Global search efforts getting lost in translation

Global search efforts getting lost in translation

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found nearly one-half of large Web-site decision makers had translated content on their sites into another language to optimize for international search, suggesting solid recognition for the evolving global marketplace. By contrast, fewer than one-quarter of these same decision makers had engaged in localization or adapting site content to a specific language, country, or culture by taking into account nuances such as local terminology and consumers’ preferences.

These findings are outlined in a new report published by JupiterResearch, “International Search: Benchmarking the Global Search Marketer,” and focus on the ever increasing need for marketers to do more than simply translate content. Search marketers must build the localization piece into their campaigns or risk misallocating their globalization spending.

“True localization, rather than just translation, is essential to international search,” explained Vice President Zia Daniell Wigder, lead analyst of the report. “ Direct translations of a site are unlikely to include the most commonly used search terms, resulting in a site that can be understood by the local audience but may receive little traffic if it fails to appear in search results.”

The report also states U.S. marketers are lagging behind European counterparts, which were more likely to use or plan to use international search tactics such as language and location targeting. The relatively smaller size of European marketers’ home markets and the proximity of foreign markets make the international piece an important part of many search campaigns.

“Localization can add significant costs to simple translation efforts, but this next step is becoming increasingly necessary. The unfortunate thing is that more U.S. marketers than those in Europe do not fully understand the need, said David Schatsky, President of JupiterResearch. “The simple truth is U.S. marketers risk leaving substantial revenues on the table if they fail to look beyond basic language translation.”

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch’s methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email [email protected] to request a detailed methodology statement. For additional information on this report or JupiterResearch’s Web Globalization research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or [email protected]

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.

Katia Reed
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