One of the biggest challenges for any business is training is how to balance training staff and getting the job done.

The translation and localization industry, as we know, can be very manic and stopping to take a breath and learn new skills, can be very difficult to achieve.

Forward-thinking companies need to take training seriously. A lack of training for your staff can lead to poor motivation, a lack of the skills and know-how and in the end can lead to the loss of some of your top talent.

Investing in staff training is a must. The good news is that training doesn’t have to mean going out to get proposals from training companies, investing lots of time or spending a lot of money.

You can offer training in quick, fun and innovative ways whether that be seminars, online courses or even quizzes.

One asset many companies do not use enough for staff training is the company blog.

A blog is not just about communicating with the outside world, i.e. your clients and prospects.

It should also be about internal communication – helping the people in your organisation better understand the services, their roles, the skills they need, the language they need to use with clients and technical insights into language, translation or localization. The blog can be used as a great tool for employee engagement.

So what are some practical things you can do in your company?

1. Put someone in charge

Identify someone in your company who has the skills to take on the blog. They should be good at understanding the needs of both clients and colleagues as well as identify some of the “hot” topics the team needs to learn about. They should work with all the stakeholders in the company, including marketing, to ensure everyone is linking and syncing their efforts.

2. Be consistent

The worst mistake any company can do is to make a song and dance about a new training initiative, get their staff excited, and then not follow through. It is vital that the initial energy and vibrancy is maintained throughout the process and that promises are delivered on. Commit to a certain number of blogs per day/week/month and stick to it.

3. Diversify your content

Remember although you are using the blog format it doesn’t mean that your blog should only contain words. Include videos, quizzes, games, links and anything else that can help diversify the learning experience. Everyone learns in different ways so try to be creative with your content.

4. Involve leaders

Leadership, management and experts all need to get involved with blog content. Even if it is only now and again, their opinions and insights are invaluable in terms of spreading the knowledge through the company. Liaise with such people and see where they can contribute.

5. Apply the learning

Encourage your team to apply their learning in real life situations whether in a meeting or on the phone with a client. Congratulate those who are clearly and audibly using new pieces of knowledge or vocab to improve the customer’s experience. Team meetings should always include some time to discuss where and how the blog is being used positively and where it could be doing better.

Investing in your staff is vital to retaining talent, serving your clients well, and growing as a company. The blog offers a great opportunity for this as well as giving your website a boost in search engines.

Need some help with your blog? We run Blogging for Business courses for the translation & localization industry.

A common question we receive from clients who want to create online sales channels is whether digital content marketing is worth it?

Wait, what? Digital Content Marketing?

Digital Content Marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted online audiences.

In simple English it means writing content for specific audiences that is published on websites for those specific audiences.

Why do it? Well, those that do it say it helps with:

  • Building brand awareness
  • Generating sales leads
  • Expanding into new industries/sectors
  • Establishing company credibility
  • Building an online community

However, if anything digital marketing will boost your SEO – search engine optimization.

If you have a website you are trying to push up Google (or any other freely available search engine!) then digital marketing is a fantastic way of blasting your website to the next level.

How does digital marketing help your SEO?

Well, let’s look at a live example.

The Spanish translation agency, Big Translation, recently had a sponsored Editorial published on the website Marketing Week.

Their article, entitled “Make sure your global marketing isn’t lost in translation“, is a perfect example of how publishing content on good websites can help you improve your SEO.

If you visit the article you will notice the contents are nothing revolutionary. However, for Big Translation, their investment will see some sort of ROI simply down to the two links they have received back to their website.

You’ll see one link in the body of the text to the “translation service” page….

Big Translation Link Building

…as well as a link in the bio to their home page.

Home page link for big translation

The two links are priceless – well, SEO-wise anyway.

What these links do is help Google (and other search engines) associate the Big Translation domain and website with the terms “translation service”.

The fact that they are getting pointed to by a trusted website with specific keywords is taken as a sign of trust by search engines too. This is what is known as “link building”.

Link Building is a fundamental part of SEO and digital content marketing. Basically, the more links you can get to your website from other websites, the better.

But be careful – getting links from irrelevant or slightly spammy websites can get you in big trouble!

So, is digital content marketing worth it?

Well, it really comes down to your marketing strategy.

If your website is a key part of creating sales channels and bringing in business – then YES! It is 100% worth it…and it is relatively easy to achieve.

Looking for help to boost your SEO? We provide training courses on SEO for translation & localization agencies to help them get ahead of the competition.

Which translation services provider is the king of Google?

Welcome to our fourth SERPs report on the search term ‘translation services’.

This is the last free report we shall be sharing….sorry 🙁

But don’t worry! If you still want a copy of the report let us know as we are still offering copies to clients and subscribers.

We hope the reports have shown you the value of SEO and what it can do for your website in terms of web traffic, profile and of course sales.

The Online Translation Competition Just Diversified!

Every month we try to teach a little about SEO – this month, it’s a little bit different as we want to point to something we predicted a few months back.

6. In SEO, agencies and LSPs will start to compete with government websites, ‘translation service’ pages on the likes of Fiverr, People per Hour, etc. and other non-industry players.

In our 2018 translation industry predictions we said we believed LSPs and translation agencies would soon be competing against non-LSPs for search terms like ‘translation services’. This could include government pages, charities, colleges and the likes of Fiverr, etc. as per the original quote.

Well, just have a look at this month’s top 20 report for Google.com!

We can’t believe it’s happening already….

Ranking now at no# 20 we now have the University of Nevada who are offering professional translation services and interpreting.

At no#19 we now have Albuquerque Public Schools offering translations and then at no#17 we have a page from the University of Michigan sign-posting users to LSPs. {If you know anything about link building you will thank us for that last piece of information.}

This is seriously big news SEO-wise with huge implications for the traditional translation industry.

LSPs are no longer just competing among themselves for the traffic and positions around commercialized translation keywords – they are now competing with anyone who wants to target the words and this is where universities and educational websites get an advantage.

Google has long trusted such sites and traditionally boosted their pages in search results. If they are now doing this for such keywords, it makes them EVEN MORE competitive than they already are.

Something to think about.

Now back to business…who is king?

Top 5 Websites Ranking for ‘Translation Services’ on Google.com (Feb. 2018)

Headlines:

  • Welcome back SDL! What was that about? They are back from SEO-oblivion in at no#4 now causing all sorts of havoc in the top 10!
  • SDL’s return knocks Day Translations down from no#4 to both nos#7 and #8.
  • JR Language and Capita now drop out of the top 10.

Gengo Translation

 

#5: https://gengo.com/

 

 

 

#4 Translation Services
#4: https://www.freetranslation.com/

 

 

 

 

#3: https://www.gts-translation.com/

 

 

 

 

#2: https://www.onehourtranslation.com/

 

 

 

#1 Translation Services

 

#1: https://www.translation-services-usa.com/

 

 

 

….and over in the UK?

Top 5 Websites Ranking for ‘Translation Services’ on Google.co.uk (Feb. 2018)

Headlines:

  • Capita go into first place now taking no#1 spot!…and no#3 too!
  • Wolfestone have dropped from the top 20.
  • Google Translate (as if they need the traffic?) now occupy no#8.
  • Following on from our prediction at the start of the blog, the Greater Birmingham Business Chambers’ translation service jumped from no#18 to no#9.
  • Welcome to Accent Multilingual who join the top 20 in at no#20 and also a well done to Surrey Translation Bureau for their new ranking at no#16!

#3 Translation Services UK

 

#5: www.languageconnect.net

 

 

 

#4 Global Voices Translation Services

 

 

#4: www.globalvoices.co.uk

 

 

#2 Capita Translation Services Dec '17

 

#3: www.capitatranslationinterpreting.com/translation-service

 

 

#1 Translation Services

 

 

#2: www.translationservices24.com/

 

 

 

#2 Capita Translation Services Dec '17

 

#1: www.capitatranslationinterpreting.com/translation-service

 

 

Download your copy of our ‘Translation Services’ SERPs report for free!

Ready to dig into the details?

For now, we’re giving the report away for free.

Simply click here: TranslationServices_Google_SERPs_Feb2018 to grab a copy.

It is a simple, clean Excel file giving you all the data from the 16 SEO metrics mentioned in our first report in November 2017.

Do you know we can provide SEO Audits as well as SEO Workshops designed specifically for LSPs and translation agencies?
We can give you all the tools, insights and skills to get your website ranking high in your local search engines.

The introduction of technology has changed how the translation industry operates.

Experienced translators are becoming more skilled but there’s a shortfall at entry level where the education sector hasn’t quite caught up with evolving demands.

Technology in Translation

The reason technology has become so pervasive in the translation industry is because Language Service Providers (LSPs) have had to find new ways to stay afloat in a marketplace where the cost of their services hasn’t changed but wages and living expenses have.

It’s no wonder LSPs have been looking for ways to increase productivity. Technology, so far, has been providing the answers.

Anu Carnegie-Brown, Managing Director of Sandberg Translation Partners Ltd., explains in more detail:

The revenue per unit we can charge our clients for translation services has hardly increased in the past ten years, whereas the cost of living for those who work in the industry has.

Furthermore, the average size of a translation project has decreased, which means that we have to process a higher number of projects to get the same revenue. Since we can’t raise the unit price, we have had to learn to increase our output without increasing the production cost.

The main reason most translation companies are still in business today is that they have managed this challenge with technology.”

Translation-tech in Education

Due to these changes within the translation industry it’s important that all stakeholders are talking to one another, including at educator level.

Students these days pick up new technologies with surprising ease but the skills shortage among graduates of translation studies appears to be down to what they learn, or don’t learn, at university.

Dilek Yazıcı, CEO of Diltra works closely with universities on this particular subject.

It is not a big deal to teach Generation Z new technologies or new software programs since they are almost born with innate ability to use any kind of program.

“The catching point here is that university courses need to offer more up-to-date information about the translation technology. I believe LSPs should continue to keep their contact with the universities in this sense.”

The difficulty here is that education for those wanting to work in the translation industry varies widely. This means that people with a wide mix of skills are being released into the sector each year.

Carnegie-Brown adds: “The educators’ knowledge of the industry varies from country to country and university to university. I have taught or advised translation students and their educators in the UK, Finland, Sweden, Norway and Denmark. Over the years, I have had to start from the basics; introducing to them the common practices in the industry.”

Translation Educators Looking to the Industry

There are a number of educators embracing input from the business world.

One such example is Juha Eskelinen, who works at the University of Helsinki where they ensure students are in touch with professionals in the industry.

“We keep in touch with translation companies and professional translators and I attend monthly a meeting with a group of legal translators working in-house jobs. I also belong to the Finnish Translators’ Association and spend time on several relevant web forums.”

Organisations such as Elia Exchange, work to bridge the gap between LSPs and educators in order to benefit students that will become the future of the industry.

Both Carnegie-Brown and Yazıcı work as coordinators for Elia Exchange and understand the importance of connecting the business world with the relevant academic institutions to ensure students are learning the skills needed to succeed in the ever-changing industry.

Not only does this increase the talent pool but it saves LSPs time and energy when it comes to training new staff.

Educators could take their lead from the likes of Surrey University, which gives its students valuable work skills alongside language ones, making them more adaptable to a changing industry.

Joanna Gough, a lecturer in translation studies at the university explains.

Employability is one of our top priorities, but we take a slightly different approach to the industry/academia conundrum.

Rather than forever playing a catch-up game with ‘industry needs’, we are preparing students to take ownership and leadership in the language industry when they leave the university.

Our ambition is to create highly flexible graduates who can think creatively, make decisions, innovate and drive the necessary changes in future.”

Of course, educators have their own goals to think about and it’s this that often causes them to slip behind in terms of appreciating industry needs. This however is hardly a new phenomena.

LSPs faced great challenges in the nineties without sufficient human resources to meet the huge global customer demand. Educators were aware of only a small part of it since, naturally, they were involved in their academic world and paper work.

So, together with some of my colleagues from the language industry we kept giving lectures and organised panels through the translation associations, urging the academia to adapt their curricula to the changes in the translation industry,” explains Yazıcı.

LSPs Plugging the Skills-Gap

The goal of trying to bridge this gap and keeping educators up-to-date with the wider industry is part of a wider need to reduce the pressures on LSPs in terms of recruitment, training and production.

“If a class of 20 graduates have not learned anything else at the university than to translate well, it will take 20 different LSPs three to six months to train and support them before they can manage a translator role or a project manager role independently in the commercial world. Then, potentially, another six months before they can work fast enough to earn a decent living.

“This is a significant waste of staff time in an industry that is striving for efficiencies in all areas of their business. If we can cut that time down even a little, it will be a saving for the companies who employ graduates,” states Carnegie-Brown.

As the industry continues to evolve and LSPs need to become even more efficient, companies won’t have the time to train staff to the correct level, which could lead to an even greater skills gap in the future.

This is why it remains key that all stakeholders within the industry remain in close communication to improve and develop skills and education.

Which translation services provider is starting 2018 at the top of Google?

Welcome to our third SERPs report on the search term ‘translation services’. The past two months have shown us the sometimes volatile nature of search engine ranking – this month however, shows us something completely different.

But before we delve into the top 5 ‘translation services’ website pages for Google.com and Google.co.uk, a quick SEO lesson!

The Importance of Title Tags

As part of our array of wonderful services for translation companies, we provide SEO Audits to check that our clients’ websites are fit for SEO-purpose. A common problem we often find is missing title tags or poorly written title tags.

What is a title tag?

A title tag is a simple bit of HTML in each website page that informs search engines about the content on your site. It is usually the piece of text that Google, for example, will show in search engine results as per the purple text below for our website.

Example of title tag in Google

Now have a look at the title tags used by some of the top LSPs for their SEO as per our January 2018 SERPs report. 

Title tags from top 20 translation services companies

Can you see the common thread?

If you want to rank for ‘translation services’, you need those words in your title tags – it is an absolute must. Can you see one of the top 20 who do not have it in their title tag?

So, always make sure you have the words you want to rank for in your page title tags.

Now back to business…

Top 5 Websites Ranking for ‘Translation Services’ on Google.com (Jan. 2018)

Headlines:

  • One Hour Translations overtake GTS to go into #2
  • Day Translations jump from #8 to #4
  • Morning Translations lose one of their page listings
  • Transperfect go from #9 to #7
  • Capita leap to #9
  • JR Language make serious inroads going from #17 to #10 and #11
  • Welcome to Minnesota Translations and Universal Translation Services who join the top 20 this month.

Gengo Translation

 

#5: https://gengo.com/

 

 

 

Day Translations
#4: https://www.daytranslations.com/

 

 

 

 

#3: https://www.gts-translation.com/

 

 

 

 

#2: https://www.onehourtranslation.com/

 

 

 

#1 Translation Services

 

#1: https://www.translation-services-usa.com/

 

 

 

….and over in the UK?

Top 5 Websites Ranking for ‘Translation Services’ on Google.co.uk (Jan. 2018)

Headlines:

Unlike the .com rankings – everything for the top 20 of .co.uk rankings has remained exactly the same – no movement, not a peep, nada.

#5 Translation Services UK Nov 2017

 

#5: www.wolfestone.co.uk

 

 

 

#4 Global Voices Translation Services

 

 

#4: www.globalvoices.co.uk

 

 

#3 Translation Services UK Dec 2017

 

 

#3: www.languageconnect.net

 

 

#2 Capita Translation Services Dec '17

 

#2: www.capitatranslationinterpreting.com/translation-services

 

 

#1 Translation Services Dec 2017

 

 

#1: www.translationservices24.com/

 

 

Download your copy of our ‘Translation Services’ SERPs report for free!

Ready to dig into the details?

For now, we’re giving the report away for free.

Simply click here: TranslationServices_Google_SERPs_Jan2018 to grab a copy.

It is a simple, clean Excel file giving you all the data from the 16 SEO metrics mentioned in our first report in November 2017.

Do you know we can provide SEO Audits as well as SEO Workshops designed specifically for LSPs and translation agencies?
We can give you all the tools, insights and skills to get your website ranking high in your local search engines.