Keyword localisation: the secret to global success

Localizzazione parole chiave Traduzione keywords keyword localisation keywords localisation keyword translation
If your business exports its products and services abroad, optimising your online presence is crucial for reaching a foreign audience. You need to make sure that your website will be found by potential customers in your current markets, or in any new markets you want to enter. How do you make that happen? With keyword localisation.

In this article, we take a look at how keyword localisation works, and why it is so important. We also explore how this key step in optimising your online presence can make your SEO strategy as relevant and effective as possible, and increase your chances of attracting high-quality traffic genuinely interested in your product or service.

What does keyword localisation mean?

Keyword localisation is the process of adapting the keywords used in a search engine optimisation strategy (SEO) for the audience in a specific location. In other words, it means translating the set of keywords used to communicate in your own country into the local language of the target country

Keyword translation vs keyword localisation

Keywords localisation involves more than just translating the keywords: it takes into account specific features of the user’s language (such as idioms and colloquial expressions, local terms, abbreviations or acronyms) as well as the way the user thinks in the target language. All languages and cultures have different ways of expressing themselves and of searching for information online.

This is why it is so important to take into account how users actually search for a product or service when localising keywords, especially when searches are more specific and detailed. When this is the case, it becomes necessary to use long-tail keywords which reflect the way users in the target market think and search.

What happens if keywords are not properly localised?

What are the possible consequences if a bad keywords localisation?

  • Low content relevance: your content may not appear among the user’s relevant search results, reducing the visibility of your website;
  • Low quality traffic: you might attract users who are not interested in your products and services, which will result in a higher bounce rate and low conversion;
  • Higher competition: irrelevant keywords may make it difficult to rank highly in search results and achieve visibility in the target market if your competitors have a more organic and localised SEO strategy;
  • Misunderstanding of user search intent: incorrectly localised keywords may not reflect user search intent in the target market. This means you might not satisfy user needs or you may fail to answer their questions, reducing the overall effectiveness of your SEO strategy.

Last of all, when available, don’t forget to integrate your localised keyword set with your website, page titles, meta descriptions, URLs and site content! This will signal to search engines that your website is relevant to the searches carried out by potential customers in their local language and area.

For more information on the keyword localisation service fill out the form. 

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