Translation is more than Words – it's a Niche Business

Serendipity all over recently. Discussing translation (various languages) on websites, and auto-tools for webmasters one day, meeting a new client soon after who specializes in ‘correcting’ english translations, and then finding today an update in the Google Toolbar for Firefox, which (here’s the real serendipity) – translates webpages!

Facebook recently announced a translation service for Facebook Connect, which is directly targeted at the travel industry and tourism boards. As a former tourism business owner, concentrating on web marketing, one of the main issues we had with engaging clients through online social media – which at that time (1999-2004) was limited mainly to discussion boards – was multi-language interfaces. The same topics were discussed in each language – cross board translation was not really possible. Now imagine if your post on Facebook about a restaurant in Victoria BC can be read by native French, Spanish or Japanese speakers?

Google Translation Toolbar

Which is where the new Google Toolbar comes in. Native to Firefox, and of course Chrome, it will translate any webpage in real time to currently 51 languages – and is directly targeted at general web users. Many search engines have tried this route before – normally tagging a link next to a search result for a translation. This is the first Browser toolbar API targeted directly at web users, and maybe a game changer in browser wars (nothing like this yet for Safari or IE).

That brings up not only conversations in the past few weeks, but actual collaboration. While chuckling over chinglish, bizarre menus, and the language and grammar in airline magazines (especially some of the adverts), there was a realization that ‘free’ translation tools only go so far. It takes an experienced linguistic proofreader and marketing consultant to ensure articles, adverts, prime webpages and press releases work as assumed in any target language. What has occurred is the step between the translator and proofreader is largely gone. Any company can now use a free translation tool – and pass that format onto a specialized company for further enhancement.

Alison Partridge has worked all over the world in public relations, mainly in the travel industry, and most recently as the director of Public Relations and Marketing for Victoria’s Butchart Gardens. She has since started Proof Positive Solutions, concentrating on effective writing for overseas, tourism based, clients who need their material in targeted, contemporary english.

While Alison is traveling all over the world at the PATA Conference and meetings with SKAL, we realized there is a mutual benefit in taking language services to a new level – Proofreading to SEO ( Search Engine Optimization). It’s not a new model, plenty of companies offer this as a sideline, but few provide keyword targeted text as a primary service. Contemporary copy is no longer defined or limited to single mediums – brochures are just as easily web formatted as printed. Press Releases can be faxed and emailed – turning any copy into professional, targeted and natural language for both print and web should be an interesting business model.