How to Localize Your Website
At its simplest, website localization is the process of refining and optimizing web content through culture, language, and flow to provide the most useful and relevant experience for users. It’s not the same as translation: localizing content takes into consideration the nuances of the target region. Some words can have the same definition, but different meanings in different contexts. Similarly, there are always different dialects of a language, like Spanish in Spain, Spanish in Mexico, and Spanish in South America.
Most companies may not understand the difference between localization and translation, but effective website localization is far more nuanced than simply displaying words in a new language. 继续阅读，了解对网站本地化的正确态度以及如何通过有效且地道的方式进行网站本地化。
Globalization vs. Internationalization vs. 本地化
Globalization, internalization, and localization are three different concepts related to how businesses operate and expand their operations. Globalization refers to the integration of economies, cultures, and societies across the world. In business, globalization involves expanding operations into different countries and regions, establishing a global supply chain, and adapting products and services to meet the needs of diverse cultures and new markets.
Internationalization is the process of creating software or mobile apps that are then localized to target unique cultures, regions, and languages. Software developers and engineers do this to help ensure that websites are successfully localized and that the website can support other languages and cultures.
Localization refers to the process of adapting products, services, and marketing strategies to meet the specific needs and preferences of a particular local market. This can involve changes to language, design, branding, or product features to better appeal to local consumers. Website localization can help companies gain a deeper understanding of local markets and establish stronger relationships with customers.
关于本地化的基础知识
网站本地化涉及五大关键要素
- Language and regionalisms ensure that copy, content and brand voice come through accurately and authentically—and make users feel like the site experience has been customized for them.
- Cultural elements of communication like date and time formats, units of measure and local holidays ensure that websites communicate an understanding of global nuances and make users feel at home on the site.
- Transactional elements such as currency, payment options, addresses and character sets are not only important for the local feel of the site, but for the accuracy and proper handling of transactions and on-site conversions.
- Local communication and trust elements such as phone numbers, local addresses, in-language customer support, legal notices and security banners may not seem mission-critical, but they're key to engaging with local audiences. 它们还能确保当地市场的销售和营销团队掌握服务客户所需的信息。
- Navigation and discovery for your translated site is critical to helping users select the language they need, and immediately start interacting with your site in an authentic way.
4 Benefits of Website Localization
Website localization can provide several benefits for businesses looking to expand their global reach. Here's what you can expect to gain from the right localization for website strategy:
- Increased sales and revenue: A localized website can help businesses tap into new markets and reach customers who may not have been able to engage with the brand otherwise. By providing a website that is accessible and relevant to local customers, businesses can increase sales and revenue and establish a stronger foothold in local markets.
- Improved SEO and website traffic: Localized websites that are optimized for local search engines and keywords can help improve search engine rankings, which can drive more traffic to the website. By using the right keywords and phrases in local languages, businesses can increase their visibility to local customers who are searching for their products or services online.
- Increased customer engagement: Localization allows businesses to tailor their website to the specific needs and preferences of a local market, which can increase customer engagement and satisfaction. By providing content that resonates with local audiences, businesses can create a more personalized experience that encourages customers to spend more time on the website and engage with the brand.
- Improved brand reputation: Localization can help businesses establish a stronger presence in local markets, which can improve their reputation and credibility with local customers. By showing a commitment to meeting the needs of local customers, businesses can build trust and loyalty, which can lead to long-term success and growth in new markets.
How to Begin Localizing a Website
您是否为网站本地化做好了准备？如要为此奠定坚实基础，您必须问问自己：
- 我是否忠实于打造地道的多语言网站，从而让用户感受到我对其体验的重视？（您可在接下来的章节中阅读有关这方面的更多内容。）
- Do I have the right professionals on my team to support my site as it scales? 优秀的合作伙伴可帮助您轻松做到这一点。
- 当地市场的销售团队是否在要求我为其客户提供更加全面、可靠的网上体验？如果需求确实存在，就应当花时间满足需求。
- Is my content engaging and enriching enough to attract local audiences? 您已经在打造完善的在线体验方面进行了投资，您必须确保获得最大的投资回报。
How to Keep Your Website Relevant
在进行网站本地化时，当地市场的网站访客应能体验到日常生活中的所有元素、理念和内容。
That means making sure your content uses the culturally relevant, preferred terminology, phrases and slang of the local customers you’re serving. 逐字翻译显然会与当地文化脱节，并且会对SEO和品牌一致性产生不利影响。
本地化方法也包括对多媒体内容进行本地化。以当地语言正确显示图片、视频内容和PDF可提升品牌信誉，并鼓励客户与内容进行互动。
细节决定成败。确保您网站上的重要内容在翻译成当地语言后便于理解和使用，这涵盖从本地化货币和支付选项到度量单位、地址格式和联系方式的各方面内容。完成这些关键内容的本地化之后，您的客户在访问网站时就不会错过任何重要信息。
What Needs to Be Localized?
Great website localization means thinking beyond the site itself to all the digital assets, content and channels that make up your international digital presence.
最首要的是，考虑您的网站将如何被当地人发现。确保当地搜索引擎能够发现您在当地的新网站，让客户能够在搜索结果中轻松找到您的网站。Working with a website localization or translation partner that knows SEO can give you an advantage, too, by thinking beyond localized keywords and leveraging advanced technologies like Proxy. 这可确保翻译版网站在您客户当地的搜索引擎结果中恰当显示。
The most advanced providers can help with powerful user preference-detection technology for your site that can do things like seamlessly welcome first-time visitors in the language they’re likely to speak and help them find the localized site that best fits their needs.
确保您的全渠道内容页得到翻译，例如电子邮件宣传、社交网站发贴和线下资源。You need to consider things like social media handles and pop-ups, as well as how localizing affects format. For instance, Arabic reads right to left, which must be taken into consideration. Work with a partner that can help you find and localize this content and ensure that it's connected to your digital presence in all the right ways.
为什么微型网站不足以担负重任
As you expand to international markets with your digital presence, one thing becomes abundantly clear: local markets expect a website experience that is every bit as fantastic as the one on your flagship site.
经过简化的微型网站是一种富有吸引力的选择。微型网站浓缩了您公司的基本信息，将其翻译为当地语言并向当地市场的用户提供简化版的体验。
But users regularly abandon websites that don’t provide consistent language experiences or deliver compromised experiences in favor of taking a simplified approach.
As you extend your global reach into new markets, strike the right balance with powerful website translation that doesn’t compromise the user experience.
Website Localization Is an Investment in Your Global Business
As you consider ways to adapt your company’s website for local markets, look for solutions that deliver accurate and authentic website translations and offer engagement-boosting localizations.
要达到出色的网站本地化效果，世界一流的译者、能够将合适的本地化内容呈现给适当受众的强大技术，以及轻松发布、跟踪和更新定制内容的强大工作流和翻译管理能力缺一不可。
您的全球业务理应拥有最出色的数字表现。理想的合作伙伴应能够有条不紊地部署网站翻译和本地化，确保向您开展业务的每个市场提供清晰、有效和可靠的内容。