How To Use Multilingual Localization To Extend Your Reach with Naoko Takano - EP319

08/08/23 • 40 min

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Have you wondered how to expand your business' reach across different languages and cultures? Do you know what role multilingual and localized content can play in your business?

Naoko Takano, Localization and Community Program Manager for WordPress, joined me on the SEJShow to explore the significance of localization and internationalization in WordPress’ mission.

Naoko has been involved with WordPress localization since its infancy and has seen firsthand how multilingual localization has built larger communities around businesses.

Learn the power of multilingual content and what it means for effectively broadening your reach online. Discover tips and opportunities for your business to collaborate across different cultures and how to leverage this power to improve your ROI.

WordPress, being an open-source solution from WordPress.org, your mission is to empower the publisher. –Loren Baker, 06:45

One of the advantages WordPress has is that we have so many different types of languages, and it's possible to add more languages as long as there are translators. –Naoko Takano, 13:49

The mission of WordPress is democratizing publishing. Our mission is to reach all the people using the internet and want to publish, not only in English-speaking countries. So yes, we want to expand beyond. –Naoko Takano, 23:28

[00:23] - About Naoko.

[02:18] - WordPress localization and global growth.

[06:45] - Open source as WordPress.org's growth driver.

[08:49] - The role of translation in WordPress business expansion.

[10:58] - Volunteer-driven operations at WordPress.org.

[12:55] - WordPress plugins vs. enterprise CMS for expanding businesses.

[13:49] - WordPress' multilingual capabilities.

[14:55] - Anticipation of multilingual support in WordPress core software.

[16:07] - Balancing WordPress' multilingual offerings with business interests.

[16:54] - Gutenberg's fourth phase: Multilingual support?

[17:07] - Adapting translation plugins for WordPress' block editor.

[19:54] - WordPress' growth in the Spanish market.

[21:52] - The most active countries in WordCamps events.

[23:12] - The impact of translation on WordPress.org's international usage.

[24:42] - Democratization through cultural collaboration in WordPress.

[26:12] - Localization in WordPress: More than translation.

[30:15] - The future of multilingual WordPress.

[32:48] - The international WordPress community's size.

[34:07] - Site translation and localization for various audiences.

[36:24] - Connecting with the WordPress community online.

Resources Mentioned: https://wordpress.org/

I would like to see a more technology-assisted way for us to read and reach the audience in different parts of the world. That helps us find more engaging content and allows the content provider to reach further than the limitation of their language area. –Naoko Takano, 30:55

We benefit as a community by using the version we are familiar with and providing that to the client. The backend is also translated, which helps people make the plugins usable without the language barrier. –Naoko Takano, 08:49

We, the translation community, always say over 20,000 active people have been translating something within a year or so.–Naoko Takano, 32:52

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to enhance your knowledge and skills in search marketing.

Connect With Naoko Takano:

Naoko Takano is the Localization & Community Program Manager at Automattic with over ten years of experience in the US. She specializes in software localization and English-Japanese translation and applies her expertise to WordPress support, technical writing, and community organization.

A full-time contributor to the WordPress Polyglots and Community Teams for almost two decades, Naoko works as a Polyglots Global Mentor and General Translation Editor (GTE) for Japanese, aiding translation contributors and enhancing WordPress accessibility across different languages.

Connect with Naoko on LinkedIn: https://www.linkedin.com/in/naoko/

Follow her on Twitter: https://twitter.com/naokomc

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.li...

Have you wondered how to expand your business' reach across different languages and cultures? Do you know what role multilingual and localized content can play in your business?

Naoko Takano, Localization and Community Program Manager for WordPress, joined me on the SEJShow to explore the significance of localization and internationalization in WordPress’ mission.

Naoko has been involved with WordPress localization since its infancy and has seen firsthand how multilingual localization has built larger communities around businesses.

WordPress, being an open-source solution from WordPress.org, your mission is to empower the publisher. –Loren Baker, 06:45

One of the advantages WordPress has is that we have so many different types of languages, and it's possible to add more languages as long as there are translators. –Naoko Takano, 13:49

[00:23] - About Naoko.

[02:18] - WordPress localization and global growth.

[06:45] - Open source as WordPress.org's growth driver.

[08:49] - The role of translation in WordPress business expansion.

[10:58] - Volunteer-driven operations at WordPress.org.

[12:55] - WordPress plugins vs. enterprise CMS for expanding businesses.

[13:49] - WordPress' multilingual capabilities.

[14:55] - Anticipation of multilingual support in WordPress core software.

[16:07] - Balancing WordPress' multilingual offerings with business interests.

[16:54] - Gutenberg's fourth phase: Multilingual support?

[17:07] - Adapting translation plugins for WordPress' block editor.

[19:54] - WordPress' growth in the Spanish market.

[21:52] - The most active countries in WordCamps events.

[23:12] - The impact of translation on WordPress.org's international usage.

[24:42] - Democratization through cultural collaboration in WordPress.

[26:12] - Localization in WordPress: More than translation.

[30:15] - The future of multilingual WordPress.

[32:48] - The international WordPress community's size.

[34:07] - Site translation and localization for various audiences.

[36:24] - Connecting with the WordPress community online.

Resources Mentioned: https://wordpress.org/

We, the translation community, always say over 20,000 active people have been translating something within a year or so.–Naoko Takano, 32:52

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect With Naoko Takano:

Connect with Naoko on LinkedIn: https://www.linkedin.com/in/naoko/

Follow her on Twitter: https://twitter.com/naokomc

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.li...

Previous Episode

Learn To Master Your Website - Even If You Dont Speak Tech with Fiona Allman - Treen - EP318

No matter what your business specializes in, your website is often the first place potential clients and customers learn about your company. This means visitors can decide about your services within the first few seconds. So how do you hook them?

Fiona Allman-Treen, author of “Website Mastery for Business Owners Who Don't Speak Tech,” joins me on the SEJShow and shows you the three key things your website needs to increase your website’s visibility, boost your business growth, and convert visitors to paying customers.

Get expert analysis based on Fiona’s best-selling book that will show you how to translate the tech-speak around website design and maintain ROI after your website launch's initial excitement is over.

Website Mastery for Business Owners was needed because [speaking tech] is something that people shouldn't have to do to get a really good website. They shouldn't need to know the ins and outs of the code. - Fiona Allman, 00:59

What attracted me to the web in the first place was seeing that level playing field. It makes a one-man band can sound like an orchestra online, and that's what I love. So it's, it's all about making that happen for people. - Fiona Allman, 01:31

I've always found it nice to just send a text every once in a while and send a follow-up because you never know when someone will leave and go somewhere else. It's just good sportsmanship at the end of the day. Just, "Hey, how's it going?" It's checking in, you know, happy new year, whatever it may be. It doesn't have to be cheesy, but it, it has helped me personally retain or even bring clients back. Just having an open line of communication all the time. –Loren Baker, 20:21

[00:46] About Fiona.

[02:22] Keeping up with recent web design changes.

[03:12] Initial steps in defining a website strategy.

[06:11] Key elements for website visitor engagement.

[13:57] Significance of image selection in customer engagement.

[15:23] Strategies for customer satisfaction and preventing buyer's remorse.

[15:56] Importance of post-purchase customer engagement.

[17:22] Balancing customer connection and salesmanship.

[19:42] Value of communication with returning customers.

[22:57] An insight into Fiona's book "Website Mastery."

[23:00] Advantages of print publishing over online writing.

[24:02] Networking advantages of a physical book.

[25:41] Using "Website Mastery" in client onboarding.

[26:20] Unexpected outcomes of book publishing.

[27:28] Reaction to book rejection at networking events.

[30:49] Advice for non-tech individuals on web design mastery.

Resources Mentioned:

Website Mastery Book: https://www.fatpromotions.co.uk/wmregister/

Fat Promotions: https://www.fatpromotions.co.uk/

You can attract people to your website, but you've got that attraction piece if they don't connect with what they see when they get there. You've got these visitors coming in, like, with decent search engine listings. You'll get that. But if they get there and they don't connect with what they see, it's not going to happen." - Fiona Allman, 06:11

I had one guy who bought a copy, and he put this glorious review on Amazon. He was so kind. And he said, I read it in three days, and I have to work with you. That's it. And it, as it turned out, we ended up going through all the different things that he wanted.–Fiona Allman, 26:56

You want those repeat customers. That's where your engagement gold comes in. When you get those repeat customers, just show them you care. So really what you want to do is, as you say, keep them on the, on your love them up the list. Keep them in your email marketing. Give them regular newsletters, but keep people from pestering them. –Fiona Alman,15:56

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect With Fiona Allman-Treen:

Fiona Allman-Treen is the Director of FAT Promotions, a digital agency she founded in 2001 to help clients create compelling websites. Also known for her best-selling book 'WEBSITE MASTERY,' she is renowned for her expertise in strategic website design and online systems that drive sustainable growth for businesses and charities globally.

Before launching her web design agency, Fiona spent over a decade in graphic design and marketing. A passionate advocate ...

Next Episode

The State Of SEO 2024: Disruptions And Opportunities with Ben Steele - EP320

Using data gathered from 3,890 SEO professionals for our annual State of SEO report, we're ready to give you new insights on the disruptive factors in the industry. From the rise of generative AI to shifting content trends, there are many opportunities to use these new disruptions to your advantage and stay ahead in such a competitive time.

Ben Steele, senior editor at Search Engine Journal, joined me on this SEJ Show to break down the three significant disruptions in the SEO world and the opportunities they present. We examined the process behind implementing generative AI and what AI might look like next year.

Get tactics for communicating your SEO value, tips on new ways to cultivate your audience, and new content creation strategies for facing changing trends.

People noted that generative AI would be the biggest disruptor. However, respondents are largely positive; they feel optimistic about the impact of generative AI and its potential to affect their business's bottom line. I think there's an interesting duality to note there. It's disrupting many things, but people are still excited about it. –Ben Steele, 04:33

You bring up a great point about adapting focus. The industry is incredibly dynamic. With the acceleration of AI, changes in search engine algorithms, and evolving user behavior, SEO professionals need to be agile. They have to reassess and adapt their metric priorities in real time to ensure they're capturing the most relevant data, which translates to business value. That could be the reason we had to revisit the metrics we included in this year's survey. –Ben Steele, 20:29

While I can't predict the future with absolute certainty, what's clear is that the traditional role of an SEO professional is already transforming. SEO is becoming increasingly interdisciplinary. It's no longer just about optimizing for search engines; it's about optimizing for user experience, understanding data analytics, and even having some proficiency with AI and machine learning models. –Ben Steele, 21:15

[00:00] - About Ben.

[03:57] - Top disruptors in SEO.

[04:33] - Has generative AI affected search yet?

[07:07] - User behavior toward new technology: voice search example.

[10:46] - Freelancers moving to permanent positions.

[12:15] - Impact of layoffs in tech companies.

[16:34] - Priority metrics for SEO professionals.

[18:05] - Agency vs. in-house SEO communication struggles.

[22:20] - Importance of click-through rate as a metric.

[27:25] - SEO's role in ecommerce and Google Shopping.

[28:53] - Content's role in SEO.

[29:37] - Top barriers to SEO success.

[30:57] - Communication barriers in SEO.

[32:31] - Frequency of Google updates.

[34:01] - Changes in Google SERPs.

[34:36] - Major takeaways in the SEO report.

[36:46] - Navigating SEO algorithm changes.

[38:03] - Communicating SEO value.

Resources mentioned:

State of SEO 2024 - https://www.searchenginejournal.com/state-of-seo/

An SEO's job is not just to drive traffic; it's to complete that journey all the way down to the checkout. –Loren Baker, 26:08

What we're seeing is a shift in focus. Last year, people were going back to basics and focusing on technical SEO. This year, we're seeing a greater emphasis on understanding audience intent and traffic quality, not just raw numbers, but what this traffic means. –Ben Steele, 22:22

People are no longer convinced by the promise of getting you to page one for any term you want because the question becomes, 'Page one for what? For something that nobody searches for?' –Ben Steele, 38:03

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Ben Steele:

Ben Steele, the Senior Editor at SEJ, boasts profound expertise in digital content. Though he didn't initially aim to become an SEO strategist, the skills he acquired for his role, combined with his self-initiated research into digital marketing, unveiled his genuine passion in this field.

His experien...