Google Recently Announced They Will No Longer Offer New Access to Google Translate’s Website Translator

NOTE: If you have a website that currently uses the Website Translator, you can still use it.  For right now, this change only affects those businesses seeking new access to it. We will continue to monitor Google’s forums and keep you updated about any sun setting or end of life announcements.  

Does Your Website Need Localized Content? You Have Options

Adiós, Google Website Translator Widget - Small Business Design, SEO, and Marketing Blog | High Level Marketing  - Google_Website_Translate_Button

If you have a business with global reach or have a multi-lingual customer base, you are probably familiar with this widget. Over the years, we have routinely offered the Google Website Translator widget as a low-cost alternative for our clients who wanted their website content to be available in multiple languages. The service tied directly into the Google Translate API. What do we recommend now?

If a change in your business means you need website content in multiple languages, or your website currently uses Website Translator and you want to be prepared for the inevitable, you do have choices. 

Option 1: Let the User Choose to Translate Your Website

Adiós, Google Website Translator Widget - Small Business Design, SEO, and Marketing Blog | High Level Marketing  - Browsers_offer_to_translate_websitesModern browsers, like Chrome, already support translation, so users will always be able to translate your website if they want. By aligning your strategy with Google’s recommendation, “We encourage users looking to translate webpages to use browsers that support translation natively," the translation will be free. However, you are leaving the visitor experience up to chance; chance that your visitor is searching on a modern browser like Google Chrome, and chance that the content will be translated the way you need it to be translated. This could be a good strategy for entertainment and media types of websites where content is updated daily, but risky for product and service based websites where your voice needs to sound authentic to the locals you are targeting.

Option 2: Control the Translation

To have the most control of your content, you can use a cloud-based translation management service, like Bablic, to host the localized, or translated content and localization widget. These are, however, paid services, but can be worth the investment if what you offer doesn’t translate easily. 

If you need help choosing which option is right for your business, contact your dedicated account manager to talk about the pros and cons of each type of website translation service. We're here to help you make the marketing decisions that help you reach more customers.


About High Level Marketing

You can count on HLM to stay up-to-date and offer solutions for the changes in our industry that affect your business or your digital footprint. If you want to expand your market give your business a competitive edge with localized content, let HLM help you create the strategy to get you there. Contact Us Now.