73% of consumers prefer making purchases in their native language, and 56% say it’s more important than price.
Translation is a powerful way to ramp up business, and world brands like Diageo and John Deere have used eZ Publish to do just that.
Mugo Web’s Managing Director Peter Keung wrote this helpful blog post on how to build multi-language sites with eZ Publish. Peter and his team have completed many stellar projects using eZ, including Hootsuite, The Christian Science Monitor and The American Museum of Natural History.
In his blog, Peter considers which requirements should be met before deploying a multilingual site with eZ Publish. Here’s a summary of his list:
1. Find the right languages and display rules
Use your knowledge of your visitor base or your favorite analytics tool to identify the languages you should add to your site. Then, determine the right “fall-back” language, if any, for content that isn’t translated. Most companies show the requested language first, then use a fall-back language, often English.
Localization, or adapting content to a target market, also comes into play when determining the right languages. Peter adds:
"Are you appealing primarily to Spanish-speaking visitors from Europe, Spanish-speaking visitors from Latin America, or both? Or do you have even more specific targeting per country?"
2. Take advantage of eZ Publish’s URL translator
By default, eZ Publish will generate translated URLs for the same piece of content based off of the page title.
Peter writes, "You can allow editors to be able to modify the URLs to make them different from the page title, and also remove accents for languages where you don't want accents in the URLs -- in some cases it is not preferable to have fully translated URLs."
3. Make the language options clearly visible
Know how you’ll detect the user’s prefered language. You can make an educated guess by referencing their IP address or their browser language setting. Regardless, you should provide an easy way for users to switch languages, such as with the dropdown menu in the navigation on the Hootsuite website.
4. Ensure that translated content supports your SEO needs
When it comes to translated content, you can maintain and approve your search ranking and SEO with eZ. Peter also recommends using “canonical” or “alternative” tags to ensure search engines don’t penalize you for duplicate content.
You can also organize translations in the sitemap. Google has more advice on the process here.
5. Use eZ to enhance editorial workflows
How a company translates content is critical, and eZ Publish makes efficient, error-reducing workflows easy to construct.
For instance, eZ’s permissions systems limits the actions -- create, edit, delete, etc. -- any user can take. Editorial workflows also ensure that translated content won’t go live before being approved.
For further tips on developing multi-language sites with eZ Publish, check out What Multilingual Organizations Should Look for in a CMS.