By: Amanda Gabbert

No matter what type of website you run, you reach out to an audience, sometimes a multilingual audience. Implementing a multilingual site or multilingual options will expand your audience and globalize your website. Implementing a multilingual site does not require you to speak multiple languages with the products available today. You can determine the best audience to reach and the best way to translate your site by using web analytics and other tools. Website translation is a way to improve your SEO (Search Engine Optimization).

Reaching out to an international audience can yield many benefits. A multilingual site generates new business, creates cost efficiency and produces a versatile image.  Although we may think English speakers dominate the web, the availability of computers changes this and English speakers will eventually change to the minority (according to Yahoo Voices).  Reaching out to the world via the web generates an image. If this image is positive, it will portray customer orientation and the effort to care about customers. Creating a trust with the customer through a cultural perspective can give both you and international customers the confidence to work with one another.

Chinese Van Gogh Gallery website

The Van Gogh Gallery website translated into Chinese.

Web analytics can track web traffic and assess whether or not you could expand your demographic. Using an analytical tool such as Google Analytics can help identify your audience and who you may want to reach out to more. Google Analytics is user friendly and makes finding information on your audience simple. After creating an account, you can identify the language and country associated with your visitors by selecting “Demographic” in the “Audience” menu. By clicking on “Language”, Google Analytics will display which languages your website visitors may speak. This is determined by where they are browsing from. The “Location” identifies which region your visitor is browsing in. In both of these sections there is data available that lists what country and language the visitors associate with, the number of visits, the number of pages visited, visit duration, percent of new visits and the bounce rate percentage. By analyzing this information, you can determine who visits you most frequently and if it might be beneficial to create a multilingual website to target them more directly.

The translation of website content is possible and easier with the number of resources available. Adding a machine translation widget can get the job done but hiring a human translation service is preferable because the language will sound more natural. Content management systems, or CMS, also provide efficiency in translating websites. Depending on the CMS you choose, you can translate a site, launch a site in a different language, and change the settings for the type in your native language to be translated later. Auctori is a CMS that does all of this as well as provides modules for website manageability. Auctori can also place multiple languages on the same page using its ManyLingual technology. To translate your website and expand your audience contact  Auctori.

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