Website translation incl. SEO

What goes into translating a website?

Translating a website is multi-faceted and encompasses the following aspects:

• The language of marketing: at least some of the text on a commercial website is usually marketing copy aimed at sparking the interest of potential customers and persuading them to engage with a product or service. Translating this copy effectively requires creative flair, and the technique used is thus known as transcreation (see below for more information).

• Search engine optimisation (SEO): everyone wants their website to rank well in online searches. To make sure that the translation of a website performs well in searches, translators need to research which key words will be effective in the target-language market. These are not necessarily direct translations of the key words used in the original language.

• Localisation: parts of the text that are culturally specific - e.g. place names, times and dates, references to customs and habits, jokes - need to be adapted so that they make sense to readers who speak a different language and/or live in a different region.

• Harmonisation of terminology and style: consistency is essential to ensuring that a website looks professional and credible, and to avoid confusion. For example, product names should be spelled and capitalised in the same way across the website.

  I offer a holistic service that covers all of these facets, so that my customers can be sure their website resonates with readers in English-speaking markets.

What does the transcreation process involve?

· In the transcreation process, a translator will ensure that the target text:
a) communicates all of the relevant information contained in the source text in a polished and natural-sounding way, but also
b) has the right tone and style for the target readers, and contains references and imagery that will resonate with them.

· To do so, the translator will substantially adapt aspects of the source text. For example, where traditional translations tend to adhere closely to the structure of the source (e.g. placement of headings, number of paragraphs, order in which information is given), this structure may well be changed in a transcreation.

· Mindful of cultural differences, the translator will also find creative ways of adapting imagery and cultural references to ensure they make sense in the target-language context.

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What is transcreation and what is it used for?

What is it used for?

· Marketing translations: Producing effective marketing copy requires creative flair, and the same goes for translating it into other languages. Translating a marketing text too literally will produce a text that is dull, clunky and confusing for the target readers. The translator needs to employ transcreation techniques to create target-language copy that truly speaks to its intended audience.

· SEO (search engine optimisation): Transcreation is key to ensuring that translations perform well in online searches. This is because search engines favour unique content that is able to hold the attention of the user. Website texts that have been transcreated by a human translator are the most successful at engaging the reader and keeping them on the website for longer, thus boosting the site’s search ranking.

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If you need a website translated, please get in touch. I will be happy to provide you with a quotation based on the length and complexity of the text.