• Katharina Gruber

Why Should You Hire A Professional To Translate Your Website Rather Than Using Google?

Updated: Jun 11, 2021

Is your business trying to leverage overseas markets or planning to do so shortly? Is it trying to get a competitive edge in the global market? Is your company trying to improve the conversion rate by attracting foreign clients? If your answer is a resounding “yes” to any or all of these questions, it’s a must to have a multilingual website.

When you’re planning to translate your company website into multiple languages, you’ve got two options – use Google Translate or hire a professional translator for the job. Many business owners prefer to choose the former option and there’re reasons behind it. After all, Google Translate is completely free and it’s surprisingly fast. While an experienced translator may require a whole workday to translate around 2,000 words based on the text’s difficulty, Google Translate the same volume within seconds!

However, despite these two major advantages, we suggest that you do not use Google Translate, especially when it comes to translating your company website. Why? Take a look at the following disadvantages of using Google Translate and you’ll understand the reason yourself.

Why using Google Translate may cost your business heavily

The ranking of the website may get penalized

If you translate the text of your website using an automated tool and publish it directly without reviewing it manually, Google may penalize the content, according to the quality guidelines of Google. Therefore, if you’re thinking of using machine translation solutions (by definition, Google Translate also comes under this category) only to translate your company website, it may run the risk of getting poor search engine rankings.

Google Translate cannot understand the context like a professional translator does

To make a piece of content translated properly, it’s a must to connect the words with the context. Some words (homonyms) appear with multiple meanings, which often become impossible for machine translation solutions to understand. For instance, the word “date” has four different meanings! It can be a date of birth, a date can refer to a fruit, a date can be a romantic appointment, and you can use it to establish the date of an event. In such situations, only human translators can understand the context clues to translate the true meaning of the text.

Translation quality may suffer heavily

These days, the standards established by search engines to recognize quality, authentic content have become far more stringent than earlier. Repeating a group of keywords frequently may damage your site’s SERP rankings. In short, the content has to be relevant and provide value to the visitors to be able to rank higher. You’ve worked hard to get a top-notch website filled with quality content that addresses the pain points of its visitors. When it comes to translating it into other languages, you use Google Translate to present all the valuable information to foreign visitors. Unfortunately, the final output turns out to be robotic, outright inaccurate, and full of grammatical errors. You may also find out that the translated text doesn’t even match the voice and personality of your brand. And it needless to say that if the translated content fails to resonate, the targeted visitors won’t stick around. It’ll inevitably damage the site’s overall SEO performance, obstructing your business to be found by the global audience.

Parting thoughts

As you’ve probably understood by now, using Google Translate instead of a human translator may damage your business severely. Remember those awkward literal translations or outright grammatical errors may be entertaining sometimes but there isn’t anything funny when the translated content of your company website fails to provide your targeted visitors with the right information. And even if you still plan to use Google Translate, ensure to hire a professional translator who’ll review and proofread the translated content.

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