Translation and localisation are both key to a good multilingual SEO strategy – neither one would work without the other. If a company hopes to market its products in a new country, translation is often essential. Localisation couldn’t happen without translation, and simple translation just wouldn’t work without some form of localisation behind it.
If you’re considering expanding into new markets overseas, you’ll need to think about both localisation and translation as you plan your strategy.
In this guide, we’ll talk you through everything you need to know about both translation and localisation, so you can optimise your content and get your name out there. Don’t hesitate to contact our multilingual SEO agency if you need any help.
Translation vs. Localisation: What’s the Difference?
Language barriers can be hugely challenging for businesses. But as important as translation is, there’s far more to a successful global expansion project than simple translation from one language to another. And that’s where localisation comes in.
Simply put, translation is the process of converting the meaning of a message from one language to another. Localisation is a different process, in which translated messages are adapted to suit particular audiences – and this includes things like cultural nuances, tones and local references.
Translation is the Starting Point of Localisation
Localisation is the adaptation of an entire experience. When done well, it creates sites and experiences that new audiences will perceive as being created specifically for them. The best localisation strategies are seamless, and the most effective localisation projects go completely unnoticed!
Translation is really the starting point of localisation, as businesses start to translate their content into a language that new audiences can understand. But localisation goes much further, creating experiences that are carefully targeted to an intended audience.
Take a look at some of the considerations that go into great localisation strategies:
Slang words and colloquialisms
The tone and meaning of language is hugely dependent on the words we choose, and how we structure our sentences. Translating a word into the equivalent in another language will never really convey the same tone or meaning as it had previously. The real meaning can all too easily be lost in translation.
Brands looking to market to new audiences in different languages therefore need to be well aware of how their intended audience uses slang, idioms and colloquialisms in everyday life. Being able to present content in a way that a chosen audience actually speaks is hugely important in terms of authenticity, and can really impact how engaging that content is.
Taglines and advertising
A tagline that works in one language is highly unlikely to have the same effect once it’s been translated. This is a mistake that many brands have made in the past, and it’s one that’s incredibly easy to spot whether that tagline is used online or in advertising campaigns.
Slogans and taglines typically use puns and plays on words to create short, snappy and impactful statements. And that’s why they tend to fall flat if they’re directly translated. So, a good localisation strategy will include different versions of taglines and slogans in different languages, carefully crafted to ensure that the message works just as well in one country as it does in another.
Imagery and symbols
Localisation strategies consider the cultural meaning of things like symbols, colors and the use of imagery. These can vary significantly from one country to another. In China, for example, the colour red symbolises luck and happiness. But Western cultures see red in a different light, associating it with things like passion and even aggression.
The use of emojis is another thing to be aware of. A smiling emoji is perfectly harmless in Western culture, but it’s used to signify disbelief in China. Similarly, the thumbs up symbol is used to symbolise that something is ok, or good, in Western cultures, but it’s seen as offensive in the Middle East.
Date and time formatting
Be aware that different countries format things like date and time in different ways, and your site needs to be able to support this. Nothing gives away the fact that a site has been converted into a different language quite like incorrect date and time formatting, so check for technical things like this before launch. Phone numbers are also formatted differently across the world, and sites need to be created with this in mind.
Use of text on a site
If you’re translating into certain languages, like Spanish or French for example, you might find that your text is far longer in one language than another. This is something to think about as you plan your localisation strategy, as you may need to cut down on content to ensure that UX is not affected.
Bear in mind that some languages are read in different directions, too. If you’re targeting new audiences using languages like Arabic or Hebrew, you’ll need to think about how the direction of text will affect the look of the page. Often, site themes and layouts need to be tweaked as part of a good localisation strategy.
Font is another thing you might need to consider. Some fonts will be more difficult to read in certain languages, particularly if you’re translating into a language that uses accents, for example. Check that your translation is as legible in one language as it is in another, and adjust your font accordingly if needed.
Legal considerations
Before you launch in a new country, you’ll need to check the laws around the collection of personal data, the use of cookies and privacy regulations.
In the EU, for example, individuals’ personal data is protected by the General Data Protection Regulation (GDPR), the strongest privacy and security law in the world. Companies launching new sites in the EU therefore need to know their responsibilities according to GDPR, to ensure compliance.
Is Translation Ever Sufficient?
Localisation gives far better results than simple translation, but there are some situations in which translation might be sufficient for a company’s needs. If a company is just looking to convert factual information from one language to another, so that it can be understood by an audience in another country, simple translation may well be perfectly adequate.
Companies will often opt for translation for things like:
- Medical documentation
- User guides and manuals
- Technical specifications for products
- Product instructions
- Standardised tests
- Training guides
- Scientific journals
In these cases, there’s a much slimmer chance of translations conveying the wrong tones, or cultural nuances being missed, as the content tends to be fairly direct and factual in nature. Companies can therefore safely use translation alone, as a more affordable and faster option.
The best localisation strategies turn content into something that a brand new audience will read and feel instantly familiar with. There’s far more that goes into that feeling than the simple translation of words from one language to another, as you’ve seen.
Localisation is essential in the creation of an authentic and recognisable global brand, encompassing everything from cultural and social nuances to the use of text and imagery. For more on localisation strategies and how they work, read our guide on how to adapt successful strategies to new territories.
