The top 25 global websites from the 2017 Web Globalization Report Card

I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

Here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google is yet again ranked number one. But Google isn’t resting on its laurels. While many software companies are happy to support 20 or 30 languages on their websites, Google continues to add languages across its many products. Consider Gmail, with support for 72 languages and YouTube, with 75 languages. And let’s not overlook Google Translate, now at 100+ languages.

Google could still stand to improve in global navigation, though I am seeing positive signs of harmonization across its many product silos. But I do maintain the recommendation that Google present a more traditional global gateway to visitors across its sites and apps.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • IKEA returned to the list this year after making a welcome change to its global gateway strategy.
  • Nissan made the top 25 list for the first time. BMW slipped off the list.
  • As a group, the top 25 websites support an average of 54 languages (up from 52 last year); if we removed Wikipedia from the language counts the average would still be an impressive 44 languages.
  • GoDaddy, a new addition to the Report Card, wasted little time in making this list. Its global gateway is worth studying.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 31.

But as you can see here, the rate of language growth, on average, is slowing. That’s not necessarily a bad thing. Companies are telling me that they are investing more on depth and quality of localization — which is of huge importance.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t. Time is often the greatest indicator of best practices.

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and the people within these companies that have long championed web globalization.

The 2017 Web Globalization Report Card

Click here to download a PDF brochure for the report.

NOTO, as in No Tofu

First of all, I love tofu.

But when you see it on a computer screen, it’s not so nice.

Like those two rows of “tofu-shaped” objects shown below that indicate a missing font:

tofu3

Tofu used to be a much bigger problem ten years ago, back when fonts are strictly aligned with different character sets and computers shipped with very limited font families. Today, computers and phones ship with system fonts that can natively display a significant number of languages.

Nevertheless, as websites support more and more languages, the need for fully world-ready fonts will only grow.

So it’s nice to see Google investing in creating open-source font faces to support the world’s languages.

This font family is called NOTO (as in no tofu).

google_noto

A package of all 100+ fonts weighs more than 470MB.

Instead, you might pick and choose which language/script you wish to support:

screen-shot-2016-10-13-at-4-13-30-pm

This post is brought to you by the Multilingual Eye Chart.

 

Google Translate: Ten Years Later

translate

I remember when Google Translate went live. Hard to believe it was 10 years ago.

I remember thinking that this relatively new technology, known as Statistical Machine Translation (SMT), was going to change everything.

At the time, many within the translation community were dismissive of Google Translate. Some viewed it as a passing phase. Very few people said that machine translation would ever amount to much more than a novelty.

But I wasn’t convinced that this was a novelty. As I wrote in 2007 I believed that the technologists were taking over the translation industry:

SMT is not by itself going to disrupt the translation industry. But SMT, along with early adopter clients (by way of the Translation Automation Users Society), and the efforts of Google, are likely to change this industry in ways we can’t fully grasp right now.

Here’s a screen grab of Google Translate from 2006, back when Chinese, Japanese, Korean and Arabic were still in BETA:

google_translate_May2006

Growth in languages came in spurts, but roughly at a pace of 10 languages per year.

google_translate_growth

And here is a screen grab today:

google_translate_May2016

 

Google Translate has some impressive accomplishments to celebrate:

  • 103 languages supported
  • 100 billion words translated per day
  • 500 million users around the world
  • Most common translations are between English and Spanish, Arabic, Russian, Portuguese and Indonesian
  • Brazilians are the heaviest users of Google Translate
  • 3.5 million people have made 90 million contributions through the Google Translate Community

 

The success of Google Translate illustrates that we will readily accept poor to average translations versus no translations at all. 

To be clear, I’m not advocating that companies use machine translation exclusively. Machine translation can go from utilitarian to ugly when it comes to asking someone to purchase something. If anything, machine translation has shown to millions of people just how valuable professional translators truly are. 

But professional translators simply cannot translate 100 billion words per day.

Many large companies now use machine translation, some translating several billion words per month.

Companies like Intel, Microsoft, Autodesk, and Adobe now offer consumer-facing machine translation engines. Many other companies are certain to follow.

Google’s investment in languages and machine translation has been a key ingredient to its consistent position as the best global website according to the annual Report Card.

Google Translate has taken translation “to the people.” It has opened doors and eyes and raised language expectations around the world.

I’m looking forward to the next 10 years.

Say hello to the first .google domain

domains.google

Google announced the launch of domains.google. today, not a new service but a newly “domained” service.

I think it’s fitting that the first public use of .google is applied to its domains business.

The question is: What other business lines will begin using .google?

And what will .google ultimately resolve to? A search window?

 

Is your website losing the language race?

For the past 12 years, the Web Globalization Report Card has closely tracked the languages supported by the leading global websites, including companies such as Apple, IBM, 3M, GE, Microsoft, and Google.

This year, the average number of languages supported by these websites surpassed 30 languages, up from 14 languages in 2006.

language_growth_2016

If you want to reach 95% of the world’s 3.3 billion Internet users your website needs to support roughly 45 languages.

It’s no accident that Google Translate now supports more than 100 languages — reaching 99% of all Internet users.

The language race isn’t unique to tech companies.

Here are the language totals from a number of non-tech websites (US English excluded):

Website & Languages

  • VOA News: 47
  • Coca-Cola: 44
  • Honda: 44
  • Nissan: 44
  • DHL 43
  • NIVEA: 43
  • Avon: 42
  • American Express: 41
  • BMW: 41

Have you conducted a competitive language audit recently? You might be surprised by what you find.

What I’m finding is that regardless of industry sector, companies are adding languages. Growth might just be a language or two a year, but it is happening. And, unless you’re keeping a close eye on languages, you can overlook it.

Languages represent growth. If your goal is to succeed globally, you’re going to be investing in languages — lots of them!

 

About the Web Globalization Report Card
For 2016, Byte Level Research studied 150 global websites across 15 industry sectors, including more than 80% of the Interbrand Best Global Brands.
Websites were graded according to the number of languages supported, global navigation, global and mobile website architecture, and localization. The top 25 websites overall include companies such as Google, Starbucks, Hotels.com, and Facebook. Link