One of the main takeaways from Wal-Mart’s international struggles is that localization is not a silver bullet. Having what the average company considers unlimited resources is also no guarantee for success! Without a comprehensive plan to identify, evaluate and validate markets, penetration remains elusive. “When you build a castle you build the foundation first. Wal-Mart did it in reverse in Brazil,” explained a former Wal-Mart senior executive. “It is so hard to build a national chain when your system backbone is not in place.”
Expanding your online presence through SEO (search engine optimization) can be a painstaking process when you’re catering to different cultures and languages. New trends in SEO goes beyond using the built-in translation feature in your browser. Directly translated keywords can only get you so far; and to really penetrate the market you need to incorporate a strong localization strategy.
The whitepaper 10 Tips to Advance Your Global Web Presence – Take control of your worldwide digital marketing strategy gives aspiring international companies 10 tangible tips to help them appreciate the challenges ahead of translating or localizing their website, and guides them through the process of making it the central piece of their global digital marketing strategy
Many executives underestimate the importance of website localization and what is involved in making a global website the center of a strong international marketing strategy. In the previous post 10 Tips on Choosing Website Translation Services, we discussed the first 5 tips. Here are the next 5.
Many translation and localization companies offer website translation services including translation, review, formatting, quality assurance and publishing/serving pages on their or your web servers. One can get easily lost looking for the right partner. So how do you choose who to work with?
Multimedia has gained much momentum on social media and web platforms. Videos are more likely to go viral than text, and text is more likely to catch fire if delivered in local languages.
These trends have been further accelerated with the proliferation of broadband across the word and there is no point of return. The old adage “publish or perish” is now pushed into the multilingual multimedia domain!
When expanding a website’s reach to new global audiences, the whole Search Engine Marketing strategy (SEM) should be reconsidered. As a matter of fact, the keywords and Meta tags that were relevant in local search won’t be effective in international and regional searches. Follow the below recommendations for a smoother SEO strategy localization:
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I recently received an email from a search engine marketing (SEM) professional that may be of interest to our readers. So I am sharing with all:
If you have attempted to use a standard language translation service for the purpose of converting a Pay Per Click (PPC) ad campaign into another language, I am sure you learned the hard way all its shortcomings.