By Harry Mackin

Content localization can be a time-consuming, research-intensive process, which is probably why it’s often overlooked — even by big brands that otherwise have highly robust and effective SEO strategies in place. But that’s also what could make it such a key differentiator for you.

When you take the time to accurately localize your content, your brand won’t just feel like another option for your audiences. Instead, you’ll feel like a brand that actually understands them and takes the time to speak to them on their own terms (literally). You’ll stand out from your competition, form more authentic relationships with your audience, and drive more qualified traffic to your web pages. All it takes is a little extra work on the front end.

If you’re wondering whether it’s worth localizing your content for different regions, that’s already a pretty good sign the answer is yes. 

What is content localization?

Content localization is the process of creating or editing content for a specific region. Though localization is related to — and frequently conflated with — content translation, the two are separate undertakings that require separate expertise.

Where translation is about converting the text of one piece of content from one language to another, localization can be thought of as converting the meaning of a text. Localizers are in charge of rewriting text to ensure its message makes sense to and resonates with the localized audience they are attempting to communicate with.

Compared to translation, content localization is much broader in focus. It could involve any number of alterations to content, including changes to:

• Spelling, such as changing American English to British English (for example, changing the spelling of “color” to “colour”).
• Measurements, such as switching from the imperial measurement system to the metric system (for example, changing feet to meters).
• Time and date formatting, such as changing the MM/DD/YYYY format used in the US to the DD/MM/YYYY format used in most of Europe.
• Idioms and phrases, which may rely on cultural knowledge that makes them difficult to translate to other cultures, requiring a replacement or analog instead.
• Hyperlinks, including any links to other webpages or websites you include in the content. You don’t want to localize one page only to send your visitors to an un-localized, irrelevant webpage when they want to learn more.
• Images and other media are often overlooked by localizers, but swapping out images and videos with media that’s more relevant to a local audience is a great way to make a page feel more targeted.
• Emojis, which can have different connotations in different cultures and regions. For example, the smiley face emoji actually symbolizes contempt or distrust in China.
• Keywords are also highly affected by …read more

  Source:: Top Rank Blog

        

  

  Author: Aaron