The top 25 websites from the 2018 Web Globalization Report Card

I’m excited to announce the publication of The 2018 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.

First, here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google was unseated this year by Wikipedia. Wikipedia, with support for an amazing 298 languages, made a positive improvement to global navigation over the past year that pushed it into the top spot. And Wikipedia, due to the fact that it is completely user-supported, indicates that there is great demand for languages on the Internet — and very few companies have yet responded in kind.

Google could still stand to improve in global navigation, as could Facebook.

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.
  • As a group, the top 25 websites support an average of more than 80 languages (up from 54 last year); but note that we added a few websites that made a big impact on that average.
  • 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 32.

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.  

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 to the people within these companies who have long championed web globalization.

The 2018 Web Globalization Report Card

Can displaying the Taiwan flag get your website shut down in China?

The short answer: It depends.

The context of how you display this flag can make all the difference; for example, do you display the flag on a global gateway with text that reads Select Country or Select Country/Region?

This may seem like a trivial distinction, but Select Country could cost your company millions in lost revenues if China cracks down the way it recently cracked down on Marriott — whose website is currently taking a forced time out.

Now, as I’ve noted earlier, Marriott did not display the Taiwan flag on its global gateway; this problem stemmed from a customer questionnaire that referred to Taiwan, Tibet, Hong Kong and Macau as countries. I would also not be surprised if this questionnaire was created by a third-party vendor. But the reason how it happened isn’t that important now; what’s important is ensuring that these mistakes don’t repeat — or, better yet, never happen in the first place.

Marriott was not alone. Medtronic, Delta and Zara were forced to apologize for making variations of this mistake, which include referring to Taiwan as a country on the global gateway.

Says this Reuters article:

The apparent intensification of efforts to police how foreign businesses refer to Chinese-claimed territories – even if only in pull-down menus – underscores just how sensitive the issue of sovereignty has become in a China that is increasingly emboldened on the international stage.

The involvement of more than one Chinese authority in rebuking businesses across different industries suggested possible coordination at a high level of government.

So what should you do to avoid a similar fate?

My recommendation:
If your global gateway is built around using flags, now is the time to leave them behind
. I’ve written extensively about the many challenges and risks of using flags — on this blog, in many editions of the Report Card and in my newest book.

The rewards of using flags simply do not outweigh the risks.

And I’ve worked with a few dozens companies that have since redesigned their global gateways to be more geopolitically neutral.  Another upside is that these resulting global gateways are typically more efficient — both in page display time as well as in maintenance.

But as I write this post I know a number of multinationals — all Fortune 100 — that currently display the Taiwan flag on their global gateways. And the context of a few of them most clearly send a Select Country message — which is a message no company wants to be sending right now.

If you need me to help you make the case for an immediate global gateway redesign and/or internal audit, contact me; I can bundle this in with the forthcoming 2018 Report Card.

Succeeding in the Translation Economy

Here is an article I wrote that was recently published in tcworld magazine.

In it, I define the “translation economy” and the opportunities (and challenges) it presents to all organizations.

From the information economy to the translation economy
The internet connected the world’s computers, and the digitization of content enabled the rapid flow of information around the world, which drove several decades of what came to be known as the information economy. But one of the great myths of the information economy – and the World Wide Web, for that matter – was the idea that a company could go global simply by launching a website. While the Internet connects computers, it is language that connects people, and the information economy has for too many years exhibited an English-language bias.

Read more…

And for much more on the translation economy, check out Think Outside the Country.

Also now available in Japanese!