What is SEO localization?
Your website may be dominating organic search in your home country, but how's your international visibility? With 73% of internet users coming from outside the US, optimizing your online presence for other countries and languages is crucial for tapping into global opportunities.
Welcome to the world of SEO localization.
Optimizing your website for international target markets raises your brand awareness and web traffic globally. But it also requires adapting your content and optimization strategy to align with the language, culture and location of different countries.
In this comprehensive guide, we’ll explore what localization means for SEO along with tips to expand your reach worldwide.
What is SEO Localization?
SEO localization refers to optimizing your website, content and strategy to target users and rankings in specific international locations. The goal is to appear higher in local search engines and gain more traffic from desired global markets.
Key elements of localization include:
Translating content into different languages
Creating country or region specific pages
Optimizing for local search engines like Baidu
Adapting content for cultural nuances
Targeting local keywords and trends
Generating backlinks from country-specific sites
Adjusting your technical SEO for local needs
Proper localization goes beyond just translation. You need to adapt SEO holistically.
Why Localize Your SEO?
Here are some of the key reasons to invest in SEO localization:
Reach more potential customers in untapped international markets
Build local brand awareness and trust
Meet demand for content in readers’ native languages
Improve user experience for international visitors
Gain visibility in country-specific search engines
Outrank competitors who only target single regions
Drive more qualified traffic and leads globally
With the rise of international ecommerce and opportunity for global growth, localization is a smart SEO strategy.
Choosing Target Countries & Languages
The first step is choosing which international target markets to prioritize for localization. Consider factors like:
Current website traffic and customers - Build on what’s working
Large addressable markets for your business or niche
Countries where your competitors are not yet localizing
Regions where your products have high demand
Areas with languages you can support localization in
Countries with high ecommerce and internet usage
Start with 1-2 primary international targets that show the most immediate potential. Localizing everywhere at once is unrealistic.
Conduct Keyword Research by Country
To connect with audiences abroad, you need to optimize content for keywords and terminology used locally rather than direct translations.
Ways to research local keywords:
Use Google Trends to compare keyword popularity by country
Filter keyword tools like SEMrush to specific regions
Look at location metrics on Google Search Console
Review Google Autocomplete and Related Searches in different countries
Check keywords rankings in target countries using Ahrefs or SEMrush
Identify unique local events, brands and terminology
Optimizing for localized variations of global keywords is key for visibility.
Localize URLs, Subdomains or Top-Level Domains
To target local search engines and users, you need to adjust URLs and domain structure. Options include:
ccTLDs - Using country code top-level domains like .de, .cn or .in
Subfolders - Add country folders like /uk/ or /canada/ to site navigation
Subdomains - Create country/language specific subdomains such as uk.brand.com
Parameters - Add location tags with parameters like ?country=singapore
Hybrid - Use a mix like uk.brand.co.uk for more precise targeting
Subdomains and ccTLDs tend to perform best for localization. Just maintain internal linking between versions.
Provide Translated Content
The foundation of localization is taking your existing content and translating it to align with the native language of your target countries.
Common translation approaches include:
Hiring professional translators affordable for shorter pages
Using freelancers skilled in technical and creative translation
Integrating translation APIs like Google Translate or DeepL
Employing bilingual in-house team members or writers
Working with localization agency partners long-term
Crowdsourcing select translations from your user community
Ensure translators have expertise in your subject matter for accuracy. Automated translations still need refinement.
Optimize for Local Culture
Cultural nuances play a major role in effective localization. Avoid mistakes by adapting content to align with local norms, customs and preferences.
Tips for cultural optimization include:
Use local terminology, slang, idioms and examples
Adapt images and visuals for local preferences
Adjust tone, formality and humor appropriately
Consider color symbolism and associations
Localize calls-to-action and conversion paths
Feature local current events and topics
Accommodate cultural traditions, customs and practices
abide by regional laws and regulations
Conduct cultural research for each target country to prevent missteps in messaging and branding.
Engage Local Influencers & Communities
Earn trust locally by engaging influencers and communities native to each country you want to optimize for.
Outreach tactics:
Partner with local bloggers and content creators
Participate in regional social networks and forums
Sponsor local events and influencer meetups
Provide value and build connections with leaders in your industry
Adapt link building and PR for cultural preferences
Interact with your audience through local social accounts
Tapping into existing digital communities amplifies your localization abilities.
Track and Measure Local Market Results
Make sure to setup dedicated analytics for each target country or region to monitor the impact of your localization efforts.
Key metrics to track include:
Local website traffic by source/channel
Rankings for local target keywords
Location-specific conversion and lead rates
Sales and revenue attributed to different countries
Traffic split across global vs local pages
Engagement on country-specific social media
Continually refine your approach based on performance data in each market. Internationalization takes ongoing localization optimization tailored to results.
Connecting with new markets globally takes more than just translating your content. Localizing your SEO strategy holistically will allow you to increase your brand footprint across borders.