Translation is only part of a localization process, especially for websites. Webpages convey information beyond words, they have their own language, and whose translation is incomplete if done literally or from the semantic perspective alone. Website translation services involve layout and functionalities of various elements apart from the main text, as well as SEO. Here are some best practices in localization for today’s advanced e-commerce environment.
The need for localization services cannot be overestimated. We all know that less than 25% of web browsers today speak English. More than 50% of browsers today would prefer to shop for products in their native languages – even if they read or wrote English. This is true for more linguistically evolved cultures such as Europe, China, and East Asia. This may be less of a phenomenon in linguistically suppressed cultures like India. However, off late, the penetration of the internet and the upward mobility of the “linguistically suppressed” classes of society have made vernacular languages come to the forefront, and ever more non-English-speaking customers are accessing information on the web. This makes the need for translation, localization and transcreation even more important. The cost of localization is one challenge, which a rational result-oriented management will put aside and take the plunge. The issues that need to be discussed is HOW to get a good translation done, and to make the money spent worth its value.
In this article we will discuss what companies must do to correctly execute their translation projects.
Before we discuss what we SHOULD do, let us throw light on some important DO NOTs. The last thing one should do is to translate their content using a machine. A machine after all does not understand the complexity of human language. We may see human language as complicated or flawed and devoid of linear logic. But it is different from how a machine is designed to think. Language has too much ambiguity and too many complex rules, subtle nuances, which a machine translation will not be able to grasp. We all know the errors in machine translation. Idioms are the worst hit. Literal translations of figurative speech is a catastrophe. Machine translation only serves the purpose of internal consumption of alien communication. It is most inappropriate for publishing or for client consumption. Machine translation may be very cheap, but it will cause damage instead of adding value to the work we put in. Instead, a business should invest in human translation. Engage professionals, who will orient your content to your target audience.
Experts know how to translate your content without causing misunderstandings.
Linguists are trained not only in linguist equivalence but also in cultural diversity.
Their insight and expertise in this very area is what adds value to your translation.
Should one hire a freelance translator? Or a translation service provider agency??
This is an eternal dilemma that presents itself at the next stage of decision making. Translating one’s content involve much more than translation alone. There are many things that go into localizing one’s content apart from rendering the words in a foreign tongue. One must bear in mind the following points:
When translating non contextual matter, you are translating not only the main content, but also many more elements like buttons, short messages, captions, drop down menus and so on. These can have several meanings in the target language, and since they are not complete sentences, they lack context.
Often, meaning is added by the layout and functionality of the button within a
webpage, which is often lost to the translator when s/he is looking at the text in
isolation from the layout or design. A translator will perhaps provide more than one option for translation, but may not understand the placement, function, and use of the said terms on screen. In the absence of the contextual understanding, translation may be correct semantically, but will appear inappropriate in the given position.
A simple example from website translation is – “learn more”, which may be translated to mean – you know a lot – in another language – simply because in a target language the words for learn and know may be similar – or it may not be clear that the caption is being used as a button indicating further information – and perhaps a functional translation would be – (click here to) read more. The graphics and placement of a web page may convey meaning that this is a button, which one must click in order to …. LEARN MORE … about the theme. But in an excel or word document the functional meaning is not available to the translator and the literal translation can take several forms.
When this is imported into the website – and one reads something that says – YOU KNOW MORE – on the button – you lose face before your audience. This is where the agency comes to your rescue. The translation agency is responsible for the complete implementation of website localization with all its functionalities reproduced.
There is not the main content to translate. There are buttons, menu sections, pictures containing text in graphic format, pop-up messages, list of languages and so on. Every element needs to be translated to give the good impression. That is the reason it is called localization, of which translation is a part! See for example of the website of WordPar International. Our site is available in 15 languages as of now. All elements are translated. And when you see the drop-down list of languages in which the site is available, you will see an interesting
phenomenon!
As can be seen, care has been taken to translate the menu options to the respective languages, but the list of language has been retained and each language is given in its respective and original form. The rationale for this choice is that the drop-down list is the interface for the foreign language speaker who wishes to read the site and its content in a different language. If the language name is given in the language in which the site is written, then the communicative function of language option is lost. The name of the language name is the doorway from the existing site to the language of the foreigner – and when in the language of the foreigner, it makes it easy for him to identify. It’s like a foreign embassy in an alien country. An interface. A changeover and transition point.
Notice also how the Arabic page is inverted, not only for the direction of writing, but for the alignment and layout, keeping the sequence of the menu options from right to left. About Us is on the extreme right instead of left, and the language option is on the extreme left instead of right, in descending order of priority.
Transcreation is a the new buzzword in localization services. Translation ought to be treated as original writing. For technical subjects, we consider translation to be a fresh technical writing in the target language. For it to be and sound originally thought out in the given language. In website translation and marketing, we talk about transcreation, that is, recreation of original marketing material, not only to carry forward the message of the source document, but to create something in style, intent and perhaps in content that is original and specific to the target language.
Transcreation can take the form of editing a translated document with a fresh mind, or it could comprise studying the content, structure and function of the source text, and re-creating and original text with the help of original marketing writers.
Transcreation helps get a language and style that is not restricted an unbiased by
the dictates of the language of the source document. The tone of voice, the choice of style, words and imagery will also not be bound. Very importantly, SEO keywords will be originally thought of. Translations of documents do not guarantee the SEO and keyword considerations. Beyond the semantic, there are many other aspects that are re-created in transcreation. Not only will transcreation add new aspects, words, and features, but sometimes also omit pages, sections and content that may be irrelevant. A fresh site based on the basic guidelines from the source is created AFRESH.
Localization and transcreation, it is important to adapt the design, graphics, and layout of each language site. This should be done keeping in mind that the identity of recognizability of the brand is not diluted. There must be a common thread, say in terms of fonts, color schemes and general layout across all language sites. Consistency across the board is essential. The site in each language should relate to the same product, concept, and company. Although minor differences are acceptable, the overall theme and design concept should be consistent in all languages.
A language service provider is your best consultant who will manage translation, transcreation, SEO, design and localization.
Need professional translation, localization, or language solutions tailored to your industry? We’re here to help you communicate seamlessly across borders. Connect with us today to discuss your project requirements.
Vikram Malhotra is the Founder and CEO of Wordpar International.
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