Search engine optimisation (SEO) is the key to greater visibility on the internet. International companies face the great challenge of using SEO to optimise the translation of their keywords and content.
Professional communication and translation processes require clear workflows and need to be handled efficiently. That is why we have developed oneServices, a "construction kit" of services and tools for effective and productive processes. In our blog series, we present them one by one. oneMTPE – our service for using machine translation efficiently at a professional corporate level – follows on from our online correction platform oneReview, our terminology management system oneTerm and our order and customer portal oneTask.
Globalisation has continuously increased the demands placed on translation processes. With oneServices, oneword creates solutions for optimum translation management that do justice to the complexity of translations and manage them effectively. In our blog series, we present them one by one. Following on from our oneReview correction platform and oneTerm terminology management system, we now take a look at our order and customer portal oneTask.
Transcreation, the targeted creative adaptation of content into other languages and cultures, enables marketing specialists at global companies to think big, and keep the actual effort involved at a manageable level. Advertising messages and marketing materials can be accurately and attractively transferred and used in a targeted way worldwide without needing to engage international network agencies or local advertising agencies. Our five tips for transcreation projects show which factors are important.
Brand image and advertising impact are significantly influenced by language and text intention. By speaking the customer’s language, companies reach customers who understand them and feel understood. For this to be successful on a global scale, the brand message must be just as effective in the foreign language as it is in the original. The solution to this is transcreation. We explain what this is, how it works and what really matters.
The process of creating or extracting terminology is also referred to as term mining, which suggests fitting parallels: Just like stone or minerals, the terms are already there, possibly buried deep in a company's documents, but they're definitely valuable to its corporate language. So all that needs to be done is to uncover this body of words and bring them to light.
Gender-neutral language is a controversial topic, and not only in Germany. In the first two parts of our post, we made a distinction for Germany and ourselves and then took a look at gendering in other languages and countries. In the third and final part, we focus on machine translation, a trendy topic in the translation industry, and shed light on whether and how machines can be gender-neutral and which linguistic hurdles have to be overcome in the process.
Gender-neutral language, which addresses all genders as much as possible, puts an end to stereotypical role models and helps to raise social awareness. In the first part of our three-part post, we outlined what we think matters and why we use gender-neutral language ourselves. In this second part, we will now explain how gendering works in other countries, languages and cultural contexts and what therefore needs to be considered in translations.
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