Machine and manual translation

In order to succeed in today’s highly competitive world of commerce, many businesses are taking their businesses to global markets. But to achieve great results at the next level, they need websites translated into languages that new customers will understand.
 
A translated website has enormous advantages. For instance, it builds customer trust, accessibility and, generally, a more positive user experience. What’s more, a translated website is more than just a “helpful gizmo. At least 75 per cent of global customers prefer to do business in their own language.
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There are two primary ways to translate a website – through human translators or by using translation software (i.e. machine translation). Both methods have their advantages and disadvantages. Most importantly, your choice must ensure:

– Increased brand awareness
– Identical service in all territories
– New business opportunities

Machine translation

Machine translation has come a long way in recent years from companies such as Google and Bing. Advances in neural machine translation have made it a viable solution for some businesses.
 
Of course, machine translation of a website has its advantages, among them:
 
Cost: it is an inexpensive process
 
Speed: these systems can translate hundreds of web pages in a very short time
 
However, the disadvantages of this method are quickly detected when comparing how much difference machine translation has with natural human speech:
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– Limitless word choice: when it comes to vocabulary and grammar, machine translation selects the simplest option without considering the nuances and peculiarities of the original content
 
– Lack of context: your carefully crafted content will be reduced by machine translation to a mere rendering of basic meaning
 
– Non-original translation: Machine translation fails to pick up words like you did to emphasize your brand identity and uses common expressions, departing from the brand identity
 
– Hidden costs: checking and correcting bad translations requires additional time, effort and resources
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the Manual translation

Above all, manual translation eliminates many of the disadvantages of machine translation:
 
– More than translation: translation by a specialist translator is not only about word choice, but also about using critical thinking and cultural appropriateness so that the information translated resonates with the target audience
 
-Brand style: expert translation is the only way to convey the “tone” of the brand while taking into account linguistic nuances that machine translation cannot grasp
 
 
-Creative communication: your company’s carefully crafted message can be more fully revealed as the translation is done by people who understand the language and culture
 
– Brand-appropriate translation: the point is not to translate verbatim, but to capture the spirit and message of the brand. This can best be understood and adapted to the language being translated by someone who has a good understanding of brand positioning
 
– The benefits of search engine optimisation: professional translators can select the translated phrases best suited to international search engine optimisation. Machine translation is not yet capable of this
For a long time, the main disadvantage of translations done by professionals was the cost. But nowadays, there are powerful turnkey solutions that leverage technology, processes and unique expertise to significantly reduce the costs often associated with website translation. More on this later.
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