Tag Archive for Google

Don’t be evil? Is Google flexing its muscle, or just manipulating the marketplace?

Google search engines are the new high street marketplace

Back in June when the online community was talking about Google+ and what it would mean to the world of search engine management, my take on the situation was, that Google couldn’t afford another failure, especially after the flop that was Google Buzz, (and you wouldn’t be blamed for thinking, Google what?)- They had to make it work.

I have previously predicted that despite Google’s supposed “fair” methods of working out which order pages appear in SERPs (Search Engine Results Pages), Google would have to start prioritising signals from Google+, forcing people within the marketing and online communities to embrace the social network whether they liked it or not.

Low and behold, in early January 2012, Google announced the “Search Your World” update, which prioritises search results based on content that you and your network of Google Plus connections have “+1’d”. This is yet another step to empowering the already super popular (please read – well funded, large marketing budget) brands while pushing down the smaller brands and one-man-band type websites, placing yet another hurdle to overcome when looking to achieve success in the online world. I liken this move by the search giant to the death of the local village high street, caused by the rise of giant supermarkets such as Tesco, Asda and Sainsbury’s.

When Google Plus was launched, they did a very good job of creating an air of exclusivity about it, only allowing a certain number of people to join at a time. This left people clambering for an invite and see what all the fuss was about. Within weeks of the release of Plus+, Google was boasting join-ups in excess of 64 million.

What Google haven’t been so forthcoming with is numbers of returning visitors and active users after sign up. I know that after the initial excitement (followed by extreme disappointment) many of the people who signed up, myself included, have never returned to their profile, choosing to continue with their Facebook and Twitter profiles which are already heavily populated with their friends, photos and other key information. So it comes so no surprise to me that Google launched their “Search Plus Update”.

However this still leaves me wondering how successful Google Plus+ will actually be? Like me, SEO and marketing professionals will suddenly start taking an unnatural interest in Plus+ again, fearing the impact on their careers. But will this bear any weight on the average, search algorithm oblivious Google user who frankly doesn’t know or care what their friends think and simply wants to surf the net. If people want to share content with their friends, surely they will continue to publish links on the Facebook walls and Twitter feeds?

It is only natural that the other major social network players are nervous – no doubt their backsides are going like a rabbit’s nose attempting to guess at Google’s next strategic move. So when I read in The Guardian that developers from Myspace, Twitter and Facebook have joined forces to create a browser add-on called ‘Don’t be evil’ not only were my suspicions confirmed, but I also found myself in agreement with their cause.  It would be interesting to see the number of people who install this browser add-on, but again this will most likely depend in the number of people who actually understand anything about the whole search situation, or even care. For people who are none the wiser they probably won’t even notice their SERPs are being weighed up by this, in the same way they don’t understand the hundreds of other intricacies that feed into why search engines present you with the results they do. Therefore I suspect that Google are banking on getting away with making such changes with minimal protest.

So where does that leave people within the translation services sector?  So many freelance linguists rely heavily on Google search results and online profile for the generation of revenue and work, in a highly competitive market. When the online marketplace rules are being changed so frequently, in order to manipulate the results, I have to stress that it is so important that individuals begin to pay more attention to announcements from Google and ask – what does this mean for my business? To finish with the analogy of the high street I used earlier, website owners need to treat their websites like their own shop floor, and constantly adapt it depending on customer feedback, new technology, and to negotiate the state of flux search engines operate in. This is not a passing trend, and many millions of people are already three or four steps behind.

Google translation phone. Pipe dream or possibility?

Speak nowThe general media has gone mad over Google’s announcement that, in a few years, they hope to be-able to translate speech instantly.

This is currently available, though in a limited way (Spoken English to Japanese or Spanish), on the iPhone using a 3rd party app.

I’d expect that if and when Google release such a thing it will also have limitations – to believe the media and think that it will support several thousand languages however is a mistake.

For specific needs there are already alternative solutions. The LAPD use a device which has thousands of pre-recorded messages relevant to their standard questions and general announcements, stored in multiple languages. And the device has also been used in Afghanistan and Iraq by American soldiers needing to communicate in other languages.

The device was developed through DARPA funding, and DARPA have been investing heavily in finding automated language solutions for years – so it will be interesting to see how quickly Google can bring a high quality technical solution to market. Alternatively if you need a professional interpreter while waiting for Google’s solution, then you can get one on your mobile phone at any time – just give us a call and we can help set you up to make use of our Instant Telephone Interpreting (ITI) system.

From a technical viewpoint, to deliver automatic speech to speech translation to a mass-market there are 3 key components that need to be perfected;

1. The system would first need to support good quality voice recognition, be able to differentiate between thousands of accents and dialects, and be able to turn the speech into a text form. Anyone who has used speech recognition over the last few years will probably agree that it’s come a long way – however it’s still a long way from where it needs to be, especially when dealing with accents and fast spoken languages.

2. The system is probably going to rely on machine translation to turn the text into its translated equivalent. Currently, there is a lot of work being done in this area using language models, statistical models or hybrid systems. Ultimately while there have been some fantastic gains over recent years, there is still a phenomenal amount of work to be done – especially when dealing with translations in a specific specialised subject area, such as medicine.

3. Finally the system is going to turn the text back into speech. This part of the system should be the easiest part to prepare. Text to speech has been around for a long time, and users would ultimately accept, maybe even expect, an accented digitised voice.

From the announcement I don’t think that Google is suggesting that it will be-able to translate every language to every other language. Nor will it impact the language services industry – unless your core business is interpreting for consumers. Google is merely highlighting the possibility.

The concept is an engineering challenge and if anyone is setup to attack these kinds of challenges, it’s Google.

Ist Sprache mehr als Worte?

Ist Sprache mehr als Worte?

Greg Rosner

Greg Rosner

 

 

 

 

 

Wie liest sich das?

Dienstag, 5. Januar 2010, 18:15 Uhr. Ich schreibe diesen Blogeintrag in Deutsch, aber Sie lesen ihn in Englisch. Nun ja, hoffentlich größtenteils in Englisch. Versuchsweise habe ich meinen deutschen Blogeintrag von Googles Übersetzungstool in Englisch übersetzen lassen, um zu sehen, wie gut dieses ist. Das Tolle ist, dass der Text im Bruchteil einer Sekunde übersetzt wurde. Aber auch wenn Geschwindigkeit ein großer Vorteil ist – kann die Qualität mithalten? Also was denken Sie? Liest es sich gut? Ist es flüssig geschrieben? Sind Sie mit der Qualität der Übersetzung zufrieden? Können Sie etwas im Stil des Textes erkennen, das ungewöhnlich oder seltsam klingt? Es ist sicher nicht die Orthografie, dafür sorgt die Software. Aber es könnten Grammatikfehler, falsche Ausdrücke, der falsche Ton oder Stil sein. Es könnten Wörter sein, die Sie nicht im Kontext eines Blogeintrags über die Qualität von automatisierten Übersetzungen gegenüber von Menschen ausgeführten Übersetzungen verwenden würden. Sie können sich selbst ein Urteil bilden.

Ist Sprache mehr als Worte?

Obwohl maschinelle Übersetzung immer besser wird, hat sie laut neuesten Erkenntnissen aus der Branche noch längst nicht den Sprung vom Schreibniveau eines Drittklässlers auf das eines Gymnasiasten geschafft. Der Grund hierfür ist einfach: Worte sind im Wesentlichen Metaphern für Ideen. Wenn die Idee hinter den Worten von den Menschen, die sie sprechen (oder von den Maschinen, die sie übersetzen), nicht verstanden wird, ergibt auch die Aneinanderreihung der einzelnen Wörter wenig Sinn. Sie werden zwar gehört, aber nicht verstanden. Nehmen Sie Handbewegungen als ein weiteres Beispiel dafür, dass Sprache weit über Worte hinausgeht. Viele Menschen unterstreichen ihre Worte beim Sprechen mit Gesten und bewegen ihre Hände im Raum, als ob sie imaginäre Gegenstände verstellen oder Bilder malen. Bei all diesen bildhaften Handbewegungen handelt es sich in Wirklichkeit um Metaphern, die sowohl dem Sprecher als auch dem Zuhörer dabei helfen sollen, die Bedeutung der Wörter zu erfassen. Beim Übersetzen eines Textes aus einer Sprache in eine andere geschieht im Grunde das Gleiche, nur mit anderen Worten. Damit man dieselbe Aussage in einer anderen Sprache wiedergeben kann, muss man wirklich verstehen, was gesagt wird, und dies anschließend in einen neuen kulturellen Kontext übertragen. Deshalb ist es wichtig, mit Übersetzern zu arbeiten, die sowohl Muttersprachler in der Zielsprache sind, als auch Experten auf dem jeweiligen Fachgebiet.

Ein weiteres Beispiel, dass Sprache mehr als Worte ist, erlebte ich kürzlich, als ich eingeladen war, am Unterricht meines Sohnes teilzunehmen und seinen Vortrag über die Lebensgeschichte von Blackbeard, dem berüchtigten Piraten, anzuhören. Zuerst las er eine Weile aus seinen Notizen vor, und alle waren still und hörten zu. Doch als er die Seite umblätterte, um weiterzulesen, bemerkte er, dass ihm die zweite Seite fehlte, und er erstarrte. Er blickte auf und sagte den anderen, dass ihm eine Seite fehle – und dann fing er einfach an, den anderen von Blackbeards Leben zu erzählen. Blackbeard starb erst nach 5 (fünf!) Schusswunden und 20 Schwerthieben. Es war ein Unterschied wie Tag und Nacht – ihn erst seine Aufzeichnungen laut vorlesen zu hören und dann zu erleben, wie er einfach nur erzählte, was er über den unglückseligen Piraten wusste. Es war so viel einfacher für das Publikum, seinen improvisierten Ausführungen zu folgen, als ihm beim lauten Vorlesen seines Vortrags zuzuhören. Dieses Erlebnis war eine wichtige Lektion für mich im Hinblick darauf, dass Sprache so viel mehr als Worte ist. Worauf es ankommt, ist das Verstehen.

Ist es gut genug?

Übertragen auf das Übersetzen bedeutet das, wenn der Übersetzer, bzw. in diesem Fall GoogleTranslate, nicht genau versteht, was ich in diesem Blog-Beitrag sagen will, werden auch die Ideen nicht vermittelt. Trotzdem werden möglicherweise die Kernaussagen herübergebracht. Ich hoffe, dass es Ihnen gelungen ist, trotz einer schlechten Übersetzung das Wesentliche herauszulesen. Unter Umständen ist das “gut genug” für bestimmte interne Mitteilungen innerhalb eines weltweiten Unternehmens, für Artikel, E-Mails und zur reinen Information, aber es ist mit Sicherheit nicht gut genug für Ihre Kunden in anderen Ländern – Kunden, die täglich darüber entscheiden, ob sie bei Ihnen kaufen oder lieber bei einer Firma, die ihre Sprache spricht.

Greg Rosner

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Pictured here below is GoogleTranslate, the tool used to translate my German Blog entry into English.

Google TranslateBy the way, I speak a little German having spent summers in Austria with my Granparents as a kid. So to make sure my German blog entry was impeccable, I had a friend help me write this German post.

Here below is my German blog entry that was translated into English by GoogleTranslate. The title, Ist Sprache mehr als Worte? should translate into “Is Language More Than Words?”, but doesn’t here, as an example.

Language is more than words?

How to read this?
Tuesday 5 January 2010, 18:15 Clock. I am writing this blog entry in German, but read it in English. Well, hopefully mostly in English. Tentatively, I have to translate my German blog entry by Google’s translation tool in English, to see how good this is. The great thing is that the text was translated in a split second. But even if speed is a big advantage – can match the quality? So what do you think? Good reading it? Is it written in liquid? Are you satisfied with the quality of translation? Can you recognize the style of the text, that sounds unusual or strange? It is certainly not the spelling, ensuring the software. But it could be grammar mistakes, his false expressions, the wrong tone or style. It might be words that you would not use in the context of a blog entry about the quality of automated translations from translations performed by people. They can form their own opinion.

Language is more than words?
Although machine translation is getting better, she has not already done, according to latest findings from the industry made the leap from writing level of a third-grader to that of a schoolboy. The reason is simple: words are essentially metaphors for ideas. If the idea behind the words of the people who speak them (or from the machines that are going to translate them) do not understand is the juxtaposition of different word makes little sense. While they are heard but not understood. Make hand movements as another example of that language goes far beyond words. Many people emphasize their words when speaking, using gestures and move their hands in space, as if they pretend imaginary objects or draw pictures. With all these vivid gestures are in fact metaphors for both the speaker and the listener will help you grasp the meaning of words. When translating a text from one language to another is done basically the same, only with different words. So you can play the same message in another language, you have to really understand what is being said and this is then transferred into a new cultural context. Therefore it is important to work with translators, both native speakers in the target language, as well as experts in the respective field of expertise.

Another example, that language is more than words, I recently experienced when I was invited to participate in teaching my son and listen to his lecture on the life story of Blackbeard, the notorious pirate. First he read from his notes for a while, and all were quiet and listened. But when he turned the page to read more, he noticed that he was missing the second page, and he froze. He looked up and told the others that he lacked one page – and then he just started telling the other of Blackbeard’s life. Blackbeard died after only 5 (five!) Gunshot wounds and 20 slashes. It was as different as day and night – only to hear him read his notes aloud and then see how he simply told them what he knew about the unfortunate pirates. It was so much easier for the audience to follow his impromptu speeches, than listen to him while reading aloud of his presentation. This experience was an important lesson for me in view of the fact that language is so much more than words. What matters is understanding.

Is it good enough?
Transferred to the translation means, if the translator, or in this case googleTranslate, do not understand exactly what I want to say in this blog post are also the ideas are not taught.Nevertheless, the core may be brought over statements. I hope that you managed to pick out, despite a poor translation of the essentials. Under the circumstances, is “good enough” for certain internal communications within a global company, for articles, e-mail and to pure information, but can not decide for sure good enough for your customers in other countries – customers a day on or whether they buy from you rather be with a company that speaks their language.

Search the Web in 51 Different Languages

Google translates the search query and the results

Google translates the search query and the results

Google yesterday added a new feature to their search results, allowing users to instantly translate their search results.

By selecting show options and translated results, Google will automatically detect the language and translate the results accordingly. They’ll even select the most appropriate language for your search query, translate your English search and display translated results from foreign language sites.

Google has admitted that their language detection algorithm still needs refinement, and I found this when I searched for ‘restaurant reviews Zurich’. I was only shown translated results in German, when German, Italian and French are all official languages of Switzerland. But you can always add languages to a search if Google doesn’t pick the right one first time.

I personally think this is a great feature, especially with the huge growth in the amount of user generated content on the web. For owners of sites that rely on user reviews, comments and discussion, to get all that content professionally translated might not be top of their priorities and this tool will open up a whole new audience for them.

However as most people will know by now, machine translation has many pitfalls and has a long way to go before it can truly replace professional human translation. According to Google, one Zurich restaurant reviewer described an Indian restaurant as:

“Atmosphere is hammer. Operation is super. The food, compared to other Indian restaurants good have no curries.”

If you are searching the web for any of the following, I think you’ll find translated search useful:

  • Reviews of places in foreign speaking countries such as hotels, restaurants, attractions
  • Technical help and how to guides that might not exist in your language
  • News and discussion about your favourite foreign football team
  • Recipes from a particular country

Export Box launch covered by Daily Express

This morning we woke up to the encouraging view of our new service, Export Box being featured in the Daily Express – always a pleasure!

EBLOGO

Partners include Google, HSBC, Royal Mail, Institute of Export and Search Laboratory.

Export Box is a dedicated exporting package that enables first time exporters to venture overseas with their goods or services – It’s pledge is “Helping you export – to anywhere”.

For under £3,000, Export Box includes in-country marketing with Google, dedicated Pay Per Click (PPC) campaign management and landing pages designed to maximise orders & enquiries from a dedicated PPC partner.

Applied Language Solutions (ALS) will provide additional translation for emails and marketing purposes, while HSBC and Royal Mail provide banking and shipping respectively. ALS will also be able to provide instant telephone interpreting for additional customer support for non-English speaking customers.

Applied Language Solutions CEO, Gavin Wheeldon said: “The package is a no-brainer for companies wanting to take the plunge into exporting. With Export Box we have included a years membership to the Institute of Export, as well as a free storefront with Alibaba.com and discounted membership. Other partners will be added over time with their services and benefits given retrospectively for customers.”

Speaking of the extras within the Export Box package, he added “Not stopping there, users of Export Box will also receive a free £200 Google Voucher to add to their PPC campaigns – so we really do make sure every Export Box customer will get everything they need to export, from the impartial advice of the IOE to marketing, communications, sales and transactional support.”

For more info on Export Box visit www.exportbox.co.uk.

Google helping firms take over the world…

You’ve heard the remarks before, no doubt, that “Google is on a mission to take over the world”. You may have even agreed from time to time, however one thing is certain – they definitely are, but not as you would (like to) think!!

Much has been said about Google (good and bad) since its meteoric rise to fame, fortune and household-namedom, however there is one thing you certainly won’t have heard from the paranoia brigade. I speak of Google UK’s recent launch of its Export Advisor website – a free tool that guides business managers through the various barriers to entry to overseas markets and thus helps them to export with relative ease.

The overarching aim of Export Advisor is to encourage small firms and first-time exporters trade overseas by giving free impartial advice and ‘how to’ guides for all things exporting. They’ve even come up with a nifty (dare I say nifty?) market sizing tool for certain geographic regions based on your market (screenshot below).

Google Market Sizing Tool

Google's market sizing tool gives potential opportunities for your products/services abroad.

Sticking to what they clearly know best, Google have also impressively drafted in a number of suppliers to cope with all the non-web based elements of exporting. These include HSBC, Royal Mail, the Institute of Export and Applied Language Solutions.

In keeping with the exporting theme, Applied Language has also teamed up with Google and the other partners to launch Export  Box. Combining translation, shipping, banking, in-country Pay Per Click and Google advertising for a one off fee, Export Box is the first ever ‘out of the box’ exporting package.

Anyone reading this is encouraged to take a look at the Export Advisor website and try out the (beta) tools for themselves. Oh and try not to reach the conclusion that Google are trying to help you take over the world…

Happy exporting!