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Website Localization
WEBSITE LOCALIZATION IS NOT TO BE MISTAKEN WITH A FROStINg ON A CAKE OR ANY OTHER FINISHING TOUCH. AFTER SUBSTANTIAL TRAFFIC, WEBSITE LOCALIZATION IS JUST AS IMPORTANT AS ANYTHING ELSE YOU CAN DO TO BOOST YOUR SALES, LEADS AND CUSTOMER LOYALTY. IT NOT ONLY SHOWS THAT YOU VALUE, RESPECT AND UNDERSTAND THE CULTURE AND HENCE THE MARKET YOU OPERATE IT BUT IT ALSO IMPROVES THE USABILITY AND CONVERSION RATE OF YOUR SITE. IN OTHER WORDS: IF YOU CAN NOT SAY IT IN THE LANGUAGE OF YOUR MARKET / CUSTOMER IS USING YOU MIGHT AS WELL SAVE YOUR TIME AND NOT SAY ANYTHING AT ALL.
‘Localization’ relates to the act of modifying a product or message to make it both usable and suitable to a target market. Website localization in our case refers to the process of taking English, western-orientated, website and molding it to conform to a Japanese audience.
There is nothing worse than losing out on your potential visitors by not having your site search-engine optimized. Your site traffic problems can naturally be solved through advertising. However, SEO is cheaper and unlike advertising which stops the second you stop paying, lasts far beyond your initial efforts.
One way to solve this problem is to advertise. Another is SEO (SearchEngine Optimization) – which, again, simply means getting higher rankings in Google Japan. Yahoo Japan or other search engines. Thisgenerates more highly-targeted and continuous traffic. No media placements here. SEO is long-term and the most cost-effective way of getting people to your site.
A typical site of companies that enter the Japanese market gets translated by a translation company. This means that their site which is supposed to show their effectiveness and understanding of a particular market is getting translated into Japanese by a person that is likely outside of that industry. Most often than not, the site also uses the same images, symbols and colors to convey the same message. Further, the site often does not gets localized on the code / tech-level resulting in badly displaying fonts, system errors and other shortcomings.
I often see companies enter the Japanese market in just this lousy fashion. Then they drain their budgets on buying traffic that does not convert (because it bounces off their un-localized, poorly written sites) because localization was 'just outside of their initial budget limits'. Then they complain that for some reason their site is not doing a good job but are at the same time reluctant to localize their site because 'it does not result in immediate traffic.' There is a powerful lesson to be learned from this. If you are just entering Japanese market, go for nailing it the first time around. Do not settle for machine translation, non-adapted images, and lack of cross-cultural consultation. Their lack will most likely result in a lack of foundations for the skyscraper that you want you site to become. As time passes it will become more and more difficult to fill in those gaps.
If you want to take up the challenge of being in the first page in Japan Google or Yahoo Japan Search Engine OptimizationJapan, write to me and I will consult your site on the proper strategy absolutely FREE !
No catch here. No formalities. My first consultation is absolutely free and to the point. If you live in Tokyo we can meet and discuss the details. If not, over-the-phone and email consultation is also available.
My first consultation is absolutely, 100% free of charge. That’s free as in 0 dollars. That’s just how sure I am of the fact that you will love the strategy I will produce and the impact I will have on your web business in Japan.
SEO Japan can help you craft you website so that it talks the language that your Japanese customers not 
only understand but can refer to. This is the difference between saying: “Here it is man” and “Let me show you how my company has helped to solve this problem and has generated thousands of loyal and satisfied customers in the process.” SEO Japan will work with you on cross-cultural adaptation, translation, technology-oriented localization and fine-tuning of your site so that it fits the Japanese target audience they way it should.
Benefits of Website Localization:
Website localization brings with it numerous benefits. The three main ones are:
- Website localization crosses language barriers
In Japan localized websites outperform those that were not. Period. Additionally, with proper website localization you are able to generate profit from the get-go. You will not find yourself in a position where you scratch your head wondering what possibly might be wrong. With a well localized website you will be able to understand your own position regarding your online strategy more clearly.
- Website localization builds credibility
All niche markets have their own lingo. Apple computer lovers, coffee addicts, brand addicts, chocolate connoisseurs, all have their language which the sites that talk to them about their interests should use. Do not let that level of communication get dissolved in the process of translating the site. You might not gain an awful lot of credibility with a localized site but you are sure to lose a whole lot without one.
- Website localization increases revenue
Most internet users will naturally feel more comfortable and understand a company better if their information, products or services are presented in their native language. By undergoing the website localization process you access potentially millions of new customers.
It is clear that website localization is a must for any truly international business. In addition to the technical and programming elements of website localization many cultural factors must be borne in mind.
For example, has language been translated properly and cultural variations in terminology, phrases, metaphors and sayings been taken into consideration? Have symbols, graphics, pictures, colours and general layout been viewed for their cultural applicability?
Website localization is a huge investment and should not be viewed as a straightforward process. When localizing your site, ensure you get the expertise of both a website designer and a cross cultural communications consultancy to ensure your site has maximum impact on the target audience. Contact SEO Japan and see how we can ensure the support that your Japanese site needs and deserves.
