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For any website translation project, there are five approaches to choose from, all of them matching different client priorities: SEO-friendliness, the client’s IT resources, translation quality, security requirements, budget-friendliness, or short time-to-market. For LSPs, it is crucial to understand the advantages and disadvantages of these options to be able to a) explain the clients what options they have, b) help them pick the right choice for their needs and priorities.

The 5 options are as follows:

1. Manual source extraction and target injection (copy/paste) and sending files (HTML, XLIFF, XML, RTF, XLS, etc.) back and forth

The client extracts the source content, sends it to the LSP for translation, then injects the translated content back. This can work with static content, but huge manual effort and IT-expertise is required. Copying and pasting segments into the CMS’s database or interface is inconvenient and prone to making errors. Translation is done in an out-of-context environment, corrections and ongoing maintenance is difficult.

2. Using Content Connectors

Some CMSs have content connectors that enable the extraction of the source content from the database and then injects the translated content back (for instance WPML for WordPress). As a downside, content connectors come at a cost; translators work in an out-of-context environment; corrections and ongoing maintenance is difficult.

3. Using a multilingual CMS

The client gives the LSP access to the CMS where the translation is done. In this case, translators must learn to use the CMS; there is a learning curve and overhead cost of training. There is also a risk of potential damage while using the system due to the lack of routine. CAT tools and translation memory are not available in this environment, making translation less consistent and translators’ work less productive.

4. Translation Proxy

Translation Proxy provides fully automated solution including automatic content discovery, word count, content extraction to XLIFF, in-context review and automatic change detection. It is an SEO-friendly solution, i.e., the foreign language versions will be discoverable for search engines (Google, Bing, Yahoo, etc.). Meta tags are also translated and crawled.

The disadvantages are the following:

- Since translation is not injected back into the CMS, clients tend to worry about the ownership and control of the translation.

- Providing foreign language versions is an ongoing service associated with an on-going cost.

- Security concern: for certain types of content, the involvement of the Proxy provider in the traffic is prohibited by law or company policies (e.g., credit card information, health records).

5. JavaScript-based translation

Translation happens real-time in the foreign visitors’ browser on-the-fly. No ongoing costs and no 3rd party - hence no security issues - are involved. However, this solution is not SEO-friendly. The translated site is not visible to the search engines because the foreign versions are created on-the-fly in the visitor’s browser by clicking on the language selector (a link or a drop-down list item). Where SEO is not an issue, it is a perfect solution: e.g. for Intranet sites or web applications (CRM, Sales Tools).

In many cases, a mixed approach may be the winner, depending on the various content types of the website. Understanding the client's’ needs, priorities and the capabilities/differences of the available approaches is crucial for finding the right solution(s) to satisfy all parties.

 

 

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It is always a pleasure to join ATC Conferences and 2016's event was no exception. Geoffrey, Jesper, Levent and the entire council did a marvellous job.

QEII Conference Center was a very good choice; easy to commute, modern, fresh and comfortable; all perfect to celebrate 40th anniversary of the Association of Translation Companies. I felt humbled because I am 44 years old and my company is only 11.

The Gala Dinner and Awards Ceremony was a deliciously emotional experience, and left most of us with unforgettable moments.

The Full Brexit discussion on Friday morning was intriguing; amid deteriorating currency, uncertain political road-map and rising business concerns, ATC members voiced commitment to reinvent their businesses.

I liked the speakers and spent 80% of my time in the conference room, which is usually the opposite in other industry events. Majority of the attendants were also in the main hall, and this confirms that the conference preparation team - the Council - have picked the right names & topics.

Aimee Ansari of Translation without Borders was the keynote and rejoice fully reminded us the very human nature of our profession.

Exhibitors were tech companies as usual, one or two LSPs and not for profit organizations. There were also several translators with us, which is a rare occasion and should be encouraged more.

Networking space was enough, and I am glad we did not have too many "networking focused sessions". It feels annoying to be in a room of people looking at your name card longer than they look at your face, talk about their services more than they can talk about their intellectual selves, and pretend to advocate quality although their primary trading argument is pricing.

Congratulations ATC team for giving us a civilized conference.

https://www.linkedin.com/pulse/my-take-atc-london-2016-umit-ozaydin

 

 

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I’m sure most of us have done our fair share of shopping online in the last months or years.

Everyone can now shop from the comfort of their couch and buy basically anything: from batteries to an imaginary friend. Yes, that’s right, an “imaginary friend”, actually sold for nearly $3,000.

 

We can define it as the “E-Commerce Era”: all the products you can imagine (and even not imagine), available at your fingertips. Over the last few years, e-commerce has taken the lead as people find that they can get a much greater choice, find exactly what they need, be able to easily compare prices, and get products delivered to their doorstep in just a matter of clicks.

The secret? Real-time answers to customers’ needs.

 

While an imaginary friend is so easy to buy, why aren’t translation services as simple? Think about it: it should actually be easier. But somehow, translation companies are still struggling to give answers to their customers and take hours or even days to get a quote to a client, with a process that looks more like this:

 

When potential customers arrive at your website, they are influenced by how quickly they can receive the information they are looking for. Whatever they are trying to buy becomes far more attractive if they have real-time answers to fulfill their needs.

“Several magnetic resonance imaging (MRI) studies have shown that our frontal cortex is highly active when we think about waiting for something. On the other hand, our mid-brain lights up when we think about receiving something right away (and that’s the one we want to fire up).”1

Words like “instant” and “immediate” are known to trigger the mid-brain activity that makes us so prone to buy. “Instant” just may be the most persuasive word in sales nowadays!

 

Guess what?

There is an instant answer as well: a 3-step process to transform your “simple” contact form into an online, real-time quoting tool.

Now available for all language service providers, having it on your website is as easy as 1-2-3.

All you need to do is set prices for languages that you support and paste a line of code in your website. So easy, that even my imaginary friend was able to do it...

 

For more information on our Instant Quote widget, just visit http://instantquote.matecat.com/ or send us an email at instantquote@matecat.com.

 

Ready to join the Evolution?