Web Localization as an Essential Factor in the Internationalisation of Companies: An Approximation of Spanish SMEs

Constant changes in the economic environment, where globalisation and the development of the knowledge economy act as drivers, are systematically pushing companies towards the challenge of accessing external markets. Web localization constitutes a new field of study and professional intervention. From the translation perspective, localization equates to the website being adjusted to the typological, discursive and genre conventions of the target culture, adapting that website to a different language and culture. This entails much more than simply translating the content of the pages. The content of a webpage is made up of text, images and other multimedia elements, all of which have to be translated and subjected to cultural adaptation. The user must never notice that the site was originally created in another language. In addition, commercial and business translation have certain particularities which must be studied and borne in mind so as to achieve the desired communication goals.