Posted By P & L Blog

Source: Search Engine Land


Not so long ago, there were only a few companies out there that bothered to customize their websites for foreign markets. Those who chose to do so made minimal effort—they simply translated their English copy into the local language and started doing business. Their incentives to create more sophisticated, tailored offerings was minimal; with so few companies doing it, there was no competition for e-business or Google rankings. This, however, is no longer the case.

In the past, only the big players could afford to invest the time and strategic resources needed to localize their websites, and even they didn’t always invest enough to do it well. But today, more and more retail companies are harnessing the power of the internet to globalize their businesses and tap revenue streams from across the world. From Blue Nile to Yves Saint Laurent, retailers are taking steps to reach consumers in a wide array of languages. The stakes have changed since the early days of e-business. In this age of global business, engaging only one nation’s consumer base is a sure way to plateau your company’s revenue and growth.

As companies look outside the U.S. for more business, many struggle to manage the challenges and harness the opportunities of multilingual search engine optimization (MSEO). They understand that customizing their websites to suit the linguistic needs of each national market can result in significantly increased web traffic, as well as increased revenue per order and improved international brand recognition. They just don’t know how or where to begin.


Posted By P & L Blog



International online testing of product concepts and brand perception requires multilingual surveys.  Best practices in international market research show that your prep work needs to go beyond translation.

  • Brand names can differ from one market to another so make sure your questionnaire is correct for each country.
  • Are there any weights and measures in the survey?  Double check that they are correct for the markets where you'll launch the study.
  • Use local units of currency.
  • Some of your graphics and icons may be unfamiliar to some respondents.  Is there another image that is more commonly used or that would be understood by more people?

Don't forget that you need to translate more than just the online survey.  Any point of contact with the participants needs to be in their languages including:

  • Invitation emails
  • Introductory text
  • Captions on buttons (Back, Next, etc.)
  • Any validation or error messages
  • Messages thanking respondents for their participation

What would you recommend to someone who's going global?

Posted By P & L Blog
Welcome in different languages


Over 90% of buyers of business software buyers surveyed in September '08 prefer products and information available in their language, according to a report released by Common Sense Advisory.  The research firm specializes in the translation, interpretion and localization businesses.  The survey results make a compelling case for product localization.


"Localization Matters" is an analysis of a survey conducted in eight non-English speaking countries, including China and Brazil.  The report shows that purchase intent increaseswhen the product information has been translated, even among those who speak English.


As former German Chancellor Willy Brandt once said, "If I'm selling to you, I speak your language.  If I'm buying, "dann muessen Sie Deutsch sprechen" (then you must speak German).


To read more about the survey, visit




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