{"id":1534,"date":"2017-10-12T00:00:00","date_gmt":"2017-10-12T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=1534"},"modified":"2017-10-12T00:00:00","modified_gmt":"2017-10-12T00:00:00","slug":"is-your-translation-vendor-digital-ready","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/is-your-translation-vendor-digital-ready\/","title":{"rendered":"Is Your Translation Vendor Digital-Ready?"},"template":"","blog_categories":[9,12,15],"resource_categories":[37,30,35,20,33,21,23,32,22,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1534","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies","blog_categories-marketing-strategies-omnichannel","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Traditional translation agencies don\u2019t understand digital-first channels, and can\u2019t keep up with the pace of online business.","news_inline_styles":"","blog_video_id":"","article_body":"<p>Don\u2019t use a traditional translation agency to localize your online marketing channels. Those companies don\u2019t understand the unique demands of website translation, and other digital-first concerns such as:<\/p>\n<ul>\n<li>Mobile <\/li>\n<li>Online multichannel <\/li>\n<li>SEO <\/li>\n<\/ul>\n<p>  Read on to see how these agencies can\u2019t deliver, particularly in digital-first channels.<\/p>\n<h2>Why Traditional Agencies Fall Short<\/h2>\n<p>  Your longtime translation agency probably does a fine job of localizing your offline marketing content, such as brochures and documentation. But online translations require a fluency in technologies, workflows and digital-first expertise that are all beyond most legacy agencies\u2019 grasp.<\/p>\n<blockquote>\n<p>Legacy agencies don\u2019t understand the unique demands of website translation, or digital-first channels.<\/p>\n<\/blockquote>\n<h2>Translating Your Mobile Content<\/h2>\n<p>  In many emerging markets, mobile devices have become the primary way customers access the web. Nearly 90% of the population in developed countries now use smartphones too, according to Pew Research.<\/p>\n<p>  Are you localizing your mobile experiences\u2014such as responsive sites, mobile sites or apps\u2014for global customers? Traditional translation agencies shift needless risk and effort on their customers in this digital-first channel.<\/p>\n<blockquote>\n<p>Mobile-device adoption continues to skyrocket worldwide. You must localize your mobile experience for global customers.<\/p>\n<\/blockquote>\n<p>  These agencies often require customers to be heavily involved in a complicated, error-prone translation workflow to localize their websites. This inefficient, manual workload can be doubled, if you\u2019re localizing a mobile website, too:<\/p>\n<ul>\n<li> Identify new or updated content for translation <\/li>\n<li>Manually extract and compile it for translation <\/li>\n<li>Inject the translated content into your translated mobile site and website instances <\/li>\n<li>QA the translated sites to ensure translations display properly and don\u2019t \u201cbreak\u201d templates <\/li>\n<li>If breakage occurs, identify the translations causing the disruption and iterate the copy until the problem is eliminated <\/li>\n<\/ul>\n<h2>Translating Your Digital Multichannel Content<\/h2>\n<p>  If you wish to become truly successful in global digital markets, your translation needs extend well beyond your localized website to:<\/p>\n<ul>\n<li>Social media posts <\/li>\n<li>Blog posts <\/li>\n<li>Pay-per-click (PPC) ads <\/li>\n<li>Email newsletters <\/li>\n<li>PDFs, videos and more <\/li>\n<\/ul>\n<p>  Localizing this marketing content is challenging for legacy agencies. It\u2019s effectively impossible to do it at the speed you need, particularly as you react to in-market trends, online memes and timely headlines.<\/p>\n<p>  These translation delays can lead to issues of in-market discoverability, or even relevancy.<\/p>\n<blockquote>\n<p>Digital marketing requires fast translation of multichannel content. Often, legacy agencies can\u2019t keep up. <\/p>\n<\/blockquote>\n<p>  In contrast, great digital-first agencies\u2014technology companies that specialize in translating online and digital content of all kinds\u2014provide you with tools to access your translations at any time for multichannel use.<\/p>\n<p>  Their APIs and user interfaces deliver previously-translated content to you instantly, and at no additional cost to you. <\/p>\n<h2>Using Global SEO Best Practices<\/h2>\n<p>  Unlike traditional translation agencies, digital-first agencies use technologies that can detect <i>all possible translatable content<\/i> on a website, and localize it to maximize discovery via organic search.<\/p>\n<p>  This content includes more than what\u2019s visible on your website. It also includes those SEO-rich \u201cunder the bonnet\u201d elements, including:<\/p>\n<ul>\n<li>Page titles <\/li>\n<li>Metadata and structured data <\/li>\n<li>Alt tags and more <\/li>\n<\/ul>\n<p>  This invisible content, and on-site text, can be optimized with in-language keywords. <\/p>\n<p>  Legacy agencies really struggle with this. They\u2019re keen to deliver translations that are linguistically accurate, but rarely account for digital-first channels and how customers use them.<\/p>\n<p>  Your global websites and digital marketing channels won\u2019t be successful unless they feature keywords that customers are <i>actually using when they search online for your products.<\/i><\/p>\n<blockquote>\n<p>It\u2019s hard for traditional agencies to adapt to the unique needs of digital-first translations and international SEO.<\/p>\n<\/blockquote>\n<p>  These make a big difference in organic and paid search traffic. Ad banners and PPC campaigns rely on them. Your translation agency should conduct keyword research within regional search engines, and craft translations with the highest SEO value.<\/p>\n<p>  Most traditional agencies don\u2019t do this, or can\u2019t.<\/p>\n<h2>Conclusion<\/h2>\n<p>  It can be a major challenge to question the effectiveness of your current translation agency\u2014especially if you\u2019ve been partners for many years. But website translation requires a different kind of agency fluent in online technologies, efficient tech-driven workflows, and in-market user behavior.<\/p>\n<\/p>\n<p>  Be sure your agency is equipped to handle the unique demands of your \u201calways on\u201d online presence. And if it doesn\u2019t, consider contacting one that can. 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