Translate now: Report finds mobile Web users expected to grow by 2020

If your business doesn't have an international presence yet, there's no time to waste. The number of smartphone and mobile Internet users in Asia, Africa and other developing areas has been growing over the past few years. These new Web users are potential customers and clients, and you can reach them directly through their phones. 

A new report from Swedish multinational communication company Ericsson found that the numbers of mobile and Web users in these regions of the world are expected to continue expanding in the next few years. The report shows that it's the perfect time to translate your app and globalize your Web presence. 

Ericsson's report shows growing market of mobile users
The Ericsson Mobility Report published in June 2015 shows that many of the promising trends of mobile Internet use among developing countries are expected to continue rising for at least the next five years. The report analyzes data on smartphones, tablets, portable computers and the data or Internet plans associated with each. 

"Smartphone and data subscriptions are expected to grow through 2020."

Worldwide subscriptions for all of these devices is predicted to increase by 5 percent by 2020, up from 6.8 billion in 2014 to nearly 9.2 billion. Over that same time frame, smartphone subscriptions are expected to jump by 15 percent and mobile subscriptions to Long-Term Evolution, or LTE, mobile Internet rising by 40 percent. The only area where decline is expected is among service for slower Internet services such as Enhanced Data rates for GSM Evolution, or EDGE. Data traffic on each mobile device is also expected to increase by at least 25 percent by 2020 as people use the Web more. 

Aside from just providing the data that shows a clear uptick in spending and use of mobile Internet, the Ericsson report explained the even greater importance mobile devices will have, especially smartphones. By 2020, smartphones are expected to make up 80 percent of mobile data traffic, the report explained. 

Across the globe, the number of smartphones, connected devices and data plans is expected to rise across all markets. In developing countries, these numbers are predicted to climb as new users are added, while in mature economies users may be upgrading and adding additional devices, the report outlined.

Emerging markets 
While much of Ericsson's report details trends encompassing users all over the globe, some of the most intriguing information for entrepreneurs and business owners who want to find new audiences is the enormous growth in certain developing nations.

Asian Pacific countries including China, India, Japan, Myanmar and Indonesia added some of the most mobile phones around the world in the first quarter of 2015, with India alone adding 26 million. An increasing number of these devices are smartphones, but not all yet. This means that the growth is expected to continue as more connected devices are added. Africa had similarly high numbers, adding 21 million devices in Q1 across the continent. 

"India is the fastest growing mobile phone market."

Asia, Africa and the Middle East are the areas that are expected to have the most growth by 2020, Ericsson noted.

"The number of mobile subscriptions is continuing to grow across regions. This growth is expected to be particularly strong in the Middle East and Africa due to a young and growing population and rising GDP – as well as the current penetration being low compared to the rest of the world. Several countries in the Asia Pacific region will experience a strong subscription uptake over the next five years, while more mature regions like North America and Europe will have more moderate growth," the report explained.

Capitalize on this expected growth 
Don't let the smartphone manufacturers and data carriers be the only businesses to capitalize on this global demand. As more and more people are connected to the Internet, you can increase your audience. Look for new markets where your service can thrive, break into multiple countries where there isn't already established competition and directly target communities that would benefit from your business. 

The key to standing out and breaking into these markets of new mobile Web users is having a stellar mobile interface and talking to them in their native language. Although many people in the Middle East, Africa and Asia speak English, humans are much more likely to make a purchase in their native language. According to the Harvard Business Review, people spend the overwhelming majority of their time surfing the Web in their own language and are about 72 percent more likely to make a purchase on a website in their language. 

Focus your efforts on translating your Web presence and apps into the native languages of the markets you're looking to break into. Additionally, use professional translation and localization services to create targeted advertising campaigns on social media and search engines. 

Find new consumers among these fast-growing populations

If you're looking to grow your business and increase revenue, a smart move is to find more consumers and increase demand for your services. It's basic business.

However, when your market is saturated, the cost of marketing to bring in new business can outweigh your potential revenue stream. When you're faced with this situation or you simply want to expand the scope of your business, it can be prudent to look outside your country's borders. The Internet makes targeting foreign consumers easier than ever. All you need to do is use professional translation services to tailor your message, product and marketing to any population on the planet. 

However, certain populations are likely to get you more profit than others. You want to advertise your services or products to developing populations that are likely to grow enormously. This allows for your small investment to grow in effectiveness over time as the populations does. 

Follow the projections for population and language all over the world to see where your investment can make the biggest impact in the next five to 35 years. 

"Africa is home to many of the fastest-growing countries, including Nigeria."

Fastest-growing populations in the world 
Analyzing the data on the fastest-growing populations in the world can let you be ahead of the competition, finding groups of consumers that are about to balloon and are growing quickly. You can look at this data in several ways. For example, you can see growth in one African country and target that population for sales through localization or you can look at the wider trend of growth throughout sub-Saharan Africa and target multiple regions through language. 

As of 2014, Lebanon has the fastest rate of growth at about 9 percent, according to CIA Worldbook. Zimbabwe, South Sudan, Jordan and Qatar are close behind with present growth rates around 4 percent. However, you'll get the best results by following long-term growth projections rather than reactionary year-over-year growth numbers. 

The 2014 World Population Sheet from the Population Reference Bureau, a Washington, D.C.-based advocacy group, provides growth projections for every country through the mid-2030s and mid-2050s, which include percentages and population predictions. Here are a few of the most notable findings from the report: 

  • India is expected to grow by 1.5 percent, growing from about 1.3 billion people in 2014 to 1.5 billion in the 2030s and 1.66 billion in 2050. 
  • Nigeria has a projected 2.5 percent population increase, growing from 177.5 million in 2014 to 261.7 million in the 2030s and 396.5 million in 2050. That rivals the U.S.'s population, which has a 2050 projection of 395.3 million. 
  • Pakistan also has enormous growth projections. With a 2 percent rate of natural growth, Pakistan looks to expand from 194 million people in 2014 to 254 million in the 2030s and 348 million by the mid-2050s. 
  • Tanzania, Uganda and Ethiopia are all also poised for massive growth, according to the report, as are many other African nations. Southeast Asia and the Middle East are also expected to have significant population growth over the next few decades. 
Nigeria may replace the US as the third most populous country behind China and India by 2050. Nigeria may replace the U.S. as the third most populous country behind China and India by 2050.

The massive growth across Africa has been projected for several years now, but there's still plenty of room to capitalize. In 2013, the Washington Post explained that there is a perfect storm of factors making Africa such a booming region for growth. 

"Almost all of the countries growing more than 2 percent per year are in Africa," the Post explained. "There are a few reasons for that. Birth rates there tend to be very high. People are living much longer as health standards improve. And the continent is becoming more stable and more peaceful, meaning that there are fewer wars, famines and natural disasters. All of these trends are happening at once and are poised to completely transform Africa." 

The population boom in Africa may also lead to a boom in the number of French speakers in the world, according to Forbes magazine. While French has recently fallen as the preferred official language in the Western and international world in favor of English, the sub-Saharan African population may change that. Many of these populations speak French. Forbes reported that by 2050, as many as 750 million people will be French-speakers. 

"Lead by sub-Saharan Africans, the number of French speakers may grow to 750 million by 2050."

Booming cities around the globe 
While analyzing the populations of countries can help you glean information on where business growth may lie, similar data on cities can also offer opportunities. Many of the world's largest cities have populations greater than many nations. Forbes published a list of some of the fastest-growing megacities around the globe and their staggering growth in the past few years. Check out the top three: 

  1. Karachi, Pakistan – This city grew by about 80 percent between 2000 and 2010, and now has more than 20 million residents. It's the most populous city in a quickly growing country. 
  2. Shenzhen, China – This city of more than 12 million people had fewer than 6 million in 2000. It's growing quickly and likely will continue this growth. 
  3. Lagos, Nigeria – This large coastal city follows the same trend as Karachi, being the most populous city in a booming country. It grew by 48 percent between 2000 and 2010 and now has about 12 million residents, Forbes noted. 

4 key ecommerce trends to watch in 2015

As people use their computers and smartphones to purchase everything from high-end electronics to groceries, ecommerce is only growing in popularity. According to Entrepreneur magazine, 2014 hit an all-time high of $1.3 trillion in ecommerce sales and the number of regular users continues to grow.

“There was $1.3 trillion in ecommerce sales in 2014.”

However, along with these indicators of success, there’s also plenty of competition. If you want your business to make a name for itself on an ecommerce marketplace and stand out among competitors, it’s important to follow industry trends closely. Check out these four trends so you can capitalize on a growing consumer base in 2015.

1. Establish a presence in India 
Advertising and selling to people in foreign markets isn’t a new trend in ecommerce. However, one of the emerging markets that’s expected to become increasingly involved with and important to ecommerce is India.

According to Indian small business magazine Your Story, one of the reasons that the country is poised to become more important to online retailers is the growth of Internet access and mobile devices. There are roughly 1 billion mobile users in India, with about 200 million more connected devices expected to be added during 2015, Your Story reported.

With a quickly transforming economy and a booming population, India is the perfect target for any ecommerce site. However, Your Story explained that because it’s still an emerging economy, small businesses and entrepreneurs have an even better opportunity by getting more value on impactful marketing.

“India is expected to add 200 million more mobile devices in 2015.”

Start transforming your website and app to handle Indian traffic with professional translation services. Although English is one of the official languages of India, people are substantially more likely to purchase in their native language and trust the company that they’re buying from. Focus on Hindi, Bengali, Urdu and Telugu translation and localization services to attract a wide array of Indian users.

2. Focus on mobile design 
It’s not just Indian users who are buying on their smartphones. Populations all over the world are seeing massive jumps in ecommerce action over mobile devices. About 66 percent of the time spent on ecommerce websites is done on a mobile device, Entrepreneur magazine explained. Conversely, if your website isn’t optimized for mobile use, a 61 percent majority of users will leave the website.

Avoid this high bounce rate and convert time on the site into sales by making every part of your Web presence mobile friendly. Ensure that your website and app are both easily navigable on a phone, tablet or other device. Entrepreneur recommended a streamlined responsive design that allows for user-friendliness. Get in front on this trend by acting now – only 9 percent of ecommerce sites are currently responsive.

Be prepared for software wallets to replace credit cards.Be prepared for digital wallets to make an impact on online sales.

3. Prepare for more payment options 
Services like PayPal have already made significant changes to the way people make purchases online. However, the next trend may be branded digital wallets, which have been rolled out as physical pay stations at some stores. Apple and Google are putting significant amounts of effort and money behind improving and increasing the use of Apple Pay and Android Pay, respectively. Make sure your business is prepared for the likely emergence of these two payment tools.

4. Take advantage of online marketplaces for international customers  
Each year, attracting a greater number of international and foreign customers is an ecommerce trend. It’s logical to look for a larger audience to increase your sales and customer base. However, it can be difficult to break into a foreign marketplace, although translation and localization can help. Business2Community recommended small businesses use existing ecommerce marketplaces to find customers and establish a footing.

Retailers have already been using Amazon and Rakuten in large numbers to reach their customers and that trend is expected to continue. Because ecommerce marketplaces aren’t expected to go anywhere anytime soon, small businesses can use them to establish a customer base in various communities. Just be sure that when your customer clicks on your website, looks you up or emails for customer service that you have a Web presence in his or her language that he or she can access.

3 ways companies benefit from translation services

Making your business available to non-English and foreign markets can be a smart decision. You can bring your product to a greater number of people while establishing a brand presence outside your traditional consumers. You may even face less opposition and develop a niche following. However, if you don't take the right steps with website translation and app localization, you may not be able to even contact this new demographic. 

By using professional translation serves, companies are able to reach new audiences on the Web in their native language without any of the embarrassment, confusion and headaches that can come with using translation apps. Check out these three ways that website and app translation can help your business. 

1. Improved search ranking 
When you want to bring in new consumers and organic traffic to your website, it's important that you focus your time and money on search engine optimization. Anyone looking for your product or service will use a search engine to find it, and with the right approach you'll be there on the first page with related content. 

Focus on boosting your SEO in other languages. Focus on boosting your SEO in other languages.

One of the quickest ways to guarantee that you won't be on the first page is if your site or a few important pages aren't in the user's native language. You need to have a properly translated presence in any market you're looking to get into if you want it to appear in search results. 

To get your content to the top of search results, you should focus on social media. According to Mashable, Twitter is a critical part of getting your content to rise to the top of the results and explode in popularity internationally. Between 2009 and 2010, Twitter usage grew 300 percent in Latin America and 243 percent in the Asia Pacific. If you want to rise in the search results, you need users to respond to content in their native language then share it, retweet it or like it. 

Additionally, do some research into the best keyword options. Often, it isn't just a direct translation of U.S. keywords. Use local data to target what people in your new markets are actually looking for. Sometimes, it's an English-hybrid phrase. 

2. Higher conversion 
Getting your new audience to convert into sales is a critical aspect of any business. However, focusing just on English language sales can be limiting.

"72 percent are more likely to buy in their native language."

According to a Common Sense Advisory survey of 2,430 Web consumers in eight countries that was published in the Harvard Business Review, more than 72 percent of Web users spend most or all of their time on sites in their native language. Additionally, 72.4 percent said that they'd be more likely to make a purchase in their native language, with 56.2 percent saying that native language information made them more likely to buy than the price itself. 

This survey explained that people are much happier to buy products in their own language, even if it costs more, and they're more likely to see your product or service if it has a Web presence in their language. The HBR article went on to explain that this is especially important in places such as Europe that have many languages. 

3. Better customer support 
Whether through a FAQs page, email or a chat window, customer service
won't be optimal without professional translation services. If you have no native language Web presence, these buyers will have no way to get help. This can lead to poor Yelp or Google reviews, which can hurt your presence in the new market before you even get started.

Focus on providing mutilingual customer service.Focus on providing multilingual customer service.

Many people turn to translation apps or machine translation for customer service, but it just doesn't get the job done. Translations can come out wrong or confusing, only compounding your customer's service needs. 

Instead, use translation services to provide the best possible customer service for your new audience. People aren't always in the best mood when they have to contact customer service, so providing them help in their native language is the first and most basic step to helping them through their issue. Consider translating FAQ and help pages, using translation-based email responses and hiring a native speaker to address any potential problems.

Keep up with these 4 online education trends

E-learning is a quickly growing industry that is simultaneously moving in different directions. Skill-specific programs are being valued in the billions, while at the same time inclusive massive open online courses are filling with hundreds of thousands of students curious to learn without necessarily getting any credit.

Help your business evolve with the rapidly shifting landscape of online education by paying attention to these recent events and current trends.

“Global online learning is expected to hit $107 billion in 2015.”

1. E-learning is growing around the world

While news reports and advertising frequently focuses on young American students enrolling in online programs for convenience sake, the technology behind e-learning has allowed it to become a global industry. According to a report from Global Industry Analysts, Inc., the global online learning marketplace is expected to hit $107 billion in 2015.

Faster internet connections and more connected devices allow people from all over the globe to take part in interactive activities, stream lecture videos and connect with fellow students for collaborative work.

Inc. magazine pointed out that in 2014, education technology funding rose more than 50 percent and looks to continue increasing in the near future. As the technology continues to improve, it’s likely that the demand will grow as more people want to learn new skills and improve their careers.

Use app translation and localization services to reach these curious and knowledge hungry students. Take advantage of this trend toward greater international e-learning by advertising, communicating or teaching courses in these potential students’ native languages before your competitors have the chance.

Professional e-learning has become a successful online learning option for many. Professional courses have become a successful online learning business.

2. Professional e-learning is valuable 

Professional, corporate or skill-focused e-learning has emerged as one of the most profitable, respected and effective forms of e-learning. On April 9, 2015, professional networking website LinkedIn paid about $1.5 billion to acquire lynda.com and all of the educational material it owns.

Lynda.com, first established in 1995, emerged as a respected source learning about business, technology and other professional skills. LinkedIn could use the company to create its own professional learning platform.

Inc. magazine noted that professional business e-learning has done something that other online education platforms, such as MOOCs​, have failed to do by developing a successful business model.

“LinkedIn paid about $1.5 billion to acquire lynda.com.”

“Online corporate learning allows employees in every industry and at any level to experience the power of customized training, 24/7, on any device. Unlike with classroom-based training, learners can train on their own time using customized formats,” Inc. explained.

The value and number of useful professional e-learning services is likely going to continue growing as more companies want to get involved or acquire an educational platform as part of their other offerings, as LinkedIn did.

3. MOOCs are becoming part of traditional education 

While professional learning has come out as the success story to MOOCs’ lost potential, there may still be time for these open, free courses to become a lasting part of higher education. The New York Times recently reported that Arizona State University has decided to offer an option for students to take their freshman year courses as MOOCs.

The program, called Global Freshman Academy, will offer students the chance to take these classes without having to apply or go through the admissions process. The program will include 12 courses in a variety of general education requirements and carry credit that can be transferred to the school.

“ASU is offering MOOCs for credit.”

Although each credit will cost students $200, it marks one of the first times these open courses come with actual credits and association to a well-known university. This move may signal a shift for large schools to adopt MOOCs as part of normal schooling.

4. Publishers are adapting to e-learners

As print sales have been falling for many major publishers, their only option is to innovate and reinvent their business, Education Dive reported. These major companies will likely begin offering lower priced textbooks digitally, selling them through popular online marketplaces such as Google Play, and some may begin to include interactive coursework as well.

“The move to digital is going to happen,” Pearson Education North America Executive Director and CEO William Etheridge told Education Dive. “And while the timing may be a little bit unclear, it is going to happen. And people have been holding back for so long – they can only hold back for so long and they got to move to these new curriculum.”

Capitalizing on the growing globalization of e-learning in general, there is a great opportunity to pair the trend of innovative publishers with eager students abroad. Localization technology and translation services can help transform and create new, multilingual texts and interactive learning tools, to the benefit of students and publishers.

3 key trends in the online travel industry

In late 2014, Amazon announced it would start its own online travel service for select cities. Unlike the many other online travel businesses, Skift explained that Amazon was going after a growing and niche market: independent hotels. It could help connect people who want a one-of-a-kind stay with hotels that have a lower profile around the country.

The involvement of a company like Amazon in the travel service world is a perfect example of how quickly and significantly the online travel industry is changing all the time. Stay on top of this dynamic business by following and capitalizing on these three recent trends in online travel. 

"1 in 4 online travel businesses are already marketing internationally."

1. Increasing levels of focus on international travelers 
Online travel businesses are targeting their messages internationally more than any other industry. According to VerbalizeIt data, about 26 percent of travel and tourism companies are communicating with international clients. That's nearly double the 14 percent overall average among industries. 

While the travel industry is more focused on international business than other industries, North American companies are among the least active when it comes to international communication. Asian, European and South American businesses are already focused more on international communication than the U.S., where only 1 in 100 small businesses have an international presence. 

As the trend toward internationalization continues, this is the perfect opportunity for American online travel businesses to focus on website and app translation with an international audience in mind. 

2. Increasing focus on regionalization
​Although it sounds counterintuitive, regionalization is also becoming increasingly popular among travel businesses. While the internationalization of websites and apps casts a large net to bring in business, regionalization uses a precise and directed attack to target a specific section of consumers and clients.  

The number of travelers in China has exploded over the past several years and other regions are poised for massive growth. By 2020, about 50 million Indians are expected to travel internationally, Tourism Australia predicted. In many of these areas where growth is underway and expected to continue, people aren't searching or buying in English. 

"By 2020, about 50 million Indians are expected to travel internationally."

Regionalize your business's online communication through app translation and localization to capitalize on the untapped potential of these new users and likely travelers. Reach them in their own languages or dialects before your competitors can. 

3. Margin pressure from both upstream and downstream
With increased competition from new companies such as Amazon and unpredictable variances in business or vacation travel, many online travel agents and companies are feeling margin pressure. To address this trend, many executives may want to consider reevaluating their translation strategies.

While reaching international and regional customers is critical to a business' success, doing it in a cost-inefficient way is also important. Use professional translation services that can help your business deliver its message directly without hurting your already pinched margins. 

How to make international customer service more effective

Regardless of what your product is, the linchpin on which your business revolves is customer service. The interactions between representatives and clients can often make or break a business, especially a startup that's looking to compete in the larger market.

Customer service can be all the more important in international markets where your brand may be unproven. Just like development or translation, you shouldn't approach customer service from a one-size-fits-all perspective. Here are some things to keep in mind when devising your regional service strategies so your brand can stand out from the rest. 

"Different areas define good service in differing ways."

Define your goals regionally
Different markets can be influenced by various factors, and as a result, operations may look very different in one place than in another. This is important to take into account when determining what your service goals are going to be in a given region. Keep in mind that different areas define good service in differing ways. Some places, such as the U.S., may value expedient service and fast turnaround times above all else, while some parts of Europe and Asia pride themselves on hospitality and a friendly and comfortable atmosphere. These different goals may lead you to two conflicting strategies – for example, in trying to facilitate the fastest service, you will likely compromise on some of the superfluous amenities that may be valued by certain cultures. Rather than trying to reconcile all of these goals and offering a mediocre overall experience, instead focus your efforts where the regional market in question will appreciate it most.

Specialize, but not exclusively
It's clear that to meet the various needs and standards of different regions you'll need a team of service representatives specially trained and versed in cultural know-how to best interact with your clients. But while these specialists will form the bulk of your service efforts, don't forget to imbue your other support staff with a basic cultural understanding as well. For example, complicated customer service tickets may end up getting escalated to different departments, such as accounting or manufacturing. These professionals don't need the extensive cultural fluency of your frontline support staff, but they should be able to perform their job functions in a way that conveys competence and inspires confidence in your brand.

Do your homework
Cultural sensitivity is perhaps the most important element of customer service in international markets. In addition to business practices and industry standards from region to region, your service representatives should also be versed in the cultural and linguistic idiosyncrasies of the market in which they're operating. This can range from a grasp of colloquial dialects to better connect with local customers to knowledge of business etiquette and how to act during transactions. Excellent customer service depends on the representative's ability to connect with customers on a personal level, and displaying an affinity for local cultural habits is a subtle and effective way to do that.

"Encourage your clients to offer their feedback."

Be receptive to feedback
Nobody's perfect. It's possible – expected, even – that when you begin moving into new markets, there will be an adjustment period for your customer service representatives. For growing businesses, customer feedback is a crucial tool that can help steer future development efforts. Encourage your clients to offer their feedback, whether it's through a phone survey or email form sent out after an interaction. Of course, your representatives themselves are members of the local community and can offer you valuable insight right from within your own company. You can encourage this exchange of information by offering online resources for employees and managers to communicate, such as forums of email listservs, so that they can share best practices. 

How does website language affect regional SEO?

Businesses that want a Web presence in a bilingual community or across a number of countries need to make special considerations for search engine optimization. Whether the site is multilingual, such as a Texas-based service company targeting both English- and Spanish-speaking audiences, or a multi-regional website, like a small business making the leap to the global stage, SEO best practices change as more languages are involved. 

"SEO best practices change as more languages are involved."

To reach a new audience, you can't simply direct translate a Web page from one language into the another. Not only will the content be confusing and ineffective to your target audience, but search engines will punish your website and it will drop in the rankings. This could hurt your business in both language demographics.

As business globalization has increased, search engines like Google reward websites that have fully integrated multilingual platforms and subdomains, rather than quick translations that are often inaccurate. Complete online translation services can help you create a web presence in a different language that is comprehensive and welcoming to consumers, while also pleasing to Google and other search engines.  Make sure you're business is following these multilingual website SEO tips. 

Don't let your keywords get lost in translation 
Keywords are a critical part of how people will find your business on the Web. When people look up a term related to your business, the better that that term is integrated into your website's content the higher you could appear in a search engine's ranking, increasing the likelihood that they'll click on your site and become a customer. 

"Direct translation keywords can be ineffective."

However, as with website copy and content, direct translation of a keyword from one language to another won't help your website at all. Colloquialisms, culture and other linguistic reasons can render your directly translated keywords ineffective and damage your presence in that language's community. Content management firm Joomla! pointed to an example of mistranslation between the English and Italian languages, as well as in between the U.S. and Italy. 

"'Cheap flights' in the US gets 6.12 million searches per month and in Italy 'voli economici' – the literal translation – gets 33,000 searches [per] month. If we tweak that for the culture, 'voli low cost' gets 246,000 searches per month. That's a big difference," Joomla! explained.

Instead, businesses should use complete website translation, localization services, and redefined culture- and language-specific keyword searches to get better results. Incorporating these new keywords into translated or new content may help boost Web traffic. 

"Make the subdomain for a different language clear in the URL."

Indicate language in the URL 
It's important that your website's URL reflects a different language subdomain. Google explained that a subdomain or subdirectory in a different language should be clearly distinguishable in the URL for SEO best practice. This allows search engines to better understand the content of your website and provide the best Web pages to your desired audience.

Experts also advise that business stick to using multiple subdomains or directories rather than completely different domains for multiple languages to avoid confusion. 

Additionally, each Web page should only contain one language. The entire website, from directories to indexes, must be fully translated into another language to get the optimal return. Search engines crawl through that data as well. 

Tell your search engine about duplicate content. 
Whether a product landing page or message from your CEO, content duplication can be part of business globalization, but it's important that your search engine understands that the content is in different languages for different audiences. Make it clear in your website's code that the content is equivalent copy for different languages and redirect people as needed. If this is done poorly, it could appear to your search engine as unnecessary duplicated content and hurt your ranking. 

Providing unique content for different audiences is the best SEO option, but it can be difficult. When you translate website copy, ensure that it's being translated by experts to fit the culture, audience and area you're targeting. 

Reconsider geotargeting 
Geotargeting allows your business to focus on one specific community that speaks a language in an area. However, this isn't always the best option. While it can help your business reach that one section of the population better, it can also provide limitations. If your aim is to reach an array of language speakers from different locations, avoid relying on geotargeting. 

Avoid embarrassing bloopers by using a professional translation service

For some app developers, translation may be an afterthought. Especially for those who work in small startups where expanding internationally may not have been part of the original business plan, when it does come time to move into overseas markets, it's often tempting to turn to quick and easy translation solutions to take care of the text so you can spend more time on design or UX implementation.

However, there's far more to proper translation than just transcribing the meanings of individual words. International regions have not only their own language, but often their own colloquialisms, proverbs and other common sayings that have meaning over and above the literal one. Here are some key ways professional translation can help you make sure you're understood.

"Web-based services are historically awful at distinguishing nuance."

Proverbs and colloquialisms
Colloquialisms and folk-sayings are perhaps among the more difficult errors for a machine service to detect, since on a word-by-word basis these common sayings may not be mistranslated. Rather, it's not the individual words, but the overall meaning as a whole that must be preserved in these instances, and Web-based services are historically awful at distinguishing this kind of nuance.

For example, if you're working in a German market and you see the common phrase "Du gehst mir tierisch auf den Keks," a machine service would tell you that means "You walk me animally on the cookie." You wouldn't be mistaken if you thought this was meaningless babble – but a professional German translation service would tell you that this is actually a common saying akin to "You're driving me crazy." This is just one of many examples that demonstrates that preserving the spirit of a message is just as important as translating its content word-for-word. 

Unfamiliar languages
If you aren't familiar with a given tongue, it's possible you may not even know that a translation error has occurred. In such cases, unwitting developers may even preserve the erroneous translation thinking it's grammatically correct.

One example highlights an instance where a company tried to translate the Chinese for "restaurant" into English. The machine translation service used wasn't able to come up with a suitable option, instead returning the message "Translate server error." Unfortunately, those unfamiliar with English may not realize what such a message means, and may even assume that "Translate server error" is in fact the translation they're looking for. This embarrassing mistake can sabotage your efforts at moving into foreign markets, as well as cost you money in revising printed and online materials.

Who’s going global this week?

Corporate executives recognize how valuable business globalization can be for companies looking to attract a wider range of international consumers. The global market continues to expand, allowing businesses both large and small the opportunity to gain new consumers across the world.

Many companies have paved the way for global business expansion, allowing corporations the chance to view successful international ventures before undertaking one of their own. Several businesses recently announced their plans to expand globally in the next several years, pioneering the way for other companies that wish to follow in their footsteps. 

Netflix set to expand globally over next two years
Wildly popular video streaming service Netflix remains one of the most well-known and successful companies in the United States. The business is expected to make a highly anticipated move into the international market, offering its services to consumers in six different countries across Europe, including Austria, Belgium, Germany, France, Switzerland and Luxembourg. Thanks in part to the move into international territory, the company now serves more than 57 million consumers across the world. 

@netflixusImage via Instagram, @netflix

The company has no plans to stop expanding anytime soon. In a report released to Netflix shareholders, the company's leadership team explained that it would soon begin operations in New Zealand and Australia, and that later in the year it would announce several more countries as part of its global expansion plan.

Restaurant service app Zomato to begin operations in India
Zomato is a mobile app that allows people to discover local restaurants in 19 different countries across the globe. The brand recently acquired Urbanspoon, a U.S.-based app that offers similar features for users. In the next several weeks, Zomato plans to begin operations in India, where it will work with nearly 2,000 restaurants to provide recommendations for people living in the region. 

Localization remains a top priority for company executives. The site itself can be viewed in several different languages, and it's likely the business invested in app translation to get the details right during the process. With a consumer base of 35 million and counting, the business will continue to find ways to best serve its existing customers while targeting potential ones living in different countries. 

"Deezer will expand to more than 150 countries in March."

Music streaming service Deezer expands across the globe
Deezer, a music streaming service that launched May 2014, announced it would offer its services to users in more than 150 countries, making it the largest global streaming service on the market. The expansion takes place March 19, so users in Canada, Europe, Latin America and Asia Pacific will have access to more than 35 million songs in the service. 

The company has seen significant success since it first launched. In just under a year, it has reached more than 16 million users, a number that will continue to climb as its international base grows along with new services. As the company develops its materials geared toward global consumers, it will need to place business language localization toward the top of its priority list to ensure users can navigate through pages.