Beyond Borders: Essential Steps for WordPress Multilingual Success

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This slide deck is from my talk at WordCamp Asia 2025 Manila, held on February 21, 2025.
Session link: https://asia.wordcamp.org/2025/session/beyond-borders-essential-steps-for-wordpress-multilingual-success/

Many companies and organisations want to make their WordPress sites multilingual to attract a global audience. While plugins can add multilingual functionality, true international success requires more than just translation.

This lightning talk highlights key factors often overlooked in global expansion—such as cultural understanding and consumer behaviour—that can make or break a multilingual website. Learn practical insights and actionable steps to ensure your WordPress site reaches its full potential in international markets.

Transcript

1. Beyond Borders Essential Steps for WordPress Multilingual Success Chiaki Kouno February 21, WordCamp Asia 2025 in Manila, Philippines
2. • 15+ years with WordPress • Hong Kong and Japan • Marketing Rep. at Vektor, Inc. (WordPress themes/plugins) ＠chiaki_kouno
3. My previous talks about multilingual websites • WordCamp Tokyo 2019 • WordCamp Japan 2021 ＠chiaki_kouno
4. Which plugin should I use?
5. Bogo WPML Polylang GTranslate Multisite Language Switcher WEGLOT Multilingual Press Top３: Bogo WPML Polylang Which plugin should I use?
6. Which plugin should I use?
7. Multilingual Plugin Comparison Table I will share the QR code later! Based on 2021 data. Verify the latest features before use.
8. How Should I Translate my content? Manual Translation Hybrid Approach AI / Machine Translation
9. How Should I Translate my content? Manual Translation Hybrid Approach AI / Machine Translation
10. How Should I Translate my content? Manual Translation Hybrid Approach AI / Machine Translation
11. How Should I Translate my content? Manual Translation Hybrid Approach AI / Machine Translation
12. What’s the BEST combination of Plugins and Translation Methods?
13. What’s the BEST combination of Plugins and Translation Methods? STOP
14. What is your Ultimate Goal? Is it to increase traffic? Boost sales? Expand globally?
15. Is Choosing the Best Plugin & Translating Well, Enough?
16. No Is Choosing the Best Plugin & Translating Well, Enough?
17. Common Pitfalls in Creating Multilingual Websites Unfamiliar Phrases Culturally Mismatched Content Poorly Received Designs
18. Common Pitfalls in Creating Multilingual Websites Unfamiliar Phrases Culturally Mismatched Content Poorly Received Designs
19. Common Pitfalls in Creating Multilingual Websites Unfamiliar Phrases Culturally Mismatched Content Poorly Received Designs
20. Common Pitfalls in Creating Multilingual Websites Unfamiliar Phrases Culturally Mismatched Content Poorly Received Designs
21. Unfamiliar Phrases Culturally Mismatched Content Poorly Received Designs Common Pitfalls in Creating Multilingual Websites
22. Focus! Localization
23. Focus! Localization 🚩 Phrases: 🌏 Content: 🎨 Designs:
24. 🚩 Phrases: locally common (SEO) 🌏 Content: 🎨 Designs: Focus! Localization
25. 🚩 Phrases: locally common (SEO) 🌏 Content: culturally aligned 🎨 Designs: Focus! Localization
26. 🚩 Phrases: locally common (SEO) 🌏 Content: culturally aligned 🎨 Designs: locally resonant Focus! Localization
27. Know your target market better! 🚩 Phrases: locally common (SEO) 🌏 Content: culturally aligned 🎨 Designs: locally resonant Focus! Localization
28. Entry: Popular Social Media Exit: Common Payment Methods Localizing Website Entry & Exit Points
29. Entry: Popular Social Media Exit: Common Payment Methods Localizing Website Entry & Exit Points https://datareportal.com/
30. Localizing Website Entry & Exit Points https://datareportal.com/reports/digital-2024-hong-kong https://datareportal.com/reports/digital-2024-japan https://datareportal.com/reports/digital-2024-philippines
31. Entry: Popular Social Media Exit: Common Payment Methods Localizing Website Entry & Exit Points
32. Localization 　Just Translation ≠
33. Localization 　Just Translation Getting feedback from local users/experts ≠
34. Localization 　Just Translation Start with culturally similar regions Getting feedback from local users/experts ≠
35. Localized? Right Plugin? Enough?
36. • Market Research • Familiarity with the Market • Personal Experience Starting a Business Locally
37. • Will your approach work? • Do you have enough market insight? Your Next Target Market
38. Workflow for Building a Multilingual Website 2 3 4 5 6 7 8 9 Market Research & Analysis Marketing Activities Strategic Planning for Target Markets Content Translation & Localization Design Optimization (UI/UX) Technical Setup (Server, CMS, Plugin) Website Testing Post-Launch Evaluation & Improvement 1 Goal Setting
39. Workflow for Building a Multilingual Website 2 3 4 5 6 7 8 9 Marketing Activities Strategic Planning for Target Markets Content Translation & Localization Design Optimization (UI/UX) Technical Setup (Server, CMS, Plugin) Website Testing Post-Launch Evaluation & Improvement 1 Market Research & Analysis Goal Setting
40. Before We Close
41. Multilingual Success = More Than Just Translation
42. Multilingual Success = More Than Just Translation Localization, Culture, Design
43. Multilingual Success = More Than Just Translation Localization, Culture, Design + Market Research, Goal Setting, Strategy, Optimization
44. Thank you! https://chiakikouno.com/wca2025/ Take a 10-minute survey! • Today’s slides • Plugin list and comparisons • Multilingual site survey form
45. Special Thanks to WCAsia 2025, WordPress Community, Team Vektor,Inc., and YOU~!