How do you plan your translation strategy?

Assembling a Localisation Team

The first step is to assemble a team that will manage the localization process from A to Z. It’s important to assign an internal project leader that manages the import/export of content and creates a briefing. This is complemented by an external project manager that recruits a team of qualified translators and supervises the projects, ensuring on-time delivery.

Having a good team of translators is vital to the success of any ecommerce localisation project. As a general rule, they should be native speakers of the language that they are translating into. In some cases, it may be important to be even more specific and find a translator for a region so that they can use the local vocabulary and cultural references. Not only should they have experience in translation and knowledge of the field (example fashion or beauty products), but they also need to convey the brand’s personality. A casting process where several translators submit a sample translation of the same source content is one of the best ways to choose the team of translators.


Building an SEO Strategy

Entering a new linguistic market makes it necessary to create an SEO strategy from scratch. This means identifying the right keywords to use in order to rank well in search engines by translating a list of synonyms and working with translators experienced in SEO to choose the most effective ones.

It is also important to localise the keywords to each region, where the same word may have a different spelling or meaning. For example, “blue pants” means blue “pants” in North America, while in the UK it means blue “underwear”. Other regional differences include the use of English words instead of their local translations. For example, in Germany, the word “computer” is used more often than “Rechner”. To ensure a consistent style for future translations, it is recommended to store all of your keywords and brand-specific terminology in an online glossary.


Managing your Content Import/Export

Many online retailers have websites with hundreds or thousands of product listings. Each listing contains several elements such as title, description, meta data, url, etc. Manual copy/pasting is no longer feasible for such a large amount of content, which is why there are a variety of import/export management tools are available. Most ecommerce CMS platforms usually have a simple solution that creates an XML or CSV file with all of the product information. There are also many plugins and integrations that make it possible to send content directly from the admin interface to a translation provider.

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