The technical side of website localization

In our first article, we reviewed the general principles of website localization. We’re now going to move on to the process itself, which features specific steps and has certain consequences.

Localization is not a simple process that can be fully automated, although automation tools and software can help to speed things up and avoid a number of mistakes.

The localization process features a number of stages, including automated translation, a topic we’ll cover in the first section below, as well as editing and post-editing – activities that are carried out by humans and play a significant role in adapting a source text to the cultural and behavioral requirements of the target language. Finally, there is a technical SEO element, which ensures accurate multilingual SEO that returns lots of results for the localized website.

1. Translation and localization

The first step is to check what platform the website is based on – most sites use WordPress these days. Once the platform has been determined, a special plugin is installed. Plugins – programs that connect websites with the translation software – are available for most web platforms.

Plugins are like little pieces of code. They are not developed by website platform developers themselves, but by a separate IT company, and are then simply installed and activated on the source website to be localized. Think of them as like an API, a connection between two pieces of software, in this case the website and a translation tool, which makes it possible to automate the translation process and minimize the risk of human error.

The process is as follows: we send a number of pages to the translation tool and oversee translation management. Once the translation has been completed, fully reviewed and checked, we then send the localized content back to the content management system, notifying the customer that the job is ready. Then, in WordPress for instance, the customer accesses the translation management section and simply clicks “Synchronize” to upload all the translations to the Internet.

When an API is not an option, it is worth checking whether your website’s content management system allows content to be imported and exported using formats suitable for translation, e.g. XML or even XLIFF files. Such formats can be easily handled by professional localization software. All non-relevant content is protected during translation with special filters, which can be also tailored by our localization engineers. Once the localized content is ready, it can simply be exported back, minimizing manual intervention.

In some cases, custom content management systems do not allow any automation. This is where manual export and import of content becomes unavoidable, however the translation process is still automated: professional localization tools are used to ensure that the translation is consistent and meets the client’s requirements.

To explore the capabilities of the content management system, our localization engineer will need to be able to access the  website – this means that clients have to create an account for us and provide credentials. If such access cannot be granted, this work will need to be done on the client’s side.

As translations are delivered, some additional steps, such as fixing links, are carried out. Since links will remain in the source language, these are generally updated by clients themselves, although we can also handle these final adjustments if desired. In such cases, we will require certain access rights, so the client creates an administrative account for our engineers. However, in our experience, most clients prefer to carry out these technical fixes themselves.

Before the localized pages are ready to go live, it is also important to implement so-called “linguistic sign-off” or localization testing. This step is vital to ensure that the content is flawless, regardless of whether or not full automation was used during the translation process. During this testing, a third-party linguist reviews the localized pages and records any issues to be fixed. This procedure helps to eliminate all manner of possible imperfections that can influence your customer experience, including issues that have arisen due to manual intervention or a lack of context. It also helps to ensure there are no corrupted characters – especially important for non-Latin languages – possible character limitation issues and other problems, even including some technical errors.

If you require multilingual localization, the usual practice is to localize a website into several languages at the same time. If any issues arise, it is easier to fix them all at once. We always opt for parallel localization because it is ultimately the quickest option.

2. Technical SEO

After receiving the terms of reference from the client, there are two possible paths, depending on whether the site texts are optimized.

If the source texts are search engine optimized, the following types of translation are possible:

1. Straightforward translation. Some “loss” of keywords from the text is likely, however visitors who are speakers of the target language may not use those phrases when searching.

2. Translation with SEO in mind. Here, there is an emphasis on keywords in the source language and selecting equivalents in the target language.

These two approaches can also be combined to reduce labor costs, taking SEO into account when translating important pages, and sticking to basic translation for less vital sections of the site.

If the website has not been optimized for search engines, and the translation process also requires the client to optimize existing texts for search engines, and perhaps prepare new pages, standard search engine optimization work is carried out for the primary (source) language of the website, i.e. the language used by the main target audience:

– SEO audit

– Gathering and clustering of semantics

– Optimization of existing texts

– Development of new pages

– etc.

Localization is certainly not a straightforward process and every project has its own unique features, requiring a customized approach. It is vital to remain in contact with the client and coordinate administrative work, including by exchanging feedback, providing website access credentials, and fine-tuning technical aspects. It is not a linear process, and while we have set out the general principles in this article, we recognize that every project is different and likely to be much more complex in reality. Automated translation has a huge role to play in completing projects, but the human touch is essential. Website localization projects require specialist input from editors, IT project leaders, project managers, and web engineers. Meanwhile, clients should not underestimate the importance of the localization process or the outcome produced: ultimately it’s the reputation of the company or brand that is at stake.

If you’d like more information or to request a website localization guide, please get in touch using our contact form!