020
Translation services used to be a straight-forward task. Context, grammar and written output – done. But in a constantly connected world, language translation has taken on a new and more critical role; to reach audiences with pinpoint accuracy.
Unlike books, publications, circulars and other text-based translatable content, online business translation is more targeted and a lot more sensitive. It’s not as straight-forward as simply looking at a website written in French and directly translating it into English or German or whatever language the target market might be.
(Image Courtesy of Wikimedia under M. Adiputra)
Language is an easily graspable concept. Actual language translation is another thing entirely. There are some words that have no translations. Even for words that do have direct translations or equivalent terminology, words still get quite tricky.
Language translation for businesses requires above average writing skills. A company may offer/market just one thing, but customers are more dynamic in the way they process information for each specific product or service. This is where target markets dictate how effective a translated website is; by focusing on words that catch the reader’s interest across the globe.
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Each translated content must tackle every target language differently. Why? Because each target market/country is particular with what will encourage them to click, browse, convert and stay in a preferred service or product.
That is what Search Engine Optimization (SEO) and translated content writing are for; to get content and make it interesting based on regional preferences, trends and content terminology.
– SEO requires keywords. These keywords are incorporated into the output of language translation by content writers. By doing so, your translated content gains relevance for potential customers that are searching for what you offer. Keywords dictate online brand recognition. Online brand recognition increases the potential for audience interest. Audience interest is gained by content. In this case, that means translated content done right. Which brings us to the second factor for translated content writing.
– terminology is closely tied to keywords. The difference is keywords drive for search engine relevance. “Particular terminology” on the other hand aims to increase reader interest. So keywords bring a visitor into a website, the particular terminology used in the website, turns a visitor into a customer/user.
An example of particular terminology is the use of these 3 words: Flexible, Tailor-Made and Bespoke. A site visitor from the UK would more likely respond to a website that offers “bespoke outsourcing services” because bespoke is more commonly used in the UK. Same as “flexible outsourcing services” and “tailor-made outsourcing services” would be more appropriate for the US and Canada respectively.
– another way translated content can be improved is to check on how best to present a product or service via the prevalent trends for each particular market. A solid example of this is in the multiple approaches that “Fidget Spinners” did in marketing that product.
This method offers fidget spinners as a therapeutic and non-destructive way to manage psychological problems brought about by lack of focus.
This method offers the same product as a fun, relaxing and discrete way to pass the time.
This method offers fidget spinners as “the newest toy”, that people should buy one or two, show the tricks they can do and not to be “left out”.
The product does not change, but the need for the product depending on purpose or trends changes depending on the target market.
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Direct translation without SEO and advanced content writing will not work for a business. Translated content writing is necessary to gain an edge over competitors. So if your business plans to expand their coverage to other countries and language, it pays to find the right Translation Services provider for the needs of your business.
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