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Website Translation 101

Language Demographics on the Internet

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 01

At March 2009, InternetWorldStats.com reported that:
  • there are 430 million English-speaking users on the Internet;
  • there are 276 million Chinese-speaking users;
  • there are 125 million Spanish-speaking users;
  • there are 94 million Japanese-speaking users;
  • there are 68 million French-speaking users; and,
  • there are 61 million German-speaking users.
Non English-speaking users dominate the internet.


Global Language Translation Landscape

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 02

At December 2008, it was estimated that 1.581 billion people had online access, or roughly 24% of the world's population.

With penetration of the internet fast approaching maturity in the English language world (73.1% in North America at the end of 2008), future expansion will take place in languages other than English, notably in Asia and South America, where internet penetration at the end of 2008 stood at 17.2% and 29.9% respectively.

The rapid adoption of the internet and its advance into so-called emerging markets suggests that future expansion will take place mostly in non-English countries.


Internet User Behaviour — Part I

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 03

  • 93% of consumers worldwide use search engines to find and access websites.
  • 57% of internet users search the web every day and 46% of those searches are for product information or services.
  • Attracting a loyal audience to your website is best achieved through top search engine listings.
  • 85% of qualified Internet traffic is driven through search engines, however 75% of search engine users never scroll past the first page of results.
  • Users looking for products on-line are far more likely to type the product name into a search engine (28%) rather than go into an engine's "shopping" channel (5%) or click on banner ads (4%).


Internet User Behaviour — Part II

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 04

  • 62% of Search Engine users don't look past the first page of results;
  • 19% don't look past the first two pages;
  • 9% don't look past the first three pages; and,
  • only 10% look past more than three pages.

 

 


Internet User Behaviour — Part III

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 05

In a 2007 survey performed by Mastodonte Communication of 1,300 French Quebec web surfers:
  • 48.9% reported using two-word keyword searches;
  • close to 31% used three-word searches;
  • 11% used four-word searches; and,
  • only 9.5% reported using single keyword searches.


The Business Case

Website Translation 101 — Marketing by the Numbers

Website Translation 101 — Marketing by the Numbers — Page 06

Website visitors are twice as likely to remain on a site and three times more likely to do business with an organization if the content is available in the visitor's native language.

A multilingual website delivers a clear message to the people in the target market that you are sensitive to their language needs. In a word, it's all about stickyness.

If your website content were available in the world's top ten languages in use on the internet — including English — your content would be accessible to over 961 million web surfers (approximately 62% of the online user base).

 

 

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Related Article:
The Global Language Landscape – Languages in Use on the Internet

Instant Search:

FreeTranslationClassifieds.com website for Website Translation resources.

WEBSITE TRANSLATION STORE

Everything the web has to offer in terms of website translation, localization and search engine optimization reference material that is of particular interest to multilingual website publishers can be found in the FreeTranslationClassifieds.com Website Translation Resource Store.

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A Path to Business Success Online

Website Translation 101 — A Planned Approach

Website Translation 101 — Marketing by the Numbers — Page 07

TRANSLATION → LOCALIZATION → OPTIMIZATION
  • Localization:

    Foreign Norms & Customs ≠ Pittsburgh, PA 'Culture'
    • #1 – Do No Harm: Think Local Language Idioms
    • #2 – Don't Offend: Think Cultural Sensitivities
    • #3 – Be Credible: Think Special Language Characters
  • Optimization:

    Meaningful Visibility = First 3 Pages of Search Results
    • Local & Regional Search Engine Idiosyncrasies: Think Filters
    • Keyword Research: Think Long Tail
    • Keyword Research: Local and Cultural Friendliness

There is little point in having a website translated into Spanish, if it's invisible to people who search the web using Spanish terminology that your website has not been optimized for.


Translation SEO Basics — Part I

Website Translation 101 — SEO Fundamentals

Website Translation 101 — Marketing by the Numbers — Page 08

TRANSLATION → LOCALIZATION → OPTIMIZATION =

SEARCH ENGINE OPTIMIZATION (SEO) BASICS

Begin with the (page) Title meta tags:
  • make the page titles relevant to your content;
  • include the page's most important keywords in the website's page titles.
Next Step: (Page) Description Meta Tags

A properly crafted (localized) description that is keyword relevant will not only show up in Search Engine Results, its "contextual value" is likely to gain your website a higher position in the search results.


Translation SEO Basics — Part II

Website Translation 101 — SEO Fundamentals

Website Translation 101 — Marketing by the Numbers — Page 09

TRANSLATION → LOCALIZATION → OPTIMIZATION =

SEARCH ENGINE OPTIMIZATION (SEO) BASICS

Think "long tail" keyword search strings, e.g.

Certificate translation service in Chicago Chinese to English

More and more web surfers make their search more specific by way of a two, three, or four-word plus search string, e.g. Spanish website localization in Dallas, to generate a more qualitative and manageable number of search results (ideally under 100,000) as opposed to one-word (e.g. localization) or two-word (e.g. website localization) searches that would generate all but meaningless results numbering in the millions.


Translation SEO Basics — Part III

Website Translation 101 — SEO Fundamentals

Website Translation 101 — Marketing by the Numbers — Page 10

TRANSLATION SEO BASICS: Content – Content – Content

Section headings that are tagged with H1 and H2 tags will flag content for priority indexing by the Search Engines.

Make sure your section headings reflect keywords to bolster page optimization. Again, think "long tail". Also, think of the first paragraph of your Body Text as a summary or abstract of the content that visitors will find on the rest of the page.

Anchor Text (aka Link Text) should be meaningful and also be keyword-oriented. In other words, avoid cryptic codes or abstruse abbreviations. Think in terms of keywords that you want to optimize for.

Use bold and italicized text (laden with keywords) where appropriate.


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