¿Qué es la localización de sitios web?


Las traducciones relevantes a nivel cultural generan una experiencia excelente con la marca para los clientes locales y aumentan el interés y las conversiones.

How to Localize Your Website

At its simplest, website localization is the process of refining and optimizing web content through culture, language, and flow to provide the most useful and relevant experience for users. It’s not the same as translation: localizing content takes into consideration the nuances of the target region. Some words can have the same definition, but different meanings in different contexts. Similarly, there are always different dialects of a language, like Spanish in Spain, Spanish in Mexico, and Spanish in South America.

Most companies may not understand the difference between localization and translation, but effective website localization is far more nuanced than simply displaying words in a new language. Siga leyendo para saber cómo pensar en una estrategia de localización para su sitio web, y cómo llevarla a cabo de manera auténtica y sólida.

Globalization vs. Internationalization vs. Localización

Globalization, internalization, and localization are three different concepts related to how businesses operate and expand their operations. Globalization refers to the integration of economies, cultures, and societies across the world. In business, globalization involves expanding operations into different countries and regions, establishing a global supply chain, and adapting products and services to meet the needs of diverse cultures and new markets.

Internationalization is the process of creating software or mobile apps that are then localized to target unique cultures, regions, and languages. Software developers and engineers do this to help ensure that websites are successfully localized and that the website can support other languages and cultures.

Localization refers to the process of adapting products, services, and marketing strategies to meet the specific needs and preferences of a particular local market. This can involve changes to language, design, branding, or product features to better appeal to local consumers. Website localization can help companies gain a deeper understanding of local markets and establish stronger relationships with customers.

Aspectos básicos de la localización

La localización de un sitio web abarca cinco elementos clave

4 Benefits of Website Localization

Website localization can provide several benefits for businesses looking to expand their global reach. Here's what you can expect to gain from the right localization for website strategy:

  1. Increased sales and revenue: A localized website can help businesses tap into new markets and reach customers who may not have been able to engage with the brand otherwise. By providing a website that is accessible and relevant to local customers, businesses can increase sales and revenue and establish a stronger foothold in local markets.
  2. Improved SEO and website traffic: Localized websites that are optimized for local search engines and keywords can help improve search engine rankings, which can drive more traffic to the website. By using the right keywords and phrases in local languages, businesses can increase their visibility to local customers who are searching for their products or services online.
  3. Increased customer engagement: Localization allows businesses to tailor their website to the specific needs and preferences of a local market, which can increase customer engagement and satisfaction. By providing content that resonates with local audiences, businesses can create a more personalized experience that encourages customers to spend more time on the website and engage with the brand.
  4. Improved brand reputation: Localization can help businesses establish a stronger presence in local markets, which can improve their reputation and credibility with local customers. By showing a commitment to meeting the needs of local customers, businesses can build trust and loyalty, which can lead to long-term success and growth in new markets.

How to Begin Localizing a Website

¿Está preparado para localizar su sitio web? Para sentar una base sólida debe pensar en las siguientes cuestiones:

How to Keep Your Website Relevant

La localización sirve para que el público de cada mercado que visita su sitio tenga acceso a los elementos, conceptos y contenido de sus vidas diarias.

That means making sure your content uses the culturally relevant, preferred terminology, phrases and slang of the local customers you’re serving. Las traducciones literales dejan en evidencia que son traducciones sin relación con la cultura local, y pueden poner en riesgo cuestiones como la SEO y la integridad de la marca.

Este enfoque incluye localizar también el contenido multimedia. Que las imágenes, videos y archivos PDF aparezcan en el idioma local correcto mejora la credibilidad de la marca y fomenta la interacción con el contenido.

Como siempre, el secreto está en los detalles. Procure que el contenido importante en su sitio hable el mismo idioma que sus clientes globales: desde las opciones de moneda y pago localizadas hasta las unidades de medida, los formatos de direcciones y la información de contacto. Si localiza este contenido crítico, sus clientes pasarán tiempo en su sitio de manera ininterrumpida.

What Needs to Be Localized?

Great website localization means thinking beyond the site itself to all the digital assets, content and channels that make up your international digital presence.

Primero y principal, evalúe qué hará para que los públicos locales descubran su sitio. Es importante que los motores de búsqueda regionales sepan de la existencia de su sitio web local nuevo, para que sea fácil de encontrar en los resultados de búsqueda. Working with a website localization or translation partner that knows SEO can give you an advantage, too, by thinking beyond localized keywords and leveraging advanced technologies like Proxy. Esto garantiza que la versión traducida de su sitio web aparezca correctamente en los resultados del motor de búsqueda local de sus clientes.

The most advanced providers can help with powerful user preference-detection technology for your site that can do things like seamlessly welcome first-time visitors in the language they’re likely to speak and help them find the localized site that best fits their needs.

Y procure que su contenido de omnicanales, como campañas por correo electrónico, publicaciones en redes sociales y recursos fuera de línea, también se traduzcan. You need to consider things like social media handles and pop-ups, as well as how localizing affects format. For instance, Arabic reads right to left, which must be taken into consideration. Work with a partner that can help you find and localize this content and ensure that it's connected to your digital presence in all the right ways.

Por qué no es suficiente tener micrositios

As you expand to international markets with your digital presence, one thing becomes abundantly clear: local markets expect a website experience that is every bit as fantastic as the one on your flagship site.

Puede ser tentador resolver el problema de la localización con un micrositio simplificado que contenga la información más esencial de su empresa, se traduzca al idioma local y oficie como una experiencia simplificada para los usuarios de ese mercado.

But users regularly abandon websites that don’t provide consistent language experiences or deliver compromised experiences in favor of taking a simplified approach.

As you extend your global reach into new markets, strike the right balance with powerful website translation that doesn’t compromise the user experience.

Website Localization Is an Investment in Your Global Business

As you consider ways to adapt your company’s website for local markets, look for solutions that deliver accurate and authentic website translations and offer engagement-boosting localizations.

Trabajar en la localización de un sitio web exige un equipo de traductores de primer nivel, una tecnología sólida que pueda poner el contenido localizado correcto al servicio del público correspondiente, y flujos de trabajo y capacidades de gestión de traducciones bien coordinados que permitan publicar, seguir y actualizar a través de procesos sencillos el contenido personalizado en el que invirtió.

Su negocio global merece la mejor presencia en línea posible. Busque un socio que pueda combinar de manera eficaz la traducción y la localización, para garantizar contenidos claros, efectivos y que generen identificación en cada mercado en el que tiene presencia.

 

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