Want to Translate Your Website? Don’t Skip These Website Localization Best Practices of Japan

Why Website Localisation Is Essential for Global Market Expansion

In the digital age, businesses are no longer confined to their local markets. With the global reach of the internet, companies have the opportunity to expand their operations internationally. However, this expansion isn't as simple as offering the same products or services in foreign countries. For a business to truly succeed in international markets, it must communicate effectively with its target audience. This is where website localisation plays a crucial role.

According to CSA Research's 2020 report, titled "Can't Read, Won't Buy – B2C", a survey conducted across 29 countries with 8,709 participants found that 76% of consumers prefer to purchase products from websites that provide information in their native language. Furthermore, 40% of respondents said they would not purchase from a website if it was not in their language. These statistics highlight the importance of adapting your website to local markets. Website localisation is not just a nice-to-have, but a necessity when trying to reach a global audience.

The situation is even more pronounced in certain markets. For example, in Japan, an overwhelming 90% of consumers stated that they prefer purchasing products from websites that provide content in Japanese. This emphasizes the need for a strong localisation strategy, particularly in regions with a high demand for native language content. Without website localisation, businesses risk alienating potential customers and losing out on sales opportunities.

The Importance of Native Language Content

The value of website localisation goes far beyond simple translation. While translating your website into a new language might seem like a straightforward process, it is much more complicated. Website localisation is about adapting the content to fit the cultural context of the target audience. It involves using not only the right words but also expressions and communication styles that resonate with local consumers. This can include everything from adjusting the tone of voice to incorporating region-specific idioms or references that make the content feel more natural and relatable.

Beyond cultural nuances, there is the technical side of website localisation, such as ensuring that the translated text fits well within the layout. Text in one language may be longer or shorter than in another, which can affect the design and usability of a website. Addressing these issues requires a careful, thoughtful approach that considers both the linguistic and visual aspects of a website. Website localisation is, therefore, a comprehensive process that requires a combination of linguistic expertise, cultural understanding, and technical knowledge.

Leveraging Keywords for International SEO

Website localisation must include strategic search engine optimization (SEO). SEO is essential for ensuring that your website ranks well on search engines in each country you target. To do this, businesses must conduct thorough keyword research for each market they wish to enter. Keywords are the terms and phrases that users search for when looking for products or services online. Integrating the right keywords into your content ensures that your website is discoverable by local consumers.

Tools like BubbleShare’s Keyword Planner can be invaluable in this process. By using such tools, you can identify which keywords are most commonly searched. You can then adjust your content strategy accordingly, ensuring that the most relevant keywords are included in your website. Keyword research is particularly important for international SEO, as search behaviors and preferences can vary widely from country to country. What works in one market may not work in another, so it is essential to tailor your SEO strategy to the needs of each region.

Moreover, keyword optimization should not be limited to the text itself. Metadata, including titles, descriptions, and image alt texts, should also be localized to include relevant keywords. This improves the chances of ranking highly on search engines and drives more organic traffic to your website. By focusing on international SEO, you can ensure that your website is not only translated but also optimized for local search engines, increasing its visibility and reach.

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Best Practice: Databricks’ Success in Japan

To better understand how website localisation can lead to success in international markets, let’s look at Databricks, which has successfully localized its website for the Japanese market. Instead of simply translating its English content into Japanese, Databricks took a strategic approach by aligning its content with the search intent of Japanese users. This meant incorporating culturally relevant keywords and expressions that Japanese consumers would use when searching for data-related services.

As a result, Databricks not only improved its website's SEO performance but also enhanced its brand's credibility and trustworthiness among Japanese consumers. This case demonstrates that website localisation is a multifaceted process that involves much more than just translation. It is a strategic approach that considers both the linguistic and cultural needs of the target audience, as well as technical aspects like SEO and design.

Conclusion

Expanding into international markets offers businesses great opportunities for growth. However, to successfully capture the attention and trust of global consumers, companies must prioritize website localisation. This involves more than just translating content into different languages; it requires adapting your website to the cultural, linguistic, and technical needs of each target market.

By focusing on international SEO and ensuring that your website is optimized for local search engines, you can increase your website’s visibility and drive more traffic. The importance of website localisation cannot be overstated, as it plays a crucial role in building consumer trust, enhancing user experience, and ultimately driving sales in foreign markets.

Businesses looking to expand globally must take the time to understand the intricacies of website localisation and international SEO. By doing so, they can ensure that their message resonates with local audiences, fostering long-term success in international markets.

FAQ

Is translating a website enough?

A. Simple translation is not enough. Beyond just changing words, localization is needed to reflect the cultural context and user expectations. Content that considers local expressions, communication styles, and design elements is more likely to engage consumers effectively.

What is the most common mistake when translating a website?

A. The most frequent mistake is ignoring context. Literally translated sentences can sound awkward or even misleading. It's also important to avoid forcing irrelevant SEO keywords or using keywords with low search volume.

Can website localization be handled in-house, or should it be outsourced?

A. If your team lacks experts familiar with the local market, using professional translation and localization services is more efficient. If you have an in-house SEO team, you can also enhance internal efforts with digital tools such as keyword analysis platforms and translation quality check systems.