It is not every single day when you come across an article heading like this one, but as shocking as it may appear it is true!
Google- the name that is known for its dominance in the search engine world and number of quality products and services that makes online marketing easier than ever CANNOT be used to translate your website. But why? What is wrong with translating my business with Google? Is it not the way to grab more attention on the search engine? are some of the obvious questions that must be popping up in your mind.
With more than 73% of worldwide marketers confirming that they prefer the website in their native language there is no question that translating your website will open new doors of opportunities for your business in the international market. However, the processing of translating the entire website can be overwhelming. That’s when most of the marketers turn toward Google to seek translation help, but are they putting their trust in the right place?
The answer is- NO.
Why can’t you trust Google with your business translation?
Well, the actual story behind this claim began when the American Public Institution decided to rely upon the google translation to evaluate the immigrant applications. To be surprised, the result came out unprofessional, given the fact that no one should really rely upon Google for translation.
When asked about the details of this practice, ProPublica revealed that Immigrant officials in the U.S. have been vetting refugees by translating their social media posts with Google translation tools. They further highlighted that the manual used to train officers for the vetting process included that “the most efficient approach to translating foreign language content is to utilize one of the many free online language translation services provided by Google, Yahoo, Bing, and other search engines.”
So, companies can use Google translation? Absolutely not.
How does Google translation work?
when Google translate was the first launch in 2006, it only used to translate English to Arabic. Now, 2020 Google can translate more than 103 languages from across the globe.
The thing is Google itself does not have any team of language professionals to translate the terms on the spot. what it actually does is learn from the translated documents available on the web and provide the best match for your translation query. This makes the accuracy of google questionable as it depends upon the source of documents and content that has been used to deliver the translation result.
Google on the other hand claimed the launch of Google Neural Machine Translation (GNMT) has bridged the gap between human and machine translation and reduced translation errors by 60%. still, it is far from being perfect and cannot completely replace human translation.
Why you shouldn’t use Google for translating your brand
Although Google translation is ideal for Travellers who want to translate the road signs and menus, but when it comes to translating your brand, it is not the best options and here are the reasons to justify the answer:
It is not customized for your business needs: the level of machine translation is not designed to meet your specific business needs. As it translates word to word, it cannot be used for translating highly sensitive content. Plus, once you feed the data, Google marks it as its own property that can lead to the breach of regulations with the second party.
It can cause misunderstanding due to errors: The Google translation can cause several errors in documents that can rephrase the whole meaning and cause the legal dispute.
It can stain your reputation: Your first impression is the last impression and what if it is ruined just because you decided to go with some sloppy translation? well, your reputation will be doomed in the international market before you know it.
It is prone to bugs: the automated translation systems are actually prone to bugs and viruses which may increase the overall risk of losing your information.
In the end, machine learning can be the cost-effective option but are you really willing to put your brand on the stake, are you? If you are still feeling lost then, consulting with professionals at the ProICT LLP to learn what can be done to further promote your brand.