What is website localisation?
In our rapidly globalizing world, businesses are expanding their reach and targeting customers in various regions. One essential aspect of reaching a global audience is website localisation.
Localisation refers to the process of adapting a website or any other form of content to suit a particular target audience in a specific region or market. This is done by considering cultural preferences, language nuances, and other factors that may influence user engagement and perception.
Above all, localisation aims at creating a seamless user experience and establishing a strong connection with the customers in the target market.
The fundamentals of website localisation
Localisation involves a series of steps and considerations to ensure that the product or service is perfectly tailored to the local market.
Localising a website include different aspects. First, understanding the culture and preferences of the target audience and adapting the content to local norms, values and traditions. But it also includes dates and time formats, currency and measurement units.
By addressing all these aspects, localisation ensures that the product feels native to the target market. As a result, you increase your chances of success.
The difference between translation and localisation
Although translation is an essential component of website localisation, the two terms are not interchangeable.
While translation refers to converting text from one language to another, localisation encompasses a broader scope. It goes beyond language translation to encompass the cultural, social, and technical aspects of the target market.
Example of website localisation
Let’s illustrate the importance of localisation with a cultural aspect. For example, consider you are a Greek hotel that aims to attract French-speaking tourists.
You have a special offer valid during the Greek Orthodox Easter and you promote it on your website.
However, if you are targeting the French-speaking market in Western Europe, Catholic Easter is typically celebrated at a different time.
Therefore, you have three localisation options:
> Simply omit this content.
> Adjust the dates of your offer to align with the Catholic Easter.
> Keep your offer as it is and create content explaining what Orthodox Easter is and why it is significant in Greece.
Translation, localisation and SEO together for a winning strategy
In today’s digital era, having a winning strategy involves not only translation and localisation but also optimising the content for search engines.
By incorporating relevant keywords and phrases in the translated and localised content, businesses can increase their visibility in search engine results and attract more organic traffic.
This means that companies need to invest in a comprehensive approach that combines translation, localisation, and search engine optimisation (SEO). This is the key to achieve maximum impact and reach their target audience effectively.
Localisation is a crucial element in today’s global marketplace.
It goes beyond language translation to adapt products and services to the cultural, social, and technical aspects of the target market. In other words, it ensures a seamless user experience and foster a strong connection with the customers.
By understanding the fundamentals of localisation and its difference from translation, businesses can develop effective strategies to resonate with their target audience and achieve success in the global arena.
Incorporating SEO into the translation and localisation efforts further amplifies the visibility and impact of the content, ensuring a competitive edge.
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