Localisation is often misunderstood, or the resource requirements underestimated – we’ll show you what to expect when it comes to localisation and help you decide why or when human translation might be a better fit. Please note: This presentation might not be useful if you did not attend Search Elite 2018. In case there is anything you'd like to know, please get in touch, we might be able to help.

1. By Seanbatty [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
AI vs HUMAN TRANSLATION
06.06.18

2. 1WHY THOUGH?

3. Source: http://www.slate.com/blogs/browbeat/2016/12/12/sherlock_holmes_says_i_love_you_in_the_season_4_trailer_but_to_whom.html
TRANSLATION AT AN SEO
CONFERENCE?

4. By Pexels [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
TODAY: Senior International SEO | bold ventures GmbH

5. GOT VISITORS FROM ABROAD?

6. By Grem02 [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
WHY ARE YOU HERE?

7. http://www.skysports.com/football/news
NEWS SITES

8. http://allrecipes.co.uk/
UGC SITES

9. http://www.asos.com/
ONLINE SHOPS

10. 2WHAT IS
TRANSLATION?

11. https://hubpages.com/technology/google-translate-tips-tricks-and-hidden-secrets

12. https://imgur.com/r/funny/pqlhmK8

13. By 14398 [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com

14. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
ALL OF THEM ARE TRANSLATIONS!

15. By yuta_tachibana [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
Definition: Wikipedia, Pei and Gaynor 1954, Richards, Platt, and Weber 1985
Translation is the communication of the meaning of
a source-language text by reproducing that meaning
through an equivalent target-language text.

16. 3AI vs HUMAN
TRANSLATION

17. By Pavlofox [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
„Hier wird auch viel gesurft.“

18. By Pavlofox [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
„Der Mond ist aufgegangen. Er leuchtet hell.“
The moon has risen. He shines brightly.
La lune s'est levée. Il brille de mille feux.
The moon has risen. It glows brightly.

19. By cocoparisienne [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
LANGUAGE BUILDS TRUST

20. Taken from: Facebook ad by Hasselblad

21. Taken from: Facebook post

22. By Alexas_Fotos [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
DYK UNSUPERVISED AI TRANSLATION
CAN LEAD TO A LOT OF FRIED EGGS?

23. Taken from: The Daily Mail
By hzv_westfalen_de [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com

24. Footage: The Telegraph
UNSUPERVISED AI TRANSLATION
CAN LEAD TO POLITICAL ISSUES

25. Taken from: The Guardian

26. By Renee_Olmsted_Photography [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)],
AGE-OTORI

27. 4LANGUAGE
AND THE BRAIN

28. By kmerriman [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com

29. By kmerriman [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com

30. By cocoparisienne [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
LANGUAGE BUILDS TRUST

31. By RyanMcGuire [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
IT‘S ALL ABOUT DECISIONS

32. By qimono [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
Brain image taken from NIH publication 97-4257, https://www.nidcd.nih.gov/health/aphasia (https://www.nidcd.nih.gov/sites/default/files/Documents/health/voice/Aphasia6-
1-16.pdf), Public Domain, https://commons.wikimedia.org/w/index.php?curid=352704

33. By Lindsay Hanford, Geoff B Hall - Own work, CC0, https://commons.wikimedia.org/w/index.php?curid=16393346

34. Source: https://deeplearning4j.org/word2vec.html

35. Taken from: The Guardian

36. By qimono [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com

37. By Diliff - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=22422273
POWERFUL, STRONG, LONG
BEAUTIFUL, ELEGANT

38. THIS IS A LOCAL SHOP
FOR LOCAL PEOPLE

39. By wiggijo [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
SAME BUT DIFFERENT?

40. By 162635 [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
YOU GOT NICE PANTS!

41. By Curriculum_Photografia [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
ARE ALL ENGLISH NATIVES
THE SAME ON TRAVELS?

42. By Curriculum_Photografia [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
WHAT WOULD A BRITON NEED
TO KNOW?

43. By toromeart [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
OR FOLKS FROM DOWN UNDER?

44. By toromeart [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
OR PEOPLE FROM THE US?

45. Darwish, Ali; The Translation Process: A View of the Mind. 1989

46. By Grem02 [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
AI CANNOT TARGET DIFFERENT CONTEXT
/ CULTURAL CONVENTIONS (YET)

47. By kmerriman [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
POSSIBLE ISSUES WHEN USING AI:
Currencies, number formats (eg decimal markers)
Different legal requirements for contracts
Document structure (eg greetings in letters)
Most metaphores, brand names
Pick the correct synonym (connotation)
Interlingual differences (such as AE vs BE)
Culture-specific user intent

48. 5WHAT OPTIONS
DO YOU HAVE?

49. By qimono [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
1. Automated translation
2. Human translation
3. AI-assisted text creation (NLG) based on
structured product information
4. Human text creation incl. SEO
5. A pragmatic mix of automated and human
translation

50. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
1. PURELY AUTOMATED TRANSLATION

51. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
1. PURELY AUTOMATED TRANSLATION
Don‘t do this unsupervised; when in need for a lot of new
content, no. 3 could be an option

52. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
2. PURELY HUMAN TRANSLATION

53. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
2. PURELY HUMAN TRANSLATION
Difficult: expensive, amount of time, setting up proper
translation processes

54. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
3. NLG BASED ON STRUCTURED PRODUCT
INFORMATION

55. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
3. NLG BASED ON STRUCTURED PRODUCT
INFORMATION
AI needs to be trained; product data has to be very well
structured; not available in a lot of languages yet

56. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
4. HUMAN TEXT CREATION INCL. SEO

57. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
4. HUMAN TEXT CREATION INCL. SEO
Keyword lists cannot be "translated", time-consuming,
process setup and briefings are demanding

58. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
5. PRAGMATIC MIX OF AUTOMATED AND
HUMAN TRANSLATION

59. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
5. PRAGMATIC MIX OF AUTOMATED AND
HUMAN TRANSLATION
Define most important pages (= human tr.), then mix and
match the options according to your budget: 1+2 | 1+4 | 3+4

60. By Free-Photos [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
DO NOT FORGET IMPORTANT
ELEMENTS (eg. CART, T&C, ...)

61. By rachelf2 [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
SAMPLE LOCALISATION PROCESS
FOR BIG WEBSITES
OR LAZY PEOPLE

62. By RyanMcGuire [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
1. IDENTIFY IMPORTANT ELEMENTS (T&C, BUTTONS, ...)
2. IDENTIFY MOST IMPORTANT CONVERSION PAGES
3. HUMAN TRANSLATION OF 1+2, AI-ASSISTED TEXT
CREATION FOR THE REST (OR AUTOMATED
TRANSLATION)
4. ITERATIVE IDENTIFICATION AND SUBSEQUENT
HUMAN TRANSLATION OF NEXT IMPORTANT
CONTENT

63. By RyanMcGuire [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
1.IDENTIFY IMPORTANT ELEMENTS (T&C,
BUTTONS, ...)

64. By RyanMcGuire [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
2. IDENTIFY MOST IMPORTANT
CONVERSION PAGES

65. By RyanMcGuire [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
3. HUMAN TRANSLATION OF 1+2, AI-
ASSISTED TEXT CREATION FOR THE REST
(OR AUTOMATED TRANSLATION)

66. By StockSnap [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
4. ITERATIVE IDENTIFICATION AND
SUBSEQUENT HUMAN TRANSLATION OF
NEXT IMPORTANT CONTENT

67. 6UNDERSTAND
THE MATH

68. By Devanath_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
STANDARD PAGE = 1,800 CHARACTERS
~ 250 WORDS

69. By Devanath_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
ASSUMING A TRANSLATOR
TRANSLATES 1 PAGE PER HOUR ...

70. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
ADD TIME FOR COMMUNICATION
eg. 10-20% OF THE TIME

71. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
PRICES RANGE FROM
9p TO 30p PER WORD

72. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
PERSON DAY (ESTIMATE):
250 WORDS PER PAGE at 14p PER WORD
= GBP 35.00 PER HOUR
= GBP 280.00 PER DAY
+ 10% CLARIFICATION
TOTAL GBP 308.00

73. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
£1,300/DAY
FOR IT-CONSULTING
£308/DAY
FOR TRANSLATION

74. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
THAT MAKES A LOT OF SENSE NOT
SO YOU DON‘T WANT TO SELL ANYTHING?

75. By _Alicja_ [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
TREAT YOUR STOREFRONT
WITH CARE

77. @gingerSEO

78. By cocoparisienne [CC0 1.0 (https://creativecommons.org/publicdomain/zero/1.0/deed.de)], pixabay.com
STAY
THANK YOU
IN TOUCH!

79. 8
bold-ventures.de/jobs
BACKEND DEVELOPERS (f/m)
WE ARE HIRING!

80. Disclaimer
Any content (text, images) of this document is subject to copyright
and may not be redistributed without consent of bold ventures GmbH.
bold ventures GmbH cannot be held responsible for completeness,
accuracy or actuality of the content presented in this document.