If you have a website, you probably already know your ideal audience. Also, we hope that you know that not everyone in the world can easily resonate with what you’ve published. When we create web content, we are primarily focused on what’s around us. It comes naturally, and there is nothing wrong with that.
The key factor is understanding that content localization matters even more than general SEO. If you offer a product or service to a particular area or demographic group, you need to adopt their voice and cultural characteristics, so they can understand you better.
How to Localize my Website Content?
Let’s say that you have a perfect long island seo expert doing a great job regarding Long Island-related content. But, if you want to take your business outside of it and spread in the whole of New York State or in the USA in general, you need a lot more than simply replacing the location in your current content.
The local SEO process includes linguistic and cultural features in the strategy. Sometimes it means that translating the content is not enough. You need to understand the cultural and traditional aspects of some locations.
That means you can’t copy your Long Island business approach for Canada, or Quebec to be exact, where French is the official language. So, your local SEO expert must take their time and see how the audience there reacts to your product or services. In this case, content translation is needed too.
Another example is selling clothes. Make sure you prioritize the summer clothing for states and countries with many summer days during the year. At the same time, optimize the winter clothing version for areas where it’s primarily cold all over the year.
Maybe it doesn’t sound very clear at this point, but the thing is to understand how important it is to include the local factors in your SEO strategy. That helps with creating quality localized content based on language differences, traditions, and cultural aspects.
Why is Localized Content Useful?
Content localization helps you connect with the customers while you show interest in their cultural characteristics. That’s how you appear more trustworthy, and they see you care for their overall experience.
Localized content also helps you find the customers who appreciate your brand and products and connect with them. It works the other way too. When your local SEO game is on point, potential customers can easily find you and meet with your services.
It would help if you kept all these things in mind, especially when you need to translate the content. Additionally, make sure you replace the links and media with relevant ones. Ask yourself if European customers can relate to the used images and videos. Try to get in their mind and find media that fits better. Still, stick to telling your story and adapt the voice as needed.
What’s in the Localized SEO and Marketing Strategy?
We all know that the content is just a part of a more significant thing. Before writing, there is a whole process of researching, exploring the market, and assembling a strategy accordingly.
In this strategy, you can find:
1. Competition Analysis
Before launching a new service somewhere, you need to explore the competition and see what you can do differently from them. That’s how you attract customers.
2. Message for the audience
The audience must understand what you are trying to tell them. This is the moment you use the linguistic and cultural characteristics. Make the message as personal as possible so they can relate to it.
3. Localize the Existing Content
Use the knowledge you got to rewrite or reoptimize the existing content. See how you can “fix” it and include the unique characteristics of the specific location.
4. Building Relationships With the Customers
Localized content, together with your offer, is the right way to build a relationship with the customers. You need to give them an exceptional user experience, so they can understand you and then choose you based on it.
5. Use the Social Media Properly
If you check on Facebook or Instagram, you will see that the brands have different pages based on the location. This allows for proper and accurate targeting for a better user experience.
For example, if a US brand that operates in Europe and Asia runs only one account, they need to specify to who they are talking in the description. But, people find it more relevant if they follow “Brand Name USA” for USA updates or “Brand Name the UK” for UK updates.
Both countries come with similar but still different languages, different holidays, and unique cultural features. That’s why it’s better to run separate social media accounts instead of one for them all. Even the most prominent brands have separate localized accounts for the countries or regions they operate in.
What We’ve Learned?
Localized content is important for businesses that want to target a specific country or area worldwide. It improves the overall user experience and helps build better SEO and digital marketing strategies.
It all starts when the customer finds something relevant that resonates properly. The whole journey will lead to an exceptional experience and, hopefully, end up with a purchase or subscribing to some service.