Localization means adapting existing content to the target market – taking into account linguistic, cultural, and legal aspects of the respective region. Localization from an SEO perspective makes it possible to rewrite content in such a way that it can be found online and also appeals to local people on various levels. What doesn't work is simply translating your website 1:1, including the keywords used in the source language.
Whether it's product or even brand names, images or videos, colors or design – in morocco phone number data addition to pure text content, many other details are subject to localization. The entire website should match the expectations of the target audience . For example, in some countries, the color white represents purity, in others, mourning – so a detergent manufacturer needs to carefully consider how to design its marketing materials for each region.
Content localization with strategy
Globalization is on everyone's lips – but anyone who wants to reach their customers online in other countries needs not only the right language but also a comprehensive strategy for international search engine optimization . And that goes hand in hand with content localization.
The keyword and content strategy for international presence
A company that produces pet food and supplies is expanding abroad. Is it advisable for it to simply translate all of its existing online shop content, from product and category information to advice texts, into ten different languages? Hardly. Most people realize that the product range needs to be adapted – down-filled dog coats are unlikely to sell well in hot countries. And the same applies to the content: No one needs a guide on keeping dogs warm in hot countries – so no one will search for it online . However, it's very likely that completely different topics are in demand in the Spanish, Greek, or Asian pet supplies market.
This means that in addition to analyzing demand in the various target countries, the company should also find out which topics and keywords users are searching for there . Perhaps a lot of existing content can be reused and simply needs to be adapted—i.e., localized for SEO purposes. However, the company may also need to create entirely new content for the new market .
A keyword and content strategy for each individual country provides insight into this. It should always be implemented by native speakers or with their support. Only those who speak the language of the target market know or can research the common equivalent of a keyword. Keyword tools alone are not capable of this.
"Büsi" is a Swiss dialect term for cat, which also has a high search volume—so this keyword needs to be included in content for Switzerland. Ignoring such local specifics could lead to significant revenue losses. However, investing in content localization isn't just about revenue—the reputation and standing of a company or organization also depend on how well it empathizes with its target audience.
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