Mexican Spanish isn’t the same Spanish as they speak in Spain.
To engage with Mexico business you need to embrace the Mexican language as well as respecting Mexican culture and international business etiquette.
These starting points will add genuine value to your brand.
A really good way of illustrating Mexican Spanish is through ‘keywords’ … you know the way we search for things on the internet.
Like you, we wanted to reach out and connect with customers in Mexico.
So using keyword search tools, we looked at the keywords we used on our UK site to see what they looked like in Spain and Mexico (as we deal with both markets) … both countries speak Spanish but look at the differences:
|English||Straight translation||Localised Spanish||Localised Mexican|
|English to Spanish translation services||Servicio de traducción de inglés a español||traductor inglés español||servicios profesionales de traducción|
|Legal translation of documents||Traducción legal de documentos||traductores de ingles, traductor textos, traductor de paginas, traducir textos, traductor de documentos pdf||traductor de archivos pdf, peritos traductores|
|Translation services UK||Servicios de traducción Reino Unido||traducción profesional||traductor profesional, servicios profesionales de traducción|
|Legal translators||Traductores legales||traductor jurado, traductor de documentos, traducciones jurídicas||peritos traductores, traductor jurídico|
Our conclusion: subtle differences to reflect the different markets and way the same service is searched for, which qualifies the adage ‘one size does not fit all’.
OK, I suppose it does help that TLC UK provides Spanish translation services, so you would expect us to know a few things but it does show that copy, keywords and any customer facing material needs to be localised, so you bridge the language gap correctly.
If you are optimising your web site, it’s a good idea to treat this marketing step as a multiple step affair.
when requesting translation, always state which country it is intended for not just the language spoken there.
ask for the copy to localised once translated (these two things are not the same). Translation will reflect the source document (most probably English) but localisation will then make the text read as if it is the original.
make a list of the keywords used on your site. These can be researched by the language translator and matches made to reflect how your customers search in-country, so your site will stand a much better chance of being found by your customers.
give a list of the localised keywords to your internet guys, so they can title and description tag correctly, so those lovely Google spiders can find you.
to avoid any disappointments, before you go live with your geo-targetting, get the site proofread. Should be a quick, cheap and easy process but always worth having that extra site of eyes go over things before you go live … mistakes, no matter how innocent can happen.
Most of the team at TLC UK are Spanish, we also having a native Mexican working here too, so we really do understand the difference and importance of ‘Mexican Spanish’.
Researching and then sharing your aims when requesting translation can and will make such a difference to the copy which your customers will be engaging with you on.
Written by Darren Elliott.
True but we do strive to understand our client markets, so our clients benefit from a better level of service when it comes to translation and legalisation … www.tlcuk.biz.